Total Communication Strategy of Smartpaint.ppt

Jul.7,2002,Total Communication Strategy of Smartpaint,Market circumstancesConsume researchProduct analysisTotal Communication strategy,Catalog,Product：“Smartpaint”“万室佳”New technology of paint，enhance the general index of paintsObjective：promotion for new brand launch Provisional launch time：2003.8-2003.9Provisional major cities：Shanghai,Guangzhou,Client Briefing,Market Background,Market Background,The global demand for paint products keeps increasingAccording to marketing research report of Freedonia,to 2005,the global demand for paints will reach 28 million tons/year,while the annual increase rate is 3.7.The biggest market will be in Asia,with the annual increase rate in China reaching 7%,China chemic industry net,The demand for paint in China will further increaseThe Chinese construction industry will be flourishing thanks to the Olympic Games、EXPO and development of China west area etc.,and the related paint market will increase at a high rate.The paints output of our country is expected to reach 2.2 million tons,with the increase rate about 10%.The general development trend of the market is:the supply is more than demand;The middle and low grade products are surplus,while some top grade products are insufficient,The proportion of paints for professional use will increase further。,Market Background,China chemic industry net,Paint competitive state of ChinaThere are 2500 local paint factories,and 50 to 60 foreign invested factories.The worlds top 10 enterprises have entered the Chinese market,while the international paint enterprises occupy 45%market share in China30%market share in china belongs to the products of ICI and Nippon,and these two corporations occupy almost 50%market share in the area of middle and top level productsBrands use selling propositions like“environmentally friendly”,“functions”,“colorful”,for example:ICIExtra easy washing、Nippon“CCM”,Market Background,China chemic industry net,The Conclusion：The demand for paint will be increased,especially the top-grade paintThe market competition will be more fierce（Nippon、Dulex、lion、Zhongnan、Guxiang、Huarun）The market development will be more maturated,while focusing on selling propositions like“environmental protection”,“functions”,“colorful”,Market Background,Consume research,Pay attention to environmental protection,DuPont had a very positive image,especially in BJ and SH,DuPont had a very positive image,especially in BJ and SH,DuPont enjoys high brand awareness and very positive image in China,Consume research-DuPont knowledge,Famous international corporation,One of the world 500 tops,Involve a lot of fields,Innovative enterprise,Consume thinking,莱卡,Teflon,I trust DuPont,Im willing to pay 10%more for brands endorsed by DuPont,Consume research-DuPont knowledge,Main target customers are between 26-55 years old,minor target customers are 45-55year person.,IMI2002,Buying habitbuyer age,Consume research-Paint knowledge,Consume research-Paint knowledge,buying habit decision maker,Most of buying decision makers are male,IMI2002,消费习惯购买花费,Consumers with family income around 4000RMB mostly select products at 150RMB/5l,Buying habitBuy Spending,IMI2002,Buying habitPaint choosing factors,Environmentally friendly,Price,Brand,Colorful,stay looking fresh longer,good coverage,Easy to wash,extra durability,Consume research-Paint knowledge,Quality very important,Paint choosing factors Quality very important,Consume research-Paint knowledge,Regional Differences,GZ,Humid weatherSpecialty stores are commonLook for value for money,SH,BJ,More conscious of anti-mould/mist paint featuresReal fear of over-paid for low quality products,Branding seems to carry more face valueSuperstores are more popular,Harsh environmental conditions,More brand conscious and sophisticated market,More concern of personal health and environment,Consume research-Paint knowledge,DIY has still not been mature in China,consumers are the major decision makers in distributions.Apart from the influence of TV,consumers will consult friends,relatives,designers and even shop assistants during the course of buying.Almost 90%of consumers will patronize the brand they have previously bought,which indicates high brand loyalty.,Consume research-Paint knowledge,Buying habitothers,Main target customers are between 26-55 years oldMost of buying decision makers are malefamily income around 4000RMB mostly select productat middle and top-grade productAll consumers in three cities pay great attention to“high quality”,but there are some differences.