USG Tile and Flooring Competitive Audit

USG Tile and Flooring Competitive Audit

Foam Board

Foam Board Key Facts•  R value – Resistance to heat flow; the higher the R value, the greater the insulating

power•  PSI and Perm (permeability) rating important

–  PSI is a compressive strength analysis of the product–  Low permeability rating: Water easily goes through the product–  High permeability rating: Water has a harder time getting through the product

•  The lower the number, the higher the permeability rating•  Most foam board seems to focus on easy installation and not requiring special tools •  The trends tend to indicate that the bigger, wider and higher R-value foam boards are

more expensive than smaller, thinner and low R-value foam boards•  Main competitors in foam board: Schluter, Wedi, Owens Corning and Johns Manville

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Competitor: Schluter

Schluter

•  Schluter KERDI board main foam board product•  KERDI board sold at many vendors such as Home Depot and Lowe’s•  Have offices in Canada, United States, Germany, Italy, Spain, Turkey, UK and France•  Company has been a well-known brand for about 50 years•  KERDI board product was first introduced in 1987•  Have a blog on webpage that details new products, happenings within the company and awards

Schluter has won•  Have had articles/publications in Tile Letter, Contemporary Stone and Tile Design, Construction

Canada, Canadian Home Workshop, Coverings, Fine Homebuilding, The Construction Specifier, Mechanical Business, Floor Covering Installer Magazine and Head Surfaces

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Schluter Website

•  KERDI board very easy to find on their homepage

•  Under Products tab in “Building Panels” section•  From there, all different types of foam board are

shown•  Schluter KERDI board most comparable to

USG’s Ultralight Foam Tile Backerboard•  Page has a configure options, add to project,

dealer locator and project table tabs•  Page has function, installation and maintenance

sections below with detailed descriptions•  Downloads at the bottom of the page include

brochures, articles, data sheets and warranties

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Schluter KERDI-BOARD

•  Consists of an extruded polystyrene foam panel, with special reinforcement material on both sides and fleece webbing for effective anchoring in thin-set mortar

•  Thicknesses available: 3/16”, 3/8”, 1/2”, 5/8”, 3/4”, 1”, 1½“ and 2”•  Suitable for: Creating tile substrates on masonry walls, wood/metal framing, creating straight

or curved partition walls, creating straight or curved bathtub or shower surrounds, concealing pipes and columns, creating bathtub platforms, vanities, storage shelves, countertops and various other bathroom structures

•  Can cut with a utility knife •  Waterproof and vapor-retardant, can withstand all chemical stresses•  Completely flat and will not warp, even if one side is exposed•  Easy installation process•  Citation: Schluter KERDI-BOARD Informational PDF

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Standard KERDI-BOARD Products

•  Thickness/Dimensions available–  3/16”: 48” x 64” and 48” x 96” –  3/8”: 48” x 64” and 48” x 96” –  1/2”: 48” x 32”, 48” x 64” and 48” x 96”–  5/8”: 48” x 96” and 48” x 120”–  3/4”: 24½” x 96”–  1”: 24½” x 96”–  1½”: 24½” x 96”–  2”: 24½” x 96” –  Citation: KERDI-BOARD Products PDF

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Schluter KERDI-BOARD Prices

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Citation: Schluter Price Catalog

Schluter KERDI-BOARD Reviews•  Review on Lowes.com of Schluter Systems 1/2” x 48” x 8’

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Schluter KERDI-BOARD Reviews•  Review on inspiredremodeling.com

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Schluter KERDI-BOARD Campaigns

•  Conestoga Tile (supplier of ceramic, porcelain, stone, glass and metal) had an “Installation Expo” in 2012 that had 400 attendees whom represented 175 dealers, contractors and architectural firms)

•  Began Tuesday, June 19 in Harrisburg, Pennsylvania and move to Baltimore, Maryland on June 20 and Dulles, Virginia on June 21

