- Building product manufacturer
- To build a detailed profile of and segment their current installer network.
- To understand the competitive intensity within the UK and identify geographical areas of opportunity
How we met the objectives
- Completed 75 telephone interviews with installers from existing customer base.
- Identified areas of highest density and penetration of wealthier families and larger family homes across the UK using proprietary geodemographic tool.
- Measured degree of competitive intensity using competitor networks and highlighted gaps in the current network, particularly around areas of high relative opportunity.
- Identified high performing competitor installers in high opportunity areas.
Benefits for the client
- Gained detailed profile of installers and segmentation to allow for targeted dealer programmes to be established.
- Identified the scale of opportunity throughout all business regions to help develop the business and marketing strategy.