Growth-
scan
Growth-
scan
COSMAR operates in the field of building chemistry. As a part of ORBI Chemicals, it is specializing in industrial cleaning and maintenance products, particularly primers for the construction sector. With a team of 40 employees, Cosmar directly serves tradespeople with a wide range of products designed to assist plasterers in tackling challenges posed by modern building materials.
One such challenge arises from the use of fast-building bricks with increased insulation values, which alters the absorption of substrates, creating issues for plastering, such as uneven drying and reduced adhesion. To address this, Cosmar developed unique primers that neutralize the suction of various substrates, improving adhesion.
Cosmar saw an emerging opportunity in the flooring sector. They suspected that floor layers might face similar issues to plasterers due to the changing nature of construction materials. However, they lacked concrete data about demand within this new market and needed to understand if the need for surface preparation products existed in the flooring industry.
Cosmar’s goal was to explore this new market and assess whether they could expand their position in the industry. With no prior experience in the flooring market, they required a comprehensive analysis to gauge demand and uncover opportunities.
Phase 1: Defining Assumptions and Conducting Market Research
We initiated a structured research process, defining key assumptions and asking the right questions to explore the potential of entering the flooring market. The first step was identifying the target market, focusing on a local region. We worked to understand the structure of the market. Additionally, we mapped out the value chain, answering critical questions like: “Who buys where, and what value-added services do distributors provide?”
We also conducted a competitive analysis, assessing pricing strategies of competitors in the flooring sector. To gain a deep understanding of the technical processes used by floor layers, we performed an in-depth dive into their methods to estimate how relevant Cosmar’s products would be in this new context.
Phase 2: Product Development and Recommendations
After analyzing the data, we discovered that products in the flooring sector are often purchased in bundles. Based on this, we recommended that Cosmar offer their primers as part of a package through a distributor, branded as a white-label product. This approach would allow them to enter the market with minimal effort and no need for technical changes to the existing products.
Market Research: We mapped the flooring market and defined the value chain to understand potential opportunities for Cosmar’s products.
Market Research: We mapped the flooring market and defined the value chain to understand potential opportunities for Cosmar’s products.
In-depth Interviews: We conducted 30 in-depth interviews with local players in the flooring sector, gathering insights on the practical use of primers and how often they would be utilized.
In-depth Interviews: We conducted 30 in-depth interviews with local players in the flooring sector, gathering insights on the practical use of primers and how often they would be utilized.
Competitive Analysis: We researched the competitive landscape and pricing models in the flooring sector.
Competitive Analysis: We researched the competitive landscape and pricing models in the flooring sector.
Product Strategy: Based on our findings, we recommended offering Cosmar’s primers as part of a bundled package through wholesalers, under a white-label arrangement.
Product Strategy: Based on our findings, we recommended offering Cosmar’s primers as part of a bundled package through wholesalers, under a white-label arrangement.
By aligning the product with the needs of the flooring industry and distributing it through established wholesale channels, Cosmar opened a new market segment and expanded their reach without making significant product changes.
This strategic market expansion allowed Cosmar to position itself as a versatile player in the construction industry, capitalizing on a growing demand for surface preparation products in the flooring sector.
Commercial Growth Scan
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