The Dow Chemical Company’s Propylene Glycol (PG) business segment has been at the global forefront for decades. With the world’s largest production capacity, Dow’s PG offering is found in a variety of industrial markets. PG is recognized by both the U.S. Pharmacopeia as a pharmaceutical excipient and the U.S. Food and Drug Administration (FDA) as Generally Recognized As Safe (GRAS).
In 2010, Dow gave Daydream the task of further investigating the applications for PG within a specific North American industry. Daydream was asked to develop a further understanding of the value chain of the industry, the driving forces behind manufacturers’ choices, and the certifications manufacturers expect from their suppliers. Dow also asked Daydream to identify manufacturers within the industry with the propensity to purchase Dow’s PG.
In three months time, Daydream was able to generate a nice pipeline of leads using PG (including identifying the correct interlocutor for sales) by targeting two separate groups within the value chain of the industry and develop an understanding of the various PG applications within the industry.
Daydream’s approach (market study, development of a phone questionnaire, creation of prospective customer database, prospecting, following up, etc.) allowed a large quantity of information to be obtained and properly reported to Dow in a timely fashion.
The outstanding response from the PG team has enabled Daydream to continue to develop relations with Dow, with new and exciting collaborations on the horizon.
Key words: Dow Chemical, Propylene Glycol, New Business Development, USA
