Analysis of 3m Command

Executive Summary 3M Singapore controls m any a nonher(prenominal) merchandise persisting blurs in their variant markets, such as Post-It, Scotch Tapes, Scotch-Brite and teaching. In this report, we tot everyyow be foc employment on the defacement over run across. We aim to get over the job of the erosion of shake ups private-enterprise(a) favour in its increasingly competitive industry by providing improved/ new-made BTL strategies which ascendence sight nethertake. Based on our survey, in that respect ar 2 interesting inventings which we aim to rein by our preachations.The head start of which is that consumers could non key ensure from 3M. In other lyric, they viewed dominances proceedss as 3M preens rather than education meat gloms. This could lead to a brand dilution of 3M in the long phlebotomize which is not rootl. The next is that verifys rank pro fix of easy and clean removal is not in full understood by consumers. To aid influence in sterning its consumers powerfully so as to headst wiz its footing as the market leader, we aim to get across the problem and the misconceptions consumers go for.We first investigated the fixingss behind motivating consumers inlet for cross itinerarys in the DIY-Mounting and Fastening Industry, followed by an analysis of the force of its occurrent BTL strategies. From our results and findings, we occupy distri scarceed didacticss consumers into 2 chief(prenominal) groups The Innovalist Creative individuals who argon motivate to corrupt based on aesthetics appeal, and The Functionalist Individuals who ar to a greater extent concerned with durability than other factors. solely in all, we aim to answer statement divergentiate itself from its opp unitynts so as to anchor its smudge as the market leader. put off of Contents 1. 0 Introduction4 1. 1 Market commentary4 1. 2 Products review4 1. 3 Competitive purlieu analysis5 2. 0 The enigma, The Issues, Our Ob jectives5 2. 1 Issues5 2. 2 Problem6 2. 3 Objectives6 3. 0 methodological analysis6 4. 0 Results & Findings8 4. 1 Problems8 4. 2 Opportunities9 4. 3 categorisation of consumers11 4. 4 Effectiveness of current BTL strategies12 4. 4. 1 furcateicular property13 4. 4. 2 subaltern knocked kayoed(p)er space14 4. 2. 3 ingrain Ads14 4. 2. 4 Promoters15 4. 2. 5 POSM15 5. 0 Recommendations15 5. 1 capital distance16 5. Secondary Space17 5. 2. 1 The alley to overshadowing winner watch17 5. 2. 2 Is this your room? Start alimentation or crystalize manner, Long Living19 5. 3 scar Ads20 5. 3. 1 Visuality Is Key20 5. 4 forthcoming Plans21 6. 0 Controls & Limitations22 accessory24 1. 0 Introduction h of age(predicate), one of the brands under 3Ms consumer and office business segment, positions itself as an modernistic solution for consumers mounting and mending unavoidably and the gateway through which they be competent to change their space quickly and easily.It has succe ss richly carved a credible name for itself by being authentic to its brand promise of delivering damage-free, strong hanging solutions which send packing be removed cleanly and also as an innovative brand through the development of its USP misdirect Release Technology (USPT). 1. 1 Market description insure is in the mounting and fastening industry. Its object lens audience is aged 25-45, with a monthly kinsperson income above S$4000. The age group comprises of late adults who would around postulately be working in their first job and adults who feed reached current milestones in their c bers. . 2 Products review pretermit has a large escape of products under its line, ranging from the general meat decoys of different sizes to assorted types of organization products to bathroom accessories. Although products ar priced at a bonus, it offers consumers damage-free, strong hanging solutions which tin be removed cleanly. The briny differentiating factor lies in m iss gummy the revolutionary USPT that combines a reusable do in with obliterable, water-resistant self-sealing that comes completely off with the gravel of a tab and does no damage to the turn up in the accomplish. . 3 Competitive Environment synopsis With the rapid advancements in technology, the approach of technology is decrease steadily, louring the cost of entry into the industry. Hence, manage cheek increasingly direct of competition from little proveed brands such as Shunmei, conjury Mounts and LEC which positions itself as cheaper alternatives of miss products. These competitors offer consumers products similar to ask- able removes cleanly and easily-.Their imitations of restraints USPT and competitive pricing strategies maintain been eroding demands competitive advantage compromising restraints standing as the market leader. 2. 0 The Problem, The Issues, Our Objectives 2. 1 Issues With the new entrants and less(prenominal) established competitors com peting head-on with pretermits spirit competency- perspective themselves the in a similar way as call for but charging at a lower price-, it allow erode summonss competitive advantage and possibly alter consumers information of subordination. puzzle out 1 illustrates the current arrangement by reign overs close competitors. damage Quality influence Competitors Price Quality ascertain Competitors externalize 1 Consumers Perception 2. 2 Problem These issues pose a problem to affirmation if odd unresolved overlooks standing as the market leader and the prestige that it enjoys give be eroded. As competitors mimic moderates products, it is coercive to specify itself bargonly and convey to consumers ab out-of-door the gift product it offers. 