Glidden Insight Project by Jessica Alessandra

Dec 10

Glidden Paint: Final Report Current Walmart Paint Shoppers Team SWVAC

Jessica Alessandra, Mary Callaghan, Brenna Smith, Casey Valigursky, Yoli Worth

Table of Contents Executive Summary .......................................................................................................... 3 Findings.............................................................................................................................. 5 Cultural ...................................................................................................................................... 5 Consumer/Product..................................................................................................................... 8 Overarching Insight: ...............................................................................................................14 Media Insight ...........................................................................................................................14 Cognitive Map ................................................................................................................. 16 Creative Brief .................................................................................................................. 17 Quantitative Survey ........................................................................................................ 18 References ........................................................................................................................ 19 Appendix .......................................................................................................................... 20

Executive Summary This research study was motivated by Glidden Paint Brand’s overall goal of building awareness and consideration for the Glidden paint brand within US Walmart stores. The first goal is to establish Walmart as reliable paint retailer. This stems from the problem that only 66% of current DIY consumers are aware that Walmart sells paint. Second, a campaign must be developed that hones in on and understands the lifestyle of Walmart paints shoppers. The overall target market of the campaign will be those who need simple solutions to painting and decorating that meet their lifestyle and budget needs. In order to achieve this goal, the target market was segmented into three groups: 1. Renting DIY shoppers 2. Current Walmart paint shoppers 3. DIY-ers who shop at Walmart, but not for paint. This research study specifically reflects the lifestyle and buying habits of the second segment, current Walmart paint shoppers. This target is already loyal with 72% of them buying their paint at Walmart. Demographics include those who are female, young, and have children. They are typically lower income, skew higher in being minorities, and often rent their homes. Since they are family focused, the campaign should focus on affordable decorating projects with a family emphasis. The objectives of this study are as follows: 1. Discover the trends and external opinions that influence current Walmart paint shoppers’ attitude towards painting projects. 2. Determine what the product is being used for and what qualities are most desirable. 3. Determine if there are any primary qualities or perceptions of Glidden’s competition that differentiate the brands from one another. 4. Understand the deep-rooted motivations, attitudes and behaviors that influence a Walmart paint shoppers’ paint buying decision. The purpose of this research is to study the lifestyle and buying patterns of the current Walmart paint shopper. The insights collected will be reflected in the overall campaign. Methodology: Information was collected through a combination of secondary and primary research. After developing research objectives and questions, secondary data was used for initial findings. Databases such as Simmons and Mintel were used, as well as research studies, online reviews and web sites. In later stages, primary research was used to back up initial conclusions and mine for additional findings. Primary research included numerous informal interviews about Do-ItYourself and home improvement projects. A quantitative survey was also developed. Main Findings: The research provided three main insights: cultural, consumer, and product/competition. Insights drawn are as follows: 3

1. Cultural: There is a trend toward women embracing the role of head-of-household and developing a long-term view of home improvement. 2. Consumer: The modern mom has evolved from focusing all of her energy and attention on her child, to indulging in projects and activities that benefit herself. 3. Product/competition: Glidden’s positioning in Walmart as “the best” isn’t convincing to our target who believes “good” is good enough. These led to an overarching insight that reveals what is transpiring in the lives of the target. Overall, it was discovered that “DIY projects can bring together empowered communities of women.” Research revealed that online communities by and for women are growing, with the purpose of inspiring and encouraging each other. Taking on DIY and home improvement projects is one way women are empowering themselves, taking on more male-traditional tasks, while maintaining their role as women, wives, and mothers. The media insight was derived from the original three insights and supplemental research. By observing the target’s media trends as well as their behavior on these platforms, it has been concluded that the target feels like no one understands them like they understand each other. They are sharing their joys and struggles together online. They are empowering and empathizing with one another, and are doing it through online message boards, chat forums, and social media. Given these findings, the media strategy is to have Glidden nurture and encourage this meaningful online conversation our target is sharing with one another by establishing a strong presence in their most frequented online platforms. Conclusion: Findings revealed and reinforced the significance that women play a vital role in the home. Limitations arose when, despite extensive primary research efforts, the target was difficult to reach, which resulted in an underwhelming response to surveys. Findings derived from participants that were reached through interviews, however, were critical in understanding the mindset behind mothers and their reasons in favor of or against taking on DIY projects. In this case, secondary research guided direction that led to the key discovery that women provide for their family, but still allocate time and energy to do things for themselves. Marketing efforts will be successful if the target can be reached organically by tapping into their online community relationships. It is suggested that marketing efforts facilitate relationships and in that way the Glidden brand will become reliable and trusted.

Findings Cultural Research Objective: Discover the trends and external opinions that influence current Walmart paint shoppers’ attitude towards painting projects. RQs: 1. Are there any trending attitudes among key influencers (designers, architects, etc.) that would influence how to approach our target about paint? How do these influencers affect the behavior our target market? 2. Are there currently any trends that are influencing consumers to take on more DIY projects? 3. Are there others within the shoppers’ community that influence purchasing decisions within the paint category? 4. Do certain colors resound either positively or negatively among members of our target? 5. What are the cultural trends towards women in DIY? Methodology To discover the cultural insight, we analyzed secondary data. This information was obtained from Mintel reports, and other DIY blogs and information from the Web. Our blog sources were chosen from mom and DIY communities such as PrettyHandyGirl.com and CafeMom.com. Simmons was also used to gain insight into painting trends. We started conducting research on Saturday and finished reviewing and analyzing on Tuesday evening. Primary research was not necessary in this step because information gained from interviews would have been more related to consumer and product insights, but we were more interested in discovering the trends of the category at large. Facts, Findings Results 1. 1 in 5 respondents say that they paint to match new furniture and decor, or to suit a new home to their taste (Mintel, 2010). This is especially common within our targets age group because they are just starting their family, establishing a home lifestyle etc. New decor designers are creating styles and products in the color schemes that appeal to the Hispanic population, therefore affecting their paint color selection (Mintel, 2010). The color scheme that is popular in housing decor at the moment may influence the swatches chosen in our ads because this decor reflects the preference of Hispanics. These influencers, in a way, dictate the paint scheme that Hispanics will have in their home. 2. DIY spending is increasing despite the fact that the real estate market is not improving. This indicates a shift in consumer mindset – more homeowners are taking a “long-term view” of home improvement (Mintel, 2012). Instead of moving, homeowners are looking to fix up or refresh the look of their current homes in order to improve their living space and protect their investments. Home is considered to be a place for a personal expression of style. In addition, the millennial age group is moving into the prime DIY age group. Millennials are 5

