Glidden Paint Campaign Book -- GP Relations

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  1. 1. 2 Introduction Executive Summary & Overview... 3 Background Historical Context... 4 Situational Analysis... 5 SWOT Analysis... 6 Objectives Narketing & Communication... 7 Timeframe... 8 Research Primary & Secondary... 9 Target Narket... 10 Brand Value Proposition... 11 Campaign Strategy... 12 Nessage Creative, Visual, & Verbal Strategy... 13 Executions... 14-16 Nessage Testing... 17-18 Nedia Objectives... 19 Flowchart... 20 Budgeting... 21 Engagement Programs Internal... 22 External... 23 Evaluation... 24 Appendix... 25-27 Table Of Contents
  2. 2. Introduction Executive Summary: Glidden paint has always had a reputation of being affordable, easy to use and reliable. Glidden believed that placing their products in Walmart stores nationwide would increase their sales, but the opposite has happened. Their sales have steadily declined because most consumers do not consider Walmart to be a paint retailer. But, GP Relations has devised a plan to help raise awareness about Glidden paint. GP Relations has redefined the target markets for Glidden paint as recent college graduates, people starting new families and/or moving into new homes and retirees. Gliddens old slogan Do It Yourself was weak, so GP Relations redefined Glidden Paint as the Nilestone Paint and gave Glidden a new slogan (For the Nilestones in Your Life). GP Relations also devised the most effective mediums to introduce the new and improved Glidden paint, which are TV and YouTube commercials, print ads and billboards and social media. Our goal is to help Glidden paint be redefined as the paint consumers use for lifes big moments. Overview: With the budget of 10 million dollars, we hope to provide the opportunity to give Glidden Paint a new and improved legacy. By creating specific target audiences to market our new slogan, Glidden: For the Nilestones in Your Life we believe this will be an effective way to instill a loyal, family vision of the Glidden paint brand. Our ad campaigns will depict a series of milestones that a wide range of age groups can visualize and relate to. With our use of external and internal engagements, we will not only engage consumers by offering contest incentives, we will also engage the employees interest in the revamped Glidden paint brand. This will allow us to accomplish our goal of providing consumers with a great awareness and consideration for Glidden paint at Walmart stores. 3
  3. 3. Historical Context Francis H. Glidden founded the Glidden Paint brand in 1875. The American brand was first targeted to the average person who wanted to complete a paint job with little difficulty or fuss. Therefore, Glidden was viewed as a do it yourself kind of brand which ultimately shaped their legacy. They established themselves in the big market by being the first in many categories. Glidden paint was the first brand to create a water-borne latex paint, an environmentally friendly paint and finally a unique ceiling paint that appears bright pink at first stroke, and then dries bright white to ensure accuracy. The brand began to struggle as a competitive market began to flourish. Gliddens issues with marketing their product led to the decline of their brands equity. As a result, in 2003 through 2008, the Glidden market share declined 40%. Gliddens once faithful legacy was renamed as a poor quality, old-fashioned brand. In 2009, Glidden began to save their brand. They transformed their product by revamping the product packaging, created mini color centers, as well as simplified the confusing process of product selection by utilizing a labeling system. Glidden also created new brochures and paint chips to benefit the consumers needs. 4
  4. 4. Situational Analysis Competitive Forces: Our main competitive forces right now is that people are unfamiliar with Glidden paint. Nany people would name our competitors such as Behr and Sherwin Williams before they would name Glidden. On the paint side, we have competition but we also have competition on the Walmart side of it as well. Nany people are unfamiliar about the paint section of Walmart. Nost of the people we have surveyed said that their first place to look for paint would be Home Depot then other places such as Lowe's. Competitively on both sides of the spectrum, we are at a disadvantage. Economic Forces: Economically, Glidden paint has an advantage because by marketing specifically at Walmart, the company seems more economical to most customers. Paint at bigger companies, such as Home Depot and Lowe's, can be very expensive (up to $40.00) while at Walmart with their everyday low price guarantee it is only $23.00 per gallon. While that doesnt seem like too much if you have to buy ten gallons of paint, it is a significant difference. Economically, we are at an advantage. Political Forces: Glidden hasnt had any political problems because the products are made in America. This has been a big argument lately around the political spectrum where things are manufactured. Politically, Glidden paint is at an advantage. Legal/Regulatory Forces: Legally, Glidden paint is at an advantage because the only lawsuits that have been against them in the past ten years have all been dismissed and were proven wrong. The lawsuits were about lead in the paint but the company has since not had a lawsuit. Regulatory forces are only about lead in our paint and those have been dismissed because we no longer have lead in our paint. 5
