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27 Feb 2008  -  United States

ICPA has a new new branding name: MasterCast Engineered Composites

After months of market research and testing with end users and specifiers, the International Cast Polymer Alliance (ICPA) announced on February 25, 2008 that MasterCast Engineered Composites will be the new branding name for cast polymers. The new umbrella name, which has been created to help member companies market their products, will appear on all ICPA marketing materials, as well as on a consumer-oriented website currently under development.

"The name MasterCast Engineered Composites conveys both what our products are and what our customers want to call them," says Gary Whiting, President of ICPA. "This new name will be the centerpiece of our new marketing initiative."

The new branding name is part of ICPA's larger marketing strategic plan to improve the visibility of cast polymer products and revitalize the industry. ICPA's Marketing Committee has been working with the Wexler Marketing Group to conduct market research and to develop a strategic plan and program elements. Developing a marketing initiative involved four phases: an internal marketing audit, an external marketing audit, a member survey and a marketing action plan that called for rebranding.

Determining the new branding name involved several layers of marketing research, including a focus group and a follow-up omnibus survey of end users, as well as an on-line survey of specifiers.

About the International Cast Polymer Alliance
The International Cast Polymer Alliance (ICPA) is a nonprofit organization representing over 300 members including manufacturers, suppliers, fabricators, and installers of cultured marble, cultured granite, cultured onyx, and solid surface kitchen and bath products. ICPA is dedicated to promoting recognition and demand for cast polymer products, representing the industry on legislative and regulatory issues, and maintaining high standards of quality in cast polymer products. ICPA publishes a monthly magazine, The Cast Polymer Connection. ICPA is an alliance of the American Composites Manufacturers Association (ACMA), the world’s largest trade group representing the composites industry.

Source : ICPA