Rohm & Haas Kwx Marketing Strategy

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Problem Statement The new maintenance biocide, Katham MWX is not meeting expected introductory sales levels. How will Rohm & Haas build product awareness to an entirely different group of customers? Marketing Strategy Segmentation: The segmentation for Katham MWX should be on the basis of tank size, which in most cases are Stand-Alone Systems: Only two out of the seven competitors have a product for this segment. Target Market: From a distribution point, the company needs to target industrial machine tool shops as the majority of KWX customers would by from 1 of 14,327 industrial supply shops or 1 of 3,654 machine tool shops in the U.S. The combined sales from these markets amount to a staggering 48.7 Billion. From the end customer view, the company must focus on small users with tanks less than 1,000 gallons. Positioning: Katham MWX needs to be positioned as the cost-effective solution to maintain machinery and extend the life of metal working fluid. Price: The large price differentials from the manufacturer all the way down to the small user suggests that pricing needs to be re-structured through all channels. Currently, Rohm & Haas enjoys a 75% margin, Formulators also get 75%, and dealers claim they can sell this product for $6/packet, which translates to a 400% margin. R&H should increase its price to formulators, as they are not getting enough share of the profit. Tactics It is mission critical for Rohm & Haas to get the formulators on board with this product before any sales will show any such increase. The formulators are the lifeblood of the distribution network, which ultimately extend to the target market (Industrial Supply and Machine Tool Shops). Katham MWX should be sold as a maintenance package, as Katham 886 MW had much success with this packaging method. An incentive program, based on volume of sales, should be

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