Strategy  Surprise  her  with  innova2ve  products  that  inspire  self-­‐

expression  on  everyday  surfaces.  

Delight  her  with  new  occasions  to  upli;  her  everyday  wri2ng  /  

illustra2ng.  Disrupt  her  shopping  rou2ne.  

Marke2ng  Challenge  

“I  don’t  have  a  use  for  anything  beyond  my  original  Sharpie.”  

Challenge  1  Objec2ve  

Increase  Buy  Rate  among  Bold  Impression  Makers  

Strategy  

Highlight  An2-­‐Smear  Difference  

Surprise  through  Industrial  Design  Refresh  

Disrupt  Consumer’s  Shopping  Rou2ne  

Marke2ng  Challenge  

A  highlighter  is  a  highlighter,  why  should  I  pay  more  for  a  Sharpie?  

Challenge  2  Objec2ve    

Increase  Chicago  revenue  from  $2M  to  $3M  

Erasab le  Pens   fo r  Urban  Moms  

STRATEGY:  

“Leverage  Sharpie’s  brand  name,  performance,  and  a  unique  selling  feature  to  create  a  new  erasable  pen  usage  occasion  for  urban  mom’s  

creaCve  projects.”  

Correctable  Pens?  

Imagina2ve  Mom  On-­‐the-­‐Go  

Sharpie’s  Great  Posi2on  

Create  an  Edge  in  a  Mature  Market  From  Erasable  to  Correctable  

• Surveyed  +100  People  • Perceptual  Map  

• Conjoint  Analysis  

Never  59%  

Rarely  29%  

Occasionally  5%  

OTen  6%  

Always  1%  

Current  Erasable  Pen  Usage   How  Moms  currently  use  ALL-­‐Types  of  Pens  

ts  

ts  

Drive  to  Product  

Drive  to  Social  Media  

Facilitate  Direct  Trial