In 2008, Integron executed a customer survey for DSM Elastomers. DSM Elastomers has put a lot of effort in building a very strong brand 'Keltan'. Keltan is used in the automotive and construction industry as a high quality ethylene-propylene based rubber. The brand is positioned with a number of attributes, like high product quality, high service level and high security of supply. The objective of the survey was to get a true understanding of the extent in which the brand positioning has had its effect both on customers and with employees as well. We feel there is a strong relationship between the internal belief and internal perception of organistaional and brand image and the actual image and performance in the market. Integron engaged 20 in depth- phone interviews with the global sales teams. This seemes a very valuable part of the survey where individual knowlegde, perceptions and ideas have been used to build up the survey for the customers and also to learn and give feedback to the sales team as well.

Christian Widdershoven, Vice President Marketing & Sales DSM Elastomers: "The survey itself was executed by asking the customers to participate to an on-line questionnaire. We have included 800 customers from all over the world. In the survey the focus was on the added value of DSM Elastomers against competition and also the value in relation to price. Like in almost every industry, prices are rising because of high demand and higher prices of raw materials. To still add value and more than competition does, is a challenge DSM is more than capable of. The survey of Integron and their experience in many industries helps us to understand more and to define strategies to keep improving our value in the market."