Fixfast logoThe Client:

Fixfast design, manufacture and supply fasteners and components for the walls and roofs of industrial, commercial and larger residential buildings. Fixfast’s collaborative approach and desire to help create successful buildings means that they have become well respected in the marketplace.

The Project:

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.

These projects were conducted using telephone research. Conducting the research in succession enabled Competitive Advantage to incorporate efficiencies by replicating the report format, so keeping research costs down.

In addition to this detailed market analysis, Fixfast also asked Competitive Advantage to benchmark their brand against key competitors. Using a variation of the Net Promoter Score (NPS) concept Competitive Advantage provided a benchmark on loyalty amongst existing Fixfast roofing contractor customers, as well as a ranking against similar brands in the market place.

The Objectives:

This series of research aimed to:

  • Provide detailed analysis of the UK market for access ladders, including: market size, sector activity in Commercial, Education and Healthcare, Application usage per sector
  • Provide detailed analysis of the UK market roof drainage, including: market size, sector activity Commercial, Education and Healthcare, Application usage per sector, brands used and reason for selecting
  • Measure the brand strength of Fixfast amongst roofing contractors
  • Give an overall benchmark for Fixfast against all key competitors
  • Benchmark Fixfast against key competitors in 4 sectors – Flat roofing, sheeting & cladding, facades & rain screen, complete envelope contracts

The Methodology:

Competitive Advantage has helped Fixfast to better understand the size and structure of the UK market for access ladders, showing sector activity for flat roofing and the future trends of the market.

In the first instance Competitive Advantage identified recent projects, those that reached the ‘Contract Awarded’ stage during the previous 6 months, for the Commercial, Education and Healthcare sectors. Then relevant decision makers were identified.

Working with Fixfast a telephone questionnaire was designed to establish at what stage of the construction process roof access ladders are selected and the criteria behind quantity required.

100 telephone interviews consisting of 50 Architects and a mix of Main, Roofing and Health & Safety contractors were conducted. This data was analysed by the team at Competitive Advantage, along with extrapolating the latest construction forecasts and applying these to the anlaysis, giving an estimated market size and forecast growth up to 2019.

All of the information was then put into a report in an easy to understand format, including charts, market size tables and a comprehensive management summary.

This process was repeated for the UK roof drainage market using a similar method. In addition for the roof drainage market information was gathered about the brands used and the reasons for selection.

This then led to the next stage in research, with Fixfast benchmarking their brand as a whole against key competitors across several sectors, giving them a better understanding of where they sit in each market sector, gauging loyalty amongst exiting roofing contractor customers.

For the benchmarking exercise Competitive Advantage conducted telephone interviews with contract & project managers working for current Fixfast roofing contractor customers.

The telephone questionnaire asked how likely they would be to recommend 8 brands, scoring them 1 to 10, comprising of Fixfast and 7 competitors across the 4 sectors. The data was collected and analysed by the team at Competitive Advantage, producing an overall Net Promoter Score for each of the sectors. This information was then put into a report in an easy to understand format, including charts and a comprehensive management summary, giving Fixfast a benchmark score against their competitors.

The Benefits:

Competitive Advantage has helped Fixfast to better understand the size and structure of the UK market for access ladders, showing sector activity for flat roofing in the commercial, education & healthcare sectors as well as the future trends of the market. This was also conducted for the UK roof drainage market. These pieces of research have allowed Fixfast to identify key opportunities and informed their business strategy going forward.

Using a set process for both market sector reports enabled Competitive Advantage to incorporate efficiencies by replicating the report format, so keeping research costs down.

Conducting a benchmarking report together with market size has provided another layer of understanding. The benchmarking of the Fixfast brand has given Fixfast a better understanding of where they sit in each market sector, gauging loyalty amongst exiting roofing contractor customers. And the market analysis has given them a clear indication of the opportunity available.

These research findings have played a significant role in informing business strategy and helped Fixfast with the branding and positioning of their company. Engaging Competitive Advantage on a series of research reports has meant we have been able to get to know the Fixfast business, so are more readily able to provide guidance on delivering research that meets business objectives.

“Competitive Advantage produced a report that was very well laid out and self-explanatory, covering the whole subject we were interested in. It was useful to have someone who could do bespoke analysis which can’t usually be found with general market analysis companies.”

Mike Napthine, Marketing Manager, Fixfast

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