World leader company in the production and commercialization of edges and surfaces for the furniture industry wants to develop a strategic marketing plan, including branding and product development guide-lines, to launch a new material for kitchen tops.
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 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 project sector, thanks to our relationships in the world of international architecture, we have interviewed professionals who work in the most prestigious studios and contractors 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;
• the purchasing process and the main critical and success factors were analyzed;
• 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;
• the main potential co-marketing partners have been identified.
Two workshops were conducted in the crucial moments of the project:
• an entire day was dedicated to sharing the research results;
• a collaborative workshop was held, which involved the entire design team of the corporate to unanimously define the guidelines to be followed for the strategic plan and the business plan.
These days made it possible to put together all the resources involved, from product development to marketing and commercial management, with the purpose of sharing the results and discuss the various aspects that involve the different departments in a constructive and proactive way.
Defining the common guidelines together and prevent those points of friction that may arise is useful for building an aligned and motivated team and, successively, for maximizing the efforts in the implementa-tion phase.
In collaboration with the company team, we have translated the guidelines decided in the previous phase into a three-year action plan that included time, budget and management of internal and ex-ternal resources.
In collaboration with the company team, we have translated the guidelines decided in the previous phase into a three-year action plan that included time, budget and management of internal and external re-sources.
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