Dupont Performance Coatings Case Study

Using Customer Research to Redefine Brand, Business

The Challenge

Dupont Performance Coatings (DPC), a leading supplier of paint systems to the global automotive industry and its aftermarkets, was feeling the impact of commoditization and discovering that traditional product-based features, attributes, and benefits were no longer meaningful to customers. In order to remain relevant and differentiated without relying too heavily on price, DPC set out to redefine and re-brand offerings and customer experiences based on customer needs and behaviors.

Our Solution

Prophet and DPC worked together to develop a proprietary qualitative and quantitative research methodology focused on uncovering customers' priorities, product usage behaviors, and well-defined characteristics for each customer segment. DPC used a similar model to collect research across multiple customer sets and geographies around the globe. Prophet helped DPC develop segment-specific value propositions, redefine their offerings, and determine how to deliver the ideal customer experience for each segment.

Results

DPC is now equipped with a much deeper understanding of which segments are most valuable and has shifted its focus to address these customers' needs. This work resulted in the reprioritization of several initiatives and business practices across the firm to help DPC maximize revenues across its most valuable customer segments. This initiative has been a catalyst for several broader organizational changes, which will help it move to the next stage of redefining DPC's overall brand strategy.