Leading Edge Credentials


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An overview to Leading Edge's construction industry and marketing experience.

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Leading Edge Credentials

  1. 1. 1 Leading Edge Capability Document
  2. 2. 2 Contents 1. Our services – helping you better understand your customers & markets 2. Our track record – giving our clients peace of mind 3. Case study examples – how our clients benefit from working with us 4. Our client base – see who we have worked with
  3. 3. 3 1. Our services and markets “helping you better understand your customers & markets”
  4. 4. 4 Our core services Market, customer & competitor research – eg identifying a product’s potential, understanding why customers buy from you or your competitors Market analysis – eg assessment of a new market’s size and barriers to entry Marketing strategy & planning – eg one day workshop, full strategic review Market and sales forecasting – eg developing a sales forecast model, identifying growth markets Customer service measurement and benchmarking – eg competitor comparison, continual assessment of customer services Marketing communications – eg developing a customer communications plan, researching which communications channels are most effective
  5. 5. 5 Our core markets Construction industry Construction products Environmental & utilities
  6. 6. 6 Construction and environmental products : we have experience in the following areas Aggregates Air pollution control Block paving Bricks Building chemicals Ceiling systems Cement Cladding systems Concrete - ready mixed Concrete - precast Doors Ducting Flooring - vinyl, wood, laminate, carpet, resin Flooring - adhesives and smoothing compounds Heating Insulation and insulated panels Landscaping Lift systems Lighting Monitoring and Instrumentation Paints Paving Plant hire Plasterboard and drylining Pressure sensors Rainwater Roof tiles Soil & waste Steel Sheet materials Timber Tool hire Underground drainage systems Waterproofing Wood pellets
  7. 7. 7 Environmental Services: we have experience in the following areas Energy supply Laboratory Services – Foods – Oils – Soils – Waters Remediation services Waste management services – Hazardous waste management – Healthcare waste management – Non-Hazardous (Municipal) waste management Water and wastewater services – Potable water supply – Wastewater and effluent treatment.
  8. 8. 8 2. Our track record “giving our clients peace of mind”
  9. 9. 9 Testimonials from our recent clients Over 250 projects and 100 clients in last 10 years “Leading Edge helped us to identify the initial way forward for our marketing activities and put in place a marketing plan with specific objectives as well as highlighting a number of potential opportunities. We would be happy to work with them again”.– Philip Mohan, Sales Director, Siderise “It was a pleasure working with the staff at Leading Edge. Their expertise in the construction sector was a significant benefit as they assisted our organisation in evaluating our market position and develop a proactive marketing strategy moving forward. I have no hesitation in recommending their services.” - Warren Muschialli, Director, John Newton “The Leading Edge team were very professional and kept to an extremely restricted delivery date. The results of the research have proved to be very helpful and insightful in moving our projects forward”. – Susan Allder, BRE Marketing “Thank you for a great piece of research on the UK Timber sector. The quality and depth of the work by the Leading Edge team on a complex task fully vindicated my recommendation for using you at the outset. I look forward to working with them again soon.” – John Hunt, Business Advisor, Enterprise Ireland “Leading Edge carried out an important research project for us and the results of the research will be fed directly into our marketing strategy. The project met all our objectives and as a result we have commissioned them to carry out further research projects for us.” - Natasha Kyriakou, Marketing Manager, MITIE Property Services “The Leading Edge team were highly knowledgeable about forecasting in the construction sector with the necessary expertise and insight to add real value to our business. They provided an excellent service all round.” – Mark Heston, Market Insight Manager, Openreach
  10. 10. 10 Benefits from using Leading Edge Benefits you get from working with us Why you can trust us to improve your business You will be working with a team who already understands your key issues in the construction and environmental industry All consultants have operational marketing experience in the construction sector, including director level positions, so we can hit the ground running You get senior director level contact from start to finish to ensure the project’s success Our clients value the fact they work with the same consultant throughout the project and who is available to provide continuous support You get a team who can suggest appropriate, cost effective solutions to meet the project brief With over 250 projects completed in the last 10 years we have recent experience of all the research techniques and tools to deliver the insights you need You receive a high quality output to support your objectives Over 60% of our business is from clients who we have worked with for over 4 years You get strategic recommendations and actionable market insights to improve your business performance All senior consultants have over 10 years consultancy experience with our lead director, Mel Budd, having a track record at PWC
  11. 11. 11 Key credentials Marketing and research consultancy, founded in 1988 Specialists in the construction, building products and environmental sectors Over 250 projects and 100 clients in last 10 years Members of the Chartered Institute of Marketing (CIM) & Chartered Institute of Marketing’s Construction Industry Group Market research is carried out in compliance with the Market Research Society’s (MRS) code of conduct Quality, environmental and social responsibility policies can be seen on request.
