Marketing Chemicals for J. G. AFFLECK A M E R I C A N C Y A N A M I D C O . , 30 ROCKEFELLER PLAZA. NEW YORK 20, N. Y ,
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L I T T L E less than two years ago American Cyanamid decided to offer to the civil engineering profession a chemical which had been developed to stabilize soil for certain specific applications. We gave the product a name-Stabilizer .4M-955 -and set out to see what markets could be developed for it. I n this article I have outlined some of the lessons which we have learned in the past two years with regard to the general problem of marketing chemicals for soil stabilization. This type development job is greatly different from t h e usual new- chemical marketing project. T h e general rules for new product development in t h e chemical industry are fairly well established on the basis of past experience: The new chemical is advertised, and samples are sent t o potential customers for evaluation by their research staffs. If their interest continues, they will eventually come back for larger quantities in order t h a t they may conduct field tests, and if these are satisfactory, the proiect is on its way. Routines for distributing samples, literature, technical advice and service, and even almost-routines for arriving a t prices for such new products can be established. It’s not a simple business, but it’s one we are accustomed to and one for which we have some useful guideposts. Marketing soil stabilizers is a different proposition, chiefly because the civil engineering profession is so entirely different from t h e chemical processing industry. If we sell a new antioxid a n t t o lubricating oil producers, for instance, their research laboratories will examine i t and test it on the road; then, if it is satisfactory, they will p u t i t into their regular line. If we sell a n intermediate t o a manufacturer of dyes, he will research i t and pilot plant it before purchasing in commercial quantities. If we sell a resin t o a plastics molder, less research work on the part of the customer is required, but mang tests are run by him, nevertheless. No matter how extensive are the research and technical service studies on the part of the supplier, the customer runs his own checks and controls, and the ultimate responsibility for the successful use of the new chemical lies with him. Not so with the construction industrv. The civil engineer does not usually have facilities for much research M-ork. Even if he does, his complete lack of chemical training is a great drawback. As far as field tests are concerned-look at the problems! It’s not like road testing a fleet of cars using oil treated with a new antioxidant or test marketing a new line of plastic dinnerware. Suppose a consulting engineer would like to recommend t h e use of Stabilizer AM-955 t o grout a seeping dam. HOW can he spend a quarter of a million dollars on chemicals for t h e job unless he can be positive t h a t i t will work? H e can, if he’s equipped for it, run tests on the particular soil to be treated. But there’s no way of field testing the product for such a use-the job itself is t h e only field test. Once i t has been used successfully t o
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grout a dam, other jobs of a similar nature will be much easier to sell. The problem is i n getting a start. This resistance t o gambling on the part of the civil engineer is completely understandable. If, in the chemical industry, we make a batch of chemicals t h a t doesn’t come up t o specification, we can always rework it; but if faulty grouting is used in the construction of a tunnel or levee, failure can be much more costly. What can a chemical company do to adapt itself t o these new and different problems i n order t h a t i t can successfully market a soil stabilizer? Let’s first consider research, If the product, like Stabilizer AM-955, is a nonviscous liquid t h a t can be pumped into soil as a grout, i t must undergo a chemical change in t h e soil. Chemical reactions are generally sensitive t o variables such as temperature, pH, and the influence of other chemicals t h a t may be present. T h e effect of these variables on the use of the stabilizer must be nailed down by t h e would-be supplier in his own laboratories. Ideally, a system should be developed which will work effectively in a wide variety of soils with a minimum changein formulation. This probably is not a n attainable goal since soils vary widely i n chemical composition and in pH, but i t is a goal well worth shooting for. We have been generally pleased to discover t h a t Stabilizer ART-955 is not greatly affected by minor changes i n soil chemicals, b u t we do find it necessary to recommend t h a t tests be run on samples of the soil t o be treated. Minor formulation changes are usually required t o ensure t h a t the chemical change will take place at just the right moment. The soil possesses a t least two other variables t h a t require study on t h e part of stabilizer suppliers. Soils vary greatly in permeability, and a grouting solution is of little value if i t cannot be injected into the site requiring treatment. T h e fact t h a t Stabilizer AM-955 solutions are no more viscous than water is helpful, since they can be pumped into any soil through which water can pass. On the other hand, some provisions must be made when treating gravels t o avoid loss of the stabilizer by too rapid permeation before i t sets. The would-be supplier must therefore be prepared to advise construction people on ways in which his product should be handled under a wide varietg of soil conditions. Another problem t h a t may arise involves the action of t h e stabilizer a t various soil-water contents. For example, we know t h a t Stabilizer AM-955 is absorbed out of its solution by dry soils, and poor stabilization results. We recommend t h a t its use be limited to soils t h a t are saturated or almost saturated with water. Although this condition is most common in actual field circumstances, i t may be necessary in some instances t o pump water into the soil before the stabilizer is applied.
