The document discusses a summer intern project at Sherwin-Williams focusing on increasing their market share in the DIY segment. Research found that most DIY customers shop at big box stores due to Sherwin-Williams being perceived as too expensive or inconvenient. The intern recommends strategies like increasing sales promotions, improving marketing, partnering with influencers, holding DIY seminars, and promoting Sherwin-Williams services to attract more DIY customers and gain a 53% return on investment.

1. ROOM TO GROW: A
FOCUS ON DIY
Summer Intern Program at Sherwin-Williams

2. INTRODUCTION
• Name: Kristina Miller
• College: Southern Illinois University – Carbondale
• District: Tri-State (Evansville, IN)
• Project Title: Room to Grow: A Focus on DIY

3. THE ISSUE PRESENTED
• How do you increase market share over big box stores (i.e. Menards, Lowes, Home
Depot)?
• Examine: DIY v. Contractor Market Segments
• Bottom Line: Increased focus on overall DIY market
• Figure out who isn’t buying & why
• Increase sales
• Create market growth
• Focus on sundry promotion & sales

4. DIY SURVEY RESEARCH
• 41.93% under 35 years old
• 16.13% shop at S-W for paint products
• 74.19% at Big Box
• 67% never shopped at S-W
• Market suggestions:
• More sales and specials
• Price match/accept big box deals
• Improve marketing
 Recommend professionals to help DIY
Additional Issues at Hand
• Why they never shopped with S-W:
• 0% didn’t like our products
• 13.64% too expensive
• 36.36% never considered it an option
• 40.91% no location nearby
• 9.09% only come in for swatches & to look
• 12.5% inconvenient

5. ADDITIONAL RESEARCH
• Visited local competion
• S.I. Paint Supply
• Lowes
• Please see “Price Comparison Handouts”
• SURVEY SAYS:
• 25% think S-W is too expensive & not worth the extra money
• 3.23% shop at S-W for sundry items
• 64% at Big Box

6. REASONING AND CONSIDERATION
• Price, Cost, Product Value and Quality vary in importance to customers.
• Price & Value/Quality Relationship
• Brand Image
• My DIY Survey and our store’s Guest Satisfaction Surveys indicate:
• Price is a contributing factor to less sales frequency
• Addressing the inconvenience factor:
• S-W is a specialty store
• Get in their consideration set!

7. STRATEGIZE AND CONQUER
• Naturally, people are more inclined to visit during sales.
• Therefore: Increase the frequency of sales and boost marketing promotion efforts.
• More than ¾ of DIY buyers are women.
• Co-Branding & endorsements
• Pottery Barn
• HGTV
• Quarts
• Hold DIY seminars & community outreach to educate consumers
• Differentiate from the competition!
• Promote the S-W services and resources (like “Need a Pro?”).
• S-W Apps are highly rated on the Google Play Store.
• Have kiosks or iPads available in store to access these apps

8. RETURN ON INVESTMENT
• Greater profitability from DIY sales
• If 36.36% that never considered S-W did & purchased 2 gal. of SuperPaint with a
30% off sale:
• SuperPaint Store Cost: $24.17/gallon
• 36.36% x 31 people = 11 people never considered S-W
• 22 x $37.10/Gallon = $816.05
• $816.05 x approx. 3,500 stores ≈ $2,856,175
• 22 x 247.17 = $531.74
• $531.74 x approx. 3,500 stores ≈ $1,861,090
(Gains-cost) = ROI
Cost
($2,856,175 - $1,861,090) = 53.47% ROI
$1,861,090

9. TO CONCLUDE…
• Sherwin-Williams hold the majority of the commercial market segment.
• Big Box stores see the majority of DIY sales.
• Target DIY via:
• Quality economical products
• Continue and pursue endorsements & co-branding
• Increase # of percent-off sales
• Improve and increase marketing efforts
• Create new ways to differentiate from the competition.
• Ultimately, see a return on investment!