• Architectural Coatings
• Wall Coverings
• Industry Scenario: Political, Economic, Social and Technological Analysis
• Political Factors
• Economic Factors
• Social Factors
• Technological

• Product Trends
• Lifestyle Trends
• Color and Style Trends
• Advertising
• New Product Introductions
• Retail
• Company-Owned Stores
• Mass Merchants
• Independent Dealers
• E-commerce

• Home Improvement Activity
• Interior Paints
• Exterior Paints
• Consumer Attitudes Influence Paint Buying
• DIY

Chapter 2 The Market

• Overview
• Paints
• Solvent-Based Paints
• Water-Based Paints
• Wall Coverings
• Wall Tiles
• Wallpapers
• The Market
  • The $9.1 Billion Paints and Wall Coverings Market
  • Figure 2-1 U.S. Paints and Wall Coverings Market Sales, 2000-2004
  • Table 2-1 U.S. Paints and Wall Coverings Market Sales by Category, 2000-2004
  • Table 2-2 U.S. Shipments of Paints and Wall Coverings by Category, 2000-2004
  • Market Share
  • Figure 2-2 Market Share of U.S. Paints and Wall Coverings, 2004
  
  
• Architectural Paints
  • Overview of Total Paint Industry
  • Figure 2-3 U.S. Paint and Allied Products Shipment Share by Category, 2000-2004
  • Table 2-3 U.S. Export of Paints and Coatings, 2003-2004
  • Table 2-4 U.S. Import of Paints and Coatings, 2003-2004
  • Architectural Paints
  • The $8.4 Billion Architectural Paints Market
  • Table 2-5 U.S. Architectural Paint Market, 2000-2004
  • Interior Paints Set to Dominate
  • Table 2-6 U.S. Architectural Paints Shipments by Category, 2000-2004
  • Table 2-7 U.S. Architectural Paints Shipments by Category, 2000-2004
  • Interior Paints
  • Water-Type Interior Paints
  • Table 2-8 U.S. Shipment of Water-Type Interior Paints, 2000-2004
  • Table 2-9 U.S. Shipment of Water-Type Interior Paints, 2000-2004
  • Solvent-Type Interior Paints
  • Table 2-10 U.S. Shipment of Solvent-Type Interior Paints, 2000-2004
  • Table 2-11 U.S. Shipment of Solvent-Type Interior Paints, 2000-2004
  • Exterior Paints
  • Water-Type Exterior Paints
  • Table 2-12 U.S. Shipment of Water-Type Exterior Paints, 2000-2004
  • Table 2-13 U.S. Shipment of Water-Type Exterior Paints, 2000-2004
  • Solvent-Type Exterior Paints
  • Table 2-14 U.S. Shipment of Solvent-Type Exterior Paints, 2000-2004
  • Table 2-15 U.S. Shipment of Solvent-Type Exterior Paints, 2000-2004
  
  
• Environmental Issues and Paint
  • Clean Air Act
  • VOC
  • The Green Building Movement
  • Regulations
  • Table 2-25 Selected Architectural Paint Categories and VOC Limits
  • Lead
  • Regulation on Lead
  • Lead and Historic Houses
  • Mercury
  • Wall Coverings
  • Wall Tiles
  • Table 2-16 U.S. Wall Tiles Market, 2000-2004 (in million $)
  • Table 2-17 U.S. Shipment of Floor and Wall Tiles, 2000-2004 (in million $)
  • Table 2-18 U.S. Export of Ceramic Wall and Floor Tiles, 2003-2004 (in thousand $)
  • Table 2-19 U.S. Import of Ceramic Wall and Floor Tiles, 2003-2004 (in million $)
  • Wallpapers
  • Table 2-20 U.S. Wallpapers Market, 2000-2004
  • Table 2-21 U.S. Shipment of Wallpapers, 1992-2004
  • Table 2-22 U.S. Export of Coated and Laminated Paper, 2003-2004
  • Table 2-23 U.S. Import of Coated and Laminated Paper, 2003-2004
  • Market Projections
    • Overall Market to Reach $13.3 Billion by 2009
    • Figure 2-4 Projected Market for Architectural Paints and Wall Coverings, 2004-2009
    • Table 2-24 Projected U.S. Paints and Wall Coverings Market Sales by Category, 2004-2009

