Prominent Paints has launched a new range of high-quality, affordable paint targeted at the budget-conscious consumer. The new Access range consists of the “essential” four products that will cover 90% of the market’s needs, including Acrylic PVA, Basic Matt, Gloss Enamel and Plaster Primer.
As a brand that’s traditionally been under-represented in the low end of the market, Prominent Paints expects that its new offering will help to alleviate the mounting pressure on the consumer wallet which is already stretched – something not expected to change soon.
According to Prominent Paints marketing manager, Carolien Haden, the company sees huge potential in this market, which is all about volumes and pricing, and expects this range to be of great benefit to its many independent retailers, franchise stores and paint centres around the country.
“Consumer knowledge, and the trust it has in well-known brands, plays an important role in selling a new product. With Access being a part of Prominent Paints, which is already well trusted and recognised as a high-quality brand with a strong heritage, there will be a natural transference of this promise to the new range which can only be beneficial. Access is well positioned for success and we anticipate creating a compelling value proposition in a new segment.”
The packaging design enforces the Prominent Paints brand and product names clearly, defining that the range leaves nothing to interpretation. Distinctive colour coding has been applied to each line in the range and pack sizes fulfil the specific needs of a specific market, with a 5L and 20L available across all the ranges, bar the enamel which comes standard in a 1L and 5L tin.
“We anticipate the Access range to be well received by a market already willing to purchase a local brand they trust and are already familiar with, and look forward to delivering value to this sector,” concludes Haden.
The Access range is being stocked at most leading paint stockists nationwide, as well as at Prominent Paints paint centres and franchise stores. The suggested retail price for the most economical paint is R15.95/L with the highest price point in the range for the gloss enamel at R62.60/L. Prominent Paints claims that benchmarking studies have indicated that the quality of the Access range is equal and in some cases superior to competitor brands in the low end of the market.
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