Competitive Advertising Review

Emma Howie

July 28, 2011

Objectives & Methodology

• Search for competitive advertising activity in 2010-2011 through a variety of local magazines.

• Discover the basis of what our competitors are doing in regards to magazine advertisements, creatively.

• Observe in what ways we are strong and how we can adjust our creative campaign in order to produce more traffic and sales.

• Competitive set includes:

Highlights

• All showrooms except for Ferguson put a higher focus on products and fixtures opposed to a “face” to the brand and customer service.

• All showrooms creatively show quality brands in their advertisements.

• All showrooms have multiple different magazine advertisements and show different types and styles of bathrooms

Designer Bathowned by Salem plumbing supply

Showroom Location(s) 1 location, Beverly, MA

Positioning Modern and new, a more luxurious, unique and sophisticated brand and showroom

Support messages Top brands Expertise/65 years of experience Award/recognition symbols to establish

expertise and credibility (Best of Boston, Best of Northshore)

Tagline ----

Tone Rejuvenating

Look and Feel Luxurious, high-end, stylish

Target Upper, middleclass, gender-neutral

Offer $100 off every $1000 you spend (Spring 2010)

Call to action Address/contact information

Co-branding Each ad features the logo of one manufacturer (Duravit, Robern, American Standard, Toto, Stone Forest)

Of Note Headlines are not used; showroom name is lead-in to print ad

Ads showcase a range of full bathroom photography; different styles featured in each ad to appeal to wide range of tastes

Photography assumed to be stock; vendor provided?

Connects showroom brand to wholesale brand with “and Salem Plumbing Supply” under brand name

^ Awaken Your ImaginationExperience Our Showroom

< Special Deals:For every $1000 spent, get $100 off

-Celebrating 65 Years-The Best of Northshore-Best of Boston Home 2009

Kitchen & bath galleryowned by supply new England

Showroom Location(s) 9 locations, Southern MA, RI, Guilford, CT

Positioning New England’s choice showroom

Support messages Top brands  Inclusive of all needs: Kitchen & Bath

Cabinetry, Faucets, Fixtures, Tile* and Accessories

  Opportunity to create one’s vision

Tagline Picture Perfect.

Tone Classic and Comfortable

Look and Feel Tasteful, bright, homey, reasonably affordable

Target Middleclass homeowners, more feminine

Offer N/A

Call to action www.Kitchenbathgallery.com, features addresses of gallery near you dependent upon subscription

Co-branding Appeared on each ad. Kohler and Bertch

Of Note Connects showroom brand to wholesale brand with “Supply New England’s” above brand name

Mostly white fixtures Gallery features cabinetry Trying to put off a comfortable and relaxing

aspect to the bathroom, shows ½ of room

< Visit our gallery to view stunning displays and home environments to help you envision your own “Picture Perfect” kitchen or bath

Nothing speaks elegance and invites sheer relaxation better than a bathroom by Kohler ^

Highlights key brands and expands off of bolded phrase

Waterspot Showroomsowned by ardente

Showroom Location(s) Providence, Woonsocket, Westerly (RI) and Natick (MA)

Positioning All inclusive, chic one-stop showroom,

Support messages All inclusive, they have everything one would need

Exclusive collections and fixtures Faucets, fixtures, lighting, decorative hardware,

heating solutions

Tagline - - -

Tone Innovative, highest technology

Look and Feel Modern, unique, clean, sleek

Target Upper middle class, gender neutral

Offer N/A

Call to action 800.485.7500, State & Street of locations, www.water-spot.com/bm

Co-branding Uses notable brands in each advertisement (TOTO, Axor, Hansgrohe, Elkay, American Standard)

Of Note Connects showroom brand to wholesale brand with “Ardente Supply Company” above brand name

Shows many pictures/fixtures Does not show full room Totology- reference to green movement

^ 4 Locations and contact information

Unique choices. Beautifully served

<Your home is more than faucets and fixtures

Exclusive collections >

Ferguson bath, kitchen & lighting gallery

Showroom Location(s) Across USA

Positioning Established in the field, reputable, “we know best”-highlight the showroom consultant as the key point of difference for our Ferguson Bath, Kitchen & Lighting Brand

Support messages Dreams ‘Let us orchestrate your dream’ or ‘Delivering your dream’

Tagline - - -

Tone Versatile, professional, creative/innovative advertising

Look and Feel Varies depending upon add. They present themselves as a notable company, elite, customer service based

Target Caters more to women, middle-upper class

Offer N/A

Call to action Designed specifically to location, single or multiple locations, address, and # for showroom. www.ferguson.com

Co-branding Uses key brands in almost all advertisements. Primarily KOHLER, some Brizo

Of Note Almost always a woman in the picture Variety of different ads, looks like several different

campaigns, NEW- with “Kate” their spokesperson Some with a more sleek look, one female and more

sophisticated look (for one location) Many show several different fixtures

You’ll find the largest range of quality brands, a symphony of ideas, and a trained consultant to help orchestrate your dream

Please visit our showroom for personalized professional service ^

< Delivering Your Dream

Look book 2011

Porcelanosa

R.I. Kitchen & Bath

Metropolitan Bath

Majestic Kitchens & Baths

Snow and Jones

The Bath Showcase

Frank Webb’s Bath Center Apex Kitchens & Baths

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