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Comanita B.,MarketChemica Inc.
Chimica Oggi/Chemistry Today | Year: 2014

Some of the best European marketing & sales professionals in the chemical industry met on October 22/23 in Frankfurt under the auspices of the 2nd European Sales & Marketing Effectiveness in Chemicals forum. Top executives from DSM, Solvay, Bayer, BASF, Evonik and many other global companies shared their marketing and sales insights in an effort to help the industry cope with the "commoditization" tsunami. The main message is best summed up by the title of the opening speech held by professor Niraj Dawar from Ivey School of Business: TILT. Indeed all the dominant industry players are "tilting" their centre of gravity towards uncovering customer needs, creating customer value, delivering value and of course capturing value. Mr. Mauricio Adade, Chief Marketing Officer Royal DSM concluded the workshop with the observation that the chemical industry must look beyond the industry and adapt the Business-to-Consumer marketing and sales practices to the Business-to-Business environment. The present article is the first in a series of articles covering this seminal event. It discusses the philosophy behind the Frankfurt thought-leadership forum and highlights its delivery structure centred on value discovery, value creation, value delivery and value capture. Future articles will zoom-in the content of the presentations that were grouped around these four marketing and sales topics. Source

Comanita B.,MarketChemica Inc.
Chimica Oggi | Year: 2011

A recent survey points to a lack of access to professional marketing resources within the small and medium size enterprises (SMEs) in the fine and speciality chemicals industry. Only 20-30 percent of the companies have access to internal or third party professional marketing support. The marketing function in SMEs generates critical business information such as market size and market share for various products. It helps companies differentiate their value proposition through elusive and yet valuable soft interactions with the customers. The SMEs that have a defined marketing function can also deliver efficient market communication programs. The availability of mission critical information for strategic decision and market communications programs are an infallible sign of better managed companies. Reciprocally, the lack thereof signals a serious internal weakness. Unfortunately the survey found that 70-80 percent of the SMEs did not have any dedicated marketing resource. These companies opt for a surrogate marketing embedded in the sales force. Without the marketing disciplined approach, sales will fail to deliver basic information for strategy definition, differentiate the market offering and provide relevant information to customers during sales calls. In conclusion, the study suggests that the very absence of defined marketing resources on the organizational chart of any SME raises the risk of investors and provides the executive with a first-aid treatment against slow sales growth problems. Source

Comanita B.,MarketChemica Inc. | Manley J.,ACS Green Chemistry Institute
Chimica Oggi/Chemistry Today | Year: 2012

Participation in the ACS Green Chemistry Institute Industry Roundtables provides an excellent opportunity for member companies to keep abreast with the latest developments in the complex stakeholders landscape of green chemistry and green engineering while informing and influencing the policy, regulatory and legislative outcomes. The structure of the Roundtables, mimicking the vertical structure of the chemical supply chains, provides member companies with unique non-competitive collaboration opportunities such as minimizing R&D costs, learning about the needs of downstream customers or adopting best industry practices in green chemistry. Source

Comanita B.,MarketChemica Inc. | Andrei D.S.,MarketChemica Inc.
Chimica Oggi/Chemistry Today | Year: 2012

The total value delivered to the customer is the sum of "what" is being delivered (the product itself) and "how" it's being delivered (collaboratively, reliably, on- time, post-purchase service etc.). Branding activities is shorthand for trust. As such, branding is part of "how" the value is delivered to the customer. Branding is a minor cost to the manufacturer but delivers significant value to the buyer. When it comes to branding, Western small and medium size companies (SMEs) should have an inherent competitive advantage over low cost manufacturers. By increasing the customer delivered value through branding, Western companies can partially compensate for their structural cost disadvantage embedded in the "what" component. The article describes a practical branding process for SMEs and explains why branding renders Western manufacturers more competitive in the global market place. © 2012 Teknoscienze Srl. Source

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