Scotchgard to get global marketing push

Article Abstract:

3M is attempting to formulate a more cohesive image of the Scotchgard protection system for home furnishings via a special marketing campaign to be launched worldwide. 3M revamped its Home Furnishings and Transportation market business unit and created a new logo. Ninety-two percent of respondents to a telephone study earlier conducted by Wirthline Worldwide indicated that they were comfortable with the results produced by the new system when tested on new furniture. Sales and marketing manager Fred Zonino stated that consumers stand to gain more from the new image and lifestyle format of Scotchgard.

Comment:

Is attempting to formulate a more cohesive image of the Scotchgard protection system for home furnishings

Marketing procedures, Paint and Coating Manufacturing, Industrial Safety Coatings, 3M Co., Safety coatings

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Malden Mills refocusing on Polar brands

Article Abstract:

Malden Mills, an upholstery fabric supplier, is reorganizing to concentrate on Polartec and Polarfleece. The company will also be bringing the new products in the brands to the furniture and home furnishings markets. According to the company's president and CEO, Aaron Feuerstein, company executives Jack Korngold and Kevin Fay will be the key people in furniture and home furnishings sales. Korngold in Polarfleece, said that they will start to work with other manufacturers in home furnishings beside Dakotah.

Comment:

Upholstery fabric supplier is reorganizing to concentrate on Polartec and Polarfleece

Organizational history, Textile Mill Products, Textile Mills, Malden Mills Industries Inc.

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