more likely to “think small and do all of the work” even if they don’t have the skills (Mintel, 2012). They are also enthusiastic learners. 3. DIYers expect sales associates in the stores where they shop for supplies to know the product categories that they cover and be able to offer advice. They typically consult a variety of sources though family and friends are strong influencers and painting can frequently be a communal activity (Mintel, 2012). 4. The color of a room has a significant effect on a person’s mood. The dominant color in the room has the biggest impact on a person’s mood. Warm colors such as red-orange, reds, yellows and yellow-greens are radiant and cozy. Because warm colors seem to advance, they make small rooms appear smaller and large rooms more intimate (Lee, 2012). Cool colors with cool undertones include purples, blues and blue-greens. These colors can have a calming effect. In a room, cool colors appear to recede, making a room appear larger (Lee, 2012). The shades of a particular color can have a large effect on the associated mood (Ex. Red vs. Pink). 5. Women often used to feel “afraid” to take on DIY and home improvement projects. In the past, they found themselves waiting for their husbands, family members, or a professional handyman to take on a repair job or project. This is changing as women are beginning to embrace the head-of-household position. According to a Nationwide Survey conducted by Sears, Roebuck and Co., 85 percent of women have been, are currently, or expect to be solely responsible for maintaining a home (Handywoman Workspace). As their position in the household is changing, they’re slowly breaking out of the traditional gender stereotype and taking on more projects Additional Findings: Women feel a sense of pride owning their own tools. On the DIY blog, PrettyHandyGirl.com, the owner and her readers explain their love to correct others when they assume their power tools belong to their husbands. The blogger wrote the she loves the “surprised look on faces when I explain that they are actually my power tools and I don’t usually let my husband touch them.” In response to her statement, a reader responded with ”I laughed out loud! That’s the same in my house. Guys will be like “hey nice table saw” and I’m like, “no, it’s MY table saw!” (Pretty Handy Girl, 2012)

Insight There is a trend toward women embracing the role of head-of-household and developing a longterm view of home improvement. Rationale Statistics show that women are slowly taking on positions as head-of-household (Sears, Roebuck, and Co.) due to the abandonment of traditional gender roles for women. Related to this phenomenon is the fact that women are becoming more likely to be the decision maker for DIY projects in the home as they no longer feel that they need to rely on men or others to get the physical portion of the project done.

In addition, the real estate market is still not showing signs of growth though the economy has taken a turn for the good. The DIY segment, however, is growing. This is due to the fact people are staying in their homes rather than relocating to a new home or apartment. Similarly, the sale of new, single-family homes is still down which indicates that homeowners are living in older homes in need of maintenance (Mintel, 2012). Because of this, families (and women in their head-of-household role) are using DIY to update and improve their living space for the longterm. Limitations of the Study When it comes to secondary research, oftentimes the information available is not narrowly tailored to our specific target. Most of the information from the databases covered the paint category or trends among women at large rather than the specific trends of our niche target. It is valid because these are trustworthy sources that provide important information regarding shifts in DIY, household, and economic behavior, but it would be more useful to have specific information regarding members of our specific target. The information in the secondary research was helpful in guiding future research efforts, however did not provide answers to very specific research questions, especially regarding cultural color trends and preferences among members of our target. Next Step This insight provides an informative benchmark against which we can assess our target’s economic motivations and attitudes. Next we will use primary research methods to confirm this insight and explore how these trends affect our target’s DIY habits.

Consumer/Product Research Objective(s): · Product - We want to determine what the product is being used for and what qualities are most desirable. · Competition - We would like to determine if there are any primary qualities or perceptions of Glidden’s competition that differentiate the brands from one another. · Consumer - We aim to understand the deep rooted motivations, attitudes and behaviors that influence a Wal-Mart paint shoppers’ paint buying decision. RQs Product/Competition: 1. Are there any negative perceptions of Glidden or the paint category to be mindful of 2. What projects are people using paint for? Do projects differ depending on what brand is purchased? 3. Are there any product attributes that differentiate Glidden from its competitors? 4. Are there any advances in technology or innovations within this category that we should be mindful of? Consumer: 1. What are the demographics and psychographics of Wal-Mart paint shoppers? 2. What product attributes are important to Wal-Mart paint shoppers? 3. If anything, what prevents Wal-Mart paint shoppers from doing projects? 4. Under what conditions will lower income consumers begin to purchase paint? Methodology Twenty interviews were conducted with white females who were within the economic status and age of the target demographic. Respondents were chosen based on target market and convenience (proximity of research location, which was the university; availability for an interview). The data was collected on-campus in research rooms; data was also collected on-site at Destiny USA and at a Tops grocery store location. The timeline of interviews include Tuesday, October 23rd; Wednesday, October 24th; Friday, October 26; and Friday, Nov 2. After we collected the data, the team reviewed the data and brainstormed what similarities and patterns came about from all interviews. In addition, we interviewed the paint specialist in the Walmart Supercenter in Camillus, NY on September 24, 2012 at 7:30pm. We also consulted online reviews of Glidden paint products on the Walmart retailer website. For many of these reviews, the gender and age range of the reviewer is specified. We took note of all reviews completed by females in the 25-34 year old age range. Our secondary sources for the consumer section of research included mom-focused blogs and websites, forums where moms were discussing home-related topics, supporting indices from Simmons, and externally sourced research study (e.g. Expecting a Mom). Blogs discussing women’s involvement with DIY and home improvement were also researched. Examples of these blogs are PrettyHandyGirl.com and NotJustAHouseWife.net. From these documents, we 8

