Press Information
Date: November 17, 2015
New basic segment generation of roof windows / “RotoQ”: clever innovation /
Purchasing criteria satisfied / Genuine customer benefits / Audible edge with
“click” assembly / Tangible differentiation / Good grades and positive
feedback / Successful market launch / International concept / Further range
expansion
Roof iPad
Vienna/Lövö/Bad Mergentheim - (rp) And it went click – this short
sentence may soon be heard more frequently on European
construction sites. More specifically: when installing a new generation
of roof windows. It is called “RotoQ” and, according to Christoph
Hugenberg, it is already “an exceptional success story”. During the
first joint International Roto Trade Press Day, hosted together with the
Window and Door Technology Division, the Roof and Solar
Technology chairman identified the main reason for this as the
“consistent focus on customer benefits”. He explained the details from
the initial product idea through to the market launch to about 80
journalists from 19 countries in Lövö, Hungary, in mid-November
2015.
The innovation is the result of an intensive analysis of the market and
competitive environment as well as customer requirements. This
showed that, in the European market, more than 50% of timber and
PVC roof windows are produced in the basic segment. The
corresponding wide range of offers can be illustrated based on the
automotive industry example. In this high-volume market, it primarily
comes down to clear differentiation.
The second important product development factor was the market
partners’ opinion of the key criteria for buying roof windows. Roto for
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this purpose used targeted surveys in several European countries. On
balance, ease of installation, subjective product quality and energy
efficiency were the most frequently identified factors. Hugenberg also
included a special aspect: “Innovations should not go against trusted
and familiar professional standards.”
Anyone looking to guarantee “tangible customer benefits” for this
reason must satisfy all these requirements. This “RotoQ” success was
so impressive that it comes very close to the goal of creating “the iPad
of roof windows” and a self-explanatory practical solution. This was
also demonstrated by a look at the characteristics of the product
range, which is ideal for all roof types, foil roofs and above-rafter
insulation.
Specific value-added in series production
Hugenberg highlighted the simple and secure “click” installation as the
“most important difference” to conventional market alternatives. They
make it literally impossible to ignore the correct installation, even if
several operation steps are required. This is the case for the internal
accessories’ tool-free installation and dismantling as well as the tooland screw-free sheeting installation.
The manufacturer also listed durability, the guaranteed gap
dimension,
installation
and
suspension
assistance,
the
sash
adjustment option and the prefitted thermal insulation as other, in
some cases, exclusive installation plus points. On the other hand, the
innovation also provided builders and renovators with specific added
value, such as, for instance, that arising from user-friendly ergonomics
and surface feel as well as the attractive overall impression with
reduced profiles.
Much praise from the most important target group
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The public premiere of the “first roof window that talks to you” at “BAU
2015” was preceded by intensive international market level tests,
reported the chairman. Two thousand windows were installed and no
less than 250 product improvements were incorporated, some of
which led to last-minute optimisations. The emotional “MissionQ” kickoff event for the internal organisation and selected customers was
followed by the Munich exhibition presence in January.
To obtain a neutral “highlights” and presentation assessment on
behalf of the manufacturer, the forsa institute surveyed exhibition
visitors, predominantly from the roofing sector. 85% of participants
assessed “RotoQ” as “very positive”. Unprompted responses, such as
“acoustic click response during installation”, “smart fast assembly plug
system”, “no screw fixings and external screws” as well as “prefitted
thermal insulation” confirmed the specific customer benefit analysis
criteria, reported Hugenberg, pleased. Other reports from practice
also documented customer satisfaction. For example, while an
English fabricator expressed that “It is the easiest roof window that I
have ever installed”, a German colleague praised the roofers’
integration in the product development phase as “a big step in the
right direction”.
Well-earned optimism
In 2015 the company’s sales and marketing activities were
predominantly focussed on the “RotoQ” launch. Internationally, this
involved about 150,000 customer visits, over 4,500 training sessions,
more than 200 “local” events as well as the point-of-sale presentation
of over 1,000 windows. The responses from continuous customer
discussions, in which managers are often also involved, were received
directly by the project team. At its core, the innovation’s success was
based on the fact that “customers understand the concept and are
very impressed by the product and its quality”. This was ultimately
also reflected by the number of convinced trades’ people who
supported the sales campaigns.
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In his forecast, Hugenberg announced the already initiated significant
sales capacity increase and the development of the versions
necessary for international markets. This will also support continuous
“RotoQ” portfolio expansion. As a result, the conclusion drawn in Lövö
was: “We are confident that the smart roof window generation will
ensure excellent long-term performance in the hard-fought basic
segment.”
Captions
Roto is looking to ensure “excellent long-term performance” in the
hard-fought basic segment with a new generation of roof windows. It
also satisfies the three criteria of ease of installation, subjective
product quality and energy efficiency, which are critical for purchase
decisions. Ultimately, “RotoQ” also ensures “tangible customer
benefits”.
Photo: Roto
Q_Einbau.jpg
The Roto team has every reason to be pleased: the new roof window
innovation has been “very well received” especially in the roofing
sector, the most important target group, reports the company. But
awards of a different kind also put everyone in a good mood, such as
during an exhibition in Prague. The “Golden roof tile” for the best
exhibit was awarded to the “RotoQ” presentation.
Photo: Roto
Messe_Team.jpg
The first public “RotoQ” première was at the Munich “BAU 2015”. 85%
of the stand visitors surveyed by the forsa institute assessed the
innovation as “very positive”. Unprompted references to characteristic
product features according to survey results also signalled a high
customer satisfaction.
Photo: Roto
Messe_Exponat.jpg
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And it went click – this short sentence may soon be heard more often
on European construction sites. More specifically: when installing the
new “RotoQ” generation of roof windows. The characteristic sound
provides an audible “Okay” for correct execution in several operation
steps.
Photo: Roto
Klick_Montage.jpg
According to the manufacturer, “RotoQ” is the “impressive result” of an
intensive analysis of the market and competitive environment as well
as customer requirements. The patented roof window innovation
provides a clear differentiation to conventional alternatives with its
simple as well as secure “click” installation. The range will also be
continuously expanded with international versions.
Photo: Roto
Q_Freisteller.jpg
According to Christoph Hugenberg, the new “RotoQ” roof window
range is already “an exceptional success story”. The Roof and Solar
Technology chairman explained that the primary reason for this was
the “consistent focus on customer benefits” to about 80 trade
journalists from 19 countries in mid-November 2015.
Photo: Roto
Christoph_Hugenberg.jpg
Print free – copy requested
Publisher: Roto Dach- und Solartechnologie GmbH • Wilhelm-Frank-Str. 38-40 • 97980
Bad Mergentheim • Tel. +49 7931 5490 0 • Fax +49 7931 5490 50 • dachundsolar@rotofrank.com
Editor: Linnigpublic Agency for Public Relations GmbH; office Koblenz • Fritz-von-UnruhStraße 1 • 56077 Koblenz • Tel. +49 261 303839 0 • Fax +49 261 303839 1 •
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