Creating awareness at Walmart for Glidden Paint

1. Creating awareness at WalmartforGlidden Paint Amber Medina - Mahe Guillerminet - Sarah Rzasa- Megan Fowler Incolor

2. Inspiration • Color – Vibrance & Energy (Moods) • Logo inspired by the junction between Wal-Mart & Glidden • Our target market & their needs Incolor

3. 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. Incolor

4. 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 • Newlywed • New mom • Graduate level diploma • Buying a home Incolor

5. 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!

6. Low Brand awareness & old fashion Incolor

7. Brand Challenge Thinking Wal-Mart and not Home Depot Brand awareness and a fresher image Bringing youth to the Glidden brand Incolor

8. 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! Incolor

9. 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 Incolor

10. 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

11. 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

12. Hear it from a professional Cre8tiveDIYerJacksonville, FL Recommends this product? Yes Age:55 - 64 Gender:Female Ownership:5 - 6 months Usage:Afew 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 before the holidays!

13. 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

14. 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.”

15. MEDIA

16. Targeting our markets • New commercial segments • College grad • One stop shopper and the everywhere shopper • Print Ad Glidden makes the difference • Coupons • Value Packages Incolor

17. Glidden makes the difference between…old school and new school! commercial skit

18. We’re having that again for dinner? Life is so boring and mundane!

19. Well I just don’t know how to make it more exciting….

20. POP! Woah! What made the difference?!

21. Honey, Glidden always makes THE difference!

22. Glidden makes the difference …Between a new apartment and a home! (Print ad)

23. Direct Marketing

24. 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

25. 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) Incolor

26. What Wal-Mart we’re targeting • The Most Present Markets Concentration Incolor

27. GLIDDEN MAKES THE DIFFERENCE Between… Living and Living Incolor Tone: Confident, Innovative & Easy Incolor

28. Executive Summary Making Glidden fresh & relevant again 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! 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. Advantages of Wal – Mart + Glidden Using mixed media

29. 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 Incolor