Optimum Sales – Spanish Carriers are Just as Clean as the Italians
In a market study we conducted to establish the commercial launch actions for a product for the care of industrial vehicles, we analyzed the cleaning habits of their vehicles by fleet owners and transporters in two countries, Spain and Italy.
Market studies conducted for B2B markets or products are different from studies for mass market or consumer products for various reasons.
The three main differences that we at Optimum Sales consider to exist between a B2B market study and a mass market or consumer market study are:
- B2B markets are narrower, that is, smaller and can even become finite, and therefore the possibility of obtaining statistically significant valid responses is more complicated.
- The criteria for selecting products and suppliers, the decision-making criteria, purchasing habits, supply frequencies, and the relationship with competitors are completely different from those we have when we buy or consume products as individuals. In B2B environments, decisions based on emotional factors carry less weight than decisions based on purely rational criteria and return on investment.
- The decision criteria in B2B markets are more homogeneous among customer profiles than in consumer markets, where a greater number of variables come into play.
Let’s return then to the results we obtained in the two countries we analyzed, Spain and Italy.
One of the questions we asked them was:
How often do you clean the interior of your van or commercial vehicle?
From the responses obtained, we can conclude that both markets exhibit very similar behaviors, and based on the number of vehicles in each country, we can establish the potential and real market for the market segment we are targeting.
We also asked in the study about the number of competitors, the level of engagement with them, the supply channels, the information channels, and the price level they would be willing to pay for the new product.
Based on all this information and additional data, we were able to assess whether it made sense to launch the product, which marketing mix variables to use, and above all, how to launch the product efficiently and in a shorter timeframe.
| David Galve | General Director www.linkedin.com/in/davidgalve |  |
