Rogers Corporation (ROG): Marketing Mix Analysis [Dec-2025 Updated]

You're digging into Rogers Corporation's current setup, trying to map out where the rubber meets the road for this specialized materials maker, and honestly, the picture is one of necessary pivots. As someone who's seen a few cycles, I can tell you the focus right now is squarely on managing near-term headwinds-like seeing Q3 net sales hit US$216 million while bracing for Q4 guidance between US$190 million and US$205 million-all while pushing for $25 million in cost savings this year. This B2B giant, built on things like curamik® substrates and PORON® foams, is actively reshaping its global footprint and sales approach to secure those crucial design wins in EV and Aerospace. So, let's cut through the noise and look at the four pillars-Product, Place, Promotion, and Price-to see exactly how Rogers Corporation is positioning itself for the next chapter.

Rogers Corporation (ROG) - Marketing Mix: Product

Rogers Corporation's product offering centers on engineered materials designed for high-performance applications, segmented into Advanced Electronics Solutions (AES) and Elastomeric Material Solutions (EMS).

The AES segment delivers advanced material solutions addressing signal integrity, Radio Frequency (RF) signal management, power efficiency, power distribution, and thermal management. These solutions are critical for high-frequency applications. For instance, in the second quarter of 2025, AES net sales increased by 4.6% sequentially, driven by higher industrial, ADAS, and aerospace and defense sales, though partially offset by lower wireless infrastructure sales. By the third quarter of 2025, AES revenues saw a sequential increase of 5.2%.

The EMS segment provides solutions for sealing, impact protection, and energy management. In the second quarter of 2025, EMS net sales showed a stronger sequential increase of 8.2%, primarily from stronger industrial, portable electronics, and A&D sales. The third quarter of 2025 saw EMS revenues rise by 8.7% quarter-on-quarter.

Core products include curamik® ceramic power substrates and PORON® polyurethanes. The challenges in the EV/HEV market led to a substantial impact on the curamik® business, resulting in a non-cash goodwill impairment charge of $67.3 million recorded in the second quarter of 2025. In response to market conditions, Rogers Corporation announced cost-reduction initiatives for the curamik® reporting unit, targeting over $13 million in annualized savings, with most cash outflows expected in 2026. The company also has PORON® Industrial and Medical Polyurethanes within its offerings.

Rogers Corporation maintains a strategic focus on high-growth markets, notably EV/HEV and Aerospace & Defense (A&D). A&D sales contributed to growth in both AES and EMS segments in the second quarter of 2025. The company is positioning for recovery in the EV/HEV market, with new production capacity at the curamik facility in China expected to ramp up by mid-2025 to support EV/HEV power module growth. Despite this focus, the EV/HEV market experienced significant deceleration and inventory destocking, causing a substantial drop in curamik power substrate sales earlier in the year.

Delivering innovative new products is a key priority for future growth, with management noting that the introduction of new products will allow Rogers Corporation to penetrate markets they have not participated in previously. The company is focused on securing new design wins across major categories.

Here's a quick look at the segment performance based on the first and second quarters of 2025:

The product portfolio includes a range of specialized materials across its divisions:

• AES High-Frequency Laminates: AD Series®, RO3000® Series, RT/duroid® Laminates.
• AES Ceramic Substrates: curamik® Metallized Ceramic Substrates.
• EMS Polyurethane Materials: PORON® Industrial Polyurethanes.
• EMS Sealing/Protection: ENDUR® Components and ARLON® Silicones.
• Printing Solutions: R/bak® Cushion Mounting Materials.

Rogers Corporation (ROG) - Marketing Mix: Place

You're looking at how Rogers Corporation (ROG) gets its specialized materials into the hands of its global Original Equipment Manufacturers (OEMs) as of late 2025. The Place strategy centers on a geographically optimized manufacturing footprint, which is actively being streamlined in response to shifting customer demand.

Rogers Corporation maintains a global manufacturing footprint across the U.S., Asia, and Europe. The corporate headquarters is in Chandler, Arizona (USA). You can see the company's commitment to regional service through its presence in multiple continents, including North America, Europe, and Asia, supported by sales offices worldwide.

The company is implementing a local-for-local model, a key part of its strategy designed to better serve regional customers and specifically to sidestep risks associated with U.S.-China tariff volatility.

A major component of this realignment involves winding down advanced circuit materials production at the Evergem, Belgium facility by mid-2025. This action consolidates that specific manufacturing to the existing footprints in China and the United States. The expected financial benefit from this specific wind-down is an annual operating profit improvement between $\text{\$7}$ to $\text{\$9}$ million once fully implemented. To execute this, Rogers expected to incur total charges in the range of $\text{\$18}$ to $\text{\$28}$ million, covering employee severance and related shutdown expenses.

Conversely, Rogers is expanding its $\text{curamik}$ production in China, with a new facility ramping up production in mid-2025 to support growing demand for power substrates in EV/HEV and renewable energy applications. This new facility is specifically intended to supply ceramic materials to domestic OEMs in China. The overall cost reduction measures announced for 2025 are projected to deliver $\text{\$25}$ million in savings, with $\text{70\%}$ coming from operating expenses. Furthermore, specific cost savings initiatives targeted to the AES $\text{curamik}$ business are expected to reduce manufacturing costs and operating expenses in excess of $\text{\$13}$ million on an annual run-rate basis, with associated restructuring charges anticipated between $\text{\$12}$ to $\text{\$20}$ million.

The distribution structure for Rogers Corporation relies heavily on direct sales engagement, supported by a robust technical support network aimed at OEMs. For instance, the Advanced Connectivity Solutions business added Bonding Source in North America to provide onsite service/support to both OEM and PCB manufacturing customers. The Advanced Electronic Solutions segment specifically offers design, development, and application support to solve complex design issues for customers.

