Having exceeded the 2006/2007 UK and Ireland sales target for Pilkington Activ™ self-cleaning glass by the end of November four months ahead of the company’s fiscal year end, the British sales team went on to exceed all expectations by the end of March.
The intensive sales and marketing strategies adopted by Pilkington in the UK, including television and consumer press advertising, has encouraged home improvement retailers and glass processors to heavily promote Pilkington Activ™ with the result that sales grew by more than 360% compared to the previous year.
“These figures are quite remarkable by any standards,” said Matt Buckley Coated Product Manager Pilkington Building Products Europe, “and a lasting tribute to the memory of Ian Spokes* and the work put in by Ian and his team. Pilkington Activ™ has proven that the market will respond positively at all levels when marketed and sold properly. By adding value and communicating the benefits homeowners have realised the advantages of this product and are prepared to pay more for it.”
A major contributor to the success of the product in the UK is Pilkington Activ™ Blue, which was launched in October 2005 and has accounted for a very significant share of Activ sales.. Pilkington Activ™ Blue combines the revolutionary benefits of a self-cleaning coating with the solar control performance of a tinted glass, with good light transmission making it ideal for use in conservatory roofs and other roof glazing applications. Additionally a number of independent insulated glass unit manufacturers have been quick to realise the benefits of Pilkington Activ™ and have developed and marketed their own branded IGU solutions, again predominantly for conservatory roofs.
Marketing activity in Ireland, the region used for the original test launch for Pilkington Activ™ six years ago, has been stepped up recently and, with the country having the highest level of home ownership in Europe and a strong commitment by home owners to maintain their properties, sales are expected to develop there on a similar scale to mainland Britain.
*Ian Spokes was the National Product Manager for Pilkington Activ™ until his unexpected death in April this year.