BETTER HOMES and GARDENS | Parham Santana

Better Homes and Gardens approached Parham Santana with a simple yet formidable task. Show us how we fit at Walmart. First, we needed to answer a complex question. How should a collection of branded Better Homes and Gardens furnishings and décor be positioned as a new entity to make it in a crowded marketplace, where value is the key attraction?

Research revealed that the love of entertaining family and friends was the #1 reason that people decorate. Currently at the retail giant, no home product connected emotionally with this deep-set motivation. Here was the glaring white space—the opportunity gap that says, “fill me.”

At the same moment, research was revealing an emerging trend at Walmart. There was an upscale shift in shopper demographics; and 55% of Walmart’s new customers enjoyed HHIs over $50K.

Aha!
Better Homes and Gardens was poised to fill an opportunity gap, with a true emotional connection to homeowners—most happily, the newly emerging upscale Walmart shopper.

Power Positioning
BETTER HOMES AND GARDENS IS LOVE FOR HOME

Benefits
Powered by love for home, Better Homes and Gardens launches “new traditional” but trend-focused furnishings and décor at Walmart. With over 3000 SKUs of 550 new product exclusives, the brand extension is the largest in the magazine’s history.

Valuable take-away
Brand extensions are likely to succeed when they fill an opportunity gap.