Professional Documents
Culture Documents
Scoops:
We are a young collective of RMIT students that
have been brought together by our mutual love
of icecream. With diverse skills and industry
knowledge we work together to craft creative
solutions to any problem that is thrown at us.
Canyao Dai
s3483174
Guang Ren
s3390732
Gwendolyn Tan
s3526457
Nicholas Mun Kwong Leong
s3493027
Taylah McLean
s3485858
Thomas Jansson
s3454714
Contents:
The Problem
Research
Target Market
Strategy
The Big Idea
Executions
Rationale
p. 3
p. 4
p. 6
p. 9
p.10
p. 11
p. 18
The Problem:
Industry Statistics:
Marker Share:
DuluxGroup Limited
PPG Industries Australia Pty/Ltd
26.10
15.90
Valspar (Australia) Paint Aquisitions
Pty/Ltd
10.80
Akso Nobel Coatings (Holdings) Pty/
Ltd
7.90
Research:
Source: google.com/trends
Research:
The strong fumes of paint would explain Rods (my sales assistant)
extremely enthusiastic attitude towards paint. Rod was all about that paint just
like Megan Trainer is all about that bass. Classic Rod. Firstly, Rod spoke very
highly of the Dulux Weathersheild paint range stating it was up there with the
best paints.
Rod informed me that he has many customers that own their own
local painting business that will only ever use Dulux. This was a big positive to
hear, if he was telling me this positive feed back then hed also be telling/ promoting deluxe to his customers. He assured me that with paint, money equals
quality, therefore spending the extra $5 a tin would be worth it in the long
run. Rod tells his customers to be practical when considering paint, cheaper
brands will last half as long as what Dulux does, he explains that if youre a big
family, have young kids or are a busy household you should be considering a
premium paint that is going to last. Rod admits that if he was serving an older
couple, in their 60s, he would recommend a cheaper brand as their homes
will soon be replaced by nursing homes and will therefore not need a life time
guarantee. (He didn't actually say that, but I just connected the dots)
Rod was a great bloke, dont get me wrong, but he did say that his
brand of choice was Haymes. As a painter himself he said that Haymes is the
only brand he would use. Haymes retails around $61.70 for a 4 Litre tin and
would also be considered, like Dulux, to be a premium paint. I enjoyed Rods
honesty, however, I did notice that there was a lot of Haymes related point-ofsale around the store, including a huge Haymes flag out the front. This would
make me think that the entire Paint Spot franchise preferred brand of choice
would be Haymes also. This could be due to Paint Spot having some sort of
deal with the Haymes brand, sales margins could be higher when the brand is
sold or something along those lines.
Rod, inspired by someone interested by paint, even helped me get a
price check on each product in the Weathershield range and advised me to
go for the largest tins and to buy in bulk to save some cash. I assume that Rod
is much like most paint sales assistants, once a tradie that can relate to and
solve any customers query. Rod speaking very highly about the Dulux Weathershield range what a positive sign that many other sales assistants felt the
same way, this would mean that a customer would have a similar experience
to what I have had. A customer will be convinced by their very own Rod that
Dulux is the right choice for them.
Target Market:
Men & Women, 35 - 60
Attitudes:
Im a Mr Fix It type of person
I like things to stay the
same
Actvities:
44%
40%
I tend to make decisions based on
logic rather than emotions
69%
I believe quality is more important
than price
76%
I try to buy Australian made products
as often as possible
73%
I will buy a product because of the
label
19%
I have favourite brands for most
things I buy and I tend to stick to
them
71%
I cant relax until I know the house is
clean & tidy
42%
I keep up-to-date with new ideas to
improve my home
35%
27%
74%
Demographics:
Parents of children U16 in house
hold
53%
When Dale gets home from work theres always something to do
around the house from changing a light bulb to painting skirting boards. They
spend a lot of their time at Bunnings to buy all their supplies and are heavily
persuaded into buying brands that they know and trust. They would rather buy
a product seen in advertisements rather than a no name brand. They strongly believe that price is representative of the quality of a product and therefore
dont mind spending a little bit extra if it will get the job done well. Dale is a
typical male and rarely asks the sales assistants for help. This obviously frustrates Sarah and would rather watch Eva play in the Bunnings kids playground
than shop with Dale. Tensions are always high at Bunnings on a Saturday
morning for all involved.
