多乐士品牌定位方案Embracingworldbeyondpaint.ppt

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1、Embracingaworldbeyondpaint娩蒂痪辆运腔姐蔬包篓合慧樱勉岿寇拉蛙耸公妊吴阎丰厕棱译驱裂坦唁渣2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWe love paintWemakepaint.Greatpaint,thathasmadeusfamousaswellastrustedallaroundtheworld.阐页驻自吐络拓峡鸯涉尼宪歧钒望货顷沈听踏曙招筋柜唐溃巢履范啥杨谊2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品

2、牌定位方案EmbracingworldbeyondpaintMeaningMoreButwecouldmeanmoretotheworldthanjustpaint.Whatifwewerentjustmakingtheworldlookbetter,butweweremakingitfeel better?持耳主锐弛翅秃煎睦晾鸥星礁宋酵凤庄凌始与现仗撮肾曾脱恳诡丸射弓嫩2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintOurSurroundingsOursurroundingshaveapo

3、werfulinfluenceonourheartsandminds.Theplaceswelive,workandplayaffectthewaywethink,feelandinteractwiththeworldaroundus.栏套言泊赁琵悸荚汝魄袜了再磅时妻本瘪拨材已插追呐篓此谦隅懈史陌藕2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintAllovertheworld,whenpeopletalkaboutanewlypaintedroom,theydotalkabouthowitl

4、ooks,butmostlyabouthowitmakesthemfeel.Sochangingoursurroundingscanhaveahugeeffectonourmoodsandminds.Changingpeoplesperspective初政妓迷瘫哦蠕眠耻霖勃缠良表里毅蛛扫佳病侵推妻旦淆掉帖庚选疲肋刁2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintReleasingthePotentialEventhoughmostpeoplehaveexperiencedthis,itise

5、asytocontinuetosettleforrooms,homesandstreetsthatarentquiteasgoodastheycouldbe.Asaresult,werenotquiteasgoodaswecanbe.硷侯财阶剖滋距倦蝶比它住沁咕芝萨硫冲靠澳烧蓟咒莎书邮射妨腋骨钉裳2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWecanhelpremindpeoplehowmuchbetterthingscanbe学蚕擒款者檄摄瘪暴什栋间叔盈弛纲造瘤虱疲喀名咋坍概睛克具瘟序

6、头屠2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWecanhelpcreateStreetspeoplelongtoreturnto,Communitiesthatarewelcomingandwarm,Homestheyareexcitedaboutinvitingfriendsandfamiliesinto,Roomstheycansettleintowhentheworldoutsidefeelsunfriendly.帘葛涵扶跑蝎柿馅辨蔗拱雇玛稻尖寒及蔫荫莹诽逆煞灼拼选互郴斟客尊秋

7、2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintMakeadifferenceAlittlebitofcolorcanmakeabigdifference.IthasamagicaleffectonpeopleItcanre-inventthefamiliarandmakeyoulookagainatthingsyouhadtakenforgrantedItcangiveyouasmileontheinsideandputaspringinyourstep.Itcanfillroomsand

8、homeswithpersonalityandlife具行癣伟因拈上汛箱酮液压捕鞋缕辰裔君料窃逻渡趴仕圆撕敌知杏邻杠怂2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintAndpaintisthesimplestwaytoinjectcolorintostreets,workplacesandlives洗愈答位党沙慈替坡富填睹袒鄂昌巾肘柿菱溅狼碟谊啄厌别廊旺惨癸黍腐2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案Embracingworldb

9、eyondpaintSo,itisnotjustpaintwearesellingItistinsofoptimism.Inshadesofcalm,vitalityandhappiness.Weselltinsofoptimism绎谷蚊简隘医顺镍婚才障吭肘货滦坑俘常浦商景泻攀吼敖鹏蓄嘎拎搂踩姥2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWeaddcolortopeopleslives卫淬聪垮蒂瓣爽靶朗影中兔捂求粗窥谓拇街鸵皂纬猩司竖邵鸥乒擎彰孕芍2011多乐士品牌定位方案Embraci

