Client description: Global OEM

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

Geographic scope: US, Mexico, Brazil, Argentina, Columbia, Chile, Peru, Bolivia

Industries involved: Mining, construction, cement

Services applied: Market opportunity study; go-to-market strategy

Business challenge: The client was confident it had a unique new product offering for the supplementary cementitious materials (SCM) market that would be very competitive against conventional products. Although patent protection would eventually be in place, the client expected competitors to quickly follow with copycat designs. They needed data and analysis that would allow them to appropriately select targets (geography, company type, end-use, and sector) and deliver messaging designed to secure substantial and retainable market share before competitors could act.

Methodologies: A combination of telephonic and face-to-face qualitative IDIs with 29 respondents from the target countries.

The result: The client received a detailed report that covered:

• Estimated market size for the geographies covered
• A market attractiveness model and value hierarchy that graphically displayed best markets and best targets for the new product offering
• Detailed drill-downs on information crucial to the client’s marketing and sales activities
  • Identification of potential SCM customers segmented across material, geography, facility type and age, etc.
  • Profile of companies with existing SCM capabilities
  • Detailed drill-down into SCM as a priority in the mind of the customer
  • Ranking of primary motivators/barriers for use and consideration of SCM
  • Decision tree: decision-makers and influencers
  • Competitive landscape: perceptions of “preferred” SCM technology supplier
  • Perceptions of the client
  • Clear read on the concept test of the new product offering
  • Preferred SCM information sources.
• Strategic recommendations