Glidden Plans Book

Table of ContentsMeet the Team

2Situation Analysis

History3Major Competitors 3Competitor Void Chart 4Channels of Distribution 5Revenues6

ResearchQuantitative Research 9

Qualitative Research 14Store Visits18

Target AudiencePrimary Target19Primary Consumer Profile 20Secondary Target21Secondary Consumer Profile 22

Problems 23

Insights Opportunities 24The BIG Idea

25IMC

26Media/Creative

Promotions27TV Spot30Creative31Promotions32

Budget33

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Scott CampbellClass of 2013

Sean DuckettClass of 2013

Stephanie GriffinClass of 2014

Mariel KaufmanClass of 2013

Kirsten ThiemanClass of 2014

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Situation Analysis1875: F.H. Glidden, Levi Brackett, and Thomas Bolles founded Glidden in Cleveland.1940’s: Glidden had developed a full line of soy-protein and water-based paints.1948: Glidden came out with the first ever water-borne latex paint, called Spred Satin. 1950: Paint sales drove to over $188 million.1960’s: Glidden International CA distributed to 25 countries around the world.1990’s: Glidden introduced environmentally safe paints with no petroleum- based solvents or compounds.2008: AkzoNobel acquired Glidden.

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This void chart displays product type and benefits among Glidden and its top competitors.

• Big Box Stores

• In-House/Specialized Stores

• Walmart

Channels of Distribution

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2009 Revenues

3 Billion

6.5 Billion

10 Billion

695 Million 13 Billion

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Legend:

2010 Revenues

3.2 Billion

7.8 Billion1 Billion

17.9 Billion

14.9 Billion

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Legend:

13.6 Billion

2011 Revenues

7.5 Billion

3.3 Billion 1 Billion17.25 Billion

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Legend:

Quantitative ResearchMall Intercepts:• Survey was handed out to 231 people.• 147 female responses. • 87 male responses.

Yes No Maybe

126

78

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Do you consider yourself a DIYer?

Yes No

60

111

Are you aware that Walmart sells Glidden paints?

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Qualtrics Survey• 11 questions• 114 surveyed• Age group varied

Very Often3%

Occasionally57%

Never40%

How often do you paint?

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Home Depot35%

Walmart16%

Lowes20%

Sherwin Williams8%

Benjamin Moore6%

Other14%

From which of these stores would you buy paint?

DIYer80%

Interior Design

9%

Contractor3%

Painter8%

You consider yourself a ________.

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Sherwin Williams25%

Behr38%

Benamin Moore14%

Glidden7%

Valspar15%

Which paint brand are you most familiar with?

Very Often8%

Occasionally66%

Never26%

How often do you feel the need to redecorate your home?

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Very Often34%

Occasionally48%

Never18%

How often do you shop at Walmart?

Magazines/News-papers

14%Home Improvement

Television14%

Online45%

Other27%

Where do you find inspiration for your house projects?

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Qualitative ResearchFocus Group Agenda: Detailed facilitator agenda:Time: 1 hour 30 minSet up: surveys, sign in sheet, refreshments, snacks

Introductiona) Half a Dozen team introductionb) Welcome and the members of the group all introduce themselves with their name and graduation date.c) Meeting purpose and overviewd) Discussion questionse) Activityf) Close

Main Points:This is a class project about paint.The purpose of the meeting is to get an in-depth understanding of people’s knowledge on paint and paint brands.We really appreciate you guys taking the time to participate in this focus group! Remember, all your ideas and opinions matter! Don’t be afraid to speak up!

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Focus Group Survey:What is your sex?What is your age?How often do you paint?When was the last time you took on a paint project?What other words come to mind when you think of painting?Would you consider yourself a DIYer?How does visiting Walmart make you feel? Do you enjoy it?How often do you shop at Walmart?Would you buy paint from Walmart?

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Discussion Questions:How often do you paint?What would make you even more inclined to take on a paint project?How does painting a room make you feel? Why?What words come to mind when you think of painting?Where do you look for inspiration when it comes to DIY paint projects? Why?What is most important to you when doing DIY home improvement projects?During which season do you prefer painting? Why?Where do you shop for paint? Why?What impacts you most when deciding on the location of your paint purchase? How do you feel about the quality of products at Walmart? Explain.Would you choose Walmart over its competitors, like Target and Kmart, to shop at?What paint brands would you most likely use for a DIY paint project? (Name all that apply)What makes a good paint? What is most important to you when selecting paint?Are you familiar with the Glidden paint brand?For those of you that said yes, what do you know about the Glidden paint brand?

