Spyder Glue Branding Project

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Branding project for MKT 435 at Miami University. Teams were tasked with branding a new polyurethane glue product, Spyder Glue, and presenting our work to the creator. Our team was selected as the top presentation from the class.

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  • Florescent colors tie to construction and stands out against the Gorilla Glue orange and other competitorsGreen is the color of nature, fertility and life, it symbolizes healing Glue can serve as a healing tool Lime green inspires people to try new things – therefore customers may be inspired to purchase Spyder Glue in storeDistinctive in the category
  • Florescent colors tie to construction and stands out against the Gorilla Glue orange and other competitorsGreen is the color of nature, fertility and life, it symbolizes healing Glue can serve as a healing tool Lime green inspires people to try new things – therefore customers may be inspired to purchase Spyder Glue in storeDistinctive in the category
  • Florescent colors tie to construction and stands out against the Gorilla Glue orange and other competitorsGreen is the color of nature, fertility and life, it symbolizes healing Glue can serve as a healing tool Lime green inspires people to try new things – therefore customers may be inspired to purchase Spyder Glue in storeDistinctive in the category
  • Subliminal messaging on mobile phone games
  • lower price point – switching tactic to get customer to try it Hard to sell premium glue to homeowners Do not price it too low so that it seems inferiorLimited marketing budget limits us in our pricing strategyInform about the points of differentiation – therefore we willDifferentiate by price at first
  • Dimensions are 12” by 12” (foot by foot)
  • Spyder Glue for Clear, Clean StrengthSales pitch – you should use our ideas, our ideas will help you gain market share We strongly believe our ideas will help Spyder glue gain market share and hope that you choose our branding strategy when developing your marketing…. Etc whatever
  • Spyder Glue Branding Project

    1. 1. Marketing 435 – Branding and IMC <br />Spring 2011<br />YibinRen, Lindsay O’Hara, Gina Mueller, Lindsay Becker<br />
    2. 2. Target Market Analysis<br /><ul><li>Men (25-55 years old)
    3. 3. Home owners
    4. 4. “Do-It-Yourselfers”</li></li></ul><li>General Branding Position<br />Spyder Glue for Clear, Clean Strength<br />Points of Differentiation<br /><ul><li> Final product is cleaner, clearer, and non-foaming
    5. 5. Strength
    6. 6. Appearance without sacrificing strength
    7. 7. Eco-friendly option</li></li></ul><li>Brand Image<br />Spyder Glue logo is neon green, bold print, all caps with a black spider separating the words<br />
    8. 8. Packaging<br />
    9. 9. Analyzing Competitors Packaging<br />
    10. 10. Online Presence<br />Website <br />Facebook <br />Twitter <br />YouTube<br />Details<br /><ul><li> Websites domains have inexpensive annual fees
    11. 11. Social media is free to create and relatively </li></ul> inexpensive to advertise on <br />
    12. 12. Website<br />
    13. 13. Online Couponing<br />Cost is approximately $0.10 + the total coupon savings<br />Benefits:<br />People may forget their coupon but buy the product anyway <br />Used to gain loyal customers and switch brands <br />Good way to penetrate the market <br />1% online redeemed<br />
    14. 14. Potential Coupon Vendors<br />Brand Coupon Network offers pay-per-redemption coupons – therefore you only pay when the customer uses your coupon <br />Coupon redemption averages 15% more than industry average<br />www.brandcouponnetwork.com<br />
    15. 15. Viral Marketing Components<br />Mobile Uploading – How do you use your Spyder Glue?<br />Customers can submit pictures of the projects they work on with Spyder Glue <br />Contest component – strongest hold, interesting projects, and impressive endeavors <br />Mobile Phone application/games:<br />Easy game that is fun to play, but still spreads knowledge of the glue components – stickiness and spiders<br />Hire a group of students that can make the game<br />Classes at Miami or UC <br />
    16. 16. Option One: <br />Begin with three repairs and <br />cracks can be fixed by these bottles <br />Goal – Catch all Gorillas before they get to the vase by touching them<br />Gorillas – head toward the vase and will cause cracks when they reach it <br />
    17. 17. Spider Fixes the Cracks in the Vase <br />Fix cracks before life meter runs out<br />
    18. 18.
    19. 19. Touch the Gorillas to stop them from smashing the vase <br />
    20. 20.
    21. 21. Option Two: <br />Move the pieces around to put the image back together <br />
    22. 22. Viral Marketing Cont.<br />Youtube Videos and Ad Banners featuring Sticky Situations <br />Photoshop two things that shouldn’t be stuck together<br />Examples to follow<br />Average Guy stuck to things he doesn’t want to be <br /> Mother in Law <br /> Boss <br /> Bridge/Sign/Building <br />
    23. 23. Sticky Situation <br />
    24. 24. Sticky Situation <br />
    25. 25. Online Advertising Plan<br />Google AdWords<br />Facebook/Social Media Advertising<br />Bloggers<br />
    26. 26. Google AdWords<br />Small business focused resource on Google AdWord’s website<br />http://www.google.com/adwords/smallbusinesscenter/<br />
    27. 27. Google AdWords Costs<br />Daily Budget – set amount declared each day <br />Bids – Cost-per-click (CPC) determines the amount willing to spend each time the ad is clicked<br />Higher bid means a better position on the page<br />Ad Quality – Higher quality scores cost less<br />
    28. 28. AdWords CPC/MLS Analysis<br />** This is an estimate of the costs<br />
    29. 29. Facebook/Social Media<br />Similar to Google AdWords<br />
    30. 30. Blogger Sponsorship<br />Send bloggers free Spyder Glue products and encourage them to review it on their website. Target Home Improvement and DIY bloggers who are recognized and well known.<br />Examples:<br />www.hometalk .com <br />http://charlesandhudson.com/<br />http://www.younghouselove.com/<br />
    31. 31. Pricing Strategy<br />Regular Spyder Glue: $4.49 <br />Eco-Friendly Glue: $ 4.89 <br />Gorilla Glue Pricing – Sector Analysis<br />
    32. 32. Why this Pricing Strategy? <br /> Penetration pricing strategy<br />Lower price point encourages trial<br /> Pricing too low may contribute to inferior image<br />Points of differentiation prove quality of Spyder Glue<br /> Limited marketing budget supports pricing strategy<br />
    33. 33. Point of Purchase<br />End-cap displays<br />Branding on shelf <br />New signs <br />Checkout counter displays <br />
    34. 34.
    35. 35. In-Store Promotions<br />Pay for additional retail space in stores<br />End-caps and store fliers are the most noticed forms of marketing in stores<br />
    36. 36. Brand Image<br />

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