A leading supplier of woodcare products approached us looking at moving into new markets and ways to maximise coverage in existing ones

We needed to get the trade view on their current range and to see whether their brand name would carry over to new products that could include Teflon?

Would the use of the Teflon name bring anything to the market?

What We Did

We felt that a project of this size would need several phases to gain real insight into this area

To gain a better understanding of the key players in the varnish trade we conducted 100 telephone interviews with managers and personnel from builders and decorators merchants around the country

We followed this up with four group discussions and further groups testing the new pack design

The Story

In the end it turned out to be simple; people are looking for the "Holy Grail"...

...People want the guts of a solvent borne combined with the properties of a water-based varnish - in a tin

Research showed that Teflon said hard wearing and trade but some duplication when inserting Polyurethane

Our Recommendations

We felt that after speaking to those in the trade that it was clear what they were looking for...

Both Polyurethane and Teflon should be used on new trade products -this was to emphasise both the hard and trade aspects

The emphasis was also on selling the benefits of water-based with the strength of a solvent based - allowing for the best of both worlds

The company used our report as the basis for branding the new products and are set for launch with a product that bridges the gap between solvent and water based varnish

To see how the company used our insight and results click the following link http://www.connectpoint.co.uk/sadolin.zip