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

1、Embracing a world beyond paintE mb r a c i n g a w o r l d b e y o n d p a i n tWe love paintWe make paint.Great paint,that has made us famous as well as trusted all around the world.We l o v e p a i n t We ma k e p a i n t.GMeaning MoreBut we could mean more to the world than just paint.What if we

2、werent just making the world look better,but we were making it feel better?Me a n i n g Mo r e B u t w e c o u l d me a nOur SurroundingsOur 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

3、 us.O u r S u r r o u n d i n g s O u r s u r r o u n d i nAll over the world,when people talk about a newly painted room,they do talk about how it looks,but mostly about how it makes them feel.So changing our surroundings can have a huge effect on our moods and minds.Changing peoples perspectiveA l

4、 l o v e r t h e w o r l d,w h e n p e o p lReleasing the PotentialEven 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.As a result,were not quite as good as we can be.R e l e a s i n g t h e P o t e n t

5、i a l E v e n t hWe can help remind people how much better things can beWe c a n h e l p r e mi n d p e o p l e h o w We can help createStreets 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

6、when the world outside feels unfriendly.We c a n h e l p c r e a t e S t r e e t s p e oMake a difference A little bit of color can make a big difference.It has a magical effect on peopleIt can re-invent the familiar and make you look again at things you had taken for grantedIt can give you a smile

7、on the inside and put a spring in your step.It can fill rooms and homes with personality and lifeMa k e a d i f f e r e n c e A l i t t l e b iAnd paint is the simplest way to inject color into streets,workplaces and lives A n d p a i n t i s t h e s i mp l e s t w a y So,it is not just paint we are

8、 selling It is tins of optimism.In shades of calm,vitality and happiness.We sell tins of optimismS o,i t i s n o t j u s t p a i n t w e a rWe add color to peoples livesWe a d d c o l o r t o p e o p l e s l i v e sMaking the world feel betterWe believe in making the world look better and feel bette

9、r.Ma k i n g t h e w o r l d f e e l b e t t e r WeMaking the world feel betterWe want to help people unlock their potential and realize the uplifting effect that paint can have on their spirits.Ma k i n g t h e w o r l d f e e l b e t t e r WeHelping people outPeople need a friendly nudge.We can re

10、mind people of the wonders of color,and its power to transform We can help motivate people to get started and introduce more color into their lives.H e l p i n g p e o p l e o u t P e o p l e n e e d Adding color to peoples livesBrand filmA d d i n g c o l o r t o p e o p l e s l i v e sPaint is the

11、 simplest way to inject color into streets,workplaces and lives.So lets start adding color to peoples lives P a i n t i s t h e s i mp l e s t w a y t o iOur Brand PositioningConsumer FacingO u r B r a n d P o s i t i o n i n g C o n s u me r What are we going to look at now?Our brand positioning is

12、 the sum of all the parts of the brand pyramid Wh a t a r e w e g o i n g t o l o o k a t 1.Market&Sector3.Competitive set2.Target audience 4.Core insight5.RTBs7.Personality8.Brand Idea 6.Differentiator1.Ma r k e t&S e c t o r 3.C o mp e t i t i1.What market and sector are we in?1.Wh a t ma r k e t

13、a n d s e c t o r a r e We give people the products,services and guidance to motivateand help them color their homes and surroundings.We are in the changing spaces marketWe g i v e p e o p l e t h e p r o d u c t s,WeWe want people to thrive in their surroundings.We are not just selling tins of pain

14、t.We are helping people make the most of their homes and giving 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 optimismWe w a n t p e o p

15、l e t o t h r i v e i n t hPaintApplication toolsGeneral wall dcor(wallpaper,stencils,stickers)This means providing more than just paintPaintApplication toolsServices(online color help,painting and decorating services)General wall dcor(wallpaper,stencils,stickers)Over-stretchMaking furnitureBrand st

