AWARDS 2012 CASE STUDY: Category 19: 'Bring the outside in' by Eurocell
Eurocell should win this category because launch of its Aspect panoramic doors generated retail sales in excess of £6.5m during the past 12 months.
Eurocell direct sales resulted in this campaign delivering a return on marketing investment of 29:1.
Research undertaken by Eurocell in 2011 estimated the total bi-fold door market in the UK to be worth between £80-100m, with PVC-U having around a 50 per cent share – much lower than the windows market (c80 per cent share).
Although bi-fold doors are still a growing niche market, the goal was to take share from timber and aluminium offerings by changing the perception of PVC-U bi-fold doors. This was done by designing the product from a blank sheet of paper, rather than trying to adapt an existing system. The result is a range with over 30 unique and innovative features many of which have a patent pending.
Success of the product launch can be attributed to three key factors:
- USP’s – 30+ key selling points, patented features, superior aesthetics, easy to install.
- Clear strategic positioning – A premium product with market-leading aesthetics at a more competitive price point than timber or aluminium alternatives, to make bi-fold doors more attainable.
- Segmentation and targeting – Identifying key customer and prospect groups which would most effectively help push and pull sales through the channel.