文本成果電通dentsu total communication strategy of smartpaint

1、Jul.7,2002Total Communication Strategy of SmartpaintMarket circumstancesConsume researchProduct analysisTotal Communication strategyCatalogProduct：“Smartpaint” “萬室佳”New technology of paint， enhance the general index of paintsObjective：promotion for new brand launch Provisional launch time：2003.8-200

2、3.9Provisional major cities：Shanghai, GuangzhouClient BriefingMarket BackgroundMarket BackgroundThe 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 ra

3、te is 3.7. The biggest market will be in Asia, with the annual increase rate in China reaching 7%China chemic industry netThe 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.,

4、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

5、top grade products are insufficient,The proportion of paints for professional use will increase further。Market BackgroundChina chemic industry netPaint competitive state of ChinaThere are 2500 local paint factories,and 50 to 60 foreign invested factories.The worlds top 10 enterprises have entered th

6、e 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 “

7、environmentally friendly”, “functions”, “colorful” , for example:ICIExtra easy washing、Nippon“CCM”Market BackgroundChina chemic industry netThe Conclusion ：The demand for paint will be increased,especially the top-grade paintThe market competition will be more fierce（Nippon、Dulex、lion、Zhongnan、Guxia

8、ng、Huarun）The market development will be more maturated, while focusing on selling propositions like “environmental protection”, “functions”, “colorful” Market BackgroundConsume researchPay attention to environmental protection30405060708090100PrestigiousGlobalPopularInnovativeKnow technology very w

9、ellIntelligentProgressiveSpontaneousVibrantUser-friendlyUnderstand my needsCaringFunBJ (N=143)SH (N=196)GZ (N=153)DuPont had a very positive image, especially in BJ and SHDuPont had a very positive image, especially in BJ and SHDuPont enjoys high brand awareness and very positive image in ChinaConsu

10、me research-DuPont knowledgeFamous international corporation One of the world 500 tops Involve a lot of fieldsInnovative enterpriseConsume thinking萊卡TeflonI trust DuPont,Im willing to pay 10% more for brands endorsed by DuPontConsume research-DuPont knowledgeMain target customers are between 26-55 y

11、ears old,minor target customers are 45-55year person .IMI2002Buying habitbuyer ageConsume research-Paint knowledgeConsume research-Paint knowledgebuying habit decision maker Most of buying decision makers are maleIMI2002消費習慣購買花費 Consumers with family e around 4000RMB mostly select products at 150RMB

12、/5lFamily monthly eUnit priceBuying rate of the same e 1000RMB-less20RMB/5L（Zhongnan）93.2%1001-2000RMB45RMB/5L（Guxiang）90.1%2001-3000RMB110RMB/5L（Yongdeli）89.3%3001-4000RMB150RMB/5L（Sideli）64.3%4001-5000RMB180RMB/5L（Loin）87.3%5001-6000RMB200RMB/5L（Tiaoheqi)91.2%6000RMB-above200RMB-Large/5L（inlet）87.

13、6%Buying habitBuy SpendingIMI2002Buying habitPaint choosing factorsEnvironmentally friendlyPriceBrand Colorfulstay looking fresh longergood coverageEasy to washextra durabilityConsume research-Paint knowledge Quality very importantBeijingGuangzhou(%)Shanghai251254262Good qualityFamous brandHarmless

14、to health mended by othersLow priceValue for moneyEnvironmental friendlyHas a lot of advertisingPaint choosing factors Quality very importantConsume research-Paint knowledgeRegional DifferencesGZHumid weatherSpecialty stores are commonLook for value for moneySHBJMore conscious of anti-mould/ mist pa

15、int featuresReal fear of over-paid for low quality productsBranding seems to carry more face valueSuperstores are more popularHarsh environmental conditionsMore brand conscious and sophisticated market More concern of personal health and environmentConsume research-Paint knowledgeDIY has still not b

16、een 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 i

17、ndicates high brand loyalty.Consume research-Paint knowledgeBuying habitothersMain target customers are between 26-55 years oldMost of buying decision makers are malefamily e around 4000RMB mostly select productat middle and top-grade productAll consumers in three cities pay great attention to “high

18、 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-conclusionProduct AnalysisSW

19、OTStrength1、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

20、niches2、New-born brand，no brand awareness3、lower budget on advertisingOpportunity1、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 willin

21、g to pay 10% more for brands endorsed by DupontThreat1、Less reputation of partner”永記“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 BenefitDupont SmartPaint It contains Duponts new Titanium Te

22、chnology to guarantee better coverage,extra durability,more environmental protection,easier to wash and brighter colors that stay looking fresh longer.Brand concept and positionMore Environmental ProtectionBrighterColourStronger Anti- mouldBetterCoverageEasier to WashExtraDurabilityTotal solutions f

23、or paint choosingYour assurance of high quality and innovationDupont is a science companyTeflonOwned more scientific innovationsBrand Concept and PositionYour assurance of high quality and innovationTotal solutions for you on consuming paintHighest Quality Symbol in PaintDupont SmartPaint，A new stan

24、dard on both high quality and innovation in paintBrand Concept and PositionA kind of synthetic fiberAssociate yourself with a brand universally recognized for delivering high quality, comfort and freedom of movement.Product DescriptionFunctional BenefitEmotional BenefitBrand PersonalityDuponts new T

25、itanium TechnologyHigher quality, better coverage,extra durability,more environmental protection,easier to wash and brighter colors that stay looking fresh longerHighest quality symbol in paintFashionable and FreeAuthority and SmartnessBrand Concept and Positioncreate clothes with traditional, loose

26、r-fitting silhouettes with the softness and shape retentionBrand strategyCreativeCommunication strategy MediaSP,PR,EVENTTotal communication strategyObjectiveThe brand image of SmartPaint is designed to beHighest Quality Symbol in paintAdvertisings RoleThe target of advertisement is designed To creat

27、e an authoritative and smart brand imageKey target audience:26-45 years oldSecond target audience:46-55 years oldMaleFamily e:RMB3000-4000Education： senior school aboveLong for success, Enjoys lifeTarget Audience Definition Target Audiences Psyology Description Im willing to pay more for higher qual

28、ity 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 profe

29、ssional 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 Strate