  12. 12. 12 Meet the team Mel Budd – Director / consultant Nick Hollaway - Consultant Chris Hadley – Consultant Doug Green – Consultant John Ellis – Consultant Eleanor Cousin – Researcher Claire Schlag - Researcher Heather Wearn - Researcher Daren Carter – Researcher Operational experience in the construction industry and significant research expertise All researchers have extensive experience of interviewing in the construction and environmental industries and are familiar with the terminology used
  13. 13. 13 Our specialist research team The telephone research team is based at our office in Hartley Wintney. This improves the quality control compared to home based or call centre based interviewers used by many agencies. In particular, this set-up provides advantages for our clients as our project consultants: – can easily monitor any questions or issues as they arise during the survey – are able to quickly resolve any unexpected issues arising as the survey unfolds, which is important in relatively complicated sectors All members of our interview team have significant experience in the construction and environmental industry and are familiar with the terminology used. They have previously carried out interviews with contractors, architects, quantity surveyors, clients, specialist sub contractors and suppliers We pay our researchers per hour and not per completed interview. Again, we believe this improves the quality and accuracy of the data collected as there is no incentive to rush through the interview. Many researchers working from home are paid on a completed interview basis.
  14. 14. 14 3. Case study examples – “how our clients benefit from working with us”
  15. 15. 15 Case Study – customer insight research for a national contractor Client benefits A list of key action points for improving service levels Identified common areas of weakness on certain types of contracts Highlighted cross-selling opportunities for other services Numerous customer testimonials collected for use in marketing company’s services. Project objective Improve understanding of the way customers viewed the company’s service performance Identify areas for service improvement Key achievements Completed over 50 in-depth interviews with customers Provided recommendations on brand strategy and customer service improvements Additional worked commissioned due to success of project “Leading Edge carried out an important research project and the results will be fed directly into our marketing strategy. The large amount of quality feedback collected will help influence the way we build relationships with our customers at all levels.” - Natasha Kyriakou, Marketing Manager, MITIE Property Services
  16. 16. 16 Case Study – market share tracking for a trade association Client benefits Measures effectiveness of marketing strategy Data informs strategy development for defending / growing share of core target markets Market data supports marketing communications to drive product sales. Project objective Market share tracking against competitor building materials Key achievements Worked with client for 5 years to track the performance of concrete and project still ongoing Undertake an extensive market research programme – around 700 interviews pa “Leading Edge has a very good knowledge of the construction and cementitious markets and have consistently produced the required output on time and within budget. I would certainly recommend them.”– Andrew Minson, Director, The Concrete Centre Market share by material 0 10 20 30 40 50 60 70 2007Q1 2007Q2 2007Q3 2007Q4 2008Q1 2008Q2 2008Q3 2008Q4 2009H1 2009H2 2010H1 2010H2 Rolling12monthsmarketshareby material Material A Competitor 1 Competitor 2
  17. 17. 17 Case Study – sales forecasting for an equipment distributor Client benefits Models provide more confidence for business and resource planning - both nationally and regionally Sales forecasts are now used when preparing official reports to the city. Project objective Develop model to forecast construction output and product sales by sector so that the company could look at various scenarios for the future Key achievements Developed 2 forecasting models. One to forecast total UK construction output by sector and the other to forecast sales by product group Historical fit was accurate and the client now uses both models as key inputs to its planning process “We were extremely pleased with the work and we would definitely recommend using Leading Edge, they have added significant value to our forecasting process.” – Sarah Keedy, Marketing Director, Speedy Hire All product sales - example graph 0 2000 4000 6000 8000 10000 12000 14000 16000 18000 2005Q1 2005Q2 2005Q3 2005Q4 2006Q1 2006Q2 2006Q3 2006Q4 2007Q1 2007Q2 2007Q3 2007Q4 2008Q1 2008Q2 2008Q3 2008Q4 2009Q1 2009Q2 2009Q3 2009Q4 2010Q1 2010Q2 2010Q3 2010Q4 2011Q1 2011Q2 2011Q3 2011Q4 2012Q1 2012Q2 2012Q3 2012Q4 All products: Actual / Example :Forecast / Example
