----- CASE STUDIES ------
When you work with MI&SA, you'll gain access to not only world-class people but also to a wealth of industry experience. The Case Histories outlined here illustrate just a few of the industries and markets we touch, and the analysis techniques we can bring to your business.
Call Bob Brothers at MI&SA to see how our wisdom and expertise can help make your business another success story.
PROBLEM: Client needed an actionable market segmentation of approx 75,000 US home builders - and the value chains that serve them - to guide the launch of a new decorative interior building product.
SOLUTION: MI&SA conducted a portfolio of marketing research projects: in-depth interviews with national, regional and local home builders; focus groups among contractors; one-on-one interviews with workers and managers at construction sites; telephone surveys among building products dealers.
MI&SA profiled the motivations, 'hot buttons', and decision dynamics of key players across the value chains. MI&SA then developed a comprehensive market segmentation scheme, and recommended marketing programs and communications strategies targeting the most inlfluential decision makers across attractive value chains.
MI&SA presented recommendations to corporate leaders and collaborated with business managers to create and execute market development strategy and plans.
RESULT: Client incorporated MI&SA’s recommended market development approach into the successful launch of the new product.
Working with the client’s VP of Business Development, Marketing Intelligence & Strategy Associates created profiles of the US and European marketplace for a selected family of industrial chemicals. MISA prioritized important market opportunities and developed marketing strategy and implementation recommendations for “green” versions of these products, made from a new, environmentally friendly manufacturing process.
MISA Principal Bob Brothers conducted interviews with key industry participants and utilized published information sources, to:
- Define the size and value of key end uses, and profile major suppliers and consumers of the targeted products.
- Explain the buying decision processes of key potential customers, and their protocols for evaluating and approving new products and suppliers
- Determine key customers’ and end users’ attitudes, materials selection and marketing practices around “green” products and formulations.
- Explain the impact of European REACh regulations upon targeted market segments in the EU and the resulting limitations and opportunities for the client to enter the European marketplace.
Insights and recommendations provided by MISA gave the client confidence to scale up pilot plant production of the new “green” manufacturing process and to begin delivering samples to selected potential customers in high priority segments identified during this project.
PROBLEM: Client's R&D had developed a new specialty polymer formulation but lacked insight about its potential applications "fits" and its value versus incumbent materials.
SOLUTION: MISA designed and executed a series of anonymous internet based panel discussions among polymer and end user industry experts, identifying attractive end uses and strengths, weakness and potential value vs incumbent materials. We presented conclusions and recommendations regarding market development targets, priorities and programs to R&D and corporate leaders.
RESULT: Client adopted our recommendations and engaged the MISA to conduct additional detailed marketing research programs in high priority segments. Client successfully introduced the new polymer formulation into multiple market segments.
Some time ago, a specialty subcontractor began installing residential solar – electric systems as an adjunct to his primary line of business. Recently, this Client engaged Marketing Intelligence & Strategy to develop and help execute a business plan to dramatically grow his solar energy business.
MISA Principal, Bob Brothers, developed a comprehensive portrait of the local residential and commercial building marketplace through interviews with homeowners and commercial building operators, residential and commercial builders, and electrical and plumbing subcontractors. In detailed reports to the Client, MISA:
- Described segments of local residential and commercial building markets most eager and able to invest in solar technologies
- Explained how these key prospects learn about, evaluate, and decide to buy solar
- Recommended specific architects, builders, and electrical and plumbing subcontractors who would be valuable partners in promoting and implementing solar technology projects.
Building on these insights, MISA worked closely with the owner and staff to:
- Realistically assess the resources and capabilities available to the company and prioritize business development goals
- Create a business plan to generate new revenues in the short term and build a pathway to long range expansion.
- Develop marketing communications programs and tools to:
- educate and enlist value chain partners among ‘green’ architects and contractors and the local business community
- promote solar energy to the most promising homeowner segments and to commercial and institutional building owners
The Client has recently been awarded a contract to install solar electric plus solar hot water systems in a major new building at a local educational institution. The building and construction community has come to recognize the Client as the leading authority on solar energy design and installation in the region.
PROBLEM: Client's R&D developed a new process - based on coal, not petroleum raw materials - to make a significant industrial chemical, but Client lacked insight as to its value versus existing manufacturing processes.
SOLUTION: MISA professionals designed a business research program, and collaborated with third party experts to analyze competitive process economics, raw material logistics, and downstream integration of current producers. Building on these results, MISA conducted additional research to assess each producer's competitive positioning and strategic intent. We provided assessment of the competitiveness of the new process technology to R&D and business leaders, including analysis and prioritization of potential partners and competitors.
RESULT: MISA recommended commercialization targets and strategies, including technology licensing approaches not previously considered by Client. Client adopted the recommended strategy and is in on-going licensing discussions.
Some Products and Markets We Touch
Our recent experience includes:
Building materials and green building designs; engineering polymers for housewares and infant care products, medical devices, ophthalmics and eyewear, home appliances; paint, coating and polymer intermediates; chemicals-from-coal; solar energy and alternative fuels; bio-materials and plastics recycling; flexible and rigid packaging materials and systems.
Our materials expertise includes:
Polymers – Polyamides, polyesters, urethanes, olefin copolymers, vinyls, epoxies
Chemicals – Specialty intermediates (alcohol, ester, carboxyl, oxirane, amine), Active Solvents, SynGas / Methanol derivatives
Some Business Questions We Answer:
market development, marketing research, new business development
strategy, business plan, marketing plan, execution, tactics, programs
results, growth, profit, earning, revenue
market segmentation, customer satisfaction, value chain, value proposition, buying decision process, unmet need
stage gate, project management, investment
data, information, insight, intelligence, understanding, wisdom, analysis, implication, meaning, learning, conclusion, recommendation