Scoops

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Scoops:

Canyao Dais3483174

Guang Rens3390732

Gwendolyn Tans3526457

Nicholas Mun Kwong Leongs3493027

Taylah McLeans3485858

Thomas Janssons3454714

We are a young collective of RMIT students that have been brought together by our mutual love

of icecream. With diverse skills and industry knowledge we work together to craft creative solutions to any problem that is thrown at us.

Contents:

The Problemp. 3

Researchp. 4

Target Marketp. 6

Strategyp. 9

The Big Ideap.10

Executionsp. 11

Rationalep. 18

The Problem:Tested for over 40 years in Australian conditions, Dulux

Weathershield® will protect your home for as long as you live there. Designed to withstand all weather, from extreme heat to heavy rain, Dulux Weathershield® also

prevents UV damage and resists mould and stains. (http://www.dulux.com.au/products/weathershield)

Dulux, the brand itself, is a heavily advertised paint brand, and usually the main paint brand on a consumer's mind.

Because of this any product, new or old, within the Dulux paint range is known and trusted.

Industry Statistics:

Industry Size 2014/2015 $ million2950

Industry Turnover Growth Rate 2014/2015

0.92Industry Concentration Level

MediumEstimated DuluxGroup Market Share (%)

26.10Number of Enterprises in Industry

336

Marker Share:

DuluxGroup Limited26.10

PPG Industries Australia Pty/Ltd15.90

Valspar (Australia) Paint Aquisitions Pty/Ltd

10.80Akso Nobel Coatings (Holdings) Pty/Ltd

7.90

With many options available in the outdoor paint business, we want to raise awareness around the Weathershield

range so that consumers know they are making the right decision when choosing Dulux

Research:

Source: google.com/trends

Research: The strong fumes of paint would explain Rod’s (my sales assistant) extremely enthusiastic attitude towards paint. Rod was all about that paint just like Megan Trainer is all about that bass. Classic Rod. Firstly, Rod spoke very highly of the Dulux Weathersheild paint range stating it was “up there” with the best paints. Rod informed me that he has many customers that own their own local painting business that will only ever use Dulux. This was a big positive to hear, if he was telling me this positive feed back then he’d also be telling/ pro-moting deluxe to his customers. He assured me that with paint, money equals quality, therefore spending the extra $5 a tin would be worth it in the long run. Rod tells his customers to be practical when considering paint, cheaper brands will last half as long as what Dulux does, he explains that if you’re a big family, have young kids or are a busy household you should be considering a premium paint that is going to last. Rod admits that if he was serving an older couple, in their 60s, he would recommend a cheaper brand as their homes will soon be replaced by nursing homes and will therefore not need a life time guarantee. (He didn't actually say that, but I just connected the dots) Rod was a great bloke, don’t get me wrong, but he did say that his brand of choice was Haymes. As a painter himself he said that Haymes is the only brand he would use. Haymes retails around $61.70 for a 4 Litre tin and would also be considered, like Dulux, to be a premium paint. I enjoyed Rod’s honesty, however, I did notice that there was a lot of Haymes related point-of-sale around the store, including a huge Haymes flag out the front. This would make me think that the entire Paint Spot franchise preferred brand of choice would be Haymes also. This could be due to Paint Spot having some sort of deal with the Haymes brand, sales margins could be higher when the brand is sold or something along those lines. Rod, inspired by someone interested by paint, even helped me get a price check on each product in the Weathershield range and advised me to go for the largest tins and to buy in bulk to save some cash. I assume that Rod is much like most paint sales assistants, once a tradie that can relate to and solve any customers query. Rod speaking very highly about the Dulux Weath-ershield range what a positive sign that many other sales assistants felt the same way, this would mean that a customer would have a similar experience to what I have had. A customer will be convinced by their very own Rod that Dulux is the right choice for them.

Target Market:Attitudes:

I’m a ‘Mr Fix It’ type of person 44%I like things to stay the same

40%I tend to make decisions based on logic rather than emotions

69%I believe quality is more important than price

76% I try to buy Australian made products as often as possible

73%I will buy a product because of the label

19%I have favourite brands for most things I buy and I tend to stick to them

71%I can’t relax until I know the house is clean & tidy

42%I keep up-to-date with new ideas to improve my home

35%

Actvities:

Went to a home interiors store27%

Went to a hardware store74%

Demographics:

Parents of children U16 in house hold

53%

Men & Women, 35 - 60

Roy Morgan Research Ltd. Melbourne, Australia, Jan 14 - Dec 14

A Day in the Life Sarah and Dale met in year 12, so they're technically not high school sweethearts but to save explanation they just tell people that they are. Sarah works as a real-estate receptionist and Dale does large shop fits for stores such as Bunnings and Masters. In 2011 they married and returned home from their honeymoon with some extra baggage in Sarah’s stomach. Eva was born at the end of 2011 and is four today.

