Article Number: 5885
Congoleum adds silver, Scotchgard to DuraCeramic - Launches fall promo, more Airstep training
By Steven Feldman
MERCERVILLE, N.J.—Congoleum has made the value proposition of DuraCeramic even more compelling by adding Scotchgard Protector and silver anti-bacterial protection. The best part: The enhancements come with no increase in price.
“DuraCeramic is already the leader in the faux ceramic category,” said Dennis Jarosz, senior vice president of sales and marketing. “Now we’ve made it even better by adding Scotchgard Protector, the most recognized brand of protection in the world. Not to stop there, we added silver, nature’s own anti-bacterial protection, which protects against mold, mildew and bacteria on the floor.”
He added, aside from increasing DuraCeramic’s value, the improvements separate it from the competition. “We are the only resilient manufacturer licensed to use Scotchgard Protector today, and we are the only resilient manufacturer using silver. Besides from guarding against mold, mildew and bacteria, DuraCeramic cleans up easier than ever before. Ordinary dirt, spills and stains wipe right up.”
Retailers benefit in that Scotchgard is one of the 10 most recognized consumer brands in the world. “The female consumer, which is our target audience, recognizes what it adds in terms of ease of cleaning and maintenance,” Jarosz said. That consumer is also concerned about her environment, and silver won’t foster growth of mold and mildew on the floor. “The thing about silver is she gets antibacterial protection without the concern of harsh chemicals being added to the product. Silver is natural.”
The installer benefits in that grout cleanup is much easier because the special acrylic grout recommended for DuraCeramic does not stick to the floor. “And, as can happen with any installation involving grout, sometimes the next day the consumer will notice a haze on the floor, which is the leftover grout that may not have been wiped off completely. If that happens with DuraCeramic, the Scotchgard Protector allows it to wipe off effortlessly.”
DuraCeramic retails to the consumer between $4 and $5 a square foot, giving the retailer a margin of between 35% and 45%. “While the margin may be similar to competing products, the others do not offer the features, benefits and look of DuraCeramic,” Jarosz said.
Fall promotion
DuraCeramic is not the only product on which Congoleum is focusing this fall. The company just launched its Big Deal promotion that covers its two best sheet products, Xclusive and Ultima, and runs until Oct. 31.
“We lowered the roll price on both products to $9.99 to make roll buys more attractive,” Jarosz said. “Not only do retailers get an extremely low price, they can earn some timely electronic premiums on which they can receive delivery before the holiday season.”
One roll earns an Amazon Kindle. Three rolls earn a 16GB Apple iPad with Wi-Fi. Five rolls earn a 64GB Apple iPad with Wi-Fi and 3G. Ten rolls are worth a 50-inch Panasonic Viera 3D plasma TV.
One more advantage to the retailer: A roll purchase will lock them into lower, more competitive cut order prices on both products throughout 2011.
Airstep
Last but not least, Congoleum this fall is ramping up product seminars and installation clinics for Airstep and Airstep Evolution. The company is visiting individual retailers around the country and also conducting larger-scale events (30 to 50 attendees) in conjunction with its distributors.
“Airstep is our answer to fiberglass,” Jarosz said. “The key differentiator, however, is a felt middle core. A fiberglass floor is inherently dimensionally stable. If you put it down where there are wood subfloors, it is unable to expand and contract with the seasons like the wood subfloor will. Therefore, if it is loose laid and pinned anywhere by furniture, appliances or molding, there is a high likelihood it will buckle during change of seasons.
“In addition, most manufacturers of fiberglass products recommend full spread adhesion of the product to wood subfloors. Conversely, Airstep, can be installed loose laid or perimeter adhered with adhesive or staples. That will require less subfloor prep, because the loose lay or perimeter adhered floor will not telegraph subfloor defects. This ultimately allows a retailer to install a floor quicker and for a lower installation cost to the consumer. That can make the difference between getting the job and not getting the job.”
Airstep Plus comes with Scotchgard Protector in the wearlayer, and Airstep Evolution offers Congoleum’s exclusive stain defense system (SDS). “With SDS, nothing sticks to Evolution. Stains and spills wipe right up,” Jarosz said, adding that combined, these two products now represent about 20% of Congoleum’s sheet flooring sales. “And they have grown nicely this year in the face of a soft market.”
