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1、,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 Sur
2、roundings,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
3、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.
4、 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 th
5、e 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
6、 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 th
7、e 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 t
8、he 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
9、 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 & Sector,3. Competitive set,2. Target audience,4. Core insight,5. RTBs,7. Personality,8. Brand Idea,6. Differentiator,1. What market and sector are we
10、 in?,We give people the products, services and guidance to motivate and help them color their homes and surroundings.,We are in the changing spaces market,We want people to thrive in their surroundings. We are not just selling tins of paint. We are helping people make the most of their homes and giv
11、ing them all the tools they need. So, rather than just talking about the functional credentials of our paints, we want to remind people that paint can help them to see their world in a new way.,We are selling tins of optimism,Paint,Application tools,General wall dcor (wallpaper, stencils, stickers),
12、This means providing more than just paint,Paint,Application tools,Services (online color help, painting and decorating services),General wall dcor (wallpaper, stencils, stickers),Over-stretch,Making furniture,Brand stretch,We are about,Giving people all the help, inspiration and tools to make decisi
13、ons about changing their surroundings Helping them realize that paint is an easy way to make a positive difference to their homes by creating stencils, stickers, wallpapers, home feeling advice, paint parties. Helping make the most out of the space people have got,Making decisions for people Produci
14、ng furniture and home accessories Encouraging people to move home or building new houses for them,We are not about,2. Who is our target segment?,People, especially women, who love their surroundings but need a friendly nudge to make the most of them. Need states: Deliver My Vision Help Me Find My St
15、yle Perfect Professional Result,Target Segment,Home Lovers,We will not define our consumers by whether or not they are considering painting or decorating. We want to talk to people who love and believe in their homes and communities. Their houses are not just financial investments and they feel an e
16、motional tie to their neighbourhoods.,The need state segmentation,Obviously people approach painting and decorating with different attitudes depending on their personality. But any one person behaves differently according to the specific task at hand. A need state is a combination of the specific ta
17、sk and the personality type.,is an opportunity for perfectionists to shine. These jobs arent really about experimentation but about a flawless finish you can stand back and admire. No visible brushstrokes, no paint droplets, just textbook precision.,Perfect Professional Result.,Deliver my vision.,is
18、 when people with artistic flair are excited about taking on the decorative transformation of space. For them, their surroundings are a canvas to play with, a way to express their personality and creativity. They have a clear look in their mind.,Help Me Find My Style,is when people would like to mak
19、e a change to the mood or the look of their surroundings, but are a bit nervous about what to do and how to go about it. They arent always confident and look for a friendly nudge and easy inspiration before starting as well as for more practical tips and guidance all along the way.,3. Who are our co
20、mpetitors?,Dcor players providing home enhancement solutions that have built strong emotional connections with consumers.,Competitive Set,Dcor brands that stand for homes, not just rooms and walls,We used to only consider other paint manufacturers as our competition. Now we also want to take on the
21、key players in home improvement that also see houses as homes.,What we mean,We are about more than just home decoration. We are passionate about home enhancement. We help enrich the relationship people have with their surroundings.,What we mean,We can help transform a kitchen from somewhere food is
22、prepared into the heart of a home. We can help transform a sitting room into an oasis of tranquility and calm.,What is our core insight?,Feeling of home,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
23、and by changing them we can even become who we want to be,Sometimes life gets dull and jaded, and we need something to stimulate a change. Malaysia, 2008,New paint always provokes a reaction. If you change a color, something else around you will change Brazil, 2009,Theres nothing quite like a freshl
24、y decorated room. When we re-did our bedroom I would go to bed early to just be in it UK, 2008,It is about people, the feelings, not just the houses Thailand, 2008,What makes us different?,We provide the most stimulating solutions to ignite change and make consumers lives more colorful.,Differentiat
25、or,We are committed to supporting our consumers throughout their painting journey. We inspire.by introducing people to new ideas We motivate.by helping people realize the effect a change of paint can have on their lives We supportby helping people select the right product and color combination We gu
26、ide.by providing helpful and practical tips along the way We helppeople make their dreams a reality,Why us?,What are our RTBs?,RTBs,Color Community Quality Ease Green & Sustainable,Brings Color To Life,We spend lots of time talking to different specialists, in the art and science of color whom we wo
27、rk with on everything from pigmentation to the atmospheric and behavioural impact of the latest color combinations. We blend our scientific and creative expertise to ensure we bring color to life in the best possible way.,We will help people to make a difference to local communities, using paint to
28、regenerate run down communal areas.,Colorful Worlds Community Programs,We dont believe in only testing our paint in labs when it needs to survive the test of the real world. We make sure our paint is not only of the highest quality but can live up to the expectations of real consumer needs.,Tested F
29、or Real Life Approach,We want to create helpful solutions that make it easier for peoples surroundings to look and feel better. We put ourselves in the shoes of our consumers when developing innovative programs, products and services.,Pain Out Of Painting Principle,We care about our environment. So,
30、 consideration for and protection of the environment are always at the heart of our developments. We endeavour to take a step towards greener everyday and in everything we do.,A Step Towards Greener Philosophy,How would we define our personality?,Colorful and Inspiring,We love people, human emotions
31、 and colorful living. We believe in the great uplifting effect paint and color can have on peoples lives And we want to tell people all about it we want to inspire them, and get them to see what we know.,Resourceful,We love a challenge. We believe in creating new opportunities out of every moment an
32、d that being imaginative will take you to a better place.,Genuine,We are not fake, glossy or superficial. We love real people who live real lives and we love spontaneous moments of real human emotion. We believe in honesty and in being true to what you say and do.,Our Brand Idea,Our Brand Idea,Addin
33、g color to peoples lives,1. Market & Sector,3. Competitive set,2. Target audience,4. Core insight,5. RTBs,7. Personality,8. Brand Idea,We are in the changing spaces market; giving people products, services and guidance to motivate and help them (BIY / DIY) color their surroundings and homes,Dcor pla
34、yers 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 gr
35、eener philosophy,Pain out of painting innovation programs,Bring colors to life collections, tools, services & programs,6. Differentiator,Colorful,Inspiring,Resourceful,Genuine,Colorful world community programs,Our home and surroundings have a powerful influence on how we think, feel and live; we fee
36、l 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?,Theme 1 My life keeps on changing - for the better,Theme 2 I am conc
37、erned about the wellbeing and safety of my family,Theme 3 I wish for a more relaxed life or home life as compared to stressful work,Theme 4 I want to be able to live my life to the fullest having variety in life,Local Insight,Insight,Our home and surroundings have a powerful influence on how we thin
38、k, 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 m
39、ake 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 b
40、rand 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 mor
41、e 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 im
42、pact 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 guaranteed Easy Paint Service Safety/Wellbeing commitment with breakthrough innovation ahead of needs,Local Translation,RTB,Personality,Resourceful: With simple solution & easy access,Inspiring: Uplifting Call for action,Colorful: Warm Vibrant,Genuine: Caring Sincere,