The document discusses a marketing campaign for Savana paint brand. It focuses on using color trends research and inspiration to drive consumer interest and trial of new products. The campaign would include TV ads to create awareness, a microsite for consumers to learn more and make color selections, and an in-store Color Corner program to help retailers advise customers on paint choices. The goal is to increase sales volumes and promote customer loyalty to the Savana brand.

1. Marketing fara limite
Zilele Biz 2010
Stefan Teodorescu
Marketing Director Fabryo Corporation - Savana

2. Ingredientul secret al unei
campanii de succes:
Bunul simt

4. din experienta proprie

6. Moment de consum: renovarea locuintei

8. Culoarea
Brand values:
 emotie
 inspiratie
 trend seter
Business:
 volume mari
 loializare

9. Constructie de campanie:
Savana
color trends
TV
campaign
create interest
and trial
Micro-site
get inspired,
make color
choices, learn
how & where
you can buy
Trade
color corner
program
Brochure
Help the shop
and the house
painter counsel
the client

14. Standard vizibilitate
Caseta amplasare perpendiculara / perete
Fatada amplasare pe perete

15. Coltul Culorii

16. Coltul Culorii

17. in concluzie