How to efficiently communicate Membrane Lightweight Structures to the Swedish market

Abstract

The properties of polymers in combination with geometrical forms and advanced computational modeling and optimization have synergistically made it possible to construct functional and aesthetical structures with a variety of functions - Membrane Lightweight Structures. Despite the various benefits of these building systems and their worldwide presence, the general awareness can arguably be considered low. One can illustrate this awareness problem as a gap between what is structurally possible with membrane structures and its benefits, and the awareness in the market for these possibilities. The derived question is then - how do we make the market aware of these building systems - or in other words; how do we close this gap? The purpose of this research study is to enlighten the problems of low market awareness and find strategies to overcome these in order to easier commercialize membrane structures. By qualitatively researching and analyzing several markets to find relationships, common denominators and differences we then converge our broad focus in order to answer i) what the customer value benefits for membrane structures are and ii) how one efficiently can communicate membrane structures to a fairly untapped market - the Swedish market. A set of proven and well known models are used for analyzing markets, their attractiveness and also conceptualizing marketing strategies, such as Porters five forces, PESTLE model, Product Lice Cycle model, market segmentation, market potential, SWOT, pricing strategies and the marketing mix model. The results show the importance of knowing your market - what works in one market does not necessarily work in another. They also show the importance of focusing the offering, due to the various applications. This study concludes that the added value benefits for membrane structures are in relation to aesthetics, deformability, natural daylight, large span, rapidness in installation, sustainability, cost efficiency and low maintenance. However these benefits cannot be generalized and must be communicated with respect to the overall strategy and substitute solutions. We also conclude that the Swedish marketing and implementation strategy need to involve both a message of what to communicate as well as a positioning identity. The various applications and possibilities aside - the message and offering need to be simple and clear for mass and awareness objectives. Membrane Lightweight Structures need to be positioned as weather protecting systems, competitive first and foremost for architectural beauty. Static PVC structures, over 100 m2, should be offered for both long and short terms objectives, directly to potential end customers as well as thru architects.