Chapter 3 Political, Economic, Social and Technological (PEST) Analysis

• Overview
• Political Trends
  • Ecological/Environmental Regulatory Issues
    • States Lead the Way in Formulating VOC Emission Norms
    • Table 3-1 U.S. Regulatory Timeline — VOCs, 1960’s to 2005
    • VOC Regulations Toughen in Northeastern States
    • California’s Fee Program for VOC emissions
    • Paint Manufacturers Backtrack — Sherwin-Williams vs. Pennsylvania
    • EPA May Investigate New Standards for VOC Emissions
    
    
  • VOC Regulations in Other Countries
    • European Union — Roadmap on VOC Reductions
    • Table 3-2 E.U. VOC Road Map, 2007 and 2010 (in grams/litre)
    • Canada Proposes Stringent VOC norms
    • Table 3-3 Proposed VOC limits by Environment Canada
    • South Korea
    
    
  • Tariffs and Trade Issues
    • European Ceramic Tile Importers Suffer From Dollar Depreciation & Higher Shipping Costs
    • Chinese Ceramic Tile Imports Grow Rapidly
    • Table 3-4 General Imports Tariffs on Ceramic Tiles, 1991-2004
    • Figure 3-1 Tariff and Import Trends of Ceramic Tiles, 1991-2004
    • Table 3-5 Import Tariffs on Ceramic Tiles From Countries With Special Tariff Treatment, 1991-2004
    • Regulatory Outlook
  
  
• Economic Trends
  • U.S. Economic Situation
  • Growing U.S. Economy
  • Figure 3-2 Quarterly Change of Real GDP and Real Personal Consumption expenditures, 2001-2004
  • Table 3-6 Quarterly U.S. GDP and Consumption Expenditures on Housing, 2004
  • Rise in Interest Rates
  • Table 3-7 The U.S. Economy and Interest Rates, (%) 2003-2005
  • Figure 3-3 Monthly Federal Fund and Mortgage Rates (%), 1999-2005
  • Economic Outlook
  • Table 3-8 Forecast of Economic Indicators, 2004-2010
  • Figure 3-4 Projected Interest Rates (in %), 2004-2007

• New Construction Market
  • Table 3-9 Annual Value of Constructions in the U.S. (In million $), 2002-2004
  • Best New Residential Starts in 26 Years
  • Table 3-5 Yearly Housing Starts, (Thousands of Units), 1999-2004
  • Figure 3-6 Quarterly Housing Starts for Single and Multi-family Units (In thousand units), 1999-2004
  • Single Family Unit Starts
  • Figure 3-7 Quarterly Housing Starts of Single Unit, by Region (In thousand units), 1999-2004
  • Multi-family Unit Starts
  • Figure 3-8 Quarterly Housing Starts of Multi-family Unit, by Region (In thousand units), 1999-2004
  
  
• Remodeling Market
  • Table 3-10 Residential Improvement and Repair Expenditure by Region (In million $), 1999-2003
  • Remodeling Market Index
  • Remodeling By Region
  • Figure 3-9 Remodeling Market Index by Region, 2001-2004
  • The Do-It-Yourself (DIY) Market
  • Table 3-11 Homeowners’ Reasons to Opt for DIY
  
  
• Housing Outlook — Mixed Signals
  • Housing Activities to Slow Down, But…
  • Figure 3-10 Projected Housing Starts (in Thousands), 2004-2007
  • Housing Bubble!
  • Figure 3-11 Projected House Sales (in Thousands), 2004-2007
  • Mortgage Rates Continue To Drop, Aiding Housing Market
  • New Home Sales at All Time high, But Prices Down
  • Existing Homes Sales Slow, But Prices Up
  • Non-residential Construction Back on Track
  • Remodeling Industry Set To Grow
  • Figure 3-12 U.S. Home Improvement Product Market (In billion $), 2004-2009
  
  
• Social Trends
  • Demographics Chapter 3 Political, Economic, Social and Technological (PEST) Analysis [Cont.]
    
