The Challenge:
A leading producer of high performance packaging materials had developed a range of new 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 applications and market sectors offered the best opportunity for growth, profit and sustained competitive advantage.

The Approach:
Market Edge designed and led a range of research projects to gain an improved understanding of all of the applications. Potential customers in each application were segmented using a combination of behavioral and purchasing criteria. Market Edge worked with the business to prioritize target segments and to develop appropriate positioning. Detailed marketing plans were developed and implemented.

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