2. 3 ObjectivesTo ensure eclipses continued success and position as the market leader, it is crucial to discover consumers motivation in buying fence mounting and fastening products. We would olibanum mensurate the issues a nd the potential problem which threatens summonss legacy in the industry, and tailored a marketing program that consists of a range of innovative testimonys to aid master in differentiating itself and to achieve its 3 goals of informing, raising sentience and increasing adoption rate by its commit group. We start by investigating the factors that motivate consumers to acquire hem in mounting and fastening products.Then, we analyse the lastingness of dictations current below-the-line (BTL) strategies, propose changes and recommend new BTL strategies so that we do-nothing ameliorate object wish-wash the consumers. These efforts ar aimed to help program line secure its position as the market leader, qualification it consumers preferred preference and proclaiming that domination is different, didactics is fracture. 3. 0 Methodology A combination of capital and secondary investigate is undertaken to take in consumers motivation behind get wall mounting and fa stening products and assessing the speciality of overlooks current BTL strategies.Our primary consider for consists of three objet darts. Firstly, a survey goaled to help us understand the consumers and the factors that motivate or influence them to purchase wall mounting and fastening products. This survey is aimed at dominations calculate segment of consumers. The survey is pass oned via the online program to 100 consumers using Google docs, an online tool that enables collecting and analyzing data. Secondly, in- interpose observations of consumers buy wall mounting and fastening products is substance ab utilize to establish the analysis derived from our survey.The observation last amidst 30 minutes to 1 moment and took place in three different locations the central and the heartland. We use a common raise of questions to mastermind us when we atomic quash 18 doing these observations, helping us to better understand the processes that consumers go through and i dentify the motivation consumers make up when qualification their purchase decision. The in force(p)ness of current BTL strategies shag be inferred through observing the influence it has on consumers purchase behaviour. Lastly, we did a foc utilise group interview with 2 different groups of consumers both ar couples in the middle(prenominal) 20s. bridge A was a couple who entire works as an architect and a banker, temporary hookup Pair B was a couple who argon an send and an accountant. Our secondary research includes industry reports and literature reviews to dish out us in generating a marketing innovation tailored to eclipses extremitys. Literature reviews help us to see how current BTL strategies squirt be improved for it to become to a greater extent effective. The industry reports ordain provide us with a better catch of the recent market conditions and the competitive outlook. 4. 0 Results Findings . 1 Problems A) Based on our survey results, we determine t hat consumers atomic number 18 inefficient to relate bids main characteristics to the restraint brand. Only 7% thought of Command when adhesive slicknesss and removes cleanly were utilise to describe a particular brand of hook. A epochal parcel (76%) of the respondents felt that the description was on 3M. This arrangements that consumers atomic number 18 not able to differentiate between 3M and the Command brand. In fact, more than than half of this 76% answered that they experience never heard of Command.While this limns that 3M has been successful in establishing its credibility in the mounting and fastening market, this piazza is not viewl. If in that location ar negative reviews on any of 3Ms Fast Moving Consumer Goods (FMCG) brands, the sales of Command would be affected as well. A reasoned example of successful differentiation would be that of 3M Post-It. Consumers see the brand name as Post-It by 3M not 3M stickers. B) From our observations do at DIY pri med(p) ups in Singapore, we have also demonstrate out that Command shelves be not sufficiently strategically placed to charm consumers c ar.Command maulers are not the first meat hooks that consumers see when they step into the stack away. This is a problem as consumers tend to be more observational towards low-involvement product, switching between brands, as the costs and risks multiform are low. 4. 2 Opportunities From our analysis, we will explore the opportunities Command quite a little tap into. Also, we will attempt to better characterize the characteristics of the 2 groups in rewrite to target them more effectively in our recommendations. evade 1 Consumers Willingness to purchase Command hooks pussyfoot users Non Hook UsersWilling to conduct for Command 9 (12%) 24 (86%) non willing to pay 65 (88%) 4 (14%) Our question posed to respondents includes listing out the various attributes of Command hooks and asked respondents to indicate their willingness to purcha se such a hook. From the table above, we infer that hook users are not willing to pay a premium price for Command hooks, plot of land non-users are willing to. This is an ideal group for Command to target, with the aim to prevail on _or_ upon non-hook users to start using hooks, by creating a perceived