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LaHabra Platinum PlusResidential Test Market Recommendations

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Agenda:

‐ Envision campaign evolution‐ Residential builder program‐ Residential applicator effort‐ Next steps

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Envision Evolution:

‐ Continue “Envision” message‐ Incorporate Principia recommendations‐ Unified brand/product benefit approach

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Incorporate Principia recommendations:

‐ Solution/system sell vs. features‐ Value‐in‐use approach‐ Focus on finish to drive stucco/EIFS‐ Become “first choice”

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Unified brand/product benefit approach:

‐ Distinctive “ownable” graphic approach‐ Simple message‐ Artful, bold and memorable

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Our View:

We propose a highly flexible and distinctive creative approach to unify Parex brand and product marketing communication. 

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Envision Evolution: Strategies‐ Promote commercial and residential groups

Lead with Parex commercial nationallyLead with LaHabra for residential in spot DMAs

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Envision Evolution: Tactics‐ Promote Parex USA brands as a “single source solution”

InnovativeState‐of‐the‐art productsProduct performance levels

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BasecoatsCoatings, Primers & Sealers

EIFS SolutionsFinishes

MeshSpecialty Finishes

Stone, Brick and Veneer SystemsStucco Assemblies

Water Resistive Barriers

+ Innovation   = Envision any surface

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Unified brand/product benefit approach:

‐ Distinctive “ownable” graphic approach‐ Simple message‐ Artful, bold and memorable

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Target‐based marketing communications:

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Residential Portfolio

iPad/Android Version

Updated Website

BuilderSpread Ad

Builders

Co-SponsoredBuilderEvent

Applicators

P.O.S. Display & Materials

(Spanish/English)

Category Inserts Sales Collateral

(Spanish/English)

Co‐Op Materials

Promotional Mailers(Spanish/English)

Residential Portfolio

POS Display & Materials

(Spanish/English)

Category Inserts

Co‐Op Materials

Distributors/Dealers

Promotional Mailers(Spanish/English)

Commercial Portfolio

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Logical Access to Product Solutions:

‐ Distinctive “ownable” graphic approach‐ Simple message‐ Access products via use‐ “Good, Better, Best” performance

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Co‐Sponsored special events are an effective   way to reach residential builders:

‐ ObjectivesBrand awareness among Texas residential buildersStimulate interest and trial

‐ StrategyPartner with credible expertsProvide local builders with relevant information

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Turnkey events by Hanley Wood’s Event              Team include management, logistics and                   lead development:

AV coordinationElectronic database for participantsFood and beverageRegistrationSignageSpeaker managementTelemarketingVenue selection assistance 

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LaHabra special event overview: ‐ Best Texas DMAsHoustonDallas San Antonio

‐ Possible venuesHotel Sorella City CentreHotel IconHotel ZazaHotel St. RegisFour Seasons

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LaHabra special event overview: ‐ Subject matter experts

Houston: David JarvisDallas: David Brown San Antonio: Jack Inselmann

‐ Subject matter“State of the Market” report based on HW’s Metrostudy for local markets

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Key Points:

‐ “First Call” for any surface/system solution‐ Focus on finish/value‐in‐use‐ Simple, bold, memorable‐ Flexible approach

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Next Steps:

‐ Refine concepts and content ‐ Implement brand/product benefit approach

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