Competitive Advertising Review Emma Howie July 28, 2011

Objectives & Methodology Search for competitive advertising activity in through a variety of local magazines.Search for competitive advertising activity in through a variety of local magazines. Discover the basis of what our competitors are doing in regards to magazine advertisements, creatively.Discover the basis of what our competitors are doing in regards to magazine advertisements, creatively. Observe in what ways we are strong and how we can adjust our creative campaign in order to produce more traffic and sales.Observe in what ways we are strong and how we can adjust our creative campaign in order to produce more traffic and sales. Competitive set includes:Competitive set includes:

Highlights All showrooms except for Ferguson put a higher focus on products and fixtures opposed to a “face” to the brand and customer service.All showrooms except for Ferguson put a higher focus on products and fixtures opposed to a “face” to the brand and customer service. All showrooms creatively show quality brands in their advertisements.All showrooms creatively show quality brands in their advertisements. All showrooms have multiple different magazine advertisements and show different types and styles of bathroomsAll showrooms have multiple different magazine advertisements and show different types and styles of bathrooms

Designer Bath owned by Salem plumbing supply Showroom Location(s) 1 location, Beverly, MA Positioning Modern and new, a more luxurious, unique and sophisticated brand and showroom Support messages  Top brands  Expertise/65 years of experience  Award/recognition symbols to establish expertise and credibility (Best of Boston, Best of Northshore) Tagline ---- Tone Rejuvenating Look and Feel Luxurious, high-end, stylish Target Upper, middleclass, gender-neutral Offer $100 off every $1000 you spend (Spring 2010) Call to action Address/contact information Co-branding Each ad features the logo of one manufacturer (Duravit, Robern, American Standard, Toto, Stone Forest) Of Note  Headlines are not used; showroom name is lead-in to print ad  Ads showcase a range of full bathroom photography; different styles featured in each ad to appeal to wide range of tastes  Photography assumed to be stock; vendor provided?  Connects showroom brand to wholesale brand with “and Salem Plumbing Supply” under brand name

^ Awaken Your Imagination Experience Our Showroom < Special Deals: For every $1000 spent, get $100 off -Celebrating 65 Years -The Best of Northshore -Best of Boston Home 2009

Kitchen & bath gallery owned by supply new England Showroom Location(s) 9 locations, Southern MA, RI, Guilford, CT Positioning New England’s choice showroom Support messages  Top brands  Inclusive of all needs: Kitchen & Bath Cabinetry, Faucets, Fixtures, Tile* and Accessories  Opportunity to create one’s vision Tagline Picture Perfect. Tone Classic and Comfortable Look and Feel Tasteful, bright, homey, reasonably affordable Target Middleclass homeowners, more feminine Offer N/A Call to action features addresses of gallery near you dependent upon subscription Co-branding Appeared on each ad. Kohler and Bertch Of Note  Connects showroom brand to wholesale brand with “Supply New England’s” above brand name  Mostly white fixtures  Gallery features cabinetry  Trying to put off a comfortable and relaxing aspect to the bathroom, shows ½ of room

< Visit our gallery to view stunning displays and home environments to help you envision your own “Picture Perfect” kitchen or bath Nothing speaks elegance and invites sheer relaxation better than a bathroom by Kohler ^ Highlights key brands and expands off of bolded phrase

Waterspot Showrooms owned by ardente Showroom Location(s) Providence, Woonsocket, Westerly (RI) and Natick (MA) Positioning All inclusive, chic one-stop showroom, Support messages  All inclusive, they have everything one would need  Exclusive collections and fixtures  Faucets, fixtures, lighting, decorative hardware, heating solutions Tagline Tone Innovative, highest technology Look and Feel Modern, unique, clean, sleek Target Upper middle class, gender neutral Offer N/A Call to action , State & Street of locations, Co-branding Uses notable brands in each advertisement (TOTO, Axor, Hansgrohe, Elkay, American Standard) Of Note  Connects showroom brand to wholesale brand with “Ardente Supply Company” above brand name  Shows many pictures/fixtures  Does not show full room  Totology- reference to green movement

^ 4 Locations and contact information Unique choices. Beautifully served <Your home is more than faucets and fixtures Exclusive collections >

Ferguson bath, kitchen & lighting gallery Showroom Location(s) Across USA Positioning Established in the field, reputable, “we know best” -highlight the showroom consultant as the key point of difference for our Ferguson Bath, Kitchen & Lighting Brand Support messages  Dreams ‘Let us orchestrate your dream’ or ‘Delivering your dream’ Tagline Tone Versatile, professional, creative/innovative advertising Look and Feel Varies depending upon add. They present themselves as a notable company, elite, customer service based Target Caters more to women, middle-upper class Offer N/A Call to action Designed specifically to location, single or multiple locations, address, and # for showroom. Co-branding Uses key brands in almost all advertisements. Primarily KOHLER, some Brizo Of Note  Almost always a woman in the picture  Variety of different ads, looks like several different campaigns, NEW- with “Kate” their spokesperson  Some with a more sleek look, one female and more sophisticated look (for one location)  Many show several different fixtures

You’ll find the largest range of quality brands, a symphony of ideas, and a trained consultant to help orchestrate your dream Please visit our showroom for personalized professional service ^ < Delivering Your Dream

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