Lately several of my carpentry customers have been asking me … “Stefano, but to satisfy those customers who don’t want to spend too much, wouldn’t it make sense to offer them PVC window and door frames?”
If we follow the theoretical bases of the positioning of a company in the market and in the minds of customers, as well as some basic laws of marketing, the answer is NO.
To understand better, we need to start from the widespread perception that:
– PVC windows and doors are an economic solution
– the wooden window is a more prestigious solution
There may be exceptions, but in principle this is what’s in people’s minds.
So let’s try to take examples from those who know how to do marketing well…
You for example, have you ever seen a Dacia Sandero inside a BMW showroom?
The only thing BMW people might say is … “damn it but if we only had Dacia Sandero inside… we could take an extra market share” … BUT … do not …
Starting from the assumption that BMW people (but I could give many other examples) know marketing better than you and me put together, then I ask you … but if they don’t, why should you do it?