About Soren Chemical Company
Autor: Vatsal Agarwal • August 8, 2015 • Study Guide • 865 Words (4 Pages) • 1,609 Views
About Soren Chemical Company
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Founded in 1942, generated revenue of $450 Million in 2007
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Over 350 products, wide range of Industrial chemicals and water-cleaningsolutions
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Kailan MW and Coracle are two types of water-clarifiers.
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Historically Company had concentrated on B2B sales but now it is investingselectively in developing products for consumer markets.
About Kailan MW and Coracle products
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Kailan MW is used primarily for cleaning large commercial pools and waterparks (B2B) while Coracle is used for cleaning residential pools (B2C).
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Revenue of kailan MW: $6.1 Million in 2006, 7% growth expected in 2007
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Revenue of Coracle: $0.111 Million (in 6 months) against annual target of $1.5Million (85% short of target)
Commercial-Use Clarifier Market Characteristics
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Market Size:
$30 Million (2007), relatively mature market
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Distribution Channel:
Manufacturer-Formulators-Water parks & Commercial Pools
(Formulators carry full range of pool-cleaning products and provide value-added
services tailored to customer specs)
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Key Influencers:
Formulators, water-safety consultants, Pump & Filter mfgs.
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Buyer Behaviour:
Professional and understand the use, benefits and importanceof clarifiers for their business. Safety of their customers matters most.
Marketing strategy for Kailan MW
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Strong partnership with Formulators.
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Sold under “Private Label Brand”.
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Product USPs are attacks organic debris which can
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