Accelerating Product Launch of a new Resin in Coatings

Our Client, a leading chemical manufacturer, developed a new specialty resin for Coatings and Adhesives applications. The product is technically differentiated and should fullfill coatings and adhesives formulators unmet needs. But, on these markets, our Client is perceived as a commodity supplierwith limited technical support capabilities. On top of this, the related business unit has limited sales and marketing resources and reach, which limits its ability to launch this new product efficiently.