Masco
Sales: $1.53 billion
Living in a
BEHR market
Company Facts:
Masco Corp.’s decorative architectural products business unit
includes its paints and stains
business, which posted sales of $1.53 billion
in 2007. The products are sold in the U.S.
and Canada under the brand names
BEHR, KILZ and Expressions to the DIY
and professional markets through home
centers, paint stores and other retailers.
BEHR products were also recently introduced in China. The KILZ brand is sold in
North America through home center
retailers and discount retailers, and
through hardware stores, paint stores and
dealers.
Spearheaded by the high-profile
BEHR brand, which is sold through The
Home Depot, the segment’s and the
company’s largest customer, the company claims that it is the largest supplier
of architectural coatings to the North
American DIY market. The paint
departments at The Home Depot stores
include the BEHR color center and computer kiosk with the Color Smart by
BEHR computerized color-matching
system that enables consumers to select
and coordinate their paint color selection. The loss of The Home Depot as a
customer would significantly impact
the segment’s business and that of the
company as a whole.
Masterchem Industries’ KILZ Complete is
the newest addition to the brand’s lineup.
KILZ Complete is an interior/exterior oil-based sealer and primer with superior
stainblocking characteristics and the convenience and flexibility of multi-surface
performance, which debuted in home retail
stores nationwide in early 2008.
During the year, BEHR introduced
a new kitchen and bath enamel coating. With improved mildew and
stain resistance, the new coating
contains NanoGuard technology.
BEHR also recently introduced
BEHR Premium Plus Ultra, a patent
pending exterior paint and primer in
one that features both NanoGuard
technology and improved protection
against damage from sunlight, moisture, stains and dirt
Masco Corporation
21001 Van Born Road
Taylor, MI 48180 USA
Tel: (313) 274-7400
www.masco.com
• 2007 SALES REVENUE: $1.53 billion
(2006 SALES: $1.3 billion)
• KEY PERSONNEL: Richard Manoogian, executive chairman; Timothy Wadhams, president
and CEO.
• MAJOR PRODUCTS: Architectural and decorative paints, coatings and stains.
NORTH AMERICAN CONSUMERS PREFER BEHR
BEHR interior paint tops the list in providing customer satisfaction,
according to the J.D. Power and Associates 2008 Interior Paint Satisfaction
Study. The study, now in its second year, measures
customer satisfaction with interior paint by examining six factors: appearance and application features;
application performance; design guides and instructions; durability performance; price; and warranty/guarantee. BEHR ranks highest in customer satisfaction with interior paint, achieving a customer satisfaction index score of 779 on a 1,000-point scale, and
performs particularly well in the price and design
guides and instructions factors.
