Case Study #4: Sales Growth - Commercial HVAC
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
Manufacturing – HVAC Systems
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Research Topic
Exploring need for an existing product in a new market application
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Research Need
HVAC systems manufacturer desired to research the need/interest in an energy recovery, ventilation system to improve air quality levels in public schools, a previously untapped market segment.
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Research Process
Conducted focus groups among school district administrators, maintenance supervisors, and teachers.
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Results
Identified significant interest, especially for schools built in the 1970’s and 1980’s which had “closed loop” systems for energy savings, but had air quality problems affecting teachers and other staff, as well as the students.
Identified supporters and non-supporters among the various buying influences – maintenance, school boards, parents, administrators, and engineering design firms. Designed selling strategy to gain support for the sale. Ad agency developed brochure to market the HVAC systems to the education segment. |
Links to Related Case Studies
Business-to-Business - Product Development
Business-to-Business - Product Development
Business-to-Business Focus Groups