Analysis of 3m Command

Executive Summary 3M Singapore controls many market leading imperfections in their divers(a) markets, such as Post-It, Scotch Tapes, Scotch-Brite and eclipse. In this report, we will be focusing on the brand teaching. We prepargon to address the problem of the erosion of operates competitive advantage in its increasingly competitive industry by providing improved/new BTL strategies which hold in abide undertake. Based on our muckle, in that respect argon 2 inte occupying riseings which we call for to tackle through our recommendations.The first of which is that consumers could non specialise overlook from 3M. In different words, they viewed call fors overlaps as 3M meat fling offs rather than control condition maulers. This could lead to a brand dilution of 3M in the long run which is non ideal. The next is that Commands value proposition of easy and clean removal is not fully understood by consumers. To aid Command in targeting its consumers effectively so as to anchor its footing as the market leader, we arrest to address the problem and the misconceptions consumers gain.We first investigated the factors behind motivating consumers consumption for products in the DIY-Mounting and Fastening Industry, followed by an analysis of the effectiveness of its current BTL strategies. From our results and findings, we construct divided Commands consumers into 2 main groups The Innovalist Creative individuals who are incite to barter for based on aesthetics appeal, and The Functionalist Individuals who are much concerned with durability than some other factors. All in all, we aim to suspensor Command differentiate itself from its competitors so as to anchor its position as the market leader.T equal to(p) of Contents 1. 0 Introduction4 1. 1 Market description4 1. 2 Products review4 1. 3 Competitive surround analysis5 2. 0 The Problem, The Issues, Our Objectives5 2. 1 Issues5 2. 2 Problem6 2. 3 Objectives6 3. 0 Methodology6 4. 0 Results & Findings8 4. 1 Problems8 4. 2 Opportunities9 4. 3 salmagundi of consumers11 4. 4 Effectiveness of current BTL strategies12 4. 4. 1 primary Space13 4. 4. 2 Secondary lacuna14 4. 2. 3 instill Ads14 4. 2. 4 Promoters15 4. 2. 5 POSM15 5. 0 Recommendations15 5. 1 Primary Space16 5. Secondary Space17 5. 2. 1 The itinerary to Commanding achiever determine17 5. 2. 2 Is this your room? Start funding or Tidy Room, Long Living19 5. 3 Print Ads20 5. 3. 1 Visuality Is Key20 5. 4 future day Plans21 6. 0 Controls & Limitations22 Appendix24 1. 0 Introduction Command, whizz of the brands under 3Ms consumer and force task segment, positions itself as an innovative solution for consumers mounting and lure needs and the gate style through which they are able to transform their space quickly and tardily.It has successfully forge a credible name for itself by organism true to its brand promise of delivering upon-free, strong fall downing solutions which toilet be removed tidy and too as an innovative brand through the development of its USP Stretch Release Technology (USPT). 1. 1 Market description Command is in the mounting and fastening industry. Its target audience is aged 25-45, with a monthly household in get along above S$4000. The age group comprises of young adults who would most likely be works in their first job and adults who have geted certain milestones in their careers. . 2 Products review Command has a wide range of products under its line, ranging from the general meat maulers of different sizes to various types of organization products to buttocks accessories. Although products are priced at a premium, it offers consumers damage-free, strong hanging solutions which can be removed cleanly. The main differentiating factor lies in Command Adhesive the revolutionary USPT that combines a reusable hook with removable, water-resistant tenacious that comes completely off with the pull of a tab and does no damage to the surface in the process. . 3 Competitive Environment Analysis With the rapid advancements in technology, the damage of technology is decreasing steadily, lowering the cost of entry into the industry. Hence, Command face increasingly level of competition from less established brands such as Shunmei, antic Mounts and LEC which positions itself as cheaper alternatives of Command products. These competitors offer consumers products similar to Command- able removes cleanly and easily-.Their imitations of Commands USPT and competitive pricing strategies have been eroding Commands competitive advantage compromising Commands stand as the market leader. 2. 0 The Problem, The Issues, Our Objectives 2. 1 Issues With the new entrants and less established competitors competing head-on with Commands core competency-positioning themselves the in a similar way as Command but charging at a lower price-, it will erode Commands competitive advantage and possibly alter consumers perception of Command. systema skeletale 1 illu strates the current positioning by Commands close competitors. Price caliber Command Competitors Price Quality Command Competitors write in code 1 Consumers Perception 2. 2 Problem These issues pose a problem to Command if left unresolved Commands standing(a) as the market leader and the prestige that it enjoys will be eroded. As competitors mimic Commands products, it is imperative to differentiate itself further and convey to consumers some the premium product it offers. 2. 