drew tangible insight into the mindset and behavior of our 25-34 year old mother target, including their revamped attitude toward motherhood, self, and women’s role in DIY. Facts/Findings/Results Product/Competition: 1. When consulting online reviews of Glidden paint products, previous users of the product had mixed feelings about the quality of the product. Users either felt highly positive about their experience with the product or highly negative. In interviews with members of our target market, overall there is a general feeling of indifference toward Glidden and other paint brands among consumers within our target. In general, members of our target have only recently undergone one or two paint projects in which the retailer of the product is more significant than the brand of paint. Consumers’ consideration set is typically made up of whichever brands and products that a particular retailer offers. That is, the consumer is more likely to think “I am going to Lowe’s to buy paint” than “I want to buy Behr brand paint.” 2. Our consumers are using paint for small DIY projects such as updates to rooms or additions of accents to a space. The brand and type of project do not generally influence one another and desired product attributes (quality, affordability, ease of use) remain the same regardless of the type of project. 3. In the Walmart retail store, Glidden is marketed as the “best” option of the three that they sell and one feature that it offers over the “good” offering, ColorPlace, is that it combines paint and primer in one can (Walmart, 2012). Interviews with Walmart paint specialists revealed that there are pros and cons to each of the products, but that the benefits of Glidden are merely incremental. In addition, he inferred that the customers that he encounters emphasize price over quality (“Bob”, 2012). This sentiment is reflected in the popularity of ColorPlace and Better Homes and Gardens over Glidden as well as the Simmons indexes (as seen below). 4. Virtually all major paint retailers offer no-VOC and other eco-friendly products in a variety of colors. The paint and primer combination has also been an innovation that has become mainstream within the past few years. More recent innovations combine painting with technology, for example, Benjamin Moore implemented a smart phone application that allows users to take a picture of a particular color and instantly match it to one of Benjamin Moore’s color offerings (Mintel, 2010). Additional Simmons Findings: I do not buy unknown brands merely to save money: 97 (below avg.) I usually only shop at my favorite stores because they have the prices I like: 112 Price isn’t the most important factor–it is getting exactly what I want: 72 (below avg.) I prefer shopping at specialty stores because they tend to carry the best brands: 105 Consumer: 1. The demographic information of our target, Walmart paint shoppers, is single women between the ages of 25-34 with at least one child under the age of 18 living in their household.

They live in majorly rural areas because they are minorities in a lower income bracket. The psychographics provide us with lead information toward our insight. The index numbers are low (88, 96) (Simmons) for the idea that these women only work at their current jobs for the money. However, it is important to see that they desire confidence and respect because they do want to get to the very top of their careers (136, 157, 120 index) (Simmons). These women feel that their children should be able to express themselves freely, and they like to indulge their children with little extras (Simmons). These mothers like to provide their children with the things they didn’t have as a child, but they also think that nowadays it is important to juggle various tasks at the same time (Simmons). 2. Through our research we discovered that the two main product attributes that are important to Walmart paint shoppers are convenience and affordability (Mintel). The Glidden brand falls under these categories in that the price is comparable to competition and convenience lies in its 2-in-1 paint and primer capabilities. 3. As obtained through our interviews, we discovered that time is the single most noted reason for not taking on DIY painting projects. These mothers are constantly busy with not only their careers but also the full-time job of taking care of their children. Money is the second major factor. Especially because our target falls in the lower income range, these women simply do not have enough money to be constantly refurbishing their homes. 4. There are certain circumstances we feel will open up the possibility for these women to do DIY projects for their children and for themselves. If they are convinced that it is feasible to do more DIY projects, even if just small one-day projects, they will be more likely to purchase paint. This would mean assuring them that the projects will be not only cost effective, which we established was important to them, but also that there are projects that can be quick and easy for those on a time constraint. One important thing to think about is the fact that many of our target live in urban areas, which means for less DIY opportunities because when renting, many landlords do not allow for painting or updating of the interior of their buildings. Therefore, the target also needs to be informed that there are other simple DIY projects they can do to revamp their home that does not involve painting the walls themselves. Additional Secondary Research Findings: Women use blogs to display their work and encourage other women to take on more projects. Brittany at PrettyHandyGirl.com created her DIY blog in order to “refuse to bow to the stereotypes that women aren’t handy.” These blog readers tend to be excited to find another female DIYer encouraging women to take on more DIY projects. One woman responded with: “My husband and I just bought a new home, and I am so excited to finally try some doit-yourself-projects of my own. I, like Brittany, was raised that girls can do almost anything the boys can do and better.” Other commenters look at PrettyHandyGirl.com as a source of encouragement to try something they have feared in the past. One commenter explained at as: “It’s nice to be able to double-check that I’m doing a project correctly and/or learn

how to do something I never DARED before.” A single, divorced mother responded to the blog as a source of relief as she is incredibly sick of as her ex-husband for assistance with repairs. Other women have commented that they have contemplated on starting their own blog in order to “help other women get over their fear of DIY.” The overarching theme of PrettyHandyGirl.com is that the role of women in DIY and home improvement is changing but some women still need some support to break out of the “norm” that DIY is for men. Moms, now more than ever, devote weekly time to spend on themselves (87.8% report doing so) (PRNewswire). Additional Simmons Findings: Personal Gain/Interest Questions “I want to get to the very top in my career”: 149 “Money is the best measure of success”: 119 “I am willing to sacrifice time with my family in order to get ahead”: 126 “I do some spot/exercise at least once a week”: 104 Family/Children-Focused Questions “I prefer to spend a quiet evening at home than to go out”: 95 (below average) “I like to spend most of my time at home with my family”: 105, “I like to provide my children with the things I didn’t have as a child”: 115, “I often indulge my children with little extras”: 108 “A woman’s place is in the home”: 125 Additional Interview Findings: Most respondents claimed that they were the ones to suggest new projects for around the home though husbands were often credited with the physical component of the work. Typically, DIY projects are done “as necessary” though almost all of our respondents attributed a lack of time to the reason that they don’t undertake DIY projects more often. Though not all respondents could think of a celebrity that embodied their style icon, there were an overwhelming number of women who disliked the image that Lady Gaga, Nicki Minaj, Kim Kardashian, and Snooki project. The answers to the “if you had an extra $50 to spend, what would you spend it on” question were particular interesting. While some mentioned purchasing something for their children or families, the majority said they’d spend it on themselves. Some examples include: manicure, pedicure, a new tattoo, or a spa treatment.

