When thinking about building materials and product and brand specification, we generally focus on architects and/ or engineers. It is not usual that architects and engineers work for a main contractor. However, the increasing number of design-build contracts and developer contractors, the type of contractors who are appointed to develop and carry out the full project cycle, enables a more integrated value chain. This becomes apparent in the H2 2020 report of USP Marketing Consultancy’s European Contractor Monitor.
Developer contractors work more with design-build contracts
Contractors see themselves as most influential in product and brand choice. Overall, more than 50% of the contractors have a say in the design process, and more than 80% have the power to influence product or brand specifications. The increasing number of developer contractors enables a more integrated value chain which empowers the contractor even more in the decision-making process.
Developer contractors are more likely to organise different services of a project within their organisation (e.g. architectural, engineering) and work with design-build contracts rather than with traditional contracts. Consequently, developer contractors are more influential, especially in the design process but also in material and brand choice, than non-developers.
The Marketing to Contractors & Housebuilders feature (which is sponsored by South East Construction Expo) in the Sectors section of our Directory provides an overview of the sector, including
details of its various media channels and events, together with access to our downloadable database of those with responsibility for procurement at key firms.
USP Marketing says that developer contractors are indeed more influential in the final decision making than non-developers. They have in fact greater influence in all parts of the process. But mostly they are end-decision makers in brand and product choice. Non-developers are more often co-decision maker in these phases.
Knowing the DMU is the key to success
Overall trends, like a more integrated value chain structure and increasing amounts of design-build contracts, cause the DMU of the construction sector to evolve. In order to optimise effectiveness of marketing strategies, manufacturers need to keep up to date with how these trends affect the role of the key stakeholders in the construction process to be sure to target the right people.
For more information on trends affecting the DMU in the construction sector, click here for further information on the USP Marketing European Contractor Monitor.
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