otalCommunicationStrategyofSmartpaintPPT模板.ppt

1、Jul.7,2002,Total Communication Strategy of Smartpaint, ppt模板下载,Market circumstances Consume research Product analysis Total Communication strategy,Catalog,Product：“Smartpaint” “万室佳” New technology of paint， enhance the general index of paints Objective：promotion for new brand launch Provisional laun

2、ch time：2003.8-2003.9 Provisional major cities：Shanghai, Guangzhou,Client Briefing,Market Background,Market Background,The global demand for paint products keeps increasing According to marketing research report of Freedonia,to 2005, the global demand for paints will reach 28 million tons/year, whil

3、e 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 increase The Chinese construction industry will be flourishing thanks to the Olympic Games、EXPO and developme

4、nt 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 produ

5、cts 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 China There are 2500 local paint factories,and 50 to 60 foreign invested factories. The worlds t

6、op 10 enterprises have entered the Chinese market, while the international paint enterprises occupy 45% market share in China 30% 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 products Bra

7、nds 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 paint The market competition will be more

8、 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 im

9、age, 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,Consum

10、e 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 resea

11、rch-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,s

12、tay 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 weather Specialty stores are common Look for value for money,SH,B

13、J,More conscious of anti-mould/ mist paint features Real fear of over-paid for low quality products,Branding seems to carry more face value Superstores are more popular,Harsh environmental conditions,More brand conscious and sophisticated market,More concern of personal health and environment,Consum

14、e 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

15、 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 old Most of buying decision makers are male family income around 4000RMB mostly select product at middle and top-grade product

16、 All 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 money Consumers dont have any idea about raw materials of paint. DuPont has good brand image

17、in consumers mind.,Consume research-conclusion,Product Analysis,SWOT,Strength 1、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 paint 4、Smart

18、Paint can improve paints quality,Weakness 1、Mature market with enough niches 2、New-born brand，no brand awareness 3、lower budget on advertising,Opportunity 1、The need of middle and top classes is booming, the potential market is large 2、People are concerned with high quality and high-tech products la

19、unch 3、No competitive brand to launch with similar concept 4、Consumers willing to pay 10% more for brands endorsed by Dupont,Threat 1、Less reputation of partner”永记“ 2、training to consumers is necessary 3、competition is so fierce that fail-out is possible if it cant launch successfully in a short tim

20、e,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,Brighter

21、Colour,Stronger Anti- mould,Better Coverage,Easier to Wash,Extra Durability,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,T

22、otal 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 an

23、d 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

24、 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

25、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 old Second target audience:46-55 years old Male Family income:RMB3000-4000 Education： senior school

26、above Long 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 influen

27、ce 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,Objectives To establish brand awareness To establish consumers faith and brand preference To stimulate sales volume Key Market Shanghai Guangzhou, Beijing,Communication Strategy2nd Stage,Objective To enhance brand awareness To increas