Product Commercialization
Many marketing strategists fail to recognize the impact that building codes and the related sub-codes can have in the construction industry marketplace. No sales and marketing team, regardless of their skill, enthusiasm, or experience, can overcome code language that is unfavorable to an industry or a product.
In 1997, an HVAC manufacturer developed a new, residential energy efficient gas-heating product. The innovative product was so efficient that the low-temperature by-products could be vented horizontally through a small plastic pipe to the exterior of the house. The product was tested and listed as meeting the requirements of a particular standard. The manufacturer however, did not consider the impact of the building and mechanical codes would have on the marketing plan for the product. No one realized that the model codes in force at that time that applied to the installation of this product required venting vertically through the roof via a masonry chimney or metal vent.
Due to this oversight, the product had to be marketed individually through each target market, asking for exceptions to the code, which had to be applied for on a case-by-case, state-by-state, city-by-city basis. This was undoubtedly a very expensive, labor intensive marketing strategy, and ultimately caused a delay in widespread acceptance of the product. Such recognition was not achieved until the codes were modified to recognize this venting arrangement, which did not occur until several years later.
ICI offers product commercialization services that are essential while developing a product or a marketing campaign, which include research on defining optimum target markets, current and future codes requirements, compliance with standards and specifications, testing requirements, development of test plans, and other statutory or regulatory influences which can ultimately determine a marketing campaign’s success or failure.