•  Hit target audiences in three different areas of the country •  Promoted KERDI-BOARD products as well as the Schluter shower system•  Event was promoted in TileLetter •  Citation: Tile Letter Installation Expo Article

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Competitor: Wedi

Wedi

•  Sell “Wedi building boards” as main foam board product•  Boasts about saving significant amounts of time and money on job sites with product•  Headquartered in Germany, with offices throughout the EU, Asia, United States, Canada and

Israel (36 total countries)•  A proud member of many industry organizations such as Ceramic Tile Education Foundation,

Society of American Mosaic Artists, Ceramic Tile Distributor Association, The National Tile Contractors Association, The Tile Council of North America Inc., Ceramic Tile Contractor’s Association of Chicago Inc., Terrazzo Tile and Marble Association of Canada

•  Company started in 1983 in Germany•  Consider themselves the founders of tile substrate elements made up of extruded rigid

polystyrene foam•  “Your building board specialists and system supplier for innovative building prices”

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Wedi Website

•  Have a useful “finder” on website which users can type information in on a map and the closest Wedi supplies within a certain radius will appear on the map

•  However, USA website is absolutely terrible–  Product Systems Catalog doesn’t even work–  Nothing to the USA website, not even an “about us”

section•  If you really want information about Wedi and its

products, it is better to go to their German website and translate any information you may need

•  The UK has a “Wedi Depot” site, where contractors can buy/order Wedi products, USA has nothing of the sort

–  Wedi Depot

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Wedi Building Boards •  Consists of extruded, polystyrene core and is covered

in a fiberglass mesh•  Blue foam core is closed cell that does not allow the

transfer of water and retards water vapor transmission•  Excellent substrate for most flooring applications•  Will not shrink or expand over time•  Can be easily cut with a utility knife•  More expensive than cement backboard, but benefits

include…–  Saves labor costs (installation faster and easier)–  Provides one-step waterproof substrate–  Less likely to create an environment for mold and

is a crack suppressor–  Weighs 75% less than cement backboard

•  Wedi Building Panel PDF

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Wedi Building Board Products

•  Dimensions/Thickness available–  Dimensions: 2’ x 4’, 2’ x 8’, 3’ x 5’, 3’ x 8’ (XL) and 4’ x 8’ (XXL) –  Available Thicknesses:

•  2’ x 4’: 1/8”•  2’ x 8’: 3/4”, 1”, 1 1/4”, 1 1/2”, 2”, 80mm (upon request) and 100mm (upon request)•  3’ x 5’: 1/4”, 1/2”, 5/8” •  3’ x 8’ (XL): 1/2” •  4’ x 8’ (XXL): 1/2”, 2”

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Wedi Building Board Prices

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Citation: Wedi Product Catalog

Wedi Building Board Reviews•  “Probably the most popular option of the foam boards.” (DIYTileGuy.com)

•  “I have used a Kerdi-board competitor, Wedi, for a shower and found it very easy to work with. Easy to cut and seal. Comes with sealant (caulk tubes) and fastening bolts (might be tricky to drive in small backsplash places). To avoid flex, you want to use a thicker board. It’s pretty strong stuff (particularly for a kitchen backsplash, which shouldn’t bear much (any?) weight or pressure.” (diy.stackexchange.com)

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Wedi Building Board Campaigns•  WarmUp Inc. Exhibits at KBIS (Kitchen and Bath Show) 2016 in Las Vegas (Jan.18-21, 2015)•  Wedi gave a presentation on the possibilities of heating a home (talked about their baseboard

product, building board, among other things–  Gave the presentation before WarmUp, who was presenting on their new product that

could be used in conjunction with Wedi Building Boards•  Event was promoted in TileLetter•  Citation: Tile Letter KBIS 2016 Article

