Farnham, Quebec, Nov. 12--Domco, with a rich and diverse history that spans more than 130 years, is in the process of reinventing itself as an independent brand.
With planning well underway and branding initiatives set to be unveiled at its own booth at Surfaces 2004, the company has announced its new positioning and is previewing what customers have in store when they attend the major industry show in Las Vegas in January.
Building on its reputation for design and value, the new Domco is positioning itself as the company known for valued styling. To pay-off this positioning, there will be a refocused and energized product line with more styling punch, redesigned, user-friendly display systems and a regional market flexibility, all reflecting a renewed commitment to its customers and to the brand.
The company also will introduce a new logo and graphics package, featuring a bold signature red that will visually separate the new Domco from the old and from the various Tarkett brands.
Domco’s brand and marketing initiatives are a result of Domco Tarkett’s recent announcement of its intention to change its corporate name to Tarkett and to incorporate its various residential and commercial hard surface brands under the Tarkett brand name. As part of the transition, Domco is to operate as a separate company with its own management, marketing and design teams.
“Throughout its long and illustrious history Domco has built a solid reputation for quality, value and styling,” said Jan Lembregts, president of the Tarkett Residential Division. “Positioning itself as the valued styling leader clearly defines the brand’s place in the market moving forward and will lay the foundation for all of its sales, marketing and merchandising programs.
“Our goal is to reaffirm Domco as an exciting and viable brand and to give our customers increased opportunities for sales and profits in the category,” he added.
To point out its valued styling positioning, Domco is focusing its marketing muscle on the lines that sell and sell very well. It will be simplifying its offerings and pushing the envelope when it comes to styling, says Stephan Guidon, vice president of sales and marketing, Domco. Fewer pricing categories, with more SKUs in each, will allow clear product differentiation and will make it easy for retailers to sell upgrades and for consumers to better understand performance and pricing among products lines.
“We will not be participating at the super-high-end of the pricing range, but will have a solid product line-up at price points that will meet our customers sales and profit needs,” said Guindon.
As the company moves to expand its design choices, traditional looks, like ceramic, marble and stone, all proven winners, will continue to make-up the majority of the line but there also will be design options that are “out-of-the-box,” noted Guindon. These looks will reflect the growing trend toward overall looks with a more urban, contemporary appeal.
Fifty SKUs are on the drawing boards for introduction at Surfaces, including a new commercial line that will give retailers access to the growing Main Street market segment and will serve as a residential upgrade option.
“We expect that our retailers will be very pleased with what they see,” Guindon added.
Guindon noted that the Domco product line will not change overnight, but will evolve over time. Introductions at Surfaces will clearly reflect the new Domco brand positioning and new product announcements scheduled for later in the year will further reinforce the new approach.
