CLIENT COMPANY

We were contacted to help a paint manufacturing company with one of the highest market shares in our country. The company wanted to know and explore its target market in Italy in more detail. Therefore, we carried out a market analysis specifically on the Paint sector.

Specifically, the one studied in this analysis is a very complex market because it consists of so many players: manufacturers, distributors, retailers, installers, and as if that were not enough architects, designers, and builders!

STARTING OBJECTIVES

The primary goal of the paint company was to understand its target market, specifically analyzing new industry trends, customer needs and interests, but also who the main competitors were and the strategies they adopted.

MARKET RESEARCH AND ACTIONABLE INSIGHTS

The main objectives of Market X-Ray were:

  • Marketplace: understanding how the interests of online customers are changing. What types of paints are of most interest? What do people want to paint? What are the new trends and how much are they growing?
  • Target customers: distinguish between different targets and figure out how to reach them. Where can they be found online? How to reach them? Who are the main influencers for each target audience?
  • Brand: assess what the customer’s outcomes are today. How much is it talked about? How much do people talk about the different products? What are the results on social media?
  • Competition: compare strategies and results with major (and even minor) competitors. What results do they achieve in terms of turnover? What about visibility? What about social engagement?

After this journey into the world of online paint, the picture was much clearer!

RESULTS OBTAINED FROM THE MARKET ANALYSIS FOR THE PAINTING INDUSTRY

In conclusion: the survey brought out several very important aspects. Interesting new trends were emerging in the paint industry, such as the topic of eco-friendly and natural paints. In addition, users were found to be very active in research. (Find out the new market trends too, click here!)

Therefore, the results obtained have enabled the company to better understand its target market and devise new strategies!