For this article I'd like to re-introduce to your company our Semi Gloss White. Normally I try to make articles that are not so blatant in their efforts to sell product however this is a color that I think is a slam dunk for getting new business for many of you and I'll explain how.
When you introduce a new color or finish what makes that design sell? There are three types of demands in the market:
1. Demands that are unknown: For example, when you introduce a new color your customer has never seen before they may develop an interest for that color. Previously, since they did not know that color existed there was no real demand. By showing new and exciting things demands can often be created. If you are a trend setter with colors often customers will switch to buying from you or buy from you when they spot a customer who may be interested in your color offering. (This isn't the demand I'm discussing)
2. Demands that are known but are met: Imagine that you are targeting a new customer who is happy with his current component supplier. You show him or her your color offering but they are items that everyone has. The customer's demand is already being met so the only way you then can compete is by price. (This isn't the demand I'm discussing)
3. Demands that are known but unmet: This is the most important segment. Often markets have demands for products but the perfect solution is not available so companies compromise. A customer's demand for quality service and fair pricing may also be unmet so this creates opportunities to win over your competitor's customers. In other cases companies say things like "Why doesn't somebody come up with a so and so or why doesn't somebody improve this match?" Often you explain the manufacturing process of your foil supplier or the minimums needed to create a better match for example. ( I think this is the demand)
We believe that the Frosty White Semi Gloss fall under #3. We have heard "Why do High Gloss Doors cost so much" As a result we have created the perfect solution.
Our Frosty White Semi Gloss is:
1. Less than half the square foot cost of most typical High Gloss 3D Laminates
2. Hides telegraphing and scratching better due to the surface finish and therefore reduces in-house rejects and returns.
3. Does not wrinkle when pressing like High Glosses do. High Glosses are typically extruded instead of calendered and this may cause them to react poorly to typical press settings. By reducing wrinkles it should reduce manufacturing cost.
4. Comes with a peel coat just like High Glosses do however once removed our product WILL NOT show fingerprints as easily.
5. Will not show orange peel or spots like High Gloss after pressing.
We have found that nationwide High Gloss doors are typically marketed between $10 to $20 per square foot. With the combination of lower material cost and lower manufacturing cost we estimate that most companies will market our Semi Gloss at $6 to $9 per square foot. At this price it will make this product the first truly Affordable Glossy White.
The gloss level is still very high however it is not a mirror finish.When going around the market we have found that there is a demand for glossy but not too glossy product. A very common application for this product would be for Bathroom vanities. It gives a clean and crisp look without being to Euro modern or Miami-vice inspired.
Another way to look at White thermofoil doors are that they are essentially mimicking a painted white door. As we are aware paint comes in Matte, Semi Gloss and Gloss so it only makes since that there is a demand for Semi Gloss.
If you would like a pressable sample of our Frosty White Semi Gloss be sure to give us a call ! Also, I hope that this article was informative over all...
INTRODUCTION OF MATERIAL INTELLIGENCE:
- I'd like to mention that my colleague Kenn Busch has just started a company called Material Intelligence. As many of you are aware, Kenn is the editor for Surface & Panel Magazine. He now has created Material Intelligence to market directly to the design community. His site will not be limited to 3D Laminates alone but most decorative surfaces. I encourage you to visit his site at http://www.materialintelligence.com/ or to email Kenn at kenn@kennbusch.com or call (608) 213-9662. Dackor has decided that this is a valid tool and so we have chosen to advertise with Material Intelligence.
