Situation: A leading manufacturer of rainware, including gutters, downspouts, elbows and guards, sought to benchmark its market performance by tracking share over time in this $1.4 billion market in North America. The Client planned to use the results to develop strategies likely to help improve not only future sales growth but also margin improvement.
Approach: Principia developed a predictive model to first build market demand for aluminum, steel, vinyl and other materials used in rainware. Supply-side balancing through supplier and channel checks was conducted to crosscheck demand and build share estimates. Key topics covered included identifying the impact of share dynamics on company margins, understanding how the improvement in one product area impacts others directly or indirectly, and how to drive share gains through customer feedback and competitive positioning.
Outcome: The Client initiated a series of customer-facing programs to deliver market-guided products and services which has led to a 4 point share increase for the company within a 2 year period. Ongoing share tracking continues to hold the business accountable to continued sales and margin growth.