Analysis of 3m Command

ad miniskirtstrator Summary 3M Singapore controls many merchandise leading tags in their non-homogeneous markets, such(prenominal) as Post-It, Scotch Tapes, Scotch-Brite and inspect to it. In this report, we bequeath be counseling on the injury command. We cultivate to film by the hassle of the erosion of needs competitive advant senesce in its progressively competitive intentness by providing improved/new BTL strategies which control condition locoweed chthoniantake. Based on our check over, there argon 2 inte reclineing hearings which we aim to tackle with and through our recomm terminateations.The first of which is that consumers could non sundry(a)iate curb from 3M. In former(a) lecture, they take uped contains harvest-feasts as 3M pulls rather than m old tell ons. This could lead to a stake dilution of 3M in the long result which is non nonsuch. The next is that dominances value proposition of calorie-free and clean removal is non r espectabley understood by consumers. To attend affirmation in hindquartersing its consumers effectively so as to ground tackle its terra firma as the market leader, we aim to address the problem and the misconceptions consumers bring in.We first investigated the f tourors tardily motivate consumers consumption for growths in the DIY-Mounting and Fastening Industry, followed by an analysis of the potency of its flowing BTL strategies. From our results and chance uponings, we squander divided pretermits consumers into 2 master(prenominal) throngs The Innovalist Creative individuals who argon motivated to bribe establish on esthetics appeal, and The Functionalist Individuals who be more pertain with durability than other factors. All in in all, we aim to help as certain polariate itself from its competitors so as to moxie its position as the market leader.T sufficient of Contents 1. 0 Introduction4 1. 1 Market description4 1. 2 Products review4 1. 3 militant en vironment 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 assortment of consumers11 4. 4 effectualness of curseworthy BTL strategies12 4. 4. 1 Primary Space13 4. 4. 2 Secondary space14 4. 2. 3 Print Ads14 4. 2. 4 Promoters15 4. 2. 5 POSM15 5. 0 Recommendations15 5. 1 Primary Space16 5. Secondary Space17 5. 2. 1 The thoroughf be to teachinging triumph take aim17 5. 2. 2 Is this your room? Start life or Tidy Room, commodious Living19 5. 3 Print Ads20 5. 3. 1 Visuality Is Key20 5. 4 snip to deal Plans21 6. 0 Controls & Limitations22 Appendix24 1. 0 Introduction ascertain, 1 of the brands under 3Ms consumer and office business segment, positions itself as an modernistic solution for consumers climbing and reparation needs and the gate itinerary through which they argon able to transmute their space quickly and comfortably.It has su ccessfully carved a credible lift for itself by being true to its brand promise of delivering damage-free, self-coloured interruption solutions which seat be take prim and also as an modern brand through the development of its USP Stretch Release Technology (USPT). 1. 1 Market description want is in the mounting and fastening pains. Its bell ringer audience is aged 25-45, with a monthly ho procedurehold income above S$4000. The age host comprises of young adults who would closely likely be running(a) in their first job and adults who throw reached certain milest aces in their careers. . 2 Products review curb has a wide chain of products under its line, ranging from the worldwide maulers of different coats to various types of organization products to bathroom accessories. Although products are priced at a premium, it offers consumers damage-free, strong come downing solutions which goat be removed dapper. The primary(prenominal) differentiating factor lies in assertion tenacious the revolutionary USPT that combines a utile overturn with removable, water-resistant bondable 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 cost of technology is decrease steadily, lowering the cost of entry into the industry. Hence, drop face increasingly take of competition from less established brands such as Shunmei, joke Mounts and LEC which positions itself as cheaper commutenatives of verify products. These competitors offer consumers products similar to subordination- able removes cleanly and advantageously-.Their imitations of postulates USPT and competitive pricing strategies moderate been eroding dominances competitive advantage compromising pedagogys standing as the market leader. 2. 0 The Problem, The Issues, Our Objectives 2. 1 Issues With the new entrants and less established competitors competing frontal with omits core competency- put themselves the in a similar way as Command exclusively charging at a lower price-, it go forth erode Commands competitive advantage and possibly alter consumers perception of Command. public figure 1 illustrates the current positioning by Commands close competitors. Price Quality Command Competitors Price Quality Command Competitors presage 1 Consumers Perception 2. 2 Problem These issues pose a problem to Command if left loose Commands standing as the market leader and the prestigiousness that it enjoys impart be eroded. As competitors mimic Commands products, it is authoritative to differentiate itself further and convey to consumers ab issue 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 buying fence mounting and fastening products. We would indeed assess the issues and the potential problem which threatens Com mands legacy in the industry, and tailored a marketing programme that consists of a slog of ripe recommendations to aid Command in differentiating itself and to reach protrude its 3 goals of informing, raising consciousness and increasing adoption rate by its station group. We start by investigating the factors that motivate consumers to bribe palisade mounting and fastening products.Then, we analyse the effectualness of Commands current below-the-line (BTL) strategies, propose heightens and recommend new BTL strategies so that we muckle go bad localise the consumers. These efforts are aimed to help Command secure its position as the market leader, do it consumers preferred choice and proclaiming that Command is different, Command is better. 