What do you think of when you hear of Behr?

We are all familiar with their slogan…

Good. Better. Behr.

Glidden. Drawing a blank here… I don’t know much.

Glidden Gets You Going

Ok, their slogan rings a bell now.

The paint market is divided into 2 segments: professional brands of paint and the do-it-yourself brands of paint.

Professionals, such as architects, contractors and designers are acquainted with and use Benjamin Moore, Sherwin Williams and Farrow and Ball which is part of the emerging designer brand of paint for interior designers. Do-It-Yourselfers are those who aren’t in the industry and are the non-professionals who are handy enough to paint our own home, ranging from unskilled to very skilled.

DIYers comprise about 45% of all paint sales, Professionals/Contractors/Designers comprise the other 55%. The recovery of housing market created an increased demand for paint.

Professional Do-It-Yourself

Paint Properties - Longevity, Durability

- Coverage

- Easy Application

- Environmentally Friendly

Glidden (1875)Innovators in Paint: - First water-borne interior latex paint (1940)- First environmentally friendly low odor / VOC-

free paint (1990)- First to invent ceiling paint that goes on pink

and dries whiteBehr, founded in 1947, is a relatively new company

GliddenHome Depot: Premium Collection, Trim/Door/Furniture

Walmart: High Endurance Collection, Stain Blocking, Grab-n-Go, Garage, Porch Floor

Other Independent Retailers: Spred Collection

BehrHome Depot

Products and Locations

Behr is sold exclusively at Home Depot and has strong wayfinding, whereas Glidden’s products are more dispersed.

GLIDDEN AT WALMART

GLIDDEN AT HOME DEPOT

BEHR AT HOME DEPOT

PAINT CAN DESIGN AND LABELLING CONTRAST

GliddenOfficial sponsor of HGTV Dream Home 2016 Glidden’s Colortopia Exhibit at Innoventions Pavilion at EpcotMy Colortopia App Logo: Red Circle Commercial: “So Easy, Everyone Can Paint”, HGTV Commercial $50 paint that you

paid $25 for

BehrBear, Recognizable CansUse their logo to their advantage in ads Strong slogan, easy to remember

Marketing

Glidden is making strides to improve their brand image.

Analysis & Recommendations

Key Issues Recommendations

Lack of advertising and marketing is devaluating their brand perception and their efforts aren’t targeted to attract a wide customer base.

Increase marketing and advertising efforts, boast image with trendy colors and shift commercial airtime away from HGTV to basic TV networks.

Design and unrecognizable brand and logo. Need to be more specific with their product descriptions and labels.

Low price point hurting their brand. Create a reputation for a durable, strong quality paint brand.

Analysis & Recommendations

Key Issues Recommendations

Poor brand perception is associated with their connection with WalMart.

Need to work together to improve Walmart’s image as a source for home improvement and renovation, not just accessories and décor.

Different lines of products sold in different stores. Continue with current sales outlets, but have all lines available at WalMart.