Mga For Growth

A value proposition simply means what the customer gets for what the customer pays. For the successful value proposition of MGA, Dow should think about relative performance and price. First Dow should differentiate their offering compared with other companies, for example differently from Pyurco Chemical Company; Dow can guarantee fast delivery, variability of production size and great customer service. Second Dow can offer lower costs than Pyurco because of the economies of scale of Dow, if Dow really focuses on lowering price against Pyurco, Pyurco will be in deep trouble in their financial situation.

Positioning simply means the process by which marketers try to create an image or identity in the minds of their target market for its product. For the successful positioning of MGA, Dow should follow the following steps. First define the target market, their target market is formulators. Second identify the attributes that define the product. Third collect the information about customersÐ'ÐŽÐ'Ї perceptions regarding the product, this step is really important in positioning because it can tell the current image of the product. Fourth determine the productÐ'ÐŽÐ'Їs current location; the market industry of MGA is highly concentrated especially by Pyurco and this is the first time for introduction of DowÐ'ÐŽÐ'Їs MGA product. Fifth determine the ideal combination of attributes; these can be purity, consistency, bulk delivery, support and service and supplier consolidation. Sixth examine the fit between the position of MGA and the position of the ideal combination of attributes. Throughout these steps, DowÐ'ÐŽÐ'Їs MGA can be positioned successfully.

Branding simply means the process to decide brand name, design or symbol. Currently Dow has three options for branding; generic naming, umbrella branding and product-specific branding. Among these options the umbrella branding will be the best option for Dow because generic naming does not give the specialty which is needed by the value proposition, product-specific branding is not only expensive but also may be complicated to customers, however umbrella branding gives customers trust by Dow company name, customers will be familiar to this brand name because they already have been familiar with Dow company.

Promotion requires four steps according to the AIDA process. For awareness, absolutely a magazine advertisement is the most effective because current and potential customers will keep looking the magazine regarding their industry to find new useful information. Thus a magazine advertisement is

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