Decorative Paint Marketing Presentation
12
rcía Kichler Schuffman 6a1 pella University A 6130 rketing Capstone gust 14, 2009 eryl Bann, Ph.D.-Instructor TPS Marketing Plan The PaintSampler
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product for sampling decorative house paint
Transcript of Decorative Paint Marketing Presentation
Marcía Kichler Schuffmanu06a1Capella UniversityMBA 6130Marketing CapstoneAugust 14, 2009Cheryl Bann, Ph.D.-Instructor
TPSTPS
Marketing Plan
The PaintSampler
• The #1 home decorating project in North America is decorative painting.
• Narrowing down color choices is a big hassle.
• Sampling paint is a multi-step mess and what do you do with the leftover paint?
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Painting Inertia.
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The PaintSampler removes the consumer’s “hassle factor” and fills needs because it’s:
•Portable & immediately usable. •The paint is custom matched.
•It’s neat and tidy to use-brush & paint in one unit.
•Competitively priced.
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Industry Analysis and Trends
• U.S. Market for Architectural & Decorative Paints is $8.7 billion
• Anticipated North American Growth through 2013 is .8%
Demographics in Action •48% of adults planning to paint in the next 12 months.
• 57% of home improvement decision-makers are women aged 35-49.
• 55% of home improvement decision- maker women age 18-34 plan an interior painting project
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What’s the Process?
1. Empty tubes shipped to paint co. where they are filledwith neutral paint, ready to be color matched.
2. Filled tubes sent to retailer who places them in sales area.3. Consumer brings tube to color matcher at the store
with their desired color chip or swatch.4. Consumer pays for tube, goes home and
immediately samples the paint on their wall-because they can!
Regulatory Issues/Marketing Opportunities*
• EPA regs about VOC in effect 2011• No effect on the PaintSampler since we don’t manufacture paint.
HOWEVER…
*Eco-educated consumers want to buy only the amount of paint they need.
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CompetitorsBehrValsparCalifornia PaintSherman WilliamsBenjamin Moore
Price Points: $3.98-6.99/jar TPSTPS
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Market Penetration Pricing Strategy
Convey to the 18-54 female DIY paint consumer this is a better value for sampling based on cost,
time, effort and eco-friendly nature.
Anticipated price point: $4.25/unit
Promotional Strategy
•Advertising •Sales Promotion•Public Relations •Direct Marketing •Personal Selling.
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PaintSamplerUpside Downside
Bad Economy YES!! none
Great Economy YES!! none
Building increase YES!! none
Building decrease YES!! none
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