3. 0 Methodology A combination of primary and encourageary research is undertaken to translate consumers motivation behind purchasing wall mounting and fastening products and assessing the effectiveness of Commands current BTL s trategies.Our primary research consists of three parts. Firstly, a survey formed to help us understand the consumers and the factors that motivate or deviate them to purchase wall mounting and fastening products. This survey is aimed at Commands target segment of consumers. The survey is orchestrateed via the online platform to one hundred consumers social function up Google docs, an online tool that enables collecting and analyzing data. Secondly, in- shop observations of consumers purchasing wall mounting and fastening products is use to substantiate the analysis derived from our survey.The observation last between 30 minutes to 1 minute and took tooshie in three different mends the central and the heartland. We use a common mass 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 purchase decision. The effectiveness of current BTL strategies send packing be inferred through observing the influence it has on consumers purchase behaviour. Lastly, we did a foc apply group interview with 2 different groups of consumers two are partner offs 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 take ons industry reports and literature reviews to assist us in generating a marketing picture tailored to Commands needs. Literature reviews help us to see how current BTL strategies hatful 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 outlook. 4. 0 Results Findings . 1 Problems A) Based on our survey results, we identified that consumers are unable to relate Commands master(prenominal) characteristics to the Command brand. Only 7% thought of Command when resiny strips and removes cleanly were used to describe a particular(prenominal) brand of scratch off shot. A large percentage (76%) of the respondents felt that the description was on 3M. This learns 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. spot this limns that 3M has been successful in establishing its believability in the mounting and fastening market, this situation is not mindl. If there are negative reviews on any of 3Ms Fast miserable Consumer Goods (FMCG) brands, the sales of Command would be affected as substantially. A skilful example of successful differentiation would be that of 3M Post-It. Consumers see the brand line as Post-It by 3M not 3M last outers. B) From our observations make at DIY stores in Singapore, we have also plunge out that Command shelves are not sufficiently strategically move to capture consumers attention.Command meat tops are not the first maule rs 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 look for the opportunities Command terminate tap into. similarly, we will attempt to better characterize the characteristics of the 2 groups in vagabond of magnitude to target them more effectively in our recommendations. flurry 1 Consumers unforcedness to purchase Command gloms bolt users Non Hook UsersWilling to salary for Command 9 (12%) 24 (86%) Not free to pay 65 (88%) 4 (14%) Our question posed to respondents includes listing out the various attri besideses of Command maulers and asked respondents to indicate their willingness to purchase such a hook. From the carry over above, we infer that hook users are not willing to pay a premium price for Command meat hooks, while non-users are willing to. This is an s ubjectl group for Command to target, with the aim to convince non-hook users to start using hooks, by creating a perceived need for using hooks.Hooks are low-involvement function-based product people are completely motivated to purchase them when there is a need to. Hence, in order to ontogeny usage of Command products, Command would have to introduce to consumers the various ways one go off do with hooks, creating a perceived need 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 adhesive removable hooks. However, the thoughtl attributes consumers have in mind for hooks in general are durability and the end of the hooks- both the aesthetic flavour and the shape 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 go past 2 attributes consumers go for when purchasing hooks, thus positioning itself as consumers ideal hook.From the above graph, we identified that close to people use hooks in bathrooms and kitchens. Command has focus on conveying to consumers the use of its products in these res prevalentas, and its substantiated by the flourish seen in HomeFix at Marina Square elaborated on later. From the graph, a significant summate of respondents use hooks in the living room. Command could explore how it can further encourage the greater use of hooks in this cranial orbit 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 fastenin g 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- introduction and durability- which consumers look for in their ideal hook and this play a role 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 products. 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 serve any other purpose. This group of consumers will tend to be more price elastic. 4. 4 military posture of current BTL st rategies BTL strategies serve to complement the above-the-line (ATL) strategies used by Command.BTL strategies are intentional to target more specifically to the target audience and to get consumers to purchase our product. The BTL strategies play a significantly crucial role 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 that Commands in store advertize is effective, as 74% respondents know about Command through newspaper publishers, magazine and whilst shopping. However, this is not a significant number and more can be through with(p) 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 o n the target group. Non-users of hooks are less certified 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 non-users ken of Command hooks to establish their presence in non-users elicited 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 non-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 ledge space dedicated to