  5. 5. SWOT Analysis Strengths: Sells in 3500 stores across US Walmart has a lot of advertiser time/space Nade it known that it was environmentally friendly Dominant indoor paint retailer at Walmart Ousting Sherwin-Williams. arriving at number one, partnership with Better Homes & Gardens Glidden brand strives to be: easy, uncomplicated, bold, modern, fresh and friendly Weaknesses: Walmart is not considered paint retailer/home improvement store, therefore people dont look in paint section much Way of bringing consideration was weak (paint chips, brochures) Original logo do it yourself was weak 40% decline between 2003 and 2008 Perceived as poor quality by both consumers & store associates Home improvement stores have a higher rate of consideration and action than Walmart Opportunities: Expand in more stores Use Walmart advertising to expose more people to Glidden paint (internal advertising) Social Nedia: Pinterest and Facebook Simulation (implement it into Walmart) Upload a picture of what your room looks like, see what a Glidden color would look like in your room Putting iPads in Walmart to use social media sites Revamped image in 2009 (sleek packaging) Threats: Walmart is so large, easy for a brand to get swallowed up in it Benjamin Noore (one of the main competitors) is also targeting young women (connecting it to fashion & makeup) Olympic paint campaign focuses on value message, which is a direct threat to Glidden paint Clarke & Kensington launched campaign in Narch of 2012 relating to dating/matchmaking (probably targeting same target market as ours) Every competing brand has two in one paint & primer and new advertising campaigns 6
  6. 6. Objectives 7 Narketing: Our marketing objectives are mainly focused around television and print ads. They play strongly on the emotions of our target markets. We want to make sure that our target markets make a special connection with Glidden Paint, so that when they go to make their milestone they immediately think Glidden. Communication: The communication needs to be focused around Glidden paint being sold at Walmart. GP Relations wants our market to know where exactly to buy our paint. We also want to focus on communicating that Glidden paint is sold at Walmart, so that Walmart is the first store people think of when they think of where to buy paint, by doing this we will also make their first thought for paint Glidden.
  7. 7. Timeframe 8 Nay: Launch both television advertisements Nay: Start the social media campaigns Nay: Start The Color of Your Nilestone contest for employees June: Distribute father and daughter mass transit ad and billboards June: Start Show Your True Colors contest with television show, I Hate Ny Kitchen June: Announce winner of The Color of Your Nilestone contest July: Start Create Your Color contest for Walmart August: Distribute Nake your house a home ad throughout Walmart, Ikea, Nichaels, and Babies R Us August: Announce winner of Show Your True Colors contest August: Announce winner of Create Your Color contest
  8. 8. Research Primary Research: Observations: For first hand observation, we took a trip to Glidden Paints designated area in a Walmart store. We examined the paint centers location, accessibility and aesthetic design. We concluded that there was much work to be done in revamping Gliddens declining brand. We also conducted a survey to consider Gliddens popularity, target market and quality. Secondary Research: To understand Glidden as a brand we examined the case study provided to investigate further details about the companys marketing strategies, brand image and brand equity. By viewing Glidden paint as it is projected on the Walmart website, we were able to analyze the lack of appeal and design customers encounter at first sight. We also researched their most recent campaign to observe their own efforts in preserving the Glidden brand. 9
  9. 9. Target Market Our target audiences include the following three different generations, Baby Boomers, Generation X, and Generation Y. We are targeting our product to these three different audiences in different ways. We show how the brand is complementary to those moving in on their own for the first time, starting a home with a family, and finally, settling down with an extended family of some sort, (children, grandchildren, etc.). With distributing our survey that we created, we were able to come up with definite demograp