Monday, October 40: Rohm and Haas (A)
1 . What is Kathon MWX really worth to users? What is the economical value in the product to users? Or perhaps IN other words, how much cash net might they save if that they used Kathon MWX rather than their current product?
В·Without Kathon MWXВ– Usage 4weeks
Each machine uses about 2g. (50/24) of Met. Substance Conc. with price your five. 68$/gal during 4 weeks Cost of 1gal diluted fluid = 2 back button 5. 68$ = 14. 4$
Fingertips cost sama dengan 50gal times 1 . 36$ = 68$
Total costs = eleven. 4 + 68 = 79. 4$
Total costs each week = seventy nine. 4$ / 4 sama dengan 20$
For small store = 22 x 20$ = 440$/week
В·With Kathon MWXВ– Usage 7weeks
Expense of 1gal diluted fluid sama dengan 11. 4$ + 2pack x 2$ = 12-15. 4$
Removal cost = 50gal by 1 . 36$ = 68$
Total costs = 15. 4 & 68 sama dengan 83. 4$
Total costs per week sama dengan 83. 4$ / six = 12$
For tiny shop sama dengan 22 by 12$ sama dengan 264$/week
installment payments on your Why just isn't MWX providing?
Lack of placement due to
В·Difference in perceptions between customers and organization. Company discover themselves as industrial suppliers while customers viewed goods as customer package good
В·mistakes was your lack of match between item and industry’s culture. Rohm and Haas had typically been an industrial supplier, distributing goods in large quantities. As a result, the culture was not buyer product focused and personnel were not accustomed to designing and marketing an item for buyer use. (page 8)
3. Just how would you explain the user environment? Who the actual purchase decision? How?
4. What marketing strategy В– in particular pricing and route - may possibly possibly help MWX?
В·There is no brand awareness for the product for that reason would have been much better for Rohm and Haas to market this with a term (rebranding) that will suggest something special in the product's benefits and quality and be possible for customers to pronounce identify and remember
В·According to a study in the case, although customers perform purchase metalworking fluids via large nationwide formulators, most shop...