Southern Illinois University Carbondale
INTRO INTRO PP. 01-02
ANALYSIS PP. 03-04
The aim of this integrated marketing campaign is to ultimately increase brand awareness in our target audience. Glidden is a legacy not just in the paint and coatings industry but also amongst its loyal consumers; however, according to the research that has been conducted, it appears that buyers are unaware of Glidden’s presence in Walmart stores. Our campaign is focused on raising awareness by repeatedly reaching out to our target audience and inspiring them to try Glidden Brilliance Collection available at Walmart stores.
GliddenÂŽ Swatch Color: New Grass Green
While our primary target audience in this campaign is the DIY segment, we have expanded our reach to include Walmart shoppers. A substantial portion of our budget will go into the retail experience to attract the attention of the average Walmart shopper. We also have placed an emphasis on television commercials to draw DIYers into Walmart to test the Glidden Brilliance Collection. The rest of our budget has been allocated to include a variety of new media, with a stress on social networking that will connect our audience to Glidden and Glidden to its audience.
Delivering strong results and powerful ideas, we are
SPHINX ADVERTISING.
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RESEARCH PP. 05-06
GOALS PP. 07-08
CREATIVE + RETAIL PP. 09-10
TABLE OF CONTENTS INTRO
P. 01 P. 02
Executive Summary / Table of Contents Company Analysis / Product Analysis
ANALYSIS
P. 03 P. 04
Competetive Analysis Market Analysis
RESEARCH
P. 05 P. 06
Consumer Analysis Research
GOALS
P. 07 P. 08
S.W.O.T Objectives
CREATIVE + RETAIL
P. 09 P. 10
Creative Strategy + Brief Retail Experience
P. 11 P. 12
Print Advertisements Print Advertisements
MEDIA + TV
P. 13 P. 14
New Media Marketing Television
PUBLIC RELATIONS
P. 15 P. 16
Events + Promotions Charity
MEDIA
P. 17 P. 18
Media Schedule Media Strategy / Budget Breakdown
CONCLUSION
P. 19 P. 20
Acknowledgements Citations
PRINT PP. 11-12
Company Analysis The Glidden paint company was founded in 1875 by Francis Harrington Glidden, in Cleveland, Ohio. It is one of the largest and trusted American paint manufacturers in the United States, with retail locations all over the country. Glidden is known for its “do it yourself” legacy, brought about by its many inventions and introductions. Its paint innovations include the first waterborne interior latex paint, as well as a ceiling paint that guarantees one will never miss a spot while painting. More recently, the company introduced an environmentally friendly, low-odor paint. However, in 2009, Glidden experienced a significant decline in sales. The company decided it was time for a change and gave Glidden an entirely new image while retaining its name. Glidden’s partnership with Walmart in 2011 led to an exclusive line of Glidden paint
MEDIA + TV PP. 13-14
in the major retail store. Today, the company has given its consumers a clear reason to choose Glidden with their simplified color center, readymix tester sets, and extra-large paint chips with coordinating colors. The company also offers free brochures for expert paint knowledge, a mobile application for on-the-go decision-making, and a well-coordinated mass media push to raise brand awareness.
Product Analysis The Glidden Brilliance Collection was launched in 2010 and is the premium paint offered by Glidden, and it is sold exclusively at Walmart. The Glidden Brilliance Collection 2-in-1 Paint + Primer combines
PUBLIC RELATIONS PP. 15-16
quality latex paint colors and primer, making it easier for customers to get their project started. The collection includes both interior and exterior paint available in flat, satin, or semigloss finish. It can be purchased in quart and gallon cans. There has not been any promotional or advertising support for the Glidden Brilliance Collection at Walmart, but it does benefit from a national advertising program for other Glidden products that promotes its attributes.
