How we accelerated the launch of dispersants in new coating markets

  • Case Study - Insight Solutions
  • Coatings Applications

The Challenge

Validate the market interest in architectural and industrial coatings

After developing a new high-performance dispersant for water-based coatings, a US producer wanted to target 2 markets: the architectural and industrial coatings. As those markets were complex and brand new for their company, they had no clue if there would be any interest in their product. If so, who would be the best profiles and companies to target and how should they market their product to convince new customers? Their main objectives were to:

Assess the market attractiveness and interest in architectural and industrial coatings
Identify the best value propositions to adopt versus the typical benchmarks
Determine the price acceptance for each segment
Understand the application needs, market trends and drivers to adopt this dispersant
Connect with companies willing to test the product and share technical feedback

SpecialChem Insight Solutions

6 months to test the market and identify the best value proposition

To collect direct market feedback in a short timeframe, we created and shared unbranded material concepts to our broad community via our digital channels. We encouraged professionals to share their feedback and interviewed the most interesting profiles to get a deeper technical and marketing understanding. By combining additional insight sources including bibliography, promotion performances and online behavior analysis, we provided all the knowledge required to enter the architectural and industrial coating markets.

The Benefits

  • Faster time-to-market: 2 years minimum
  • Very strong chance of commercial success
  • Faster and higher ROI
  • Intensive cost and resources savings to acquire that level of knowledge
  • Reliable partners with strong projects
  • Direct access to the broadest audience in the coating industry: 4 Million users and 500,000 profiled members in 2019
  • Complete market understanding of the coating markets
  • 100% unbranded exposure and unbiased feedback

The Results

Get clear recommendations to capture these new coating markets

The Insight Solutions project was a great success with a lot of deep and interesting learnings:

  • 13 validation partners were generated to test and identify technical weaknesses when used in real conditions: Sherwin Williams, PPG and small/medium sized companies
  • Clear value proposition canvas for both markets with the top systems, the pigments, the common competitive benchmarks and the best positioning to adopt
  • Recommended strategies to target each region based on the types of additives and their price acceptance
  • New unexpected market identified with a strong interest in the technology
  • Clear guidance on the dispersion line to develop as only one product won’t be enough to cover the main market needs and positioning to adopt
  • List of recommended next steps to efficiently enter those markets

Testimonial

“Without SpecialChem, we should have attended 3 to 4 trade shows spreadover 2 years to test the market interest” The client was thrilled with the learnings we provided as it exceeded their expectations. The meetings they had at the European Coating Show confirmed the priorities and recommended positionings. According to the project manager, “having the right actions in this short amount of time made us save time and even more energy”.

Do you want to validate your new chemical to ensure a successful launch?

We help you to identify the best product positioning and connect you with the right partners to uncover any performance gaps or unmet requirements to maximize your chances of commercial success.
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