Expanding Market Reach for Poly Aluminium Chloride (PAC) in Water Treatment in Indonesia

When our company was hired to strengthen client's position in the water treatment industry, we faced an exciting yet demanding challenge: to boost the adoption of our customer’s flagship chemical product, Poly Aluminium Chloride (PAC). As a team of chemical engineers with extensive experience in industrial water treatment and B2B marketing, we were tasked with leading the initiative — bridging the technical science of water purification with the business strategy of market expansion.

PAC is a high-performance coagulant widely used in municipal, industrial, and wastewater treatment plants. Its advantages — superior turbidity removal, low sludge generation, and high efficiency across variable pH ranges — make it a preferred choice over traditional alum-based coagulants. However, the market was competitive, and awareness among decision-makers was still fragmented. Sathi Consulting Asia’s (SCA) goal was clear: develop a compelling marketing and sales strategy that would position our PAC as the most trusted and cost-effective solution for water treatment operators in the region.

The first step was an in-depth market analysis. We examined market trends, pricing data, and end-user pain points across industrial sectors such as beverage production, palm oil refining, textiles, and municipal water treatment facilities. The findings were revealing — while many facilities were aware of PAC, they lacked understanding of its optimization potential and total cost-of-ownership benefits. Using this insight, I segmented the market into three key categories: municipal plants, industrial wastewater clients, and private engineering firms. Each segment required a different communication strategy and technical value proposition.

Next, we worked closely with the product development and technical team to refine our product documentation and performance data. We prepared case studies demonstrating how PAC reduced chemical consumption by up to 25%, improved clarity in treated water, and cut down sludge handling costs. These data-backed results became the foundation of our sales story.

On the marketing side, we designed and implemented a multi-channel campaign. We launched a series of technical webinars, digital advertisements, and trade show appearances highlighting real-world success cases. Our marketing materials were restructured to speak both to engineers (focusing on performance metrics and compatibility) and to purchasing managers (emphasizing cost savings and compliance with environmental standards). A strong brand narrative was developed — positioning our PAC not just as a product, but as a partner in sustainable water management.

Simultaneously, SCA built a data-driven sales pipeline. Through CRM integration and lead scoring, we identified and prioritized high-potential clients, particularly regional water utilities and manufacturing plants with heavy wastewater loads. We also trained the local sales team on technical selling — equipping them to confidently discuss dosing optimization, jar testing, and comparative advantages versus alum and ferric chloride.

The impact was both measurable and transformative. Within six months, our outreach generated over 40 qualified leads and secured eight new long-term supply contracts with major industrial clients. PAC sales volume increased by 35%, while brand recognition in the Southeast Asian water treatment market improved significantly. More importantly, our client satisfaction rates rose sharply, with treatment facilities reporting clearer water, reduced maintenance issues, and lower operational costs.

Beyond commercial results, the project fostered stronger internal collaboration between engineering, sales, and marketing divisions. The communication framework we established allowed product feedback from clients to directly inform R&D priorities — enabling faster innovation and continuous product improvement.

Looking back, the success of this initiative was driven by the combination of scientific credibility and strategic marketing. By translating complex chemical advantages into practical, economic benefits, we connected deeply with the market’s real needs. The project demonstrated that when technical expertise meets targeted communication, even the most specialized industrial product can achieve widespread adoption and measurable business growth.

Today, our PAC is trusted by numerous treatment facilities across the region, playing a crucial role in providing cleaner water and supporting sustainable industrial operations. This success story proves that with the right strategy, even a highly technical chemical solution can transform into a recognized brand — one that drives both environmental impact and commercial success.