2011多乐士品牌管理手册最新版本.ppt

embracing a world beyond paint we love paint we make paint. great paint, that has made us famous as well as trusted all around the world. meaning more but we could mean more to the world than just paint. what if we werent just making the world look better, but we were making it feel better? our surroundings our surroundings have a powerful influence on our hearts and minds. the places we live, work and play affect the way we think, feel and interact with the world around us. all over the world, when people talk about a newly painted room, they do talk about how it looks, but mostly about how it makes them feel. so changing our surroundings can have a huge effect on our moods and minds. changing peoples perspective releasing the potential even though most people have experienced this, it is easy to continue to settle for rooms, homes and streets that arent quite as good as they could be. as a result, were not quite as good as we can be. we can help remind people how much better things can be we can help create streets people long to return to, communities that are welcoming and warm, homes they are excited about inviting friends and families into, rooms they can settle into when the world outside feels unfriendly. make a difference a little bit of color can make a big difference. it has a magical effect on people it can re-invent the familiar and make you look again at things you had taken for granted it can give you a smile on the inside and put a spring in your step. it can fill rooms and homes with personality and life and paint is the simplest way to inject color into streets, workplaces and lives so, it is not just paint we are selling it is tins of optimism. in shades of calm, vitality and happiness. we sell tins of optimism we add color to peoples lives making the world feel better we believe in making the world look better and feel better. making the world feel better we want to help people unlock their potential and realize the uplifting effect that paint can have on their spirits. helping people out people need a friendly nudge. we can remind people of the wonders of color, and its power to transform we can help motivate people to get started and introduce more color into their lives. adding color to peoples lives brand film paint is the simplest way to inject color into streets, workplaces and lives. so lets start adding color to peoples lives our brand positioning consumer facing what are we going to look at now? our brand positioning is the sum of all the parts of the brand pyramid 1. market giving people products, services and guidance to motivate and help them (biy / diy) color their surroundings and homes dcor players providing home enhancement solutions that have built strong emotional connections with consumers people especially women - who love their surroundings but need a friendly nudge to make the most of them dmv, hmfms, ppr adding color to peoples lives tested for real life approach a step towards greener philosophy pain out of painting innovation programs bring colors to life collections, tools, services we feel good when they reflect who we are and who we want to be and by changing them we can even become who we want to be we provide the most stimulating solutions to ignite change and make lives more colorful what does it mean in china? local insight insight our home and surroundings have a powerful influence on how we think, feel and live; we feel good when they reflect who we are and who we want to be and by changing them we can even become who we want to be global insight i want to make my familys life change for the better, home is where i can begin to make it happen. through changing the home environment, i can make my family feel more loved, secured, relaxed and vibrant local translation both celebrate the notion of change both recognize the home as the pivotal area where change can happen commonalities more deliberately family- centric/oriented (given the strong family-anchored emotional equities of the brand in china) stronger sense of progressiveness with the strong optimism felt in almost every sector of chinese society go beyond physical or environmental changes it touches on emotional changes local nuances insight we provide the most stimulating solutions to ignite change and make your life more colorful global we provide the most stimulating solutions to ignite change and your life more colorful, safe and harmonious local translation differentiator rationale more than just color, other aspects are also important considerations in china (e.g., safety, health) to bring forth discernible impact on the life of people bring colors to life colourful worlds community projects tested for real life takes the pain out of paint a step towards greener global color help/color impact make life better program (eg. dulux dream center/old residential repainting) best-in-class quality guarantee