Solutia's strategic branding plan with Mohawk & 3M Scotchgard
07 Dec '05
2 min read
Carpet fiber maker Solutia has announced a strategic branding initiative with two of the other leading brands in the carpet industry: Mohawk Industries and 3M Scotchgard.
This initiative will bring consumers a valuable combination: the renowned durability of Wear-Dated carpet fibers and the stain protection of the new Scotchgard Protector Advanced Repel Technology in more than 80 stylish Mohawk carpet products.
Pre-introduction consumer testing showed that a carpet combining the Wear-Dated, Scotchgard and Mohawk brands is preferred by consumers in every important brand and purchase consideration.
"By delivering a u nique combination of three well-recognized brands -- Wear-Dated, Scotchgard and Mohawk -- we are helping consumers easily identify carpets they can trust," said Gary Lanser, general manager of Solutia's carpet fiber business.
"Carpet retailers should benefit from this increased emphasis on branded products, which will be supported by an aggressive marketing program.
Solutia is the world's largest producer of nylon 6,6 carpet fiber, the fiber specified most often by professional architects and engineers. In the past 25 years, more than two billion yards of carpet have been produced using Solutia's Wear-Dated carpet fiber, improving more than 13 million homes.
To earn the Wear-Dated label, the carpet fiber must pass a strenuous battery of performance tests for wear, soil, stain, light-fastness, tuft bind and static resistance. The result is peace-of-mind for the consumer and retailer, particularly since Wear-Dated offers a full, non pro-rated warranty.
marketing@alchempro.com
