PPG Architectural Coatings Unveils U.S. Brand Strategy to Better Serve the Professional Customer
April 23 2014 - 1:00PM
Business Wire
In an effort to maximize its position to serve the professional
customer, PPG Industries’ (NYSE:PPG) architectural coatings
business announced a comprehensive pro brand strategy in the U.S.
that will leverage its brand assets in three key channels of paint
distribution. The strategy includes the rebranding of its U.S.
company-owned paint stores, an expanded brand and product offering
through independent paint dealers, and the expansion of a pro
customer program at The Home Depot. With these initiatives, PPG
underscores its unique position as the only company with a major
presence in all three distribution channels capable of supplying to
the professional contractor.
“The professional customer represents approximately 60 percent
of the paint purchased and applied in the United States and is an
extremely important part of our business,” said Scott Sinetar, PPG
vice president, architectural coatings, North America. “We pride
ourselves on being the best in the industry at meeting the needs of
the pro, and this clarified brand alignment helps us demonstrate
that position.”
Sinetar continued, “We want to effectively reach all types of
professional customers regardless of where they live and where they
want to buy their paint.” With more than 600 PPG company-owned
paint stores, 5,000 independent dealer locations and 2,000 home
center outlets, PPG offers more distribution options for the
professional across the United States than any other paint
manufacturer.
- PPG Company-Owned Stores –
Leveraging the Power of the PPG Brand: All 600+ U.S. PPG
company-owned stores currently operating under the PPG PITTSBURGH
PAINTS®, PPG PORTER PAINTS® and GLIDDEN PROFESSIONAL® brands will
be rebranded under a newly developed PPG® Paints brand by the fall
of 2014. “The new PPG Paints brand will enable us to leverage the
equity of the PPG brand to establish one, unified store footprint
from the Atlantic to the Pacific,” said Tom Dougherty, PPG director
of pro marketing, architectural coatings. “This will enable us to
focus our marketing investment in one brand that is recognized by
all pro audiences anywhere in the country. This is important, as
many professional painters and project specifiers cross state and
regional lines. We want them to know that regardless of where their
next project may be, they can count on PPG Paints to be there to
help them get it done.” Dougherty added that the PPG Paints brand
will also be available for independent dealers that want to
leverage the power of PPG to reach professional customers.
- Independent Dealers – More Brands,
More Products, and More Opportunities than Ever Before: The
2013 acquisition of AkzoNobel’s North American decorative coatings
business significantly enhanced PPG’s stable of brands available to
serve the pro through the independent dealer network, and it made
possible the creation of a new, dealer-exclusive brand that will
combine the heritage of the PPG Pittsburgh Paints and DEVOE®
brands. The completely new PPG Pittsburgh Paints brand, which will
launch in late 2014, will incorporate some of the best-known Devoe
paint sub-brands under the PPG Pittsburgh Paints parent brand and
be available to professional customers only through independent
dealers. “The uniting of the strong equities of the PPG Pittsburgh
Paints and Devoe Paints brands into this completely redesigned
brand offers a powerful option to dealers who want to support a
brand that will not be in company stores and home centers,” said
Dougherty. “We’re really excited to be able to offer this option to
our dealers as one of many in our portfolio.”In addition to the
soon to be re-launched PPG Paints and PPG Pittsburgh Paints brands,
the other strong brand options from PPG for independent dealers
include the PPG Porter Paints and GLIDDEN® brands. Finally, a
recent PPG acquisition of a minority equity stake in The Coatings
Alliance enables the company to add the super-premium C2® Paint
brand to its industry-leading dealer portfolio.“Simply put, the
independent dealer is a critical component of our strategy to reach
the professional customer, and we are really proud to be able to
work with our dealers to offer many options,” said Dougherty.
- Home Center – Expanding Options for
the Pro: PPG and The Home Depot will work more closely together
to grow pro paint sales through the world’s largest home center by
leveraging the Glidden Professional brand. An expanded Glidden
Professional product presence in stores will be supported with
joint marketing and sales efforts to build the pro business with
this key customer beginning in May.
“It’s truly an exciting time to be a part of PPG, a company that
has a strong heritage in quality, durability, performance and
serving the professional customer,” said Sinetar. “We are confident
these strategic moves and brand enhancements put us in a position
to serve the pro better than ever. Our well-respected brands and
products, knowledgeable workforce and unmatched distribution
opportunities are a good formula for success for us and our
customers.”
PPG: BRINGING INNOVATION TO THE SURFACE.(TM)PPG
Industries' vision is to continue to be the world’s leading
coatings and specialty materials company. Through leadership in
innovation, sustainability and color, PPG helps customers in
industrial, transportation, consumer products, and construction
markets and aftermarkets to enhance more surfaces in more ways than
does any other company. Founded in 1883, PPG has global
headquarters in Pittsburgh and operates in nearly 70 countries
around the world. Net sales in 2013 were $15.1 billion. PPG shares
are traded on the New York Stock Exchange (symbol:PPG). For more
information, visit www.ppg.com and follow @PPGIndustries on
Twitter.
Bringing innovation to the surface is a trademark and the PPG
Logo is a registered trademark of PPG Industries Ohio, Inc.Glidden,
Glidden Professional, PPG Pittsburgh Paints and PPG Porter Paints
are registered trademarks of PPG Architectural Finishes, Inc.Devoe
is a registered trademark of AkzoNobel.The Home Depot is a
registered trademark of Homer TLC, Inc.C2 is a registered trademark
of The Coatings Alliance, LLC.
PPG Architectural CoatingsKatie Kirkpatrick,
724-742-5352katie.kirkpatrick@ppg.com
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