glidden paint advertising plan
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lidden: Do-It-Yourself Done Right
Presented By:
Enticing
Advertising
G
Table of Contents
Introduction....................................................................................3Background.............................................................................4-6 Historical Context...............................................................4 Situation Analysis................................................................5 SWOT Analysis.....................................................................6Objectives.....................................................................................7Research...................................................................................8-11 Objectives...............................................................................8 Target Market.......................................................................9 Brand Value Proposition..............................................10 Campaign Strategy.........................................................11Message...............................................................................12-16 Media Executions............................................................13 Radio Ads..............................................................................14 Story Board..........................................................................15 Message Testing..............................................................16
Media....................................................................................17-19 Objectives........................................................................17 Media Mix.......................................................................18 Media Budgeting.........................................................19Engagement Programs.................................20-21 Internal Engagement Programs......................20 External Engagement Programs......................21Evaluation................................................................................22Appendix.......................................................................23-27 Message Testing Survey........................................23 Brand Value Proposition Survey........................24 Member Bios.......................................................25-26 Works Cited...................................................................27
Introduction
The challenge for the our company is to help build awareness
and consideration for the Glidden paint brand within US Walmart
stores by developing an integrated and multi-platform marketing
effort for three different customer segments.
Glidden has been a trusted American paint brand since 1875. Glidden has been able make itself a mainstay by cost-effectively providing the tools for “Do It Yourself” painting. The brand has recently entered a valuable partnership with Walmart. By combining the quality of Glidden Paints with the familiarity and trust of Walmart, the superstore can become a one-stop shop for home décor and small renovations. Enticing Advertising’s main goal through this strategic communication plan is to build a rush to the paint aisles amongst existing Walmart customers.
Using a multimedia approach that reaches our diverse and family-focused target market, Enticing Advertising will raise Walmart’s profile as a trusted vendor of paint. Ultimately, we hope that Walmart customers will recognize and prefer Glidden paints.
Objectives
Executive summary
3
Historical Context
Glidden Paint was founded in 1875, the namesake of Francis H. Glidden. The new company was an integral part of Cleveland’s economic growth in the late part of the nineteenth century. After growing in size well into the World War II era with products ranging from paint to food goods, Glidden estab-lished itself as an innovator in the paint industry with Spred Satin, the first water-borne interior latex paint, introduced in 1947.
Throughout the 1980s, after over 100 years in business, the Glidden brand began to disap-pear after being acquired by Industrial Chemi-cal Industries. This company was, in turn, pur-chased by AkzoNobel, in 2008.
The Glidden Paint brand has experienced a
revitalization, with updates to
packaging, branding, and color selectins, along
with a new labeling system, and,
most importantly, a partnership with Walmart.
Today, as Walmart works to improve its image
as a viable paint retailer, Glidden aims to be a
fun and friendly brand for Do-It-Yourselfers.
4
Situation Analysis
Competitive Forces:
Home Depot and Lowe’s are Walmart’s biggest com-
petitors. Both stores are soley dedicated to home
improvement while Walmart is known for being a super
store. One of our goals is to let our audience and com-
petitors know that we sell paint brands such as Behr
and Valspar. This forces Glidden to differentiate itself
from potential competition.
Economic Forces:Over the past few years, the housing market has been
in freefall. Most home improvement projects happen
when people move or sell their house. With so many
people having issues selling their homes, there is a
smaller demand for paint. Recently the economy has
shown promise and continues to look upward. This is
good for sales in general because people have money
to spend.
Technological Forces:
Over the past decade, paint has started to become consumer-friendly by lowering the amount of fumes given off by paint. This allows for people to paint and move into that space soon after. Also the paint industry has been moving toward being more eco-friendly and “DIY” friendly. This year, Glidden released a new multi-purpose paint which allows customers to paint small blemishes or cracks without using a preparation poduct.
Socio-Cultural Forces:People buy paint to express themselves in the form of home décor. Most people like the thought of picking a pallet and doing something themselves. Many of our competitors have used color inspiration in the past. Glidden will attempt to differetiate itself from the competitive brands but alsokeep the same message of self-ex-pression.
