Company Introduces New Packaging, New Campaign
CUMMING, GA – In this competitive marketplace, Intertape Polymer Group has launched a new marketing campaign, aimed at partnering with retailers in the hardware, do-it-yourself and home-improvement arenas. With this in mind, the theme for the company's 2004 campaign is Ahead of the Curve™, speaking directly to retailers about the way they can grow their business.
"Staying competitive requires always looking for new and better ways to do things," said Brian E. Miller, vice president of marketing for Intertape's retail group. "What may have worked in the past doesn’t necessarily provide the best solution for your business today or in the future. At Intertape, our commitment is to assist our retailers with the tools and solutions they need to stay Ahead of the Curve™ We're here to provide the right options to help them maximize their earns, turns and growth with our full line of products."
The tape channel can mean big profits, yet research shows that tape is traditionally a low-involvement category. In a recent national study, nearly 90 percent of customers stated they only visited a single store to purchase items for a project. Once they're in the store, they'll buy the tape the retailer carries.
"Intertape is introducing extensive changes to our product lines – in formulation, packaging and merchandising," Miller said. "Our goal is to make our retailers more profitable, helping them increase volume and help them to motivate customers to buy."
Research also shows that merchandising works and it’s easy to execute.
"Unlike price-only promotions which may give you a “lift” in sales, in-store merchandising motivates customers to buy -- through indication of a special limited-time offer, suggestive selling during peak seasons, or more complete information," he said. "And, best of all, retailers can achieve increased volume without a reduction in price or sacrifice of margin."
For retailers, making Intertape their primary brand of tape is the right business decision. Here's why:
- Retailers can make more money and more margin on Intertape products.
- Intertape can help retailers win the war in the store through an extensive line of merchandising, POP, and display options that is proven to increase turns and drive sales.
- Intertape's highly innovative and customer-tested new packaging gives customers the information they need to choose the right product for the right job.
- Key products, such as Pro-Mask® Blue masking tape, have been field-tested with professionals and in blind tests are actually PREFERRED over the leading national brand.
- Intertape relies on facts, not fiction, to develop its products, its merchandising and support programs for retail stores.
- Most importantly, retailers can grow their bottom line through strong category management, creative merchandising, great products, and an understanding about what makes the end-user tick.
"Our theme is Ahead of the Curve™ and that's our commitment to retailers," Miller said. "Intertape brings a leading-edge perspective to the category, challenges commonly accepted beliefs and is dedicated to providing solutions, not stuff, to the market."
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 21 locations and is the largest tape manufacturer in North America.
For more information, visit the company’s website at www.intertapepolymer.com.
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