I was pleased to read your recent overview of the vinyl siding industry (Page 1, June 21). With all the recent acquisitions and consolidation, changing distribution, creative marketing and ongoing product advancements, vinyl siding certainly has established itself as an industry that's as competitive as any other.
It's an industry, too, with so much opportunity, which is why it receives so much attention when we're discussing long-term, strategic plans at Owens Corning — and when we're allocating research and development, manufacturing and marketing resources.
We unfortunately didn't take the opportunity to comment for Shannon Ledson's story. In lieu of our comments, however, others filled the gap with their own opinions and speculation about Owens Corning's strategy, and the effectiveness of that strategy, for its vinyl siding business.
Though belated, the following comments should spell out our strategy, and articulate where we think the industry is headed.
First, we will continue to support our independent distributors as well as our company-owned distributors. Our multiple brands let our distributor-customers sell to their customers with minimal channel conflict. The strength of our brands is the key to ongoing success. It's our No. 1 point of differentiation, and our growth platform.
Second, we will continue to look for ways to grow the vinyl siding business — new channels, new customers, new uses, etc. Expanding the market and creating additional demand may mean that Owens Corning does things differently. I think our focus on creating demand — and not on our share of the current market — doesn't necessarily fit with the ``rules of the game,'' and consequently leads to confusion and speculation.
Again, thanks to Plastics News for the great article on vinyl siding.