TM FORMAN: DYNAMICS OF WINS

TM FORMAN entered the market in 2008 and has been growing steadily ever since. This is evidenced by both a direct increase in sales, as well as the conclusions of analysts and experts. In the autumn of this year, Samara conducted a study of the state of the dry building mixes market and the loyalty of residents of the region to the products of various manufacturers. And it showed that despite the presence of such industry leaders as Knauf and Vetonit in the region, as well as the difficult market situation in general, FORMAN significantly strengthened its market position over the past season.

The survey was conducted among residents of the provincial capital at points of sale of construction materials. According to the results, to the question "What brands of dry building mixes do you know?" 30% of respondents first called TM FORMAN. Thus, during the season, FORMAN improved the indicator by more than a third and went from second place to first. Spontaneous popularity of the brand also increased: 57.5% of respondents named FORMAN among other brands, while in the spring this figure was about 44%.
48% of respondents consider TM FORMAN's products to be the best. According to this indicator, FORMAN takes the undisputed first place in the rating, ahead of Knauf and Vetonit. Of those who have already had experience using plasters, putties and adhesives of the Samara brand, 64% plan to use it in the future. Thus, the conversion rate of those who know the brand to those who are willing to buy it among repeat buyers is above average, which demonstrates high customer loyalty. Both at the beginning of 2014 and at the current moment, consumer loyalty to TM FORMAN is the highest of all brands represented in the city. We can say that FORMAN has the most loyal customers, which, in turn, indicates the strengthening of the brand's long-term position.

What are the reasons for the growing demand for FORMAN TM and its popularity among consumers?
Analysts consider the use of high-strength gypsum in the composition of products to be one of the key factors. The use of high-strength gypsum of our own production creates TM FORMAN a number of advantages — both direct and indirect. So, for the end user, the presence of high-strength gypsum in dry mixes provides ease of operation due to the plasticity of the mixture and ease of application, and also guarantees one advantage – it forms a microclimate in the room. Gypsum is an environmentally friendly material that "breathes" and determines the optimal humidity of the room – from 40 to 60%. Professional builders were able to appreciate another important advantage of materials based on GVVS, namely, the ability to reduce the time spent on finishing the object due to the manufacturability of dry mixes TM FORMAN. In addition, the use of high-strength gypsum of its own production gives FORMAN certain bonuses in the field of pricing, since GVVS is an expensive material, and its purchase inevitably leads to an increase in the final cost of the product, while FORMAN has the opportunity to offer a democratic price with high quality dry mixes.
Another reason for strengthening the market position of TM FORMAN, according to experts, is the expansion of the product line: at the end of 2013, the brand launched two fundamentally new products — FORMAN 61 cement-based plaster and FORMAN 121 polymer-based putty. Thus, the company expanded its reach, offering consumers products not only for interior decoration of rooms with moderate humidity, but also for finishing wet rooms and for outdoor work.

And, finally, one of the leading reasons for the growing popularity of TM FORMAN can be called a competent marketing strategy and a wide range of products: today, plasters, putties, self — leveling floors and adhesives of this brand are present in almost all points of sale in Samara-from large chain stores to construction markets, which is definitely convenient for consumers.
In winter, TM FORMAN plans to launch several new products, some of which are innovative not only for Samara, but also for the entire Russian construction market. Thus, the development continues, and TM FORMAN is confidently moving forward and increasing its advantages.