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Rohm and Haas Case Study - Essay Example

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Rohm and Haas Case Study

Allowing direct sales promotion besides advertising and sponsorship marketing will help in reaching out both small-scale and large-scale industries. Cons: Utilizing various media for spreading awareness would be a costly affair. Motivating the existing metalworking formulators to sell this product as individual package would be highly challenging because of low profit margin for large-scale dealers and less budget for this project. Recommendations: The second alternative best suits the present situation for improving sales of Kathon MWX. Considering the 1982 Census of Wholesale Trade that listed 14327 industrial supply houses, which supplied products from larger formulators to majority of the ferrous metalworking industries, no better option for improving promotion of Kathon MWX can be found. These industrial supply houses sell products from large-scale formulators to various segments of metalworking industries; in the formulations, they use Kathon 886 MW as a concentrate and for maintenance rather than Kathon MWX. The domestic market comprises mainly of non-ferrous metalworking industries that produce aluminum sheet, foil, and cans in large scale. This segment is well aware of Kathon 886 MW. However, this segment would not require Kathon MWX to treat their tanks of more than 15,000 gallons. In such situation, introducing Kathon MWX to the 14,327 industrial supply houses would help in ensuring it reaches more number of customers because of their customer base. These channels of distributors will also be aware of the requirement of various industries for Kathon MWX and Kathon 886 MW. Considering that the industrial supply houses sell Kathon 886 MW as a part of formulation package from other formulators/distributors, and that Kathon 886 MW is the...
The paper proposed several alternatives that best suit the situation in Rohm and Haas for improving sales of Kathon MWX. Considering the 1982 Census of Wholesale Trade that listed 14327 industrial supply houses, which supplied products from larger formulators to majority of the ferrous metalworking industries, no better option for improving promotion of Kathon MWX can be found. These industrial supply houses sell products from large-scale formulators to various segments of metalworking industries; in the formulations, they use Kathon 886 MW as a concentrate and for maintenance rather than Kathon MWX. The domestic market comprises mainly of non-ferrous metalworking industries that produce aluminum sheet, foil, and cans in large scale. This segment is well aware of Kathon 886 MW. However, this segment would not require Kathon MWX to treat their tanks of more than 15,000 gallons. In such situation, introducing Kathon MWX to the 14,327 industrial supply houses would help in ensuring it reaches more number of customers because of their customer base. These channels of distributors will also be aware of the requirement of various industries for Kathon MWX and Kathon 886 MW. Considering that the industrial supply houses sell Kathon 886 MW as a part of formulation package from other formulators/distributors, and that Kathon 886 MW is the most preferred biocide, it would be easier to convince them to sell Kathon MWX. ...Show more

Summary

The report started with the problem statement that is sales of Kathon MWX have been extremely low although large market demand was identified for it. The paper stated the reason of this was inappropriate and poor promotion approach for this product…
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Rohm and Haas Case Study essay example
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