s i s n y l o i a t n a a u t i S
makin lemonade
awwwww yeah
flavorless displays
sour service & environment at Walmart
sweet convenience of walmart
tasty opportunities!
the challenge
what do we need to solve?
WALmart “It’s convenient, but it’s not ideal.” -nia, 20
?
awareness “Yeah, but I’m not familiar with it. Where is it sold?” - jennifer, 45
the product
what do we have to work with?
glidden gets you going!
free quart of paint
50%
increase of sales at the home depot
did not translate over to walmart
the market
lions, tigers, & behr
oh my “Behr paint might as well be named Lion, because they hold the highest market share with 25%.”
what are we up against?
feeling the
love “Valspar’s current creative targets women with appeals to emotion, but their “Love Your Color” guarantee resonates with all Americans during these economically troubling times”
target audience
who are these people?
Segment one “I don’t know too much amount paint. i’d ask someone for help and knowledge about brands.” - nia, 20
Segment two “i do my shopping at walmart, so i would buy paint from there. also, i have no idea what brands they offer” - rachelle, 25
Segment three “Yes, I do believe i would; especially, if it were something small like painting a desk, and if i were already there.” - bridget, 49
Segment one tends to shop with a mother or woman from segment three
Segment three want creative displays to help with purchase Segment two likes walmart as a one stop shop
target audience
who are these people?
media we love
displays! Responds best to TV Most DIY Projects come from
paint criteria
Social
30%
price
r
45%
lo co
45%
qu al ity
95%