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Good diversity of paints Good relationship with existing customers
Increasing “DIY” market Can do more publicizing about what they do for communinites through projects and donations
SWOT Analysis
Other paint brands are now releasing cheaper brands Has to compete with other Walmart brands
Different kinds of Glidden Paint available at different stores Not as well known as other paints
Strengths
Weaknesses
Opportunities
Threats
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Objectives Marketing Objective:The marketiing objective is to increase awareness and consideration of Walmart as a paint retailer to 75% and 50% respectively.Communication Objective:
The communication objective is to ef-fectively target and reach our market of rental “DIY” shoppers, family focused shoppers, and “DIY” shoppers that shop for routine maintenance and décor. Time Frame:
Our time frame for this specific
plan is May 2014- September
2014
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Research Objectives
The main focus of the research conducted is to determine
Glidden’s standing in the house paint market in terms of
strengths and weaknesses and their relationship with their
competitors. The research aids in the decision of which forms
of media will be the most effective in reaching the target
demographic. The final purpose the research is to examine
which qualities members of the target demographic look for
in a house paint, and to what degree Glidden Paint is
perceived to have these qualities.
8
Target MarketsA target market is the population that the marketing pllan aims to reach.
The first target audience Glidden is advertising to is the “Do-It-Your-
selfers”. Typically, the demographic consists of women millennials, whose
age ranges from 20 to 30 years old. These women are mostly bud-
get-constrained and are looking for the opportunity to stretch a dollar. Al-
though target market one is eager to work on projects, they have the least
experience in painting. This makes them more likely to do smaller projects,
instead of taking on something too difficult. It’s also possible for them to
get overwhelmed easily, which makes them open to help. These custom-
ers usually shop at “all-in-one” stores, but might be more likely to shop at
big-name paint stores when looking for helpful knowledge. They are also
constantly budgeting how much they should spend and geographically
come from small cities.
The next target market consists of young families with a lower income. Their ages range from 25 to 30 and these families typically enjoy affordable decorating projects. Their plans normally entail one-day projects, children’s room re-dos, and big impact projects with a heavy focus on a kid-friendly atmosphere. About 72% of this target market usually buys Walmart paint and enjoys painting in general. They’re typically not very confident on the projects they work on. Target market two generally resides in suburban areas.
The final target market is the existing Walmart shoppers, the baby boomers, who are devoted to shopping at their favorite store: Walmart. They usually shop at the store out of convenience and value. They want to buy good quality brands without paying extreme prices. The baby boomers realize that painting takes time and have more experience in it than other customers. They like decorating in a simple fashion and show more confidence when executing their projects. Tarket market three already shops in Walmart but is not aware that there is a paint aisle located in the store. These Walmart shoppers do not enjoy painting, but are usually perfectionists when working on their projects. They geographically live in suburbs as well as small and large cities.
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Brand Value PropositionEmotional Benefits:
All of the respondants agreed with the statement “Finishing a paint project makes me feel accomplished.”
Self-Expressive Benefits:
Our survey also evaluated how po-tential customers rated self-expres-siveness during paint projects. Our primary research (survey) indicated low scores in self-expressive benefits: Respondents place little importance on the perceived classiness of a prod-uct (2.5 out of 5), and only moderate importance on the ability to express creativity in a paint project (3.4 out of 5). However, the Glidden case study indicated that one of the three target markets (“Young Female DIY-ers”) is experimental and expressive,. This allows them to take creative ownership over their homes.
Functional:
Our customers purchase interior paint with a “get the job done “attitude. One of the most important factors our cus-tomers look for in our products is dura-bility. They are looking for a paint that will last a long time and develop mini-mal deterioration. On our survey, Glid-den was rated the highest for durability from a list of qualities we presented to our subjects. Many of our customers were not familiar with the Glidden paint brand and this presents a challenge for us. Another one of the challenges presented through this brand is the lack of familiarity. Many of the potential consumers surveyed did not even know Wal-Mart sold paint.
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Problem to Solve: Helping Glidden become a viable competitor in the “DIY” paint market as well as the one-day project paint market.
Through in-depth primary and secondary research in our multi-generational target markets; we have seen a direct correlation between inspiration found on social media websites and HGTV, and the purchase of our product. Our goal is to increase market share in all target markets. We plan to propose a message that addresses the simple initiative “DIY”-ers can take to do their projects correctly. Our message is: “Do-It-Yourself Done Right.”We plan to get our message out through immersive and engaging advertising. Our marketing campaign will be led primarily through social media and other owned media outlets. In addition, we will create supportive media in the form of advertisements and TV slots. This partnered with the creation of “National Do-It-Yourself Day” and various other promotions throughout the fiscal year will lead to our overarching goal of putting Glidden back at the top of the “DIY” paint market.
