JCB Decorating
JCB Introduction
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
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.
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.
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%.
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?
Consumer Analysis
?
Consumer Portrait
SOUND BITE FROM
MARKET RESEARCH:
‘If I’m walloping a load of
paint on the wall I want a
big handle’
Been there, done it,
look at that paint
splattered t-shirt
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
JCB and DIY
• JCB synonymous with powerful tools and machinery
• Well targeted to the male DIYer who wants to get the job
done!
Brushes
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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
Roller
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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
Packaging & Merchandising
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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.
Demonstration Film
•
A QR code on packaging and FSDU will take consumers to film that demonstrates the product in
action…
JCB Trumps The Competition
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
before dip
after dip
20 sec drip time
drip off
applied
paint picked up
After Exhaustive painting
paint left on brush
Area Covered
Area Covered (cm2)
area covered (m2)
JCB
Standard No Loss Evo
230.9
112.3
106.5
263.4
126.8
127.1
260.8
124.5
125
2.6
2.3
2.1
20.7
7.2
10.9
32.5
14.5
20.6
240.1
117.3
114.1
9.2
5
7.6
106
48
61
530
240
305
0.53
0.24
0.305
120
100
80
60
Applied
Paint picked up
40
Area Covered
20
Area Covered
Paint picked up
Applied
0
Applied
Area covered (m2)
25
20
15
10
5
0
0.6
0.4
Applied
JCB
Standard
No Loss
Evo
Area covered
(m2)
0.2
0
JCB
Standard No Loss
Evo
JCB Decorating Website
For further information, visit:
www.jcbdecorating.com