Positioning and strategic planning for Rehau
Helping a multinational company that wants to enter a new industry
Sector
Surfaces for architecture and the furniture industry
Summary
- Framing a new industry
- Provide a comprehensive overview with the definition of insights
- Co-creation and scenario development of potential pathways
- Market positioning
- Define a business plan for a new product line
The need
World leader company in the production and commercialization of edges and surfaces for the furniture industry wants to develop a strategic marketing plan, including positioning and product development guide-lines, to launch a new material for kitchen tops.
The insight
How to explore the emerging future to design a relevant through time value proposition? We combine quan-titative research methods (data, numbers and turnovers) with qualitative research methodologies (accurate one-to-one interviews) to return a precise and organic summary that integrates the real analysis of the cur-rent market and the unspoken wishes of customers and future trends influencers.
The solution
Empathy
Market analysis
We started from a deep analysis of the context, the market and the emerging needs of the customers, by applying our empathy process in the most deepened way possible.
The first two weeks of analysis were dedicated to internal interviews with production managers, R&D, sa-les managers and area managers of the divisions concerned, business development managers and agents.
The main purpose of this phase was to identify as accurately as possible the topics that later became the subject of interviews traces for figures external to company.
We then focused on external interviews with key figures both in the OEM sector and in the architecture and interior design one. About 50 interviews were realized.
Alongside the company's area managers, we interviewed the R&D and Purchasing managers of the main kitchen and bathroom furniture manufacturers in Italy and Germany, meeting both turnover leaders and quality leaders.
Regarding the design field, thanks to TIPIC design network, we interviewed professionals who work at prestigious firms such as: Antonio Citterio, Patricia Viel, Patricia Urquiola, Majid Al Futtaim Group, Foster & Partners, Mario Cucinella Architects, CMR Project, Lombardini 22.
In parallel with the external interview phase, an in-depth complete research was conducted:
- international market research was collected and filtered;
- an in-depth analysis of the competition was carried out, supported by activities with promoters for the main players of the market;
- we analyzed the different purchasing process es and the main critical and success factors in them;
- the best and worst practices have been mapped;
- an in-depth study of the trends, uses and conventional and unconventional applications of the main materials used for the kitchen tops was made;
- we identified the main potential co-marketing partners.
Definition
Strategic overview
Strategic session with the Rehau team
Two workshops were conducted in the crucial moments of the project:
- an entire day dedicated to sharing the research results;
- a co–design session to define the guidelines to implement strategy in a the business plan.
This time investment made possible to put together all the decision makers involved, from product development to marketing and commercial management, with the purpose of collaborating with a constructive and proactive approach.
In this way, guidelines were set together and a common vision was designed, creating motivation and clarity of purpose.
Definition and Planning
Business plan
In collaboration with the corporate team, we translated the guidelines decided in the previous phase into a positioning project with a three-year action plan including timeframe, budget, and management of internal and external resources.
Client
Rehau
Sector
Surfaces for architecture and the furniture industry
Tipology
Modality
Consultancy
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