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Competitor: Johns Manville

Johns Manville•  Sell “AP Foil-Faced Foam Sheathing” as main foam board product•  Promotes the fact that the board has great thermal insulation, water-resistive barrier, vapor

barrier, air barrier, is noncorrosive and lightweight•  Company started in 1858

–  In 2001, bought by Berkshire Hathway•  Headquartered in the USA (Denver), with offices in 85 countries as well as 44 manufacturing

facilities in the USA, China and throughout Europe•  Product sold at both Lowe’s and Home Depot•  Core values are “people, passion, perform and protect”

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Johns Manville Website

•  Main website is very easy to use and navigate•  Besides tabs on the top, have homeowners,

professionals/building owners and fibers/nonwovens/OEM sections, each containing solutions for those separate groups of people

•  Offer three different types of foam board products: AP Foil (most similar to USG’s product), CI Max (for unfinished basements) and R-Panel (used for roofing)

•  AP Foil page has product information, installation advice, useful resources (all under resources section), videos and certifications sections

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Johns Manville AP Foil •  Consists of a uniform closed-cell polyisocyanurate

foam core bonded on each side to a foil facer•  Polyiso provides one of the highest R-values per inch

of any rigid insulation•  Is lightweight and can be easily cut with a utility knife•  Provides exceptional heat, moisture and air control to

protect your building’s exterior wall assembly•  Polyiso is one of North America’s most widely used

installation products and has been cited by the EPA for its responsible impact on the environment

•  Does not accelerate corrosion of pipes, wiring or metal studs

•  Meets the Air Barrier of Association of America boardstock criteria for materials and assemblies

•  Citation: AP Foil PDF

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Johns Manville AP Foil Products

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Citation: AP Foil PDF

Johns Manville AP Foil Prices •  Prices obtained from Menard’s online store, as Johns Manville does not have a price catalog

online

•  R-4.4 3/4” x 4’ x 8’ - $16.90•  R-2.7 1/2” x 4’ x 8’ - $13.23•  R-6 1” x 4’ x 8’ - $18.65•  R-13 2” x 4’ x 8’ - $26.66•  R-9.3 1½” x 4’ x 8’- $23.99

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Johns Manville AP Foil Review•  Featured on “100 Best New Products of 2014 on proremodeler.com: Structural, Insulation and

Housewrap”–  Based on professional remodeler feedback for the products listed–  “This rigid insulation from Johns Manville AP boasts an R-value of 6.5 at 1 inch, ranging

up to a total R-value of 22.8. Two foil facers sit around a uniform, closed-cell, polyisocyanurate foam core that provides protection against thermal bridging and water, vapor and air infiltration. Insulation pieces are non-corrosive and lightweight; installers can cut them with a utility knife or saw.” (proremodeler.com)

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Competitor: Owens Corning

Owens Corning•  Sell “FOAMULAR” products as main foam board product•  Company was founded in 1938•  Have been a Fortune 500 company for 62 consecutive years•  In 2015, sales totaled over $5.4 billion•  Products sold at Home Depot•  Operates in 25 different countries•  According to “About Us” page, have three market-leading

businesses: insulation, roofing and composites•  Owens Corning has a Mission, Purpose and Company Values

–  Mission: We aspire to build market-leading businesses; global in scope – human in scale

–  Purpose: Our people and products make the world a better place

–  Our company values: Living safely, winning with customers, leading in quality, expanding our impact through sustainability, turning knowledge into value and striving to be better every day

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Owens Corning Website

•  Main site is very easy to use and emphasizes the amount of products they have to sell

•  Have a very detailed page on foam board and all of the products they provide in regards to foam board

–  Have links to all FOAMULAR products, a Foam Product Catalogs, the CommercialComplete Wall Systems Brochure,the New Division 7 eBook, a FOAMULAR Product Guide, a ResidentialComplete Wall Systems and a FOAMULAR XPS video

–  Site provides all information you could possibly need in regards to Owens Corning Foamboard products

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Owens Corning FOAMULAR

•  Insulation delivers a proven, advanced solution to help consumers maximize their investment

•  FOAMULAR products provide long-term stable thermal performance of R-5 per inch (measured after real-time aging) and have some of the highest moisture resistance ratings in the market today

