Industrial Chemical Inc.

- Pigment Division
Group 6 Chetan Dawada ( 12P077) Gireesh Babu ( 12P084) Mohit Batra (12P086) Nikhil Gupta (12P087) Pankaj Singla(12P089)

Introduction
WP-88:
Introduced 3 years back; One of the biggest success stories Dominated high performance white pigment market in US Annual sales increased from $30mn to $200mn + of the division in 4 years

Linda:
Division VP of Marketing Sees opportunity to influence the direction, the company would take over in coming years Planned a new approach and discusses with Hugh

Hugh:
VP of R&D Would like to focus more R&D rather than Lindas new approach

Terry Lamb:
VP of Sales Feels the impact of sales directly, if growth tumbles Doesnt agree with the implementation of technical service, as more concerned towards rising costs and customers apprehension of increasing prices

CURRENT SCENARIO: Company sales are expected to flatten out Sales growth may reduce from 60% to 20% European market yet to be explored; US market about to be saturated Linda believes the potential of WP-88 can be explored better CHALLENGES: Maintaining the sales growth Customers concern over rising prices Extending the PLC of WP-88

Views to counter Challenges

Linda:
Provide services to the customer through technical field force Collaborate with customers to find new applications

Hugh:
R&D is the solution for company to grow continuously Views technical field force as waste of resources

Terry:
Increase sales force and cash in on new accounts Reduce prices as customers are price conscious Differs from Lindas view

Recommendations
Divide the market into experienced and inexperienced customers For paints and dyes markets in U.S.A. :
Develop technical field force Emphasize on new applications support Benefits:
Will shift focus of customer from price Slow the movement of product to the category of commodity Will help in increasing the market size

For Europe and application in ink industry:

Develop both sales and technical field force Emphasize on distribution, customer education and after market services Benefits:
Will justify the premium charged Will be able to cash in on new accounts Will help in building relationship with customer

Thank You