Focus Group Results & Important Quotes12 participantsTime: 7:00 pmDate: Wednesday November 7, 2012Length: 1:30 What would make you even more inclined to take on a paint project?• Lower prices• More time• Less tedious process or more experience with painting Where do you look for inspiration when it comes to DIY paint projects? Why?• Pinterest/Social Media• Music• Magazines

Where do you shop for paint? Why?• Home Depot • Lowes• Quality of products and professional service

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“Pinterest, honestly I get all my DIY projects

off of Pinterest.”

“They generally have lower quality products

because their prices obviously reflect their

quality.”

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How does painting a room make you feel?

Which words come to mind when you think of painting?

How do you feel about the

quality of products at Walmart?

Store Visits

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Our team completed multiple visits to Walmart stores in Radford, Dublin, Christiansburg, and Virginia Beach.

Two recurring problems we saw were inconsistency in facings and lack of experienced Walmart associates.

Primary Target Audience

Demographics• 20-35 year old females living as roommates or alone• Single, childless• Lower income jobs, sometimes students• Home renters

Psychographics• Creative and crafty• Fashionable• Enjoys spontaneous change• “Do it yourself” state of mind

Geographics• Living near one or more Walmart stores• Living in urban areas• Living in lower-income housing areas

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Primary Consumer ProfileIt’s mid-June and three fashionable young women Michelle 20, Whitney 19, and Casey 18 just moved into their first apartment together. The girls are looking for a fun, cost-friendly way to spruce up their bland place before the school year starts. The roommates enjoy all sorts of crafts and DIY projects, and they love the idea of customizing their living space. They are most concerned with the cohesiveness of the final project and whether or not their friends will think it is trendy. When flipping through her recent Glamour magazine online, Michelle noticed a Glidden coupon and print advertisement and couldn’t resist the urge to match their apartment to the hottest color trends from the runway. The roommates have agreed that painting one accent wall to brighten up the room will satisfy their itch for change, and that they can finish the project easily with Glidden’s no-mess paint. Looking for the cheapest paint for the best quality, the girls decide to make their purchase at Walmart, knowing they will get a great deal.

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Secondary Target Audience

Demographics• 24-38 year-old couples• Usually with children• Lower income jobs• Renters and homeowners

Psychographics• Family oriented• Crafty and thrifty• Social media savvy

Geographics• Living near one or more Walmart stores• Living in bigger cities

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Secondary Consumer ProfileThe quickly growing Nelson family composed of Eric 28, Lisa 25, Jake 6, and Michelle 4 is renting an apartment in urban New York City. The family embraces their fast-paced life, but also cherishes their down time at home with each other when they can get it- which is mostly around the holidays. Their family living space is somewhat small, yet important because both parents work full schedules and the kids are often left at home with a babysitter. Being an innovative family, the Nelsons love to find tips on saving money and refurbishing old items from DIY tutorials that Mrs. Nelson finds on Pinterest and Facebook. As long as the new product looks modern and new, the Nelson’s aren’t concerned with the item’s true age. They also enjoy doing projects and crafts together when they find the time. The family is fond of picking up old furniture for cheap and repainting it to accent the colors in their home. The Nelsons also spend quality time together during their weekly shopping trips to Walmart. This is where the Nelsons pick up most of their groceries, cleaning supplies, and craft supplies because it is the most convenient and cost-efficient for the growing family.

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Problems• DIYers are less inclined to take on paint projects because they think they are

expensive, tedious, and time consuming. DIYers are also less inclined to take on paint projects because they don’t feel they have enough experience with the painting process.

• DIYers associate painting with words like messy, smelly, overwhelming, and stressful.

• DIYers shop for paint at specialty stores like Home Depot and Lowes. Home Depot and Lowes are known for their high-quality products and professional service.

• DIYers would prefer to receive home décor/renovation advice from a Home Depot or Lowes associate over a Walmart associate.

• Walmart is linked with words like cheap, broke, poor, amateurs, and low quality.

• There is a large inconsistency in paint facings and store displays within Walmart.

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Insights & Opportunities• Position Glidden as a lower priced paint with faster dry time. Social media and

paint workshops will help familiarize people with the process of painting. Highlighting seasonality will lead to an increase in the frequency of painting, creating more experience for Glidden customers.

• Painting can be enjoyable with Glidden’s no mess and stress free paint. Position Glidden as creative and fun.

• Social media, especially websites like Pinterest will help to inspire people to get creative, and become active DIYers.

• Walmart associates need to have compelling and professional sales strategies when dealing with Glidden paint. Educating the employees about the high quality of Glidden paint will help them relay that information to the consumer.