MEDIA PP. 17-18
CONCLUSION PP. 19-20
Advantages of the Glidden Brilliance Collection paint + primer paint colors: • Low-odor, so one can start enjoying his or her freshly painted space sooner • Low-VOC or VOC-free, so they’re better for both one’s family and the environment • Specially formulated for easy stain removal • Highly durable and resistant to scuffs • Mildew-resistant • Great for covering and hiding minor imperfections
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INTRO PP. 01-02
ANALYSIS ANALYSIS PP. 03-04
Glidden is Glidden® Swatch Color: Marigold Petals Walmart’s only brand name paint, but according to the Adology (2011) report only a fraction of DIYers shop for paint at Walmart. They are more likely to shop at a retail location they perceive as “knowledgeable” in the home improvement/paint category and tend to patronize stores such as Lowes, Home Depot, and Ace. In those stores, they have the option to buy paint from competitors like Behr, Clark + Kensington, and Olympic.
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RESEARCH PP. 05-06
Competitive Analysis Glidden’s main competitors offer paint products similar to those of Glidden, including
GOALS PP. 07-08
their original 2-in-1 Paint + Primer option. Promotional campaigns for these competing brands are seen as fresh and modern. Other competitors,
CREATIVE + RETAIL PP. 09-10
including Sherwin Williams and Benjamin Moore, double as paint retailers and offer expert advice in their field.
Olympic • •
Priced at $25 / gallon. Their paint is known for being durable, quick- drying, and low- odor.
Sherwin Williams • •
Behr • •
One of the more expensive paints, at $48 / gallon. Their campaigns continue to be exciting and innovative.
Sold exclusively at The Home Depot at $28 / gallon. Used heavily for architectural paint and exterior wood care products.
Benjamin Moore Paints • •
$37 - $68 / gallon Has endorsement of many celebrities and designers with HGTV.
Clark and Kensington • •
$26 - $33 / gallon. Ace Hardware store’s new and exclusive line of paint.
Valspar • •
$18 - $37/ gallon. Valspar currently has a “Love Your Color Gaurantee” policy.
PRINT PP. 11-12
Market Analysis Paint sales are categorized by the type of user. DIYers comprise an estimated 45 percent of all paint sales; the Pro/Trade segment represents 55 percent. The Pro/Trade segment includes contractors, as well as handymen who work primarily in residential homes
MEDIA + TV PP. 13-14
on repainting projects. The professionals favor companyowned stores and independent dealers as a destination to purchase their paint, whereas the DIY business favors “big box” home centers. Traditionally, paint is bought in either hardware stores or home improvement outlets, or in specialty stores
DIYers: 45%
PUBLIC RELATIONS PP. 15-16
that sell primarily paint and wallpaper. Some paint manufacturers have their own retail footprint—often referred to as “company-owned stores,” such as SherwinWilliams, while others like Benjamin Moore focus only on partnerships with regional specialty stores.
MEDIA PP. 17-18
CONCLUSION PP. 19-20
The US represents approximately 25 percent of the global paint market, but it has declined approximately 30 percent in value and volume since 2007 due to the housing market meltdown and economic recession.
Pro/Trade: 55% 4
INTRO PP. 01-02
Secondary research to find information about our consumer led us to Adology Reports, Nielsen data, Simmons data, painting forums, DIY forums, social media postings and comments.
RESEARCH
ANALYSIS PP. 03-04
RESEARCH PP. 05-06
GOALS PP. 07-08
CREATIVE + RETAIL PP. 09-10
Glidden® Swatch Color: Deep Ocean Blue
Consumer Analysis
Some of the important insights that characterize our consumers include: •
Traditional and plain, but like fun as well
• Financially conscious, while borrowing and investing money •
Not afraid to speak up and air grievances with products publicly
•
Enjoys the following: shopping, fitness, taking up new hobbies, cooking and baking, socializing, attending sporting events, and reading
•
Willing to purchase mobile apps
•
Spends more than three hours a day on internet while:
- Sending and reading email - Checking online news outlets - Checking the weather - Following email newsletters from favorite stores
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PRINT PP. 11-12
Primary Research We focused on store visits to Walmart with a three- pronged research agenda. We spent a week, totaling 25 hours, at three different Walmart locations in our immediate vicinity while engaged in unobtrusive observation.
