Jul.7,2002Total Communication Strategy of SmartpaintMarket circumstances
Consume research
Product analysis
Total Communication strategyCatalogProduct：“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, GuangzhouClient BriefingMarket BackgroundMarket BackgroundThe 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 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 increase
The 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 paint’s 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。Market BackgroundChina chemic industry netPaint competitive state of China
There are 2500 local paint factories,and 50 to 60 foreign invested factories.
The world’s top 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
Brands use selling propositions like “environmentally friendly”, “functions”, “colorful” , for example:ICI—Extra easy washing、Nippon—“CCM”Market BackgroundChina chemic industry netThe Conclusion ：
The demand for paint will be increased,especially the top-grade paint
The 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” Market BackgroundConsume researchPay attention to
environmental protectionDuPont 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 research---DuPont knowledgeFamous
international
corporation One of the world 500 tops
Involve
a lot of fieldsInnovative enterprise
Consume thinking莱卡TeflonI trust DuPont,
I’m willing to pay 10% more
for brands endorsed by DuPontConsume research---DuPont knowledgeMain target customers are between 26-55 years old,minor target customers are 45-55year person .IMI2002Buying habit—buyer ageConsume research---Paint knowledgeConsume research---Paint knowledgebuying habit – decision maker Most of buying decision makers are maleIMI2002消费习惯—购买花费 Consumers with family income around 4000RMB mostly select products at 150RMB/5lBuying habit——Buy SpendingIMI2002Buying habit—Paint choosing factorsEnvironmentally
friendlyPriceBrand Colorfulstay looking
fresh longergood coverageEasy to washextra
durabilityConsume research---Paint knowledge– Quality very importantPaint choosing factors – Quality very importantConsume research---Paint knowledgeRegional DifferencesGZHumid weather
Specialty stores are common
Look for value for moneySHBJMore conscious of anti-mould/ mist paint features
Real fear of over-paid for low quality productsBranding seems to carry more face value
Superstores are more popularHarsh environmental conditions
More brand conscious and sophisticated market More concern of personal health and environmentConsume research---Paint knowledgeDIY 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.Consume research---Paint knowledgeBuying habit—othersMain 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 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 don’t have any idea about raw materials of paint.
DuPont has good brand image in consumers’ mind.Consume research---conclusionProduct AnalysisSWOTStrength
1、Dupont is a worldwide famous science
company
2、Many scientific innovations such as
Telfon,lycra etc. have launched
successfully in China
3、Dupon’s Titanium technology is
of high awareness in manufacturers of
paint
4、SmartPaint can improve paint’s quality Weakness
1、Mature market with enough niches
2、New-born brand，no brand
awareness
3、lower budget on advertisingOpportunity
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 competitive brand to launch with
similar concept
4、Consumers willing to pay 10% more for
brands endorsed by DupontThreat
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 can’t
launch successfully in a short time Dupont SmartPaint’s BenefitDupont SmartPaint
It contains Dupont’s 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 positionMore Environmental
ProtectionBrighter
ColourStronger
Anti- mouldBetter
CoverageEasier to
WashExtra
DurabilityTotal solutions for 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 standard 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 PersonalityDupont’s new Titanium Technology
Higher 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, looser-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 paintAdvertising’s RoleThe target of advertisement is designed To create an authoritative and smart brand imageKey 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
Target Audience Definition Target Audience’s Psyology Description I’m willing to pay more for higher quality product
Scientific technology makes my life more comfortable and
convenient, and I’m 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 .Communication Strategy—1st Stage Objectives
To establish brand awareness
To establish consumer’s faith and brand preference
To stimulate sales volume
Key Market
Shanghai
Guangzhou, Beijing
Communication Strategy—2nd Stage 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
Strategy：
To establish brand awareness
To develop partnership with “永记”
To enhance brand fame and awarenessCommunication Strategy—1st Stage Tactics：
TVInternetMGNPPOPPublic relationship Distributor conference EventNext step is to be sure after conversation with “永记”Communication Strategy—1st Stage Highest quality symbol
in paintOur 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 Strategy—1st Stage Next step is to be sure after conversation with “永记”Budget AllocationTimetable(including TVC)Timetable
