CONSTRUCTION, MODERNIZATION & RENOVATION
Few industries have such a proliferation of old-fashioned business models as the construction industry and its supply trades operating in the field of modernization and renovation. For decades these industries – many of which are traditionally highly profitable – have been marked by multi-level distribution structures: often with strong wholesale and retail operations and a traditional focus on skilled trades as end customers.
But in this day and age even these industries are exposed to upheavals, some of them major. They may be caused by the rise of trading forms like building supply or home improvement stores, especially in the professional segment, or by online sales, or a major strengthening of brand focus.
Pioneers like Schüco, Velux, or the marketing-heavy heating and plumbing industry are already showing how it's done: the improvement of brand and customer focus holds enormous potential for renewal.
What this entails for companies in the business is, first and foremost, expanding their perspective to consider the actual end customers. After all, they are the ones who make the decisions on whether or not to invest in a new facade, a new bathroom, or the installation of energy-saving measures in a building. End customers may be private homeowners (B2C business) or housing industry players (B2B business).
This is precisely the starting point for our projects, which we conduct primarily for small to medium size businesses, some of them family owned: protecting profitable growth by steering the company toward improved brand and customer focus.
Some of the aspects our consultancy focuses on:
- Growth strategies
- (Re-)positioning concepts, incl. developing new brands
- Sales strategies
- CRM, loyalty and customer-retention concepts, customer management
- Customer segmentation
- Communication strategies and concepts all the way through agency selection and
- Pitch support
SELECTED KEYLENS PROJECT EXAMPLES
European manufacturer of paints, varnishes, and thermal insulation materials
EUROPEAN MANUFACTURER OF PAINTS, VARNISHES, AND THERMAL INSULATION MATERIALS
Issue:
Positioning the three brands of composite thermal insulation systems in the professional market
Objective:
Reviewing and realigning the current three-brand strategy with the aim of reducing internal conflicts and making much better use of market potential
Results:
- We realigned the core brand with a pronounced brand spread and an all-new market presence; thereby initiating the biggest strategy and change project of recent years
- Initiated a whole new understanding of commercialization with a focus on the private and public-sector investor as the purchase decision maker
- Relaunched or sharpened the profile of the other two professional brands
- Established an overarching group marketing function
- Ensured the adoption and authorization of a comprehensive master plan for realizing the project results
KEYLENS success levers:
Mirroring the client's specific management structure with two KEYLENS Partners displaying complementary character profiles; combining "flawless" project work and a highly professional internal communication process with the maintenance of absolute neutrality
Construction supply company I
CONSTRUCTION SUPPLY COMPANY I
Issue:
Multichannel sales
Objective:
Developing optional sales channel strategies to substantially improve the exploitation of market potential
Results:
- We structured alternative commercialization models
- Developed an evaluation grid to assess the identified alternatives
- Assessed the identified options for action based on the evaluation grid and employing thorough competitive benchmarking and the client's own resources
- Derived four sales channel strategies relevant to the client's business
KEYLENS success levers:
Fast, practicable results achieved by taking a pragmatic approach to finding a solution, combined with industry and methodological expertise
Construction supply company II
CONSTRUCTION SUPPLY COMPANY II
Issue:
Web enabling strategy
Objective:
Formulating an integrated online concept for the three levels of brand, product information, and manufacturing information
Results:
- We defined and facilitated internal approval of the objective of the web enabling strategy
- Conducted a survey to identify target group needs and carried out a benchmark analysis of actions and tools
- Developed a proposal for segment-specific actions and content at the levels of brand, product information, and manufacturing information
- Defined tools and methods for achieving the objective and defined roles and responsibilities
- Formulated and coordinated a detailed implementation plan, incl. specific activities, tasks, roles, timings, and budgets
KEYLENS success levers:
Specific approach that pools external and internal expertise; quickly realizable solutions
Windows and doors manufacturer I
WINDOWS AND DOORS MANUFACTURER I
Issue:
Realigning the sales strategy
Objective:
Leveraging growth potential with exclusive dealers
Results:
- We found out the success factors and growth barriers by means of a comprehensive analysis of the specialist dealership business
- Achieved revenue effects through greater differentiation in the support services provided by corporate headquarters
- Positively impacted motivation by intensively involving the sales department in the process of strategy development
KEYLENS success levers:
Expanding the internal perspective on dealership partners, and greater consideration of needs and capabilities in sales planning
Windows and doors manufacturer II
WINDOWS AND DOORS MANUFACTURER II
Issue:
Realigning the marketing strategy
Objective:
Revitalizing the brand and thereby achieving substantially higher growth
Results:
- We identified the status quo pertaining to the brand and its success factors
- Increased sales by means of a stronger focus on business segments and target groups
- Prepared a new national advertising campaign in combination with a reworked marketing mix
- Embedded a stronger end customer perspective in the company
KEYLENS success levers:
Closely linking business strategy and marketing strategy, and thereby deploying the marketing mix exclusively to achieve identified objectives
