Case Studies
Client description: A metals coating company
Practice area: B2B/Industrial
Industries involved: Metals, lubricants, pulp & paper
Services applied: Market opportunity study; qualitative research; product application analysis, plant visits
Business challenge: Metals coating company with new technology wanted to explore the opportunity for coating knives, saws, and blades in the pulp and paper industry.
Our approach: Over 80 qualitative exploratory interviews with end-users, competitors, and third party experts, visits to over 25 plant operations to observe cutting and slicing operations, application analysis of the value-added of the product based on critical customer drivers.
The deliverable: A detailed analysis of the potential winnable market segmented by blades, a comprehensive go to market strategy, and the recommendation that the market opportunity was limited.
The result: The client avoided investing the significant resources it was contemplating for this market and channeled them into sectors with more opportunity, while implementing our recommendations for a limited and targeting marketing effort for this application. We also provided the client with other pulp and paper applications not previously known.