-BJ valued no irritating odor,environmentally friendly most-SH valued“brand”most-GZ favored value for moneyConsumers dont have any idea about raw materials of paint.DuPont has good brand image in consumers mind.,Consume research-conclusion,Product Analysis,SWOT,Strength1、Dupont is a worldwide famous science company 2、Many scientific innovations such as Telfon,lycra etc.have launched successfully in China 3、Dupons Titanium technology is of high awareness in manufacturers of paint4、SmartPaint can improve paints quality,Weakness1、Mature market with enough niches2、New-born brand，no brand awareness3、lower budget on advertising,Opportunity1、The need of middle and top classes is booming,the potential market is large2、People are concerned with high quality and high-tech products launch3、No competitive brand to launch with similar concept4、Consumers willing to pay 10%more for brands endorsed by Dupont,Threat1、Less reputation of partner”永记“2、training to consumers is necessary3、competition is so fierce that fail-out is possible if it cant launch successfully in a short time,Dupont SmartPaints Benefit,Dupont SmartPaint It contains Duponts new Titanium Technology to guarantee better coverage,extra durability,more environmental protection,easier to wash and brighter colors that stay looking fresh longer.,Brand concept and position,More Environmental Protection,BrighterColour,Stronger Anti-mould,BetterCoverage,Easier to Wash,ExtraDurability,Total solutions for paint choosing,Your assurance of high quality and innovation,Dupont is a science company,Teflon,Owned more scientific innovations,Brand Concept and Position,Your assurance of high quality and innovation,Total solutions for you on consuming paint,Highest Quality Symbol in Paint,Dupont SmartPaint，A new standard on both high quality and innovation in paint,Brand Concept and Position,A kind of synthetic fiber,Associate yourself with a brand universally recognized for delivering high quality,comfort and freedom of movement.,Product Description,Functional Benefit,Emotional Benefit,Brand Personality,Duponts new Titanium Technology,Higher quality,better coverage,extra durability,more environmental protection,easier to wash and brighter colors that stay looking fresh longer,Highest quality symbol in paint,Fashionable and Free,Authority and Smartness,Brand Concept and Position,create clothes with traditional,looser-fitting silhouettes with the softness and shape retention,Brand strategy,Creative,Communication strategy,Media,SP,PR,EVENT,Total communication strategy,Objective,The brand image of SmartPaint is designed to be,Highest Quality Symbol in paint,Advertisings Role,The target of advertisement is designed,To create an authoritative and smart brand image,Key target audience:26-45 years oldSecond target audience:46-55 years oldMaleFamily income:RMB3000-4000Education：senior school aboveLong for success,Enjoys life,Target Audience Definition,Target Audiences Psyology Description,Im willing to pay more for higher quality product Scientific technology makes my life more comfortable and convenient,and Im always eager to try buying new things.Advertisements have strong influence on my consuming behavior I wish to have unique personal style.I will not only ask consultants and friends for help,but also read professional MG on house decoration I will be relaxed if I live in a house of comfortable,simple and natural style.,Communication Strategy1st Stage,ObjectivesTo establish brand awareness To establish consumers faith and brand preferenceTo stimulate sales volume Key MarketShanghaiGuangzhou,Beijing,Communication Strategy2nd Stage,ObjectiveTo enhance brand awareness To increase brand fameTo be the highest quality and innovation symbol in paint Key MarketProvision capital citiesConsiderable developed cities,Strategy：To establish brand awareness To develop partnership with“永记”To enhance brand fame and awareness,Communication Strategy1st Stage,Tactics：,TV,Internet,MG,NP,POP,Public relationship,Distributor conference,Event,Next step is to be sure after conversation with“永记”,Communication Strategy1st Stage,Highest quality symbol in paint,Our Mission：,TVCSmartPaint TVC“永记”new product TVC with SmartPaint logo，intensifying high-tech factorMG、NPTo choose fashion NP,Fashion decoration MGPRSoft advertisement in launching termDistributor ConferenceTo strengthen brand image with the help of“永记”EventTo sponsor TV program on housing decoration,Communication Strategy1st Stage,Next step is to be sure after conversation with“永记”,Budget Allocation,Timetable(including TVC),Timetable,