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
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