Case Studies

Customer Profile

Mohawk Industries is a leading global manufacturer of residential and commercial flooring, including carpet, rugs, ceramic tile, laminate, wood, stone and vinyl flooring.

Market:

Mohawk Industries has operations in Australia, Brazil, Canada, China, Europe, India, Malaysia, Mexico, Russia and the United States.

Industry:

Residential and commercial flooring products.

Challenge:

Create a competitive advantage for Mohawk tile and stone products by providing a unique “concept selling” environment.

"For more than 120 years, Mohawk has been a trusted name in carpets. Today, the company is the leading producer and distributor of flooring worldwide. All major flooring categories – carpet, rugs, hardwood, laminate, ceramic tile, and vinyl flooring – may be purchased at authorized Mohawk dealers for residential or commercial application. The company operates under four divisions with its own products, features and brand names."

MOHAWK INDUSTRIES Mohawk Tile Bottega Program

Challenge

Mohawk Industries wanted to capitalize on the growing consumer love affair with stone and tile – particularly in the Florida market – but was finding it difficult to secure and maintain an exclusive and high impact presence for its tile and stone products within Retail Flooring Dealer showrooms.

Solution

Marketing Alternatives developed and produced the Mohawk Tile Bottega program – a turnkey store-within-a-store merchandising concept that is supported with a variety of value-added marketing elements – to gain a commanding presence within the flooring dealer store as well as secure their loyalty to Mohawk. Marketing Alternatives also created the sell-in concept and materials that were used to approach flooring dealers with the opportunity to become Mohawk Tile Bottega retailers.


Value-Added Retailer Support Components include: Grand Opening Promo Kit, Customer Satisfaction Program, Exclusive New Product Introductions, Retailer Website, Semi-Annual Tile Bottega Retailer Roundtables, New Mover Direct Marketing Support, Retail Sales Training, Print/Broadcast Advertising Support, Seasonal Promotions, Retailer Resource Program.