NEW YORK - Owens Corning has launched its System Thinking strategy, linking the Owens Corning name and the Pink Panther character to a broad range of home construction products. Owens Corning, best known to homeowners for its pink Fiberglas insulation, has been expanding its base in recent years, buying manufacturers of foamed plastic insulation, vinyl window fabricators and other products.
The company also sells vinyl siding, which it purchases from an outside extruder.
Glen Hiner, Owens Corning's chairman and chief executive officer, said System Thinking ``strengthens our position as the global materials leader and propels us toward our $5 billion, 1999 sales goal. This strategy will define and govern every aspect of our business, from our building materials division to our composites business, science and technology organization and worldwide operations. It is the future of our company.''
In 1995, sales were $3.6 billion.
Hiner announced the strategy at a New York press conference Sept. 18.
Initially, the company's strategy will focus on the $100 billion home improvement market, with a campaign called ``System Thinking for the Home.''
It includes four product systems: insulation, roofing, sound control and low-maintenance exterior.
Hiner said that, with System Thinking, the company's building materials division should grow at a rate of 8-10 percent a year over the next five years. The industry is presently growing only at 2-3 percent.
A study by Owens Corning in August revealed 88 percent of U.S. homeowners like to make improvements to their home, yet nearly half say it is difficult to get good information on how to do a project. Starting one project can lead to unexpected problems.
A national advertising campaign began in mid-September. Television commercials are running on The Today Show, Good Morning America, CNN, Bob Vila's Home Again and college and NFL football.
Two-page magazine ads are running in publications such as Sports Illustrated, Newsweek, Country Living and Popular Mechanics.
The systems approach also will be featured on Vila's program and on the PBS show Hometime.