Business Model Focused on Customer Satisfaction
Targets and Achievements of Major Approaches
|Objective/Task||FY 2011 Goals||FY 2011 Results||Evaluation||FY 2012 Goals|
|Promote solutions businesses adapted to changes in social imperatives||・Plan and establish as specific business models selected solutions for business themes||Developed multiple selected themes as part of marketing activities. Some themes progressed as far as the business model proposal stage, and overall development is progressing smoothly.||★★||Creation of solutions businesses: select specific themes from within next-generation, growing fields and strive to improve customer satisfaction by creating appealing solutions businesses|
|・Take a comprehensive and multifaceted approach to promoting DIC's core technologies and Representative products to important customers in major high-demand industries; research customers’ needs and strengthen Relationships||Held numerous comprehensive technology exchanges with major electronics manufactures and achieved results in determination of customers’ needs||★★||Improve customer satisfaction levels by utilizing DIC
improvements tools consisting of product guidebooks, exhibitions and technology exchanges to achieve penetration and enhancement of the DIC brand
Customer Satisfaction Striven for by the DIC Group
The solution business striven for by the DIC Group is to combine multiple products and technologies and propose total solutions for customers’ concerns. We think we can enhance customer satisfaction for the DIC Group by developing this solution business. In addition, we also aim to establish a system that enables us to make quick responses to changes in market needs by activating marketing activities for each focus market.
Organizational Changes to Establish a Solution Business
DIC had employed the product-specific divisional system, so we were not able to sufficiently capture the needs of the market or overall society. In order to overcome such issues, we have completely discontinued the product-specific divisional system and have been making drastic organizational changes since. 2012. As a result, we have become a matrix type organization containing a sales organization covering each focus market and a product division that leads product strategies with global perspectives.
Since the sales organization now covers a wide range, we can now respond to customers’ concerns with integrated products and technologies rather than with individual products as we used to. In addition, we also think that we will be able to make proposals involving processes and equipment as necessary so that our customers will be able to fully utilize the integrated products and technologies.
Marketing Activities by DIC
The DIC Group also proactively promotes marketing activities based on company-wide perspectives. We make efforts in enhancing the DIC brand values through comprehensive introductory activities utilizing tools and opportunities, such as product guidebooks, technology exchanges, and external shows, etc.
On the other hand, we also focus on activities to anticipate the needs of the overall society, such as social requirements and market changes, etc. We select specific themes and consider turning them into businesses by comparing needs information gained through these activities and possibilities of the internal technologies. Through such activities, we not only “propose Color & Comfort by Chemistry” to respond to social requirements but also contribute to achieving a society with sustainable development.
We strive for comprehensive initiatives
DIC possesses products and technologies covering quite a large range, and it is a manufacturer with the potential to turn customers into DIC fans. I think the key to this is to make accurate proposals with speed for objects and matters that customers need and to try to solve issues together with them. In 2010, we held lectures every month by inviting customers from various demand industries as lecturers to discuss what customers in each industry strive for and what they expect from DIC. Now that we have organizations for each demand industry, customers’ industries and DIC organizations can integrate with each other.
Not only that DIC is starting to make proposals with depth, but customers are also starting to see the advantages in dealing with DIC. I think we will be able to further deepen proposals that sensitively capture industry trends in the future.
Advanced Technology Marketing Dept. Manager
Communications with Customers Strengthening Communication through Exhibitions
Communication with customers is important, whether in product development or sales. Through our exhibitions and other events, we are working to build more connections with potential customers to give them a deeper understanding of the DIC Group's products and lines of business.
In FY 2010 we set up our largest exhibition space ever at "Tokyo Pack 2010", the biggest packaging show in Asia. There we adopted an "Environment, Safety, and Color Expression" theme and presented DIC solutions to many potential customers. We also held private shows for individual customers in food packaging, canning and other segments, presenting DIC's elemental technologies and new products to people in a variety of industries. From February through March, 2011, we participated in the 4th International Photovoltaic Power Generation Expo and the 17th Architecture Building Exhibition 2011 where we offered DIC solutions to those in the photovoltaic power generation and architecture and housing industries.