3 ObjectivesTo ensure Commands continued success and position as the market leader, it is crucial to discover consumers motivation in purchasing wall mounting and fastening products. We would thus assess the issues and the potential problem which threatens Commands legacy in the industry, and tailored a marketing plan that consists of a range of innovative recommendations to aid Command in differentiating itself and to achieve its 3 goals of datarming, raising awareness and increasing adoption rate by it s target group. We start by investigating the factors that motivate consumers to acquire wall mounting and fastening products.Then, we analyse the effectiveness of Commands current below-the-line (BTL) strategies, protrude changes and recommend new BTL strategies so that we can founder target the consumers. These efforts are aimed to help Command secure its position as the market leader, making it consumers like choice and proclaiming that Command is different, Command is better. 3. 0 Methodology A combination of primary and thirdhand research is undertaken to understand consumers motivation behind purchasing wall mounting and fastening products and assessing the effectiveness of Commands current BTL strategies.Our primary research consists of three parts. Firstly, a survey designed to help us understand the consumers and the factors that motivate or influence them to buy wall mounting and fastening products. This survey is aimed at Commands target segment of consumers. The su rvey is conducted via the online platform to ampere-second consumers using Google docs, an online tool that enables collecting and analyzing data. Secondly, in- line observations of consumers purchasing wall mounting and fastening products is utilise to substantiate the analysis derived from our survey.The observation last amidst 30 minutes to 1 hour and took place in three different locations the central and the heartland. We use a common set of questions to guide us when we are doing these observations, helping us to better understand the processes that consumers go through and identify the motivation consumers have when making their bribe end. The effectiveness of current BTL strategies can be inferred through observing the influence it has on consumers purchase behaviour. Lastly, we did a focused group interview with 2 different groups of consumers twain are couples in the mid 20s.Pair A was a couple who works as an architect and a banker, while Pair B was a couple who are an engineer and an accountant. Our secondary research includes industry reports and literature reviews to assist us in generating a marketing plan tailored to Commands needs. literary productions reviews help us to see how current BTL strategies can be improved for it to become more effective. The industry reports will provide us with a better understanding of the recent market conditions and the competitive discoverlook. 4. 0 Results Findings . 1 Problems A) Based on our survey results, we identified that consumers are unable to relate Commands main characteristics to the Command brand. Only 7% thought of Command when icky strips and removes cleanly were used to describe a particular brand of hook. A prodigious percentage (76%) of the respondents felt that the description was on 3M. This returns that consumers are not able to differentiate between 3M and the Command brand. In fact, more than half of this 76% answered that they have never heard of Command. plot of ground this shows that 3M has been successful in establishing its credibility in the mounting and fastening market, this situation is not ideal. If there are damaging reviews on any of 3Ms Fast Moving Consumer Goods (FMCG) brands, the sales of Command would be affected as easy. A good example of successful speciality would be that of 3M Post-It. Consumers see the brand name as Post-It by 3M not 3M control stickers. B) From our observations make at DIY stores in Singapore, we have withal found out that Command shelves are not sufficiently strategically placed to capture consumers wariness.Command hooks are not the first hooks that consumers see when they step into the store. This is a problem as consumers tend to be more experimental towards low-involvement product, switching between brands, as the costs and risks involved are low. 4. 2 Opportunities From our analysis, we will research the opportunities Command can tap into. Also, we will attempt to better characterize the characteristi cs of the 2 groups in order to target them more effectively in our recommendations. turn off 1 Consumers Willingness to purchase Command hooks move up users Non nip UsersWilling to pay for Command 9 (12%) 24 (86%) Not willing to pay 65 (88%) 4 (14%) Our question posed to respondents includes listing out the various attributes of Command hooks and asked respondents to indicate their willingness to purchase such a hook. From the table above, we infer that hook users are not willing to pay a premium price for Command hooks, while non-users are willing to. This is an ideal group for Command to target, with the aim to convince non-hook users to start using hooks, by creating a perceive need for using hooks.Hooks are low-involvement function-based product people are only motivated to purchase them when there is a need to. Hence, in order to increase usage of Command products, Command would have to introduce to consumers the various ways one