Market strategy development for a waterproofing manufacturer
One of the UK’s leading suppliers of specialist waterproofing systems wanted to double their turnover over the next 5 years. They asked Leading Edge to assist them meet their revenue objective, with the key output of the project to be the development of a robust marketing strategy.
We proposed four key stages to the project:
- Market research of external market and internal capability analysis
- Development of a marketing strategy
- Development of a marketing plan
- Mystery shopping exercise with competitors.
We started by carrying out 100 telephone interviews, to assess a number of key areas such as brand awareness, ratings of performance compared to the main competitors, market trends and routes to market.
This was supported by desk research into the main competitors’ offerings, alongside interviews with key executives from the company to assess strengths and weaknesses. We then distilled the main findings of the research and presented these to the senior directors.
The next stage involved running a workshop to develop the outline marketing strategy. We then led the senior directors through each step of developing a marketing strategy, from setting achievable objectives to reviewing strategic options for growing sales in the chosen target markets.
Once the strategy was written up and signed off, the senior marketing team met again with Leading Edge to develop the marketing plan. This involved reviewing all the current marketing activities and then deciding which areas could be dropped and which could be improved. For example, the company has since revamped all its marketing brochures to highlight the key selling points of its new product range more effectively.
The final stage of the project involved a mystery shopping exercise with the company’s three main competitors. This information has proved extremely valuable to the company in terms of reviewing their price and service offering to customers.
A company director commented, “the process of developing a marketing strategy with Leading Edge has proved very beneficial, and we are now progressing very well through our marketing plan. It also ensures that all our marketing activities are better targeted and bring a good return on investment. We will definitely look to use Leading Edge’s input and advice in the future.”
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