AGP Support: Growth Strategy, Market Research, Competitor Benchmarking
Industry: Chemicals
Industry: Chemicals
Sustainability Value Proposition
Client
The client is a Fortune 500 polymer manufacturer focused on developing low-carbon products to meet sustainability targets.
Situation
The client had invested heavily in R&D and supply chain development to launch a new low-carbon polymer. However, despite these efforts, the sales team was struggling to sell the product because of its higher cost and the lack of additional functionality compared to traditional products. The client needed to understand how customers quantify the value of sustainability and wanted to equip its sales team with tools to communicate this value more effectively.
Approach
Asia Growth Partners worked with the client’s marketing team and an external sustainability expert to analyze and communicate the value proposition of the new low-carbon polymer.
- Interview sales and marketing personnel to understand internal challenges in selling the product.
- Interview customer decision-makers to identify their buying processes and how they value low-carbon versus traditional products.
- Conduct a survey of 1,800 end consumers to gather additional insights into sustainability preferences.
- Update sales materials through an iterative process, incorporating data from internal and external interviews.
Results
- Interviewed 9 internal sales and marketing stakeholders and 15 customer decision-makers, providing valuable insights into the sales process.
- Conducted a consumer survey of 1,800 respondents from North America and Europe, revealing critical customer preferences.
- Updated sales decks were created with compelling sustainability data, improving the team’s ability to communicate the product's value proposition.