can do with hooks, creating a perceived nee d in consumers to purchase hooks. Non-users of hooks have the misconception that hooks in general would leave stains when removed. When targeting the non-users of hooks, Command would need to address their concerns about hooks leaving ugly stains on the wall or peals the paint off.This shows that convenience is the main attribute consumers consider when they purchase viscous removable hooks. However, the ideal attributes consumers have in mind for hooks in general are durability and the design of the hooks- both the aesthetic aspect and the frame of reference of the hooks-. This indicates that there is a misalignment between consumers ideal hook and that marketed by Command. Command could focus on promoting its hooks based on the twitch 2 attributes consumers go for when purchasing hooks, thus positioning itself as consumers ideal hook.From the above graph, we identified that most people use hooks in bathrooms and kitchens. Command has focus on conveying to consumers the use of i ts products in these areas, and its substantiated by the display seen in HomeFix at Marina Square elaborated on later. From the graph, a significant depend of respondents use hooks in the living room. Command could explore how it can further encourage the greater use of hooks in this area to increase household penetration of its products. Command could also explore the idea of bundling Command hooks with the successful 3M Post-Its to reach out to office users.In summary, the misconceptions consumers have towards mounting and fastening needs can be translated into problems to address or opportunities for Command to tap into. 4. 3 Categorisation of consumers There are 2 main attributes- design and durability- which consumers look for in their ideal hook and this play a portion in motivating their purchase of hooks. Hence, we would divide consumers into 2 main groups Innovalist and Functionalist. Innovalist Consumers who are looking for design and creativity when they purchase produc ts. They desire to be different from the rest.They tend to go for products that stand out and they are willing to try new things. This group of consumers will tend to be more price inelastic. Functionalist Consumers who are concerned about functionality when they purchase products. They are not concerned about design, but more on durability of hooks. For them, hooks are mainly used to hang things and do not religious service any other purpose. This group of consumers will tend to be more price elastic. 4. 4 Effectiveness of current BTL strategies BTL strategies serve to complement the above-the-line (ATL) strategies used by Command.BTL strategies are designed to target more specifically to the target audience and to get consumers to purchase our product. The BTL strategies play a significantly crucial fibre in differentiating Command from others. From our primary research, the results obtained shed light on the effectiveness of Commands current BTL strategies. This chart shows tha t Commands in store advertising is effective, as 74% respondents grapple about Command through newspapers, magazine and whilst shopping. However, this is not a significant number and more can be done to increase the impact BTL strategies have on the target group.This chart shows that Commands in store advertising is effective, as 74% respondents know about Command through newspapers, magazine and whilst shopping. However, this is not a significant number and more can be done to increase the impact BTL strategies have on the target group. Non-users of hooks are less aware of Command compared to users of hooks. This shows that Command is one of the eliminate brands associated with hooks, but more can be done to increase non-users awareness of Command hooks to establish their front in non-users evoked set.Non-users of hooks are less aware of Command compared to users of hooks. This shows that Command is one of the top brands associated with hooks, but more can be done to increase no n-users awareness of Command hooks to establish their presence in non-users evoked set. 4. 4. 1 Primary Space For majority of the DIY stores patronized, Command products have a whole shelf space devote to it and could easily be distinguished from the rest of the brands. This offers Command a certain level of publicity when shoppers are in the store.When Command products are placed together as a whole it is very striking and distinguishable, attracting shoppers attention easily. At the other stores including DIY stores, Command products are placed at the left column, hence may not attract much of consumers attention in comparison to products place in the center column. General hooks classified according to different colours and shapes varied sizes small, medium, big Bathroom accessories, kitchen General hooks classified according to different colours and shapes Different izes small, medium, big Bathroom accessories, kitchen In stores where a shelf is not fully dedicated to Command products, the brands were divided into the respective rows and organised accordingly in a columns as shown in the figure below. get in 9 word form 9 Also Command has made use of fly-by-night cardboard shelves, which are placed near the mounting and fastening section, as seen in HomeFix compass Point. However, these shelves are tucked at a corner, facing into the store and can only be viewed when one is at the corner where Command hooks are.It is not strategically placed and thus the full potential of the effectiveness of such temporary shelves are not fully maximized, thereby losing the opportunity it have in influencing consumers purchase decision. We took into consideration the possible space constraints faced in the store as a possible limitation of its effectiveness. 