Sharpie

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Sharpie
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2001 Sharpie Marketing Plan

• Strategy
• Continue to trade consumers up to premium
  products
• Continue to focus Liquid and Twin in our
  advertising
• Attract new users to the Sharpie Brand
• Build a strong and unique brand position
• Support with print and TV advertising
• Revitalise the Sharpie brand with new packaging
• Continue to focus on our new premium products
  Liquid and Twin

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2001 Sharpie Marketing Plan

• Strategy
• Build usage occasions and usage frequency
• New products for new uses
• Promote Sharpie ultra extra fine for writing
• Create POPs to explain different uses
• Expand channels of distribution
• Build brand awareness
• Leverage our sponsorships to the max

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Marketing Support PR
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Golf Sponsorship - Sharpie Golfers
Gary Player Arnold
Palmer
Hunter Haas Sherri David Toms
Rocco Mediate
Steinhauer
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Live Concerts

• Build Brand awareness
• Direct Sampling

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Sponsorship - Mark Wills
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Celebrity Endorsement
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Liquid Marketing Support
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The Fastest Sport in the Nation is sponsored by...
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Watch the best drivers in the Nation take it
to the limit
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NASCAR IS AMERICAS SPORT.

• The Most Attended Sport in the Nation
• The Fastest Growing Televised Sport
• Better TV ratings than regular-season games for
  every sport except the NFL

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August 25th, 7pm at Bristol, TN
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2001 New Products
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Sharpie New Colors
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Sharpie New Colors

• Additional brighter fine point colors
• 4 pen new color set to complement current packs
• Ultimate Sharpie Pack - 12 pens which are all
  different colors
• Launch Q3 2001

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Sharpie New Colors
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Sharpie Chisel Tip
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Why Sharpie Chisel Tip?
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Brand Personalities
Sharpie
Marks-a-lot
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Sharpie Chisel Tip

• The same Sharpie you know...
• Grey barrel / black cap and ferrule
• Same Sharpie Ink Quality Durable Tip
• but also different
• Unique permanent marker shape to help orientation

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Sharpie Chisel Tip
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Sharpie Chisel Tip

• Communication hierarchy
• Sharpie
• Chisel Tip
• Chisel tip graphic
• Trade up consumers 1.09/1.39
  1.59
• Launch Q4 2001

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Sharpie Summary

• Sharpie will eat Averys lunch
• NOT by price cutting
• BUT by selling better products
• at a premium price
• growing customers sales
• To quote a superstore buyer
• With this product we will help you to take out
  Averys
• products
• Unrivaled marketing support will pull sales
  through...

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Sharpie Summary

• For whom do the bells toll?
• The bells toll for thee

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ACCENT
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2001 Accent Summary

• Focus on our highlighter business
• Dedicated manager
• Position Accent as fun for college
• New Products
• Support premium products

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