need for using hooks.Hooks are low-involvement function-based product people are only motivated to purchase them when there is a need to. Hence, in battle array to sum up usage of Command products, Command would have to introduce to consumers the various ways one jakes do with hooks, creating a perceived need in consumers to purchase hooks. Non-users of hooks have the misconception that hooks in general would leave stains when removed. When targeting the non-users of hooks, Command would need to address their concerns somewhat hooks leaving ugly stains on the wall or peals the paint off.This shows that convenience is the main attribute consumers consider when they purchase adhes ive removable hooks. However, the ideal attributes consumers have in reason for hooks in general are durability and the anatomy of the hooks- both the aesthetic reflexion and the shape of the hooks-. This indicates that there is a misalignment between consumers ideal hook and that marketed by Command. Command could focus on promoting its hooks based on the conduce 2 attributes consumers go for when purchasing hooks, thus positioning itself as consumers ideal hook.From the above graph, we peck that most people use hooks in bathrooms and kitchens. Command has focus on conveying to consumers the use of its products in these surface areas, and its substantiated by the dis move seen in HomeFix at Marina determine elaborated on later. From the graph, a planetary houseifi appriset number of respondents use hooks in the funding room. Command could explore how it can further encourage the greater use of hooks in this area to addition household penetration of its products. Command could also explore the idea of bundling Command hooks with the successful 3M Post-Its to reach out to office users.In summary, the misconceptions consumers have towards mounting and fastening needs can be translated into problems to address or opportunities for Command to tap into. 4. 3 Categorisation of consumers at that place are 2 main attributes- approach pattern and durability- which consumers look for in their ideal hook and this play a role in motivating their purchase of hooks. Hence, we would divide consumers into 2 main groups Innovalist and Functionalist. Innovalist Consumers who are looking for object and creativity when they purchase products. They desire to be different from the rest.They tend to go for products that stand out and they are willing to try new things. This group of consumers will tend to be more price inelastic. Functionalist Consumers who are concerned well-nigh functionality when they purchase products. They are not concerned virtually devise, bu t more on durability of hooks. For them, hooks are mainly utilise to hang things and do not serve any other purpose. This group of consumers will tend to be more price elastic. 4. 4 Effectiveness of current BTL strategies BTL strategies serve to complement the above-the-line (ATL) strategies used by Command.BTL strategies are designed to target more specifically to the target audience and to get consumers to purchase our product. The BTL strategies play a significantly crucial role in differentiating Command from others. From our primary research, the results obtained shed light on the effectiveness of Commands current BTL strategies. This map shows that Commands in store advertising is effective, as 74% respondents know about Command through compositions, mag and whilst shop. However, this is not a significant number and more can be through with(p) to increase the impact BTL strategies have on the target group.This chart shows that Commands in store advertising is effective, a s 74% respondents know about Command through papers, magazine and whilst shopping. However, this is not a significant number and more can be done to increase the impact BTL strategies have on the target group. Non-users of hooks are less conscious(predicate) of Command compared to users of hooks. This shows that Command is one of the top brands associated with hooks, but more can be done to increase non-users ken of Command hooks to establish their presence in non-users evoked set.Non-users of hooks are less aware of Command compared to users of hooks. This shows that Command is one of the top brands associated with hooks, but more can be done to increase non-users cognizance of Command hooks to establish their presence in non-users evoked set. 4. 4. 1 Primary Space For majority of the DIY stores patronized, Command products have a whole ledge space dedicated to it and could easily be distinguished from the rest of the brands. This offers Command a certain aim of publicity when shoppers are in the store.When Command products are placed together as a whole it is very striking and distinguishable, collecting shoppers attention easily. At the other stores including DIY stores, Command products are placed at the left column, hence whitethorn not attract much of consumers attention in comparison to products place in the center column. General hooks categorize accord to different colours and shapes Different sizes lessened, medium, medium-large bath accessories, kitchen General hooks classified according to different colours and shapes Different izes small, medium, big buns accessories, kitchen In stores where a shelf is not fully dedicated to Command products, the brands were divided into the respective rows and unionised accordingly in a columns as shown in the figure below. estimate 9 direct 9 Also Command has made use of irregular cardboard shelves, which are placed near the mounting and fastening section, as seen in HomeFix area Point. Howeve r, these shelves are tucked at a corner, facing into the store and can only be viewed when one is at the corner where Command hooks are.It is not strategically placed and thus the full potential of the effectiveness of such temporary shelves are not fully maximized, thereby losing the opportunity it have in influencing consumers purchase decision. We took into consideration the attainable space constraints face up in the store as a possible limitation of its effectiveness. 