MARKET SEGMENTATION HELPS ADHESIVE SALES GROW

This well-known two-part epoxy adhesive has now established a broader range of both product and packaging, as the UK market for make-and-fix applications continues to hold up well. In 2013 the business added new grab, super and crystal (clear) adhesives to its range, together with cyanoacrylate Super Glue in gel and liquid formulations. Marketing for the product range is controlled in Basel, Switzerland at the European hub of brand owner Huntsman Advanced Materials. Jean-Luc Pieau, DIY marketing and sales manager, says growth in the UK business has been helped by identifying strong niche markets for the brand. Pieau commented: "We undertook some market segmentation studies through our UK agency and noted the high cross-over usage of adhesives in areas such as camping, motoring, gardening, caravanning and hobbycraft. We have run a number of successful promotions out to these groups using email, web and social media, working alongside PR directed at a series of relevant sector titles. "What consumers want from an adhesive is pretty simple', continued Pieau, "they want a good result so preparing the surfaces to be bonded is important. Of course choosing the right product for the job is vital too." To help in the process Araldite features a product selector on its website which offers consumers a choice of product types and finishes when they answer questions on a range of variables such as materials to be joined, inside or outside application, gap-filing properties, and colour. The business is keen to stress, however, that many of its stockists will be able to discuss and recommend the right adhesive for any given task if customers prefer the personal touch, and continues to emphasise the importance of its distribution network in achieving double-digit growth in 2014. Araldite's range of adhesive is marketed in the UK by Velcro Limited.