Case Study

Market Analysis, Competitor Review and Creation of Value Propositions and Buyer Personas for Building Product Manufacturer

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A UK building product manufacturer engaged with Leading Edge to carry out a comprehensive market analysis project. The aim was to gain a deep understanding of the market landscape, identify opportunities for growth, and develop effective marketing and product strategies.

Research Methodology: Market Sizing, Trend Analysis, and Competitor Review

To achieve these objectives, the project began with extensive desk research to establish market size and analyse potential growth areas, laying the groundwork for opportunity identification and strategic planning. Additionally, a thorough competitor analysis was conducted, reviewing 18 competitor brands. This analysis provided critical insights into the competitive landscape, including competitors’ market positions, strengths, weaknesses, and strategies, crucial for differentiating the client’s products.

Gathering Customer Insights and Identifying Opportunities

In-depth telephone interviews with 55 senior decision-makers from specifiers and end users were crucial in gaining valuable insights into customer needs, preferences, and purchasing decision factors. This customer feedback played a significant role in identifying growth opportunities and refining the client’s competitive strategy. The research focused on building on the company’s strengths and addressing gaps in the market.

Strategic Outcomes: Developing Marketing Strategies and Buyer Personas

From the insights gathered, the team was able to create marketing value propositions and buyer personas. These were tailored to resonate with the target audience, effectively informing marketing activities and product plans. The research results were instrumental in shaping the manufacturer’s marketing strategies and product development, ensuring alignment with market needs and customer preferences.

Conclusion: The Importance of a Comprehensive Market Analysis

The information gathered in this study underscores the value of a varied approach to market analysis, combining desk research, competitor reviews, and customer interviews. This comprehensive method provided a detailed understanding of the market, competitors, and customer preferences, essential for identifying growth opportunities and refining marketing and product strategies in the competitive UK building product market.

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