Interface Case

1. Carpet in general is best categorized as a shopping product; however, Interface’s carpet is more of a specialty product due to its sustainability program. Being the worldwide leader in design, production and sales of environmentally responsible modular carpet, Interface is able to differentiate itself from competitors eliminating substitutes. Through its Mission Zero effort, the company has decreased greenhouse emissions and the use of fossil fuels which specifically appeals to the demand of green product consumers. Ultimately through its sustainability-focused business models, Interface modular carpet is able to create exclusivity which makes it a specialty product.

2. While Interface’s modular carpet serves the same basic function as any other carpet, it is its packaging and auxiliary dimensions of the core product in a sustainable fashion that creates a marketing advantage for Interface. Interface’s brand name, logo, and trademark are a representation of the sustainability-focused business models the company uses. These forms of packaging tailored accordingly to specific legal systems, local traditions, and cultures enable Interface to communicate the message that its carpet is produced in a sustainable fashion. Additionally, auxiliary dimensions in the form of warranties, instructions, company contract information and the image of Interface reinforce mission, thus creating a marketing advantage over competitors.

3. Carpeting is in the maturity stage of the product life cycle. Currently there is saturation and intense competition in the market causing sales to increase at a decreasing rate. Since there are currently limited substitutes as carpet is still frequently used, it has not yet reached the decline stage. However, the sustainable modular carpet products fit in the growth stage of the product life cycle according to the product cycle theory. Being a differentiated product through its sustainability-focused business models, Interface is able to produce carpet sales at an increasing rate. This is due to its exclusivity making the product highly demanded. While modular carpet products have been experience growth, after looking at Interface’s annual report, since 2008 the company has been experiencing both increases and decreases in revenue depending on the year.