Product Development

Introduction

Although recognised as a technical leaders BCRC’s consultants in WA and NSW, and BCRC’s overseas associates, have vast experience in other areas of product development and business management.

Papworth, Munn and Marosszeky (BCRC Managing Consultants) have all been responsible for developing businesses that revolve around construction products. They have formal training and extensive experience developing business and marketing strategies and work with the widely recognised marketing professionals to assist clients in their product development, sales, marketing and general management.

BCRC’s aim with any business is to help enhance revenue.

But a balanced approach to business development is essential. Research and Development, Production, Sales and Marketing and Business Administration all play key and synergistic roles. BCRC consultants have operated at the highest levels of industry and recognise that whether a company succeeds or fails depends on close attention to each area. The ways in which BCRC can assist your company are outlined below.

BCRC Services

Product Development

Every successful business has a product that the customer wants or needs, provides customer satisfaction, is competitive and is of good quality. Careful and thorough product development so these success requirements are met makes business development easier. BCRC are experts in the building and construction area and can assess the key criteria that the product must fulfil in the market and can provide advice on how to develop the product to meet those criteria.

Market Research

BCRC are knowledgeable about the industry processes, know the people involved personally and are respected as leaders in their field. This gives them access where marketing professionals alone may not be able to gain entry. BCRC will assess, and use in the strategic development, the following:

• Client objectives
• Current and required product status
• Supply structure
• Competitor cost structure
• Quality requirements
• Barriers of entry
• Market awareness
• Sales & distribution methods
• Income forecasts
• Consumer acceptance trends
• Value acceptance
• Regulatory restrictions

Strategic Planning

Market knowledge is used as a fundamental background to building the strategic plan which provides guidance and methodologies for the client team to:

 

• Create added value
• Increase customer ownership
• Secure long term sales
• Increase net returns
• Developing geographic and industrial spread
• Create strong brands
• Optimise sales and distribution
• Understand and harness development opportunities by assessment of strengths, weaknesses, opportunities and threats
• Continuously improve market awareness, and business strategies.

 

Business Development & Improvement

BCRC can be involved in implementation of the strategic plan by:

• Training of sales and marketing staff in technological  and marketing concepts
• Preparation of sales, advertising and promotional literature
• Co-ordinating the marketing plan within the organisation
• Developing effective sales reporting systems, focussing on maximising net returns.
• Preparation of management reports.
• Preparation of marketing presentations for customers, management, potential financiers and the board.
• Assessment of market position of potential acquisition targets

Consultants Background

Frank Papworth is recognised as a leader in concrete technology and durable construction but has also been responsible for three major business success stories (Taywood Engineering Consultants, Microsilica’s silica fume and Scancem’s steel fibres) in the construction industry.  As part of these he assisted with the launch of ‘Micropoz’ for CSR, Firth, Buildcon and Trumix and with Firths launch of Steelcrete. He is a civil engineer with training in marketing.

Marton Marosszeky has principally been involved with the development of research business. As head of the original BCRC he grew the business to be major research organisation in the NSW construction and building sector. He later went on to Head the Australian Centre for Construction Innovation and holds the Multiplex Chair as Professor at NSW University.

Robert Munn has been involved with business development across Australia and South East Asia as a manger with Boral. He has also been involved in the development of fly ash and slag businesses in Europe and USA.

Projects

The following lists a few of the many projects BCRC have been involved with. BCRC consultants have also  been directly responsible for a number of products introductions.
Concrete Pipes
Review of the marketing advantages and barriers of entry of a new type of concrete pipe. Preparation of a technical/commercial brochure that differentiated the product.

Silica fume

Review of technical data produced by various laboratories for Golden Bay Cement.  Preparation of the promotional literature. Assistance with development of market launch. Key speaker on lecture tour throughout New Zealand. Presented papers in Australia and Asia.
Advice to a US company on silica fume markets world wide, barriers of entry, pricing and product requirements. Included presentation to full management team in Chicago

Preparation of a pre-production marketing drive for silica fume from an Australian company.

Precast

Review of product technical information and market requirements. Identification of technical advantages to differentiate the product. Development and monitoring of R&D programme.

Concrete

Development of high performance concrete capability and marketing tools. Training of sales team.  Promotional assistance for Trumix Indonesia.

Concrete Additive

Development and implementation of Xypex concrete additive evaluation programme. Assistance with preparation of marketing information, including presentation of conference papers. Review of market and advice on market development including leading of an in house marketing workshop.

Geopolymers

BCRC provide management of a companies product development in geopolymers to give rapid launch.

Benefits of Using BCRC’s Services

• Combined expertise in technology and marketing to quickly identify clients needs.
• Experience in distribution and barriers to entry in local and international markets.
• Proven ability to differentiate and value add with construction products.
• Assistance with contacts and market entry.
• Technical expertise to identify product differentiation.

Advantages of Using  BCRC’s Services

BCRC’s consultants have:

• Extensive experience in technical marketing and product development.
• Experience developing systems and solutions.
• Ready access to international experts
• Access to construction industry leaders