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Insights Analysis of Glidden
- 2. What do you think of when you hear of Behr?
- 3. We are all familiar with their slogan…
- 6. Glidden. Drawing a blank here… I don’t know much.
- 7. Glidden Gets You Going Ok, their slogan rings a bell now.
- 8. 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.
- 10. Paint Properties - Longevity, Durability - Coverage - Easy Application - Environmentally Friendly
- 11. 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 white Behr, founded in 1947, is a relatively new company
- 12. Glidden Home Depot: Premium Collection, Trim/Door/Furniture Walmart: High Endurance Collection, Stain Blocking, Grab-n-Go, Garage, Porch Floor Other Independent Retailers: Spred Collection Behr Home Depot Products and Locations Behr is sold exclusively at Home Depot and has strong wayfinding, whereas Glidden’s products are more dispersed.
- 17. Glidden Official sponsor of HGTV Dream Home 2016 Glidden’s Colortopia Exhibit at Innoventions Pavilion at Epcot My Colortopia App Logo: Red Circle Commercial: “So Easy, Everyone Can Paint”, HGTV Commercial $50 paint that you paid $25 for Behr Bear, Recognizable Cans Use their logo to their advantage in ads Strong slogan, easy to remember Marketing Glidden is making strides to improve their brand image.
- 18. 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.
- 19. 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.
Editor's Notes
- I. Issue – Lack of advertising and marketing is devaluating their brand perception. Glidden’s products are innovative, but many do not know of them. I’m sure if more people knew of their pink ceiling paint, their sales would soar. The company also has an issue with targeting. I. Recommendation – Increase advertising efforts to show that they are a modern brand and not outdated, because they are an old brand. Due to commercials, more people buy/know of Behr, which created the image of Behr being this new and modern brand, making Glidden antiquated. In their commercials, Glidden should boast their image that they are up to date with trendy colors because from the insights, people appreciate Glidden’s color pallet. Highly recommend commercials and advertising for their ceiling paint, for example something like “Glidden gets you covered”. They haven’t had any recent commercials and need more airtime. Most of their commercials are aired on HGTV, which is a premium TV channel. Most Americans have basic TV and do not watch premium channels. They would improve and attract a wider consumer base if they branch out to other, more mainstream networks, such as CBS and ABC. Glidden’s Colortopia exhibit in Epcot: Epcot is expensive and only a few people go there with their children. Through this exhibit, they are not reaching a huge customer base and this exhibit is expensive to initiate and upkeep. By cost benefit analysis, this marketing technique is not paying off. They would be spending their money more efficiently by concentrating on ads that target the middle income do it yourself market. II. Issue – Forgettable Brand and Logo. The red circle is synonymous with many brands. The Behr brand is very strong and recognizable. Glidden’s unrecognizable logo and poor paint can design is hurting them. For the do-it-yourself market, these cans need to be well labeled to be easily read. II. Recommendation – Need to be more specific with their product descriptions and labels, to make it more clear to the consumer who is not a professional in the field. Glidden did a better job labeling the ceiling paint can and should do this for other lines. III. Issue – Low Price Point – hurts them. They portray themselves as the affordable brand, however this associated Glidden as the cheap brand that has a high chipping risk and as a paint that is poor quality and not durable or long lasting. Glidden probably advertises less to keep their prices low so that consumers do not have to absorb this cost. III. Recommendation – Need to create a reputation for good, strong quality. Glidden should capitalize on their connection with non-painters and affordability, but has to caution the fine line between affordability and a poor quality that’s aligned with the more affordable market. IV. Issue – Glidden’s brand perception is also associated with their product being sold at WalMart. With the low price point, they are associating themselves with affordability. However in perception, their paint quality is questioned for being cheap. WalMart is more focused on simpler home improvement/décor/accessories products, which also poses an issue for Glidden’s sales. IV. Recommendation – Need to build WalMart’s brand image, so that more people know that they can purchase paint at WalMart and so that they can view Walmart as a source for home improvement/remodeling products, because people default to go to Lowe’s and Home Depot. WalMart should also make their paint and hardware sign more visible. Glidden needs a one-stop shop where they can sell all of their lines and should use WalMart as a platform for this. However, they cannot concentrate their sales at WalMart or else they would be missing out a huge consumer base at Home Depot. Home Depot is a good outlet for Glidden, however the store cannot promote and sponsor both retailers through commercials consistently, although in the “Let’s Paint Commercial”, Home Depot is advertised as the #1 place to buy paint, with Behr making an appearance in the commercial and Glidden is mentioned very quickly in the end, that it is on sale, aligning itself with affordability.