Scoops

Scoops:
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.

Canyao Dai
s3483174
Guang Ren
s3390732
Gwendolyn Tan
s3526457
Nicholas Mun Kwong Leong
s3493027
Taylah McLean
s3485858
Thomas Jansson
s3454714

Contents:

The Problem
Research
Target Market
Strategy
The Big Idea
Executions
Rationale

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The Problem:

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

Industry Statistics:

Marker Share:

Industry Size 2014/2015 $ million

2950
Industry Turnover Growth Rate
2014/2015
0.92
Industry Concentration Level
Medium
Estimated DuluxGroup Market Share
(%)
26.10
Number of Enterprises in Industry
336

DuluxGroup Limited
PPG Industries Australia Pty/Ltd

26.10

15.90
Valspar (Australia) Paint Aquisitions
Pty/Ltd
10.80
Akso Nobel Coatings (Holdings) Pty/
Ltd
7.90

Research:

Source: google.com/trends

Research:

The strong fumes of paint would explain Rods (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 hed also be telling/ promoting 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 youre 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, dont 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 Rods
honesty, however, I did notice that there was a lot of Haymes related point-ofsale 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 Weathershield 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:
Men & Women, 35 - 60
Attitudes:
Im a Mr Fix It type of person

I like things to stay the
same

Actvities:
44%

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 cant relax until I know the house is
clean & tidy
42%
I keep up-to-date with new ideas to
improve my home
35%

Went to a home interiors store

Went to a hardware store

27%
74%

Demographics:
Parents of children U16 in house
hold
53%

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 Sarahs stomach. Eva was born
at the end of 2011 and is four today.

Dale starts work early and its 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 weekday 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 shes 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 theres 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 strongly believe that price is representative of the quality of a product and therefore
dont 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 frustrates Sarah and would rather watch Eva play in the Bunnings kids 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 painting, 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 designers 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

Stratagy
When?

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 brands pages on weekends (Friday - Sunday), as weekends are more catered for family bonding activities 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 contents to promote sharing among users.
Online Video Streaming: 30 seconds YouTube pre-roll advertisements to trigger 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 renovations 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-roll

Our 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 Duluxs promise that Dulux 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 Instagram

Facebook 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 content
DIY Painting tips
Product 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 Page
We aim to give the Dulux webpage a bit of a facelift. Dont get us wrong, its
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 websites 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?

Pinterest
Due 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 banners
We 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 banners will change depending on what the weather is in your location. It will be
just like your iPhone weather app. If its raining, your ad banner will be raining,
and if its sunshine and lollipops, then you guessed it! Sunshine and lollipops
on your very own personalised banner!

In Store Digital Display

Our 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 designers delight! Polaroid pictures of families,
couples or kids outside of their homes hanging by string around the suspended 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 Facebook 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 throughout 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 audiences needs for the product
Homepage and blogger influences to provide more information about product
Digital ad banners on websites as alternative means to reach audience
Instore point-of-sale to support the campaign offline
Facebook 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 wouldnt necessarily expect paint to be advertised. We want
to instill brand recall and ultimately persuade them to purchase Dulux Weathershield for their next paint project.

Thank You!