Marketing and brand management are very important to DSM in the context of the heightened focus on market-driven growth and innovation as well as its aim of increasing the specialty portion of its portfolio. It is vital to know what the customer wants and needs. In 2007 the focus was on continuing the value-based-pricing activities and further improving the e-business capabilities of our businesses.

As a next key area, DSM started the implementation of its program to improve the commercialization capabilities of its organization with regard to innovations. These activities are discussed separately below.

In 2005 DSM launched a program to support the business groups in improving their marketing and sales capabilities with a focus on value-based pricing, stronger market orientation and the concept to differentiate the steering of markets and customers. Value-based pricing is about getting a price for a product that reflects the value DSM creates for its customers and end-users.

DSM’s continued investments in an advanced and robust e-business architecture and infrastructure enable the company to increasingly conduct business with key customers and suppliers in a smooth way.

The expected growth in e-logistics in Europe has been realized and now the majority of deliveries via road are steered via e-business. More than 100,000 messages are shared with our logistic providers on an annual basis. An increase in the use of this capability is foreseen in the United States.

DSM is connected to more than 500 business partners via ERP connections. In 2007 over 5,000 customers placed orders via the web shop, with an accumulated total of above 42,000 orders last year.

The objective for the coming years is to further professionalize the prospect-to-order process with the aid of e-business tools.

DSM continues to develop global e-marketing tools and a customer information management program. This enables us to combine our increased marketing efforts with the latest e-business possibilities.

DSM has an internal consulting team specialized in accelerating the commercialization of innovations. The scope of the initiative is to strengthen, optimize and accelerate new product launches. Also, the aim is to develop strategies to shorten time-to-market and create innovative business models.

Dedicated marketing professionals have been assigned to coach project teams of innovation projects in all clusters. In 2007 this resulted in a number of accelerated product launches.