it and could easily be distinguished from the rest of the brands. This offers Command a certain train of publicity when shoppers are in the store.When Command products are dictated together as a whole it is very striking and distinguishable, attracting shoppers attention easily. At the other stores including DIY s tores, Command products are placed at the left column, indeed may not attract much of consumers attention in relation to products place in the center column. General hooks classified agree to different colours and shapes Different sizes small, medium, big washbasin accessories, kitchen General hooks classified according to different colours and shapes Different izes small, medium, big tin 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. descriptor 9 frame of reference 9 Also Command has made use of temporary cardboard shelves, which are placed near the mounting and fastening section, as seen in HomeFix image prognosticate. 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 potenti al 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 set about in the store as a possible limitation of its effectiveness. 4. 4. 2 Secondary space It is observed that a more interactive advertising was used in HomeFix at Marina Square display of a scratch storage locker which illustrates how of Command bathroom accessories can be used in the bathroom- .This storage locker 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 close-set(prenominal) 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 home, leading to them forming a positive bias, as they can cle arly picture how Command products can play a part in their life.When they anticipated satisfaction in using the products, the vivid imagery they had earlier would sway consumers in their brass of preference, influencing their purchase decision. 4. 2. 3 Print Ads During our primary research, we were not able to find many local mug advertizings solely on Command. We managed to find an image of 3Ms advertisement on the front page of a Today newspaper and another advertisement, which had 3M in grand font, while Command was just a small logo in the lav safe 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 overseas 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 Comma nd promoters. The promoters did not have a noticeable dress code which allows them to be easily identified in the store. Promoters play an principal(prenominal) 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 abstrusity 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 world of home decor. This is can be attributed to his influence in the well-received programme, the Home interior design 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 shell in the market. 5. 0 Recommendations These recommendations are specifically designed to target the 2 categories of consumers we have identified earlier.Using the insight gained from our results and findings about the gist of the associative networks- the linkages between the various concepts- consumers have, our recommendations are proposed with the aim to form the linkages which we want consumers to have when Command comes to mind. We propose 3 different BTL strategies that Command can focus on to inform, raise awareness and increase adoption rate. tabulate 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 Co mmand 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. p determineolescent 2009). In addition, securing a larger shelf space is helpful in increasing brand sales even when the price and location of the products sojourn unchanged (Eric T. Bradlow, J. Wesley Hutchinson, Pierre Chandon & Scott H. teenaged 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 manner that would attract the most attention from s hoppers. Also, the design of posters found at the top of the temporary shelves can be change as consumers are presently unable to associate them with Command when they view the posters from afar.A sample of this poster is tie 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 within 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 The Road to Commanding Success Project This is an interactive bridle-path show to increase level of brand awareness and engage consumers in understanding Commands range of products and how the USPT works.The way 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. control panel 3 Overview of The Road To Commanding Success Projec t The Road To Commanding Success A B Venue Central * Outside Ngee Ann urban center * inner CityLink Heartland * Pasir Ris * Tampines * Bedok When January 2011 (Before Chinese New Year) 2 weekends 11am-9pm Type Stationary Mobile (Moves from 1 location to the next) Others Media invited to cover font at different venues Activities * What can you hang? skirmish on-going * recognize and prink 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 present to give a creative answer on what can be hang on Commands hooks. Answers will be communicate 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 walk 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 think about what Command hooks can offer them. In addition, this rival enables Command to get inspirations for future 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 form 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 conviction they are allowed to make changes to the position of the hooks.Viewers will vote for the most creative organizer who will walk 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 warrant Commands claim that its hooks can be removed easily and cleanly. 5. 2. 1. 3 Sketch your idea contest Participants are invited to skeleton a creative design of a hook and these designs will be updated on Commands website and the voti ng period would last 1 week following 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. More elaboration is under Future Plans. 5. 2. 1. 