Insight Product/Competition: Glidden’s positioning in Walmart as “the best” isn’t convincing to our target who believes “good” is good enough.

Consumer: While still focusing her energy and attention on her child, the “modern mom” indulges in projects and activities that benefit herself.

Rationale Product/Competition: Walmart paint shoppers choose to purchase their paint at Walmart because they prioritize price over any other factor when shopping for paint products (as can be seen in their high Simmons index scores for statements about shopping for a low price). Even though Walmart isn’t perceived as offering the level of technical expertise that home improvement retailers (e.g. Lowe’s, Home Depot) or local paint speciality stores (e.g. Purcell’s) provide, Walmart paint shoppers seek out the price value that Walmart provides. This presents a difficult situation for Glidden, who is currently positioned as the “best” that Walmart has to offer (Colorplace positioning: “good”;; Better Homes and Gardens: “better”);; as Walmart paint shoppers are willing to forego superior quality in exchange for a bargain, Glidden’s current positioning in the Walmart retail space is potentially deterring potential customers who are perfectly comfortable settling for a “good” product. Consumer: Both in our primary interviews and in secondary research, such as Simmons, “Mommy Blogs” and online data records, we were led to our insight. It was in the interview stage where we discovered findings that gave us a hunch on how mom’s were feeling about painting and DIY projects. Patterns arose when we asked our young mom interviewees how they’d like to spend an extra $50 dollars. Respondents answers were split nearly 50/50 between “something for my kids”(Chesher, 2012) and little extras that were clearly a treat for them, a new tattoo, a pedicure/manicure, and new home decor accents. We also found that all respondents cited time and having a crazy busy schedule for the reason they don’t do DIY projects as much as they would like. When asked when they feel the most confident, many respondents would cite either the home, or the office, both clearly very distinct spheres for a woman. These answers pushed us to look further into psychographic lifestyle statements, which we found on Simmons. Here we found similar patterns among women, 25-34, any minority, whose youngest child was under 17. There answers seemed to spike both on answers of personal gain and interest, as well as family and children. From these findings, it was clear to us that these women are split between their want to be there for their family and children, while they also desire a successful career/high self-esteem. More secondary research of online research studies confirmed our perceptions. A 2010 study reported that the modern mom, “while acknowledging that her baby is or will be the center of her life, is focused on her personal development and the importance of her personal needs. And most of the time, this is not a struggle for her. 59% of women interviewed by this study reported that they regularly plan activities focused on them, not the baby” (What To Expect, 2010). Limitations of the Study There are currently three limitations of our study to be mindful of when analyzing the data

provided. First, the research and data were collected during the do-it-yourself and home improvement off-season. The qualitative research, namely interviews, was collected during a time frame when home improvement is not a primary concern of the target market. Second, due to store management, qualitative data was unable to be collected at Walmart. Therefore, the target was unable to be reached directly at the point-of-purchase. Lastly, it is important to note the lack of brand awareness in the entire paint category. Many survey and interview respondents were unable to identify their reasoning in choosing a specific paint brand. Therefore, our attempts to find the current brand perception of Glidden were limited as there is a lack of brand perception for the entire category. Next Step Our next step will be to connect the three main insights we’ve developed through our research into one overarching insight that summarizes the relevant information regarding our target, which will help guide our media recommendations.

Overarching Insight: DIY projects can bring together empowered communities of women.

Media Insight Our target understands each other and they communicate their joys and struggles together online. Media Objectives: (1) Support communication between empowered women through our sponsoring of an online forum. Our target does not heavily use Internet (Internet activity Quintile 1: 87/56* for 25-34 minority women and moms, respectively), but they have a high usage of chat forums and online message boards (157 and 148, respectively). This indicates that when they are on the Internet, these services are what they are there to use. From observing their activity on sites like cafemom.com and looking into secondary sources that explore moms’ online behavior, it is clear that they use these sites to both give and receive help and support. “Moms are often looking for support and information to help them better understand and be prepared with what they are going through” (Delivering a Mom, 2010). With this knowledge of out target’s online habits and use of social media, the need for integration of online into our strategy is apparent. We want to create a forum for moms to chat about everything they do, centralized into one place, made especially for moms. With different categories including health, beauty, kids, DIY, cooking, crafts, etc., our Glidden sponsored forum will become a platform to support these women’s need for tips, help, advice, and questions. Just like a car helps her get things done every day, Glidden will provide this forum as a tool for women to satisfy an important lifestyle need: to empathize and feel understood by others who uniquely understand her. The content created by our target on this forum will then be used as tweets on our Glidden Twitter. For example, we may retweet someone’s comment “I found that using cloth diapers instead of disposable has saved me $50 dollars in one month!”, or promote current threads, asking our DIY followers to give their advice on a post that reads: “I don’t know what’s the best kind of grout to use and I’m planning on re-tiling my kitchen!”. Twitter parties have worked for Olympic paint, with huge numbers of female DIYers engaging with the brand online to give their tips, so we want to take this idea and make it across all online platforms. Posts on the forum can be pushed from Twitter, to Facebook, and even use craft and DIY project ideas onto Pinterest, which is a huge source for moms (as they are 61% more active on the site than the average American). (2) In our use of outdoor, we are taking this supportive communication women are having online and taking it to the streets where they live. We want to harness the messages we receive from women on our online forum/social media platforms and bring them live to where these women are. Resting on a bus, waiting for the subway, on the train commuting around the city; we want to support these women while they rest their feet, acknowledging their hard work with a positive tweet from a woman balancing life just like herself. We know our target is on the go, lives in urban areas (scoring a 135 and 125 for women and moms, respectively, for living in the largest populated counties), and very busy, so we want to support her busy life with positive quotes from another woman who understands her day-to-day stress. They receive outdoor very well (notice 14

