Van Noy Group: Toro Drip


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Toro Drip Case Study

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Van Noy Group: Toro Drip

  1. 1. The Van Noy Groupfor theTORODrip IrrigationPackagingProgramA Creative Case Study
  2. 2. About The VAN NOY GROUP has been creating Problem: Solution: memorable packaging and branding TORO is the premier brand in the VNG repackaged and re-merchan- DIY drip irrigation category but suf- dised the TORO drip program, hierarchies since 1971. These services have fered from a commodity perception creating a unique and recognizable benefitted a range of clients in such diverse at point of sale, brought about the brand presence which dominates the proliferation of competitive brands drip aisle. Functional color-coding product categories as health and beauty, and overwhelming number of simplifies purchase selection andBRAND STRATEGY wine and spirits, hardware/lawn and garden, similar-seeming drip components more space-efficient merchandising on display at retailers. communicates the advantages whichBRAND/PRODUCT retail, food and nutraceuticals. set the Toro brand apart.IDENTITY VNG builds collaborative relationshipsPACKAGE DESIGN with clients. We ensure that we understandMERCHANDISING your needs, objectives, challenges, cost Table of Contents parameters, competitive opportunities, Old program 4DIGITAL ASSETMANAGEMENT and supply chain complexities BEFORE Color brand strategy 5 we propose creative design solutions.SOURCING AND SUPPLY Micro/macro view 6MANAGEMENT While the solutions we propose are as diverse New case cuts 7 as the marketing opportunities driving them, we never lose focus on the key principles Maximizing shelf utilization and shopping simplicity 8 behind marketplace success: authenticate Drip Planning Guide 10 your brand, communicate its core values, Point-of-sale support that truly stands out 12-13 differentiate your product from competition, Services 14 make it rational and relevant to the expectations of your consumer, and create Clients 15 emotional connections to cement loyalty and drive repeat business.2 3
  3. 3. Old program Color brand strategy 1 CONNECT to water source 2 DISTRIBUTE water throughout landscape 3 WATER plants with appropriate emitters and sprayers Old packaging programCompetition for shelf space at Home Depot is fierce. This, combined For easy identification of drip irrigation products, VNG developed awith the numerous SKUs in the Toro drip irrigation family, had created a color-coding system that assigned each item to one of three functionalsituation that challenged consumers to understand what they should buy, groups: 1-Connect, 2-Distribute and 3-Water. This tied directly to theand challenged Toro to fit the required range of products into their allotted simple three-step installation process explained in detail by othershelf area. elements of the Toro program.4 5
  4. 4. Micro/macro view New case cuts Self-Shipping Shipping panel Container tears off & tray pulls out VNG enabled Toro to add SKUs within their allotted shelf space by reorienting master carton trays to space-saving vertical-On each package, a magnified view plus a wider illustration of the bin configurations. Each binrelevant section of a drip irrigation system depict the details of each part’s functions as a self-shipper,installation, and show the role it performs. This makes it much easier for reducing board stock andshoppers to select the parts they need. handling requirements.6 7
  5. 5. Maximizing shelf utilization Color labels identifying each component’s function within a drip system help consumers select the correct part for their watering needs. And more space- efficient self-shipping cartons fit more SKUs in the same space, in a cleaner,and shopping simplicity. more-inviting display.8 9
  6. 6. Drip Planning Guide Coordinated with the color-coded, three-step component-identification system on all Toro packaging, VNG created an easy-to-understand, illustrated planning guide for point of sale at Home Depot. The simple but detailed explanations give the DIY shopper a persuasive reason to choose Toro over less in-formative and confidence-inspiring alternatives.10 11
  7. 7. Point-of-sale support VNG developed side-wing signage for Toro’s Home Depot displays that conveyed the premium quality of the products, as well as the simplicity of their installation. While providing at-a-glance explanations of the color-that truly stands out. coding system for product identification and selection, the side wings also place the Drip Planning Guides in a prominent and inviting location.12 13
  8. 8. Services ClientsBrand Strategy Merchandising AquaChem Pool Chemicals Kwikset CorporationDefining a brand’s core values, its Capturing attention, helping Armstrong World Industries Meguiar’s Car Waxpoints of difference and relationship navigate the shopping experience,to other brands on the shelf, as well and simplifying buying decisions Black & Decker McCulloch Corporationas its role in an overall business • Signage and point-of-sale materialsstrategy, in order to maintain Central Garden & Pet McGuire Nicholas Manufacturing • Free-standing displays andcontinuity and leverage equities Corona Clipper Montgomery Ward merchandisers• Market research • Product-education and Dexol Industries Night Tracks• Brand Profiling and Segmentation promotional materials• Line extension and versioning Diamond Light Industries Orchard Supply Hardware within brand families Digital Asset Dogloo Rain Bird ManagementBrand/Product Identity • Web-based brand manuals DripMist Redken LaboratoriesVerbal naming architectures and Emhart Rug Doctorvisual-identity systems which • Packaging specifications, die lines,resonate with consumers to provide photo libraries Franklin Brass Manufacturing Schlage Lock Companymeaning and make relevant Fred Meyer Shop-Vac Inc.connections Sourcing And Supply• Product-naming architectures Management Fresh Gourmet Southern Wine & Spirits• Brand and sub-brand architectures • Material sourcing, sustainability Garden America Teknor/Apex• Pricing tier identification compliance• Visual-identity systems and • Vendor sourcing and quotation Hiram Walker & Sons The Toro Company guidelines procurement Hardie Irrigation Werner Ladder • Production coordination and The Kahlúa CompanyPackage Design quality controlThe first “moment of truth”, • Inventory managementdisplaying how a product looks, feels,functions, compares, and appeals• Structural concepts including sustainability metrics• Visual design concepts• Informational messaging and price-point substantiation14 15
  9. 9. Jim Van Noy / President Jim Van Noy is President and Creative Director of The Van Noy Group, the creative consultancy he founded in 1971 in Los Angeles. Capitalizing on the experience he gained as an art director at Chiat/Day Advertising and other creative firms, Jim secured a roster of clients including top consumer product brands such as Max Factor, Redken, Carnation Foods, Vivitar, Giorgio Beverly Hills, Kahlua, Leiner Health and Kwikset Locks to name a few. Past president of the Los Angeles Art Directors Club and a member of the AIGA, Jim was joined in the firm in 1980 by partner Ann Van Noy who contributes her experience as a marketing executive. In 2000, Jim and Ann moved their offices from Los Angeles to their vineyard in Sonoma County wine country, where they continue to practice their art as well as craft their Russian River Pinot Noir. 3315 Westside Road • Healdsburg, CA 95448-9453 Bus: 707.433.3944 • Fax: 707.433.0375 • Email: vng@vannoygroup.com16