Case study
Paving the way for sustainable, global growth
Building a winning strategy for decorative concrete with a top 3 construction materials company
Our client is a global leader in innovative and sustainable building solutions, specializes in decorative concrete, such as polished, stamped, or exposed aggregate concrete.
Challenge
Identifying opportunity areas for transformative solutions
Our client’s, a top 3 construction materials company, decorative concrete products hold the potential for more sustainable construction – for our homes as well as for developing greener cities and infrastructure.
But the client faced performance disparities across their global markets, limiting the adoption of this sustainable solution. Concurrently undergoing a rebranding, they sought our expertise; they wanted to understand effective strategies for existing and new markets, and identify opportunity areas for driving transformative solutions.
They needed a clear understanding of the opportunities, potential growth segments, and an optimized marketing strategy that would resonate with core stakeholders – both B2C and B2B.
Strategy
Validating insights and strategy development
We dove deep into Canada and Mexico as representative markets, analyzing the status quo, engaging with buyer personas and industry experts. We validated our insights and the new value proposition with quantitative testing and mock websites to gauge customer interest.
Outcome
Building the world's leading decorative concrete solutions for your home
We provided data-driven recommendations on market size, potential, application focus, value proposition, channel strategy, relationship management, buyer engagement, and operational model. This formed the backbone of our client’s rebranding efforts and gave a clear direction for the future of decorative concretes.
Our client regained clarity for their decorative concrete product category, and are now set up for success in leading the way for sustainable construction practices.
Challenge
Identifying opportunities for growth and transformative solutions
With operations in various countries, our client, a leader in sustainable, decorative concrete, was experiencing performance disparities across different markets.
To continue to drive growth and maximize the potential of their durable, sustainable decorative concrete solution, our client needed clarity on the underlying market differences; this could help them position the product category more efficiently in a local setting, as well as ensuring to capture a higher market potential.
They approached us to understand these performance differences and to develop effective strategies for positioning and selling their products in both existing and prospective markets – both B2C and B2B; alongside our support, they were also looking to combine our recommendations and market research with a rebranding of the product category, for maximal impact in a relaunch.
They needed a clear understanding of the market size, potential growth segments, and an optimized marketing strategy that resonated with various stakeholders; they needed to gain a deeper understanding of the value chain and motivations of the people within, in order to validate strategies and identify areas of potential growth.
The big idea
Decorative concretes is revolutionizing construction - in our homes and in infrastructure.
They offer a sustainable construction solution due to their durability, reduced maintenance needs, and potential for eco-friendly production methods.
Merging aesthetics with functionality, these concretes allow homeowners to customize spaces while ensuring longevity. In urban infrastructures, they enhance beauty while being cost-effective due to reduced maintenance needs. With their durable, energy-efficient, low maintenance, and eco-friendly production, our client’s decorative concretes reduces the environmental impact, and promotes sustainable construction practices.
Decorative concretes seamlessly blend durability, aesthetics, and eco-friendliness, making them invaluable for diverse and sustainable construction.
Strategy
Validating insights and strategy development
We partnered with the client to conduct comprehensive research, focusing on Canada and Mexico as representative markets. Our approach involved analyzing the status quo to comprehend the internal dynamics and the reasons behind the varying performance levels.
We dove into the pains and gains for various buyer personas, from home-owners to constructors and industry experts to understand their needs, expectations, and potential ways to better position the decorative concrete product, to drive adoption across various markets.
These insights were validated through quantitative testing, surveys, and conjoint analysis. We also created mock web pages to gauge customer interest and validate the value proposition.
Based on our findings, we provided data-driven recommendations on market size and potential, identified specific applications for increased focus, suggested alterations to the value proposition, channel strategy, relationship management, buyer engagement, and changes to the operational model where necessary.
Outcome
Building the world's leading decorative concrete solutions for your home
3 new channels
2 new target markets
1 market ready to pilot
New supplier partnership strategy
Revised product classification
By building on our insights into the market intricacies and by speaking to the right buyers in each market, we identified that the client could enhance the value of their product category significantly. Our validated insights led to a set of practical recommendations, including two major discoveries; firstly, the client needed to change their business model in its entirety, from value chain to communication strategy. Secondly, and the biggest change in their business model, was regarding who they sell to. They needed to extend their buyer persona beyond B2B, and increase their focus on direct-to-consumer. By extrapolating what the successful markets were doing to their remaining markets, they capitalized on their own strengths. We were able to provide these insights and recommendations thanks to our deep understanding of the category and the ecosystem.
On top of the tactical market specific recommendations, we developed a compelling storyline for the product globally. This storyline became integral to the client’s rebranding efforts, clearly defining the direction for the future of the product, enabling the client to scale their solution and drive adoption in new and existing markets.
