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    B2B Marketing

    AWARDS 2012 CASE STUDY: Category 19: 'Bring the outside in' by Eurocell

    Content, Creative & Campaigns

    B2B MarketingBy B2B Marketing

    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.

    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.

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