Creating a clear vision of the future product and determining effective ways to attract customers

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Marketing research for

Apfel Box

Market of engineering communications. Goods and services

The main task

Develop the company's digital strategy based on data and materials from open sources, analyze competitors and the engineering communications market in general for b2c and b2b. Carry out product and service classification, determine potential demand, conduct interviews with consumers. Define the vision of the future product and highlight the types of customers and ways to attract them. Create a roadmap for using digital tools to attract customers.

Goals

  • Analysis of the target audience and competitors;
  • Research of demand and product groups;
  • Development of product positioning;
  • Research of digital tools and their effectiveness.

Hypothesis

We assumed that in order to run a sustainable business in the engineering communications market, it is necessary to have your own online store (and in the future - a marketplace). Have both a product and a service offering. Increase your presence in social networks due to expert content.

The main task

Develop the company's digital strategy based on data and materials from open sources, analyze competitors and the engineering communications market in general for b2c and b2b. Carry out product and service classification, determine potential demand, conduct interviews with consumers. Define the vision of the future product and highlight the types of customers and ways to attract them. Create a roadmap for using digital tools to attract customers.

Goals

  • Analysis of the target audience and competitors;
  • Research of demand and product groups;
  • Development of product positioning;
  • Research of digital tools and their effectiveness.

Hypothesis

We assumed that in order to run a sustainable business in the engineering communications market, it is necessary to have your own online store (and in the future - a marketplace). Have both a product and a service offering. Increase your presence in social networks due to expert content.

STAGES OF CREATING A MARKETING STRATEGY

  • 1

  • 2

  • 3

  • 4

  • 5

  • 6

  • Stage 1

    ANALYSIS OF COMPETITORS

    We have examined what the engineering systems market consists of: exactly what is included in this market and the related industries, what factors affect it.

  • Stage 2

    DEMAND RESEARCH

    Conducted a series of interviews with potential buyers. These were people with experience and those who had not yet bought something like this. We found out that most people want a comprehensive solution. They are looking not only for systems (ventilation, air conditioning, heating, etc.), but also for advice, help in choosing, comparing, installing and maintaining these systems.

  • Stage 3

    ANALYSIS OF SEARCH REQUESTS AND PRESENCE ON THE INTERNET

    In order to find out exactly what the needs of consumers are, we studied their behavior on the Internet and search queries. We created a list of request options to better understand their priorities. We also analyzed the effectiveness of the main competitors' websites and the volume of their search traffic. We assessed how actively they are represented in social networks and on the Internet in general.

  • Stage 4

    VISION OF THE FUTURE MARKETPLACE

    In order to stand out from the competition, it is important to offer something that they do not have. And what is already there should be reconsidered and improved. Therefore, the future site should allow you to group products according to their technical characteristics and compare products. It is also necessary to show examples of already implemented projects - both individual goods and services - so that customers can understand the prices and pricing policy.

  • Stage 5

    MARKETPLACE DESIGN AND CONTENT

    The site should be clear and attractive to visitors. It is necessary to simply and succinctly show the main services. It is important to pay attention to filling the site so that the information is accessible and understandable for all customers. It is also worth adding the ability to watch videos about products or services.

  • Stage 6

    PROPOSALS FOR STRATEGY

    Social networks not only attract attention, but are also a kind of business card of the company. We also found that expert videos are the most popular among users. Additionally, one video clip can be adapted for different social networks. Thus, social networks can not only improve the image, but also become an effective channel for sales.

The results

Based on an in-depth analysis of competitors and the engineering communications market in general, as well as interviews with consumers, we developed a thorough digital strategy for the company and a roadmap for using digital tools to attract customers. A clear vision of the future product and methods of its effective promotion was created.

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