Sarah hates the grey colour of their home and has been nagging Dale
for sometime to change it. Their house is relatively new, and the exterior is
rendered. Weekends are their only chance to get big jobs done such as painting, however, because it is such a daunting task Dale has been trying to subtly
put it off and changes the subject whenever Sarah mentions it. Little does Dale
know, Sarah has already done all her research on painting the exterior of a
house. She has watched youtube videos, read up on her favourite interior designers blogs, she's done price comparisons and had a great study of all the
reviews the internet has to offer. She has become quite an expert in exterior
paint and if Dale isn't going to paint the house, she will.
Stratagy
When?
Where?
Online Social Media: Facebook and Instagram contests with campaign contents to promote sharing among users.
Online Video Streaming: 30 seconds YouTube pre-roll advertisements to trigger the consumer needs for the product.
Digital Ad Banners on paint, hardware stores websites (Bunnings Warehouse,
Inspirations Paint) and sites such as weather.com and weather.9news.com.au.
In stores - within the paint section
Influencers websites and bloggers who are experts in the field of home renovations and makeovers. They are able to provide information about the paint
and methods on using them.
Executions:
Home Page
We aim to give the Dulux webpage a bit of a facelift. Dont get us wrong, its
a fine website, but it may be slightly confusing for first-time-paint-buyers as
there is a lot of info right of the home page. We wait to calm the home page
down and give it a bit more of an upscale designer feel. Each Dulux paint
range will have their own section on the webpage, explaining simply the use
of each paint. The Weathershield range will follow a similar look to the web
banners in that the background will change depending on the current weather
of whoever is viewing it.
The websites layout and feel will follow the make a mark that lasts a lifetime
idea by invoking feelings of family, memories, love and warmth. What more
could you want from a website?
Pinterest
Due to the highly creative nature of pinterest, it only makes sense for Dulux
Australia to have an active prensence in this channel. By Taking the creative
content that will be made through the sponcered bloggers and homepage
redesign, we can share different tips on how to make a mark that will last a
lifetime.
Digital ad banners
We intend to place product advertisements on websites such as Bunnings and
Direct Paint.
So we want to be seen and featured on the sites that our target audience
would be watching and monitoring the Australian weather. We will have digital
ad banners on such sites as weather.com.au and weather.9news.com.au. This
will link weather to Weathershield in the consumer's mind.
These digital ad banners won't be like any old banner of course! Our ad banners will change depending on what the weather is in your location. It will be
just like your iPhone weather app. If its raining, your ad banner will be raining,
and if its sunshine and lollipops, then you guessed it! Sunshine and lollipops
on your very own personalised banner!
Mood Board
Rationale:
Our targeted audiences are 35 to 64 year-old male or female house owners,
who most likely have one or more children under age 16. They might have
few house-painting experiences before, or they could be planning for their
first repaint. But in regard to making a purchase decision, they are mostly very
rational but loyal, and they focus on quality over price.
As we know, Dulux Weathershield is a quality paint product that lasts throughout all the harsh weather climates. To emphasise on this point, we came up
with our big idea Make a mark that lasts a lifetime to show that the paint will
stay no matter what. This campaign is designed with family orientation in mind,
hence we want to link generations, memories and weather together. In this
campaign, we are using Dulux Weathershield as a physical representation of
memories.
We aim to reach our target audience and influence their buying behaviour
through different campaign executions in different decision-making stages:
30 second YouTube pre-roll ad to trigger audiences needs for the product
Homepage and blogger influences to provide more information about product
Digital ad banners on websites as alternative means to reach audience
Instore point-of-sale to support the campaign offline
Facebook and Instagram contest with campaign content to promote sharing
We believe these mediums are best to approach our target market as well as
represent our brands tone of voice and behaviour. Through our campaign, we
aim to touch the hearts of young families through memories, love and warmth
through sites you wouldnt necessarily expect paint to be advertised. We want
to instill brand recall and ultimately persuade them to purchase Dulux Weathershield for their next paint project.
Thank You!