Joe Soap’s Chemical Company

SWEET SMELLING CHEMICALS

GROUP

Request for
proposal

Background information :

The Speciality Chemicals Group of Joe Soap’s Chemical Company sells chemicals which are
speciality either because of their high purity, their composition or because of their properties (like
corrosiveness, toxicity etc.). The key markets we serve are the analytical market & the
pharmaceutical industry. In the analytical market, the chemicals are used to perform analyses for
process control & quality assurance. In the pharmaceutical industry the chemicals are used as
reagents in chemical reactions. The analytical customers can be found in the petrochemical,
pharmaceutical, other chemical industries, universities, private and public laboratories. We sell
direct via our own sales engineers (internal & external).

Joe Soap’s Chemical Company has previously segmented the market by SIC code/usage. For
example we have done specific marketing towards the laboratory market. However Joe Soap’s
Chemical Company has not yet researched the different drivers for market segments.

Objectives :

1. To segment customers based upon the key criteria on which they buy speciality chemicals.
Previous work indicates the four main drivers are : Price, Quality of product, Service (sales,
administration, training, support etc.) and Image. However it must not be assumed these are
the only factors. It is also essential to understand what ‘quality’ and ‘service’ means to the
customer.
2. To understand why a particular driver is the most important for certain customers and what
factors (environmental, company specific, economic situation, personnel) would change the
relative importance of the factors.
3. To understand the role of buyer versus ‘operating manager’, and whether they have different
drivers.

Decisions to be made :

To develop the perfect offering for each identified group of customers and to position it using the
best way of communication for each group of customers.

Scope & parameters :

Initially we wish to carry out the research in one country (possibly The Netherlands where we have
a customer base of approximately 500) If the results provide a clear segmentation then we would
carry out the research in at least one other country.

Our previous experience is that customers initial views on Spec Chemicals purchase criteria may
be superficial & of limited value. It is therefore possible that we may wish to put specific
propositions to the customers to understand which are more valuable.

Confidentiality :

It is imperative that the information either shared by Joe Soap’s Chemicals or gathered on behalf
of Joe Soap’s Chemicals during this project remain in the strictest confidence of the research
supplier. Also, any documents that Joe Soap’s Chemicals furnishes the consultant be returned to
Joe Soap’s Chemicals at the completion of the project.

1
Description and project design :

We would rely on you to make a suggestion to what the best methodology would be to get the
responses we are looking for. But very important to us is that the recommendations coming out of
such a research project should be clear and manageable.

Deliverables :

We would be looking for a report containing the details of the responses per customer contacted
as well as recommendations on how to segment the market as per objectives.

Joe Soap’s Chemicals / Consultant Interaction :

To be identified after initial proposal.

Personnel qualifications :

In case of interviews personnel should consist of native Dutch speakers.

Budget :

$15.000

Project timetable :

Request for proposal distributed :

Proposals due to Joe Soap’s Chemicals :
Consultant selected :
Kick-off meeting :
Mid term meeting :
Dry run of final presentation :
Final presentation to business team :
Delivery of hard copy of final report and/or presentation :

Proposal review :

The proposals will be reviewed by Joe Soap’s Chemicals marketing team. Major emphasis will be
placed on design/methodology and the ability of the proposed approach to answer the objectives
set earlier in this document, plus industry knowledge, familiarity with the specific product/market
area, and a demonstrated understanding of our information needs, in addition to the proposed
cost. This request for a proposal should not be considered a commitment from Joe Soap’s
Chemicals to award the project to the consultant.

All proposals and inquiries should be addressed to :

Joe Soap’s Chemicals N.V./S.A.

Mrs. Whita van White
Belgium
tel. 00.32.71.766.144
fax. 00.32.71.766.090
An e-mailed proposal is preferred. E-mails should be sent to whita.vanwhite@joesoaps.com

Kind regards,

Whita van White