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.
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
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.