16、retchP a i n t A p p l i c a t i o n t o o l s G e n e r a l We are aboutGiving people all the help,inspiration and tools to make decisions about changing their surroundingsHelping them realize that paint is an easy way to make a positive difference to their homes by creating stencils,stickers,wallp

17、apers,home feeling advice,paint parties.Helping make the most out of the space people have got Making decisions for peopleProducing furniture and home accessories Encouraging people to move home or building new houses for them We are not aboutWe a r e a b o u t We a r e n o t a b o u t2.Who is our t

18、arget segment?2.Wh o i s o u r t a r g e t s e g me n t?People,especially women,who love their surroundings but need a friendly nudge to make the most of them.Need states:Deliver My VisionHelp Me Find My StylePerfect Professional ResultTarget SegmentP e o p l e,e s p e c i a l l y w o me n,w h o Hom

19、e LoversWe 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 emotional tie to their neighbourhoods.H o me L o v e r

20、 s We w i l l n o t d e f i n e The need state segmentationObviously 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 task and th

21、e personality type.T h e n e e d s t a t e s e g me n t a t i o n O b vis 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 Profe

22、ssional Result.i s a n o p p o r t u n i t y f o r p e r f e c tDeliver my vision.is 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

23、clear look in their mind.D e l i v e r my v i s i o n.i s w h e n pHelp Me Find My Styleis when people would like to make 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

24、 easy inspiration before starting as well as for more practical tips and guidance all along the way.H e l p Me F i n d My S t y l e i s w h e n 3.Who are our competitors?3.Wh o a r e o u r c o mp e t i t o r s?Dcor players providing home enhancement solutions that have built strong emotional connect

25、ions with consumers.Competitive SetD c o r p l a y e r s p r o v i d i n g h o me eDcor brands that stand for homes,not just rooms and wallsWe used to only consider other paint manufacturers as our competition.Now we also want to take on the key players in home improvement that also see houses as ho

26、mes.D c o r b r a n d s t h a t s t a n d f o r h oWhat we meanWe are about more than just home decoration.We are passionate about home enhancement.We help enrich the relationship people have with their surroundings.Wh a t w e me a n We a r e a b o u t mo r e What we meanWe can help transform a kitc

27、hen from somewhere food is prepared into the heart of a home.We can help transform a sitting room into an oasis of tranquility and calm.Wh a t w e me a n We c a n h e l p t r a n s fWhat is our core insight?Wh a t i s o u r c o r e i n s i g h t?Feeling of homeOur home and surroundings have a powerf

28、ul 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 changing them we can even become who we want to beF e e l i n g o f h o me O u r h o me a n d sSometimes life gets dull and jaded,and we need something to stimulate a change.Malaysia,200

29、8 New paint always provokes a reaction.If you change a color,something else around 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

30、 S o me t i me s l i f e g e t s d u l l a n d What makes us different?Wh a t ma k e s u s d i f f e r e n t?We provide the most stimulating solutions to ignite change and make consumers lives more colorful.DifferentiatorWe p r o v i d e t h e mo s t s t i mu l a t i nWe are committed to supporting

31、our consumers throughout their painting journey.We inspire.by introducing people to new ideasWe motivate.by helping people realize the effect a change of paint can have on their livesWe supportby helping people select the right product and color combinationWe guide.by providing helpful and practical

32、 tips along the wayWe helppeople make their dreams a realityWhy us?We a r e c o mmi t t e d t o s u p p o r t i n gWhat are our RTBs?Wh a t a r e o u r R T B s?RTBsColor CommunityQuality Ease Green&SustainableR T B s C o l o r Brings Color To LifeWe spend lots of time talking to different specialist

33、s,in the art and science of color whom we work with on everything from pigmentation to the atmospheric and behavioural impact of the latest color combinations.We blend our scientific and creative expertise to ensure we bring color to life in the best possible way.B r i n g s C o l o r T o L i f eWe

34、will help people to make adifference to local communities,using paint to regenerate rundown communal areas.Colorful Worlds Community ProgramsWe w i l l h e l p p e o p l e t o ma k e a CWe dont believe in only testing our paint in labs when it needs to survive the test of the real world.We make sure

35、 our paint is not only of the highest quality but can live up to the expectations of real consumer needs.Tested For Real Life ApproachT e s t e d F o r R e a l L i f e A p p r o a c hWe want to create helpful solutions that make it easier for peoples surroundings to look and feel better.We put ourse

36、lves in the shoes of our consumers when developing innovative programs,products and services.Pain Out Of Painting PrincipleWe w a n t t o c r e a t e h e l p f u l s o l uWe care about our environment.So,consideration for and protection of the environment are always at the heart of our developments.

