Market Entry

CATEGORY: Market Entry

CHALENGE: Measuring the acceptance and potential trends of the use of residential natural gas in a central region with upscale residences in a Brazilian capital.

STRATEGY: Focus groups and telephone interviews with local residents, users and non-users, and in-depth interviews with building managers, janitors, engineers, designers, and architects.

RESULT: The study enabled an integrated analysis of data, which provided subsidies for the strategic planning of communication and market entry taking into account characteristics of the target audience, myths and expectations, and potential subscription.