  18. 18. 18 Case Study – brand strategy review for a building products manufacturer Client benefits Research revealed competitor acquisition strategy to be the most effective route to increase customer sales Identified areas for back office cost savings to improve profitability Improved knowledge of customers will allow more targeted marketing and an improved pricing structure to be developed. Project objective Identify the branding route most likely to lead to the company meeting its profitability and market share objectives. Key achievements Carried out 180 telephone interviews to improve market & competitor knowledge Drew out the key conclusions from data and provided recommendations on brand strategy Brand 2 Competitor B Competitor A Brand 1 Competitor C Narrow High Low Wide Perceived product prices Productrange Narrow High Low Wide Perceived product prices Productrange Brand map from research highlighted that the company’s brands were in danger of losing relevance in the market.
  19. 19. 19 Case Study – assessing the market potential for a new product for a building products manufacturer Client benefits Market and competitor analysis provided insight into the potential market size and the scale of the opportunity and a list of the barriers to entry that needed to be overcome Research suggested there is a market potential for the new product, but the timing for market entry needed further consideration Project objective To provide an initial assessment of the UK non residential market for a new product to provide recommendations on the level of investment in manufacturing and marketing Key achievement Desk research plus a combination of face-to-face and telephone discussions with key industry executives to provide a full market analysis “We have used Leading Edge a number of times before and went to them to help us evaluate a potential new product sector for the building products market. As with previous research we were more than happy with the results and would definitely use them again.” - Malcolm Stamper, SAS International New commercial New public Total % change 2005 prices 2005 prices 2005 prices 2000 17,050 6,735 23,785 2001 16,906 6,794 23,699 -0.4 2002 17,103 8,355 25,458 7.4 2003 16,297 10,120 26,417 3.8 2004 17,191 11,197 28,388 7.5 2005 17,369 10,191 27,560 -2.9 2006 19,695 9,679 29,374 6.6 2007 22,178 9,205 31,383 6.8 2008 22,529 10,603 33,132 5.6 2009 16,120 11,457 27,577 -16.8 2010 14,060 10,251 24,311 -11.8 2011 14,096 8,893 22,989 -5.4
  20. 20. 20 Case Study – market research for a national contractor Client benefits Research provided comprehensive briefing for web designers New website well received by internal staff and other stakeholders Project objective Re-launch website to differentiate company from competition and communicate market strengths to the target audiences more effectively Key achievement Completed over 100 interviews in 4 weeks using 5 questionnaires delivering valuable insights from stakeholder groups Use of on-line research technique kept project costs low for the client “Leading Edge delivered an excellent piece of research for HBG's new website. The analysis and report were excellent.” – Mukesh Parmar, BAM Construction
  21. 21. 21 Projects for overseas companies looking to expand into the UK Analysed wood pellet market in GB; analysed wood pellet market in Ireland Developed a market entry strategy for a timber supplier Analysed aggregates market and identified way forward to develop sales for a specialist quarry Identified suitable distributors for a flooring manufacturer Assessed the HVAC market to identify suitability for new product launch Analysed bark mulch market and developed key actions to develop sales.
