Solution Soren Chemicals

Q1. What is the case about?

A1: Marketing Swimming Pool Clarifiers to the Business and Consumer market.

Q2: What is the name of the B2B chemical and to whom is it sold?

A1: The B2B Pool Clarifier is names Kailan MW and it is sold to Commercial Pools and Water Parks.

Quantitatively, to pools larger than 1 Million Gallons.

Q3: What are the USPs of Kailan MW.

A3:

- Attacks organic contaminants which can escape conventional filters.

- Larger effective period.

- Lower quantity required. One gallon for 500,000 gallons of water.

Q4: What is the size of the market size in which Kailan MW competes, what is the market outlook

like and what is the current market share of Kailan MW?

A4: 300,000 commercial pools.

1,000 water parks.

$ 30 Million in revenue.

Market is projected to grow by 7% to $32.1 Million in 2007.

$ 6.1 M / $ 30 M = 20% market share in 2006.

Q5: What drives the demand for commercial pool clarifiers?

A5: Demand is driven by:

- Number and size of commercial pools.

- Number and size of water parks.

- Increase of decrease in bathing load (No. of swimmers per unit time)?

o Population increase / decrease (natural and by immigration)

o Changes in lifestyle and habits.

o Climate change.

IMPLICATION: Demand for Commercial Pool Clarifiers is Derived in Nature.

Q6: What are the needs of Commercial Pool Owners and Water Park Owners for buying pool

clarifier chemicals?

A6: - Concern for swimmer safety

- Minimization of health issues and water borne skin diseases.

- Implications?

- Bad publicity and image leading to loss in revenues.

- Failure to maintain safety certification since periodic audits are done.

- Problems with 3rd party liability insurance.

- Chances of litigations and lawsuits.

IMPLICATION:

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