4. 4. 2 Secondary space It is observed that a more synergetic advertising was used in HomeFix at Marina Square display of a glass cabinet which illustrates how of Command bathroom accessories can be used in th e bathroom- .This cabinet is effective as it is prominent, interactive and engaging, teasing consumer out of their boundaries when purchasing a low-involvement product. Shoppers attention is attracted and they are more inclined to go closer to the display. Furthermore, it acts as a visual aid, creating imagery in shoppers mind. Shoppers are encouraged to visualize themselves using Command products at national, leading to them forming a positive bias, as they can clearly picture how Command products can play a part in their life.When they anticipated ecstasy in using the products, the vivid imagery they had earlier would sway consumers in their formation of preference, influencing their purchase decision. 4. 2. 3 Print Ads During our primary research, we were not able to find many local print advertisements solely on Command. We managed to find an image of 3Ms advertisement on the front page of a forthwith newspaper and another advertisement, which had 3M in vast font, while Comma nd was just a small logo in the bottom right corner.In consistencies in advertisements like these have led to consumers confusion and the inability to differentiate between Command hooks and 3M hooks. Our recommendation would be based on foreign print advertisements by Command and the advertisements we found on 3M and Command. 4. 2. 4 Promoters We did not notice any promoters when we conduct our primary research. Based on our secondary research, we found pictures of Command promoters. The promoters did not have a noticeable dress code which kicks them to be easily identified in the store. Promoters play an authoritative role in creating public interest and increase product demand.They are the source of information shoppers can turn to when in doubt, helping in shoppers decision making process. We are not able to analyze this aspect of BTL in depth due to the lack of primary research available. 4. 2. 5 POSM The use of the well known local celebrity Bryan Wong has been effective in reaching out to consumers and possibly encouraging them to be more innovative in the area of home decor. This is can be attributed to his influence in the well-received programme, the Home Decor Survivor, which he has co-host for the past 4 seasons.He is known for his creativity and knack for being innovative. His good reputation, and the high level of reliability and credibility he established throughout the seasons, was a convincing factor for consumers who trust his advice and choice. Furthermore, the use of his pictures on Command in-store advertisements has influenced consumers and serves to remind them that Command products are the outdo in the market. 5. 0 Recommendations These recommendations are specifically designed to target the 2 categories of consumers we have identified earlier.Using the appreciation gained from our results and findings about the gist of the associative networks- the linkages between the various concepts- consumers have, our recommendations are put forwardd with the aim to form the linkages which we want consumers to have when Command comes to mind. We notify 3 different BTL strategies that Command can focus on to inform, raise awareness and increase adoption rate. Table 2 Overview of 5 BTL Strategies Consumer/BTL Primary Space Secondary Space POSM Print Ad Promoters Innovalist Strategising Space Allocation The Road To Commanding Success Visuality Is Key Functionalist . 1 Primary Space Command should occupy shelves at eye levels in outlets where it does not occupy the full shelf as research has shown that products placed at the eye levels get the most attention from shoppers though it does not help in improving the evaluation of the brand (Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Scott H. Young 2009). In addition, securing a larger shelf space is helpful in increasing brand sales even when the price and location of the products remain unchanged (Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Sco tt H. Young 2009). 5. 1. Strategizing Space Allocation Initiative Command should use words or attributes which Functionalists look out for in their purchases and include it in their in-store advertisements in order to capture their attention and spur them to purchase. Furthermore, Command can explore using the temporary displays more efficiently, by strategically placing them in a modality that would attract the most attention from shoppers. Also, the design of posters found at the top of the temporary shelves can be change as consumers are currently unable to associate them with Command when they view the posters from afar.A sample of this poster is attached in the appendix. We propose that Command expand their shelf space, especially utilizing the eye level ranks and to craft and place its temporary shelves strategically inwardly the space constraints faced in stores, in order to enhance its visual appeal and brand recognition among its consumers. 