ads at bus stops: 201, taxis: 167, buses: 181, trains: 207) which can be attributed to their low income/city lifestyles, where they take taxis, buses, subways etc. to get around. In the 2010 research study “Delivering a Mom”, 84% out of 1,893 women said they used text-messages, which is not surprising given that moms are 32% more likely to have a smartphone compared to the average American. Given these findings, we realized having a service that texts moms inspirational or helpful tips and quotes from their peers would be a good way for us to introduce Glidden seamlessly into their day-to-day, making us a functionally caring brand that supports the needs of these busy women. (3) A major obstacle facing Glidden’s sales in Walmart is their higher price. We hope to use instore as a way of influencing our target to choose us before ColorPlace at the point of purchase. A major issue, as revealed by our product/competition insight, is that Glidden is the most expensive, but people are going to Walmart to get the least expensive. To get moms attention, we will have large displays all around the Walmart store, targeting departments that moms shop frequently, for example, the toy department, as well as in the paint department where they will be deciding what brand to buy. In the non-paint department promotions, we want to inspire these women to accomplish projects that are attainable despite their very hectic lifestyles. Using our own ideas and ideas submitted by moms on our online forum, we will promote “10-minute projects”, showing that Glidden is the tool for moms to use when they are tight on time (which based on interviews we know is true), but want to do some pretty home improvement. For the paint department stands, where these women are making their choice between ColorPlace and Glidden, we want to emphasize the value moms are getting when they purchase Glidden by telling them they can do X many projects in one year with just one can of paint. And unlike ColorPlace, Glidden has primer built-in, so you don’t have to buy it separately, saving these women money and time. We want Glidden to be a tool provider for moms. Measuring Results: Since the majority of our media is online, gauging the amount of engagement from our target will be easily measured. The number of visits to the online forums site can be measured. Looking at the increase in followers, tweets, and people going onto the Glidden site will show us if our marketing is effecting their interest in Glidden. We can test for reactions 6 months after the campaign is launched within the urban areas to see if the live message outdoor displays are inspiring as they’re supposed to. For in-store, we can estimate impressions based on foot traffic in store, as well as Glidden purchases made.

Creative Brief 1. KEY FACT: DIY projects can bring together empowered communities of women. 2. CONSUMER PROBLEM THE ADVERTISING WILL SOLVE: i. Limited awareness of the Walmart paint department ii. Low cycle of product usage iii. Our target does not take on DIY projects as often as desired iv. Glidden is the highest price paint brand in the paint department, and 60% of shoppers are buying the less expensive ColorPlace 3. ADVERTISING OBJECTIVE: To inspire our target to take on more DIY projects while showing them that Glidden is the tool to help them get these jobs done the best, with the most value, and with the most support. 4. CREATIVE STRATEGY: a) Prospect Definition: i. Product Usage  When buying paint at Walmart, Glidden brand is selected 40% of the time  Our target buys paint at Walmart 76% of the time ii. Demographics:  Female  Minority  Age 25-34  Low income  Skews high in motherhood  Renters iii.

Psychographics  Consider themselves confident, self-assured, and self-efficient  Feel empowered by accomplishing tasks that have traditionally been reserved for men  Are invested in and devoted to their family but are moving towards acceptance of the fact that it is okay to do things for themselves

b) Principal Competition:  At Walmart: ColorPlace  At Other Retailers: Benjamin Moore, Valspar, Behr, Olympic c) Consumer Benefit (or Promise):  Glidden is an all-in-one paint that will ultimately save time and money, ensuring that customers only need one coat and no extra can of primer. d) Reason Why: Our target is busy and on a budget, being that they are working and (often) moms. Emphasizing that Glidden is a one-coat, no-primer needed product will project the easy and quick benefits that work well with our target’s lifestyle. Product: Glidden Paint Date: 12/10/12

Quantitative Survey Research Objectives: To confirm insights from qualitative research and determine consumer’s product and media usage. RQs: 1. What are consumer’s perceptions of themselves in relation to their role as a parent? 2. How does our target feel at different stages of DIY projects? 3. What is the relationship, if any, between how consumers feel about paint products and how they feel about the retailers that sell them? 4. What are the overall levels of brand awareness and loyalty of paint products among members of our target? Methodology (types of questions): We used a variety of question formats, including likert; semantic; ranking; and nominal scale as well as open-ended questions, in our survey and asked questions in the following categories: 1. Brand Awareness 2. Demographics 3. Product Usage 4. Desirable Product Attributes 5. Attitude Toward Retailers 6. Desirable Retail Attributes 7. Negative Drivers/Preventative Influences 8. Parenting Psychographics 9. DIY Drivers 10. Media 11. Brand Loyalty

References Bob, B. (2012, Sept 24). Interview by MC Callaghan [Audio Tape Recording]. Walmart paint salesmen interview., Syracuse, NY. Chesher, M. (2012, 10 26). Interview by MC Callaghan [Personal Interview]., Syracuse, NY. DoItYourself Staff. (2012). HandyWoman Workspace. DoItYourself.com. Retrieved November 30, 2012, from http://www.doityourself.com/stry/ahandywoman workshop Lee, T. (2012). The Personality of Color: How Room Color Affects Mood. About.com. Retrieved from http://budgetdecorating.about.com/od/DecoratingColor Pattern/a/The-Personality-Of-Color-How-Room-Color-Affects-Mood.htm. Mintel. (2010, March). Paint and Wallcoverings – US – March 2010. Retrieved October 9, 2012 from Mintel Reports Database. Mintel. (2012, April). DIY Retailing – US – April 2012. Retrieved October 9, 2012 from Mintel Reports Database. Mintel. (2010, March). Paint and Wallcoverings – US – March 2010. Retrieved October 24, 2012 from Mintel Reports Database. Momitforward.com (2012). Home Improvement: DIY Tips and Tricks for Projects Around the House. Momitforward.com. Retrieved November 30, 2012 from http://momitforward.com/home-improvement-diy-tips-and-tricks-forprojects-around-the-house PrettyHandyGirl.com. (2012). About Me. PrettyHandyGirl.com. Retrieved from November 30, 2012 http://www.prettyhandygirl.com/about-me PR Newswire. (2012, July). Mom.me shares national survey insights on how and when Mom spends Me Time. PRNewswire.com. Retrieved November 30, 2012, from http://www.prnewswire.com/news-releases/if-a-mom-takes-time-for -herself-when-everyone-else-is-asleep-does-it-still-count-162577496.html. Real Simple. (2012). Implications: Inspire Her to Add Herself to the List. Real Simple Women & Time Study 2012. 14. Simmons Market Research Bureau. (2011). Simmons OneView: 2009 data [Fall 2009 NHCS Adult Survey]. Retrieved from http://oneview.experian.com. Wahm.com (2011). Who has more free time? "working moms" or "at-home moms"? Wahm.com. Retrieved November 30, 2012 from http://www.wahm.com/ q-&-a/Who-has-more-free-time-working-moms-or-at-home-moms.html Wal-Mart. (2012) Paints and Primers. Wal-Mart Stores, Inc. Retrieved November 4th, 2012 from http://www.Wal-Mart.com/cp/1067822?povid=cat1067617-env396455moduleA081211-lLinkLHN1Paints_Primers. WhatToExpect.com. (2010, October). Delivering a mom: How today’s new moms learn, decide & buys. Retrieved from http://www.everydayhealth.com/advertise/wp content/uploads/2010/08/delivering-a-mom_11_42.pdf

