Client description
- Building product manufacturer
Project Objectives
- To gain a good understanding of market size and opportunity in the UK for building product
- To identify the best target sectors for lead generation
- To develop marketing value propositions and differentiation
- To assist in defining product strategies
How we met the objectives
- Undertook desk research using a wide range of information sources to establish market size data
- Comprehensive review of 18 competitor brands
- Carried out in depth telephone interviews with 55 senior decision makers from specifiers and end users
Benefits for the client
- Identified areas of opportunity by greater understanding of the market, including breakdown of sectors and understanding of strategy for their growth
- Increased understanding of competitors and their position in the market
- Identification of communication themes to inform marketing activity
- Gained knowledge of buying behaviour and purchasing habits to define marketing strategies
- Utilised marketing value propositions and buyer personas provided to assist in product plans