Campaign S
trategy
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Creative Strategy
We plan to utilize social media as well as other forms of owned media
in collaboration with traditional channels to reach all audiences and
effectively inspire people to do it themselves. National DIY Day, the last
Sunday in August, is strategically scheduled for one of the few brief
moments when homeowners with families are free to achieve their
improvement goals. By setting aside such a day, we ensure that our
target market feels equipped and capable of completing their home
painting projects, using the brand that inspired them to do so: Glidden.
“DIY Done Right” is the idea that affordable projects can be done with ease on your own. Glidden’s the right company to get you there.
BOOM FACTOR
Message Visual StrategyBy depicting “that one project” that you’ve never gotten around to, our ads will evoke recognizable images and emotions, providing incentive and persuasion to finally tackle it. The television ads will also feature time-lapse imagery of a young woman experiencing the passage of time. The emotional associations with time, and the speed with which it passes, will also serve as motivation for the target markets to take on their dream project.
Verbal Strategy
With our print ads and other forms of media (owned and bought) we plan on expressing that Glidden makes painting easy. A painting project is just a snap away from transform-ing a boring dresser into a conversation piece when guests are over. It’s easy and affordable, and you can walk out of Walmart with everything you need in one simple trip. The slogan “DIY Done Right” fits the product because it is simple, relatable, and timeless. With one day project over and done with you will easily look like a professional came to your house. 12
Media ExecutionsPrint Ad Facebook Page
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Radio Ads
Radio Ad 1
(Soft, upbeat music begins playing in the background)Wife: Honeyyyyyyyy, the bathroom looks too dull.Husband: (sarcastically) Okay dear, I’ll get right to it. Wife: Honeyyyyyyyy, our living room isn’t welcoming enough.Husband: (A little annoyed) Yes darling, I’ll do that as soon as possible. Wife: Honeyyyyyyyy, the wallpaper is peeling and I don’t feel like putting up new ones.Husband: (Clearly peeved) I’ll jump right on that, sweetie! VO: Is your honey-do list getting out of hand? Stop by your local Walmart and pick up a can of Glidden paint to make that honey-do list, become a honey-done list!Wife: Wow honey! The house looks so fresh and new! Nice job!Husband: (with a sigh of relief) All in a day’s work.VO: It’s time. Glidden, Do-It-Yourself done right. From Walmart.(Music comes to an end)
Radio Ad 2
(Begin happy, upbeat, go-lucky music)Young Woman: I can’t wait to see our new place!Young Man: I know! And the landlord is renting it to us at such a steal!(Sounds of Door opening, music abruptly stops)Young Man: (clearly flustered) It… I… Uh…Young Woman: (totally dejected, with a hint of annoyance) It looks like my Grandma Esther wallpapered the place...(Music picks back up)VO: Does your new place need a little life put into it? Stop by Walmart to get a can of Glidden paint to freshen up your space!Young Woman: Wow! This place looks so lively and new now!Young Man: I wonder if this paint will work on your Grandma Esther too?VO: It’s time. Glidden, Do-It-Yourself done right. From Walmart.(Music ends)
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TV Ad Story Board
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Message Testing
We chose to test our media through a survey. We interviewed people within our target audiences just like the previous survey. They all man-aged to have a basic understanding of our ads and what we were trying to sell. The people that we surveyed agreed that they would need to go to Walmart to get more information about the quality of the paint. The people we interviewed found that the ads targeted their emotions and made them relate to the people in our ads. Our ads were also very simple, clear, concise and straight to the point according to the responses from the survey. We succeeded in our goal of creating advertisements that relate to our consumers and generate possible interest in researching more on our product.
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Media ObjectivesReaching Our Target Market:
In our media strategy, one of our largest priorities is to reach
every target market through one campaign. The “DIY Done Right Campaign” does this well by being something all ages can relate to on an emotional and behavioral level. In order to
reach the target audience (all three markets combined) we will use a variety of different media.
Geographic Location of Our Campaign:
Because Walmart is a national chain, our media will be used
equally around the country. In our research we have not
identified one region that is at a greater loss in the paint
market than any other, so a wide-stroke approach present-
ed itself as the best possible option.
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Our campaign will utilize almost all forms of media. While we are
running print ads, television ads and a radio campaign. We also
will be utilizing different forms of social media via the internet.
One of our main approaches will be crafting a “DIY”- centric
Pinterest page. This will serve to help with the inspiration part
of the purchasing process. Along with the Pinterest page, we
will also utilize YouTube to upload tutorials on simple, one-day
projects leading up to National DIY Day. This, in addition to a
revamped Facebook page, will revitalize Glidden’s look and feel
in the paint market.