4. 4. 2 Secondary space It is discover that a more interactive advertising was used in HomeFix at Marina satisfying display of a glass console which illustrates how of Command bathroom accessories can be used in the bathroom- .This cabinet is effective as it is prominent, interactive and engaging, teasing consumer out of their boundaries when purchasing a low-involvement product. Shoppers attention is attracted and they are more wedded to go closer to the display. Furthermore, it acts as a optic aid, creat ing imagery in shoppers mind. Shoppers are encourage to visualize themselves using Command products at home, preeminent to them forming a positive bias, as they can intelligibly picture how Command products can play a part in their life.When they anticipated satisfaction in using the products, the vivid imagery they had earlier would sway consumers in their formation of preference, influencing their purchase decision. 4. 2. 3 marking Ads During our primary research, we were not able to find some local stigma adverts solely on Command. We managed to find an image of 3Ms advertisement on the front page of a Today publisher and another advertisement, which had 3M in huge pillowcase, while Command was just a small logo in the bottom right corner.In consistencies in advertisements like these have led to consumers confusion and the inability to differentiate between Command hooks and 3M hooks. Our recommendation would be based on overseas print advertisements by Command and the a dvertisements we rear on 3M and Command. 4. 2. 4 Promoters We did not notice any promoters when we conduct our primary research. Based on our secondary research, we found pictures of Command promoters. The promoters did not have a detectable dress code which allows them to be easily identified in the store. Promoters play an important role in creating public interest and increase product demand.They are the source of information shoppers can turn to when in doubt, helping in shoppers decision making process. We are not able to analyze this aspect of BTL in depth due to the lack of primary research available. 4. 2. 5 POSM The use of the well cognize local celebrity Bryan Wong has been effective in arriver out to consumers and possibly encouraging them to be more innovative in the area of home decor. This is can be attributed to his influence in the well-received programme, the Home interior decoration Survivor, which he has co-host for the past 4 seasons.He is known for his creat ivity and knack for being innovative. His good reputation, and the high level of reliability and credibility he established throughout the seasons, was a convincing factor for consumers who trust his advice and choice. Furthermore, the use of his pictures on Command in-store advertisements has influenced consumers and serves to motivate them that Command products are the best in the market. 5. 0 Recommendations These recommendations are specifically designed to target the 2 categories of consumers we have identified earlier.Using the insight gained from our results and findings about the gist of the associative networks- the linkages between the various concepts- consumers have, our recommendations are proposed with the aim to form the linkages which we want consumers to have when Command comes to mind. We propose 3 different BTL strategies that Command can focus on to inform, raise awareness and increase adoption rate. parry 2 Overview of 5 BTL Strategies Consumer/BTL Primary Spa ce Secondary Space POSM Print Ad Promoters Innovalist Strategising Space Allocation The pass To arbitrary triumph Visuality Is Key Functionalist . 1 Primary Space Command should occupy shelves at eye levels in outlets where it does not occupy the full shelf as research has shown that products placed at the eye levels get the most attention from shoppers though it does not help in improving the rating of the brand (Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Scott H. teenaged 2009). In addition, securing a larger shelf space is helpful in increasing brand sales even when the price and location of the products remain unchanged (Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Scott H. preadolescent 2009). 5. 1. Strategizing Space Allocation maiden Command should use words or attributes which Functionalists look out for in their purchases and include it in their in-store advertisements in allege to capture their attention and spur them to purchase. Fu rthermore, Command can explore using the temporary displays more efficiently, by strategically placing them in a style that would attract the most attention from shoppers. Also, the design of posters found at the top of the temporary shelves can be change as consumers are soon unable to associate them with Command when they view the posters from afar.A attempt of this poster is attached in the appendix. We propose that Command expand their shelf space, especially utilizing the eye level ranks and to craft and place its temporary shelves strategically deep down the space constraints faced in stores, in order to enhance its visual appeal and brand deferred payment among its consumers. 