PANOLAM AND PANOLAM INDUSTRIES
The Decorative Products Division of Domtar, Inc., the largest paper company in Canada, produces thermally fused melamine panels in a variety of colors, patterns and woodgrains. These panels are sold to fabricators who use them in the manufacture of office furniture, residential furniture, store fixtures, and kitchen/bath cabinets.
Domtar planned to sell off its Division; however, no product brand name existed, an obvious concern to the seller, much less to any potential buyer.
KCG began working on the branding assignment in August, 1994. In January, 1995 Panolam™ brand was introduced. In June, 1996 the Division was sold and a new company, Panolam Industries, was born.
Panolam developed the highest level of unaided brand awareness in the four market segments in which it competes, and Panolam Industries achieved, far and away, the dominant share in North America with nearly $200 million in sales.
The following presents an overview of some of the marketing and marketing communications assistance we have provided, augmenting the Company's one-person Marketing Department:
Brand Identity including name, logo, literature and graphic standards
Newsletters to distributors and manufacturing customers
Corporate Identity including name, logo, literature and graphic standards
Business-To-Business Advertising directed at four market segments
Public Relations directed at four market segments
Market Research among six market segments
Sales Sheets for new product programs
Distributor Identity Program including name, logo, ad mats and brochures
All aspects of marketing for Panolam brand and Panolam Industries