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Waterproof Membrane Market Entry and Branding

The Client’s Challenges
  • Unique, direct to earth, below grade waterproof membrane developed to compete in a mature China market

  • Client’s brand not known in below grade sector and sales team had no experience with waterproofing products



  • Develop market entry strategy for client’s new product to penetrate into China’s commercial construction  and public infrastructure markets


Deliverables (24 Weeks)

  • Phase I: Market assessment: market size, regulations, competitive landscape

  • Phase II: Selections of specific markets to introduce and brand new membrane

  • Phase III: Training client sales force to make presentations to design institutes and developers



  • 50+ in-depth face-to-face interviews and over 300  telephone interviews

  • Conducted 15+ seminars in architecture design institutes in North and South China

  • Trained client’s sales team

  • Submitted three phase reports along with all interview notes and all contact details for client follow up



  • The client has established the qualified sales team with PIM’s training

  • PIM uncovered 11 immediate leads

  • Sales volume reached 5 times more than projected for the first year

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