Sector 05 of 06
Interior and Building Product Manufacturers
Interior and building product manufacturers are specified by people who never see the factory, and won or lost on a specification sheet before any relationship begins.
The commercial problem
Your product is compared on a specification sheet before anyone has spoken to your business.
Marketing built for a consumer audience does not transfer to a specifier reading a technical document.
Margin is set at the specification stage, and a weak position gets specified against on price alone.
When businesses here engage
- Launching a new product line
- Entering the UAE from India, or the reverse
- Second-generation handover of the business
What he does here
For a manufacturer, the position and catalogue are built for the specifier reading a technical document, not for a retail audience. Specification sheets, trade catalogue and site are treated as the primary sales material, with brand and social material built around them rather than the other way round.
Typical starting point
Scale
Specification sheets, trade media, distributor networks, multi-market.
Enquiries for interior and building product manufacturers start with what the business is for. Start an Enquiry.