Case ID: 587055     Solution ID: 31804

Rohm and Haas A New Product Marketing Strategy Case Solution

Abstract

Joan Macey, Rohm and Haas' market director for Metalworking Fluid Biocides, found that sales of another biocide, Kathon MWX, was completely disillusioning. This was all the more baffling since sales of her other item - Kathon 886 MW, a liquid biocide utilized only as a part of extensive limit tanks- - was well on target and held a relentless 30% piece of the overall industry. In May 1984, around five months after the new item was propelled, Joan Macey was exploring her whole advertising technique with a view to conveying Kathon MWX deals nearer to target. Of specific worry to her were the conveyance and correspondence methodologies utilized for the new item.


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