Market Intelligence and Strategy Associates

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.

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 needed an actionable market segmentation of the approx 75,000 home builders in the US, to guide the launch of a new decorative interior building product. 

SOLUTION:  MISA conducted a portfolio of marketing research projects: in-depth interviews with national, regional and local builders; focus groups among contractors; one-on-one interviews with workers and managers at construction sites; telephone survey of building products dealers.  MISA developed and presented analyses and recommendations to corporate leaders and collaborated with business managers to create and execute market development strategy and plans.

RESULT:  Client incorporated MISA’s recommended market development approach into the successful launch of the new product.    

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.

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.