Home Insight

Brand positioning in the European boiler and heating market

twoeurope — Wed, 11 Jan 2012 11:17:22 +0000

Business Challenge

Following a merger of large companies in the boiler and heating sector, the client carried out an internal exercise to position its brands and develop a future brand strategy. The client now recognises a need to better differentiate its brands in the market in order to go a step further in the brand integration and to optimise synergy between brands and so further increase group market share. For this they require quantified data about the existing positioning of their brands compared to other brands of the group and competition.

Solution

Two stage survey:

Stage 1 was a qualitative investigation to identify the attributes of importance to boiler installers and specifiers in the decision process on brands to adopt. The exercise also profiled users, segmented them and established opinions on all brands including competitors. We also established an initial market positioning for all brands. Stage 1 was carried out in the form of 4 focus groups with installers in two main markets (UK and France) and 20 In-depth interviews with specifiers in the same markets.

Stage 2 follows on from the quantitative stage and can be found in a separate case study.

Results

A deeper insight was gained of the UK and French markets, as well as the notable differences between the opinions and views of installers opposed to specifiers.

Key factors of importance were identified when selecting brands, and opinions of brands were also observed. This informed Stage 2 of the project which then quantified the findings and built upon the perceptions gathered at Stage 1.

Industrial Fixing Solutions

admin — Tue, 08 Nov 2011 00:54:44 +0000

Insight for development of a strategy for fixing solutions for industrial applications.

Business Challenge

Establish market awareness and opinions about high performance double sided tape as a method of fixing materials together for industrial applications.

Solution

Three stage survey:-Internal telephone depth discussions with sales teams. 9 face to face depth discussions with key customers and distributors. 300 CATI interviews with decision makers for industrial fixing solutions across a range of industry sectors in the UK.

Results

Established the information framework to develop the strategies needed to position high performance double sided tape against other methods of fixing such as adhesives, screws, welding etc. The survey also established the marketing variables necessary to penetrate the industrial markets.

Construction Site Safety Evaluation

admin — Tue, 08 Nov 2011 00:54:03 +0000

Attitudes of the construction industry to safety on building sites.

Business Challenge

Identify the attitudes of site supervisors and construction managers to safety on building sites and determine attitudes towards and use of decking as a safety measure.

Solution

100 CATI interviews with the largest and medium size builders in the UK.

Results

Findings were used to develop PR material for the construction press.

Development of Power Industry Outsource Proposition

admin — Tue, 08 Nov 2011 00:53:17 +0000

Chemical sector outsource requirements.

Business Challenge

To understand the needs and requirements of the outsource market in the chemical sector.

Solution

Telephone depth interviews taking 35 minutes each with outsource decision makers and plant managers in the operating plant of the UK chemical sector. Followed by 1 hour face to face qualitative interviews with General Managers of chemical plants.

Results

The information formed the basis for the development strategy for the chemical sector as well as developed material used for an extensive marketing program of PR, seminars and training.

Financial Needs of the Legal Sector

admin — Tue, 08 Nov 2011 00:52:39 +0000

Profile of the UK Legal Sector.

Business Challenge

To establish the profiles of those who work in the legal profession.

Solution

200 telephone interviews each taking 10 minutes took place with partners, associate solicitors and trainee solicitors throughout England.

Results

The findings identified the demographics, interests, attitudes and opinions of solicitors in the UK, enabling the client to tailor its products and marketing communications to meet the needs of the legal profession.

Exit Survey

admin — Tue, 08 Nov 2011 00:51:55 +0000

Exit survey of lapsed members.

Business Challenge

Establish reasons for leaving the register, establish propensity to return and enable the institution to develop strategies to reduce the numbers leaving the register.

Solution

CATI survey to 500 organisations that left the client register with each interview taking approximately 5 minutes.

Results

Survey identified that 1 in 5 of lapsed members can be re recruited and so the survey has been established as an annual event.

Customer Satisfaction

admin — Tue, 08 Nov 2011 00:51:17 +0000

Introduction of metrics to judge the efficiency of the association.

Business Challenge

To establish an objective measure of customer satisfaction. To evaluate the findings to guide allocation of resources to maximise member satisfaction.

Solution

Three stage programme. Internal audit with key decision makers. A qualitative stage with four different customer groups based on focus groups, face-to-face executive depth interviews and telephone depth interviews. Followed by a quantitative stage of 300 telephone interviews.

Results

The findings established a basis of measurement to judge customer satisfaction, provided a basis to evaluate member loyalty, provided metrics for the company balanced scorecard and provided a basis for a director bonus scheme.

Development of Farm Information Solution

admin — Tue, 08 Nov 2011 00:50:34 +0000

Use of farmland data.

Business Challenge

The organisation regularly collected data on every farm and farmland sale in the UK . Analysis was required to apply the data.

Solution

Investigation of the database comprising 10 years of data together with numerous reports. Multivariate techniques were suggested to develop the data into meaningful and useful information.

Results

New reports and publications are provided for the farm community in the UK based on new analysis techniques which providing useful and insightful information. The publications raise the image profile of the client.

Power Tool Evaluation

admin — Tue, 08 Nov 2011 00:49:47 +0000

Attitudes to a known tool manufacturer introducing a range of power tools.

Business Challenge

Identify the attitudes of European trades people to the introduction of a new range of Power Tools for a known manufacturer normally associated with professional hand tools.

Solution

2 focus groups followed by 100 CATI with professional trades people in the UK, Belgium, Czech Republic, France, Germany, Italy, Netherlands, Poland, Spain and Turkey

Results

The findings enabled the product range to be finalized and the communication messages necessary to develop the launch marketing communications campaign.

Evaluation of safety eyewear

admin — Sun, 06 Nov 2011 22:19:49 +0000

Test attitudes to a new design of safety eyewear.

Business Challenge

Understand the purchase decision tree. Establish whether H&S managers and/or end-users can distinguish between safety eyewear and high-end designer sunglasses.

Solution

66 hall test interviews of 10 minutes each took place at a specialist exhibition for H&S Manager at Sandown Park.

Results

The findings identified the factors of importance to DMs when selecting safety eyewear for employees, established reasons why employees do not sometimes comply with regulations for using safety eyewear, provided a basis of differentiation against other safety eyewear brands and designer sunglasses. Provided the basis for a PR campaign.