MEDIA + TV PP. 13-14
For the next phase, we spent the following week engaging Walmart shoppers and talking to them about their paintshopping habits. We conducted 60 interviews. We also conducted focus group discussions with DIYers to understand what motivates
KEY FINDINGS FROM THE PRIMARY RESEARCH INCLUDE: •
85 percent of those interviewed were people who considered themselves DIYers
•
71 percent of people interviewed said they did not have a specific color in mind when shopping, but they had a general idea of the color palette they wanted to choose from
•
In general, consumers were keen on matching their paint color to their home decor
•
Study participants were more likely to profess loyalty to brands such as Behr, Sherwin-Williams and Valspar because of quality and previous positive experiences than to paint brands sold at Walmart
•
Nearly 60 percent of the people that were interviewed were not familiar with Glidden brand. Of those who had heard of Glidden paints, not many had connected Glidden paint with a positive brand or company image
PUBLIC RELATIONS PP. 15-16
them and influences their purchasing decisions. This gave us insight into store options that DIYers consider. We spent approximately 15 hours visiting competing stores, all which sell paint, to get a better understanding of their offerings and promotional tactics.
MEDIA PP. 17-18
A trend with those surveyed revealed that Glidden did not spur much recall or retention with its paint, only that the myth is the paint is not quality due to it being available at Walmart. Perception of Glidden is not aimed in the right direction. The brand needs a change, but where?
KEY FINDINGS ABOUT DIYERS WHO PAINT:
STUDY PARTICIPANT QUOTES THAT STOOD OUT: “I wouldn’t think of really purchasing paint because I don’t believe that Walmart knows much about paint.” - 30 year-old male renter “I went to purchase paint from Walmart, and the staff was limited and were not available at all times. I had to come back because the paint was not mixed correctly.” - 27 year-old female homeowner “Glidden is not my top of mind brand for paint” - 46 year-old female homeowner “A professional painter told me stay away from Walmart and choose something higher end.” - 28 year-old male renter
CONCLUSION PP. 19-20
•
Social networks, product reviews, blog posts, and discussion forum posts have influenced them in making product purchases
•
View interior painting as an easy fix to upgrade and modify living space
•
In general, view painting as an easy DIY project until they started
•
Range of color choices tends to be overwhelming
•
Seek and draw inspiration from media
•
Would be interested in attending workshops that would give them more painting knowledge.
•
Strong perception that Walmart products are likely sub-standard compared to specialty paint stores
•
Feel that no paint brands speak to DIYers in particular, but tend to be more focused on a general audience
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INTRO PP. 01-02
ANALYSIS PP. 03-04
STRENGTHS •
A legacy brand that enjoys high recall among older consumers
•
History of innovations and firsts in painting technology
•
Distribution through Walmart as the exclusive paint brand makes the product easily available and accessible
WEAKNESSES • • • •
OPPORTUNITIES • • • •
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No paint brand in the market is synonymous with DIYers Walmart’s daily shoppers creates a big pool of prospective consumers Social media and other nontraditional media still mostly virgin ground for paint promotions Need for paint choice information and painting techniques among consumers
RESEARCH PP. 05-06
Not a part of the ”top of mind” among consumers looking for paint Perceived as inferior in quality to other brands such as Behr, Valspar, etc. Recent brand re-launch has effected brand positioning Consumers believe that paint line is cheap and inferior due to Walmart association
THREATS • • • •
Established paint brands in the market are more appealing and consumers more easily persuaded by their campaigns Previous economic recession and housing market crash deterred consumers from home improvement projects Knowledgeable paint experts and other home improvement professionals not available General political and economic uncertainty
GOALS GOALS PP. 07-08
Glidden® Swatch Color: Goldenrod
CREATIVE + RETAIL PP. 09-10
PRINT PP. 11-12
MEDIA + TV PP. 13-14
PUBLIC RELATIONS PP. 15-16
MEDIA PP. 17-18
CONCLUSION PP. 19-20
Campaign Objectives Marketing/Sales
Communication/Creative
Objective: Develop awareness among target audience that the Glidden Brilliance Collection of paint is available at Walmart.
