Marketing and Innovation in Chemicals Issue 2


	Newsletter - May 2009 - Issue #2

The Top 10 New Product Launch Mistakes in Chemicals

Dear Sir, Madam,

Having worked with more than 100 different Client companies in the chemical industry on high value-adding Interactive Marketing Programs, the SpecialChem team has been involved in many product launches. Here are some of the most typical flaws, if not mistakes, we have been confronted with over the years. They are, of course, not systematic and not all applicable to all companies or all product lines, but we thought that they might inspire you. Our intention was to share with you a sort of check-list before undertaking a new launch.

Launching new products is often a moment of hope and excitement for an organization, mobilizing resources and attention from a large team. But it is also an investment that needs to be prepared well in advance. It may sound too obvious, but a new product launch primarily marks the end of the product development phase. It is in this time period that most future failures or the brightest successes see the day ...

> Read the article <

Christophe Cabarry
Founder and CEO - SpecialChem
http://www.specialchem.com

Not more, but different: Blue Ocean Strategy

What truly successful new products will your business launch in the next 18 months? In a business environment where competitors are desperate not to lose an account or a percentage point to you, to copy any effective move you make or counter any advantage, which are the right new launches to make and how can you be sure they will be successful? Insead professors Chan Kim and Ren? Mauborgne believe the answer lies not in more actions to beat the competition but in competing differently. Their aim? To identify "blue oceans" where you make competition irrelevant and create value both for your business and for your customers - to focus on "value innovation" rather than technological innovation. But does Blue Ocean really apply in a B2B context? Is value innovation simply luck or intuition, or something we can all practice? How does it all apply to the chemical industry?

> Read the article <

Is the value of application development "under-rated"?

The realities of the product life cycle are true in the engineering plastics business too. Every new application that you commercialize will eventually be commoditized and come under price pressure as there will be cheaper alternatives. So it is important to maintain a strong Product Application & Innovation pipeline so that one stays ahead of the prospect of ending up with a commercial portfolio that is commoditised. So, in conclusion, Application & Product Development is a very important pillar in the engineering plastics business.

> Register on LinkedIn and join our group Marketing and Innovation <

PRICING FOR PROFIT

e-Training Course
by Phil Allen (GEMS)
Duration: 90 min / Price: 250€
May 20th, 2009
4 pm (CET)/10 am (EST)

Click here to sign-up now!

Where to meet us

You can meet Duane Priddy (Global Vice President) at our 2009 NPE Breakfast on June 24th, 2009 in Chicago (McCormick place)

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