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Newsletter - April 2010
- Issue #5
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Editorial - "Are
your chemicals of any value?"
To this provocative question, some might simply answer: "If you sell them, no doubt
you offer Value. No Value, No Sale!". Fair enough. But this answer might not be
sufficient when you are creating new products for example. You probably need to
ask yourself the question of what your new product will bring. To whom. And the
next question might be: "Is that really different from what others offer?". Value
creation and Differentiation are at the core of what marketers and innovators should
live and breathe...
In this edition of the SpecialChem newsletter on "Marketing & Innovation in the
Chemical industry", we are sharing an article that analyses the mechanics of value
creation in chemicals, while getting back to some common misconceptions one can
frequently encounter. It also explores the
practical relationships between
Value and Differentiation.
In addition, we interviewed one of our close relationship,
Gayle Tomkinson - Marketing Services
Director at Kraton Polymers LLC, to share her vision
on how to practically succeed in innovation through product differentiation.
It is completed by a very informative article from
Jonathan Goldhill - Senior Vice
President at Kline, on what to do to fight commoditization.
A challenge most managers in the industry are confronted to during a career.
Should you want to react or start discussions with peers, do not hesitate to join
our group named "Marketing & Innovation in chemicals" on
 .
Christophe Cabarry
CEO and founder - SpecialChem
http://www.specialchem.com/im
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"Hype". This is probably the best word that qualifies the concept of Value
today in the chemical industry, a sort of spice that is being put in many different
sauces: "Value proposition", "Value in use", "Value chain",
"Value selling", "Value pricing", "Customer Value management"...
Can a marketer or a business developer talk about its products without adding a
bit of Value here and there? To the point that you can wonder if Value is not a
useful word to hide the vacuity of some offerings or mask the lack of customer understanding.
Or is it just an attempt to preserve higher margins?
...
Differentiation is providing reasons for customers to buy from you, effectively
communicating what unique attributes can benefit the customer more than competitive
offerings. The range of unique attributes includes
...
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Copyright 2010 SpecialChem S.A., 100 rue Petit, Paris, France 75019.
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"With SpecialChem Commercial Acceleration Solutions, we've been able to validate the applications of our brand new bio-based PDO, and to find key validation partners. In less than 6 months."
Benjamin Gonzalez, CEO METEX
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