WHY CHOOSE FORMAN?

"Every first person approves, every third person buys"*, - these are the statistics for dry mixes of the FORMAN brand. The brand, which entered the construction market only five years ago, and despite fierce competition in the industry and general economic instability, not only loudly declared itself, but also won its buyer.  S. A. Kildyushev, Marketing and Sales Director of SGK CJSC, told us about how such a breakthrough was made.

5-year verification

Recently, the FORMAN trademark turned 5 years old. This is the time when you can sum up the first serious results, since the products have already been tested both by time and practice. That is why we decided to celebrate the first anniversary with a large-scale marketing research. To make it as objective and transparent as possible, it was conducted by independent specialists, who also processed the data obtained. Surveys were conducted among the target audience - in construction stores and building materials markets of the Samara region.  And to be honest, we were very pleased with the results! The study showed that 87% of respondents know the FORMAN brand. And almost 30% of consumers prefer our dry mixes, despite the presence of the largest Russian and foreign manufacturers on the Samara market. Today, in terms of sales, we are the leaders in the Samara region, became the sixth in the Volga Federal District and entered the top 20 largest Russian manufacturers of dry mixes.  

Our niche

What product does the consumer want to get today? First, it requires minimal effort – both preparatory and physical. Secondly, the consumer wants to be sure of a decent quality of the purchased dry mix. Finally, the price of the product should be affordable. All this is true both for the end user, who buys dry mixes for the repair of their own home, and for professional craftsmen, for whom the question of price-quality ratio and convenience in work is, perhaps, even more acute. The key to the success of the FORMAN brand is that we were able to balance all these needs and offer the consumer a high-quality and comfortable product to use.  It already contains all the necessary components in its composition, which eliminates the risk of incorrect dosage and, accordingly, guarantees quality. It allows you to save time and thus increase productivity. In addition, almost all FORMAN mixtures are made on the basis of high-strength gypsum and therefore provide a higher level of strength compared to mixtures created on the basis of conventional construction gypsum.

In customer care

One of the main secrets of the FORMAN brand's success is constant development, including the expansion of the product line. For example, when the brand first entered the market, we had nothing to offer people to repair wet rooms. In the assortment there were only gypsum plasters and putties, which, with a lot of positive properties, are still not the best choice for finishing bathrooms and bathrooms. Now we have a new plaster FORMAN 61, which is created on the basis of cement and has excellent moisture resistance, but at the same time its plasticity and ease of application are comparable to gypsum plasters. We have developed another product for those who want to simplify the process of leveling walls and ceilings as much as possible. As you know, when leveling surfaces with differences of more than 50 mm, it is necessary to use fiberglass, otherwise the plaster layer may move away from the base under its own weight. However, if you don't have the skill to work with the mounting grid, you may encounter difficulties - sometimes it bubbles and peels off. In order to save consumers from these difficulties, SGK has developed FORMAN 10 plaster, which can be applied locally in small sections up to 100 mm thick, without using a plaster grid.

"Local product"

We are sometimes asked whether the brand's Samara "roots"have influenced consumer loyalty to the brand. Yes, this is partly true. It is also true that in our home region, FORMAN dry mixes are very widely represented, and the availability of the product is extremely important for the consumer. In addition, SGK takes care of citizens, actively participates in sports and festive events. For example, last year we organized a children's playground in Krutyky Klyuchi to celebrate the birthday of the Koshelev Project. Children could cast photo frames out of plaster with their own hands, color them, and take them home. We take part in survival races, an air show in Bobrovka.  Our sites are always interesting, and people are happy to come to us.
And one more important aspect – we use the Samara client as an expert: the market is highly developed and the consumer has high quality requirements, understands technical characteristics. We actively use the information we receive from our customers, including for developing new products.

* - according to the data of the Construction Information Agency for 2013