Dege Building Materials - Brand Promotion Effectiveness and Awareness Study
Company overview
Dege (Guangzhou) Building Materials Co., Ltd., established in 1998, is a wholly-owned subsidiary of the global dry mortar manufacturer Parex Group, headquartered in France. As one of the earliest specialty dry mortar brands to enter the Chinese market, Dege focuses on tile adhesion, waterproofing systems, and related auxiliary materials. Products such as K11 Waterproof Mortar, TTB Tile Adhesive, and grout fillers have gained strong trust from construction teams, decoration companies, and end consumers due to their consistent quality and excellent workability. Over the years, Dege has established a comprehensive sales and service network across the country, maintaining leading brand awareness and market share, and has become a key representative brand in the Chinese building materials industry.
Research background
In a market characterized by increasingly intense competition and diversified distribution channels, enterprises face not only product quality challenges but also comprehensive comparisons in brand recognition, channel coordination, and service capabilities. While maintaining its technological leadership, Dege aims to systematically understand the perceptions and feedback of distributors, contractors, and end consumers regarding its brand, in order to refine its market operations strategy, strengthen brand influence, and improve user satisfaction and market responsiveness. As such, the company commissioned a third-party research firm to conduct a specialized market study, providing scientific evidence to support future product promotion, channel development, and customer service strategies.
Research scope
In January 2016, CEIDEA Research was commissioned by Dege (Guangzhou) Building Materials Co., Ltd. to conduct a satisfaction and brand awareness study targeting three key market segments: building material distributors, construction teams, and potential end users. The research covered: overall evaluations of Dege's brand image, product quality, functional effectiveness, ease of use, and price competitiveness from various user perspectives; customer satisfaction and engagement levels in areas such as advertising campaigns, promotional activities, technical training, and after-sales service; and feedback from the distribution network regarding corporate support policies, logistics services, and brand co-promotion efforts. Additionally, a comparative analysis with key competitors was conducted to assess Dege's market positioning and identify future optimization directions.
Expected outcomes
This study is expected to help Dege clearly define its brand image and service performance across different customer segments, identify pain points and improvement suggestions during product usage, and evaluate the actual effectiveness and customer acceptance of various marketing initiatives. The research findings will provide quantifiable data support for the company's future efforts in maintaining channel relationships, optimizing technical support, upgrading service systems, and formulating brand communication strategies, further enhancing Dege's market leadership and customer loyalty in the specialty dry mortar sector.
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