Dale starts work early and it’s up to Sarah to prepare Eva for Kinder. Sarah is highly organised when it comes to what tupperware container is for what food. Carrots, cucumber and savoys, Eva gets it all when it comes to her Kinder snack. Sarah works part time and job shares with another lady so the workload doesn't get on top of her. It is only a short commute to her work, however she has the radio blasting for the entirety of the 15 minutes and passes a few Billboards. Sarah and Dale work really hard to enjoy the finer things in life, such as their first big family holiday to Queensland at end of year. So with this in mind, they are trying to save as much money as they can. In the morning both Sarah and Dale check their social feeds. Sarah has sunrise on in the background when she is getting herself and Eva ready, while Dale is in and out of his car all day listening to Triple M (Big Eddie McGuire fan). Of a week-day afternoon when Sarah is off work, she has cartoons on for Eva, ABC, so no advertising there, as she catches up on her social feeds, her favourite mum bloggers and news headlines (especially anything pop culture or celebrity related). Of an evening when Dale returns home they both watch The Project and play games with Eva until she’s tired. They catch up on their favourite shows after 9 o'clock, unfortunately pre-recorded, so they can skip the ads and watch them faster.

When Dale gets home from work there’s always something to do around the house from changing a light bulb to painting skirting boards. They spend a lot of their time at Bunnings to buy all their supplies and are heavily persuaded into buying brands that they know and trust. They would rather buy a product seen in advertisements rather than a “no name” brand. They strong-ly believe that price is representative of the quality of a product and therefore don’t mind spending a little bit extra if it will get the job done well. Dale is a typical male and rarely asks the sales assistants for help. This obviously frus-trates Sarah and would rather watch Eva play in the Bunnings kid’s playground than shop with Dale. Tensions are always high at Bunnings on a Saturday morning for all involved.

Sarah hates the grey colour of their home and has been nagging Dale for sometime to change it. Their house is relatively new, and the exterior is rendered. Weekends are their only chance to get big jobs done such as paint-ing, however, because it is such a daunting task Dale has been trying to subtly put it off and changes the subject whenever Sarah mentions it. Little does Dale know, Sarah has already done all her research on painting the exterior of a house. She has watched youtube videos, read up on her favourite interior de-signers’ blogs, she's done price comparisons and had a great study of all the reviews the internet has to offer. She has become quite an expert in exterior paint and if Dale isn't going to paint the house, she will.

Image found: https://stephaniemcfarland.files.wordpress.com/2012/07/web-img_8132_filtered-copy.jpg

StratagyWhen?Although Dulux Weathershield is able to withstand all kinds of seasons for decades, the most feasible time to paint the exterior of the house will be in late spring or early fall, it is recommended that the campaign will start weeks prior and during the seasons to promote painting ones home. The advertisements will run heavily within these months - March, April, October, November - as it is the best time to paint a house. Within the winter months however we will continue our campaign via our social media posts. We will be up to date with the latest weather news, encouraging our consumers to share how they are coping in the winter months (if there are storms, blackouts etc.). This will able us to relate back to both the proposition and big idea.Facebook and Instagram posts will be shared on the brand’s pages on week-ends (Friday - Sunday), as weekends are more catered for family bonding ac-tivities or lifestyle content. The posts will be shared during lunchtime (12-2pm), where audience reach is the highest.

Where?Online Social Media: Facebook and Instagram contests with campaign con-tents to promote sharing among users.Online Video Streaming: 30 seconds YouTube pre-roll advertisements to trig-ger the consumer needs for the product. Digital Ad Banners on paint, hardware stores websites (Bunnings Warehouse, Inspirations Paint) and sites such as weather.com and weather.9news.com.au.In stores - within the paint section Influencers websites and bloggers who are experts in the field of home reno-vations and makeovers. They are able to provide information about the paint and methods on using them.

The Big Idea

'Make a mark that lasts a lifetime'

Executions:

30 seconds YouTube pre-rollOur main campaign video will be run on YouTube as an ad pre-roll. It will also be shared on Facebook to further interact with the target market.

Imbedding our video to play before currated content, we aim to effectively reach our target market. We aim to feature our ads before DIY videos to do with paint, painting and interior design along with clips from shows such as Better Homes and Gardens and The Living Room. This will give us greatest reach to our target market, and will make dulux relevant to those actually interested in our product field.

