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1、Total Communication Strategy of Smartpaint,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 launch time：2003.8-2003.
2、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, while the annual increas
3、e 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 development of China west are
4、a 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, whi
5、le 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 top 10 enterprises ha
6、ve 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 Brands use selling prop
7、ositions 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 fierce（Nippon、Dulex
8、、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 image, especially in B
9、J 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,Consume thinking,莱卡,Teflon
10、,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 research-Paint knowledge,
11、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,stay looking fresh lo
12、nger,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,BJ,More conscious of
13、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,Consume research-Paint kno
14、wledge,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 the brand they have
15、 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 All consumers in th
16、ree 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 in consumers mind.,C
17、onsume 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、SmartPaint can improve pa
18、ints 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 launch 3、No competitiv
19、e 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 time,Dupont SmartPaints
20、 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 Colour,Stronger Anti
21、- 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,Total solutions for y
22、ou 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 and freedom of movemen
23、t.,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 paint,Fashionable a
24、nd 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 SmartPaint is design
25、ed 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 above Long for succe
26、ss, 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 influence on my consuming b
27、ehavior 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 awarene
28、ss 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 increase brand fame To be the highest quality and innovation symbol in paint Key Market Provision capital citi
29、es Considerable developed cities,Strategy： To establish brand awareness To develop partnership with “永记” To enhance brand fame and awareness,Communication Strategy1st Stage,Tactics：,TV,Internet,MG,NP,POP,Public relationship,Distributor conference,Event,Next step is to be sure after conversation with
30、 “永记”,Communication Strategy1st Stage,Highest quality symbol in paint,Our Mission：,TVC SmartPaint TVC “永记”new product TVC with SmartPaint logo，intensifying high-tech factor MG、NP To choose fashion NP,Fashion decoration MG PR Soft advertisement in launching term Distributor Conference To strengthen brand image with the help of “永记” Event To sponsor TV program on housing decoration,Communication Strategy1st Stage,Next step is to be sure after conversation with “永记”,Budget Allocation,Timetable(including TVC),Timetable,