Creating awareness at
for Glidden Paint
Amber Medina - Mahe Guillerminet - Sarah Rzasa- Megan Fowler
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Inspiration
• Color – Vibrance & Energy (Moods)
• Logo inspired by the junction between
Wal-Mart & Glidden
• Our target market & their needs
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Target Definition
Jenna – age 25
The college grad, who has just moved into her
first apartment and want to unleash her
creative side and make it hers.
Tom and Sarah –
The new couple who just moved into
their new house and are expecting a
baby.
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Our shared attribute is
change…
• Consists of women in their 30s
• Want simple change
• Main target has enough change in her life and
Glidden is here to make the difference and help
her ease that change
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•
•
•
Newlywed
New mom
Graduate level diploma
Buying a home
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TESTIMONIALS
Jstaples - Virginia
Recommends this product? Yes
Age: 30-35
Gender: Female
Ownership:2 - 7 weeks
• Great Paint to get the job done fast!
• We bought 2 gallons of pink and a quart of purple (for trim) for our daughters
room and only needed 1 gallon and didn't even use a quarter of the
purple...that's 2 full coats on all 4 walls and all the trim. The room was done
so fast since we didn't have to prime and then paint and paint another coat! We
are already planning to use Glidden paint for our sons' room!
Low Brand awareness & old fashion
INTERNAL
Strengths:


P
O
S
I
T
I
V
E
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Low Prices
Simplified
color
center
Innovative
products
Opportunities:
 2010: exclusive
paint partner of
Wal-Mart
Weakness:
 Old Fashioned
 Competitive Field
 Poor quality
 Low Brand
Recognition
N
E
G
A
T
I
V
E
Threats:
 Competition
 Copied Color
tools and sections
EXTERNAL
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Brand Challenge
Brand
awareness
and a fresher
image
Thinking WalMart and not
Home Depot
Bringing
youth to the
Glidden brand
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Positioning Statement
• Because Glidden has known paint since 1875,
making it way more than a family of colors,
now it’s your ticket to innovation, quality and
creativity at an affordable rate.
• In short, Glidden makes the Difference!
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Organizing Ideas
Key Insight
Research tells us that
our consumers are
inexperienced, in
confident, and have
little to no knowledge
about Glidden Paint.
They’re on a budget
Our Message
Wal-Mart can make your
experience simple and
easy with hands on
employees and an
affordable product.
Big Idea
We will show people
commercials and Print
Ads on how
Glidden Make THE
Difference
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Key insight
• Our target are women in their 30’s
• Dealing with changes
• Glidden is a fresh creative brand that makes all
of the change easier
• Express who you’re becoming with Glidden
Reasons to believe
• Glidden makes then difference because
• Its 2 in 1
• Affordable prices
• Sold at Wal – Mart
• Known for it’s low price, high quality products
• It is the DIYer paint of choice
Cre8tiveDIYerJacksonville, FL
Recommends this product? Yes
Age:55 - 64
Gender:Female
Ownership:5 - 6 months
Usage:A few times per year
•
I Love the Glidden Brilliance Collection
• I am enamored with this paint collection for many reasons. First, as a professional decorative
artist who has embellished many a wall in my career, it is an amazing paint for the price. The
quality of the Brilliance Collection is comparable to higher priced paints at other stores.
• It is a 2-in-1, paint and primer product also. This cuts the prep and painting time almost in half…a
big plus for today’s busy homeowner. It comes in a wide variety of beautiful colors for those
looking to make their living spaces more appealing.
• The Brilliance Collection has both interior and exterior grades and is very durable. I painted some
furniture and my studio walls a few months ago with paints from this collection. They take a lot
of wear and, so far, it is exceeding expectations.
• Bottom line, Glidden has outdone themselves with this line. Partnering with Walmart to bring
this to you is a win-win for everyone. It is readily available and waiting for you to make a change
Hear it from a professional
before the holidays!
Store Layout
• Paint Footprints leading
up to the paint section
• One footprint will say
Glidden
• The next footprint will
have a colored Wal-Mart
logo
• Buy one can of Glidden
Paint get a free starter kit
• Includes Paint tray,
roller and a regular
paint brush, a wooden
stirrer and a roll of
cover tape
Brand Ambassador Program
• Training workshops
• Employee incentives
• Levels of Glidden employee titles (specific
positions within Wal – Mart)
Female – Age 30
“I've done a lot of painting and was ready to prime +
two coats until the salesperson told me about this
self-priming paint. I was repainting "country white"
over an ivory, so I admit that is about the easiest
paint job for coverage. But I loved the creamy
consistency, lack of spatter, almost no smell. I
followed the directions and did the second coat after
four hours.”
• MEDIA
Targeting our markets
• New commercial segments
• College grad
• One stop shopper and the everywhere shopper
• Print Ad
Glidden makes the difference
• Coupons
• Value Packages
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Glidden makes the
difference between…old
school and new school!
commercial skit
We’re having
that again for
dinner? Life is so
boring and
mundane!
Well I just don’t
know how to
make it more
exciting….
Woah! What
made the
difference?!
Honey, Glidden
always makes THE
difference!
Glidden makes the difference …Between a new apartment
and a home! (Print ad)
Direct Marketing
How we measure success?
Amount of Paint sold at
Wal-Mart and online
traffic
Traffic in the paint
section in comparison
to those buying
Increased brand
awareness through
positive feedback
Budget Allocation
Print Ads ($1,000,000)
Martha Stewart Living
Family Circle
Ladie’s Home Journal
In Style Magazine
Television ($5,000,000)
Do it Yourself
E! (Entertainment TV)
Food Network
HGTV (Home and Garden Television)
Lifetime
Oxygen
WE TV (Women’s Entertainment)
Research & Development ($500,000)
Direct Marketing ($1,000,000)
Color Circles samples (summer/Fall colors)
Pamphlets on DIY at Wal – Mart
Summer/Fall blots (small bottles) Hands on
Monthly coupons – Back to school and
Holiday offers
Wal – Mart Flyer ad space
Free Sample Nail Polish
Associate Training Program ($500,000)
In Store Promotion ($700,000)
Web Team ($500,000)
Virtual room painter revamped
IPAD, I phone Apps
Opportunistic Buys ($500,000)
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What Wal-Mart we’re targeting
• The Most Present Markets
Concentration
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GLIDDEN MAKES THE
DIFFERENCE Between…
Living and Living
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Tone: Confident, Innovative & Easy
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Executive Summary
Making Glidden
fresh & relevant
again
Advantages of
Wal – Mart +
Glidden
Glidden used to be seen as old fashioned and our challenge is to
make it fresh and relevant for the typical female Do – it –
yourselfer
Wal – Mart and Glidden have teamed up to bring the Glidden
Brilliance brand to people and we want people to see why they
should go to Wal-Mart through our promotions and Brand
Ambassador program
We will deliver the message that Glidden can make the
difference in your life!
Using mixed
media
With print ads, commercials, Direct Mailing, and revamping
their webpage for an interactive internet experience.
We will show our target market exactly what kind of difference
Glidden can make in their lives.
Future Recommendations
• Have painting professionals run Glidden workshops with an
interactive class for DIYers
• Someone from Home and Garden
• Continuously update their webpage to keep up with trends
and opportunities
• Link the Brand if possible with a furniture brand.
• Create a long term budget
• Sponsor events that our target audience would be
attending or event venues
• Staples center, MSG
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