Marketing Plan for Kathon MWX :: Business Marketing Case Study Essays, solution

Marketing Plan for Kathon MWX 1. EXECUTIVE SUMMARYRohm & Haas is a diversified chemicals company. Its industrial chemicals division manufactures maintenance biocide harvest-feasts to the metal working industry. The company enjoys a anicteric 30% foodstuff share with its Kathon 886 MW in the Central Systems surgical incision. Rohm & Haas has recently launched Kathon MWX to designate 150,000 customers in the Individual systems constituent where the market for biocides is underdeveloped and has small competition. A large part of the customers use substitute products such as deodorants and bleaches with little effect on microorganisms. The company estimates the market size for the individual share to be at $20 billion and aims to hand $0.2 Million taxations from this segment in the first year. Despite a superior product, the sales of Kathon MWX reached a meager 6 % of the annual plan in first quint months. Rohm and Haas wishes to re-evaluate its strategy in order to tap th is huge segment to significantly increase sales volume and market share of Kathon MWX.Rohm and Haas plans to enhance its assignation for diffusion and merchandise spend of the Kathon MWX. This would result in additional revenue of 0.1 million.This target would be achieved by a combination of a revamped distribution network for Kathon MWX, focused promotion campaign and sampling.2. PROBLEM STATEMENT john Rohm & Haas increase its market share and revenues in the maintenance biocide market with its received product line? The sales of Kathon MWX have barely touched 6% of the annual targeted sales for 1984. Is this the right product to target the Individual Systems segment? Can the current marketing strategy for this product help achieve the company?s objectives in the long run? 3. SITUATION compendium3.1. Context The product sales of the company?s newly launched product Kathon MWX are well below the target set in the marketing plan for 1984. Despite its superior quality, the consumers have shown little inclination to relieve this product. 3.2. CompanyRohm and Haas is a strong player in the maintenance biocide market for Central systems. The product Kathon 886 MW has a 30% share of the 18 million market. The company enjoys 70-80% market share in the non-ferrous metals segment and about 20% share in the ferrous metals market.The company has launched its new product Kathon MWX, a biocide targeted at Individual systems consumers.