    • West Leads Population Growth
      • Table 3-12 U.S. Population by Region, 2000-2004
      • Growing Ethnic Population
      • Table 3-13 U.S. Population by Race, 2000-2004 (in thousands)
      • Table 3-14 Demographics for the Hispanic Market, 2000-2004 (in thousands)
      • Purchasing Power
      • Table 3-15 Hispanic Buying Power (In billion $), 2000-2004
      • Table 3-16 U.S. Consumers’ Buying Power by Race (In billion $), 2000-2004
      • Table 3-17 Largest Minority Markets, by Purchasing Power (in billion $), 2004
      • Ethnic Spending on Home Improvement
      
      
    • Household Formation
      • Table 3-18 American Household Structure (1980-2020)
      • Figure 3-13 Percentage Share of Homebuyers by Marital Status, 2003
      
      
    • Age Structure
      • Table 3-19 U.S. Population by Age, 2000-2003 (in thousands)
      • Figure 3-13 Percentage Share of Homebuyers by Age, 2001-2003
      • Figure 3-14 Home Improvement Spending Share by Generation, 2003
      • Table 3-20 Baby Boomer Populations by Age, 2004
      
      
    • Outlook
      • Table 3-21 Residential Population Share by Age Group, 2000-2015
      • Baby Boomers and Elderly Population
      • Minority Groups
      • Table 3-22 Projections of U.S. Population by Race and Hispanic Origin (in million), 2000-2015
      • Table 3-23 Ethnic Purchasing Power 2004-2009 (in $ billion)
      
      
    • Technological Trends
      • Overview
      • Need for Technology Drives Industry Consolidation
      • Investment in R&D
      • Table 3-24 R&D Investment by Major Paint Companies, 2004
      • Technological Progress Lags Market Demand
      • Low VOC Challenge — Open Time and Durability
      • The Need for Manufacturer Supplier Coordination
      • Some Technological Developments
      • Nanotechnology Applications for low VOC Paints
      • Technology in
      • Tiles and Wallpapers
      • Outlook

Chapter 4 The Marketers

• Overview
  • Paint Industry
  • Industry Structure
  • Table 4-1 Paint & Coating Manufacturing Industry Statistics by Employment Size, 1997-2002
  • Acquisition-Characterized Industry
  • Marketers
  • Figure 4-1 Most Preferred Paint Brands, 2004
  • Table 4-2 U.S. Market Shares of Paint Brands, 2001-2004 (%)
  • Figure 4-2 Quality Ratings for Major Paint Brands (2001- 2004)
  • Wall Coverings
  • Ceramic Wall Tiles
  • Industry Structure
  • Table 4-3 Ceramic Wall and Floor Tile Industry Statistics by Employment Size, 1997-2002
  • Marketers
  • Figure 4-3 Most Preferred Ceramic Tile Brands, 2004
  • Figure 4-4 Quality Ratings for Major Ceramic Tile Brands (2001-2004)
  • Table 4-4 U.S. Market Shares of Ceramic Tile Brands, 2001-2004 (%)
  • Wallpaper
  
  
• Company Profiles
• Paint
• Sherwin-Williams
  • Overview
  • Company’s Snapshot
  • Figure 4-5 Sherwin-Williams Sales by Operations, 2004
  • Acquisitions
  • Product Line
  
  
• PPG Industries Inc.
  • Overview
  • Company’s Snapshots
  • Figure 4-6 Markets Served by PPG, 2004
  • Acquisitions
  • Product Line
  
