Exploring Market Diversification Opportunities for Calor

 

Client: Calor

 

Objectives:

• To achieve key insights into the use of wood products for heating, brand perceptions, user journeys and key drivers
• To understand the biomass market in terms of gaps, potential and scope
• To explore how Calor might most effectively communicate a new profile as a credible provider in the biomass market

Methodology:

• Qualitative one-on-one interviews with current biomass customers
• Secondary (desk) research in the UK heating market
• Utilising a snowballing approach to reach installers

Findings:

• Customers in the target market were found to be affluent and well informed about renewable energy choices
• Customers would welcome Calor as a supplier of wood products, due to its geographic reach and distribution network
• Installers are a big influence on customers’ choice of fuel
• The biomass market is small and unlikely to grow substantially without government investment in supporting installation costs

Recommendations:

• Opportunities should be further explored in a test location before substantial investment is made
• Installers should form a key part of any communications strategy given their influence on buying behaviour
• Calor could consider a system of accredited installers both as a route to market and for brand credibility