Appendix Consent Forms Consent Form: Interview Title of the study: DIY/Paint Project Interview October 25, 2012 You are being invited to voluntarily participate in the above-titled research project. The purpose of the study is to understand current attitudes toward DIY and paint-related projects. We are conducting the study to fulfill the class requirement for ADV 509 at Syracuse University. You are selected as a respondent because you fit the profile of our target consumer. If you agree to participate, your participation will involve answering interview questions and completing a collage, which should take no more than 30 minutes altogether. You may choose not to answer some or all of the questions. Please know that we are NOT seeking any personal information. All responses will remain CONFIDENTIAL and are for research purposes only. You may leave the research session at any time before completing it. There are no known risks from your participation and no direct benefit from your participation is expected. Only the principal investigator, research team, and class instructor will have access to the information that you provide. You can obtain further information from the principal investigator, Yoli Worth at 908-763-6821, or Dr. James Tsao at 443-7362. We thank you for your time. Yoli Worth CONSENT STATEMENT: I have read the above comments and agree to participate in this experiment. I understand that if I have any questions or concerns regarding this project I can contact the investigator at 908-7636821 or class instructor: Dr. James Tsao at 443-7362 ________________________________ _______________ (Participant’s signature) (date)

Interviews Moderator’s Guidelines: I. Introduction and Warm-Up • Introductions: Moderator. Notetaker(s). Respondents. • Welcome: Explain purpose of interview (to obtain a better understand current attitudes toward DIY and paint-related projects) • Approach: No right or wrong answers. Open ended questions. Everything is confidential and no names used in report. • Logistics: One moderator;; notetaker in room during interview, interject when appropriate. II. Interview • Go through list of questions, allow for time for respondent to formulate ideas. Allow for extra questions that arise based on participant’s answer(s). III. Collage • Explain collage activity and purpose of activity related to interview and research. • No boundaries in assembling collage;; provide scissors, paper, glue and stack of magazines. Encourage participant to feel good about activity. • After collage is completed, allow participant to explain collage images, assembling process, etc. as much or as little as she wants. IV. Conclusion of interview • Thank participant for her time and participation. • Consensus and interview review Interview Questionnaire: If you were to paint your happy place a certain color, what would it be? If you go redo a room, where would you go for advice? When was the last time you did a DIY project using paint? What brand did you use? If you had a celebrity style icon, who would it be? Least favorite? If you had 50 extra dollars to spend, what would you do with it? What prevents you from doing a DIY project? How would you like friends and family to describe your home? When having a bad day, what do you do to reverse the mood? Who’s the one to suggest doing/taking on a new project around the house: Pick a place where you feel most confident: If you could redo 1 room, which would it be? How often do you undertake home improvement projects? Interview Responses: If you were to paint your happy place a certain color, what would it be? 1. Well this is an interesting answer;; I used to want to paint everything in different colors, I’m going toward white now. Because of art I have, white showcases the art better. I tend toward lighter colors, light green, blue. Adds more light to home. 2. Yellow because it’s bright;; fave color as a child 3. Something bright, yellow maybe? 4. Vibrant yellow – uplifting and awakening. 5. My happy place is my bedroom, which is a creamy beige color, very neutral and serene.

6. A bright blue color 7. I would paint it yellow, because it reminds me of a bright space 8. I would paint it light blue because I want to come home to a calming space 9. I think beige or something neutral because I want to feel organized and clean 10. Anything bright and maybe with an accent wall 11. My happy place is my kitchen which is a neutral gray-tone 12. Maybe a deep blue because I want to feel relaxed when getting away from the craziness of being a mother 13. I’m not sure...My whole house has a neutral theme and I find that to be a calming environment 14. Yellow is a happy color to me but I’m not sure if I would want a room in my house painted that bright 15. I would either paint it blue or yellow, they’re calming 16. I like pale colors, so probably something neutral 17. The colorful the better. My room is bright red right now and it makes me excited, so I would say my happy place is red too 18. I like yellow because it’s sunny and cheerful;; yellow puts you in a good mood 19. I’m not sure…I like all colors… (probe: what are your favorites?)…I like warm colors: red, oranges, and yellows 20. I would paint my happy place a light turquoise; that color has always been a favorite of mine. If you go redo a room, where would you go for advice? 1. Since I’m artistic, I do a lot of searching on internet, totally love DIY stuff. I do not consult interior designers. Used to work in interior design. They seem stiff, formal. -On pinterest all the time “I love pinterest” for lunch ideas, food ideas, cute stuff... definitely really into the home interior stuff. I have an eclectic taste Yeah I’d go there for inspiration—the internet— 2. As in not my husband? He’s extremely handy. Inspiration—online, don’t use Pinterest 3. I like to look things up online. I’m not really into the Pinterest thing. I also watch a lot of design/remodeling shows, when I have the time. 4. Internet, Google 5. Pottery Barn, Home Depot, Lowes, HGTV 6. Pinterest, other design blogs 7. I’d go to the internet to look for room ideas 8. TV shows with DIY ideas give me the best inspiration 9. Probably my friends because their style reflects mine 10. My sisters 11. Probably the paint department at Home Depot 12. I love the style reflected in magazines like Pottery Barn so I usually look through magazines for ideas 13. My friends 14.Definitely my sister. I trust her opinion and style 15. Lowe’s or Home Depot, or I just try it out myself 16. I don’t really need advice when redoing a room, I don’t try anything too crazy 17. My husband? maybe, I’m not sure. 18. My sister, she’s older and does lots of DIY-y stuff so if I need help I ask her 19. Home Depot or another home improvement store

