KCG - Kullberg Consulting Group, LLC

PANOLAM AND PANOLAM INDUSTRIES

The Decorative Products Division of Domtar, Inc., the largest paper company in Canada, produces thermally fused melamine panels in a variety of colors, patterns and woodgrains. These panels are sold to fabricators who use them in the manufacture of office furniture, residential furniture, store fixtures, and kitchen/bath cabinets.

Domtar planned to sell off its Division; however, no product brand name existed, an obvious concern to the seller, much less to any potential buyer.

KCG began working on the branding assignment in August, 1994. In January, 1995 Panolam™ brand was introduced. In June, 1996 the Division was sold and a new company, Panolam Industries, was born.

Panolam developed the highest level of unaided brand awareness in the four market segments in which it competes, and Panolam Industries achieved, far and away, the dominant share in North America with nearly $200 million in sales.

The following presents an overview of some of the marketing and marketing communications assistance we have provided, augmenting the Company's one-person Marketing Department:

Brand Identity including name, logo, literature and graphic standards

Newsletters to distributors and manufacturing customers

Corporate Identity including name, logo, literature and graphic standards

Business-To-Business Advertising directed at four market segments

Public Relations directed at four market segments

Market Research among six market segments

Brand Brochures

Packaging

Trade Shows

Sales Sheets for new product programs

Distributor Identity Program including name, logo, ad mats and brochures

All aspects of marketing for Panolam brand and Panolam Industries

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