build 'wow'. . . into flexible, transit-sturdy display pallets · build 'wow'....

PRESENTED BY:

Verda J. Sites, Marketing Manager, 3M Stationery Products Division

Brian Pearson Sr., Account Manager, Strive Group

BUILD 'WOW'. . . into flexible, transit-sturdy display pallets

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BUILD “WOW” into flexible, transit-sturdy display pallets.

May 15th, 2008Verda Sites – 3M, Marketing ManagerBrian Pearson – The Strive Group

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Case Study: Scotch® Brand Products

Holiday Display for Wal-Mart

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• Structure– Modular– Wal-Mart Guidelines

• Multiple Manufacturing Locations

• Multiple Selling Departments– Seasonal and Stationery Wal-Mart Buyers– Duplicate Orders

• Shipping Logistics

Setting the Stage

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• Merchandise Scotch® Brand products that compliment each other in a single pallet unit

• Develop a display that attracts attention and satisfies the consumer’s gift wrapping needs

• Design a display that is modular and can be easily replenished

• Satisfy the objectives of Wal-Mart corporate– Holiday graphics

– One price point per side

– Pricing signage

Promotional Strategies

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• Vibrant holiday display featuring Scotch® brand Tapes, Gift Wrap Paper Cutter and Gift Wrap Paper

• National TV Advertising Campaign featuring NEW Scotch® Gift Wrap Paper Cutter

• National PR Campaign “Most Gifted Wrapper”- Rockefeller Center NYC

Integrated Marketing Plan

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30 Second Commercial

National TV Advertising Campaign featuring NEW Scotch® Gift Wrap Paper Cutter

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Integrated Marketing Plan

• Wal-Mart Tab Ad

• walmart.com Website Feature

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Challenges

• Summary of challenges

– Wal-Mart guidelines compliance

– Wal-Mart Corporate requirement

– 3M merchandising business needs

– Supply chain and in-store ready

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The Design Process

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The Design Begins

• Starting with pencil and paper • Ideation:

– Products– Size of pallet– Manufacturing constraints

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• Original design from renderings• Multiple product placement and presentation

refinement• Modularity of display needed improvement

Initial Prototype

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• Structure refinement– Refine space allocation for Sku’s– Improved product presentation – Increased overall ROI

Initial Prototype 2

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• Components adjusted to better merchandising• Header added for review• Multiple Wal-Mart buyers approval

Mock-up for Retail

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• Modular components refined• Developed graphic panels

Structural Improvements

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Header Refinement

• Compact for shipping • Easy assembly

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Graphic Approval

• Final structural revisions• Wal-Mart holiday graphics

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Shipping and Logistics

• Multiple Departments• DC/Shipping and receiving• Double stackable

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In-Store Execution

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Modular Execution

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Summary of Achievements

• Summary of Achievements

– Wal-Mart guidelines compliance

– Wal-Mart Corporate requirement

– 3M merchandising business needs

– Supply chain and in-store ready

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