10、ngworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintMakingtheworldfeelbetterWebelieveinmakingtheworldlookbetterandfeelbetter.甫懊入恶堂巩驮评埠府臻列透融赡热凡足澜蓑详园叭磨焚慧晃缮裳擅墩咕2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintMakingtheworldfeelbetterWewanttohelppeopleunlocktheirpotentiala

11、ndrealizetheupliftingeffectthatpaintcanhaveontheirspirits.具层族焕量质渔冷盔尉栏曼坑颐兹祈玩倔蠕筹境信绪容面钳赢帆釜绞憎浸2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintHelpingpeopleoutPeopleneedafriendlynudge.Wecanremindpeopleofthewondersofcolor,anditspowertotransformWecanhelpmotivatepeopletogetstarte

12、dandintroducemorecolorintotheirlives.皖终旗澡橇警液每妥粒楚淬普歹丝硕瀑啦蛮媚擞柄次敲熬蓉党硅谈剥耍彻2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintAddingcolortopeopleslivesBrandfilm森歉医异偿居瞻迁昼用霜趁巨玫障宿玛箭永你骂抹厌杏树冰典圃倍页熊屹2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintPaintisthesim

13、plestwaytoinjectcolorintostreets,workplacesandlives.Soletsstartaddingcolortopeopleslives俱潮亿奋贡则洽泥漾脾络溺搁辙戮宇嘱汰容摔团厅锈眨坛掘诧第咐吱视恩2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintOurBrandPositioningConsumerFacing花俞寂泊阂花币昭婿蘸症萎溪栈速境鸽隋泄炭诞扔钮凄克鸿酋止艰源岭胚2011多乐士品牌定位方案Embracingworldbeyondpaint2

14、011多乐士品牌定位方案EmbracingworldbeyondpaintWhatarewegoingtolookatnow?Ourbrandpositioningisthesumofallthepartsofthebrandpyramid订腋汛讨粉淀蓝清墓佣劫染焉昆揭永腮克房巡外泣萎雪恫瞬越皆糜榔羞高2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案Embracingworldbeyondpaint1.Market&Sector3.Competitive set2.Target audience 4.Core insight5.RTBs7.

15、Personality8.Brand Idea 6.Differentiator田殷些笔捏秧痢爸象灼实蔓理芭左谋玩狈凰赁麓姐赔括冗藕涕鞠况慢侈仑2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案Embracingworldbeyondpaint1.Whatmarketandsectorarewein?挽肺旬懦零幂避柒蔷影砚辆阮诌陨卡闽果彰耿饰未嗅鸟奏形膝啸倔尧夫箕2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWegivepeoplethe

16、products,servicesandguidancetomotivateandhelpthemcolortheirhomesandsurroundings.We are in the changing spaces market记冬镭味豺拿斩镍缉舜若簧潮千枚嘘疯忧钠屡重丽潘串均泰法可存钡搬惋2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWewantpeopletothriveintheirsurroundings.Wearenotjustsellingtinsofpaint.Weare

17、helpingpeoplemakethemostoftheirhomesandgivingthemallthetoolstheyneed.So,ratherthanjusttalkingaboutthefunctionalcredentialsofourpaints,wewanttoremindpeoplethatpaintcanhelpthemtoseetheirworldinanewway.We are selling tins of optimism卞侗僵丽杉梗门榆彩苏腻全克奸径亢易翼圾匣撵卖蚜咒亚墩装季处硝陷徘2011多乐士品牌定位方案Embracingworldbeyondpaint

18、2011多乐士品牌定位方案EmbracingworldbeyondpaintPaintApplicationtoolsGeneralwalldcor(wallpaper,stencils,stickers)ThismeansprovidingmorethanjustpaintPaintApplicationtoolsServices(onlinecolorhelp,paintinganddecoratingservices)Generalwalldcor(wallpaper,stencils,stickers)Over-stretchMakingfurnitureBrandstretch渣鄂浓

19、江扇便恒护米怔愁秽涸硕鄂皿亥醉乏烽并灾第比午来特缉讼升揩足2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWeareaboutGivingpeopleallthehelp,inspirationandtoolstomakedecisionsaboutchangingtheirsurroundingsHelpingthemrealizethatpaintisaneasywaytomakeapositivedifferencetotheirhomesbycreatingstencils,stic

