Test market observations and recommendations for LaHabra's new Platinum Plus Hybrid Stucco product – combining the strength of a cement finish with the durability of an acrylic – in a convenient one-bag product. Included are spot market and promotional recommendations. Test market recommendations were based on market analysis of target audience geographic concentrations, distribution strengths and market trends.

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LaHabra Platinum Plus
Residential Test Market Recommendations

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Agenda:
‐ Envision campaign evolution
‐ Residential builder program
‐ Residential applicator effort
‐ Next steps
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Envision Evolution:
‐ Continue “Envision” message
‐ Incorporate Principia recommendations
‐ Unified brand/product benefit approach
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Incorporate Principia recommendations:
‐ Solution/system sell vs. features
‐ Value‐in‐use approach
‐ Focus on finish to drive stucco/EIFS
‐ Become “first choice”
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Unified brand/product benefit approach:
‐ Distinctive “ownable” graphic approach
‐ Simple message
‐ Artful, bold and memorable
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Our View:
We propose a highly flexible and distinctive
creative approach to unify Parex brand and
product marketing communication.
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Envision Evolution: Strategies
‐ Promote commercial and residential groups
Lead with Parex commercial nationally
Lead with LaHabra for residential in spot DMAs
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Envision Evolution: Tactics
‐ Promote Parex USA brands as a
“single source solution”
Innovative
State‐of‐the‐art products
Product performance levels
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Basecoats
Coatings, Primers & Sealers
EIFS Solutions
Finishes
Mesh
Specialty Finishes
Stone, Brick and Veneer Systems
Stucco Assemblies
Water Resistive Barriers
+ Innovation = Envision any surface

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Unified brand/product benefit approach:
‐ Distinctive “ownable” graphic approach
‐ Simple message
‐ Artful, bold and memorable
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21. Target‐based marketing communications:
2121
Residential
Portfolio
iPad/Android
Version
Updated
Website
Builder
Spread Ad
Builders
Co-Sponsored
Builder
Event
Applicators
P.O.S. Display
& Materials
(Spanish/English)
Category Inserts
Sales Collateral
(Spanish/English)
Co‐Op Materials
Promotional Mailers
(Spanish/English)
Residential
Portfolio
POS Display &
Materials
(Spanish/English)
Category
Inserts
Co‐Op Materials
Distributors/Dealers
Promotional Mailers
(Spanish/English)
Commercial
Portfolio

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Logical Access to Product Solutions:
‐ Distinctive “ownable” graphic approach
‐ Simple message
‐ Access products via use
‐ “Good, Better, Best” performance
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NEED

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Co‐Sponsored special events are an effective
way to reach residential builders:
‐ Objectives
Brand awareness among Texas residential builders
Stimulate interest and trial
‐ Strategy
Partner with credible experts
Provide local builders with relevant information
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Turnkey events by Hanley Wood’s Event
Team include management, logistics and
lead development:
AV coordination
Electronic database for participants
Food and beverage
Registration
Signage
Speaker management
Telemarketing
Venue selection assistance
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LaHabra special event overview:
‐ Best Texas DMAs
Houston
Dallas
San Antonio
‐ Possible venues
Hotel Sorella City Centre
Hotel Icon
Hotel Zaza
Hotel St. Regis
Four Seasons
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LaHabra special event overview:
‐ Subject matter experts
Houston: David Jarvis
Dallas: David Brown
San Antonio: Jack Inselmann
‐ Subject matter
“State of the Market” report based on HW’s
Metrostudy for local markets
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Key Points:
‐ “First Call” for any surface/system solution
‐ Focus on finish/value‐in‐use
‐ Simple, bold, memorable
‐ Flexible approach
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Next Steps:
‐ Refine concepts and content
‐ Implement brand/product benefit approach
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