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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