BMI Group - - Market Entry Research for a New Concrete Tile Coating Technology
Case Details
Company Overview The BMI Group is a subsidiary of the American Standards Industrial Group and is a leading supplier of roofing and waterproofing solutions across Europe. With operations spanning multiple countries and regions worldwide, the company specializes in delivering efficient and reliable roofing and waterproofing system solutions. It possesses extensive technical expertise, particularly in concrete tile surface treatment technologies. In response to the growing demand for high-quality concrete tiles in the Chinese construction market, BMI Group is actively expanding its presence in China and driving technological innovation to strengthen its competitive positioning.
Research background
In response to the continuously increasing demand in the Chinese market for concrete tile surface texture and performance, the BMI Group plans to introduce a next-generation G2 coating technology to enhance surface smoothness and visual appeal. While this technology improves product quality, it may also result in a 15%–20% cost increase. Therefore, a market research study is urgently required to evaluate consumer acceptance and price sensitivity toward the new technology, enabling the company to refine its product strategy and marketing pathways and ensure that the investment in technological advancement is supported by market demand and commercial value.
Research scope
In September 2023, CEIDEA Research was commissioned by the BMI Group to conduct a specialized market research study on the market acceptance of the new G2 coating technology. The study employed a mixed-method approach, combining in-depth qualitative interviews with structured questionnaires, covering both residential and non-residential building sectors in the East China region. Interviewees included distributors, architects, designers, and key developers. The research focused on three core questions: First, whether consumers prefer concrete tiles with finer surface coatings and whether they would consequently reduce or discontinue purchases of solid-body tiles; Second, the overall impression and level of recognition of the G2 technology when compared to leading competitive products; Third, market feedback on the BMI Group’s existing Cisar process, as well as client preferences for terracotta tile profiles in design and aesthetic terms. Through multidimensional analysis, the study provides the BMI Group with both quantitative data and qualitative insights.
Expected outcomes
This research will provide the BMI Group with a solid data foundation and strategic support for the market launch of the G2 technology in China, clearly identifying consumer acceptance and willingness to pay for coated products. It will guide the company in making scientifically informed decisions regarding product portfolio, pricing strategy, and sales promotion. Additionally, the findings will support the BMI Group in accurately differentiating its coating tile and solid-body tile product offerings, thereby enhancing market awareness and appeal of the Cisar process. This will further strengthen the company’s core competitiveness and customer satisfaction in the Chinese concrete tile market.
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