Objective: Persuade target audience to try the Glidden Brilliance Collection for their next DIY home painting project.
Rationale: The campaign will aim for present Walmart consumers to consider Glidden Brilliance Collection paint for their next DIY project.
Rationale: Promotional ideas used for the campaign will be created to stimulate trial usage of GBC paint.
Objective: Increase sales of the Glidden Brilliance Collection paint available at Walmart by 10 percent. Rationale: Given that the association with Walmart is fairly new, a sales increase of 10 percent is within reach and provides a strong foundation for future promotional activities.
Objective: Empower target audience by imparting them with knowledge about painting and paint supplies. Rationale: In-store events, tutorial videos, and mobile app will emphasize that painting doesn’t need to be a daunting chore.
Media Objective: Reach 70 percent of the target audience with a frequency of at least three times per month during the months of May-September. Rationale: A concentrated barrage of messages across both traditional and non-traditional media will ensure that the campaign remains highly visible to our target audience. Objective: Focus advertising and promotional activity in mid - major size towns in the Northeast, Midwest and southern regions that have Walmart stores in the vicinity. Rationale: Centering promotions around large populations that have Walmart will remind people about the availability of Glidden Brilliance Collection paint during their next visit to Walmart. Objective: Use a flighting pattern of advertising during months of May-September. Rationale: While paint is sold year round, consumers are most likely to paint their homes during summer months.
The Walmart Footprint
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INTRO PP. 01-02
ANALYSIS PP. 03-04
RESEARCH PP. 05-06
GOALS PP. 07-08
Creative Strategy
The big idea for the campaign is “Decorate. Inspire. Your Glidden.” The research we conducted among the target audience revealed the insight that DIY painters consider painting to be an intimidating and discouraging task from paint selection, buying paint supplies , to the actual painting process, and the cleanup involved. Painting projects that were expected to be completed in under a day sometimes dragged on for days and even weeks. This, in essence, scares consumers from starting painting projects and forces them to seek the reassurance of home improvements stores, such as Lowes and Home Depot. The “Decorate. Inspire. Your Glidden.” campaign solves this problem and makes painting a more enjoyable and accessible
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process. The campaign first arouses a passion among its consumers to want to decorate to suit their vision and personality. It then inspires them with a variety of choices they could use as part of their painting needs. Finally, it empowers them by providing them with the right information to ensure the project gets done in a timely and effective manner. The campaign uses a mix of non-traditional media and experiential settings to persuade and encourage the DIY mindset — one takes on projects with confidence resting in the knowledge and assurance that it will be a great undertaking. The campaign aims to make Glidden Brilliance Collection the default brand for all DIY painting projects.
CREATIVE + RETAIL CREATIVE + RETAIL PP. 09-10
Glidden® Swatch Color: Red Geranium
CREATIVE PLATFORM OBJECTIVE The campaign aims to make Glidden Brilliance Collection the default brand for all DIY painting projects.
TARGET AUDIENCE a.
DIY painters 1. 25 - 54 year olds 2. Both men and women 3. Predominantly Caucasians 4. Living in major and mid size towns that have Wal Mart stores predominantly in the Midwest, south and eastern parts of the U.S. b. Existing Walmartshoppers
MESSAGE & MEDIA The “Decorate. Inspire. Your Glidden.” campaign occurs in three phases. Decorate – We stimulate consumer interest in DIY painting through contests, sweepstakes, and other promotional elements to get people thinking and wanting to improve their living space. Inspire – We then inspire ideas for paint choices by releasing a campaign in traditional media such as magazines and TV that focuses on drawing inspiration from nature and everyday situations. Your Glidden – The campaign then emphasizes that the “Glidden Brilliance Collection” of paint is synonymous with DIY painting projects through in-store promotions, experiential events, and community outreach efforts.