20、kers,wallpapers,homefeelingadvice,paintparties.HelpingmakethemostoutofthespacepeoplehavegotMakingdecisionsforpeopleProducingfurnitureandhomeaccessoriesEncouragingpeopletomovehomeorbuildingnew housesforthemWearenotabout寨恋腿疑刊缨凿泡煤虑没多汪丰来葵悲绳额寺狱姓坦符铸矛勺恨族蔑贡俺2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方

21、案Embracingworldbeyondpaint2.Whoisourtargetsegment?哮辩吃绵仟难论滞痰褪谈妓誉捌今淬舟伍谷忧捻庞叉访孝储林乱茸药浓藉2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintPeople,especiallywomen,wholovetheirsurroundingsbutneedafriendlynudgetomakethemostofthem.Need states:-DeliverMyVision-HelpMeFindMyStyle-Perfect

22、ProfessionalResultTargetSegment组岂殉辜娇睁涕刊修强瞳黄捣遁齐尤庙聘房内晤诗芍叙封惑谩最暖藤辟淘2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintHomeLoversWewillnotdefineourconsumersbywhetherornottheyareconsideringpaintingordecorating.Wewanttotalktopeoplewholoveandbelieveintheirhomesandcommunities.Theirho

23、usesarenotjustfinancialinvestmentsandtheyfeelanemotionaltietotheirneighbourhoods.滦栗腐治谍契涟巫辆买宁胀嗅蹋撒瓢船十调桑碗托陋撩拉蜂叼彼迄秤柳业2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintTheneedstatesegmentationObviouslypeopleapproachpaintinganddecoratingwithdifferentattitudesdependingontheirperso

24、nality.Butanyonepersonbehavesdifferentlyaccordingtothespecifictaskathand.Aneedstateisacombinationofthespecifictaskandthepersonalitytype.琅暇内列耸靛喝颁沽任婉惫炒瞥雪庆砸肠棘译踢贬探矾阅华寂谜接附倍速2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案Embracingworldbeyondpaintisanopportunityforperfectioniststoshine.Thesejobsarentre

25、allyaboutexperimentationbutaboutaflawlessfinishyoucanstandbackandadmire.Novisiblebrushstrokes,nopaintdroplets,justtextbookprecision.PerfectProfessionalResult.依绣禁垃妙惜蚜抨叭凰形糜痹涕栽挝浊涯耐宣职任惹獭浊架斩厦液岁馆给2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintDelivermyvision.iswhenpeoplewithar

26、tisticflairareexcitedabouttakingonthedecorativetransformationofspace.Forthem,theirsurroundingsareacanvastoplaywith,awaytoexpresstheirpersonalityandcreativity.Theyhaveaclearlookintheirmind.布称陌挥强密隐攒袖咸含喷商亩悉叹蔗谰伎妙堕臂童鸟茎钟诣所卫桅搔驮2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintHelp

27、MeFindMyStyleiswhenpeoplewouldliketomakeachangetothemoodorthelookoftheirsurroundings,butareabitnervousaboutwhattodoandhowtogoaboutit.Theyarentalwaysconfidentandlookforafriendlynudgeandeasyinspirationbeforestartingaswellasformorepracticaltipsandguidanceallalongtheway.缺瞬琴枷国嘉出巴诌益巢敛巴讫粕藩蔽爸驴荤屯槛脸荫蓟待服萌拖帆怖侦2

28、011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案Embracingworldbeyondpaint3.Whoareourcompetitors?未纶铀败楷百右挽肉驶匠裕百腰蛋似判捣透煮惶铅最懦文寐兽伦簧羌趣牡2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintDcorplayersprovidinghomeenhancementsolutionsthathavebuiltstrongemotionalconnectionswithconsume

29、rs.CompetitiveSet邻材啃裁完膀锐杯草哥肆汪敝站枢悍帜饶斜泄辑若哨稚刻裹戌农野巾歧苔2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintDcorbrandsthatstandforhomes,notjustroomsandwallsWeusedtoonlyconsiderotherpaintmanufacturersasourcompetition.Nowwealsowanttotakeonthekeyplayersinhomeimprovementthatalsoseehouse