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SOIL STABILIZATION I n order for t h e chemical supplier t o be able t o market soil stabilizers successfully, he must have in his organization a research laboratory t h a t is capable of coping with problems of this sort. H e also requires technicians skilled both in chemistry and in soil technology. This means an investment not only in chemical facilities b u t also in soil testing and analyzing equipment. And, most important, it means developing i n t h e technicians an intimate awareness-a close familiarity-with the soils problems encountered in the field. Now let us assume t h a t our chemical company has researched a new soil stabilizer t o t h e point where i t believes i t can be reasonably sure of success in t h e treatment of a wide range of soils under a variety of field conditions. Further, let’s assume t h a t t h e supplier can show t h a t t h e product may be handled i n e q u i p m e n t t h a t can easily be obtained by t h e customer-that is, problems such as corrosion or contamination by soluble iron are not serious enough t o eliminate use of t h e product. T h e supplier must also have studied thoroughly t h e toxicological properties of his stabilizer, particularly because t h e people who will handle the product are probably not accustomed t o handling toxic chemical. If toxicity is a real problem, as it unfortunately is with Stabilizer AM-955, special handling, labeling, and packaging methods should be developed. Certainly, t h e problem should be thoroughly discussed with the customer to make sure t h a t he is not going to risk the health of his men. We are assuming t h a t all these conditions have been met by the supplier. What is the next step in marketing the product? T h e time has come to define accurately the market t h a t is being sought and methods of capturing this market. Undoubtedly, the research work on the stabilizer would not have been done in the first place if there were not good reasons to believe that the product would be marketable. B u t when we are ready t o go outside our own company with the product, we want t o have a clear-cut idea of which way to turn, so we must define the market. Two interrelated questions must be answered: 1. I n what way does this product effect a chancre in the engineering properties of soil t h a t cannot be matched Zollar-fordollar b y more conventional methods? 2. I n what engineering problems would these changes be of importance?
We are able t o demonstrate t h a t Stabilizer AM-955 could be used to change the engineering properties of soil in two ways: 1. To render the soil impermeable t o water 2. T o achieve a modest increase in the shear strength of the soil
Furthermore, we could show t h a t this can often be done less expensively with Stabilizer AM-955 than by conventional methods, We can usually show a n economic advantage over treatments such as t h e use of sheet-piling or excavating the undesirable soil. I n many instances, there are no conventional methods for accomplishing these objectives: For example, we know of no other way of grouting a fine-grained soil-no other nonviscous liquid of this type has come t o our attention. Thus, we were able t o define our markets. T h e imperineabilization of soil is important in grouting dams and levees, foundations, tunnels, mine shafts, and around some excavations where November 1955
well-pointing may not be practical. The shear strength increase is of value in the excavation of ditches or tunnels through shifting sands. Our definition has excluded the use of this stabilizer as a surface treatment for the preparation of a load-bearing surface in the way t h a t calcium acrylate and aniline-furfural have been used. While it does not exclude treatment of soil surfaces t o render them impermeable-as Lauritzen ( 1 ) attests-we do feel t h a t the most suitable applications involve injection rather than surface treatment. Defining our objectives in this way can save us much nonproductive effort. Certainly, the likelihood of finding a chemical t h a t will solve all soil problems is prartically nil, so let’s t r y t o push our products only in the applications for which they appear to be ideally suited. The marketing problem then becomes one of locating potential customers who are willing t o try a n unconventional solution t o their problem. This can be very difficult: As I pointed out earlier, civil engineers tend t o resist gambling on new techniques until their utility has been demonstrated by successful applications on a large scale. If it were not for a few research-minded groups, the marketing task would certainly bog down at this point. There are a few laboratolies in the educational field which are extremely interested in soil stabilization. Although they are not equipped t o undertake field studies in most instances, they can be helpful in advising the chemical industry regarding potential customers for stabilizers. Furtheimore, they can frequently help in convincing contractors t o t r y the product. The name MIT, for example, has a certain magic associated with it in the minds of civil engineers. Various government agencies can also be of considerable helpparticularly in initiating field use of stabilizers. The Bureau of Yards and Docks of the Kavy, the Army Engineer Corps, the Bureau of Public Roads, the Department of Agriculture, and the Department of the Interior as well as other federal groups are actively interested in soil stabilization. Especially important, they are able t o t r y techniques that have not previously been proved in the field. For this reason, they represent good possibilities for demonstrating the practical utility of a new product. Eventually, however, i t nil1 be necessary t o tackle the p r i v a t e c o n s t r u c t i o n t r a d e . Fortunately, there are some in this business who are willing and able t o explore new methods. hmong these are the engin e e r i n g consultants, who generally are set up to do a t least a limited amount of research woik and who are, by the very nature of their work, s e a r c h i n g f o r n e w solutions to old problems. I n this group may be found those who have need for a product such as the one we are trying t o market. Frequently, they will be both ready and able t o t r y i t in the laboratory and in the field. These engineers should be cultivated immediately. There are others also-for example, specialists in various phases of soil engineering. We have been fortunate in finding organizations t h a t specialize in the particular applications we have defined as our target for Stabilizer AM-955. These people are not always easy t o reach: Undoubtedly, a good place t o make such contacts is at a meeting of a professional society t h a t attracts people interested in soils engineering. After research work is completed in the supplier’s laboratory and after sufficient field tests have been conducted b y federal or private organizations, the problems of sales are encountered. There is only one basic difference in methods of selling soil stabilizers and those ordinarily employed in selling other chemicals-the demand is likely t o be erratic. A customer may not