PRINT PP. 11-12
MEDIA + TV PP. 13-14
PUBLIC RELATIONS PP. 15-16
MEDIA PP. 17-18
CONCLUSION PP. 19-20
In-Store Experience Paint Spill Decal - Located in each Walmart store - Glidden paint bucket spilling from the ceiling, giving the pouring effect with vinyl paint splatter on the floor leading to the paint aisle. - Used with decal on floors.
Scratch-Off Savings - Customers can scratch off savings from paint lid. - There will be a designated savings. -Cashier must scratch off and redeem.
Kiosk - Located in most Walmart stores - Promote Glidden App for in-store specials and discounts with QR code on shopping carts.
Shopping Carts
- Will be located in the Do-ItYourself section - Link to Glidden’s mobile application. -Allow one to design your his or her’s project without using the mobile application.
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INTRO PP. 01-02
ANALYSIS PP. 03-04
RESEARCH PP. 05-06
GOALS PP. 07-08
CREATIVE + RETAIL PP. 09-10
Print Advertisements will be placed in home improvement magazines.
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PRINT PRINT PP. 11-12
Glidden速 Swatch Color: True Turquoise
MEDIA + TV PP. 13-14
PUBLIC RELATIONS PP. 15-16
MEDIA PP. 17-18
CONCLUSION PP. 19-20
Glidden Savings
This coupon will be used throughout magazines, email, and direct mail.
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INTRO PP. 01-02
ANALYSIS PP. 03-04
RESEARCH PP. 05-06
GOALS PP. 07-08
CREATIVE + RETAIL PP. 09-10
New Media Marketing
IMPROVED MOBILE APP
SOCIAL
Free Sample from Glidden
In case you missed it, this sample has been restocked. Request a free sample of Glidden Brilliance Collection from Wal-Mart. Be sure to “like” NSAC123
Glidden’s Facebook page first and then click on the “Request Sample” button. Fill out your mailing address for this sample.
Leave that last box checked if you want to get direct mail from Glidden. On the last step, you will be asked a simple math question and you need to answer it correctly in order to confirm you are a real person asking for this sample. You should receive your free sample within 8 to 10 weeks.
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BANNER ADVERTISEMENTS
SAMPLES ON COUPON SITES Promote free Glidden paint samples on “coupon” blogs while linked to Facebook to generate “likes” and retrieve information from Facebook fans.
PRINT PP. 11-12
MEDIA + TV MEDIA + TV PP. 13-14
GliddenÂŽ Swatch Color: Toasted Coconut
A father-in-law and son-in-law are painting the living room while the daughter and mother are out on the town. When they come home, the men are proud to show off their accomplishment of the new living room, but the walls are plain white.
The father shakes his head in disagreement, takes the paint roller away, and paints over the blue. His work appears as a forest and he smiles.
PUBLIC RELATIONS PP. 15-16
MEDIA PP. 17-18
CONCLUSION PP. 19-20
Commercial Storyboard
The mother and daughter look unsatisfied, but the daughter thanks them and the parents leave the scene. The wife shows her husband a picture from their honeymoon. It then flashes to the pair showing off their new decorated home.
The mother of the wife comments on the room being boring. She then grabs a paint roller, walks up to the white wall, and starts to paint. The area she paints turns into a happy blue bird, and she smiles in satisfaction.
The husband disagrees, takes the paint roller, and paints over again. His paint appears as his favorite football team colors. The mother and wife are horrified, so the wife grabs the paint roller, paints, and the paint appears as a tropical flower. Her mother smiles in agreement with her.
Her father and husband are in disagreement, so the husband grabs the paint roller and paints a scene of a beach. The camera fades out, showing the satisfaction of everyone staring at the wall, and it then flashes to the couple walking on the beach on their honeymoon. It flashes back to the finished room to everyone appearing happy. It finishes to the family sitting in the living room with the husband’s favorite football team playing on TV.
