Market analysis, competitor review and creation of value propositions and buyer personas for building product manufacturer

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