电通广告-TotalCommunicationStrategyofSmartpaint要点分析.pptVIP

Total Communication Strategy of Smartpaint Jul.7,2002 Market circumstances Consume research Product analysis Total Communication strategy Product：“Smartpaint” “万室佳” New technology of paint， enhance the general index of paints Objective：promotion for new brand launch Provisional launch time：2003.8-2003.9 Provisional major cities：Shanghai, Guangzhou The global demand for paint products keeps increasing According to marketing research report of Freedonia,to 2005, the global demand for paints will reach 28 million tons/year, while the annual increase rate is 3.7. The biggest market will be in Asia, with the annual increase rate in China reaching 7% Paint competitive state of China There are 2500 local paint factories,and 50 to 60 foreign invested factories. The world’s top 10 enterprises have entered the Chinese market, while the international paint enterprises occupy 45% market share in China 30% market share in china belongs to the products of ICI and Nippon,and these two corporations occupy almost 50% market share in the area of middle and top level products Brands use selling propositions like “environmentally friendly”, “functions”, “colorful” , for example:ICI—Extra easy washing、Nippon—“CCM” DuPont enjoys high brand awareness and very positive image in China Regional Differences DIY has still not been mature in China, consumers are the major decision makers in distributions. Apart from the influence of TV, consumers will consult friends,relatives,designers and even shop assistants during the course of buying. Almost 90% of consumers will patronize the brand they have previously bought, which indicates high brand loyalty. Main target customers are between 26-55 years old Most of buying decision makers are male family income around 4000RMB mostly select product at middle and top-grade product All consumers in three cities pay great attention to “high quality”,but there are some differences. -BJ valued no irritating odor, environmentally friendly most