Source: The Australian

Story By: Tim Boreham

ACCORDING to Bunnings, lowest prices are just the beginning. But the new "big-box" rival Masters is toying with a catchcry that more directly taps the DIY zeitgeist: "I made it with Masters".

While Woolworths says it "doesn't have a marketing slogan in the public domain at this stage", it is understood the joint venture has settled on the "made it with Masters" line.

Certainly, the slogan has a similar feel to the "Let's Build it Together" line used by Woolworths' joint-venturer Lowes in its US home market. But only time will tell whether Masters builds on the initial buzz or founders in the wake of defensive rearguard action from Bunnings.

Dulux chief executive Pat Houlihan said that if the history of the 1990s hardware wars was a true guide Masters' entry would expand the $46 billion hardware market rather than spark a tit-for-tat for existing market share.

"History shows that when there's been a significant investment in the consumer sector it stimulates the market," he said.

"There's a lot of investment and time will tell who's successful and who isn't, but from a category perspective it's a good thing."

To read the full story, follow this link: www.theaustralian.com.au/business/woolworths-toys-with-a-slogan-to-surprise/story-e6frg8zx-1226083059201