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ENGINEERING, DESIGN, AND EQUIPMENT have any requirements for a period of several months but then may need delivery, within a day or two, of substantial quantity. Because of the erratic timing of orders and the fact that a single job may require many tons of stabilizer, large inventories of the product are essential. Furthermore, we have adopted the practice of sending one of our technical staff to advise the customer \?-hen a shipment of stabilizer is delivered. His presence can be important to the successful use of the product until the customer has become thoroughly familiar with it. This is a customary technical service in the chemical industry. Actually, the only sharp difference in marketing soil chemicals is the need t o supply large quantities and a technical serviceman without advance notice. Special distribution channels will eventually be required for stabilizers since the number of potential customers is very large and scattered widely from a geographical standpoint. Thus, the development of soil stabilizers is, from start t o
finish, a difficult task. What is the goal that apparently justifies these efforts? We believe the markets for chemicals t h a t can modify the engineering properties of soil are extensive and practically unexplored. They represent virgin territory for chemical research and development and promise a sizable new outlet for chemicals. As I have tried t o point out, this research and development requires some modifications in the techniques t o which we in the chemical industry are accustomed. If we can be sufficiently aggressive and imaginative to adapt ourselves t o these new techniques, our efforts should be amply rewarded. Literature Cited (1) Lauritaen, C. W., IND. ENG.CHEU.,4 7 , 2245 (1955). R E C E I V Efor D review April 6, 1965.
ACCEPTEDJuly 19, 1955.
Civil Engineering Need for Soil Chemicals 7.WILLIAM L A M B E SOIL STAElLlZATlON LABORATORY. MASSACHUSETTS INSTITUTE O F T E C H N O L O G Y . CAMBRIDGE. MASS.
T h e article describes m a n y civil engineering problems for which chemicals t o alter oil pr perties are needed. While t h e m a x i m u m permissible price of soil additives varies f r o m less t h a n one cent a pound t o over $5.00 a pound, t h e most promising are those effective a t t r e a t m e n t levels of less t h a n 1% of t h e soil dry weight and costing less t h a n 10 cents a pound. T h e types of chemicals most promising and some of t h e development problems are discussed. W h i l e t h e prospects for soil additives are bright, m u c h work remains t o be done.
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R E C E N T years construction has become one of the largest industries in the United States; more striking than its growth is its change in nature. This increase in volume and change in character is most evident in the building of our transportation facilities, especially highways. The 10-year program, costing 101 billion dollars, proposed by President Eisenhower reflects the need of highway modernization and expansion for proper communication and commerce in the United States. The wheel loads t o which our roads and airfields are being subjected have increased a t a more alarming rate than have a n y number of vehicle passes. The main causes are the expansion of the heavy trucking industry and development of large commercial planes-maximum airplane wheel loads are now five times heavier than those of 10 years ago. The severe loading conditions require t h a t the most advanced methods of design and procedures of construction be employed. Accompanying the more severe design conditions is the rapidly dwindling supply of select construction and foundation soils. Granular soils used in pavement bases are already exhausted in many areas of the United States. Roads and airfields are being placed at sites which in past years would not have been considered because property damage costs involved in land takings have become the controlling factor in the selection of many highway locations, especially in metropolitan areas. All these factors-increased construction volume, more stringent design conditions, and growing shortages of select soilshave greatly extended and expanded the need and interest in I
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additives to alter soil properties. The alteration of soil behavior for engineering purposes, soil stabilization, has been furthered by two important things:
1. The significant progress made in delineating the chemical, structural, and physical nature of soils-soil technologyespecially those composed of fine-grained particles 2. The availability of many new chemicals Soil stabilization has marched from Edisonian experimentation t o a budding science. The increasing interest of the research-minded chemical producers and equipment manufacturers in soil stabilization is encouraging and should prove a n important contribution t o the science. Certainly those who make potential soil additives and machines t o incorporate them must take a major part in their development. For their own good these manufacturers should be prepared t o give considerable aid and advice t o the engineer who use3 their products. Much study in soil stabilization has been furthered by military interests. While the requirements of civil and military engineers are quite similar, there are many civil applications t h a t are of secondary military interest and have, therefore, received limited consideration in military sponsored projects. The construction industry and its engineers have not been as responsive t o new materials and techniques as the researcher and promoter would like. This conservatism arises from several factors.
I N D U S T R I A L A N D E N G I N E E R I N G CHEMISTRY
Vol. 47, No. 11