20. I love websites or blogs; I find a lot of helpful tips on blogs. If you had a celebrity style icon, who would it be? Least favorite? 1. no answer //Least: Kardashians -I like not looking like you’re totally broke 2. Not really // Least: no answer 3. Christina Aguilera – changes the color of her hair all the time. // Least: Lady Gaga, too crazy 4. Tori Spelling (Fave) ... Snooki (least) 5. Jennifer Anniston (Fave)..Nicki Minaj(Least) 6. Giuliana Rancic (Fave)...Lady Gaga (least) 7. Oh I don’t know, someone boring (laughter). I don’t like too much skin or sparkles though. 8. (Pause) Probably someone classic like Nicole Kidman 9. I like how Katie Holmes dresses, pretty and chic, even though I can’t afford any of that (laughter). I HATE Nicki Minaj 10. I like classic style like Aubrey Hepburn or Michelle Obama 11. I don’t really pay attention to style, I’m a comfort person 12. Michelle Obama’s style is awesome, I wish I could dress like that everyday. If you had 50 extra dollars to spend, what would you do with it? 1. Put it into groceries—major foodie, want to buy organic for my kids 2. Um, I don’t know, buying something for my kids. 3. Pedicure, I’m on my feet all the time 4. A new Tattoo 5. Manicure 6. I’d probably use it for Flea Market Finds 7. Decorative accents like throw pillows, pictures, etc. 8. If $50 appeared out of nowhere I’d like to get my nails done for once! 9. I’d probably save up for a fun day trip like Six Flags 10. I’d stock up on groceries 11. I would surprise my kids with goodies 12. Probably take a shopping trip to the mall! (Would you buy something for yourself?) Yes, definitely if you’re giving me $50! (laughter) 13. I’ve been wanting an expensive hair treatment so I’d put it towards that 14. I don’t know..maybe a new pair of shoes 15. I would probably buy my son a new winter jacket--those aren’t cheap 16. Shoes! They’re something I love that I never get to buy for myself 17. Probably take my kids shopping 18. I would buy a gym membership because that’s something I’ve been looking into lately 19. Honestly, I would try to save it. We are pretty conscious about saving and getting things straight into the bank for the future 20. I’d take my family out to a nice dinner. We don’t get to do that too often

What prevents you from doing a DIY project? 1. Time 2. Time! time time. Absolutely would love to redo everything—new kitchen, patio, living room. -Do you take on the projects yourself? Me personally not myself, my husband. Carve time out of work schedule to get done 3. Time, by the time I leave here (Schine) I’m exhausted. I don’t have the energy to take on stuff like that 4. time – especially considering that I usually have to do all of the work myself 5. Two crazy children, a fulltime job, otherwise i’d be doing them constantly 6. What doesn’t! Working mostly though. I’m tired at the end of the day 7. Just too busy 8. I’ve had a list of projects I’ve wanted to do from Pinterest for about a month now, I think it’s 50 projects long. I will do them soon, winter vacation is coming up! 9. No time. 10. I mean definitely time. I wish there were 48 hours in a day sometimes 11. My kids. (laughs) Ah, I just feel I’m running around with them constantly. 12. Life, like my job, taking care of the kids, the husband, there’s hardly a moment I get to just relax, let alone take on a project. 13. Our dog. He’s still being trained. 14. Time and money. We would love to improve our home more but just can’t afford it right now. 15. We just don’t have the time, and sometimes not the energy either. 16. Right now we’re focusing on the kids and what they have going on like sports and school. How would you like friends and family to describe your home? 1. comfortable, fun, eclectic, colorful 2. This will never happen, but uncluttered and just homey. I want them to feel calm in my home. 3. Welcoming – I don’t like going to a place where they have the stuffy feeling, ya know? 4. free-spirited, eclectic, colorful 5. Tasteful, homey, Pottery Barnish, kid-friendly, liveable 6. Happy and cheerful 7. I like to have a cozy home, that’s not too stuffy 8. I definitely have an entertaining home, I’m always having people over for fun dinner parties and things. So I guess I want them to think I’m fun (laughter) 9. comfortable. relaxed 10. Well I’d like them to think it’s not messy (laughter), but I don’t think they could at this point 11. I want my friend to feel like they’re at their own home 12. Comfortable 13. I would say like they’re at a nice restaurant: fun and happy to be there 14. Like they want to stay for a sleepover! Just kidding, but I do want them to feel like they could stay for awhile, have some laughs and some drinks. 15. I want them to think it’s clean and put together, which it is sometimes 16. Fun! I have an annual new years party so I do think they think it’s “the place to be” (laughs) 17. I would want people to describe it as relaxed but also tidy 18. I am a neat freak so they definitely will describe it as super clean 19. Interesting. I like to put out coffee table books or conversation pieces and I get compliments on it a lot.

