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01/02/2006

Plasti-kote's commitment to consumer research has resulted in new merchandising aimed at attracting the widest possible audience

Plasti-kote's market analysis and consumer research has revealed changing trends in consumer behaviour, resulting in Plasti-kote discarding their historic categorisation of of consumers into 'functional' or 'decorative' product users. To reinforce this change, Plasti-kote have looked carefully at their marketing and invested in eye-catching and disciplined merchandising that will attract their more sophisticated consumers.

"We've seen a real increase in the number of women prepared to do the difficult DIY tasks around the home and a similar increase in the number of men looking for opportunities to be more creative," said Jane Flack, Plasti-kote's marketing manager.
"We now identify our consumers by how and where they use our products rather than by the type of product. We want to make sure that retailer displays attract both the professional or home improvement user making a planned purchase, as well as the home décor consumer looking to be inspired by creative products."

Plasti-kote's eye-catching bus stop, consumer leaflet, shelf wobbler, trays and strips have all been designed to attract the attention of the consumer. The aim is to educate them on the use and range of Plasti-kote products, making it easier to select the right paint for the right job

"Retailers have welcomed the new merchandising and we are putting together an incentivisation programme to encourage a rapid uptake," said Managing Director Mike Watson. "We believe our new merchandising will make the retailer's job easier and increase consumer interest in the Plasti-kote range of products."

To find out more contact Jane Flack at Plasti-kote on 01223 492003 or jane.flack@valspareurope.com

Plasti-kote's new Bus Stop, which includes project ideas with before and after pictures.
ENDS