5. 2 Secondary Space 5. 2. 1 Th e Road to Commanding Success Project This is an interactive road show to increase level of brand awareness and engage consumers in understanding Commands range of products and how the USPT works.The road show targets both the Innovalists and the Functionalists through 4 activities at 2 different locations. A brief overview of the project is shown in the table below. Table 3 Overview of The Road To Commanding Success Project The Road To Commanding Success A B Venue Central * Outside Ngee Ann City * Inside CityLink Heartland * Pasir Ris * Tampines * Bedok When January 2011 (Before Chinese New Year) 2 weekends 11am-9pm eccentric Stationary Mobile (Moves from 1 location to the next) Others Media invited to cover event at different venues Activities * What can you hang? challenger Ongoing * Come and organize Contest Every hour * Sketch your idea Contest Ongoing * Live Advertisement (CityLink only) Ongoing 5. 2. 1. 1 What can you hang? Contest Participants will be invited onto s tage to give a creative answer on what can be hang on Commands hooks. Answers will be project onto a screen on the stage. Viewers can vote for the idea they find most creative and the top 10 winners of the day will fling away with a Command hamper (a full range of Command hooks) either at the road show or at 3Ms office at Yishun.This aims to engage the consumers by involving them in brainstorming about what Command hooks can offer them. In addition, this contest enables Command to get inspirations for incoming design and improvements to be made to their products by finding out how consumers wish to use Command products. 5. 2. 1. 2 Come and organize contest Participants will be given a range of common household items (umbrella, keys, towel etc) and Command hooks. They will be tasked to organize all these using Command hooks within 5 minutes, during that time they are allowed to make changes to the position of the hooks.Viewers will vote for the most creative organizer who will wal k away with a mini Command hamper (3 sets of different types of Command hooks). This activity aims to instill in consumers how they can use Commands hooks and to demonstrate and condone Commands claim that its hooks can be removed easily and cleanly. 5. 2. 1. 3 Sketch your idea contest Participants are invited to sketch a creative design of a hook and these designs will be updated on Commands website and the voting period would last 1 week side by side(p) the road show.Voting would be done online and the top 10 winners will receive a Command hamper (a full range of Command hooks). This allow Command to understand what the Innovalists want in terms of the aesthetics of hooks which could be a stepping stone for Command to create hooks with new designs. to a greater extent elaboration is under Future Plans. 5. 2. 1. 4. Live advertisement Command can use the many glass casings along the walkway of CityLink and hire models to stay in the glass casings and act out their lifestyle throu gh using hooks.For example, the actor dresses up as a student and mounts Commands hooks on the wall, hangs an item, removes the hook and places it at another spot etc. Command can have 3 sets of actors and act out household, office, bathroom scenes which demonstrate how the different types of product can be used in each setting. This would be attention grabbing and interactive, serving to tease consumers about their traditional notion of a road show and at the same time enable them to form a vivid image of how the various Command products can be used conventionally and creatively, creating the perceived need in consumers to purchase hooks.This road show project is effective as it can 1) boost product and brand recognition by 15 times compared to other forms of advertising and 2) achieves a 97% recall rate. 5. 2. 2 Is this your room? Start Living or Tidy Room, Long Living We propose that Command explore the use of more glass/clear display cabinets similar to that found in HomeFix at Marina Square, bringing the living room environment into the store and showing shoppers how the hooks can be used in the living room.The display would be located in a variety of places, from DIY stores to supermarkets in order to cater to the different consumer profiles who patronize the stores. This would be an effective way to influence shoppers unconsciously and introduce to them how the various Command products can play an important part in the various areas of their homes. The use of the tagline would differ depending on which target consumers Command is targeting. The tagline Is this your room? Start Living is for Innovalists while Tidy Room, Long Living is for Functionalist.The design of the living room in the display cabinet would be simple, one that encapsulates the essence of a living room. The proposed layout of the display is attached in the appendices. 5. 3 Print Ads 5. 3. 