Caddify · Case study

Business Strategy & Brand Positioning for Caddify

ExtraDigital helped Caddify shape its positioning through manufacturer interviews, competitor research and strategic workshops.

Discuss your business strategy

Client: Caddify
Sector: Manufacturing technology
Services: Lead Generation Business Strategy

Overview

Caddify is a mobile app builder tailored to product manufacturers. In late 2019, ExtraDigital worked with its team to develop a positioning strategy for the new brand.

The relationship began at the B2B Marketing Expo in March 2019. Following further discussions, Caddify commissioned a series of consultation meetings and workshops at our Canterbury Innovation Centre office in Kent.

Brand positioning defines what sets a product apart and how customers understand its value. For Caddify, this meant connecting the platform’s capabilities with manufacturers’ needs.

The challenge

Caddify needed to establish where its mobile app builder belonged in the market and why manufacturers should choose it. The team was concerned that the product did not naturally fit an existing category.

Our task was to understand the buyers, identify the most valuable product benefits and assess whether a new category would give Caddify a clearer position.

The solution

Researching manufacturers and competitors

We reviewed Caddify’s offering and unique selling points, then compared them with its closest competitors and their positioning.

Interviews with professionals in product manufacturing businesses explored their use of mobile technology and digital maturity. We presented the Caddify offering and discussed how different parts of their businesses could use it, identifying the features they valued most.

Connecting product benefits with buyer needs

The research highlighted two priorities:

Industrial IoT: manufacturers were placing growing emphasis on connecting the physical and digital worlds. Most interviewees saw this as an important factor in adopting an app-based product.
Internal education: manufacturers needed accessible resources for salespeople and dealers. A mobile app could provide a shared point of reference to support these initiatives.

Caddify’s digital tools could serve both needs. We used these findings to match the issues manufacturers faced with the capabilities of the platform.

Testing the category strategy

In a second workshop, we examined the existing category landscape and weighed the advantages and disadvantages of creating a new category.

A new category offered an opportunity for Caddify to own a term and market space. The workshop also considered the time and effort needed to educate buyers about the category, the product and its place within it, alongside the risk of competitors entering the space and taking ownership.

The results

Through the research, meetings and workshops, ExtraDigital helped Caddify define its positioning strategy and a new category in which it intended to enter the market.

The work identified the product benefits manufacturers valued, connected them with buyer needs and gave the team a clearer basis for explaining Caddify’s offering.

What’s next

Launching a B2B product starts with understanding its buyers, the problem it solves and its place in the market. Talk to ExtraDigital about researching your audience and developing a positioning strategy.

Frequently asked questions

How do you research buyer needs for a manufacturing technology product?

Speak directly to the people who would use, recommend or buy the product. Explore their current processes, use of technology and unmet needs, then test which capabilities they find valuable. For Caddify, manufacturer interviews helped identify priorities around industrial IoT and resources for salespeople and dealers.

How can a B2B technology product stand out from competitors?

Compare the product’s capabilities and positioning with the alternatives buyers already know. Use customer research to identify meaningful differences, then connect those differences to the problems the product solves. The aim is a clear reason to choose it, rather than a longer list of features.

When should a B2B business consider creating a new category?

Consider a new category when existing labels do not help buyers understand the product’s value. Assess whether a new term would make the offering clearer, what audience education it would require and how competitors could respond. These were central questions in Caddify’s category workshop.