Norbord, the UK’s leading panel products manufacturer, has re-launched its top-selling MDF range with new product names designed to help customers choose the right board for their requirements – quickly and easily.
The new range offers the same variety of high quality boards yet these are now grouped logically into just three basic lines so that the purchaser can identify the best board for specific requirements: Caberwood MDF Trade, Caberwood MDF Pro and Caberwood MDF Industrial MR.
MDF (or Medium Density Fibreboard) is one of the most widely-used materials in interior fit-out, DIY, general building and furniture manufacturer. Made from wood fibres bonded together in a resin matrix, its fine, even texture and excellent workability make it ideal for many applications traditionally calling for natural wood.
Norbord currently produces three basic types of MDF, ranging from a lightweight general purpose board through to a relatively high-density grade designed for use in manufactured components.
Previously marketed at “Light”, “Standard” and “Deep Rout”, these three basic lines were further supplemented with “Moisture Resistant” (MR), “Moisture Resistant Light” and “Industrial MR”.
“The new structure means that the focus of the three new names is on typical end uses - not the MDF grade. Ease of selection for the end-user was our objective” explains Norbord regional sales manager, David Webb.
While the existing grades still exist, the new names create a logical brand identity. Hence customers can choose from “Trade”, “Pro” and “Industrial MR” with Trade and Pro options also available in moisture resistant versions.
Only one previous grade – MDF Ultralight – is no longer available. “Caberwood MDF Trade fulfils the role of Ultralight and is now the lightest grade in the range,” explains David.
The new product names are now more descriptive and follow a well-established tradition in the building materials industry. “Trade” is a term widely used to describe products designed for general use by tradesmen carrying out a range of small building works. Caberwood MDF Trade will appeal to jobbing builders and DIY customers who buy their MDF through builders’ merchants.
The term “Pro” or “Professional” is widely used to denote professional builders and, in this case, carpenters who specialise in high-end applications such as interior fit-out work. They will be using Caberwood MDF on a daily basis, procuring their supplies through both builders’ and timber merchants.
“Industrial” indicates the suitability of the product for use as a stock material in a manufacturing process. Caberwood MDF Industrial is, therefore, aimed at manufacturers of doors, furniture, architectural mouldings and other added-value products which involve extensive machining and the application of specialist surface finishes.
Norbord is now embarking on a major marketing campaign designed to consolidate Caberwood’s position as the UK’s leading brand of MDF and to familiarise customers and dealers with the new, streamlined, product names.
Friday, September 28, 2012
http://www.norbord.co.uk/news/what%E2%80%99s-name-quite-lot-says-norbord
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