Case study
PPGCoatings Belgium
In the Netherlands, PPG Industries is best known for its PPG coatings and paints of the Sigma, Histor and Rambo brands. PPG works every day to develop and deliver the paints, coatings and specialty materials that customers have relied on for more than 135 years. PPG operates in more than 75 countries and serves customers in the construction, consumer products, industrial, transportation and aftermarkets.
The market situation
The Histor brand was not sufficiently top of mind in Belgian DIY stores. The store personnel in the paint departments of the large chains had too little knowledge and feeling for the brand and the various inspiration concepts, color collections and ColorTesters that make Histor so successful in the Netherlands.
The challenge
Give the paint specialists at major hardware stores a good reason to engage in conversation with PPG field sales and get them excited about Histor.
The solution
Together with HCM, PPG developed the Histor introductory box, which was personally delivered by the field service to the paint specialists of Belgian DIY stores. The box is a treat for paint specialists to unwrap. In addition to a magazine and an explanation of the concepts, the package includes ColorTesters, pens, notepads, key chains/beer bottle openers and candies that were placed on the paint mixing counter of the DIY stores. HCM carefully assembled the boxes, packaged them and organized the logistics for distribution to PPG field service workers.
The results
The Histor introductory box has made a major contribution to giving Histor a prominent place in DIY stores in Belgium. It has also ensured that the PPG field service has become a point of contact and inquiry for paint specialists in Belgian DIY stores.
The results
The Histor introductory box has made a major contribution to giving Histor a prominent place in DIY stores in Belgium. It has also ensured that the PPG field service has become a point of contact and inquiry for paint specialists in Belgian DIY stores.