ENGINEERED WOOD MANUFACTURER
DEVELOPING A STRATEGY TO DRIVE CONVERSION
A leading wood manufacturer developed a new flooring underlayment that combined industry-leading strength, superior moisture resistance and installation ease. The challenge was driving conversion away the age-old industry standard that is cheaper, less effective, but widely available.
Defining potential barriers to conversion and identifying strategies to overcome them were important factors in finding potential growth opportunity.
To understand what drives competitive users to choose plywood, define what barriers exist for the engineered wood product, and establish pricing demand thresholds by consumer segments.
Utilizing a multi-phased approach that involved qualitative and quantitative techniques, attribute drivers and deflectors, usage behaviors, performance superiority/inferiority were identified to help develop new positioning statements. A final quantitative phase developed pricing demand curves around the optimized positioning.
Client developed and launched a targeted plywood conversion program across six states resulting in 27% volume growth for their product vs. the 19% volume growth average across the country.