Article Number : 2711 |
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| Date | 11/23/2007 8:40:47 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=2711 |
| Abstract | By Sarah Zimmerman The year may be winding down, but laminate manufacturers aren’t wrapping up with 2007. Conversely, mills are pushing the envelope, unwrapping fresh, innovative products, ideals and merchandising approaches to drive growth into 2008... |
| Article | By Sarah Zimmerman The year may be winding down, but laminate manufacturers aren’t wrapping up with 2007. Conversely, mills are pushing the envelope, unwrapping fresh, innovative products, ideals and merchandising approaches to drive growth into 2008. It’s easy being green Alloc is one company focused on driving growth, especially in this “challenging year,” by continuing to think creatively. Cindy Thornton, marketing manager, said Alloc is using this year to bolster branding, build relationships with its distribution network and convey its green message. Alloc has been eco-conscious since it opened its doors. Initiatives include: making products out of wood shavings that would otherwise be sent to a landfill, using eco-friendly printing processes to create its flooring’s natural looks, adhering to the most up-to-date standards for ISO environmental certification and more. This year the company has focused its national print advertising on this key message. Dog days Another company impacting the category through advertising is Pergo. The mill has been reaching the homes and hearts of consumers through its latest national ad campaign featuring “Pergo” a 110-pound Great Dane puppy. The focus is two-fold, said David Small, senior marketing director—reinforcing Pergo’s brand position as the industry leader through a new tagline, “There’s only one Pergo,” and the use of its spokesdog “Pergo” to communicate the brand’s beauty and durability. The mill’s ads aim to create a clear emotional connection between its brand and consumers. Small pointed to the features shared by the new spokesdog and the brand—beautiful, family-oriented, fun and inviting. Better branding Tim Tipton, director of marketing and product development for Formica Flooring, said, “Our message continues to be, ‘How many consumers are willing to spend $3,000 on a brand they’ve never heard of...would you?’” It’s this attitude that has Formica focused on the present. “We’re offering retail spiffs and introducing major product launches during a time where most are winding down the year.” Tipton explained Formica differentiates itself by providing only laminate flooring. He said the key is being focused and selling features and benefits. Look alike Milton Goodwin, general manager of laminate and ceramic for Armstrong, said the company strives to produce laminate flooring that is exactly like its partner in real wood. “We have a unique advantage over others in that we’re the leading hardwood supplier in the industry. Therefore, we are able to better provide laminate products resembling those hard-to-get, exotic or in high-demand ‘real’ flooring products.” Laminate is top of mind in hard-surface flooring, said Goodwin. “The next step is, does it comply with the look and feel the shopper wants in her home?” The company has introduced two new products to fit today’s coveted looks: Armstrong’s Grand Illusions and Bruce’s Park Avenue—both offering high-end, piano-finished exotic wood visuals. Locking up the market Shaw is driving growth with product innovation. “We are looking to bring more value to the consumer,” said Eric Erickson, laminate product manager. One way the company is doing this is with its new Loc N Place locking system. The single-action system benefits the industry adding speed and ease to laminate installation. Loc N Place sets Shaw apart from competition as it allows the company to offer better value to consumers during tougher times, Erickson noted. “We feel this is the biggest change in this category since the innovation of the glueless locking system, and market response has been positive.” Technology and design Quick•Step’s Roger Farabee, vice president of marketing for Unilin Flooring, Mohawk Hard Surface, said the company has always focused on being both a design and technology leader. “Our goal at Quick•Step is to create floors that consumers want because they are beautiful, easy to maintain and represent a great value.” Technology has enabled the company to create unparalleled realism in today’s products, Farabee noted. “Now consumers can have an endangered exotic wood look or a difficult to maintain stone look without worrying about environmental impacts or practical aspects.” Innovations such as the Uniclic glueless locking system and numerous edge and surface treatments have also grown business. He said just as today’s products look nothing like those of five to seven years ago, the category will see another quantum leap in the level of products available in the next three to four years. |