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INTRO PP. 01-02
ANALYSIS PP. 03-04
RESEARCH PP. 05-06
GOALS PP. 07-08
CREATIVE + RETAIL PP. 09-10
Events/Promotions
Home Renovation Sweepstakes • Participants must “Like” Glidden on Facebook • Can submit to sweepstakes once a day to enter. • Grand prize: complete home renovation by professionals from Glidden • Every room in home is painted by professional painter with Glidden Brilliance Collection.
Demo Days • Once a month, May to August, in select Walmarts across the country to teach the public about painting their homes. • Example of lesson: How to apply paint correctly. • Walmart employees facilitate Demo Days, after online video training is completed by employees. They will become experts at the task at hand.
Glidden Inspiration Competition • Participants post “Before and After” photo to Instagram • Enter contest by submitting inspirational picture • Glidden paint can must be in the “After” photo • Participants “tag” Glidden in photo • Top 10 winners receive a $5,000 Walmart gift card
• Fourth of July, “Inspire Your Hero” event; paintings sent to US troops. The public will paint a picture for a soldier, and Glidden will send it to the troops. • Free coupons, starter kits and samples for those who attend
#DIYGLIDDEN 15
PRINT PP. 11-12
MEDIA + TV PP. 13-14
Community
PUBLIC RELATIONS PP. 15-16
Glidden® Swatch Color: Dewy Iris
Boys and Girls Club/ School of America PR Campaign “Glidden trucks” will travel across the country, stopping at local Boys and Girls Clubs and School of America locations to help and inspire underprivileged youth through artistic expression. Community members will be able to nominate
PUBLIC RELATIONS
their local Boys and Girls Club for this event by uploading videos, pictures, and stories via social networking sites. Glidden’s public relations efforts will also be promoted through billboards, kiosks, fliers at Walmart and press releases.
MEDIA PP. 17-18
CONCLUSION PP. 19-20
Charitable donations in August & September: • Walmart will provide a checklist of school supplies for the public • Glidden will supply an oversized paint bucket to collect donated supplies • Walmart can deliver donated items to schools or they can be collected by representatives
Television • • •
:30 Commercial of public relations efforts on the DIY network, HGTV, TLC and Youtube Glidden sponsors a morning show News coverage of PR efforts on TV programs such as Ellen and Good Morning America
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INTRO PP. 01-02
ANALYSIS PP. 03-04
RESEARCH PP. 05-06
GOALS PP. 07-08
CREATIVE + RETAIL PP. 09-10
• Reach 70 percent of the target audience with a frequency of at least three times per month during the months of May-September • Focus advertising and promotional activity in mid to major size towns in the Northeast, Midwest and southern regions that have Walmart stores in the vicinity • Use a flighting pattern of advertising during months of May-September with social media lasting year round
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PRINT PP. 11-12
•
MEDIA + TV PP. 13-14
MEDIA
PUBLIC RELATIONS PP. 15-16
MEDIA PP. 17-18
CONCLUSION PP. 19-20
Glidden® Swatch Color: Soothing Green Tea
Engages the audience as often as possible, by providing several interactive promotional tools
•
Heavy emphasis on social media, including Facebook, Twitter, Pinterest, and Instagram. They will be used to involve and excite the audienceto start a DIY project
•
TV commercial will broadcast on TLC, HGTV, Better Homes and Gardens Networks. The audience often views Do-ItYourself shows to get ideas for their own home projects
•
Various in-store events and community outreach efforts to raise brand awareness, as well as drive traffic to paint
Budget Breakdown Total Budget: $100,000,000 TRADE PROMOTIONS $50,000 1% LIFESTYLE $55,000 1% MOBILE APP $100,000 1% PUBLIC RELATIONS $770,000 8%
CONTINGENCY $800,000 8% TELEVISION ADS $2,800,000 28%
section of Walmart •
Strong emphasis on in-store displays, signage, and advertisements will increase overall awareness for both
MAGAZINE ADS $413,388 4%
the Walmart shopper and DIYers •
The campaign has a contingency of $800,000 worked into the budget. If the costs exceed the budget limit, then cuts will be made in some of the promotional events, such as limiting tour buses to only one bus instead of two.
