Sherwin Williams Powerpoint

Marketing 2202 Presents... The Six Pack In... ® Duration! The Case Study that leaves critics saying “At least it’s more exciting than watching paint dry!”

The Six Pack How best to introduce Duration into the market, raise awareness in the target market to 90%, gain a 25% trial rate and 20% preference over the next year? The Problem

Facts and Assumptions ,[object Object],[object Object],[object Object],[object Object],The Six Pack

[object Object],[object Object],[object Object],Facts and Assumptions cont’ The Six Pack I’d put Duration on This Old House any day!

Research ,[object Object],[object Object],[object Object],The Six Pack

Research cont’ ,[object Object],[object Object],[object Object],[object Object],The Six Pack

SWOT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Six Pack Strengths

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Six Pack Weaknesses

[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Six Pack Opportunities

[object Object],The Six Pack Threats

[object Object],[object Object],Competitive Analysis The Six Pack PPG Industries Akzo Nobel Benjamin Moore

Competitive Analysis cont’ ,[object Object],[object Object],Vinyl Stone Brick Stucco The Six Pack

Alternative #1 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Six Pack

Target Market ,[object Object],[object Object],The Six Pack

The Six Pack Creative Brief cont’

Solution ,[object Object],Advertising Sales Promotion Publicity The Six Pack Not Aware Advertising, Publicity Aware but no Knowledge Advertising, Publicity Interest Sales Promotion and Advertising Evaluation Sales Promotion Trial Sales Promotion Adoption (remind/reinforce) Advertising

Plan of Action ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Six Pack

Plan of Action cont’ ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Six Pack

Duration can go on bare wood without a primer and only requires one coat for each surface. Duration saves you hours of time that can be spent on other jobs. Finally the future of painting has arrived! Sherwin Williams has come up with a revolutionary, advanced “superpaint”.

YOU ONLY NEED ONE COAT! Duration can go on bare wood without a primer and only requires one coat for each surface. Duration saves you hours of time that can be spent on other jobs. Finally the future of painting has arrived! Sherwin Williams has come up with a revolutionary, advanced “superpaint”.

Plan of Action cont’ ,[object Object],[object Object],[object Object],[object Object],The Six Pack

The Six Pack Course Concepts -Advertising -Publicity -Sales Promotion -Market Segments -Communications Effects Pyramid

References ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Sherwin Williams Powerpoint

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