Home Appliance Manufacturer Increases Market Penetration
The Challenge: A leading home appliance manufacturer sought to increase U.S. residential market penetration. While the client was very successful in both new construction and replacement purchase occasions, it struggled to increase the number of first-time installations in existing homes. The client engaged Blue Canyon to provide insight into the unpenetrated market, determine market potential, and develop a strategy to profitably capture as much of the market as possible.
Assessment: Blue Canyon analyzed millions of records of household data and conducted in-depth interviews with consumer influencers to develop an action-oriented market penetration and consumer adoption strategy. Blue Canyon discovered that penetration rates varied dramatically by area and reflected the attitude of consumers and influencers.
Strategic Solutions: Blue Canyon categorized four phases of adoption and assessed that the tipping point towards advocacy of the product emerged around 65% penetration. Blue Canyon recommended a localized approach to increasing U.S. penetration.
Results: Using Blue Canyon’s segmentation of the market, the client approached cities in varying phases of product adoption with different marketing strategies to most effectively target potential customers. The client also implemented a channel strategy to increase the rate of adoption in critical areas.