20. Colorful, warm, welcoming. When having a bad day, what do you do to reverse the mood? 1. Listen to music, I like to clean—clean house clears my mind; I like watching home network, funny comedy shows—I’m too busy to be down 2. Distract myself—I guess I try to.. Flicking on the TV, mentally deciding think about something else, change scenery 3. I just try to forget everyone and sit back and catch up on my shows. 4. getting away – going on walks (get away from the cause) 5. Manicure, shoe shop, wine with the girls 6. I like to bake...muffins, cookies...anything sweet and delicious. My kids love them, too. 7. Playing with my children can sometimes reverse my mood (laughs) 8. I have a journal I write in sometimes, so probably writing and getting my thoughts down on paper 9. A bubble bath 10. A day at the spa 11. I love TV so anytime I can relax and watch my favorite shows without interruptions I am in a good mood 12. Cuddling up on the couch with my husband at the end of the day, and watching a movie or something 13. Holding my youngest brings me back to enjoying myself (How young?) Oh, 8 months. She’s so precious. 14. I like curling up with a good book. Especially on rainy days! 15. Playing with my daughter, she brightens my mood. 16. Talking to my husband, he can usually cheer me up! (laughs) 17. Just going for a nice long walk 18. Playing with my dogs 19. Laying in bed or doing something relaxing 20. I exercise when I get a chance, it always makes me feel less stressed Who’s the one to suggest doing/taking on a new project around the house 1. I am 2. Uh, probably me. I don’t like to help with the home improvements;; research on prices, etc. yes. Labor of doing it, no. 3. My husband actually (laughs) but I’m interested in changing things up 4. I do. 5. Mainly me, especially interior; Me for the exterior if it's attached to the house; Husband if yard 6.I like change, home projects have been centered around myself historically – now they’re more centered around Madeleine (1 yr old daughter). I’m usually the one to suggest ideas and projects though. 7. Me (laughs) 8. I have the ideas, and push my husband to do them 9. Usually me--I’m the creative one 10. Me and sometimes the kids... Sometimes they want their room painted a different color. My daughter is all about her room being “princess pink” right now. (laughs) 11. My husband. He’s pretty hands-on with projects.

12. My husband and I tend to suggest projects around the same time (laughs), it’s kind of funny and bizarre, too. 13. Since we rent, we don’t really take on new projects, just little adjustments with furniture and the like.. Pick a place where you feel most confident: 1. probably in my studio—art studio in my house 2. Probably at work, yeah. comfortable—my living room 3. Work I guess, I am in charge here 4. My kitchen – cooking and baking comes easily – don’t follow recipes and throw things together. 5. Board room, Home, Pre-school helping 6. I recently got a promotion at work so that definitely boosted my confidence 7. I like to think I’m a good mother, so I’m confident when I’m with my family 8. My husband and family make me feel confident 9. Probably in my element at work 10. (pause) Umm..probably when I’m at the gym. Working out always has that effect on me 11. I feel confident at work, but I think I am most myself at home with my husband 12. Definitely in my role as a mother 13. I like to think I’m confident in all aspects of life 14. In the kitchen! (laughs) I love to cook 15. I don’t know...at work. People usually turn to me for direction 16. Probably in the kitchen 17. I’m not sure. Probably just as a mom and wife in general 18. I think I’m confident most of the time 19. I’m a pretty good cook! (laughs) So I’d say the kitchen is my niche 20. I’m confident as a mother If you could redo 1 room, which would it be? 1. My kitchen (Why?) So many undone things;; it kind of got remodeled, but things still need to get fixed up;; I’d like to repaint the cupboards—too much wood—almost every man loves wood. We can have wood floors, that’s enough. 2. My kitchen 3. Kitchen 4. My bedroom – it’s plain and boring right now. I hate white walls 5. Master Bedroom! 6. My kitchen! That’s where I spend about half of my time and whenever we entertain that’s where everyone typically gathers 7. Definitely the kitchen 8. My husband and I have yet to personalize our master bedroom, so that’s what we’re looking into doing next 9. Probably the kids’ rooms since they’re starting to grow out of them now 10. My daughter is starting to grow out of her bedroom, so probably that 11. Probably the living room. That’s where we spend the most of our time

12. I’ve always wanted to turn the basement into a finished playroom for my in-home daycare 13. Absolutely the kitchen. Family and friends always seem to make their way in there! 14. I think either the kitchen or master bedroom 15. I rent an apartment so I’m not allowed to paint the walls...If I could, it would probably be my bedroom 16. The kitchen is in desperate need of an update 17. Probably my kitchen 18. I’d give my daughter’s room an update since she’s starting to grow out of her current room 19. I would turn our spare bedroom into an office 20. I guess our master bedroom. We haven’t even gotten to that yet How often do you undertake home improvement projects? 1. I do something little almost every weekend; as far as actual projects, maybe every 3 months 2. As necessary; our kids are 2/1 yr apart; redid the kids rooms. 3. Well we actually repainted my living room a few weeks ago, but we do it as necessary 4. As necessary – if I owned my home I would do them all the time. Love taking things apart and fixing them. In the process of looking for a home now. Also, not allowed to paint in current apartment – found other ways for walls not to be white (murals, tapestries) 5. constantly! -- we live in a six-year-old-home - we just like to change stuff up every now and again 6. Not often at all. We just don’t have the time or money 7. I’ve recently been taking on little DIY projects that I see on Pinterest that can add accents to our home. But in terms of big projects like painting a room, rarely. Every five years or so. My husband hates painting 8. Never, unfortunately. Renting a home denies the opportunity for painting so I rely on wall art like tapestries or paintings 9. Probably every two or three years. I tend to get sick of a color quickly and our rooms are small enough that my husband doesn’t mind painting 10. I’m not sure. Maybe once every five years? 11. I can’t remember the last time I painted a room 12. I am constantly antique shopping, so I like to think my home is always improving by adding new little accents 13. Not very often 14. Whenever I have time 15. On weekends I try to get one things done, so I try to every weekend 16. When I can think of something I want to do, it usually takes me a month to do it 17. I do DIY probably once or twice a year, my family is just so busy 18. Not as often as I’d like... 19. Maybe twice a year we’ll attempt to improve some part of the house, painting the outside or rearranging the living room, stuff like that. 20. Maybe once a year What kind of paint did you use for your last project? (Probe: Why?) 1. I got paint from Lowe’s, not sure of the brand 2. I picked the color but my husband went to get it; he knows better than me about specific tools

3. I think it was Behr 4. I’ve actually never painted a room! (laughs) 5. I don’t remember. I went to Walmart and got whatever they suggested 6. My husband bought it when we painted my son’s room last year, I think it was Glidden 7. Last time we painted it was the front porch swing and we just used white paint we had leftover in the basement, not sure what brand 8. I figure paint is paint, I don’t really care. I go for cheap (laughs) 9. Last weekend I painted this small side table and I used a black I found in my basement 10. I would have no idea (laughs)…I don’t remember 11. My husband likes to buy Glidden but I think it’s expensive so I make him get the cheap stuff (laughs) 12. I haven’t painted in a long time. I’m not sure.

Qualtrics Survey

Customer Profile

Simmons