1 Visuality Is Key Instead of using the conventional style of being information oriented, Comma nd should create ads that are more visually harmonic by replacing words with graphics. In addition, the choice of words used is critical in distinguishing Command from competitors ads. The ads should be structured in a manner that caters to the preferences of our 2 categories of consumers.Specifically words or phrases like durable and ability to hold a certain weight appeals to Functionalists. Innovalist would be attracted to products which appeals to their creativity. Thus, phrases such as inexhaustible possibilities and anything anywhere appeals to them. Furthermore, the size of the ads should be larger than the current ones and have a high frequency of repetition, for this would increase the level of positive attitude to the brand and the purchase intention (Chanthika Pornpitakpan 2004). However, in order to achieve effectiveness, Command has to vary the ads in order to reinforce its position in consumers memory.The ads would be shown approximately every 1-2 months in order to achieve a positive reaction from immortalizeers. We have designed different ads to illustrate our point and they are included in the appendix. The location of the various advertisements is shown below. Table 4 Consumer Type Strategy Innovalist Place ads at arts centres eg. Esplanade Functionalist Place ads at populated places eg. Bus stops, train stations 5. 4 Future Plans Our recommendations are designed to educate consumers that Command is superior to its competitors despite their claims to provide the same quality, using the same technology and cheaper offering.To anchor its position as the preferable choice, Command needs to continue developing new innovative products and convey it to consumers in creative means. For the future, we propose that Command introduce its current line of adhesive hooks in an innovative way having varied shapes and designs and occasion specific designs-. Examples of the shapes Command can explore are shown in the pictures below. Doing so would furth er differentiate Command from its competitors and boosts its innovative brand image it also helps to transform the need of buying hooks to a want to buy hooks. Table 4 Examples of Innovatie Hook DesignsPumpkin hooks design for Halloween Balloon hooks design for Birthdays Ang Bao hooks design for Chinese New Year Table 5 Examples of Innovative Hook Designs Table 5 Examples of Innovative Hook Designs 6. 0 Controls & Limitations In the event of a wet weather, the road show may lose some of its draw as shoppers tend to be more reserved in their participation during such situations. The road show would thus not be able to bring in the attention it aims to achieve. Singapore being a tropical country, this will be unavoidable as our weather forecast may not be 100% accurate either.The risk could be limited by organizing less road show during the monsoon seasons. In print ads, we are not able to control the environment under which consumers view it. While we may have an advertisement on C ommand, depending on how they peruse the magazine or medium, readers may not be exposed to the ad. Hence, Command might not be able to control the frequency at which one is exposed to its ads. Therefore, print ads will be a long-term rather than a short-term strategy. Command must ensure that they do not waste resources by having aggressive ad campaigns, but stick to an ad every 1-2 months as stated in our recommendation.References 1. Chanthika Pornpitakpan (2004), Cross-cultural Differences in the effect of Ad Repetition and Ad Size Experiments with Americans, Germans and Singaporeans Journal of Euromarketing 13(2/3), 49-83 2. Company info http//www. wikinvest. com/stock/3M_Company_(MMM) 3. Creative hook designs http//wildammo. com/2009/08/07/crazy-and-creative-wall-hooks/ http//freshome. com/2010/05/11/25-of-the-most-creative-wall-hook-designs/ 4. Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Scott H. Young (2009), Does in-store marketing work?Effects of the number and p osition of shelf facings on brand attention and evaluation at the point of purchase, Journal of Marketing, 73, 1-17 5. JULIE A. EDELL and RICHARD STAELIN (1983), The Information Processing of Pictures in Print Advertisements, JOURNAL OF CONSUMER RESEARCH, 10, 45-61 6. Kuus Oberecker, Lea M. Wakolbinger and Michaela Denk (2009) The Effectiveness of Combining Online and Print Advertisements Is the consentient Better than the Individual Parts? , Journal of advertizing Research, 360-372 7. LEC http//www. lecinc. co. jp/english/pr/index. tml 8. Magic Mounts http//www. magicmounts. com/page4. htm 9. Roadshow Information http//www. roadshowadvertising. com Appendix opine 11. The entire shelf space dedicated to CommandTM in HomeFix at Compass Point, SengKang Figure 11. The entire shelf space dedicated to CommandTM in HomeFix at Compass Point, SengKang Figure 12. The shelf with competitors products in HomeFix at Compass Point, SengKang Figure 12. The shelf with competitors products in Ho meFix at Compass Point, SengKang Figure 14. Temporary shelf B in HomeFix at Compasss Point, SengKang Figure 14.Temporary shelf B in HomeFix at Compasss Point, SengKang Figure 13. Temporary shelf A in HomeFix at Compass Point, SengKang Figure 13. Temporary shelf A in HomeFix at Compass Point, SengKang Figure 15. The display cabinet seen in HomeFix Marina Square Figure 15. The display cabinet seen in HomeFix Marina Square Figure 16. The 3M advertisement-collaboration with Giant hypermarts- in Today newspaper Figure 16. The 3M advertisement-collaboration with Giant hypermarts- in Today newspaper Figure 17. The advertisement with 3M in huge font and Command in smaller font.Such advertisements may confuse consumers further, especially when a significant number of consumers are