Preview

Analysis of 3m Command

Powerful Essays
Open Document
Open Document
7306 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Analysis of 3m Command
Executive Summary
3M Singapore controls many market leading brands in their various markets, such as Post-It®, Scotch® Tapes, Scotch-Brite® and Command™. In this report, we will be focusing on the brand – Command™. We aim to address the problem of the erosion of Command™’s competitive advantage in its increasingly competitive industry by providing improved/new BTL strategies which Command can undertake.
Based on our survey, there are 2 interesting findings which we aim to tackle through our recommendations. The first of which is that consumers could not differentiate Command™ from 3M. In other words, they viewed Command™’s products as “3M hooks” rather than “Command™ hooks”. This could lead to a brand dilution of 3M in the long run which is not ideal. The next is that Command’s 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 aim to address the problem and the misconceptions consumers have. 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 have divided Command™’s consumers into 2 main groups: “The Innovalist” – Creative individuals who are motivated to purchase based on aesthetics appeal, and “The Functionalist” – Individuals who are more concerned with durability than other factors.
All in all, we aim to help Command™ differentiate itself from its competitors so as to anchor its position as the market leader.

Table of Contents 1.0 Introduction 4 1.1 Market description 4 1.2 Products review 4 1.3 Competitive environment analysis 5 2.0 The Problem, The Issues, Our Objectives 5 2.1 Issues 5 2.2 Problem 6 2.3 Objectives 6 3.0 Methodology 6 4.0 Results & Findings 8 4.1 Problems 8 4.2 Opportunities 9 4.3



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 5. JULIE A. EDELL and RICHARD STAELIN (1983), “The Information Processing of Pictures in Print Advertisements”, JOURNAL OF CONSUMER RESEARCH, 10, 45-61 6

You May Also Find These Documents Helpful

  • Better Essays

    Ogilvy on Advertising

    • 3367 Words
    • 14 Pages

    3 Abstract of Ogilvy on Advertising In Ogilvy on Advertising, David Ogilvy writes about all aspects of advertising. He explains all the tips and rules he has learned about advertising through his own experience and through looking at data. He mainly writes about the aspects of advertising he knows from his own experience, particularly print advertising. In his book, he states that he does oversimplify some complicated subjects, making it easy for readers to understand. The book is broken down into 20 chapters, which all discuss different aspects related to advertising. The division of chapters makes the book easy to read. It does not read together like a whole book, but can be read just section by section depending on what you want to learn. First, Ogilvy examines how to produce…

    • 3367 Words
    • 14 Pages
    Better Essays
  • Good Essays

    Cocoa Puffs Case Study

    • 1165 Words
    • 5 Pages

    Many factors influence the choice of a company’s product line up over a competitor’s. Whether it is the association (use) of a product, the lifestyle it perceives, or the catchy commercials, companies invest heavily into the market to establish brand…

    • 1165 Words
    • 5 Pages
    Good Essays
  • Best Essays

    Lucozade sport is an isotonic sports drink aimed at the active and the health conscious, as well as athletes. Its unique selling point is its hydration qualities which are designed to increase the endurance of athletes. It has established itself as the clear market leader in the sports drink industry in Ireland over the past ten years.…

    • 3720 Words
    • 15 Pages
    Best Essays
  • Good Essays

    Cited: Kaufman, R. (2004) Advertising: Past, Present and Future. Retrieved October 25, 2006 from the World Wide Web: http://www.turnoffyourtv.com/programsratings/advertising2004.html [km2]…

    • 1006 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    3m Recommendations

    • 2641 Words
    • 11 Pages

    There is no need to change basic corporate culture of innovation at 3M. 3M already has impressive internal strengths and in order to avoid further stagnation and increase company’s earnings per share more cohesive and systematic plan is needed. We would recommend the long term strategy development to increase the efficiency and competetiveness of the 3M products.…

    • 2641 Words
    • 11 Pages
    Powerful Essays
  • Powerful Essays

    This changed scenario makes it difficult for the advertisers to make their ads lucrative for the consumer. Hence it is mandatory to bring a change in their advertising stimuli to affect the consumer spending behavior in their favor. The paper discusses how the changed patterns of spending have influenced advertising worldwide. The advertising strategies being deployed in the current market to persuade the customers to buy their product, and how far they have been successful in doing so, has been explained here in detail.…

    • 4663 Words
    • 19 Pages
    Powerful Essays
  • Powerful Essays

    Fadsf

    • 13819 Words
    • 56 Pages

    Why Brands fail? Thursday, November 02, 2006 A long, long time ago in a galaxy far away, products were responsible for the fate of a company…

    • 13819 Words
    • 56 Pages
    Powerful Essays
  • Good Essays

    Business

    • 19158 Words
    • 77 Pages

    Professor of Business and Marketing at the Mendoza College of Business at the University of…

    • 19158 Words
    • 77 Pages
    Good Essays
  • Powerful Essays

    Shapiro, S., MacInnis, D.J., & Heckler, S.E. (1997) The effects of Incidental Ad Exposure on…

    • 8036 Words
    • 33 Pages
    Powerful Essays
  • Powerful Essays

    Business Venture

    • 2804 Words
    • 9 Pages

    References: Cho, K. A. (2010 Advertisements: The pros and cons. Retrieved November 30, 2011, from…