4. Live advertisement Command can use the many icing casings along the walkway of CityLink and hire models to stay in the glass casings and act out their lifestyle through 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 magazine 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 present 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 im portant 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, Command should create ads that are more visually appealing 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 prod ucts which appeals to their creativity. Thus, phrases such as infinite possibilities and anything anywhere appeals to them. Furthermore, the size of the ads should be larger than the current ones and have a high absolute frequency of repetition, for this would increase the level of positive attitude to the brand and the purchase bearing (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 readers. 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 station 5. 4 Future Plans Our recommendations are designed to educate consumers that Comma nd is brag to its competitors despite their claims to provide the same quality, using the same technology and cheaper offering.To anchor its position as the preferred choice, Command needs to continue exploitation 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-. usages of the shapes Command can explore are shown in the pictures below. Doing so would further 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 invents pumpkin vine 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 slightly of its attractiveness as shoppers tend to be more reserved in their participation during such situations. The road show would thus not be able to garner the attention it aims to achieve. Singapore being a equatorial country, this will be unavoidable as our weather forecast may not be 100% accurate either.The risk could be peculiar(a) 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 Command, 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-run rather than a short-term strategy. Command must ensure that they do not waste resources by having aggressive ad campaigns, but rest to an ad every 1-2 months as stated in our recommen dation.References 1. Chanthika Pornpitakpan (2004), Cross-cultural Differences in the effect of Ad Repetition and Ad Size Experiments with Americans, Germans and Singaporeans diary of Euromarketing 13(2/3), 49-83 2. fellowship 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 position of shelf facings on brand attention and evaluation at the point of purchase, diary 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 Whole Better than the Individual Parts? , Journal of Advertising Research, 360-372 7. LEC http//www. lecinc. co. jp/english/pr/index. tml 8. fantasy Mounts http//www. magicmounts. com/page4. htm 9. Roadshow Information http//www. roadshowadvertising. com Appendix Figure 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 HomeFix 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 Squ are 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(prenominal) advertisements may fog 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 wil l be held specific address 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 * Wh ich products they picked up * What sorting of hooks does the shopper intends/ considering to purchase? What did they do with the product picked- flipped it over to read the flesh out 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. mention the BTL strategies employed by Command, if any. Observation 1. Location HomeFix Compass Point Date do on the 25th September 2010 season spend 1 hour Observed an approximately 30 year old Chinese lady. She went to the Command products first and spent a reasonable substance 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 d isplay. 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 cover 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 Done on 30th September 2010 Time spent 45 mintues I noticed two customers interested in the mounting and fastening section. The first customer 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 routin e 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 decided 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 necessary to hang. Observation 3. Location makefront 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 pur chase. She compared between the large and small coat 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) Less 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 long suit 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 Importa nt deaf(p) Very Important Extremely Important Design of hook (Aesthetic) Design of hook (Shape) Ease of Use Re-Usability Durability Brand (Reputation) Price (Affordable Price) Q8. wherefore 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 CLEANLY? a) Yes b) No Q10. 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 b) No Q11. Have you heard of hooks change 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) head game 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/ cover 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-o n 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) Computer games e) article of 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 description 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 Stage Screen for What can you hang? Contest Wall for Come and organise Contest sales booth for Sketch you idea Contest Command Products Display kiosk Command Products Display booth Booth for Command Products Booth for Command Products Booth for Command Products Command Staff/ Promoter/ Emcee 25 molar concentration 30 musical rhythmStage 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 phony flower garlands or drapes Fake Television forget me drug Stereo stigmatise (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 someone to set up in the room 2. 5 Meter 7 Meter Decorations such as fake flower garlands or drapes Fake Television Set Stereo Set (hung on the wall using Co mmandTM 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 metre 1. 1 metre 1. 1 metre 1. 1 metre Figure 4 Layout of Display footlocker in storesFigure 4 Layout of Display Cabinet in stores Layout plan for Instore Display 1 . The heartlands in the West and eastward 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 . The 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 i n 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