Intertape Polymer Group’s Consumer Research Drives Change
BRADENTON, FL, August 08, 2003 – Consumers speak and Intertape Polymer Group listens. As North America’s largest manufacturer of tape products, Intertape has just completed a round of extensive research to make its tapes more user friendly. In addition, it has added new products to meet the demands of the growing hardware, paint and do-it-yourself industry and consumer marketplace.
“Big changes in our product packaging will be the highlight of our presence at this year’s Hardware Show in Chicago,” said Brian E. Miller, vice president of retail marketing for Intertape Polymer Group, which is based in Bradenton, FL. “As we move forward to build our brand, the marketplace will see many changes and improvements. The Hardware Show will be our benchmark for introducing many of these changes.”
Intertape Polymer Group has the most extensive line of masking tape for industrial, commercial and consumer use, with more than 60 grades available.
“Packaging our products so that they’re easy to identify by benefit makes sense for consumers on all levels,” Miller said. “Color-coding the products, placing usage features on packaging and creating strong branding all help our end-users know the right products to select for the job."
"Intertape promotes cross-merchandising and consumer education as well." Miller said "it’s important that consumers make the right choice in tape products the first time."
“Imagine consumers standing in front of a display of all one-color masking tape in various grades. How do they pick the right one for the right use?” Miller said. “Our new packaging will help them make these decisions and thus help build brand loyalty not only for Intertape but for our retail partners as well."
Research is the lynchpin in working with retailers to increase their bottom line.
“New research insights into the nature of the tape category points the way for retailers to increase their earns, turns and growth in their sundry business. As with many categories, the ‘truths’ of the past no longer apply. At Intertape, we’re embracing new information and designing our programs and packaging around what the customer both wants and needs to be more successful,” Miller said.
In addition to rolling out new packaging and branding, Intertape will introduce several new products at this year’s Hardware Show, including Pro Mask Green 8-day release masking tape. Several promotions and packaging changes will be announced as well.
“We’re constantly looking for ways to help our retailers and our consumers,” Miller said.
“We’re value-packaging product, and we’re offering a variety of promotions that will lead retailers to higher volume and more sales. Our partnerships are important to us. It’s key that we listen to our consumers, our contractors and our retail partners. That way, we can work together to keep building profits for our partners."
Intertape Polymer Group Inc., headquartered in Bradenton, Florida, develops, manufactures and sells polyolefin plastic, paper packaging products and complementary packaging systems. Products include masking tape, acrylic and natural rubber pressure-sensitive carton sealing tapes, paper and reinforced tapes, HVAC tape and a number of automotive and aerospace high-performance products. The company also manufactures and markets Exlfilm® shrink film, StretchFlex® stretch film, case erectors, shrink packaging machinery, ink jet printers and labeling systems, woven coated fabrics products and flexible intermediate bulk containers.
The firm operates in 19 locations and has quietly become the largest tape manufacturer in North America.
For more information, visit the company’s website at www.intertapepolymer.com.
For Media Information:
Pamela A. Keene, APR
770-965-3340
pam@pamelakeene.com