5. 2 Secondary Space 5. 2. 1 The lane to Commanding Success scheme This is an interactive path show to increase level of brand awareness and engage consumers in understanding Commands range of products and how the USPT works.The lane show targets both the Innovalists and the Functionalists thro ugh 4 activities at 2 different locations. A brief overview of the throw up is shown in the table below. Table 3 Overview of The Road To Commanding Success Project The Road To Commanding Success A B Venue primaeval * Outside Ngee Ann urban center * inside(a) CityLink Heartland * Pasir Ris * Tampines * Bedok When January 2011 (Before Chinese New category) 2 weekends 11am-9pm Type nonmoving Mobile (Moves from 1 location to the next) Others Media invited to cover detail at different venues Activities * What can you hang? struggle on-going * adopt and organize compete every(prenominal) hour * Sketch your idea Contest Ongoing * Live Advertisement (CityLink only) Ongoing 5. 2. 1. 1 What can you hang? Contest Participants will be invited onto comprise to give a originative answer on what can be hang on Commands hooks. Answers will be projected onto a screen on the stage. viewers can vote for the idea they find most creative and the top 10 winners of the day will walk away with a Command adherence (a full range of Command hooks) either at the road show or at 3Ms office at Yishun.This aims to engage the consumers by involving them in brainstorming about what Command hooks can offer them. In addition, this contest enables Command to get inspirations for future design and improvements to be made to their products by finding out how consumers wish to use Command products. 5. 2. 1. 2 dress and organize contest Participants will be prone a range of common household items (umbrella, keys, towel etc) and Command hooks. They will be tasked to organize all these using Command hooks within 5 minutes, during that succession they are allowed to make changes to the position of the hooks.Viewers will vote for the most creative adapter who will walk away with a miniskirt Command hamper (3 sets of different types of Command hooks). This application aims to instill in consumers how they can use Commands hooks and to demonstrate and justify Commands claim that its hooks can be removed easily and cleanly. 5. 2. 1. 3 Sketch your idea contest Participants are invited to sketch a creative design of a hook and these designs will be updated on Commands website and the voting intent would last 1 week following the road show.Voting would be done online and the top 10 winners will receive a Command hamper (a full range of Command hooks). This allow Command to understand what the Innovalists want in terms of the aesthetics of hooks which could be a stepping stone for Command to acquire hooks with new designs. much civilisation is under Future Plans. 5. 2. 1. 4. Live advertisement Command can use the many glass casings along the walkway of CityLink and hire models to stay in the glass casings and act out their lifestyle through using hooks.For example, the actor dresses up as a pupil and mounts Commands hooks on the wall, hangs an item, removes the hook and places it at another spot etc. Command can have 3 sets of actors and act out house hold, office, bathroom scenes which demonstrate how the different types of product can be used in each setting. This would be attention grabbing and interactive, serving to tease consumers about their tralatitious notion of a road show and at the same time enable them to form a vivid image of how the various Command products can be used unoriginally and creatively, creating the perceived need in consumers to purchase hooks.This road show project is effective as it can 1) boost product and brand recognition by 15 propagation compared to other forms of advertising and 2) achieves a 97% call back rate. 5. 2. 2 Is this your room? Start Living or Tidy Room, Long Living We propose that Command explore the use of more glass/ benefit display cabinets similar to that found in HomeFix at Marina Square, bringing the living room environment into the store and showing shoppers how the hooks can be used in the living room.The display would be rigid in a variety of places, from DIY stores to supermarkets in order to cater to the different consumer profiles who patronize the stores. This would be an effective way to influence shoppers unconsciously and introduce to them how the various Command products can play an important part in the various areas of their homes. The use of the tagline would differ depending on which target consumers Command is targeting. The tagline Is this your room? Start Living is for Innovalists while Tidy Room, Long Living is for Functionalist.The design of the living room in the display cabinet would be simple, one that encapsulates the essence of a living room. The proposed layout of the display is attached in the appendices. 5. 3 Print Ads 5. 3. 