In a move to boost its competitive footing against the warehouse home centers, Ace Hardware Corp. is planning a paint-and-primer-in-one launch later this year.
Ace executives describe the paint as a "flagship new product" by providing convenience and ease of application. The branding of the new product will be unveiled when the launch occurs, possibly during the third quarter of this year.
Around the industry, Home Depot's paint-and-primer in one from Behr has been described as a big success by the Atlanta-based retailer's merchandise team. And True Value introduced its EasyCare Platinum 2-in-1 paint last month.
At Ace, the paint category is seen as a key arena in its effort to grow sales and boost traffic. "Our goal is very clear," said John Surane, Ace Hardware Corp.'s VP merchandising, advertising, marketing and paint. "Launch an extremely exciting environment and a consumer-relevant program that is more profitable for Ace retailers."
Speaking at the recent Ace Convention and Exhibits in Chicago, Surane said the co-op is engaging its members to fine-tune its program, which employs a two-brand strategy involving Benjamin Moore and its own Ace brands.
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Gee...just in case you didn't
Gee...just in case you didn't know (and, apparently you didn't) Ace isn't "first out of the gate" to meet the Home Depot marketing gimmick challenge, i.e. "Paint-and-Primer-In-One". Valspar (through Lowes and a host of independent hardware store retailers) and PPG (through Menard's and other independents) have met the challenge and entered the fray long before Ace. Just as a note for your "Ace PR-arm-repeat-the-press-release-verbatim" people.
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Why is Retailing Today
Why is Retailing Today touting Ace's acceptance of this marketing ploy as gospel -- as if Ace's move in this direction now gives it validity. ...or you could just stop reprinting Ace Press Releases.
Home Depot/Behr started the marketing game of "Paint & Primer in One"...but nearly everybody (Lowe's with Valspar products,as well as other wholesalers such as United Hardware with Valspar products); Benjamin Moore, Sherwin Williams, PPG (at Menard's)...other smaller manufactuers...) besides Ace had already "fallen in line" with the HD marketing gimmick. Certainly, some of the "smaller" players in the industry didn't get that kind of notice and "puff" when they brought the concept to their customers.
If you really wanted to break some ground, do a story on the marketing gimmick behind the "Paint and Primer in One" -- read the label "...you should apply a coat as a primer then top coat with one or two more coats." It's what a quality paint has always done. I thought that Retailing Today was about reporting on the industry...not about PRing for the industry...
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