Competitive Advantage specialises in construction market research, specification strategy and construction sales & marketing training, all specific to the construction industry.
Competitive Advantage helps manufacturing and service organisations in the construction industry. Our clients range from some of the largest organisations in the construction industry to small start-ups. They comprise of construction trade associations, construction product manufacturers, contractors, distributors and design professionals.
In today’s world of changing communications and time-scarce decision makers, our client recognised that the traditional sales methods, used for many decades, may no longer be appropriate. They wanted to conduct research into how best to engage with specifiers. This would inform their sales team engagement and in particular the approach taken by field-based personnel.
Our research informs Prysmian’s strategic campaign, which scoops top award at the Construction Marketing Awards
Since Prysmian changed its brand name in 2008 there was less marketing support in the UK and anecdotal reporting in 2016 suggested that brand awareness amongst SME electrical contractors was falling. To address this they set about implementing a year-long campaign. Research by Competitive Advantage was an essential element to measure the effectiveness of this campaign.
Hadley Group is the UK’s largest independent manufacturer of cold rolled metal profiles, with a global reach spanning 5 continents. They provide a complete package, from design to custom structural steel framing systems, including purlin and side rail systems. The Hadley Group wished to inform their communications strategy by choosing Competitive Advantage to design and conduct research that would look at brand health and benchmarking their products against competitors, also providing them with a better understanding of the specification process.
Eque2 is a market-leading supplier of business management software to the construction and contracting industries, with more than 1,300 customers spanning small to enterprise sized organisations. Eque2 approached Competitive Advantage as they wished to understand in more detail the different activities, within the facilities and building management sector, where software could be used to simplify service processes, so that they could better promote their existing and new software.
Fermacell gypsum fibreboard has become a popular choice across Europe for high-performance dry lining project. Inspired by Competitve Advantages’ report into construction activity in the UK Education sector, Fermacell wanted to explore the current known performance requirements for partitions and linings within education buildings. Importantly the research explored performance requirements that may not be met by existing solutions, to gain knowledge for creating competitive advantage.
Fixfast design, manufacture and supply fasteners and components for the walls and roofs of industrial, commercial and larger residential buildings. Fixfast approached Competitive Advantage as they wanted a better understanding of the size and structure of the UK market for roof drainage. They also wanted to understand the size and structure of the UK market for access ladders, a relatively new market for them. In addition to this detailed market analysis, Fixfast also asked Competitive Advantage to benchmark their brand against key competitors.
Robroy Industries asked Competitive Advantage to assess the nature of their coated conduit business. Although Robroy’s PVC- coated rigid conduit product is a high performance specification product, it is a relatively small element of the procurement package for electrical installers; as a consequence it tended to be commoditised and often replaced with low quality/cost alternatives. Competitive Advantage were tasked with reviewing: How products are selected; The features and benefits they represent to the different decision makers; The role and influence of Clients, Engineers and Contractors in the selection process. Conclusions from this analysis, presented by Competitive Advantage, informed a new strategy. This lead to Competitive Advantage writing of an implementation plan which listed resources required and those responsible for implementation and timescales. Most of these tasks were undertaken internally by Robroy, with Competitive Advantage working closely providing advice and support.
Knauf had a CPD seminar that had been prepared by their technical team. While it was technically accurate, it did not promote the company or the product. Recognising the missed opportunity that this represented Knauf chose to work with the experienced team at Competitive Advantage to develop and enhance their CPD seminar, to make it more engaging for Architects, to identify ways to maximise the opportunities for Knauf and its product and to pass RIBA’s guidelines for certification.
The Rooflight Company requested that Competitive Advantage draw on their industry knowledge to compile a suitable agenda that incorporated a guest speaker. Competitive Advantage was also asked to manage the event by sourcing a suitable venue, provide support through developing the agenda wording and email invitations, manage the registration process and manage the event on the day.
Eurocell wanted to assess the market positioning of Eurocell brands against the competitor brand, identifying perceived differences. In talking through requirements with Eurocell, Competitive Advantage proposed a multi-channel approach, using on-site visits, branch visits as well as phone and email research.
Promat wanted to review the market for their fire resistant panel Promat DURASTEEL®, to understand why it is used and who the key decision makers are. Previous research had dictated that they should target architects which they continued to do for a number of years successfully, but as the construction market changed Promat needed to do some more up-to-date research.
Competitive Advantage was contracted to conduct the research, which sought to provide long term guidance, to enable electrical contractors to see past the immediate and prepare for the next stage of opportunities coming with the drive for a sustainable future.
The in-house team at Competitive Advantage conducted research amongst private developers. Over 200 offices of the top 20 house builders participated. The interviews were conducted by telephone and where possible were held with Construction Directors/Managers.
H+H engages Competitive Advantage to complete these surveys, as well as collate and interpret the information. A feature of the Competitive Advantage report is the use of multi-attribute attitude mapping.
The in-house team at Competitive Advantage then completed 150 telephone interviews with Architects, Sustainability Consultants, Building Service Engineers, Public Health Engineers and System Installers.
By overlaying this report on the published CPA Construction Industry Forecasts a projection of future product demand was provided.
The team at Competitive Advantage completed a programme of telephone interviews. Then, to qualify the feedback gained from the telephone research, a mystery shopper exercise was also conducted.