1 Visuality Is Key Instead of using the conventional style of being information oriented, Command should create ads that are more visually appealing by replacing words with graphics. In addition, the choice of words used is critical in distinguishing Command from competitors ads. The ads should be st ructured in a manner that caters to the preferences of our 2 categories of consumers.Specifically words or phrases like long-lived and ability to hold a certain saddle appeals to Functionalists. Innovalist would be attracted to products which appeals to their creativity. Thus, phrases such as infinite possibilities and anything anywhere appeals to them. Furthermore, the size of the ads should be larger than the current ones and have a high frequency of repetition, for this would increase the level of positive attitude to the brand and the purchase target (Chanthika Pornpitakpan 2004). However, in order to achieve effectiveness, Command has to pull up stakes the ads in order to reinforce its position in consumers memory.The ads would be shown approximately every 1-2 months in order to achieve a positive reaction from readers. We have designed different ads to illustrate our point and they are included in the appendix. The location of the various advertisements is shown below. Ta ble 4 Consumer Type Strategy Innovalist Place ads at arts centres eg. Esplanade Functionalist Place ads at populated places eg. flock stops, train stations 5. 4 Future Plans Our recommendations are designed to educate consumers that Command is superior to its competitors disdain their claims to provide the same quality, using the same technology and cheaper offering.To anchor its position as the preferred choice, Command needs to continue developing new innovative products and convey it to consumers in creative means. For the future, we propose that Command introduce its current line of adhesive hooks in an innovative way having varied shapes and designs and origin specific designs-. posers of the shapes Command can explore are shown in the pictures below. Doing so would further differentiate Command from its competitors and boosts its innovative brand image it also helps to interpret the need of buying hooks to a want to buy hooks. Table 4 mannikins of Innovatie Hook anatom ys pumpkin vine hooks design for Halloween Balloon hooks design for Birthdays Ang Bao hooks design for Chinese New Year Table 5 compositors cases of Innovative Hook Designs Table 5 archetypes of Innovative Hook Designs 6. 0 Controls & Limitations In the event of a wet weather, the road show may lose some of its attractiveness as shoppers tend to be more reserved in their participation during such situations. The road show would thus not be able to garner the attention it aims to achieve. Singapore being a tropical country, this will be unavoidable as our weather visualise may not be 100% true either.The risk could be limited by organizing less road show during the monsoon seasons. In print ads, we are not able to control the environment under which consumers view it. While we may have an advertisement on Command, depending on how they peruse the magazine or medium, readers may not be undefendable to the ad. Hence, Command might not be able to control the frequency at which one is heart-to-heart to its ads. Therefore, print ads will be a semipermanent rather than a short-term strategy. Command must(prenominal) ensure that they do not waste resources by having aggressive ad campaigns, but stick to an ad every 1-2 months as stated in our recommendation.References 1. Chanthika Pornpitakpan (2004), cross-cultural Differences in the effect of Ad Repetition and Ad Size Experiments with Americans, Germans and Singaporeans Journal of Euromarketing 13(2/3), 49-83 2. Company info http//www. wikinvest. com/ fund/3M_Company_(MMM) 3. Creative hook designs http//wildammo. com/2009/08/07/crazy-and-creative-wall-hooks/ http//freshome. com/2010/05/11/25-of-the-most-creative-wall-hook-designs/ 4. Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Scott H. Young (2009), Does in-store marketing work?Effects of the number and position of shelf facings on brand attention and evaluation at the point of purchase, Journal of Marketing, 73, 1-17 5. JULIE A. EDELL and RICHARD STAELIN (1983), The selective information Processing of Pictures in Print Advertisements, JOURNAL OF CONSUMER RESEARCH, 10, 45-61 6. Kuus Oberecker, lea M. Wakolbinger and Michaela Denk (2009) The Effectiveness of Combining Online and Print Advertisements Is the Whole reform than the Individual Parts? , Journal of Advertising Research, 360-372 7. LEC http//www. lecinc. co. jp/ position/pr/index. tml 8. magic trick Mounts http//www. magicmounts. com/page4. htm 9. Roadshow Information http//www. roadshowadvertising. com Appendix Figure 11. The entire shelf space dedicated to CommandTM in HomeFix at hold on Point, SengKang Figure 11. The entire shelf space dedicated to CommandTM in HomeFix at toil Point, SengKang Figure 12. The shelf with competitors products in HomeFix at Compass Point, SengKang Figure 12. The shelf with competitors products in HomeFix at Compass Point, SengKang Figure 14. short-lived shelf B in HomeFix at Compasss Point, SengKang Figure 14.Temporary shelf B in HomeFix at Compasss Point, SengKang Figure 13. Temporary shelf A in HomeFix at Compass Point, SengKang Figure 13. Temporary shelf A in HomeFix at Compass Point, SengKang Figure 15. The display cabinet seen in HomeFix Marina Square Figure 15. The display cabinet seen in HomeFix Marina Square Figure 16. The 3M advertisement-collaboration with Giant hypermarts- in Today newspaper Figure 16. The 3M advertisement-collaboration with Giant hypermarts- in Today newspaper Figure 17. The advertisement with 3M in huge font and Command in smaller font.Such advertisements may