Document MJ5vvzv4KxR1XyB3j7NxJMnb7

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 CTL018370 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 CTL018371 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 CTL018372 Good News 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 CTL018373 Objectives Purchase & use decisions Major issues Info/perceptions affecting usage Markets accepting/excluding PVC Sales increase expectations Target audiences/messages Information sources General recommendations CTL018374 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 CTL018375 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 CTL018376 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 CTL018377 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 CTL018378 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 CTL018379 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 CTL018380 PVC Attributes Inexpensive Easy lo Use Safe Used by All Good Performance Use More in '09 0 20 40 60 Percent 00 01 80 1 CTL018381 Inexpensive All Respondents Wire Manufacturers Wire Distributors Architects Contractors Specifiers Dldy. Code Officials Local Fire Off'Is. Tclcctronics Mfrs. Appliancc/Dc signers 0 20 40 GO 80 100 Percent CTL018382 Easy to Use All Respondents Wire Manufacturers Wire Distributors Architects Contractors Specifiers Bldg. Code Officials Local Fire Off'ls. Tclcctronics Mfrs. Appliancc/Dcsigncrs 0 20 40 60 00 100 Percent CTl'0l8383 Safe All Respondents Wire Manufacturers Wire Distributors Architects Contractors Specifiers Bldg. Code Officials Local Fire Off'ls. Tclectronics Mfrs. Appliancc/Dcsigncrs 0 25 Percent 69j 03 67 07 H60 67 50 68 75 100 CTL0183q4 Customer Acceptance All Respondents Wire Manufacturers Wire Distributors Architects Contractors Specifiers Bldg. Code Officials Local Fire Off'ls. Telcctronics Mfrs. Appliancc/Dcsicjncrs 0 25 Percent ^03 6?| 50 75 100 100 100 CTL018385 Good Performance All Respondents Wire Manufacturers Wire Distributors Architects Contractors Specifiers Bldg. Code Officials Local Fire Off'ls. j>'ir.i.-.i: : Tclcclronics Mbs. 1 r '^ ! rK '* ' ` Appliancc/Dcsirjncrs | 0 25 Percent 50 a 75 100 CTL018386 Increased 1989 Use All Respondents Wire Manufacturers Wire Distributors Architects Contractors Specifiers Bldg. Code Officials Local Fire Ofl'ls. Telectronics Mfrs. Appliance/Designers 0 25 50 75 Percent 100 CTL018387 Wire Manufacturers Wire Distributors Architects Contractors Specifiers Dldg. Code Officials Local Fire Off'ls. Tclectronic3 Mfr3. Appliancc/Dcsigncrs Recommenders 1 2 Engineers Customer specs. Specifying engineer Specifying engineer Specifying engineer Engineers Engineers UL approval CTL018388 Electrical Materials Marketplace Decision/Influence Flow (jtLOlS389 Electrical Materials Marketplace Decislon/lnfluence Flow CTL018390 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. CTL018391 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/mcssagcs -- Technical/emotional Information sources -- Specifying engineer/codes General recommendations -- Code bodies/technical data CTL018392 Electrical Materials Marketplace Decision/Influence Flow CTL018393