Drywall Category Players, Part 1
In this study, we found that both Georgia-Pacific and Knauf are selling gypsum board products to DIY consumers and professional contractors. Please refer to our attached spreadsheet for this study. Furthermore, below is a detailed explanation of our methodology and findings.
We initially started the research by searching how Georgia-Pacific and Knauf compare with each other in terms of their drywall gypsum board products. While checking the official website of Georgia-Pacific, we found that each product page has information regarding specs, warranties, resources such as installation instructions, and FAQ for a particular product. We could not find any page that focuses on professional installation only. Its FAQ and safety pages also did not mention any product that requires professional installation only. Since we could not find any pages that are dedicated to professional builders only, we assumed that all the products of Georgia-Pacific are available to both B2B and B2C customers.
Next, we checked the official website of Knauf and found that it has no pricing and ordering information. In this website, we only found information regarding the company, its history, company sponsored works, and product details. We also checked the U.K.-based website of Knauf. From this source, we only found product information without pricing, but with a request information button for each product, and a page for requests and purchasing. However, the website did not specify any products for professional builders or individual consumers only.
Since the official websites of Georgia-Pacific and Knauf did not state that their products are available to individual consumers or professional contractors only, we assumed that all of their products are available to individual consumers and contractors. We also assumed that any advertising of their products made is directed at both B2B and B2C consumers.
Georgia-Pacific has four types of gypsum products, namely: exterior roof, exterior systems, exterior walls, and interior. For two exterior roof products, one has hail resistance. Its one exterior system has an air barrier, gypsum sheathing, and water-resistive barrier around the gypsum board. It also has two exterior wall products - one having a moisture barrier. For multiple interior wall products, seven are fire rated, four are moisture resistant, three are lightweight, three are for specialty applications, two are made for abuse or impact, and one is standard. Each individual product page has its own specs, warranties, product resources such as installation instructions, and FAQ as shown in ToughRock® Fireguard X.
Georgia-Pacific has two main types of interior gypsum board products, namely: fiberglass mat-faced panel and paper-faced panels. The fiberglass products (Dens® Solutions) are made for high moisture areas and abuse/impact areas, while the paper-faces products (ToughRock®) are used in standard or special applications including fire rated, lightweight applications, and curved applications.
Georgia-Pacific does not sell products directly to the public, but has a “Where To Buy” page on its official website. Menards carries 12 types of Georgia-Pacific drywall sheets amounting from $9.98 to $28.99 per sheet. It also offers special deals for contractors, but no pricing options. Lowe’s carries four types of Georgia-Pacific drywall sheet amounting between $7.86 and $11.79 per sheet.
Georgia-Pacific has a YouTube Channel for its product line named “DensElementTM Barrier System” with 526 subscribers and more than 3,000 views. Due to the upswing in DIY, it had a campaign in the mid-2000 named “Stop Feeding the Mold” that became successful in promoting its paperless drywall. However, the campaign ended and the link to its campaign’s webpage is directing its customers to its current mold resistant drywall. Georgia-Pacific has a Facebook page that showcases employees, products, and the company’s charitable efforts. Currently, it has more than 29,000 followers.
Since 1965, Georgia-Pacific believes that it is committed in providing the best quality of gypsum boards and building products. It is also proud to continue to become innovators and to create new products to help builders in building homes and commercial buildings with the best quality. Georgia-Pacific’s taglines include “A Storied History of Innovation - with a Focus on the Future”.
Knauf has 15 products (four are interior gypsum board products) available in the list of Worldwide Product Range. Other products include cement board, specialty board, floor scree, and joint compound. It also has diamant board with enhanced sound insulation, fire protection, and high humidity. Knauf’s safeboard is made for radiation protection, and silentboard has a special gypsum core for highest sound shield insulation.
The U.K.-based website of Knauf did not have pricing options, but has “Purchase Terms and Conditions” page that has orders and requests that must be complied online. Alibaba shows that Knauf’s gypsum board prices amount from $.10 to $12 from many retailers.
Knauf is a popular brand for high-quality plasterboard in the U.K. Its award-winning advertising campaign in the U.K. included paid search, press ads, social media and email, direct mailer, and online game based on the campaign’s theme “Are You Missing Something?” that informs customers that its more than just a drywall company. Knauf recently purchased U.S. Gypsum to become the global leader in the gypsum market, and to establish a presence in North America. France-based Knauf has a Facebook page that shows the buildings that have used its products. Currently, it has more than 29,000 followers.
The official website of Knauf has “Worldwide Reference Page” that shows the buildings globally that have used its products. The company believes that it is dependable since it is already making and innovating drywall products since 1958. The four values of Knauf are menschlichkeit (humanity), partnership, commitment, and entrepreneurship. It is one family of workers who work as team, trust each other, take responsibility for their work, and help the company to grow. Knauf’s taglines include “Global Player with a Sense of Togetherness” and “Exceptional products for exceptional projects”.