MERCERVILLE, N.J.—Congoleum has made the value proposition of DuraCeramic even more compelling by adding Scotchgard Protector and silver anti-bacterial protection. The best part: The enhancements come with no increase in price.
“DuraCeramic is already the leader in the faux ceramic category,” said Dennis Jarosz, senior vice president of sales and marketing. “Now we’ve made it even better by adding Scotchgard Protector, the most recognized brand of protection in the world. Not to stop there, we added silver, nature’s own anti-bacterial protection, which protects against mold, mildew and bacteria on the floor.”
He added, aside from increasing DuraCeramic’s value, the improvements separate it from the competition. “We are the only resilient manufacturer licensed to use Scotchgard Protector today, and we are the only resilient manufacturer using silver. Besides from guarding against mold, mildew and bacteria, DuraCeramic cleans up easier than ever before. Ordinary dirt, spills and stains wipe right up.”
Retailers benefit in that Scotchgard is one of the 10 most recognized consumer brands in the world. “The female consumer, which is our target audience, recognizes what it adds in terms of ease of cleaning and maintenance,” Jarosz said. That consumer is also concerned about her environment, and silver won’t foster growth of mold and mildew on the floor. “The thing about silver is she gets antibacterial protection without the concern of harsh chemicals being added to the product. Silver is natural.”
The installer benefits in that grout cleanup is much easier because the special acrylic grout recommended for DuraCeramic does not stick to the floor. “And, as can happen with any installation involving grout, sometimes the next day the consumer will notice a haze on the floor, which is the leftover grout that may not have been wiped off completely. If that happens with DuraCeramic, the Scotchgard Protector allows it to wipe off effortlessly.”
DuraCeramic retails to the consumer between $4 and $5 a square foot, giving the retailer a margin of between 35% and 45%. “While the margin may be similar to competing products, the others do not offer the features, benefits and look of DuraCeramic,” Jarosz said.
Fall promotion
DuraCeramic is not the only product on which Congoleum is focusing this fall. The company just launched its Big Deal promotion that covers its two best sheet products, Xclusive and Ultima, and runs until Oct. 31.
“We lowered the roll price on both products to $9.99 to make roll buys more attractive,” Jarosz said. “Not only do retailers get an extremely low price, they can earn some timely electronic premiums on which they can receive delivery before the holiday season.”
One roll earns an Amazon Kindle. Three rolls earn a 16GB Apple iPad with Wi-Fi. Five rolls earn a 64GB Apple iPad with Wi-Fi and 3G. Ten rolls are worth a 50-inch Panasonic Viera 3D plasma TV.
One more advantage to the retailer: A roll purchase will lock them into lower, more competitive cut order prices on both products throughout 2011.
Airstep
Last but not least, Congoleum this fall is ramping up product seminars and installation clinics for Airstep and Airstep Evolution. The company is visiting individual retailers around the country and also conducting larger-scale events (30 to 50 attendees) in conjunction with its distributors.
“Airstep is our answer to fiberglass,” Jarosz said. “The key differentiator, however, is a felt middle core. A fiberglass floor is inherently dimensionally stable. If you put it down where there are wood subfloors, it is unable to expand and contract with the seasons like the wood subfloor will. Therefore, if it is loose laid and pinned anywhere by furniture, appliances or molding, there is a high likelihood it will buckle during change of seasons.
“In addition, most manufacturers of fiberglass products recommend full spread adhesion of the product to wood subfloors. Conversely, Airstep, can be installed loose laid or perimeter adhered with adhesive or staples. That will require less subfloor prep, because the loose lay or perimeter adhered floor will not telegraph subfloor defects. This ultimately allows a retailer to install a floor quicker and for a lower installation cost to the consumer. That can make the difference between getting the job and not getting the job.”
Airstep Plus comes with Scotchgard Protector in the wearlayer, and Airstep Evolution offers Congoleum’s exclusive stain defense system (SDS). “With SDS, nothing sticks to Evolution. Stains and spills wipe right up,” Jarosz said, adding that combined, these two products now represent about 20% of Congoleum’s sheet flooring sales. “And they have grown nicely this year in the face of a soft market.”
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