  22. 22. 22 Typical contents page of a report for overseas company 1. Project objectives and research methodology 2. Summary of conclusions from research 3. The opportunity in the UK market 4. Potential issues for suppliers from the Republic of Ireland and barriers to entry 5. Actions required to exploit the opportunity 6. Detailed Research Findings: I. Market size and trends II. Forecasts for future demand III. Route to market IV. Potential customers V. Competitors VI. Competitor products VII.Pricing and profitability VIII.Legislation, taxation and certification IX. Transport and sustainability
  23. 23. 23 4. Our client base “ see who we have worked with”
  24. 24. 24 Over 90% of our clients are from the construction , environmental or related sectors “A few of our clients from recent years”
  25. 25. 25 Building product manufacturers Akzo Nobel Alumasc Amtico Ardex Baggeridge Brick Bostik Building Adhesives Ltd Caradon Stelrad Castle Cement Cemex Chelwood Brick Coillte Coolrain Ecocem Gerflor Gradus Hanson Howden Hunter Plastics Ibstock Icopal I R Security John Lord John Newton Karndean Knauf Lafarge Low & Bonar Marley Eternit Norman Hay Portakabin Ruberoid Sandtoft Sapa Profiles SAS International Siderise Style Tarkett Tarmac Tremco Illbruk Upofloor Urbis Lighting Walsh Mechanical Engineering
  26. 26. 26 Building contractors Ashe Construction BAM Construct Beard Ltd Bowmer & Kirkland Bouygues Colas Cosmur Construction Costain EPS plc ETSU Contracts Geoffrey Osborne Gratte Brothers Imtech Interserve Rail John Lord Kier Group Leadbitter MITIE Morgan Est plc Murray & Burrell Pexhurst ROK SGB Contracts Shanks Waste Willmott Dixon
  27. 27. 27 Trade associations and professional bodies Association of Consulting Engineers Brick Development Association British Cement Association Builders Merchants Federation Building Research Housing Group Chartered Institute of Building Constructing Excellence The Concrete Centre The Concrete Society Interpave Mineral Product Association
  28. 28. 28 Distributors AEA Technology Building Research Establishment Constructing Excellence East of England Development Agency Enterprise Ireland Environmental Technology Best Practice Programme Energy Technology Support Unit Department of Transport & Regions DTI Environment Agency Joint Environmental Markets Unit NHS - including PCT’s UKTI Government and agencies JT Atkinson & Sons Ltd Lavendon Group plc Enfield Timber Company Hall & Co Nationwide Access Ltd Speedy Hire Plc Travis Perkins plc
  29. 29. 29 Banks and financial institutions Avenue Capital Camulos Capital Deccan Value Drew Newton JefferiesGlenview Capital Oak Tree Capital Och Ziff Capital Management Octavian Advisers Quadrangle Group Redwood Capital Select Equity Sheffield Asset Management Sterling Monaco Varde Partners Europe ALcontrol Laboratories ALS Environmental BT Retail Claro Limited Centrica CRT Heaven CPD Certification Service Emap Exova Glenigan Endat Standard Indexes Frost & Sullivan Openreach – BT Group company Severn Trent Group Shanks Group Shield On Site Services UCL Graduate School Service providers
  30. 30. 30 What scores our clients gave us – customer feedback questionnaire Client scores out of 10 for last five completed projects Client The deliverables were good value for money You trust the organisation and would be happy to use them again You would be highly likely to recommend the organisation to others if asked A 8 8 8 B 10 10 10 C 10 10 10 D 8 9 8 E 9 10 10 Names are removed to protect client confidentiality
  31. 31. 31 www.lead-edge.co.uk … delivering a better understanding of customers and markets Tel: 01252 279990 E-mail: leadingedge@lead-edge.co.uk