ANALYSIS & INSIGHTS
The paint market in New Zealand is unique in its competitive set, leading to an extremely competitive marketplace.
When looking at purchasing behaviour, there are many trigger events to painting including an often long path to purchase. Crucially, it is often a partnership decision with Colour choice being a critical determinant of final brand choice and then quality of brand later in the piece. Then there is a mix between the growing trend of 'Do It For Me' vs DIY, along with the tension between the consumer ideal of bright colours but the actual behaviour of safety in off whites and neutrals. Furthermore, we have an active specifier market (Architects and Style Consultants) plus the trade painter - all of whom have different psychologies and needs.
Our job is to influence every part of the interaction that Dulux has with the various purchasing stakeholders, to ensure that Dulux is the first choice for paint in New Zealand.
Painting is a self expression and colour is fun. We continue to work with Dulux to bring a level of emotion, ownership and story to their colour offering.
Ensuring that the Dulux Colours of New Zealand story is leveraged across all consumer platforms is critical and a key differentiator. Making a selection of key popular colours famous, whilst also demonstrating colour leadership in trending styles has been crucial.
Point of sale retail work continues to ask for the business at the point of sale whilst a considered lift in the way we talk to both the architectural and the trade painter market, both extremely different form watch other, means a deeper relationship with the total market.
THE POPULAR DULUX COLOURS OF NEW ZEALAND
Research shows that people like to paint in colours that are safe. They won't cause your friends to look at you like you've had a style fail. To this end, we worked with Dulux and the Department of Conservation on an initiative that had two objectives. The first is to hero a core group of colours that are popular off whites and neutrals, to help consumers become more familiar with them by name. The second objective was to deliver a richer story to the Dulux Colours of New Zealand offering, by weaving in DOC facts about these colours, so that they have meaning beyond simply an off white colour.
The result in a fully integrated campaign that spans outdoor, press, radio and social media.
COLOUR IN PEOPLES HANDS
Choosing colour is a difficult business. Dulux had a major overhaul of their colour tools and we created this simple, cost effective TV ad to get the message out there about the new 'transparencies' tool, which has been a great success.
Colour trends are a big deal in terms of the brands colour credentials. Every year we release the colour forecast, where we educate the consumer on the latest trends via advertising, social media, PR and we also create and project manage the launch events for the architectural community.
Dulux launched 362 new colours under the Dulux Colours of New Zealand range which included new tools and collateral. Whilst the DCNZ range is a consumer focused offering its critical Dulux keep specifiers and trade partners across developments so they can pass the offering onto their customers. We developed a communication that visually portrayed the new colour range and all the new collateral that’s been developed. The pack reflected Dulux’s premium quality and colour leadership status.
TRADE & RETAIL
In store promotions, such as the 8L for 4L price, are a key part of our path 2 purchase approach. Big box retailers such as Mitre 10 Megas and Bunnings tend to be busy environments so having effective point of sale is essential.