Marketing Gypsum Board - Who is the REAL Customer?

Presented at Global Gypsum Conference 2015 by Robert Morrow

In retail, the customer is the person on the other side of the cash register. However, there are often 'influencers' that are involved in the buying decision. A traditional product flow would go from supplier, manufacturer, distributor, contractor/installer to the owner. However, the contractor/installer often originates the purchase, complicating the flow of decisions. The identity of the owner is also a crucial factor, since the 'retail' owner will make different decisions from a corporate owner. In fact, buying groups or a central procurement division for developers may add in another layer of influencers. Other main influencers will include standards bodies, system developers, architects, designers, specifiers, developers and tenants.

This document is available as a 40 page slide presentation.