Insights Analysis of Glidden
-
Upload
adrija-vaiciulionis -
Category
Business
-
view
52 -
download
0
Transcript of Insights Analysis of Glidden
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.