Here's a quick look at the manufacturing footprint adjustments:

You can see the direct sales and support structure in action through their specialized business units:

• Advanced Connectivity Solutions (ACS) utilizes partners like Bonding Source for North American sales and onsite service/support to OEMs.
• Advanced Electronic Solutions (AES) provides design, development, and application support.
• Sales offices are maintained worldwide to support the global customer base.

The company ended Q2 2025 with net sales of $\text{\$202.8}$ million.

Rogers Corporation (ROG) - Marketing Mix: Promotion

Rogers Corporation's promotion strategy centers on deep technical engagement within a Business-to-Business (B2B) framework, emphasizing co-engineering and technical design-in support to secure long-term material specifications.

B2B model focused on co-engineering and technical design-in support.

The core promotional effort involves showcasing the ability to solve complex material challenges, which is a direct appeal to engineers and product developers in target industries. This technical selling approach is critical for securing design wins, where Rogers Corporation's materials become embedded in a customer's final product architecture.

Intensifying customer focus to secure new design wins in key markets.

Rogers Corporation is actively working to better anticipate customer needs and improve service levels to drive growth. This focus directly supports the pursuit of new design wins across high-growth sectors. For instance, in the first quarter of 2025, new design wins were secured in industrial, renewable energy, EV/HEV markets, and specifically with Chinese OEMs for curamik power substrates.

The company's operational changes, such as starting production at the new curamik facility in China in the third quarter of 2025, are themselves a promotional signal of commitment to regional competitiveness and localized supply chains.

Active participation in industry-specific tradeshows like HKPCA for AES.

Direct engagement at industry events remains a key promotional tactic for the Advanced Electronics Solutions (AES) business unit. Rogers Corporation is scheduled to be present at the International Electronics Circuit Exhibition (Shenzhen), also known as the HKPCA Show, from December 3-5, 2025, in Shenzhen, China. This allows for direct technical discussions with customers in the printed circuit board and electronics assembly industry.

Primary financial communication via quarterly earnings calls and investor presentations.

For the financial community, promotion is executed through structured reporting and investor outreach. The Third Quarter 2025 results were communicated on October 29, 2025, followed by a conference call hosted by Ali El-Haj, Interim President and CEO, and Laura Russell, Senior Vice President and CFO. The Q3 2025 results showed an Adjusted EPS of $0.90 and an Adjusted EBITDA of $37.2 million, representing 17.2% of sales. The guidance for the fourth quarter of 2025 projected revenues between $190 million and $205 million.

You can review the specific messaging and data points used to promote the company's strategy in the Rogers Corporation 2025 Third Quarter Conference Call Slides available on the Investor Relations website.

Leveraging applications expertise to solve complex material challenges.

A consistent theme in Rogers Corporation's communication is the application of its deep materials science knowledge to resolve difficult engineering problems for customers. This expertise is highlighted across market segments, including the development of solutions for EV/HEV, automotive safety, and wireless infrastructure.

The company's restructuring actions, like the curamik operations consolidation in Germany, are framed as efforts to improve efficiency, which ultimately supports the ability to deliver reliable solutions and maintain competitiveness. Cost savings from this restructuring are targeted to reach $13 million annualized by late 2026, with initial savings beginning in the fourth quarter of 2025.

Here's a quick look at the key promotional touchpoints and associated data points:

The promotional narrative emphasizes a forward-looking pipeline, with new products planned for introduction across all business units in the coming quarters to target new and adjacent market segments.

• Intensified customer focus actions underway.
• New product introductions planned across all business units.
• Leveraging global manufacturing expansion in China.
• Focus on improving service levels and competitiveness.
• Secured design wins in EV/HEV and industrial sectors.

The company's commitment to its B2B model is reinforced by the ongoing effort to secure design wins, which is the ultimate measure of success for this type of promotion.

Rogers Corporation (ROG) - Marketing Mix: Price

Price, as the amount customers pay Rogers Corporation for its advanced materials, is directly influenced by the company's internal cost structure and external competitive dynamics, especially in the electric vehicle (EV) segment.

The financial performance in late 2025 shows a dynamic where cost management is critical to maintaining competitive pricing attractiveness. Rogers Corporation reported that Q3 2025 Net Sales reached US$216 million, which reflected incremental sequential improvement. However, the outlook for the next period suggests pricing flexibility may be constrained, as Q4 2025 Revenue Guidance is projected between US$190 million and US$205 million.

The pricing environment is challenging, with Rogers Corporation explicitly facing pricing pressure in the global EV market, particularly impacting the ceramic business segment. This pressure necessitates aggressive internal cost control to maintain margins and competitive product pricing.

The company's margin performance demonstrates the impact of these cost strategies:

The Gross Margin was 31.6% in Q2 2025, which reflected cost pressures and underutilization at that time. Management is actively targeting $25 million in net cost savings for the full year 2025, a figure that underpins the strategy to offset external pricing headwinds.

The near-term pricing execution is complicated by investment cycles. The Q4 gross margin guidance is expected to be lower sequentially, down to a range of 30% to 32%, due in part to an 80 basis point headwind directly related to initial ramp-up costs and qualification activities for the new ceramic facility in China.

Key elements influencing the price realization strategy include:

• Cost savings initiatives are taking root, driving margin recovery.
• The company is executing restructuring in European ceramic operations.
• The strategy involves aligning manufacturing footprint with regional EV demand.
• The goal is to leverage lower cost structures to gain market share.
• The Q3 2025 Adjusted EPS surged to $0.90, well above consensus.