Total Communication Strategy of Smartpaint.ppt
Total Communication Strategy of Smartpaint Market circumstances Consume research Product analysis Total Communication strategy Product：“Smartpaint” “万室佳”New technology of paint， enhance the general index of paints Objective：promotion for new brand launch Provisional launch time：2003.8-2003.9 Provisional major cities：Shanghai, GuangzhouMarket 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 rate 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.,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。China 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 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”China 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、Guxiang、Huarun）The market development will be more maturated, while focusing on selling propositions like “environmental protection”, “functions”, “colorful” Consume researchPay attention to environmental protection30405060708090100PrestigiousGlobalPopularInnovativeKnow technology very wellIntelligentProgressiveSpontaneousVibrantUser-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 ChinaConsume thinking0 05 5101015152020252530303535404018-24year18-24year25-35year25-35year36-45year36-45year46-55year46-55year56-65year56-65yearbuyerbuyerMain target customers are between 26-55 years Main target customers are between 26-55 years old,minor target customers are 45-55year person .old,minor target customers are 45-55year person .IMI2002Buying habitbuyer ageBuying habitbuyer age0 010102020303040405050606070708080decisiondecisionmaker maker decisiondecisionmakingmakingparticipantparticipantdont caredont careMaleMaleFemaleFemalebuying habit decision maker buying habit decision maker Most of buying decision makers are maleIMI2002消费习惯消费习惯购买花费购买花费 Consumers with family income around Consumers with family income around 4000RMB mostly select products at 4000RMB mostly select products at 150RMB/5l150RMB/5lFamily monthly incomeUnit priceBuying rate of the same income 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）87.6%IMI2002Buying habitBuying habitPaint choosing factorsPaint choosing factorsstay looking fresh longergood coverageextra durability Quality very important Quality very importantBeijingGuangzhou(%)Shanghai2512542626539531425163012Good qualityFamous brandHarmless to healthRecommended by othersLow priceValue for moneyEnvironmental friendlyHas a lot of advertising765731261719219774023302528115Regional DifferencesGZlHumid weatherlSpecialty stores are commonlLook for value for moneySHBJlMore conscious of anti-mould/ mist paint featureslReal fear of over-paid for low quality productslBranding seems to carry more face valuelSuperstores are more popularlHarsh environmental conditionslMore brand conscious and sophisticated market lMore concern of personal health and environmentDIY 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.Buying habitBuying habitothersothersMain 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.Product AnalysisStrength1、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 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 willing to pay 10% more for brands endorsed by DupontThreat1、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 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.More Environmental ProtectionBrighterColourStronger Anti- mouldBetterCoverageEasier to WashExtraDurabilityTotal solutions for paint choosingYour assurance of high quality and innovationDupont is a science companyOwned more scientific innovationsYour assurance of high quality and innovationTotal solutions for you on consuming paintA 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 Titanium 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 Smartnesscreate clothes with traditional, looser-fitting silhouettes with the softness and shape retentionTotal communication strategyThe brand image of SmartPaint is brand image of SmartPaint is designed to bedesigned to beThe target of advertisement is designed Key target audience:26-45 years old Second target audience:46-55 years old Male Family income:RMB3000-4000 Education： senior school above Long for success, Enjoys life 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 . Objectives To establish brand awareness To establish consumers faith and brand preference To stimulate sales volume Key Market Shanghai Guangzhou, Beijing Objective To enhance brand awareness To increase brand fame To be the highest quality and innovation symbol in paint Key Market Provision capital cities Considerable developed cities To establish brand awareness To develop partnership with “永记” To enhance brand fame and awarenessBrand key conceptBrand key conceptTVTVInternetInternetMGMGNPNPPOPPOPPublic Public relationship relationship Distributor Distributor conference conference EventEventNext step is to be sure after conversation with “永记”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 decorationNext step is to be sure after conversation with “永记”0 02020404060608080100100120120140140160160SHSHBJBJGZGZTVCTVCNP & MGNP & MGPR & EVENTPR & EVENT
