Client description: Tool and solvent manufacturer

Practice area: Market Research and Analysis, Strategic Positioning and Planning

Geographic scope: US

Industries involved: Aerospace, defense, transportation, public sector, food and beverage, pharmaceuticals, oil and gas, mining, pulp and paper, energy, metals, chemicals, plastics, automotive, machinery, metal fabrication

Services applied: Market opportunity study; go-to-market strategy; competitive intelligence; market segmentation; strategic messaging; concept testing

Business challenge: Client needed a market opportunity study and analysis of the solvent-based and bio-friendly parts washing competitive landscape, and the development of an effective go-to-market strategy to compete successfully in the US market space. The challenge was to develop a strategy to stimulate adoption of this new environmentally friendly solution in a mature and traditional industry.

Methodologies: Secondary research combined with 155 qualitative IDIs, 5 competitor interviews and an online quantitative survey of 425 respondents.

The result: Detailed report that provided:

• Market sizing for the US market
• Analysis of the most receptive targets for the new product, segmented by:
  • Industry
  • Size
  • Geography
  • Current solution or supplier
• Feedback on the new product value proposition and service model concept
• Key value drivers influencing purchasing decisions
• Segmentation model for sector and company prioritization
• Strategic recommendations on how to most effectively drive adoption of the new product

The key result of this project was the segmentation analysis that allowed our client to profile early adopters and focus on the sweet spot of the market so marketing resources could be focused where results were most likely.