Sharpie

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Sharpie

  1. 1. Challenge  1  Objec2ve   Increase  Buy  Rate  among  Bold  Impression  Makers   Marke2ng  Challenge   “I  don’t  have  a  use  for  anything  beyond  my  original  Sharpie.”   Strategy   Surprise  her  with  innova2ve   Delight  her  with  new  occasions  to   products  that  inspire  self-­‐ upli;  her  everyday  wri2ng  /   Disrupt  her  shopping  rou2ne.   expression  on  everyday  surfaces.   illustra2ng.  
  2. 2. Challenge  2  Objec2ve     Increase  Chicago  revenue  from  $2M  to  $3M   Marke2ng  Challenge   A  highlighter  is  a  highlighter,  why  should  I  pay  more  for  a  Sharpie?   Strategy   Highlight  An2-­‐Smear   Surprise  through   Disrupt  Consumer’s   Difference   Industrial  Design  Refresh   Shopping  Rou2ne  
  3. 3. E ra s a b l e   Pe n s   fo r   U r b a n   M o m s   STRATEGY:   “Leverage  Sharpie’s  brand  name,  performance,   and  a  unique  selling  feature  to  create  a  new   erasable  pen  usage  occasion  for  urban  mom’s   creaCve  projects.”  
  4. 4. Correctable  Pens?  
  5. 5. Imagina2ve  Mom  On-­‐the-­‐Go   Sharpie’s  Great  Posi2on   Create  an  Edge  in  a  Mature   Market   From  Erasable  to  Correctable  
  6. 6. • Surveyed  +100  People   • Perceptual  Map   • Conjoint  Analysis  
  7. 7. Current  Erasable  Pen  Usage   How  Moms  currently  use  ALL-­‐Types  of   Always   Pens   Occasionally   OTen   1%   5%   6%   Rarely   Never   29%   59%  
  8. 8. ts  
  9. 9. ts  
  10. 10. Drive  to  Product   Facilitate  Direct  Trial   Drive  to  Social  Media  

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