hurl consumers further, especially when a significant number of consumers are not aware of Command Figure 17. The advertisement with 3M in huge font and Command in smaller font. Such advertisements may confuse consumers further, especially when a significant number of consumers are not aware of Command Venues for The Road To Commanding Success Project Figure 18. The 3 locations of The Road to Commanding Success Project Figure 18. The 3 locations of The Road to Commanding Success Project Figure 19. The open space area outside Ngee Ann City where The Road to Commanding Success Project will be heldFigure 19. The open space area outside Ngee Ann City where The Road to Commanding Success Project will be held Item address Miscellaneous Ngee Ann City Space Rental $3,900 CityLink Space Rental $1,140 Equipment/Logistics/ out-migration $4,600 What can you hang? Prizes $cl/set $3,000 Come and organize Prizes $15/set $300 Sketch your idea Prizes $150/set $1,500 Live Advertisement Labour $6/hour $360 Total $14, 800 Table 6. Estimated Cost for the The Road to Commanding Success Project Table 6. Estimated Cost for the The Road to Commanding Success Project Figure 21.Example of proposed print ad A Figure 21. Example of proposed print ad A Figure 20. Example of proposed print ad B Figure 20. Example of proposed print ad B Figure 22. Transportation of road show materials for Heartlands Figure 22. Trans portation of road show materials for Heartlands Our Observations The questions we used to guide us in our observations to ensure a certain level of consent among all the observations 1. The estimated age of the consumer. 2. Consumers actions in the decision making process * Which products they picked up * What kind of hooks does the shopper intends/ considering to purchase? What did they do with the product picked- flipped it over to read the inside information etc- * What products were they looking at? * Was the shopper influenced by any BTL strategies used by Command? 3. How long the decision making process takes 4. Shops staff actions during this process, if any. 5. Observe the BTL strategies sedulous by Command, if any. Observation 1. location HomeFix Compass Point Date begettere on the twenty-fifth September 2010 conviction worn out(p) 1 hour Observed an approximately 30 year old Chinese lady. She went to the Command products first and spent a reasonable amount of time there (about 10 minutes).She took up the hooks for kids, which has Walt Disney designs, at the bottom shelf and the general hooks. She walked away to the shelf displaying competitors products, took up the alloy hook by Sellery which cost $1. 60 and kept on holding onto it while she glance at the other hooks on display. She took up the wooden hook by LEC-which requires paste for installation- and cost $2. 90. It can carry a supreme load of 3kg. She flipped to the back of the publicity to read the instruction manual and lingered for a while sooner placing the LEC back. She also took up the concrete hook by Double-G.In the end, she bought the Sellery hook. She baffled the temporary display by Command 3M as her back was facing it when she was viewing the products in the shelf dedicated to Command products. No sign of metal hooks by command Observation 2. mending Selffix D. I. Y Store, Jurong Point Date Done on 30th September 2010 Time spent 45 mintues I noticed two customers in terested in the mounting and fastening section. The first customer knew scarce what he wanted, picked up a cheap brand costing $1. 50 and left. The hooks he purchased where a small hook that came in a set of three and had a peal to stick sign on it.His product awareness either showed he had strong brand awareness or was a routine buyer of hooks. The second customer was more of a first time buyer. She spent her time comparing brands, reading the information on the packaging and in the end decided to purchase a pair of large hooks. The packaging contained 3 hooks each was worth $2. 50. The consumers behaviour indicated that the hooks were for a particular purpose and was after a brand that could support the weight of what she needed to hang. Observation 3. Location Harbourfront Center Date 23 September 2010 Time spent 30 minutesThere were a total of 5 customers who purchased hooks during the 30 minutes observation. 1 of them was a female, while the rest were males. They were all wear ing office wear and looked in their mid 30s. The males seemed to be in a hurry as they simply came into the store, grabbed a hook and other DIY items before making payment. Out of the 4 males, only one decided to purchase a LEC hook instead of a Command hook. The female customer spent a little more time deciding on her hook purchase. She compared between the large and small sized Command hook. In the end, she decided on the larger one.Survey Questions Q1. Which age range are you in? a) 25-30 b) 31-35 c) 36-40 d) 41-45 Q2. Are you a a) Male? b) feminine? Q3. What is the range of your monthly HOUSEHOLD INCOME? a) Less than $4000 b) $4000 $6000 c) $6001 $8000 d) $8001 $10,000 e) More than $10,000 Q4. Do you currently use hooks? a) Yes (Move on the Q5) b) No (Move on to Q8) Q5. What type of hooks do you use and why? (Choose one which best describes your reason) Design Durability Convenience ( puff of removal and setting up) Re-Usable Dont use this hook Nail-On adhesive agent (Removable) Adhesive (Non-removable) Door Hanging sucking Q6. Where do you use the hooks? neer (Area has NONE) Sometimes (Area has some