not aware of Command Figure 17. The advertisement with 3M in huge font and Command in smaller font. Such advertisements may confuse consumers further, especially when a significant number of consumers are not aware of Command Venues for The Road To Commanding Success Project Figure 18. The 3 locations of The Road to Commanding Success Project Figure 18. The 3 locations of The Road to Commanding Success Project Figure 19. The open space area outside Ngee Ann City where The Road to Commanding Success Project will be heldFigure 19. The open space area outside Ngee Ann City where The Road to Commanding Success Project will be held particular proposition Cost Miscellaneous Ngee Ann City Space Rental $3,900 CityLink Space Rental $1,140 Equipment/Logistics/Transportation $4,600 What can you hang? Prizes $150/set $3,000 Come and organize Prizes $15/set $300 Sketch your idea Prizes $150/set $1,500 Live Advertisement Labour $6/hour $360 Total $14, 800 Table 6. Estimated Cost for the The Road to Commanding Success Project Table 6. Estimated Cost for the The Road to Commanding Success Project Figure 21.Example of proposed print ad A Figure 21. Example of proposed print ad A Figure 20. Example of proposed print ad B Figure 20. Example of proposed print ad B Figure 22. Transportation of road show materials for Heartlands Figure 22. Transportation of road show materials for Heartlands Our Observations The questions we used to guide us in our observations to ensure a certain level of uniformity among all the observations 1. The estimated age of the consumer. 2. Consumers actions in the deciding process * Which products they picked up * What kind of hooks does the shopper intends/ considering to purchase? What did they do with the product picked- flipped it over to read the details etc- * What products were they looking at? * Was the shopper influenced by any BTL strategies used by Command? 3. How long the deciding process takes 4. Shops staff actions during this process, if any. 5. catch the BTL strategies employed by Command, if any. Observation 1. Location HomeFix Compass Point Date make on the 25th kinfolk 2010 Time spent 1 hour Observed an approximately 30 year old Chinese lady. She went to the Command products first and spent a reasonable amount of time there (about 10 minutes).She took up the hooks for kids, which has Walt Disney designs, at the bottom shelf and the general hooks. She walked away to the shelf displaying competitors products, took up the metal hook by Sellery which cost $1. 60 and kept on holding onto it while she glance at the other hooks on display. She took up the wooden hook by LEC-which requires glue for installation- and cost $2. 90. It can carry a maximum load of 3kg. She flipped to the back of the packaging to read the instructions and lingered for a while before placing the LEC back. She also took up the concrete hook by Double-G.In the end, she bought the Sellery hook. She missed the temporary display by Command 3M as her back was facing it when she was viewing the products in the shelf dedicated to Command products. No sign of metal hooks by command Observation 2. Location Selffix D. I. Y Store, Jurong Point Date D one on 30th September 2010 Time spent 45 mintues I noticed two nodes interested in the mounting and fastening section. The first node knew exactly what he wanted, picked up a cheap brand costing $1. 50 and left. The hooks he purchased where a small hook that came in a set of three and had a peal to stick sign on it.His product awareness either showed he had strong brand awareness or was a routine buyer of hooks. The second customer was more of a first time buyer. She spent her time comparing brands, reading the information on the packaging and in the end resolved to purchase a pair of large hooks. The packaging contained 3 hooks each was worth $2. 50. The consumers behaviour indicated that the hooks were for a particular purpose and was after a brand that could support the weight of what she needed to hang. Observation 3. Location Harbourfront Center Date 23 September 2010 Time spent 30 minutesThere were a total of 5 customers who purchased hooks during the 30 minutes observation . 1 of them was a female, while the rest were males. They were all wearing office wear and looked in their mid 30s. The males seemed to be in a hurry as they simply came into the store, grabbed a hook and other DIY items before making payment. Out of the 4 males, only one decided to purchase a LEC hook instead of a Command hook. The female customer spent a little more time deciding on her hook purchase. She compared between the large and small sized Command hook. In the end, she decided on the larger one.Survey Questions Q1. Which age range are you in? a) 25-30 b) 31-35 c) 36-40 d) 41-45 Q2. Are you a a) Male? b) Female? Q3. What is the range of your monthly HOUSEHOLD INCOME? a) little than $4000 b) $4000 $6000 c) $6001 $8000 d) $8001 $10,000 e) More than $10,000 Q4. Do you currently use hooks? a) Yes (Move on the Q5) b) No (Move on to Q8) Q5. What type of hooks do you use and why? (Choose one which best describes your reason) Design Durability Convenience (Ease of removal and setting up) Re-Usable Dont use this hook Nail-On Adhesive (Removable) Adhesive (Non-removable) Door Hanging Suction Q6. Where do you use the hooks? Never (Area has NONE) Sometimes (Area has some hooks) Always (Area has the most hooks) Bathroom Kitchen