This can’t go on!
How do you crack a niche market that you have
been unsuccessfully cultivating?
The construction materials market in Germany is extremely conservative. The multi-level distribution through specialised trade and the established brand and purchasing preferences of craftsmen hinder innovations. All the more remarkable is the fact that the introduction of the Strasser brand became an emotional and economic success for Sievert SE.
UNLOCKING POTENTIALS
For years, our client has been cultivating an interesting niche market with a broadly positioned volume brand. Unfortunately, they were unable to unlock their desired revenue potential. This had to change.
EXPOSING COMPETITIVE DEFICITS
WITHOUT MERCY
In-depth interviews with representatives from trade and processing revealed a difficult diagnosis. The volume brand was not credible in the niche market, the products and services were mediocre, and the competition had a greater range and depth of assortment.
INVESTING IN STRATEGIC INSIGHTS
INTO TARGET GROUPS
Through our in-depth interviews, we came across a quantitative target group study on different types of craftsmen in Germany. This allowed us to identify positioning-relevant needs among target groups ready for change. We distilled these needs into a meaningful and beneficial service offering. Together with the sales and marketing team, we developed and tested a new product and service strategy. Based on this, the brand strategy, naming, and design for the new product brand was created.
"Hard to believe:
Revenue and margin growth in the 2nd year already"
SILOS BELONG ON THE
CONSTRUCTION SITE – NOT IN
THE ORGANISATION
Cross-departmental collaboration made the difference. Only in this way could we align the brand strategy with a tailored product range strategy, coordinated pricing, consistent sales training, and communication.
LEVERAGING SOCIAL AND EMOTIONAL
COMPETITIVE ADVANTAGES
In our competitive analysis, we encountered many self-proclaimed "technology leaders" who seek to differentiate themselves through functional features. We know that social and emotional dimensions of a brand are underestimated in the B2B sector. This market was no exception. Why not exploit this gap?
Those who appeal not only to the head but also to the heart of their customers and colleagues have an advantage and can achieve their goals more quickly.