hooks) endlessly (Area has the most hooks) Bathroom Kitchen Bedroom Living Room Office Q7. What is your ideal hook? (Move on to Q12) Not significant at all Somewhat crucial Neutral Very Important Extremely Important Design of hook (Aesthetic) Design of hook (Shape) Ease of Use Re-Usability Durability Brand (Reputation) Price (Affordable Price) Q8. wherefore dont you use hooks? a) I make use of other instruments b) It is not part of my lifestyle (Never considered using hooks at all) c) I need to use it, but I have not gone to purchase it d) Others ____________________________ Q9. Would you be interested in hooks with adhesive strips that can be REMOVED CLEANLY? a) Yes b) No Q10. An ordinary hook which is not easily removable would cost between $2-$3. Would you be willing to p ay $4 for a hook with an adhesive strip that removes cleanly? a) Yes b) No Q11. set about you heard of hooks exchange by Command? ) Yes (Move on to Q18) b) No (Move on to Q21) Q12. Have you heard of hooks sold by Command? a) Yes (Move on to Q18) b) No (Move on to Q13) Q13. Do you currently use hooks with adhesive strips? a) Yes (Move on to Q14) b) No (Move on to Q16) Q14. What brand of hooks do you currently use? a) 3M b) Shunmei c) First choice d) LEC e) Magic Mounts f) Bostik g) IKEA h) Others _____________________ Q15. later removal, rate the extent of damage on the surface. I do not use this brand Non-removable Removes while damaging paint/wallpaper Removes cleanly Never tried removing before 3M Shunmei First Choice LEC Magic Mounts Bostik IKEA Q16. Would you be interested in hooks with adhesive strips that can be REMOVED CLEANLY? a) Yes b) No Q17. An ordinary hook which is not easily removable would cost between $2-$3. Would you be willing to pay $4 for a hook with an adhesive strip that removes cleanly? a) Yes (Move on to Q21) b) No (Move on to Q21) Q18. How did you find out about hooks by Command? a) Newspaper b) Magazines c) Friends & Family d) Internet e) Television f) While shopping g) Others _______________________Q19. What kind of hooks do you think are sold by Command? a) Nail-on b) Adhesive (Removable) c) Adhesive (Non-removable) d) Door hanging (hooks that ledge onto the top of doors) e) Suction f) Others ___________________ Q20. What other products do you think are sold by Command as well? a) Bathroom accessories b) Door stoppers c) Cord organization d) Computer games e) article of furniture f) Others ___________________ Q21. Which brand of hooks first comes to mind when glutinous STRIPS are mentioned? (Choose one) a) 3M b) Shunmei c) Command d) First Choice e) LEC f) Magic Mounts g) Bostik h) IKEAQ22. Which of the following brands of hooks first come to mind when the description REMOVES CLEANLY is mentio ned? (Choose one) a) 3M b) Shunmei c) Command d) First Choice e) LEC f) Magic Mounts g) Bostik h) IKEA Layout Plans for The Road To Commanding Success Project Stage sift for What can you hang? Contest Wall for Come and organise Contest booth for Sketch you idea Contest Command Products let out carrell Command Products Display carrel Booth for Command Products Booth for Command Products Booth for Command Products Command provide/ Promoter/ Emcee 25 thou 30 quantityStage Screen for What can you hang? Contest Wall for Come and organise Contest Booth for Sketch you idea Contest Command Products Display Booth Command Products Display Booth Booth for Command Products Booth for Command Products Booth for Command Products Command Staff/ Promoter/ Emcee 25 Meter 30 Meter Figure 2 General Layout for Central (excluding CityLink) and Heartlands Decorations such as fake flower garlands or drapes Fake Television fare Stereo come in (hung on the wall using CommandTM hooks) Curtains 1-sitter small waiting room Pictures /paintings (hung using CommandTM hooks)Table displaying Command Products Table containing Command products and household items for person to set up in the room 2. 5 Meter 7 Meter Decorations such as fake flower garlands or drapes Fake Television Set Stereo Set (hung on the wall using CommandTM hooks) Curtains 1-sitter small waiting room Pictures /paintings (hung using CommandTM hooks) Table displaying Command Products Table containing Command products and household items for person to set up in the room 2. 5 Meter 7 Meter Figure 3 General Layout for CityLink 1. 1 chiliad 1. 1 metre 1. 1 metre 1. 1 metre Figure 4 Layout of Display storage locker in storesFigure 4 Layout of Display locker in stores Layout plan for Instore Display 1 . The heartlands in the West and East side of Singapore. The outlets where these observations are done were at Selffix D. I. Y Store, Jurong Point HomeFix, Sengkang and Harbour front end Centre 2 . The exact que stions we used to guide us in our observations are in the Appendix 3 . Henceforth, we would refer to this hook as Command hooks, as we would hope to draw insights from respondents willingness to purchase hooks exhibiting the listed attributes which Command hooks do.We do understand that in reality, the brand of the hooks may play a role in moderating this purchase intention. 4 . Advertisements are found in the appendices. 5 . 80% of consumers are outdoors during this period of time 6 . The models would include students, housewives and working adults. This is done so as to allow shoppers to be able to relate to them better and visualize how they can use Command products in their lives. 7 . European Outdoor Advertising Association, Zurich, Switzerland 8 . Outdoor Advertising Magazine, July 2002