Successfully launched into two markets with two more to follow
Ruukki, the multinational steel manufacturer had developed an innovative nanotechnology based steel product that had a range of applications across sectors. Markets had been identified, but there was a need to evaluate the product’s potential before launch.
A deep understanding of the customers and importantly in an industry where the barriers to market differ depending on territory it was paramount to fully understand the purchase process and the true decision makers. The world of construction can be complex with architects, planners, construction companies and engineers all involved in the purchase decision. With each stakeholder purchase considerations will vary and communications must reflect this.