• Persuade consumers that there is not a direct correlation between the quality of Walmart’s products and their prices. Low prices don’t always mean low quality.

• Create visually stimulating in-store displays that are consistent among all Walmarts.

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The BIG Idea

“Glidden, the change you need.”Our campaign will be driven primarily behind the ideas of seasonality and change. The painting season goes from May to October, and our strategic efforts are planned accordingly. Below are some screenshots from our creative.

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IMCSocial Media• Social media will be an extremely useful tool in repositioning Glidden as the “DIYer” paint.

Glidden will have an account on YouTube, where users can watch “how-to” videos and share them with friends. Glidden will also be on Pinterest and Instagram posting small DIY paint project inspiration ideas and encouraging users to post their own project pictures. Videos from YouTube and pins from Pinterest will be shared on Glidden’s Facebook and Twitter pages.

Event Marketing• Paint workshops will be held at Walmart locations on select weekends. The workshops will

include a Glidden professional who will be present to lead the workshop and premiums to give to the participants. After completing the workshop, the consumer should feel relieved of any worries associated with painting and be inspired to start their next project.

Direct Marketing• Direct mail will be sent to those who request it online or through a Glidden workshop. It

will include a coupon for 20% off the next paint purchase.

Guerilla Marketing• Glidden “paint footprints” will be planted all around New York City in different colors. The

footprints will follow an elaborate route to a center point, where the new Glidden logo will be painted on the sidewalk as a big reveal.

Cause Marketing• Glidden will hold a contest to see which school can get the most “likes” on

Facebook and donate $5000 to the school that wins.

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Promotions

• Glidden will partner with HGTV to show viewers how to easily transform their home décor to match the upcoming season’s hot colors.

• Create and sell 4’x4’ color swatches, if customers bring them back they will receive $5 off their next gallon purchase.

• Promote paint at Walmart by having hand/feet prints on the floor and paint drips lining the paint aisles.

• Glidden will come up with 4 sets of 4 contrasting seasonal paints each year and incorporate fashion designer names in the paint name.

• Create a “Glidden Beginners DIY Kit.” It will include tarps, brushes, painters tape, paint trays, access to an online manual, and all of the DIY tutorials videos.

• Receive in- store coupons just from texting the number on the Glidden display. For customers with smart phones, there will be a QR code on the display that will allow the customer to receive DIY tutorials, recommended items for their project, and examples of accent colors.

• Glidden will have a “You’re Invited!” paint party invitations display next to the painting accessories.

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• Glidden digital punch card: Scan the code on your Walmart receipt to register your paint purchase with Glidden so you can receive your 10th can for free.

• Follow Glidden on Pinterest and Instagram and submit pictures to the “Best of Glidden DIYS” sweepstakes for a chance to win prize packages.

• Buy three cans of Glidden paint and get magnetic brushes with your purchase.

• Create a Glidden account on all social media websites. They should be interactive with consumers and have podcasts and “how-to” videos linked to the site.

• Glidden Mobile van and team that travels to different Walmart locations daily helping customers and staff.

• Team up with Mercedes-Benz Fashion week to create the venues and have free advertisement through sponsorship.

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Big PromotionThe Change You Need, Glidden & Mercedes-Benz Fashion Week SweepstakesCreate a month long contest on Pinterest and allow Glidden consumers to post before and after pictures of DIY projects they’ve done this season. Consumers will pin their favorite pictures to Glidden boards and the picture that gets re-pinned the most will win a trip for two to the New York City Mercedes Benz Fashion Week with all expenses paid.

Why team up with fashion week?• It will strengthen the association between fashion

and the seasons- both are timeless.• Fashion and seasons are always changing, making

Glidden’s new brand positioning current, always.• Glidden will be responsible for all of the interior

and exterior setup for each of the venues, with their logo displayed on tents and programs.

• Our primary target, female DIYers, are very concerned with fashion. Teaming up with fashion week will help Glidden reach its target while also creating a common interest between the brand and its heavy users.

• Fashion week reaches women of all ages, making Glidden a more recognizable brand.

• There is a direct correlation between a woman’s fashion sense and the décor of her home.

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TV Spots

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Below is a still from a TV spot highlighting Glidden’s new seasonality campaign, showing how many different color combinations the consumer has to chose from.

The still below is from a TV spot that we created as a teaser for what is to come in the campaign that Glidden is launching with Mercedes-Benz Fashion Week.

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Creative

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New Can Design

New Logo

Print Advertisement

Outdoor Billboard

QR Code!

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Mobile Glidden Van

Hand and Feet Prints Lining Walmart Aisles

Glidden Invitation Display

Promotions

Budget

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The Change You Need,

Glidden