- Kestrel-BCE -

“Understanding markets pays off”, says Kestrel, Finalist of CMA 2007

The next generation, cellular building products supplier, Kestrel was announced as Finalist in the prestigious Construction Marketing Awards.

Specialists in the design and manufacture of no lead, no tin, 100% calcium organic core and skin PVC-UE and PVC-U roofline, cladding and window trim products, Kestrel expressed its delight yesterday, with the news hot off the press that for the first time in its 17 year history, it has been short listed for the Construction Marketing Awards finals.

Tony Crutcher, Sales and Marketing Director of the Kestrel brand comments: “We are delighted to receive this accolade for our achievement, which we accept on behalf of the entire team. With their support, Paul Neilson, Managing Director, and myself, have worked hard over the last 18 months to engage with customers and re-establish market needs. One of our key challenges has been to understand how as a manufacturer in a highly commoditised sector that appears driven by price, we can offer customers and their customers, product and service that can help them stand out from the competition. Reaching the finals in the ‘Customer Driven Approach’ category proves we have illustrated to the CMA judging panel how Kestrel has achieved this, across our target audiences of installers, house builders, architects, public sector specifiers, specialist plastic distributors, builders’ merchants, and homeowners.

“In many ways, the award entry – on behalf of our customers and their customers who have told us what is important to them – was straight forward. Our communications campaign has been based on USPs which the market told us would help their businesses grow. These include being the only UK based manufacturer to offer the market three shades of white; our vertically integrated UK based manufacturing centre; and our future proofed no lead, no tin, 100% calcium organic skin and core cellular building products.

“But there’s no point being the best or biggest manufacturer, if we aren’t giving the market what it wants and needs. So with our in house team, and marketing communications agency Lodestar PR, we have based our entire marcomms strategy on the key messages the market told us it required. As a result, there’s a real feeling of excitement across Kestrel and our customers at the moment. The belief we all have in the company and markets is tangible. It’s all about having people involved in the business who really understand the markets and are fully committed to customers, end-users and specifiers now and in the future. Reaching the finals of these prolific, national industry building awards is a fantastic thank you as a third party endorsement to the team who have worked so hard over the last 12 months to help stimulate the roofline market place and position Kestrel at its forefront.”

News title: -    “Understanding markets pays off”, says Kestrel, Finalist of CMA 2007
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