ONLINE VIDEO ADS $500,000 5% RETAIL EXPERIENCE $3,611,000 36%
SEARCH ENGINE ADS $300,000 3% ONLINE BANNER ADS $400,000 SOCIAL MEDIA 4% $200,000 2%
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INTRO PP. 01-02
ANALYSIS PP. 03-04
We are tremendously thankful to Prof. William Freivogel and Ms. Sherida Evans for their support and planning which made it possible for us to represent our school at the National Student Advertising Competition. This campaign was a united effort, involving students with diverse backgrounds and talents.
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RESEARCH PP. 05-06
GOALS PP. 07-08
CREATIVE + RETAIL PP. 09-10
Thank You to the Following AAF Members:
Account Management Danielle Gordon Lauren Groppi Alyssa Long John Wilson
Research and Media Nora Aissa Jane Demaree Timothy Dillon Kyle McCarthy Megan Thornburg Lauren Tomlin
Creative Rachel Fabian Robert Ford Anne Gayes Katelyn Kockler Jessica Martinez Juvonna McGarry
Art and Production
We would also like to thank the School of Journalism and its faculty for their help and guidance: Mr. Jerry Bush Prof. Linda Correll-George Prof. Katherine Frith Prof. Kavita Karan Ms. Vicki Kreher
Jacoby Duckworth Eric Eagan Julie Schechter
Special thanks to our faculty advisor, Prof. Narayanan Iyer
PRINT PP. 11-12
MEDIA + TV PP. 13-14
PUBLIC RELATIONS PP. 15-16
MEDIA PP. 17-18
References:
CONCLUSION CONCLUSION PP. 19-20
Glidden速 Swatch Color: Watermelon Smoothie
1. (2011). Us paint & coatings market. ReportLinker,Nov(2011), Retrieved from http://www.reportlinker.com/p0683332-summary/US-Paint-Coatings-Market. html?tab=summary 2.
(2012). National account intelligence report for walmart.Ad- ology, 2012(November), Retrieved from www.ad-ology.com
3. (2012). Us paints and coatings market worth to reach $30 billion in 2021, nearly 50% growth from 2011.Global Information, Inc. , Retrieved from http://www.prnewswire.com/news-releases/us-paintsand-coatings-market-worth-to-reach-30-billion-in-2021-nearly-50-growth-from-2011-169514366.html 4.
American Coatings Association. (2013). Diy resources. Retrieved from http://www.paint.org/about-our-industry/diy-resources.html
5.
DIY Network. (2013). Painting tips and project ideas. Retrieved from http://www.diynetwork.com/topics/painting/index.html
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Florentino, T., Helsinki, J., Crosett, K., Mascari, P., Shawgo, B., & Smith, C. L. (2012). Chain store shoppers in the united states. Ad-ology,2012(January), Retrieved from www.ad-ology.com
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Florentino, T., Helsinki, J., Crosett, K., Mascari, P., Shawgo, B., & Smith, C. L. (2012). Do- it- yourselfers in the united states. Ad- ology,2012(January), Retrieved from www.ad-ology.com
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Florentino, T., Helsinki, J., Crosett, K., Mascari, P., Shawgo, B., & Smith, C. L. (2012). Price conscious shoppers in the united states. Ad- ology,2012(January), Retrieved from www.ad-ology.com
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Houselogic. (2013). Home painting ideas. Retrieved from http://www.houselogic.com/home-improvement/painting/
10. Insight into action: Home improvement 2012. In (2012).Nielson Research Presentation. The Nielsen Company. Retrieved from www.nielsen.com 11. Katsingris, P. (2012). Using nielsen information for an effective nsac advertising campaign. In Nielson Research Presentation. The Nielsen Company. Retrieved from www.nielsen.com 12. Press release - 2012 US interior paint satisfaction study. (2012, April 17). Retrieved from http://www.jdpower.com/content/press-release/3OBtPvN/2012-u-s-interior-paint-satisfaction-study.htm 13. Simmons One View. Experian Marketing Services, n.d. Web. <https://oneview.experian.com/>.
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