Minwax Case Study
Over the past 40 years, Brushfire has employed many business-building strategies for Minwax, including successfully positioning Minwax as a "decorative solution," thereby attracting new users and growing sales by 70% to dominate the category and reach an impressive market share of 85%.
- Minwax reaches a 50% market share of the interior stain product category.
- Minwax is the go-to product for its core customers—male hobbyists and serious woodworkers—however, the brand has reached a plateau.
- Brushfire is not satisfied and decides to embark on a research initiative to uncover business-building opportunities.
- Through an analysis of tracking study and consumer A&U research, Brushfire identifies a new female audience of casual (1-2 projects/year) and nonusers.
- Repositions the brand as a "decorative solution." Marketing efforts reinforce the brand, rather than specific products.
- In order to inspire this new audience, Brushfire develops innovative ways to get simple how-to projects to the audience.
- Through custom publishing vehicles: Wood Beautiful, Easy Weekend Projects, Simple Solutions.
- Through cosponsorships with TV programs: "New Yankee Workshop," "This Old House."
- Continues research efforts for ongoing consumer feedback and to ensure traditional woodworkers are not alienated.
Brushfire's market expansion strategy dramatically grows the Minwax brand, and the business achieves unprecedented success. Individual products sales increase, while, most importantly, current and new users see Minwax as the category leader, asking for the brand by name.
- Generates significant market share growth, rising from a 50% market share to 85%.
- Achieves over $250 million in sales.
- Generates total overall category growth of more than 12%.
- Increases the brand's incidence of light and medium users from 30% to over 56% of the user base.