Chemicals

Articulating the Voice of Customer across the entire chemicals industry value chain

Principia is marketing consulting firm to the chemicals industry and allied industries like plastics and industrial minerals. We help our clients increase market share, grow revenues and improve margins through customized client engagements. We have the best view into the chemicals industry built from Voice of Customer and direct industry experience. We have worked with many of the leading participants in every product segment along the value chain in this industry sector.

Our industry knowledge and market access across the value chain enables us to reach the right point in the market and have a dialogue about what concerns them. This end to end coverage ensures that knowledge from the entire value chain is transferred to our clients for key decisions and effective market actions.

Raw Material Supplier

Principia helps companies in chemicals, plastics, and minerals to deliver value to a diverse range of end use markets. We access the right people formulating or designing products as well as those in sales and marketing to understand where value can be created along the value chain.

Suppliers of raw materials look to Principia to help identify direct opportunities to deliver value to their point of sale customers by better understanding their product and service needs. Focusing on lead users enables you to get a jump on where the market is headed beyond today's requirements.

Principia also brings the full market picture into focus for raw materials suppliers by going deeper into the supply chain to understand what OEMs and final product consumers are looking for. Working down the value chain can help suppliers formulate products for specific performance improvements.

Formulator

Formulators – like coatings manufacturers or polymer compounders – are looking to drive value through products and services offered not only to their point of sale customer, typically the processor or OEM directly, but also to influencers and consumers where their formulated or semi-fabricated products are incorporated into the final product.

Principia provides access to each part of the value chain, helping formulators address the needs of each audience.

Formulators need to understand how its products and services support each constituency and what can be done to deliver more value to each group while driving revenue, margin, and share.

Processor

As a key link to the OEM, processors – like injection molders and systems suppliers – will present and recommend raw materials or formulated polymers that they prefer to use. Therefore, this front line group becomes a key influence on sales success of raw material manufacturers and formulators.

Principia contacts 1000s of processors to help our clients understand why they use the products that they do, why they buy where they do, and what product and service improvements will swing their usage towards a particular supplier's product. This down channel knowledge is useful for raw material manufacturers and formulators to align their resources to meet the needs of the market.

Distributor

As a vital link in the chain, distributors add value for raw material manufacturers and formulators, as well as for their own organizations. Principia helps distributors optimize their line card, tailor their service model and understand customer needs in order to drive share gains and optimize margin. We also reach 100s of distributors each year to help raw material manufacturers and formulators ensure that they are the product of choice in their segment. Our intimate access to distribution allows us to understand what distributors want from their principals and which are measuring up.

Knowing which distributors are strongest in each segment is crucial for the distributors themselves as well as raw material manufacturers and formulators. Both supplier groups need to get placement within the channel and with the leaders in their segment. Principia helps raw material manufacturers and formulators and distributors understand which product and service features will drive market share benefiting both partners.

OEM

Original equipment manufacturers, including consumer products companies, are often the key specifiers of raw materials consumed by the formulator or processor. Principia helps its clients understand and break down the decision making and specification process. By ensuring that your current and developmental products are meeting OEM expectations, you can promote the right combination of product and service.

Principia helps you know how your product stacks up against must have performance like regulatory codes and nice to have features that OEMs prefer.

Consumer

Principia gathers Voice of Customer information from 1000s of interviews with consumers who are ultimately using products sourced from a wide range of chemical and allied products every year. This knowledge is invaluable to understand the ultimate users' perspectives on final products made from chemicals, plastics and other products. Property owners play a strong role in product acceptance and use, and therefore are pivotal in determining your growth trajectory.

Principia delivers value to its clients by synthesizing consumer attitudes and usage and translating them into actions.