Media Mix
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Media Budgeting
Our media budget will be split between online, print, ra-dio and television. 20% of our budget ($2,000,000) will go towards online advertising. 40% ($4,000,000) will go towards creating and distributing print ads. 10% ($1,000,000) of the budget will be used to create and air radio ads. The last 30% ($3,000,000) of the bud-get will go towards airing telvision ads the months leading
up to National Do-It-Yourself Day.
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Engagement Programs
Research by both Glidden and Enticing Advertising strongly indicates that while members
of the target markets have generally positive attitudes toward Walmart, they are not
likely to shop for paint products at that store. Walmart is not currently perceived as being
competitive in its ability to offer expert opinions and advice on paint purchases.
For this reason, we are proposing that Walmart train its employees in order to enhance
their abilities to sell paint. They will undergo one annual training session, and become well-
versed in the benefits of all Glidden varieties. Walmart employees will be ready and able
to answer all customer paint questions. Customers will be eager to find out more when
they see the pins reading “Ask me about our paint! I’m an expert” worn by employees,
accompanied by the Glidden logo.
Internal Engagement
May 2014
Walmart and
Glidden will design
training program
June 2014
Training will be
implemented
throughout month.
July 2014
Evaluation
2015 Repeat, pending evaluation
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External engagement programs
The cornerstone of our plan for the Glidden brand is National Do It Yourself Day. Through-
out August, Glidden advertising will focus on this event, which takes place on the final Sunday of
that month. National DIY Day is a day on which all families are encouraged to take on a home
painting project they’ve never found the time to do before. This day is very much in the spirit
of the main advertising imagery: an unpainted dresser and wall. While everyone’s unfinished
project differs in scale and form, we all have one, and the National DIY Day campaign will drive
families to Walmart to finally see them through.
May 2014 Begin National
DIY Day TV ads
August 2014
Begin National DIY
Day magazine
ads
August 31, 2014
National Do It
Yourself Day
September 1,
2014
Return to regular
advertising/begin
evaluation
2015Repeat, pending evaluation
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Evaluation We will measure our success in increasing awareness and con-sideration in each target market separately. This will be done through exit surveys, analytics through social media and email campaigns. We
expect to see the greatest increases in awareness and consideration
in the month of August, through National Do-It-Yourself Day. We will measure the broader success of our plan through sales
figures, support of National DIY day online and in-store, as well as how
much earned media we have acquired.
End of Month Awareness ConsiderationCurrent 66% 23%
May 2014 68% 29%
June 2014 69% 33%
July 2014 70% 39%
August 2014 73% 47%
Spetember 2014 75% 50%
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Appendix
All Ads
Does this ad make sense to you?What words would you use to describe this ad?What product does this ad appear to be advertising?When you see this ad, what does it make you think about?To what degree does this ad influence your interest in buying paint from Walmart?
TV Ad
In your opinion, the visual and auditory cues described fit your interpretation of the ad’s message?Which emotions might this ad convey? Are these emotions effective for an ad for this product? Why or why not?
Radio Ad
Did you feel that this radio advertisement gave you enough information about the product?Did you feel overwhelmed by the amount of information in this ad?What emotions did the audio cues in this ad portray in your opinion?
Message TestingSurvey
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Gender:Age:Race (optional):Homeowner/Renter?:Estimated Income (optional):How often do you shop at WalMart (choose one): ___ more than once a week ___ once every one-two weeks ___ once or twice a month ___ more than once a year ___ once a year or less ___ never/very rarelyHow often do you buy house paint at WalMart (choose one): ___ more than once a week ___ once every one-two weeks ___ once or twice a month ___ more than once a year ___ once a year or less ___ never/very rarelyHow often you do house painting projects: ___ once or more a month ___ about once every three months ___ several times a year ___ about once a year ___ once every two to five years ___ less than once every five years ___ I have never done a house painting projectIn one sentence, what goals and expectations most typically lead you to purchase a housepaint?