  
• Valspar Corp.
  • Overview
  • Company’s Snapshots
  • Acquisitions
  • Product Line
  
  
• ICI Paints in North America
  • Overview
  • Company’s Snapshots
  • Tie-ups
  • Product Line
  
  
• Akzo Nobel Coatings, Inc.
  • Overview
  • Company’s Snapshots
  • Operations
  • Product Line
  • Figure 4-7 Segment Share of Akzo Nobel Coating Business, 2004
  
  
• Benjamin Moore
  • Overview
  • Company’s Snapshots
  • Product Line
  
  
• Behr Process Corp.
• Overview
• Product Line

• Overview
• Company’s Snapshots
• Product Line

• Overview
• Product Line

• Overview
• Product Line

Chapter 5 Marketing Dynamics

• Industry Dynamics
  • Rising Costs
  • Figure 5-1 Price Index for Architectural Paints and Wall Coverings, 1995-2004
  • Seasonal Variation
  • Figure 5-2 Quarterly Variation of Shipment of Architectural Paints, 2003-2004
  • Figure 5-3 Quarterly Variation of Shipment of Clay Floor and Wall Tiles, 2003-2004
  • Acrylic Acid Shortage
  • Steel Shortage
  
  
• Product Trends
  • VOC Products
  • Faux Finishing
  • Licensing Agreement
  • Regional Paints
  • Packaging
  • Energy Efficiency and Paints
  • Easy Peel Wallpaper
  • Environmental Friendly Wallpaper
  • Larger Wall Tiles
  • Organic Paint
  
  
• Lifestyle Trends
  • Cocooning to Hiving
  • Updating Personal Styles
  • Table 5-1 U.S. Residents’ Reasons for Home Remodeling
  • Table 5-2 U.S. Residents’ Reasons for Home Painting
  • Designer Kids
  • More Space, More Area
  • Table 5-3 Number of One-family Units Completed by Square Feet per Unit, 1990-2004
  • Table 5-4 Number of Multi-family Units Completed by Square Feet per Unit, 1990-2004
  • Table 5-5 Number of Bathrooms in Completed Housing Units, 1990-2004
  • Luxury Home Improvement -- $5,000+ Spent on Annual Improvements
  
  
• Style Trends
  • Media and Color
  • Paint and the Fashion Industry Branded, Celebrity and Designer Products
  • Color and the Economy
  • Historic Colors
  • Popular Colors
  • Color and Retail
  • Customization and Personalization
  • Intense Graphics
  • Alternative Wallpaper
  • Shimmer and Shine
  
  
• New Product Introductions
  • Table 5-6 Selected New Product Introductions, 2004-2005
  
  
• Advertisement and Promotions
  • Positioned as Environmental Friendly
  • Table 5-7 Consumer Word Association in Response to “Newly Painted Room”
  • Consumer Versus Professional
  • Catalogs
  
  
• Retail
  • Regional Retailing
  • Changing Retail Landscape
  • Figure 5-4 Distribution Channel for Paints, 1999-2004
  • Table 5-8 Consumer Information Source for Home Improvement
  • Figure 5-5 Consumer’s Preferred Channel for Interior Paints, 2004
  • Company-Owned Stores
  • Signature Store Program
  • Mass Merchants
  • Women Dominant in Mass Merchant Customer Base
  • Do-It-Herself
  • Table 5-9 Gender Comparison of Preference for DIY and Professional Remodeling Service, Index, 2004
  • Independent Dealers
  • Color Your Life Program
  • DIY to DIFM (Do-It-For-Me)
  • Paint and Wall Covering Contractor Demographics
  • Figure 5-6 Work Done by Paint and Wall Covering Contractor by Construction Segments, 2002
  • Table 5-10 Paint and Wall Covering Contractor Distribution by States, 1997-2002
  • E-commerce
  • Technology and Color

