2011多乐士品牌定位方案Embracingaworldbeyondpaint.ppt
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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
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