The Delta Faucet Company became a separate part of the original Masco Company and relocated. Over the next two decades, it expanded quickly to an entire line of products. Currently, Delta Faucet Company is a multinational firm with four primary locations: Indianapolis, Indiana; Jackson, Tennessee; London Ontario, Canada; and Panyu, China. It sells more than 1 million faucets per month. The overall Masco Company now sells door hardware and locks, cabinets, and glass products in addition to faucets. The Delta line includes two other names: Brizo and Peerless. Brizo is the high-end line of faucets, Delta is the flagship and primary brand, and Peerless is the lower-end line of items. The primary advertising challenges appear to exist in four main areas. First, company leaders must make sure that one brand does not cannibalize the others. The brands must remain as distinct products offered to separate sets of consumers.

Second, the brands must be viewed as the primary choices and must be remembered by consumers when the time comes to buy a plumbing fixture. Third, there cannot be brand confusion. Builders and plumbers must believe that the fixtures are distinct along several lines, including quality and durability, ease of installation, and strong warranties, but they must also be perceived as being fashionable. Fourth, innovation has become a new part of the plumbing fixture industry. A wide variety of options exist. Delta’s products must compete with all the new faucet variations and retain its position as one of the premier manufacturers. Complications occur due to differences in markets and customers. Many contractors and builders are simply looking for a low-cost option, especially when lower-end rental properties and similar units are being developed. Plumbers may be willing to install awide variety of products. They will consider the costs of a product but also wantsomething that will be easy to install and that will be durable. Individual consumers arethe most likely to be interested in other product qualities, such as novel features and thelook of the product.

Write a paper on the 4 questions.

1. What type of message strategy should Delta Faucet Company utilize? Should it be the same for all of the brands and in all of the markets (builders, plumbers, consumers)?

2. What type of advertising appeal makes the most sense for Delta Faucet Company advertising to individual consumers? To contractors, builders, and plumbers? How does the appeal you selected match the message strategy chosen in Question 1?

3. What types of executional framework should be used in traditional advertisements aimed at each of the target audiences: consumers, contractors, builders, and plumbers? Explain how it fits with the message strategies and appeals you have already selected.

4. Should the company use a spokesperson? If so, which one of the four types should be used? Justify your answers. Discuss how the individual you selected will possess the characteristics of spokespersons described in the chapter.

Source: www.deltafaucet.com