37、We endeavour to take a step towards greener everyday and in everything we do.A Step Towards Greener PhilosophyWe c a r e a b o u t o u r e n v i r o n me n t.How would we define our personality?H o w w o u l d w e d e f i n e o u r p e r s o nColorful and InspiringWe love people,human emotions and c

38、olorful living.We believe in the great uplifting effect paint and color can have on peoples livesAnd we want to tell people all about it we want to inspire them,and get them to see what we know.C o l o r f u l a n d I n s p i r i n g We l o v e ResourcefulWe love a challenge.We believe in creating n

39、ew opportunities out of every moment and that being imaginative will take you to a better place.R e s o u r c e f u l We l o v e a c h a l l e n g eGenuineWe are not fake,glossy or superficial.We love real people who live real lives and we love spontaneous moments of real human emotion.We believe in

40、 honesty and in being true to what you say and do.G e n u i n e We a r e n o t f a k e,g l o s s yOur Brand IdeaO u r B r a n d I d e aOur Brand IdeaAdding color to peoples livesO u r B r a n d I d e a A d d i n g c o l o r t o 1.Market&Sector3.Competitive set2.Target audience 4.Core insight5.RTBs7.

41、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 built strong emotional connections with consumersPeople especially

42、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 Bring colors to life collections,tools,services&programs 6.Different

43、iatorColorful 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 changing them we can even become who we want to beWe provide the most

44、 stimulating solutions to ignite change and make lives more colorful 1.Ma r k e t&S e c t o r 3.C o mp e t i t iWhat does it mean in China?Wh a t d o e s i t me a n i n C h i n a?Local InsightT h e me 1 T h e me 2 T h e me 3 T h e me 4 L oInsight Our home and surroundings have a powerful influence o

45、n how we think,feel and live;we feel good when they reflect who we are and who we want to be and by changing them we can even become who we want to beGlobal Insight I want to make my familys life change for the better,home is where I can begin to make it happen.Through changing the home environment,

46、I can make my family feel more loved,secured,relaxed and vibrantLocal TranslationI n s i g h t O u r h o me a n d s u r r o u n dBoth celebrate the notion of CHANGE Both recognize the HOME as the pivotal area where change can happenCommonalities More deliberately family-centric/oriented(given the st

47、rong family-anchored emotional equities of the brand in China)Stronger sense of progressiveness with the strong optimism felt in almost every sector of Chinese society Go beyond physical or environmental changes it touches on emotional changesLocal NuancesInsight B o t h c e l e b r a t e t h e n o

48、t i o n o f We provide the most stimulating solutions to ignite change and make your life more colorfulGlobal We provide the most stimulating solutions to ignite change and your life more colorful,safe and harmoniousLocal TranslationDifferentiatorRationale More than just color,other aspects are also

49、 important Considerations in China(e.g.,safety,health)to bring forth discernible impact on the life of peopleWe p r o v i d e t h e mo s t s t i mu l a t i nBring colors to lifeColourful Worlds Community ProjectsTested for real lifeTakes the pain out of paintA step towards greenerGlobalColor Help/Co

50、lor impactMake life better program(eg.Dulux dream center/old residential repainting)Best-in-class Quality guaranteedEasy Paint ServiceSafety/Wellbeing commitment with breakthrough innovation ahead of needsLocal TranslationRTBB r i n g c o l o r s t o l i f e G l o b a l C o l oPersonalityResourceful