1. JCB Decorating

2. JCB Introduction

3. Who Are JCB?
JCB are the largest privately-owned manufacturer of construction equipment in the world. They have been constructing agricultural and construction equipment such as the world famous Back Hoe diggers since 1945.
JCB have a world renown reputation for quality and world class products.
JCB currently operates 22 plants on four continents, eleven in the UK, six in India and others in Brazil, the USA, China and Germany and employs more than 11,000 people worldwide. Selling 300 products in over 150 countries, with 2000 dealer depots supporting our products
JCB have a Multi £billion turnover and are still growing

4. JCB UK Facts
Clear UK & Ireland Construction market leader (over 30% market share)
JCB World HQ, Story of JCB Experience Centre and multiple factories based in the UK
90% Consumer Brand Awareness in the UK (Tns); JCB in the dictionary
Wide ranging and successful consumer products programme within kids, DIY and trade sectors
27 Queens Awards, a record for a UK company
JCB machines regularly feature on TV programmes from Top Gear to DIY SOS
Regular JCB Dancing Diggers and GT displays in UK
JCB machines support a number of high profile sports events incl Silverstone F1 GP and Cheltenham Festival.

5. JCB Merchandise
JCB’s businesses have always been driven by innovation, using only the most advanced technology, meticulous design, precision engineering and rigorous testing. JCB have a world renown reputation for quality and world class products.

6. JCB Merchandise
JCB work closely with all manufacturers of their licensed tools to ensure they are built to give the same world beating standards of performance. They ensure the products have same innovation to get the job done better, the same quality to never let you down, the same engineering heritage and expertise that you can trust 100%.

7. Who? What? Where? Why? Analysing The Market
Research was carried out to establish the demands of the decorating market. This gave us the ability to understand what to create and who would be our target customer. A breakdown of our target customers requirements is outlined on the next slide
Who?
What?
Where?
Why?

8. Consumer Analysis ?

9. Consumer Portrait Been there, done it,
look at that paint splattered t-shirt
SOUND BITE FROM MARKET RESEARCH:
‘If I’m walloping a load of paint on the wall I want a big handle’
Colin knows JCB, he’s known them a while, an established name, one he trusts
Not much Colin doesn’t
know about painting
Ladder at the ready,
right tools, proper job
Colin’s after quick results with no-nonsense products (your Ronseal version of paint brushes!)
He’s an experienced DIYer at home used to using power tools or decorating products

10. JCB and DIY JCB synonymous with powerful tools and machinery
Well targeted to the male DIYer who wants to get the job done!

11. Brushes Sturdy chunky brushes that really perform!
Filament selection enables great paint pick up and faster lay off
Handle is chunky in size and shape taking its styling from JCB hand tools
JCB Brushes provide up to 50% greater coverage than a standard brush*
Individual brush sizes available are 1 ½”, 2”, 2.5”, 3”for internal painting with emulsion paint. A two pack is available containing a 1.5” & 2.5” brush
Additionally a 4” brush is available for painting external rough surfaces with masonry paint and woodcare treatments
* See results data on final slide

12. Roller A sturdy chunky roller that will really perform!
50% greater coverage than a conventional roller
Fast application with 2.25” diameter sleeve
8mm hardened steel wire for strength and durability
Advanced micropoly fabric absorbs more paint than a standard woven polyester sleeve and applies it evenly to walls and ceilings
Extendable roller to enable reach of high walls and ceilings. Extends from 53cm to 71cm

13. Packaging & Merchandising
Individual brushes have eye-catching re-sealable cardboard packaging that can be opened by consumers so that they can see and touch the product and used post-purchase as a brush store.
All packaging features a QR code which links to a product demonstration film. Consumers can see the increased paint coverage and time saving benefits with their own eyes.
In-store, product will be presented in an eye-catching and highly branded FSDU.
FSDU designs are flexible and can feature brushes and/or rollers.

14. Demonstration Film
A QR code on packaging and FSDU will take consumers to film that demonstrates the product in action…

15. JCB Trumps The Competition
14.5
Paint Pick Up
32.5
Paint Pick Up
7.2
Applied
20.7
Applied
240
Area Covered
530
Area Covered

16. JCB Brush Testing Results
The test scientifically measures the amount of paint that the brush can hold when dipped down to a set level. This will display how much paint is available to be
Sample weight
JCB
Standard
No Loss Evo
before dip
230.9
112.3
106.5
after dip
263.4
126.8
127.1
20 sec drip time
260.8
124.5
125
drip off
2.6
2.3
2.1
applied
20.7
7.2
10.9
paint picked up
32.5
14.5
20.6
After Exhaustive painting
240.1
117.3
114.1
paint left on brush
9.2 5
7.6
Area Covered
106 48 61
Area Covered (cm2)
530
240
305
area covered (m2)
0.53
0.24
0.305

17. JCB Decorating Website
For further information, visit: