Captive air inflatables: analysis of opportunities for the events industry
The event industry is demanding and constantly on the lookout for novelties.
Already present in several key sectors such as healthcare, aeronautics and defense, Michelin Inflatable Solutions wanted to extend its presence to the event industry, a demanding sector looking for differentiating offers.
To this end, they enlisted the help of Dynergie to identify the levers that could be activated for rapid and successful integration in this sector.
Define a business model based on market insights
Dynergie supported Michelin in this three-stage strategic study:
1. Identifying the best applications :
- Analysis of market data, competitive strengths and advantages of key products in the range.
- Identify the most relevant applications and targets by analyzing and modeling costs for a specific product category.
2. Market test:
- Implementation of offer marketing for each prioritized target and launch of a digital campaign to generate qualified appointments.
- Interviews with prospects to understand how to transform the solution into an offer, and measure the perception of value given its price positioning.
3. Defining the business model :
- Redesign of the business model based on feedback from the field and market analysis.
- Development of an action plan to implement the new business model.
The success of this project.
Over 40 leads.
The market test generated over 40 leads, and the qualitative interviews enabled us to meet over 30 key players representative of the priority target.
2 priority markets identified.
The combination of the various stages of Dynergie's support enabled us to identify 2 high-potential niche markets out of the 4 initially identified.
Deployment strategy.
Following this learning process, a deployment strategy was devised for these new markets, based on the first qualified leads generated by our prospecting interviews.
To conclude.
By working together, Michelin and Dynergie were able to enhance the value of captive-air structures for the event industry, while identifying initial partnerships that are vital to the long-term development of the project.
Benoit Beraud Sudreau
We called on Dynergie to market our range of event shelters. Dynergie's ability to listen to our needs and quickly build up their knowledge was key to the project's success. Collaborating with our in-house teams in project mode gave us greater autonomy and concrete, actionable proposals.
