Case Studies: Product Positioning

New Wallboard Product Introduction

Leading building materials company sought to quantify the potential value of product performance improvements in wallboard. Product positioning assessment relative to incumbent products was required up and down the value chain including architects, builders, contractors, and property owners.

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Growth Opportunities in Exterior Trim

A major building materials manufacturer was intent on maintaining its position as market leader in two key exterior product categories by diversifying its product portfolio. A key objective was to explore new product possibilities in both existing and adjacent markets

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Product and Price Positioning in Residential Doors

A leading building products company desired to increase its share via a product line extension and establish a product performance level and price point that would allow for significant conversion in the mid to luxury home market segment.

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New Flooring Product Introduction

A major flooring manufacturer sought to validate the likely acceptance for a new product among flooring installers and property owners.

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