Situation: A multi-national company sought to quantify the potential value of product performance improvements in wood siding and trim. Product positioning assessment relative to incumbent products was required up and down the value chain including architects, builders, contractors, and consumers.
Approach: Principia developed a program to determine the demand curves for the new siding and trim product. Adaptive choice based conjoint (ACBC) enabled over 1,000 trade and homeowner respondents to identify the most important performance characteristics. Value proposition differences in siding vs. trim were also analyzed.
Outcome: Results provided the client with an understanding of the value offered by its proposed products for siding and trim. Senior management approved the $65 million capital project that to invest in building a new plant supported by ROIC in the business case.
Learn more about Principia’s product introduction and positioning services HERE.