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Product Line Review Preparation

Product Line Review Preparation

Product Line Review Preparation

  • Situation: An invitation to a Product Line Review (PLR) from a leading home improvement retailer is never routine. Manufacturer’s typically face short lead times for this event that can be critical to distribution positions. The reviews generally represent an important opportunity for the manufacturer whether the aim is to enter the channel, expand a current position, introduce a new product, or just re-position


  • Solution: Leading the conversation at a PLR with the consumer’s view of the situation, helps solidify the fact that the manufacturer understands the environment, key consumer drivers and the messaging needed to activate. This foundational understanding comes from a strategic marketing research approach that provides the right data to drive the PLR conversation.


  • Outcome: While each manufacturer’s situation is unique, aligning marketing research insights with market share, brand position, regional considerations, etc. is a specialty of PathWerk resulting in successful PLRs.


Case Study

New Product Launch

Product Line Review Preparation

Product Line Review Preparation

 

  • Situation: Manufactures often extend product lines into new but related categories in an effort to grow revenue and volume, however, these new categories can have their own set of challenges.


  • Solution: Quantitative consumer research is used to define the competitor’s brand position and perceived benefits. It also forms the foundation for understanding the manufacturer’s brand position and target a white space for the manufacturer to explore. Price elasticity models are also often incorporated to identify an acceptable range of prices for the new line as well as a more fine-tuned optimal price point for a target audience.


  • Outcome: Successful entry into new areas are critical as they generally lead to accompanying consumer segments and subsequent growth. All the while, consideration must be give to the manufacture’s brand so that it remains strong and/or is strengthen along the journey of a new product launch.

Case Study

Retail Channel Penetration

Retail Channel Penetration

Retail Channel Penetration

 

  • Situation: Entry into a home improvement center can be difficult to navigate as it is typically a competitive scenario. The consumer can be different from what is otherwise known by the manufacturer and gaining an understanding to optimize potential sales becomes critical.


  • Solution: Although their seems to be a natural fit to move into home improvement centers, penetrating those walls can be difficult. A strategic understanding of the competitive landscape, consumer needs and how well they are being met provides a basis for a manufacturer to communicate their product’s strengths and opportunities to grow to the category buyer. Targeted market research provides an efficient method to prepare needed insights to break into this channel.


  • Outcome: Identifying opportunities to improve a category at large can be mutually beneficial for a retail store and manufacturer. Demonstrating an understanding of these improvements for a retail channel illustrates a partnership approach setting manufacturers apart from the competition in an otherwise stale category.

Case Study

Product Refresh

Retail Channel Penetration

Retail Channel Penetration

 

  • Situation: Even dominate players know it is important to stay ahead of their competitors in order to maintain their presence on the shelf. In order to stay vital, manufacturers take a long view by constantly thinking about what could be next.


  • Solution: By reaching out to customers and users, manufacturers can listen and fully understand consumers’ hierarchy of needs and the series of decisions that ultimately lead to a purchase. By understanding the ever changing mindset of the consumer, manufacturers know their products are delivering upon critical consumer needs and communicating with language that is easy to understand in an otherwise intimidating space (i.e. DIYers). Trends are brought to the surface so that manufactures stay abreast of changing needs within the category.


  • Outcome: Identifying white space for future opportunities can solidify a market leader’s position through continued innovation while keeping existing products fresh all the way through package design.

Case Study

PathWerk Points

PathWerk's perspective on interesting applications of research for the home improvement category to consider.

PW-WhitePaper-CustomerIntelligence-PathWerkPoint (pdf)

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PW-WhitePaper-Customer Directed Product Decisions-PW-April2019 (pdf)

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Case Studies

Product Line Review

Retail Channel Penetration

Retail Channel Penetration

PRODUCT LINE REVIEW CASE STUDY

  • Situation:
    A US manufacturer with a minor supply position in a leading home improvement center was invited to participate in a product line review (PLR). The invitation was the first formal review for the category in nearly five years and represented an opportunity to increase it’s position against the current market leader.
  • Solution:
    A market evaluation revealed regional variability between the incumbent supplier and the manufacturer based on preferred product performance in harsher climates. Validating this observation and illustrating the manufacturer’s unnoticed strengths was critical for a PLR victory. Marketing research was conducted with these objectives in mind in addition to further understanding the manufacturer’s position among specific consumer and professional segments. The research validated the regional share variances and preference for the manufacturer’s product by key segments. Additional user needs were also identified and gave the manufacturer key insights to improve messaging.
  • Outcome:
    The manufacturer successfully increased it’s share position in the home improvement center by moving from a minor 5% share position in the category to a 40% share position as result of PLR and supporting research. The increase was largely attributable to the distribution acquired in Western region that drove the significant rise in position.

Retail Channel Penetration

Retail Channel Penetration

Retail Channel Penetration

RETAIL CHANNEL PENETRATION CASE STUDY 

  • Situation:
    A French manufacturer, the category leader in Europe, wished to expand into the U.S. through home improvement center distribution. The manufacturer was a proven efficient producer with an established history in Europe. However, they recognized that although they experienced a great deal of success Europe, they needed to better understand the North American market during their plans for expansion.
  • Solution:
    The manufacturer needed key insight into the wants and needs of the American consumer, brand awareness in category and product satisfaction and expectations. A customized marketing research program was put together that uncovered these topics through a exploratory qualitative research discussion and robust quantitative survey. Consumers and professionals participated yielding more insight into the category for the European manufacturer while solidifying the right product mix for the U.S.
  • Outcome:
    Consumer feedback pointed to three key needs within the category. Additional insights uncovered a regional and seasonal purchasing trend that was leveraged in communications with retailers. It was also clear that improvement could be made in packaging and messaging to communicate consumer’s key needs and eliminate frustration during the shopping process.

New Product Launch

New Product Launch

New Product Launch

NEW PRODUCT LAUNCH CASE STUDY

  • Situation:
    A category leader outside of retail channels identified an innovation to bring their product expertise into a stale category. The manufacturer needed to better understand the customer's perceptions of benefits, hurdles to use and triggers to purchase in order to create relevant positioning and messaging for packaging, POS and web content.
  • Solution:
    Qualitative product placement with guided video interviews was used to capture deep insights from participants using the new to category solution. Additionally, an online survey validated the initial findings and expanded with purchase journey mapping and video diagnostics for install video guides. 
  • Outcome:
    The manufacturer's new product launch was successful with retailers and online.

Product Refresh

New Product Launch

New Product Launch

PRODUCT REFRESH CASE STUDY 

  • Situation:
    A lighting manufacturer wanted to leverage their expertise into work lights. The work light space was dominated by halogens and fluorescent fixtures, while the manufacturer focused on LED. So, the manufacturer needed to understand the associated “pain points” in the work light space in order to assist in their product development efforts.
  • Solution:
    Quantitative consumer research identified the relationship between price, perceived value, and technologically advanced lighting which is not always a linear relationship.
  • Outcome:
    Based on refinements led by insights, the lighting manufacturer has risen toward the top tier for work lights and is nearing an “industry first” launch of commercial grade product with newly developed features.

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2221 Peachtree Rd NE D-255 Atlanta, GA 30309

(404) 545-2341

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