2. Challenge
1
Objec2ve
Increase
Buy
Rate
among
Bold
Impression
Makers
Marke2ng
Challenge
“I
don’t
have
a
use
for
anything
beyond
my
original
Sharpie.”
Strategy
Surprise
her
with
innova2ve
Delight
her
with
new
occasions
to
products
that
inspire
self-­‐ upli;
her
everyday
wri2ng
/
Disrupt
her
shopping
rou2ne.
expression
on
everyday
surfaces.
illustra2ng.

3. Challenge
2
Objec2ve
Increase
Chicago
revenue
from
$2M
to
$3M
Marke2ng
Challenge
A
highlighter
is
a
highlighter,
why
should
I
pay
more
for
a
Sharpie?
Strategy
Highlight
An2-­‐Smear
Surprise
through
Disrupt
Consumer’s
Difference
Industrial
Design
Refresh
Shopping
Rou2ne

5. E ra s a b l e
Pe n s
fo r
U r b a n
M o m s
STRATEGY:
“Leverage
Sharpie’s
brand
name,
performance,
and
a
unique
selling
feature
to
create
a
new
erasable
pen
usage
occasion
for
urban
mom’s
creaCve
projects.”

6. Correctable
Pens?

7. Imagina2ve
Mom
On-­‐the-­‐Go
Sharpie’s
Great
Posi2on
Create
an
Edge
in
a
Mature
Market
From
Erasable
to
Correctable

9. • Surveyed
+100
People
• Perceptual
Map
• Conjoint
Analysis

17. Current
Erasable
Pen
Usage
How
Moms
currently
use
ALL-­‐Types
of
Always
Pens
Occasionally
OTen
1%
5%
6%
Rarely
Never
29%
59%

27. ts

29. ts

31. Drive
to
Product
Facilitate
Direct
Trial
Drive
to
Social
Media