Chapter 6 The Consumer

• Introduction
• Simmons Survey
• Home Improvement Spending
  • Figure 6-1 Total Home Improvement Spend Pattern by % of U.S. adults
  • Baby Boomers Lead the Way
  • Higher Incomes, Higher Spending
  • Residence Kind and Type
  • Other Demographics of Home Improvement Expenditure
  • Table 6-1 Demographic Profile of U.S. Adults’ Spending on Home Improvements ¯ Total Expenditures, 2004
  • Interior Painting Popular
  • Table 6-2 Home Improvements Spends by Category, % of U.S Adults, 2004
  • Table 6-3 Expenditures on Painting, by Type of Property (in million $), 1999-2003
  • Exterior Paints
  • High Income Groups Skew Toward Purchase
  • Table 6-5 Demographic Profile of U.S. Adults Spending on Exterior Paints, 2004
  • Other Demographic Influencers for Exterior Paint Purchase
  • Behr the Top Exterior Brand
  • Table 6-6 U.S. Consumers Favoring Exterior Paints, by Brand, 2004 (%)
  • Interior Paints
  • Influenced By Brands and Price
  • Figure 6-2 Drivers for Interior Paint Purchases
  • Skew Toward Water-Based Paints
  • Table 6-7 U.S. Consumers Using Interior Paint By Type, 2004 (%)
  • Educated Population Skewed Towards Environmental-Friendly
  • Products
  • Other Demographic Influencers for Interior Paints
  • Table 6-8 Demographic Profile of U.S. Adults Using Different Types of Interior Paints, 2004
  • Behr Top Interior Paint
  • Table 6-9 U.S. Consumers Favoring Interior Paints By Brand, 2004 (%)
  • Table 6-10 Demographic Profile of Adult U.S. Consumers Preferring Interior Paints By Brand, 2004
  • Interior/Exterior Staining
  • Table 6-11 Preference of Interior/Exterior Staining Types, 2004
  • Table 6-12 U.S. Consumers Favoring Interior/Exterior Staining, by Brand (%), 2004
  • Wall Coverings
  • Table 6-13 Home Improvement Spend Pattern of U.S. Adults on Wall Coverings (%)
  • Table 6-14 Home Remodeling Spend Pattern for Wall Coverings, 1999-2003 (in thousands)
  • Table 6-15 Work Done on Wall Coverings: Number of Households
  • General Attitude of U.S Customers
  • Table 6-16 U.S. Consumers’ Attitude Toward Home Improvement by Percentage, 2004
  • Elderly and Women Interested in Home Decor
  • Table 6-17 Demographics of U.S Consumers with Attitude of “Particular Interest on Home Decor “, 2004
  • Table 6-18 Demographics of U.S Consumers with Attitude of “No Particular Interest on Home Decors,” 2004
  
  
• Importance of Home
  • Table 6-19 Demographics of U.S. Consumers with Attitude of “My Home Is An Important Part of Who I Am”, 2004
  • Table 6-20 Demographics of U.S Consumers Attitude of “Looking For New Ideas to Improve Home”, 2004
  • DIY and Professional
  • Table 6-21 U.S Consumer Preference for Work Completion by Category, 2004
  • Table 6-22 Number of Households work done by DIY and Professional for Wall Coverings, 1999-2003
  • Seeking Advice
  • Table 6-23 Factors Influencing DIY Consumers, 2004
  • Table 6-24 Demographics of U.S Consumers Preference of Completing The Work For Exterior Paint, 2004
  • Table 6-25 Demographics of U.S Consumers Preference of Completing The Work For Interior Paint, 2004
  • Completing The Work For Interior Paint, 2004
  • Table 6-26 Demographics of U.S Consumers Preference of Completing The Work For Interior/Exterior Staining, 2004
  • Table 6-27 Demographics of U.S Consumers Preference of Completing The Work By Wall Paper/Cover, 2004
  • Table 6-28 Demographics of U.S Consumers Preference of Completing The Work By Wall Paneling, 2004
  • Table 6-29 Demographics of U.S Consumers Preference of Completing The Work By Ceramic Tiles, 2004