Window Film 2011 A Study In Contrasts

The end of one year and the start of a new one tends to make me philosophical, at least for one week.

2010 was an interesting year in the window film industry. 


Solutia established a larger Asian presence and reinforced it's leadership position as the market leader across the board in every major category.

No company is perfect, and certainly in these tough economic times the risks are greater than the halcyon days of 2004-5.

Leadership entails much more than numbers or  color coded pie charts. Global competition and market forces demand new ways of thinking.

Yesterday's strategies need not apply! 

We have a vested interest in representing the best value solutions for our clients.

Solutia's recent acquisition of Huper Optik and V-Kool   their portfolio (and consequently ours!) is unmatched by any alternative channel.



The most energy efficient film that has ever been introduced, EnerLogic, give Solutia a quantum advantage over the field.


This is the first true Low E all season window film. 

Now energy costs are reduced both in winter and summer .

The determination of the winning factor will be the growing consumer and commercial awareness level across the USA.



First- - that this solution exists.

Second- - that this solution is documented as effective.


Third- - that EnerLogic earns the market share that it deserves.

2011 trends:

Off Branding- Commodity Window Film:

There is a growing number of off brand competitors representing solutions that appear superficially equal to the Vista Films and Huper Optik.
Brochures and sample cards produced by these brands paint a seemingly solid picture of performance.  Unfortunately many of these films have an unknown pedigree and most of these films have not been NFRC certified.

If a dealer can convince consumers that this off brand offers the same functionality at a lower price, many consumers will be attracted to that pitch. 

This isn't a moral question by the way; it's simply Business 101.

The success of off branding is one reason you find upheaval in the industry as when Madico recently acquired the Sun Gard films.

Big Box Stores Installed Sales:

This will be one of the interesting 2011 programs to watch. 

Big Box stores offering a furnish and install window film program using an established independent channel of dealers. The concept seems simple enough. 

Consumers are attracted to DIY solutions and while shopping at their favorite home improvement hardware chain happen upon a kiosk with a window film display.  From a solutions awareness perspective this is great for the industry.  The consumer benefits from a aftermarket installed window film, the manufacturer sells film, the retail chain gains sales and the dealer gets an installation spiff.

Win-win-win?

Perhaps.

Reality Versus Perception

How to compete against 3M Window Film and 3M Window Film dealers including their home depot program.  This is a topic I have covered in several postings:

Consumers are familiar with the 3M brand.  They tend to associate favorable impressions to their window film solutions. 

Obviously after 33 years at 3M; that is a strategy I might be familiar with?

The challenge for 3M is to win the battle with image and style as opposed to facts and substance.

Perception versus reality .




The recently improved Solutia branding strategy (after all they were once part of Monsanto!) is a great start.



We'll do our part, and Vista and Huper Optik dealers across the USA should do their part in educating consumers in this critical contest.  The tools are readily available.

When 3M dealers speak about inventing window film- we need to point consumers to specific film performance and true value.

When 3M dealers show their heat lamp test illusion or discuss how their film works better at angles , a Vista dealer has to be well versed in dispelling their misrepresentations, carefully and logically.

When a 3M window film dealer promotes "their" ceramic film, Huper Optik dealers are obligated to communicate the quantifiable advantages we have with our patented process that lowers reflectivity, improves solar heat gain performance and is available in wider widths.

This is an ongoing battle since many consumers frequently suspend their disbelief when they shop for any solution let alone window film.

2011 will be another challenging year for all of us.


ADVANCED FILM SOLUTIONS
877-575-3456


Posted by Mike Feldman at 12/26/2010 10:48 AM
Categories: Windowfilmusa.com, Ceramic Film Versus Prestige, LLumar 2012, Huper Optik, Vista, Commercial Window Film, EnerLogic Low E All Season Film
Tags: 2011 window film trends 2010 window film review comparing 3M window film 2011 Home depot window film 3M solutia 2011
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