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    Segmentation, Targeting and Positioning High Performance Packaging

    The Challenge

    A leading producer of high performance packaging materials marketed a range of products for the electronics and medical markets. These products were recognized for their technical superiority and value, but were soon copied by competitors. The business needed to decide which market sectors, applications and customer segments offered the best opportunity for growth, profit and sustained competitive advantage.

    The Approach

    Market Edge designed and led a range of market research projects to

    • Improve understanding of the target applications and customers
    • Segment existing and potential customers in each application using a combination of behavioral and purchasing criteria
    • Prioritize target segments and develop appropriate positioning and commercial approaches

    The Outcome

    The business doubled its profits in key priority segments during the next three years and attained a 40% reduction in the cost to serve non-priority segments. A sustainable competitive advantage was achieved through a combination of technical and marketing capability.