When ‘no’ means ‘no’.
Launching a new product into an existing market may not always be the success you believe it to be.
Already successful in the commercial sector, our client believed there was huge potential to expand their pool accessories product range into the residential sector.
RBD investigated the potential demand for our client’s products. We phoned a number of prospective clients within the distribution chain (pool shop managers and owners) and asked for their feedback on our client’s concept product range.
Our findings were conclusive – 100% were NOT interested in the range of pool accessories and would not, under any circumstances, consider changing to a new supplier. This was an already saturated, price-driven market with a long history of supplier loyalty.
Simply put, our recommendation to our client was “DO NOT PROCEED”.
This was a bitter pill for our client to swallow…
Please don’t shoot the messenger!
Obviously the results of our investigation were not what our client had expected. But the proof was in our findings. We used practical, effective market research study to present clear documentation in black and white why not to proceed.
Our client fought hard to argue with themselves that there was still validity in entering this new market. Thankfully, they resigned themselves to step away from the new venture and have since saved many thousands of dollars which has instead been directed toward becoming a stronger competitor in their existing market.