Waterproof Membrane Market Entry and Branding

 

The Client’s Challenges

• Unique, direct to earth, below grade waterproof membrane developed to compete in a mature China market

• Client’s brand not known in below grade sector and sales team had no experience with waterproofing products

 

Objectives

• Develop market entry strategy for client’s new product to penetrate into China’s commercial construction  and public infrastructure markets

 

Deliverables (24 Weeks)

• Phase I: Market assessment: market size, regulations, competitive landscape

• Phase II: Selections of specific markets to introduce and brand new membrane

• Phase III: Training client sales force to make presentations to design institutes and developers

 

Processes

• 50+ in-depth face-to-face interviews and over 300  telephone interviews

• Conducted 15+ seminars in architecture design institutes in North and South China

• Trained client’s sales team

• Submitted three phase reports along with all interview notes and all contact details for client follow up

 

Results

• The client has established the qualified sales team with PIM’s training

• PIM uncovered 11 immediate leads

• Sales volume reached 5 times more than projected for the first year