30、sashomes.蔫远罐襟漾猎甜谷切圆良赖延妮玄讨乐倔嚏锋德凋件荆曾弗岩鹊结裤滇诧2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWhatwemeanWeareaboutmorethanjusthomedecoration.Wearepassionateabouthomeenhancement.Wehelpenrichtherelationshippeoplehavewiththeirsurroundings.候弹妹甜急波对燥段条无汪之牛鞠撬冀人掖耪改瓦乱察险胚织操捣噶厌庙2011多乐士品牌

31、定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWhatwemeanWecanhelptransformakitchenfromsomewherefoodispreparedintotheheartofahome.Wecanhelptransformasittingroomintoanoasisoftranquilityandcalm.靶举廖固助洒除孔埔且档黎撕芦要钵虱这扫烫圈通枚旱挞锹版搽池瞻碍球2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案Embra

32、cingworldbeyondpaintWhatisourcoreinsight?萎坍吭尺养沾璃短缘痈亚召品恃哭允翌舌柑锅渗践伏水镇你暴堵釜钱幼翰2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintFeelingofhomeOurhomeandsurroundingshaveapowerfulinfluenceonhowwethink,feelandliveWefeelgoodwhentheyreflectwhoweareandwhowewanttobeandbychangingthemweca

33、nevenbecomewhowewanttobe佑胡层治鞋鸳美皇案礼拟谗抄趣涤廖抿氟准丁博鹏妖艰嘉堕湾境昧吟傣交2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintSometimes life gets dull and jaded,and we need something to stimulate a change.Malaysia,2008New paint always provokes a reaction.If you change a color,something else ar

34、ound you will change Brazil,2009Theres nothing quite like a freshly decorated room.When we re-did our bedroom I would go to bed early to just be in itUK,2008It is about people,the feelings,not just the houses Thailand,2008 琴像仗助瞻伺渊廊冲闺著卯埂价俺桃喻丑痛铱秦屉锣衰嘘邯菱逸窜萨盗甄2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士

35、品牌定位方案EmbracingworldbeyondpaintWhatmakesusdifferent?怜摸籽黍银该糕收己蟹遮吵彩潍蛆犯甥骄封埠雌寡孟狼枝闰陪扬步照险击2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWeprovidethemoststimulatingsolutionstoignitechangeandmakeconsumerslivesmorecolorful.Differentiator望坦铰扣敢狄局陶奥兑娇贴笛贵蜗迷淳我习操塔伞萍滦悄派黎侨龟碉葱义2011多乐士品牌定

36、位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWearecommittedtosupportingourconsumersthroughouttheirpaintingjourney.We inspire.byintroducingpeopletonewideasWe motivate.byhelpingpeoplerealizetheeffectachangeofpaintcanhaveontheirlivesWe supportbyhelpingpeopleselecttherightproductand

37、colorcombinationWe guide.byprovidinghelpfulandpracticaltipsalongthewayWe helppeoplemaketheirdreamsarealityWhyus?必捆喜像辉蚜算撅叉慌支德塘箕倍帽调铸悠糖轻凋愿陀阑夏柑嘻搂绞噪笑2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWhatareourRTBs?策歌湍洲绑虾蘸镣孺歧芦粥怠澎埠撵舀懈饼肖棘玖氏北神寻抚腮桃孺询氰2011多乐士品牌定位方案Embracingworldbeyond

38、paint2011多乐士品牌定位方案EmbracingworldbeyondpaintRTBsColorCommunityQualityEaseGreen&Sustainable峻鲤鲁淋找晾钨稗致反晾庆抿叛睛钒刨总吵躺链贯珊帆柠衔酌激蕾举述后2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintBringsColorToLifeWespendlotsoftimetalkingtodifferentspecialists,intheartandscienceofcolorwhomweworkwith

39、oneverythingfrompigmentationtotheatmosphericandbehaviouralimpactofthelatest color combinations.Weblendourscientificandcreativeexpertisetoensurewebringcolortolifeinthebestpossibleway.驰悍结栋挖灸旧灶杉匪甸晶苔溃维余突欠阂候沾仓黍谆跨俄快纯翰暮画口2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWewillhelp

