Article Number : 753 |
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| Date | 12/14/2005 9:02:26 AM |
| Written By | LGM & Associates Technical Flooring Services |
| View this article at: | //floorbiz.com/BizResources/NPViewArticle.asp?ArticleID=753 |
| Abstract | Princeton, N.J.—When it comes to sales of resilient floors, most manufacturers and retailers will say approximately 90% are for the consumer’s kitchen. Because of this knowledge, Congoleum has created K-Tech, a new product—and division—geared specifically for the kitchen... |
| Article | Princeton, N.J.—When it comes to sales of resilient floors, most manufacturers and retailers will say approximately 90% are for the consumer’s kitchen. Because of this knowledge, Congoleum has created K-Tech, a new product—and division—geared specifically for the kitchen. “The kitchen is one of the most widely used rooms in the home,” explained Liz Charbonneau, Congoleum’s vice president of marketing, “plus it is where most of our floors go. So, why not focus on it?” K-Tech for Kitchens leverages Congoleum’s TFS strategy—technology, function and style—which has allowed it to develop and bring to market a number of successful products starting with Ultima, five years ago, and progressing with its DuraCeramic, Dura-Stone and Xclusive lines. Featuring a number of innovative advances in how the product is constructed, marketed and merchandised, “K-Tech is where TFS comes together,” said Tom Carroll, director of product management. On the marketing side, mills officials point out this is the only product on the market specifically geared to one room. And, since most of the sales of this type of product go to this room, “she has to go look at it.” Roger Marcus, Congoleum’s president and CEO, noted consumers “identify with products that are marketed for a specific use as better. This is not rocket science, it’s been done before but not in vinyl.” He used ceiling paint as an example. “The ceiling is the same as the other four walls, and ceiling paint can be used on the other walls, just as wall paint can be used on the ceiling, but the consumer sees one as superior for a particular application.” In K-Tech’s case, though, executives are quick to point out, it is a superior product as it features a number of built-in performance innovations: • For toughness and durability, the wear surface is constructed with the same material that allows laminate floors to perform so well—aluminum oxide; • For ease of maintenance, K-Tech features a fluorinated polymer coating that repels liquids spills and resists soil, dirt and dust. It can even remove permanent marker stains with a plain damp cloth. “Practically nothing will stick to it,” Carroll said. “In fact, we had to develop a special seam sealer—SU106—to work with K-Tech”; • To prevent mold and mildew build up, K-Tech incorporates silver into the construction. “Silver is a natural anti-microbial,” Charbonneau explained. “It’s used to fight bacteria in water, babies’ eyes, burn patients, etc. And, it will not tarnish the floor because the silver is in a glass encapsulated shell so as not to come into contact with oxygen.” “This is a precious metal,” added Dennis Jarosz, senior vice president of sales and marketing, “that is actually adding something beneficial to the product and is not just a marketing gimmick,” and • For enhanced color, design and clarity, Congoleum has utilized a different method for imaging. “We totally revamped how we create images and they are better than anything we’ve ever done,” said Leonard Ludovico, vice president of styling and design. “The visuals on these products are like never before—from the details in toning to the three-dimensional quality—when it comes to our wood visuals, termites are committing suicide.” Available in early 2006, the initial K-Tech launch features eight styles and 35 SKUs that come in 12-ft. widths with a suggested retail price of $13.95. Also any problem associated with normal household used is covered by a 15-year warranty. “Does any other floor come with aluminum oxide, silver and the performance and visual attributes at this price point?” asked Jarosz. Since K-Tech was designed for a specific purpose Congoleum did not want it to get lost in the typical, large and cumbersome resilient display racks. For that, it created a stand alone unit. The compact display—5-1/2X5-ft. and 23-in. deep—can be used as an island or wall unit. It features a contemporary silver-metallic finish and a translucent 3-D header. In addition, to further separate K-Tech from traditional resilient floors, as well as to appeal to a more younger audience, Congoleum will market and sell the product under its K-Tech subsidiary. In February, Congoleum will launch a dedicated Web site for K-Tech featuring tools such as Kitchen Vision, which allows consumers to view different designs and colorations in real kitchen settings, and product information, as well as a free sample request service. Customers will also be able to obtain samples through a special toll-free number. Finally, officials said K-Tech will be supported with a wide range of promotions and marketing materials as the product rolls out. “It’s one brand, one name, one price, one warranty, one display, K-Tech,” Charbonneau concluded. For more information on K-Tech for Kitchens, contact your local Congoleum distributor, or call the mill at 609/584-3000. —Matthew Spieler |