    • 2804 Words
    • 9 Pages
    Powerful Essays
  • Good Essays

    Drink Me

    • 836 Words
    • 4 Pages

    Greer, Kurt. "The Psychology of Colors in Advertising and Marketing." N.p., 2012. Web. 26 Apr. 2012.…

    • 836 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Recall and Persuasion

    • 7778 Words
    • 32 Pages

    Winners (February). Marra, James L. (1990), Advertising Creativity, Englewood Cliffs, Singh, Surendra N., Denise Linville, and Ajay Sukhdial (1995), NJ: Prentice Hall. "Enhancing the Efficacy of Split Thirty-Second Television Mitchell, Andrew (1987), "Theoretical and Methodological IsCommercials: An Encoding Variability Application,"_/o«ysues in Developing an Individual Level Model of Advertisnal of Advertising, 24(3), 13-24. ing Effects," in Advertising and Consumer Behavior, K. Sentis Stewart, David W. (1989), "Measures, Methods and Models in and Jerry C. Olson, eds.. New York: Praeger. Advertising 'Research," Joumal of Advertising Research, 29 Moriarty, Sandra E. (1996), "Effectiveness, Objectives, and the (3), 54-59. EFFIE Awards," Joumal of Advertising Research, 5 (4), 54-64. , and David H. Furse (1986), Effective TV Advertising: A Muehling, Darrel D., Jeffrey J. Stoltman, and Sanford Grossbart Study of 1,000 Commercials, Lexington, MA: Lexington. (1990), "The Impact of Comparative Advertising on LevStewart, Shapiro, and H. Shanker Krishnan (2001), "Memoryels of Message Involvement," Joumal of Advertising, 19 (4), Based Measures for Assessing Advertising Effects: A Com41-50. parison of Explicit and Implicit Memory Effects," Joumal Mulligan, Neil W. (1998), "The Role of Attention During Enof Advertising, 30(3), 1-13. coding in Implicit and Explicit Memory," Joumal of ExperiStone, Gerald, Donna Besser, and Loran E. Lewis (2000), "Recall, mental Psychology: Learning, Memory, and Cognition, 24 (1), Liking, and Creativity in TV Commercials: A New Approach," 27-47. Joumal of Advertising Research, 40 (3), 7-18. Olsen, G. Douglas (1995), "Creating the Contrast: The InfluTill, Brian D., and Michael Busier (2000), "The Match-Up Hyence of Silence and Background Music on Recall and Atpothesis: Physical Attraction, Expertise, and the Role of tribute Importance," Joumal of Advertising, 24 (Winter), Fit on Brand Attitude, Purchase Intent, and Brand Beliefs," 29-44. Joumal of Advertising, 29(3), 1-13. Padilla-Walker, Laura Marie, and Debra Ann Poole (2002), , and Randi Lynn Priluck (2000), "Stimulus Generaliza-…

    • 7778 Words
    • 32 Pages
    Powerful Essays
  • Powerful Essays

    • Holt D.B., Quelch J.A., Taylor E.L., How Global Brands Compete, Harvard Business Review, September 2004: 68 – 75 • Jay R. Heineken holds agency meetings over $40m global ad business. Marketing Week (01419285). July 24, 2008;31(30):2. • Kotler P., Keller K.L., Brady M., Goodman M., Hansen T., (ed.), Marketing Management, Pearson Education Limited, 2009. • Mikhailitchenko A, Javalgi R, Mikhailitchenko G, Laroche M. Cross-cultural advertising communication: Visual imagery, brand familiarity, and brand recall. Journal of Business Research. October 2009;62(10):931-93 • NEW CAMPAIGNS THE WORLD. Campaign (UK). January 30, 2009;(4):31 • Polonsky M, Colin J. Global branding and strategic CSR: an overview of three types of complexity. International Marketing Review. June 2009;26(3):327-347. • TOP BEER MARKETERS. Advertising Age. December 28, 2009;80(43):13. • Webster F E, The changing Role of Marketing in the Corporation, Journal of Marketing, Vol.56 October 1992: 1 – 17…

    • 4594 Words
    • 13 Pages
    Powerful Essays
  • Good Essays

    3M heavily based its business on innovation and while doing this it always supported its employees in terms of being innovative. 3M also always followed the alternative ways in order to increase their profit and market share, and they found that one of the best ways is through organizational innovation. Therefore, in order to improve their business 3M developed 6 different strategies over its history. These strategies helped 3M to promote entrepreneurship and increase customer satisfaction within the market.…

    • 1014 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Advertising

    • 1813 Words
    • 8 Pages

    It is useful to distinguish two forms of attention capture, baseline and incremental, as in theories of visual attention in search tasks (Bundesen 1990; Folk, Remington, and Johnston 1992; Logan 1996). Baseline attention is the attention devoted to an ad element, independent of its surface size and other factors, and is at least partially caused by the visual pop-out of the element (bradruggles.com. n.d.). The higher the baseline attention, the higher is the information-mode priority of consumers for that specific ad element (bradruggles.com. n.d.). Thus, if consumers in general paid more attention to the pictorial than to the text, independent of the size of these two advertisement elements, the baseline attention of the former would be higher (bradruggles.com. n.d.).…

    • 1813 Words
    • 8 Pages
    Good Essays

Related Topics