Rate, on a scale of 1 to 5, how important each of the fol-lowing qualities are to you in a house paint brand:__ Cost__ Availability of Product__ Familiarity with Brand__ ”Homey”-ness__ Perceived classiness__ Variety of Colors
__ Environmental friendliness__ Ease of use__ Durability__ Trueness of color to paletteWho influences you the most in your decision-making in buying paint?- friends- family- store employees- home improvement magazines- other (please specify) __________Based on your current perception of the Glidden Paint brand, how would you rate Glidden paint on the following qualities?__ Cost__ Availability of Product__ Familiarity with Brand__ ”Homey”-ness__ Perceived classiness__ Variety of Colors__ Environmental friendliness__ Ease of use__ Durability__ Trueness of color to paletteRate, on a scale of 1 to 5 the degree to which you agree with the following statements, with 1 being “strongly disagree” and 5 being “strongly agree,” with 3 being neutral.__ I only trust paint that professionals use.__ Being able to express my creativity with the paint I choose is very important to me.__ I am more likely try paints that are fume-free.__ I am more likely to use paints that involve less prepa-ration time (mixing, drying).__ Being in a freshly painted room makes me feel at-home.__ Finishing a paint project makes me feel accom-plished.__ I am more likely to use a paint brand with a variety of
unique colors.__ I often feel overwhelmed by the work involved in ma-jor home improvement projects.__ I am more likely to buy paint from a store that offers other products I need.__ I regularly look at home improvement magazines.__ I am more likely to trust a store specializing in home improvement products when buying paint.__ I spend a lot researching and planning before choosing a house paint.__ I use two-in-one paint and primer rather than buying both separately.__ I feel overwhelmed by the variety of paint and paint-ing products available.How often do you buy the following brands of paint? (choices: more than once a month, once a month, once every two months, once every six months, once a year, less than once a year, never)Benjamin Moore _____Behr _____Ralph Lauren ____Glidden _____Sherwin-Williams ______Valspar ______Pratt & Lambert ______Farrow & Ball ______Other (please specify) ______Please rate the paint brand that you purchase most often on the following qualities:__ Cost__ Availability of Product__ Familiarity with Brand__ ”Homey”-ness__ Perceived classiness__ Variety of Colors__ Environmental friendliness__ Ease of use__ Durability__ Trueness of color to palette
Brand ValueProposition
Survey
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Kyle James is a freshman from Massillon, Ohio. He is currently pursuing a major in Integrated Marketing Communications with minors in Economics, Finance and Honors. He is currently the Treasurer of thaca’s IABC Chapter and the Multimedia Chair of the Student Activities Board. After college, Kyle hope to achieve a career in the sports marketing field, ideally with a Major League Soccer team. It is Kyle’s lifelong goal to go to Slovakia and explore the area where his ancestors used to live.
Jared Wolf is a sophomore Integrated Marketing Communications major from Watertown, NY. He aspires to work in PR for a non-profit organization, ideally in the mental health sector. He is making his mark on campus as a member of SCNO, ICTV and Active Minds, of which he will be co-president next semester. His secret dream is to hold the world record for standing on one foot.
Maddy Clark is a freshman Integrated Marketing Communications major from Duxbury, Massachusetts. She aspires to work for the More Than Me Foundation Headquarters doing Advertising and Design. She is an active and dedicated member of IC More Than Me, the IC Supports Our Heroes eboard, Pitch Please Accapella Group and Student Leader on the Ithaca College Social Media Team. In her spare time she enjoys creating prints and posters for More Than Me and doing freelance design work.
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Julia Kohn is a spunky and go-lucky type of girl. She hails from Sharon. Massachusetts and is a freshman at Ithaca College. She is current-ly majoring in Integrated Marketing Communications and minoring in Womens Studies. In her spare time she loves to volunteer at IC More Than Me. Her special talents consist of eating her weight in mashed po-tatoes, making three noises come out of her mouth at once, and know-ing how to pitch a product.
Carter Smalley is a freshman at Ithaca College from Philadelphia, Pennsylvania and is pursuing a major in Integrated Marketing Com-munications. Carter plans to begin a double minor in Legal Studies and Communication Management and Design in the near future. He participates in PRSSA (Public Relations Student Society of America), Campus Chorale and the Leadership Scholar program. He was re-cently appointed to Director of Philanthropy on the executive board for PRSSA. Carter’s lifelong goal is to meet Beyoncé.
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Works Cited
Tuten, T. L. (2008). Advertising 2.0: Social media marketing in a web 2.0 world. Santa Barbara: Praeger.
(2012). Glidden: Case study & policies and procedures.
(2012, June 26). Glidden coatings and resins. Retrieved from Encyclopedia of Cleveland History website: http://ech.case.edu/cgi/article.pl?id=GCRD
(2012, April). Paint buying guide. Retrieved from Consumer Reports website: http://www.consumerreports.org/cro/paints/buying-guide.htm
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