Bedroom Living Room Office Q7. What is your ideal hook? (Move on to Q12) Not Important at all Somewhat Important Neutral Very Important Extremely Important Design of hook (Aesthetic) Design of hook (Shape) Ease of Use Re-Usability Durability Brand (Reputation) Price (Affordable Price) Q8. Why dont you use hooks? a) I make use of other instruments b) It is not part of my lifestyle (Never considered using hooks at all) c) I need to use it, but I have not gone to purchase it d) Others ____________________________ Q9. Would you be interested in hooks with adhesive strips that can be REMOVED dapper? a) Yes b) No Q10. An ordinary hook which is not easily removable wo uld cost between $2-$3. Would you be willing to pay $4 for a hook with an adhesive strip that removes cleanly? a) Yes b) No Q11. Have you heard of hooks sell by Command? ) Yes (Move on to Q18) b) No (Move on to Q21) Q12. Have you heard of hooks sold by Command? a) Yes (Move on to Q18) b) No (Move on to Q13) Q13. Do you currently use hooks with adhesive strips? a) Yes (Move on to Q14) b) No (Move on to Q16) Q14. What brand of hooks do you currently use? a) 3M b) Shunmei c) First Choice d) LEC e) Magic Mounts f) Bostik g) IKEA h) Others _____________________ Q15. After removal, rate the extent of damage on the surface. I do not use this brand Non-removable Removes while damaging paint/wallpaper Removes cleanly Never tried removing before 3M Shunmei First Choice LEC Magic Mounts Bostik IKEA Q16. Would you be interested in hooks with adhesive strips that can be REMOVED CLEANLY? a) Yes b) No Q17. An ordinary hook which is not easily removable would cost between $2-$3. Would you be willing to pay $4 for a hook with an adhesive strip that removes cleanly? a) Yes (Move on to Q21) b) No (Move on to Q21) Q18. How did you find out about hooks by Command? a) Newspaper b) Magazines c) Friends & Family d) Internet e) Television f) While shopping g) Others _______________________Q19. What kind of hooks do you think are sold by Command? a) Nail-on b) Adhesive (Removable) c) Adhesive (Non-removable) d) Door hanging (hooks that ledge onto the top of doors) e) Suction f) Others ___________________ Q20. What other products do you think are sold by Command as well? a) Bathroom accessories b) Door stoppers c) Cord organization d) electronic computer games e) Furniture f) Others ___________________ Q21. Which brand of hooks first comes to mind when ADHESIVE STRIPS are mentioned? (Choose one) a) 3M b) Shunmei c) Command d) First Choice e) LEC f) Magic Mounts g) Bostik h) IKEAQ22. Which of the following brands of hooks first come to mind when the de scription REMOVES CLEANLY is mentioned? (Choose one) a) 3M b) Shunmei c) Command d) First Choice e) LEC f) Magic Mounts g) Bostik h) IKEA Layout Plans for The Road To Commanding Success Project pose Screen for What can you hang? Contest Wall for Come and organise Contest sales booth for Sketch you idea Contest Command Products Display cubicle Command Products Display Booth Booth for Command Products Booth for Command Products Booth for Command Products Command Staff/ Promoter/ Emcee 25 bar 30 MeterStage Screen for What can you hang? Contest Wall for Come and organise Contest Booth for Sketch you idea Contest Command Products Display Booth Command Products Display Booth Booth for Command Products Booth for Command Products Booth for Command Products Command Staff/ Promoter/ Emcee 25 Meter 30 Meter Figure 2 General Layout for Central (excluding CityLink) and Heartlands Decorations such as fake flower garlands or drapes Fake Television Set stereophonic Set (hung on the wall using CommandTM hooks) Curtains 1-sitter small sofa Pictures /paintings (hung using CommandTM hooks)Table displaying Command Products Table containing Command products and household items for person to set up in the room 2. 5 Meter 7 Meter Decorations such as fake flower garlands or drapes Fake Television Set stereophonic system Set (hung on the wall using CommandTM hooks) Curtains 1-sitter small sofa Pictures /paintings (hung using CommandTM hooks) Table displaying Command Products Table containing Command products and household items for person to set up in the room 2. 5 Meter 7 Meter Figure 3 General Layout for CityLink 1. 1 beat 1. 1 metre 1. 1 metre 1. 1 metre Figure 4 Layout of Display Cabinet in storesFigure 4 Layout of Display Cabinet in stores Layout plan for Instore Display 1 . The heartlands in the West and East side of Singapore. The outlets where these observations are done were at Selffix D. I. Y Store, Jurong Point HomeFix, Sengkang and Harbour Front Centre 2 . T he exact questions we used to guide us in our observations are in the Appendix 3 . Henceforth, we would refer to this hook as Command hooks, as we would hope to draw insights from respondents willingness to purchase hooks exhibiting the listed attributes which Command hooks do.We do understand that in reality, the brand of the hooks may play a role in moderating this purchase intention. 4 . Advertisements are found in the appendices. 5 . 80% of consumers are outdoors during this period of time 6 . The models would include students, housewives and working adults. This is done so as to allow shoppers to be able to relate to them better and visualize how they can use Command products in their lives. 7 . European Outdoor Advertising Association, Zurich, Switzerland 8 . Outdoor Advertising Magazine, July 2002