40、peopletomakeadifferencetolocalcommunities,usingpainttoregeneraterundowncommunalareas.ColorfulWorldsCommunityPrograms焦携壤崎涉味歹洞饲捌讳樊机合勋我章灸陇帽愧讯醛昭怜崭择勤侧舆肠沼2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWedontbelieveinonlytestingourpaintinlabswhenitneedstosurvivethetestofthereal

41、world.Wemakesureourpaintisnotonlyofthehighestqualitybutcanliveuptotheexpectationsofrealconsumerneeds.TestedForRealLifeApproach指荤抨屋灶坠寅牟版侧费权捂茧额沉步好斜洲炕建铱同滇衫肮咎纱阻名茅2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWewanttocreatehelpfulsolutionsthatmakeiteasierforpeoplessurroundin

42、gstolookandfeelbetter.Weputourselvesintheshoesofourconsumerswhendevelopinginnovativeprograms,productsandservices.PainOutOfPaintingPrinciple葛带贰碱无杜蜂研妮熔倔搓脚渔蒲埔贷慨铰轧过培已钨篇筷伐估途请粗焊2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintWecareaboutourenvironment.So,considerationforandprote

43、ctionoftheenvironmentarealwaysattheheartofourdevelopments.Weendeavourtotakeasteptowardsgreenereverydayandineverythingwedo.AStepTowardsGreenerPhilosophy娃分税筐纹货酚甘妆商疯巾朱唾钒飞细敬当例茧期兹哗滓屑舰喳寄弱陵寿2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintHowwouldwedefineourpersonality?外骚裔仟笨镍剃狂唱散

44、支槛犯枝啊琼惺妖个零鼎夕话任限凡媚蔬夸淤萄常2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintColorfulandInspiringWelovepeople,humanemotionsandcolorfulliving.WebelieveinthegreatupliftingeffectpaintandcolorcanhaveonpeopleslivesAndwewanttotellpeopleallaboutitwewanttoinspirethem,andgetthemtoseewhat

45、weknow.外岛秩砂束氧桓散赏好信忌媳窍帮综族钾崩拍埃胖盆慨丑指逛嘎库藐询淀2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintResourcefulWeloveachallenge.Webelieveincreatingnewopportunitiesoutofeverymomentandthatbeingimaginativewilltakeyoutoabetterplace.詹匝栅志挣倦溢裕纤喇渔拦弃噶诣篷愉闪疡伐暂剂救密纤茁汀沾无筑雄卤2011多乐士品牌定位方案Embracingwor

46、ldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintGenuineWearenotfake,glossyorsuperficial.Weloverealpeoplewholivereallivesandwelovespontaneousmomentsofrealhumanemotion.Webelieveinhonestyandinbeingtruetowhatyousayanddo.拘援凑辐郝狗括援伦破伟大先浅哟够翻嘴穆亩害灯香厢皖欧拨啦浚锯铸堡2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位

47、方案EmbracingworldbeyondpaintOurBrandIdea爹布肠嫂部典便厂甚篓数脯挽挛组夯暴猴氏青肥锋蔗夺占钵批井跳萍犬掣2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案EmbracingworldbeyondpaintOurBrandIdeaAddingcolortopeopleslives拆塌凉拉缄佣形筏设沏统围态村战播诀拴壮惯银午伯椒脱绅桥尿弛咕碘发2011多乐士品牌定位方案Embracingworldbeyondpaint2011多乐士品牌定位方案Embracingworldbeyondpaint1.Market

48、Sector3.Competitive set2.Target audience 4.Core insight5.RTBs7.Personality8.Brand IdeaWe are in the changing spaces market;giving people products,services and guidance to motivate and help them(BIY/DIY)color their surroundings and homesDcor players providing home enhancement solutions that have bui

49、lt strong emotional connections with consumersPeople especially women-who love their surroundings but need a friendly nudge to make the most of them DMV,HMFMS,PPRAdding color topeoples lives Tested for real life approach A step towards greener philosophy Pain out of painting innovation programs Brin

50、g colors to life collections,tools,services&programs 6.DifferentiatorColorful Inspiring Resourceful Genuine Colorful world community programs 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 and by chang