•  ASTM C578 compliant compressive strength that ranges from 15 psi to 100 psi minimum

•  FOAMULAR is a closed-cell structure making it a below-grade moisture-resisting machine

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Owens Corning FOAMULAR Products

31 Citation: FOAMULAR PDF

Owens Corning FOAMULAR Prices •  Prices obtained from Home Depot’s online store, as Owens Corning does not have a price

catalog online

•  FOAMULAR 150 1” x 4’ x 8’ R-5 Scored Square Edge Insulating Sheathing: $6.00 each•  FOAMULAR 1/2” x 4’ x 8’ R-3 Square Edge Insulating Sheathing: $10.87 each•  FOAMULAR 3/4” x 4’ x 8’ R-4 Tongue and Groove Insulating Sheathing: $12.98 each•  FOAMULAR 150 1” x 4’ x 8’ R-5 Tongue and Groove Insulating Sheathing: $13.98 each•  FOAMULAR 150 1½” x 4’ x 8’ R-7.5 Scored Squared Edge Insulation Sheathing: $20.85 each•  FOAMULAR 250 2” x 4’ x 8’ R-10 Scored Squared Edge Insulation Sheathing: $32.52 each•  FOAMULAR 150 2” x 4’ x 8’ R-10 Scored Squared Edge Insulation Sheathing: $26.32 each•  Project Panels FOAMULAR 1” x 2’ x 2’ R-5 Insulation Sheathing: $5.48

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Owens Corning FOAMULAR Review•  Reviews from Home Depot’s website

–  “This stuff is very rigid. I was stepping all over it and barely left a mark – good compressive strength. I used it between sleepers over cement and the difference was immediately noticeable. It was incredibly easy to cut. I used a razor and circular saw, both with good results. A little pricey, but money well spent.” (Rating was a 5.0/5.0)

•  Pros: Performs Well, Easy to work with, Good R-Value•  Cons: Little Pricey

–  “This product has uses beyond its intended use. It works great for model building besides insulation. Easy to work with, no little plastic beads flying around. Is easily formed and shaped. It is very versitile.

•  Pros: Easy to use, Economical•  Cons: None

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USG vs. The Competition

USG vs. The Competition

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USG vs. The Competition

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USG vs. The Competition

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OwensCorningJohnMansville WediSchluterUSG

Dimension 4'x8'4'x8'4'x8' 4'x8' 5'x3'

Thickness 1/2" 1/2"1/2"1/2"1/2"

R-Value 3 2.7 2.1N/AN/A

Cost $10.87 $13.23 $115.75 $116.54 $39.97

Costpersq.U. $0.33 $0.41 $3.62 $3.64 $2.66

Audit Takeaways •  There’s a limited amount of options that consumers have for foam board to use for moisture

reduction in their bathrooms•  USG’s main competitor in the United States is Schluter

–  Schluter seems to be the most available–  Hard to tell whether Schluter or Wedi is more popular among bloggers

•  However, internationally Wedi provides more competition•  Wedi’s USA website holds them back from being primary competitor in United States

–  Hard to get a grasp of what products they provide without Product Systems Catalog working

–  USG and Schluter’s websites far easier to navigate•  USG holds large advantage over competition with perm rating, compressive strength analysis

(psi) and the cost saving of installation without washers•  However, USG may stand to gain more by putting more of their foam board products at

Menard’s, Lowe’s and Home Depot (only 1 foam board product available (and only in one size!) at all three combined, Home Depot sells the 3’ x 5’ x 1/2”)

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Product Promotion •  A good way for USG to increase product visibility would be to (if possible) start selling their

product at Lowe’s, Home Depot and Menard’s, or just places where a common consumer would shop.

•  USG can also promote their project by engaging in trade shows (list of upcoming construction/remodeling trade shows here: Potential Tradeshows)

•  USG should continually harp on the fact that their product is significantly better than the competitions, while promoting the same things such as the easy installation, customization options and cost of saving without washers (which competition does not have)

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