Research
Consulting

Market Potential for New Weather Resistant Barriers

Situation

A leading manufacturer of weather resistant barriers wanted to understand the addressable market for a newly developed product adjacency and what share could be captured in specific target market.

Approach

Principia developed a situational analysis to determine the size of the market for incumbent weather resistant barrier products and matched against top competing manufacturers to understand how each competitor reached the market at a channel and region level. All distribution locations for each competitor were identified to find coverage gaps and target specific distribution partners for product placement to capture share.


Outcome

The Client rolled out its new product and picked up several key new distribution points where identified market coverage gaps existed in specific states in the Southeast and Far West.

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