As a company, we have always been focused on staying ahead of the curve, especially in terms of process efficiency, cost positions, innovation and new solutions. Marketing as an institutionalized discipline has not always had the same overall strategic focus or impact. That’s now going to change.
As part of an earlier initiative, we’ve completed over 50 individual projects in what we termed »Shape the value chain—not just understand it.« »Marketing Excellence«. We did this together with commercial teams across all Business Units. These projects have all been very successful. By most recent estimates, they’ve contributed a margin of more than CHF 12 million in 2017 alone, with an even stronger growth pipeline going forward.
The fact that we’ve since been overrun with requests for further projects shows that the Business Units are all eager to step up their game in marketing. But it also makes sense not to do this on a project-by-project basis. We need to anchor marketing capabilities in the Business Units to approach true customer-centricity and an ongoing dialog with customers and partners. Modern marketing is not about hyping up products only once they are ready to be launched—it’s about co-creating and shaping them.
To achieve this, we need redefined structures, highly skilled people, and clear responsibilities in place. Only then can we really understand the customer’s needs along the entire value chain, shape innovative solutions that address those needs, and capture the value created for profitable growth.
Join us
to think ahead.
Price Marketing
Read more and apply
Segment Marketing
Harald Dialer, Head of Clariant Excellence
On Marketing Excellence as competitive advantage
As a company, we have always been focused on staying ahead of the curve, especially in terms of process efficiency, cost positions, innovation and new solutions. Marketing as an institutionalized discipline has not always had the same overall strategic focus or impact. That’s now going to change.
As part of an earlier initiative, we’ve completed over 50 individual projects in what we termed »Marketing Excellence«. We did this together with commercial teams across all Business Units. These projects have all been very successful. By most recent estimates, they’ve contributed a margin of more than CHF 12 million in 2017 alone, with an even stronger growth pipeline going forward.
»Shape the value chain—not just understand it.«The fact that we’ve since been overrun with requests for further projects shows that the Business Units are all eager to step up their game in marketing. But it also makes sense not to do this on a project-by-project basis. We need to anchor marketing capabilities in the Business Units to approach true customer-centricity and an ongoing dialog with customers and partners. Modern marketing is not about hyping up products only once they are ready to be launched—it’s about co-creating and shaping them.
To achieve this, we need redefined structures, highly skilled people, and clear responsibilities in place. Only then can we really understand the customer’s needs along the entire value chain, shape innovative solutions that address those needs, and capture the value created for profitable growth.
Join us
to think ahead.
Price Marketing
Read more and apply
