BACKGROUNDER

Dow Corning has implemented a new corporate strategy that introduces innovative, new choices for customers. The strategy empowers customers to choose exactly the services they need based on the lifecycles of their products.

The initiative has transformed the way services are offered to customers. It is the culmination of extensive research into customers’ varying needs, detailed segmentation based on product lifecycles, and a complete redesign of services.

The new solutions demonstrate a clear price/value relationship and provide exactly what customers want, so they pay only for the products and services they need. These changes are expected to provide a key point of differentiation for Dow Corning.

Dow Corning has invested more than $100 million in a SAP-based global information technology platform, in enhancing its e-business capabilities, and the redesign of dowcorning.com to support this choice-based strategy.

SAP-Based Global IT platform

To support the new choices for customers, Dow Corning has invested more than $100 million in a SAP-based global information technology platform. It ensures that employees can give customers immediate access to information they need anywhere in the world and facilitates the measurement, management and integration of virtually every aspect of the business.

Web Site Strategy

Dow Corning’s web site is being redesigned to give customers choices based on their needs. It allows them to use the web to the extent they wish for their business needs. While some use the web almost exclusively, others prefer to work with web enabled customer-facing staff who can respond quickly by leveraging web tools. Customers can also work through distributors, which have full access to Dow Corning’s web tools.

Dow Corning is leveraging technology to increase service and tailor services to each customer’s preferences. The redesigned web site will be launched on April 1.

E-Commerce Services

In response to customers’ feedback, Dow Corning has created e-commerce capabilities designed to augment customer interactions. Understanding that customer needs vary, distinctive sets of tools have been implemented for each industry served.

Dow Corning Premier is the latest initiative in a series of e-business tools that are being introduced. It provides 24-hour, 7-day a week access to global experts via an “e-room” free of charge, as well as customized on-line solutions. In this way, employees have applied new technologies to develop smart solutions for customers that uniquely fit their needs.

Addressing Customers’ Needs

Dow Corning services have been tailored to customers’ needs throughout the life of their businesses. A range of services with products are offered, ranging from innovative solutions to proven, reliable solutions to cost-effective solutions.

Innovation-focused customers are committed to being first to the market with new applications and state-of-the-art products. Their products typically are in the early growth stage of their lifecycles. They seek advanced innovation and creation of technical or market positions that do not exist today. For them, Dow Corning provides innovative solutions based on cutting edge technologies and expertise in the commercialization process.

Many customers have products in the mainstream market and seek off-the-shelf offerings with proven performance and demonstrated use. They want an application that will come with lower cost of market participation and convenience. Typically, they are looking for optimal growth and convenient acquisition, use and disposal of materials. For them, Dow Corning offers proven performance in technology, manufacturing and supply chain.

Other customers have products in the mid-maturity stage of the lifecycle and have a goal to achieve maximum profit by reducing costs. They pursue efficiency and effectiveness in manufacturing. Products in this stage have lost their differentiation and are in markets that have few or no growth opportunities. For them, Dow Corning provides cost-effecti

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Dow Corning
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PO Box 994
Midland
MI 48686-0994
U.S.A.

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