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PRESENTATION MADE BY THOMAS SOMMERS OF SOMMERS AND ASSOCIATES IN HOUSTON, TEXAS AT THE VINYL INSTITUTE 6TH ANNUAL MEETING MAY 9, 1989 AT CALLAWAY GARDENS, PINE MOUNTAIN, GEORGIA CTL027871 Good News Electrical materials market remains steady; most respondents expect to use more in 1989 Low cost -- PVC's primary advantage -- is not being challenged in users' minds PVC's other performance attributes are understood and well-regarded CTL027872 Bad News "Toxicity" issue may have calmed down, but it has become widely accepted in building/fire community Unless toxicity issue is neutralized, there is potential for broad scale switching to alternative materials In telectronics market, corrosiveness is emerging as a significant issue following the Hinsdale fire CTL027873 Good Nows Existing data and on-going research can convincingly answer both toxicity/fire hazard and corrosion issues The opinion leaders who will influence future building codes are interested in and open to the pro-PVC case CTL027874 Objectives Purchase & use decisions Major issues Info/perceptions affecting usage Markets accepting/excluding PVC Sales increase expectations Target audiences/messages Information sources General recommendations CtL027875 Audiences Appliance manufacturers Architects Building code bodies Building contractors Building materials specifiers Local fire/safety officials Local zoning officials National safety officials/opinion leaders Product designers/engineers Telectronics manufacturers Trade/professional media Wire distributors Wire makers CTL027876 Methodology 125 survey respondents, 28 states & Canada Approved questionnaire 30 - 40 minute telephone interviews, open-ended February to April, 1989 Association membership lists & networking Quantitative and qualitative CTL027877 Findings Codes (NEC) basis for purchase & use decisions Specifying engineers key "recommenders" -- they rely on codes Specifiers accept "toxicity" label without question Code process reactive to initiatives/action from sources like fire services or VI CTL02T878 Findings "Toxicity" issue latent, but almost unanimously regarded as bona fide PVC has lost the propaganda war Cost remains primary decision factor vs toxicity "Toxicity" issue makes competitors' investments in substitute materials strategically feasible CTL027879 Findings Key national opinion leaders on safety questions understand the fallacies of "toxicity" issue & are interested in new data Current research offers powerful, credible data comparing PVC with other materials. VI can use this information to turn-around opinion leaders Other target audiences will follow opinion leaders' technical lead CTL027880 Findings Most target audiences expect increased PVC usage in the near term Significant skepticism is raised by telectronics manufacturers about appropriateness of PVC use, primarily a result of Hinsdale fire perceptions CTL027881 PVC Attributes Inexpensive Easy to Use Safe Used by All Good Performance vt" t--'vX,rV'V,t>* t V'-iv; Use More in '09 0 20 Percent 40 02 60 00 91 80 100 CTL027882 Inexpensive All Rcspondcnls Wire Manufacturers Wire Dislribulors Architects Contractors Specifiers Uldij. Code Officials Local l:nc Offls. Telectronics Mfrs Appliance/Designers 0 20 40 00 00 100 Percent CTL027883 Easy to Use All Respondents Wire Manufacturers Wire Distributors Architects Contractors Specifiers Uklcj. Code Officials Local Fire Of FIs. Tclcctronics Mfrs. Appliance/Designers 0 20 Percent 40 60 00 100 CTL027884 Safe All Respondents Wire Manufacturers Wire Distributors Architects Contractors Specifiers Bldg. Code Officials Local Fire Off'ls. Tclcclronics Mfrs. Appliancc/Dcsicjncrs 33 0 25 Percent 63 07 07 50 75 100 CTL027885 Customer Acceptance All Respondents Wire Manufacturers Wire Distributors Architects Contractors Specifiers Bldg. Code Officials Local Fire Off'ls. Tclcctronics Mfrs. Appliancc/Dcsigncrs 0 25 50 75 Percent 100 CTL027886 Good Performance All Respondcnls Wire Manufacturers Wire Distributors Architects Contractors Specifiers Dldcj. Code Officials Local Lire Off'ls. Tclcctronics Mfrs. Appliancc/Dcsicjncrs 0 25 50 75 Percent 100 CTL027887 Increased 1989 Use All Respondents Wire Manufacturers Wire Distributors Architects Contractors Specifiers Gldfj. Code Officials Local Lite Olf'ls. Telcctronics Mfrs. Appliancc/Designers 0 25 50 75 Percent 100 CTI'027888 Wire Manufacturers Wire Distributors Architects Contractors Specifiers Idg. Code Officials Local Fire Of ('Is. Tclcclronics Mira. Appliancc/Dcsigncrs Usage Criteria u1 u2 Specs Cost Customer Cost Sweets Catalog Codes Specs Codes Codes Cost Codes UL approval Codes Codes Elec, properties Cost 3 Flammability UL approval Specifiers C03t Performance Specs Customer CTL027889 Wire Manufacturers Wire Distributors Architects Contractors Specifiers Dldg. Code Officials Local Fire Off'ls. Tclcctronics Mfrs. Appliancc/Dcsigncrs Recommenders " 1 11 2 Engineers Customer specs. Specifying engineer Specifying engineer Specifying engineer Engineers Engineers UL approval CTt027s90 Electrical Materials Marketplace Decision/Influence Flow CTL027891 Electrical Materials Marketplace Decision/Influence Flow CTi7a92 Recommendations Technical Information Campaign to distribute new information and research on PVC, fire safety & toxicity. Identify & begin working with allies on product research code and legislative issues. Consider "repositioning" PVC to match attributes & capabilities more clearly with target audiences' perceived needs. Prepare for counterattack from opponents. CTL027893 Objectives Purchase & use decisions Building codes Major issues Toxicity/fire hazard Info/perceptions affecting usage -- Cost & toxicity Markets accepting/excluding PVC -- Building codes Sales increase expectations 62% Target audiences/messages Technical/emotional Information sources Specifying engineer/codes General recommendations Code bodies/technical data CTL027894  (Electrical Materials Marketplace Decislon/lnftuence Flow CTl027895