One of France's market leaders in adhesives questioned the relevance of its range of wood adhesives and marketing mix in relation to carpenters' purchasing behaviour and requirements.

In addition, it wanted a strategic analysis of the market: stakes, development, prospects, profitable markets.

The report was based on conducting about 300 qualitative person-to-person interviews by phone with user companies (carpenters, fitters-out, etc.) and distributors (builders' merchants, industrial hardware suppliers).

Analysis of the interviews enabled both purchasing behaviour (types of adhesive used, user profiles, choice processes, unfulfilled needs, etc.) and market requirements (in terms of products, services, etc.) to be revealed. It also revealed the manufacturer's perceived image and positioning.

The results obtained

The survey highlighted the reasons that previously limited the development of this producer's business on its market.

It contributed to redefining its marketing mix and distribution strategy.