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Glidden Campaign Challenge
Transcript of Glidden Campaign Challenge
Familiarity with paint
Perception as of Walmart
Shopping behavior in Walmart MOS Interviews Conducted at Hobby Lobby
We learned people are aware of Glidden at Walmart, but would not consider buying it.
Wal-Mart has a poor reputation for paint and home improvement (that's an understatment!) Glidden Campaign Challenge Secondary Research E-Survey 55% of survey respondents were more familiar with Sherwin Williams Paint
Quality is foremost the important thing when it comes to purchasing paint
Friend recommendations affect their purchasing decisions Introduction The goal: raise awareness and consideration of Glidden paint at Walmart
Target market: "Penny Pinchin' Crafters" AKA Renting DIY Shoppers (ages 18-35)
Overview: various methods of research brought to our big idea- Lauren, Z, Katie, Jill, and Alex http://www.youtube.com/watch?v=F-WuxO3zRA8&feature=youtu.be Penny Pinchin' Crafters want the luxury without the price tag, and convenience is key. Conclusion -Glidden needs to play a bigger role in-store promotions.
-Larger, more organized and convenient craft section at Walmart
-Quality is a large factor when purchasing paint
-Penny Pinchin' Crafters value friend's opinion -Merril Edge Report: 84% of 18-34 year olds are willing to do DIY to save money
-2011 Nielsen Survey: direct mail and newspapers are the 2 channels that most influence this target market....wait WHAT?
-Generational Insight: 9/10 millennials value lowest prices and 53% say discounts affect their buying behavior
-Marketing to the Generations: this generation is more likely to impulse buy and they are frequent shoppers at convenience stores In-Depth Interviews -Interviewed Walmart employees
-Contractors have a lot of power in Walmart and that will help Glidden with in-store promotions
-Paint section employees have new technology to work with and many have been employed at Walmart for years
7. Other 1%