Most often, we are approached by two types of companies to develop a marketing strategy:
🔹 Startups that are just entering the market. The idea may seem promising, but does the market confirm it? Do the assumptions of the founders really meet the real needs of the audience? A marketing strategy allows you not only to test hypotheses but also to assess risks before you start, so you don’t waste resources on a business that won’t pay off.
🔹 Companies at the scaling stage, regardless of the presence of a marketer. A marketing strategy is not just a collection of research, but in-depth analytics and the work of a team of experts. It provides an objective picture of where the business is now, what opportunities should be used, and what steps will lead to results. We not only provide conclusions, but also offer clear development vectors and a step-by-step action plan.
With a strategy, businesses make informed decisions and move forward with confidence.
In this case study, we will tell the story of DSB-AMBER. This is a start-up that came to us with an ambitious idea to enter the US market with unique decorative amber products.
| How long did it take to develop the strategy? | 80 hours, 4 working weeks |
| What is the composition of the marketing strategy development team? | Head of Marketing Team, Head of Content Team, project manager, operational marketer, content marketer, SMM marketer, head of PPC, Facebook PPC. |
| How was the result of the work used? | Self-implementation by the team on the client side |
So how did it go?
1. Meet: a new level of luxury in the interior
The interior design market is developing dynamically, and the ever-increasing competition is driving designers and architects to look for more and more unique and exclusive materials. When we were approached by the DSB-AMBER startup, we learned about the founders’ ambitious goal: to bring unique amber decorative products to the US market, where this material is more associated with jewellery than with premium interior design.
The main idea of the startup is to sell decorative elements made of amber, such as tables, mirrors, jewellery boxes, panels and large-format slabs. However, DSB-AMBER also plans to provide an additional service of integrating individual products into the interior to help customers use the unique material properly. The client receives not only unique products, but also health benefits, because amber releases useful microelements — iodine, copper, succinic acid, etc., which adds even more value to the interior.
Despite the interest in new materials, amber in the field of interior design is something completely new for the American market. That’s why the startup faced challenges:
- Unfamiliar material — American consumers are not used to perceiving amber as a finishing material.
- Lack of competitors — a question arose: Will this product really be in demand?
- Demand for installation — when introducing amber slabs, there is likely to be a need for installation as the market is not yet experienced with this material.
- High price — a premium product required a carefully thought-out marketing strategy and communication of its value.
“We know that amber is a luxury product, but will it find a buyer among American designers and property owners?” — the founders of the startup were looking for answers to assess the potential demand and prospects for launching a business selling amber products.
We were also interested in this question. To get accurate answers, we started with an interview and briefing of the client: we asked them in detail about the specifics of production, the uniqueness of the material and the vision of the future brand; we determined which hypotheses needed to be tested to understand the true needs of the market.
Once we understood how we could help, we created a commercial proposal, which included the cost and a detailed description of each area of work. In addition, we showed depersonalised examples of work with other projects — all in order to synchronise expectations of cooperation and results.
Having synchronised, our team moved on to the next stage.
2. Opening up a new market: what we have learnt about amber in the US
We started with a detailed study of the American premium interior design market. It turned out that Americans appreciate natural materials: marble, granite, and onyx. But amber? It simply did not exist in the category of finishing solutions.
Exploring the possibilities of amber entering the premium segment of interior design, we turned our attention to a related market — natural stone. Its popularity in the US is constantly growing, and the main players here are:
📌 Marble — the main premium material.
📌Limestone is an economical and environmentally friendly option.
📌Onyx — used in exclusive projects, but has an unstable demand.
One of the biggest challenges is pricing. We compared the prices of materials:
Material
Average price (for a slab 280×180 cm)
| Marble | $4 916 — $8 000 |
| Onyx | $1 500 — $8 000 |
| Amber | $15 000 — $25 000 |
The difference was significant, which meant that amber needed a special positioning. In addition, there were no competitors in the market, which opened up opportunities but also required the creation of a new category from scratch.
After analysing the market, we came to the conclusion that natural stones are in stable demand in the US, but marble remains the leader in the premium segment. China, the UAE, Turkey and European countries remain the main consumers of amber, while in the US it is valued mainly as a jewellery or collectible stone.
Demand for marble has been consistently high for 5 years:
It is interesting that American designers are actively using amber in their projects, but the material itself is replaced by other elements, such as Murano glass or decorative panels. This indicates a potential interest, but at the same time emphasises that it still needs to be transformed into real demand. Thus, the entry of amber into the US market will require not just marketing promotion, but the creation of a category from scratch and the formation of a new perception of this material in interiors.
