Delta Nano Fresh Perspective

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Delta Nano is a company producing disinfectant sprays using the power of green nanotechnology.

Working with a real client (Delta Nano), my team and I were tasked to formulate a Integrated Marketing Plan to increase the brand awareness and education of Delta Nano disinfectant and eventually, increase the sales of Delta Nano Sprays.

Based on research of competitors and target audience, our team felt that Delta Nano needs a new brand direction in order to attract audiences to purchase the product. Our group proposed a change of the Unique Selling Preposition from "Kills 99.9% bacteria, viruses, moulds and algae" to "Protects one's environment".

The rationale for this change is because the average consumer is bombarded with thousands of brands in their lifetime and they will not research deeply into the best brand that will suit to their needs. Instead, they will usually buy a brand that can resonate with them based on feelings. Thus a new slogan was formed, "Be at ease", to tell audience that by using Delta Nano Sprays, it will be able to protect your environment and let you feel at ease.

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Delta Nano Fresh Perspective

  1. 1. DELTA NANOFRESHPERSPECTIVE
  2. 2. WHEREARE WE NOW?
  3. 3. 1. New
  4. 4. 2. Intense
  5. 5. 3. Common USP
  6. 6. 4. Improve B2C
  7. 7. WHATmust be done?
  8. 8. NEWDIRECTION
  9. 9. PROPOSEDBRAND DIRECTION
  10. 10. AUDIENCE
  11. 11. HYGIENETARGET AUDIENCEHOME OWNERS
  12. 12. AUTOMOTIVE TARGET AUDIENCE TAXI DRIVERS
  13. 13. FOCUS CONSISTENT
  14. 14. THINGS TO COVER1 Reposition 2 Personality3 Slogan 4 Colour5 Identity
  15. 15. REPOSITION
  16. 16. OLD Unique Selling Preposition1 “Kills bacteria, viruses, mold, algae”2 “Eliminates odor”3 “No toxic chemicals and solvents”4 “Green Nanotechnology”
  17. 17. NEW Unique Selling Preposition ““ Protectsone’s environment
  18. 18. PERSONALITY
  19. 19. OLD BRAND PERSONALITY“UNKNOWN”
  20. 20. NEW BRAND PERSONALITY“ WARMTH, CARING, “ RELIABLE
  21. 21. SLOGAN
  22. 22. OLD SLOGAN“Anti-bacterial Deodorizing Hygiene Spray”
  23. 23. NEW SLOGAN BE AT ““ EASE
  24. 24. COLOUR
  25. 25. OLD BRAND COLOURBlue Yellow
  26. 26. NEWBRAND COLOUR Red
  27. 27. IDENTITY
  28. 28. OLDBRAND IDENTITY
  29. 29. NEWBRAND IDENTITY
  30. 30. RECAP1 Reposition 2 Personality3 Slogan 4 Colour5 Identity
  31. 31. TIMELINE
  32. 32. “BE AT EASE”CAMPAIGN
  33. 33. BE AT EASECAMPAIGN SLOGAN/TAGLINE BE AT “ “ EASE
  34. 34. BE AT EASE COLOUR SCHEMEDark White Dark BlackRed Orange
  35. 35. THINGS TO COVER 1 PREPARATION 2 BRAND AWARENESS 3 BRAND REMEMBRANCE
  36. 36. PREPARATION
  37. 37. 3 MONTHS
  38. 38. AWARENESS
  39. 39. °EXPOSURE
  40. 40. 360° EXPOSURE Point of Sales1 Packaging 2 Displays3 Website 4 Facebook Guerrilla5 YouTube 6 Marketing7 Hanger Ads 8 Car Decals
  41. 41. PACKAGING
  42. 42. OLDPACKAGING
  43. 43. NEW AUTOMOTIVE PACKAGING
  44. 44. NEW AUTOMOTIVE PACKAGING
  45. 45. NEW AUTOMOTIVE PACKAGING
  46. 46. NEW HYGIENE PACKAGING
  47. 47. NEW HYGIENE PACKAGING
  48. 48. NEW HYGIENE PACKAGING
  49. 49. POINT-OF-SALE DISPLAYS
  50. 50. 7-ELEVENPOINT-OF-SALE DISPLAYS
  51. 51. SUPERMARKET POINT-OF-SALE DISPLAYS
  52. 52. BUNDLE PRICING POINT-OF-SALE DISPLAYS
  53. 53. WEBSITE
  54. 54. OLDWEBSITE
  55. 55. NEW WEBSITE Delta Nano eMart Home About Delta Nano Delta Nano Delta Nano Contact Us Hygiene Automotive Green Us PROTECTS ONE’S ENVIRONMENTCopyright 2010 - 2013 Connect with us:
  56. 56. NEW WEBSITE Delta Nano eMart Home About Delta Nano Delta Nano Delta Nano Contact Us Hygiene Automotive Green Us PROTECTS ONE’S ENVIRONMENTCopyright 2010 - 2013 Connect with us:
  57. 57. FACEBOOK
  58. 58. OLDFACEBOOK PAGE
  59. 59. NEW FACEBOOK PAGEPROTECTS ONE’S ENVIRONMENT 3,000 likes □ 30 talking about this Delta Nano is a revolutionary product utilising green nano technology to disinfect 99.9% of germs, bacteria and viruses. Be at ease, feel protected, use Delta Nano today! Website: http://www.deltanano.com 3,000
  60. 60. BANNER ADS FACEBOOK PAGE Protect your environment today! deltanano.com Harnessing the power of nano- technology, Delta Nano eliminates 99.9% of germs, bacteria, viruses and mould.
  61. 61. BANNER ADS FACEBOOK PAGE Protect your environment today! deltanano.com Harnessing the power of nano- technology, Delta Nano eliminates 99.9% of germs, bacteria, viruses and mould.
  62. 62. BANNER ADS FACEBOOK PAGE
  63. 63. YOUTUBE
  64. 64. OLDYOUTUBE PAGE
  65. 65. NEW YOUTUBE PAGEPROTECTS ONE’S PROTECTS ONE’S ENVIRONMENT ENVIRONMENT
  66. 66. TRUEVIEW IN-STREAM YOUTUBE PAGE You can skip to video in 3 Advertisement 0:28 BE PROTECTED
  67. 67. TRUEVIEW IN-STREAM YOUTUBE PAGE Skip Ad PROTECTS ONE’S ENVIRONMENT Advertisement 0:24 BE PROTECTED
  68. 68. TRUEVIEW IN-STREAM YOUTUBE PAGE Skip Ad Be protected! Visit www.deltanano.com Advertisement 0:29 BE PROTECTED
  69. 69. GUERRILLAMARKETING
  70. 70. PROPOSEDGUERRILLA MARKETING
  71. 71. PROPOSEDGUERRILLA MARKETING
  72. 72. HANGER ADS
  73. 73. CAR DECALS
  74. 74. PROPOSED CAR DECALS PROTECTED WITH “Kills 99.99% of germs, bacteria and viruses using green nanotechnology” For more info visit: deltanano.com
  75. 75. 360° EXPOSURE1 Packaging 2 Bundle Pricing3 Website 4 Facebook Guerrilla5 YouTube 6 Marketing7 Hanger Ads 8 Car Decals
  76. 76. REMEMBRANCE
  77. 77. CONSTANTCOGNITION
  78. 78. CONSTANT COGNITION1 CSR 2 Facebook 3 YouTube 4 Hanger Ads 5 Car Decals
  79. 79. CORPORATE SOCIAL RESPONSIBILITY
  80. 80. MATURE HDB ESTATE (EG: TOA PAYOH)
  81. 81. Possible featuringa news release!!!
  82. 82. FACEBOOK
  83. 83. PUBLIC RELATIONS FACEBOOK PAGE The Delta Nano team has efficiently clean up the places of mature HDB estates today. A total of 400 units of flats has benefited from Delta Nano. What the Delta Nano team has done is to clean the houses of these elderly. After that, it was sprayed with Delta Nano to disinfect the bacteria, germs, viruses and mould.
  84. 84. BANNER ADS FACEBOOK PAGE
  85. 85. YOUTUBE
  86. 86. TRUEVIEW IN-STREAM YOUTUBE PAGE You can skip to video in 3 Advertisement 0:28 BE PROTECTED
  87. 87. HANGER ADS
  88. 88. CAR DECALS
  89. 89. PROPOSED CAR DECALS PROTECTED WITH “Kills 99.99% of germs, bacteria and viruses using green nanotechnology” For more info visit: deltanano.com
  90. 90. CONSTANT COGNITION1 CSR 2 Facebook 3 YouTube 4 Hanger Ads 5 Car Decals
  91. 91. RECAP1 PREPARATION2 BRAND AWARENESS3 BRAND REMEMBRANCE
  92. 92. EXPECTEDRESULTS
  93. 93. RESULT #181000BANNER AD CLICKS
  94. 94. RESULT #2200000 VIEWSYOUTUBE TRUEVIEW IN-STREAM
  95. 95. RESULT #31000 TAXIS CAR DECALS
  96. 96. RESULT #4300000WEBSITE VISITS
  97. 97. RESULT #53000Facebook Fans
  98. 98. BUDGET
  99. 99. BUDGET HANGERS ADS CSR $45,000 $30,000 VIDEOS BANNER YOUTUBE$10,000 $13,500 $10,000DECALS DESIGN GUERILLA MARKETING$1,110 $5,000 $35,100
  100. 100. BUDGETTOTAL BUDGET$149,710
  101. 101. SESSION
  102. 102. THANK YOU!!!

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