060 GGP 0115

GGP January 2015

60 M A R K E T I N S I G H T A defining year Steve McIntyre, marketing director at Ultraframe, believes that 2015 will be a ‘defining year ‘for the UK conservatory market. Here, Steve reviews 2014 and gives a snapshot of likely Last year was a fantastic one for many of our network partners with indicators pointing towards a prosperous 2015. But it’s no accident that our network continues to experience growth. In the last two years we have brought to market a broad range of roof and extension systems that enable our network partners to design spaces to meet the needs of most homeowners. Add to this the launch of the award-winning LivinROOF system and we are giving our network partners the ultimate opportunity to target the growing replacement roof market. Without question, the range of roofs available today enables our network to deliver against the broadest brief but we’ve also deepened our understanding of consumer needs when it comes to home improvement. Our job is to develop roof systems that we know “Centaur Home Improvements’ consumer study that suggests that conservatories will be one of the most popular home improvement homeowners are looking for. If we go back to the launch of Loggia, it was during that development period that we really started to understand the home improver. That work continues and we are working with the home improvement media to develop campaigns that not only raise consumer awareness and generate leads for our roof systems, but also enable us to stay aligned with home improvement trends. We can draw confidence from Centaur Home Ultraframe’s new ultraSky lantern range this month launches this month Improvements’ consumer study that suggests that conservatories will be one of the most popular home improvement investments by UK homeowners in 2015. Our own research suggests that homeowners are looking for improved thermal performance as a major factor in their choice of conservatory or glazed extension, yet the appeal of glazed spaces is still very high. This consumer insight continues to drive our product development and cannot be better demonstrated than in our award winning solid roof offer, LivinROOF, which combines all the thermal performance solid, well insulated roofs can deliver, but with the option of creating some stunning, contemporary glazed features at no extra cost. We will continue to invest in new product development, ensuring that consumer needs are at the heart of every new innovation but critically, we want to give our network a competitive advantage and a number of unique selling points. 2015 will be no different with some exciting new product launches, beginning with the launch of the new ultraSky lantern range this month. Against this backdrop of positivity from the market and our continued investment in great new products, as a sector, we also need to be mindful of a number of macro-economic issues that impact our mutual success. We will all have seen the price increases in key materials like aluminium and glass through 2014 and this looks set to continue into 2015. But on a micro-level, we recognise that many of our network partners are suffering the consequences of price inflation for groundworks and bases, caused by rising building materials prices, in particular bricks and in certain parts of the country, demand for bricklayers from the housing sector is pushing up sub-contractor labour rates. However, we are optimistic that 2015 looks like being an exciting and dynamic year for the conservatory market and as the only specialist UK conservatory system manufacturer, rest assured that our focus will be as sharp as ever and our commitment to supporting our entire network will ensure all Ultraframe partners will continue to thrive and deliver above industry growth. outcomes for the conservatory market in 2015. www.ggp.com January 2015 investments in 2015”


GGP January 2015
To see the actual publication please follow the link above