Masco Corporation
Taylor, Michigan/USA
www.masco.com17
PUBLIC COMPANY
YEAR ESTABLISHED: 1929
REVENUE: $1.493 billion ▲ (2010: 1.4bn)
MARKETS SERVED
• Architectural coatings
Masco Corporation produces architectural coatings in- cluding paints, primers, specialty paint products, stains and waterproofing products. The products are sold in
the U.S., Canada, China, Mexico and South America under the
brand names Behr, Kilz and Expressions to DIY and professional
customers through home centers, paint stores and other retailers.
Sales of architectural coatings comprised $1.493 billion in 2011,
which was slightly more compared with last year’s revenue. The
firm’s high profile Behr products are sold through The Behr Process
Corporation to The Home Depot, the segment’s and company’s
largest customer. 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.
Behr’s product offering was enhanced by the introduction of the
Behr Premium Plus Ultra interior paint, which is a high-quality, low
18
DAW (Deutsch AmphibolinWerke)
Ober-Ramstadt, Germany
www.caparol.de
PRIVATE COMPANY
YEAR ESTABLISHED: 1895
REVENUE: $1.4 billion — (2010: 1.4)
MARKETS SERVED
• Architectural coatings
KEY EXECUTIVES
Richard Manoogian, chairman; Timothy Wadhams, president and CEO; Donald DeMarie,
executive vice president and COO.
volatile organic compound, interior paint and primer in one. Masco
said the loss of this segment’s sales to The Home Depot would have
a major adverse effect on its overall business. Masterchem Industries, manufacturer of architectural coatings including its flagship Kilz brand products, recently introduced its latest
innovation—Kilz Pro-X Interior Latex Paint. Engineered for
painting and wall covering contractors, general contractors, residential remodelers, commercial and property managers, as well
as professionals involved in new construction, Kilz Pro-X is sold
exclusively through The Home Depot. Kilz Pro-X is available in
two series— Kilz Pro-X – 300 Series and Kilz Pro-X – 100 Series. The 300 series is a high-quality interior latex paint series
that offers premium performance with an environmental edge.
The 100 series is an economical production grade interior latex
paint series ideal for ceilings and walls. It can be tinted to five
classic white colors.
KEY EXECUTIVES
Ralf Murjahn, CEO
The parent company of the Caparol Group is the Deutsche Amphibolin-Werke von Robert Murjahn Stiftung & Co KG (DAW). DAW was founded in 1895 and today carries out
the central functions such as purchasing, production and finances.
DAW is the leading German decorative paint manufacturer with
sales of approximately $1.4 billion, all in the decorative coatings
segment. The Caparol brand is the leading brand within the DAW
Group. The marketing activities are subdivided into six strategic
business units. In the professional business unit high quality
paints, enamels, glazes, chemical building products and materi-
als for facades and insulation technology are marketed under the
brands Caparol, Alligator and Alsecco for professional users. The
product range of the brand Alpina, which is active in the DIY
business unit, is mainly composed of environmentally friendly,
non-noxious, easily worked and high quality decorative paints,
enamels and glazes and is aimed at the end-user. The wholesale
business unit comprises an extensive range of services for the
professional paint wholesalers provided by the company Caparol
Marketing Service (CMS). The industrial business unit is sup-
ported by the company Caparol In dustrial Solutions whose
products and services are exclusively orientated to the require-
ments of industrial customers. Lastly, the Nerchau decorating
and artist’s paints is located in Saxony and produces high qual-
ity paints for educational, hobby and artistic requirements. With
3,700 employees and a large number of production sites at home
and abroad, the Caparol Group is one of the leading companies
for paints, enamels and building protection in Europe. In the pro-
fessional and also DIY markets the company with its headquar-
ters in the Rhine-Main region is the market leader with its brands
Caparol and Alpina.
60 | Coatings World
www.coatingsworld.com
July 2012