This is just a small fragment of the initial stage of the research. Market analysis goes far beyond the basic indicators — we dive deeper, study real data and look for facts, not confirmation of common assumptions or stereotypes.
To enter a new market, it’s not enough to just offer a good product. You need to clearly analyse your competitors: what standards the leaders dictate and how to make your offer unique.
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3. Competitors in a niche where demand has not been formed yet
To analyse competitors, we usually structure the data in a convenient format along with screenshots, which makes it easy to compare the strengths and weaknesses of each market player. That’s why we deepen our analysis of competitors by examining their websites, social media, and features that help them attract customers.
We studied three global companies that dominate the natural stone market — Southland Stone USA, Fiorantina Stone and TINO. They operate in the premium segment, offering marble, granite, onyx and other types of natural stone.
In conclusion, it was noted that the natural stone market operates according to clear rules, and in order to introduce amber, it is necessary to:
Natural stone market➡️
For amber
| They have showrooms and provide customers with physical product samples. | Be present on specialised platforms. Actively use platforms where designers and architects look for materials for their projects |
| None of the companies sells directly through the website — all orders are made only through a manager. | Premium stone requires personal support and detailed advice from specialists. |
| Strong service as part of the sale — the top players do not just sell materials, but also provide installation, quality control and even comprehensive turnkey design solutions. | Provide related services, such as expert selection, installation and advice, so that customers understand how to work with the new material. |
The next important step for DSB-AMBER was lead generation — the process of finding and attracting potential customers.
4. How do you find a customer if they don’t know about the product yet?
It is important not only to get people interested, but also to guide them through the process of getting to know each other and making a purchase decision. Creating demand is not the same as just running a direct advert to sell a product.
In the case of amber, we understood that no one is looking for amber slabs for the interior, although the premium design audience opens up opportunities for new solutions.
We analysed the possibilities in detail, investigated the risks and feasibility of Google and Meta advertising. We created a specific promotion plan with references for creatives (more than 30 types) and a media plan:
To effectively create demand, it is important not only to find an audience, but also to understand what influences their choice. Therefore, the key task was to create a desire to use amber.
5. Choice factors — a unique Solve Marketing approach
Working with the choice factors framework makes it possible to clearly understand what exactly influences a customer’s decision: why they choose a particular product, what arguments they trust, what motivates them to make a purchase or come back again. How it works:
- We analyse all possible choice factors — from the first encounter with a product to a repeat purchase.
- We determine which of them are most important for potential customers in a particular niche.
- We show how to apply it in business.
- This method helps to define messages for social media, create a strategic backlog — a clear plan for communication and promotion — and understand the points of interaction.
- For amber products, we have compiled a list of more than 150 choice factors and identified which choice factors help create demand for this product.
A part of the formed choice factors:
After detailed research, we realised that amber has every chance of becoming a new luxury item. For this purpose, we have developed a two-stage marketing strategy:
1. Test the market and assess demand
Before building a large-scale distribution, we need to understand whether amber will be of interest to buyers. That’s why we suggested testing individual products on Etsy, Amazon, and 1stDibs marketplaces, which will allow us to assess the reaction to the products and their potential in the B2C segment, as well as to contact architects and designers working in the premium segment.
The goal is to get the first real feedback and understand what questions and objections customers have.
2. Create a brand
If the testing shows interest in amber products, the next step is to scale up by building a brand. Here, the key tools will be a product catalogue, project portfolio, and presentations for designers. You can build trust in the new material through social media, partnerships with famous designers, and participation in exhibitions. It is imperative to position products as a premium product that has unique properties and advantages over competitors.
After focusing on the stages, we have described each of them in more detail in a table format. This is just the beginning of the visualisation:
A promotion strategy in the high-price segment is usually not about selling here and now, but about creating a unique positioning that will gradually bring amber into premium interiors in the United States.
After developing the marketing strategy, we made a detailed presentation of the work to the client’s team for further implementation and sales.
This story proved that even the most complex product can be brought to a new market if you plan every step of development in detail and stick to the plan. Now, amber in the US market can become more than just a stone for jewellery — it can become a symbol of uniqueness and luxury in the interior.
If your business wants to enter a new market and create a category from scratch, contact Solve Marketing. We will help you find the best marketing strategy for you!
