The client:

Marley Plumbing and Drainage offer innovative solutions for the construction industry and aim to be the industry benchmark for quality and professionalism.
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The project:

To understand how plastic pipework products are specified and selected.

The objective:

To determine how pipework is specified in the non-housing and renovation market and the factors which influence the choice of material. To then subsequently understand the perceived strengths and weaknesses of the products being used.

The methodology:

The experienced team at Competitive Advantage conducted research amongst Building Services Engineers, Heating Engineers, M&E and Plumbing Contractors. The research aimed to understand their attitude and role in the specification and selection of plastic pipes. In total 150 telephone interviews were conducted, 70 with engineers and 80 with contractors.

Competitive Advantage also conducted face to face interviews with Contractors and hosted an Engineers’ focus group. This provided further insight and understanding of the findings from the telephone research.

Competitive Advantage ensured that those selected for interview were actively working on market sectors of interest, including Healthcare, Education, Offices, Hotel and Leisure; and that they were also involved in both New Build and Refurbishment.

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.

The benefits:

As a result of the research, opportunities were identified to help get the product specified. A clear idea of customer perceptions in relation to the material’s advantages and disadvantages were identified, allowing for informed marketing communications to focus on.

Installation preferences, technical criteria for usage, as well as why and when particular systems were used gave a picture of customer influences. All of this informed decisions on channels to market and product design.

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