The client:

Heatrae Sadia is the UK’s largest manufacturer of electric water heating products. It is committed to product innovation and quality.
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The project:

To assess the size of the UK market for unvented cylinders (calorifiers) over 300 litre.

The objective:

To determine:

  • Market size
  • Reasons for selection
  • Channels to market
  • Opportunities

The methodology:

Competitive Advantage conducted Initial research with members of the Heatrae Sadia management team. This informed the specifier and installer questionnaires and the market sectors to focus on.

The experienced team at Competitive Advantage then completed 150 telephone interviews with Architects, Sustainability Consultants, Building Service Engineers, Public Health Engineers and System Installers.

The interviews aimed to understand the need for the products, as well as their frequency of use. Additionally, feedback was obtained on the products currently in use, their strengths and weaknesses.

The research data was then analysed by the team at Competitive Advantage who, using their commercial experience, interpreted the information and presented it in a report format, highlighting a number of key issues.

The benefits:

The report highlighted product opportunities, as well as identifying marketing messages that could be used.

The research gave an indication of the usage of these products in different building types and market sectors. By overlaying this on the published CPA Construction Industry Forecasts a projection of future product demand was provided.

Based on the research Heatrae Sadia was able to decide if the market potential justified investment in a new manufacturing facility. It also had the background information necessary to allow it to develop a product launch plan.

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