a.b.e. Construction Materials is part of the Chryso Southern Africa Group.
Elrene Smuts, a.b.e. Product Manager: Retail, says the feedback from the hardware retailers to the company intensified drive into the DIY market has been overwhelmingly positive. “It is indeed gratifying. But there’s more to come – our augmented DIY drive has just begun,” she stated.
That is good news for hardware merchants who in the past few months have already experienced impressive a.b.e. determination to dominate the market even more than it has done for over seven decades. Some recent highlights of a.b.e.’s hardware retail campaign include the launching of several new DIY-friendly products such as:
- abe.bond plasta kee, a one-component bonding liquid that substantially improves the non-structural bonding of cement screeds, rendering, and Gypsum plasters. The product is suitable as primer coat for renderings and toppings.
- abe.cote clear polyurethane, a polyurethane top-coating that provides an ultra-durable, clear coating with a matt finish. The new product provides strong resistance against water, alcohols, salt solution and petrol;
- abe.cote 337 tough epoxy paint, a water-dispersed epoxy emulsion paint with smooth finish. This is a protective, decorative and oil-resistant coating for cementitious, masonry and asphalt surfaces and ideal for cold rooms, shopping areas, factories and warehouses, parking garages and dairies; and
- dura.grout, a non-shrink cement-based grouting compound with graded siliceous aggregate and chemical reagents to prevent shrinkage during curing. It is ideal for concrete bedding, grouting and repairs.
“dura.grout is part of a.b.e.’s new technology dustless product range which offers over 80% greater reduction of hazardous dust compared with other powder-based grouts, mortars, and self-levelling screeds that have to be poured out of bags for mixing on site,” Smuts explained. “It is one of several a.b.e. products that are now available in dustless form to benefit building enthusiasts when grouting, applying mortar renders or patch repairs, or laying self-levelling flooring systems.”
Also, to cater for the hardware retailers and DIY market, a.b.e. has produced a new comprehensive set of product manuals as well as brochures as part of its intensified marketing drive. The colourful manuals and brochures – which are available on a product guide CD – cover the extensive a.b.e. product ranges in Waterproofing; Silicones, Sealants & Adhesives; Flooring; Concrete Repair; General Construction; and DIY.
The DIY publication lists the wide range of a.b.e. products on hardware store shelves for home improvement projects involving grouting, waterproofing, sealing, bonding and flooring.
The company profile includes details of the a.b.e. operational divisions, product range, project portfolios, and company structure and branch network.
Finally, a.b.e. Construction Chemicals has recently also introduced new, attention-grabbing packaging on its popular range of products sold at hardware outlets.
Smuts says the packaging concentrates in particular on being attention-grabbing, informative and mostly innovative. Specific user benefits are incorporated such as the Quick Response (QR) codes that links the buyer to the comprehensive product datasheet via the website; as well as the key feature tags and images which help the consumer spot the product differences, product category and application. This makes product selection for the consumer much easier.
For more information, contact a.b.e. on tel 011 306 9000.