Please note this website requires cookies in order to function correctly, they do not store any information about you personally.

For more information please see our privacy policy. Learn more

I understand

 Chemical companies need to work on collaborative marketing strategies, says Natalia McDonagh, Head of Strategic Marketing of Surfachem Group.

There is an increased pressure within the chemical distribution industry for a new approach to strategic marketing to meet the needs of partners across the supply chain. The concept of marketing for business development is expanding, moving away from single product or range promotion on a tactical level.


Chemical industry players require professional multi-channel marketing for strong customer and supplier loyalty and profitability. As more of them create partnerships with other similar businesses across their regions, creating strategic alliances such as Omni-Chem 136, a focus on growth via collaboration on innovation and the flexibility of business partners is seen as invaluable.

Partnerships between suppliers and buyers via co-operation in R&D, cross-organisational logistics management and joint software in the distribution process deliver much needed bespoke processes for competitive advantage. There is an unmistakable trend towards more innovative solutions across various operational levels, where more companies are co-operating with customers in R&D than in other B2B sectors. According to McKinsey, companies should aim to create transformative impact for their customers, as the value of long-term exchanges with trusted partners is increasingly recognised. This forms competition between strategic networks. Indeed, the distribution industry can be seen as a series of such networks.

The article has been published in July 2015 issue of Speciality Chemicals and is courtesy of the publication.

FileDescriptionFile size
Download this file (SCM_Jul15_Viewpoint.pdf)SCM_Jul15_Viewpoint.pdfBusiness development strategies187 kB

Our Values


Be the expert. We understand our customers and our market. We freely share this market knowledge with our customers and principals. We keep abreast of new thinking.



We hold ourselves and each other accountable. We take responsibility for what we do, and for each other. We don’t just push the boundaries of legislation. We consider sustainability for all.



Ourselves, our colleagues, our customers and our principals. We treat each other as equals. We share ideas and listen to other people’s points of view.



We think differently and creatively. We build on each others’ ideas and use our expertise to think about better ways of doing things for us, for our customers and for our principals.

Find us on Facebook
Follow us on Twitter
Find us on LinkedIn
Find us on Youtube