The video will completely capture our big idea and aim to evoke feelings of family, memories, love and warmth. We aim to show Dulux’s promise that Du-lux Weathershield is a paint that will last the lifetime of your home, no matter what “the Aussie climate throws at it.” These ads will be art directed focus and will begin with a little boy (3 years old) helping his dad paint their house with Dulux Weathershield, the boy places his hand print in the paint but the father doesn't notice. The hand print is conveniently placed next to the window that looks into the living room of the home. The camera stays focused on the hand and the window, as our audience watches what happens insides the house. We watch a young family grow through the stages of life, we see such scenes as; another baby born, christmas mornings, silly teenager fights with parents, the son sneaking out, parents having a romantic night in, the son take his first date to formal and finally the son moving out and saying goodbye to his family and the home he grew up in. As these scenes take place, the weather outside takes to all different extremes; rainy days, sunny days, dark days, days with hail and even the first bit of snow. The only constant with this house is the Dulux Weathershield. The paint that has been strong enough to live through all those moments with many more to come.

Facebook posts and InstagramFacebook is the most commonly used social media platform for our target audience. The content to be shared on Facebook includes:Main campaign video and other campaign related contentDIY Painting tipsProduct sharing

Whilst promoting our campaign, we also want to enhance product assurance in the consumers’ minds. These Facebook posts will be mirrored on Instagram @Duluxaus, which is our secondary social media channel.

Home PageWe aim to give the Dulux webpage a bit of a facelift. Don’t get us wrong, it’s a fine website, but it may be slightly confusing for first-time-paint-buyers as there is a lot of info right of the home page. We wait to calm the home page down and give it a bit more of an upscale designer feel. Each Dulux paint range will have their own section on the webpage, explaining simply the use of each paint. The Weathershield range will follow a similar look to the web banners in that the background will change depending on the current weather of whoever is viewing it.The website’s layout and feel will follow the ‘make a mark that lasts a lifetime’ idea by invoking feelings of family, memories, love and warmth. What more could you want from a website?

PinterestDue to the highly creative nature of pinterest, it only makes sense for Dulux Australia to have an active prensence in this channel. By Taking the creative content that will be made through the sponcered bloggers and homepage redesign, we can share different tips on how to make a mark that will last a lifetime.

Digital ad bannersWe intend to place product advertisements on websites such as Bunnings and Direct Paint.

So we want to be seen and featured on the sites that our target audience would be watching and monitoring the Australian weather. We will have digital ad banners on such sites as weather.com.au and weather.9news.com.au. This will link weather to Weathershield in the consumer's’ mind.

These digital ad banners won't be like any old banner of course! Our ad ban-ners will change depending on what the weather is in your location. It will be just like your iPhone weather app. If it’s raining, your ad banner will be raining, and if it’s sunshine and lollipops, then you guessed it! Sunshine and lollipops on your very own personalised banner!

In Store Digital DisplayOur point of sale will appear in stores such as Bunnings, Miter 10 and small paint stores such as Paint Spot.

Our point of sale will look like a designer’s delight! Polaroid pictures of families, couples or kids outside of their homes hanging by string around the suspend-ed sign “Make a mark to last a lifetime® with Dulux Weathershield.” Below the photos and signs there will be an interactive screen/tablet which a customer can use to scroll through the Weathershield range as well as enter our Face-book competition to win a personalised pot of paint.

Mood Board

Rationale:Our targeted audiences are 35 to 64 year-old male or female house owners, who most likely have one or more children under age 16. They might have few house-painting experiences before, or they could be planning for their first repaint. But in regard to making a purchase decision, they are mostly very rational but loyal, and they focus on quality over price.

As we know, Dulux Weathershield is a quality paint product that lasts through-out all the harsh weather climates. To emphasise on this point, we came up with our big idea “Make a mark that lasts a lifetime” to show that the paint will stay no matter what. This campaign is designed with family orientation in mind, hence we want to link generations, memories and weather together. In this campaign, we are using Dulux Weathershield as a physical representation of “memories”.

We aim to reach our target audience and influence their buying behaviour through different campaign executions in different decision-making stages:30 second YouTube pre-roll ad to trigger audience’s needs for the productHomepage and blogger influences to provide more information about productDigital ad banners on websites as alternative means to reach audienceInstore point-of-sale to support the campaign offlineFacebook and Instagram contest with campaign content to promote sharing

We believe these mediums are best to approach our target market as well as represent our brands tone of voice and behaviour. Through our campaign, we aim to touch the hearts of young families through memories, love and warmth through sites you wouldn’t necessarily expect paint to be advertised. We want to instill brand recall and ultimately persuade them to purchase Dulux Weath-ershield for their next paint project.

Thank You!