Preview

Case Study of Rohm and Hass

Good Essays
Open Document
Open Document
310 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Case Study of Rohm and Hass
Sessions 21 & 22—Distribution Decisions and Course Review
Friday, August 6
Case: Rohm and Haas (A): New Product Marketing Strategy
In May 1984, Joan Macey, marketing manager of Rohm and Haas, was reviewing the performance of a recently launched biocide, Kathon MWX. Biocides are chemicals that kill microorganisms (such as bacteria) in metalworking fluids. This fluid is used by the metalworking industry in operations such as grinding and drilling. The fluid is directed onto the surface of the metal being machined to lubricate and cool the work piece and the machine tool, and to remove metal chips. A tray built into the workstation catches the chips, and the used fluid is filtered and returned to the tank for reuse. Kathon MWX was sold to customers in plastic packets. The packet was designed to hang into the metalworking fluid tank by a plastic hook. Despite the technical superiority of this new product, the market acceptance appeared poor.
Rohm and Haas also sold a more powerful biocide, Kathon 886 MW. While Kathon 886 MW was designed for large tanks with capacity over 1,000 gallons, the new product Kathon MWX was designed for tanks with a capacity of less than 1,000 gallons.
Discussion Questions:
Should Rohm and Haas support Kathon MWX, or should it withdraw this product from the market and concentrate its effort on the more successful product Kathon 886 MW ?
Regardless of your answer to question 1, if Rohm and Haas decides to support Kathon MWX, what marketing strategy should it adopt? (The case uses many technical terms. Don't worry about them too much. The product concept is very simple. It is a packet of chemical which is placed in a tank filled with fluid, in order to clean the tank.)
Readings: “Managing Marketing Channels.” This chapter addresses company decisions in designing, managing, and evaluating their

You May Also Find These Documents Helpful

  • Good Essays

    This experiment involved placing drops of specified chemicals into a well on a 96­well plate. Each well…

    • 858 Words
    • 4 Pages
    Good Essays
  • Good Essays

    Firstly, a marketing strategy is a plan that is used in the long term to achieve a business or organisations objectives. Furthermore, a marketing strategy may also be defined as a plan designed to meet marketing objectives. For example, a company may set the following marketing objective: “To be able to satisfy customers through our products.” The next step is the planning procedure otherwise known as the marketing strategy used to meet the business or organisations objectives. It is important that the terms: “marketing strategy” and “marketing technique” are understood clearly. Likewise, the term “marketing technique” may be defined as an overall plan designed to meet the needs and requirements of customers. A business should ensure…

    • 850 Words
    • 4 Pages
    Good Essays
  • Powerful Essays

    Marketing Audit Lite N' Easy

    • 10624 Words
    • 43 Pages

    the aspects in which their marketing strategy is deficient. The market strategy itself is a focus on…

    • 10624 Words
    • 43 Pages
    Powerful Essays
  • Good Essays

    Each set of chemicals will be mixed by dropping two drops of the first chemical and then two drops of the second chemical into a well of the 96-well plate. 4.…

    • 1708 Words
    • 5 Pages
    Good Essays
  • Satisfactory Essays

    Under Water Welding

    • 346 Words
    • 2 Pages

    This is used when there is a need for very deep water welds and where a high degree of strength is required. Research is being conducted to see whether dry welding can be done at depths of 1000 meters. When dry welding is used, the chamber is filled with a gas mixture has to be used to seal the structure that is being welded. Usually a gas tungsten arc welding is used to make sure that this is a strong weld. For those structures that receive wet underwater welding it is difficult to know whether the weld has worked because the risk that may be involved are difficult to see in the water.…

    • 346 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Rohm and Hass

    • 454 Words
    • 2 Pages

    What is Kathon MWX really worth to users? What is the economic value of the product to users? Or IN other words, how much money net would they save if they used Kathon MWX instead of their current product?…

    • 454 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Tivo Case Summary

    • 921 Words
    • 4 Pages

    To increase product awareness, customer acquisition and sales by modifying the current marketing strategy and also address the emerging competition.…

    • 921 Words
    • 4 Pages
    Good Essays
  • Satisfactory Essays

    Case 2- Marketing Mix

    • 440 Words
    • 2 Pages

    1. What is the company’s strategy with respect to each of the 4 Ps of the marketing mix?…

    • 440 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    Chemicals have been used for years during wars and by different countries. Two of the…

    • 1057 Words
    • 5 Pages
    Good Essays
  • Good Essays

    Rohm and Haas Case Study

    • 1053 Words
    • 5 Pages

    Cons: The cost of doing nothing may snowball the poor sales and cause a decrease in long term profits. The more time it takes for consumers to become aware of the product, the more time it is giving the competition to react to the market. Market potential for Kathon MWX is estimated at $20 million, therefore allowing competition to be the first to reach consumers. Management may withdraw product from the market if this plan does not work. The current marketing strategy does not focus efforts on bringing awareness or knowledge of the product to the 150,000 individual system plants or the small companies that rely on supply houses and machine tool shops.…

    • 1053 Words
    • 5 Pages
    Good Essays
  • Powerful Essays

    Merck has an effective record and has increased its performance through various features. Merck has greatly achieved success with its long history of breakthrough drugs, many of which became known as "blockbuster" drugs. For example, during WWII, Merck had already developed three key technologies of the period, antibiotics, vitamins and hormones. Merck created a world class reputation for itself in revolutionizing pharmaceutical research. Deadly bacterial infections were being treated. Drugs such as Mevacor for arthrosclerosis and Vioxx for…

    • 2963 Words
    • 12 Pages
    Powerful Essays
  • Powerful Essays

    The project goals and guidelines supplied by Sunshine Water Pty Ltd (Client Brief Version 2, 2014) have been used to provide an optimised design solution to the problem.…

    • 2213 Words
    • 9 Pages
    Powerful Essays
  • Satisfactory Essays

    Marketing

    • 384 Words
    • 2 Pages

    Breadth and Depth of Analysis of the Proposed Marketing Strategy for chosen Product/Brand. * Is the proposed marketing strategy feasible (i.e., benefits outweigh costs, no legal impediments, customer backlash, potential limitations)? * Is the proposed marketing strategy effective given the weaknesses identified? * Is the group able to incorporate concepts learnt in class effectively?…

    • 384 Words
    • 2 Pages
    Satisfactory Essays
  • Satisfactory Essays

    Meg System Design

    • 285 Words
    • 2 Pages

    Aker Solutions is a recognised world wide supplier of selected process equipment for the upstream oil and gas industry. Aker Solutions offers specialised products and services through the design engineering of new systems as well as maintenance and modification of existing systems. Aker Solutions provides installation and support in connection with development, installation and operation of oil and gas fields onshore and offshore. We provide commissioning, inspections, preventive maintenance, spare parts, long term service, testing and training. One of the main business units, hydrate inhibition, provides solutions for MEG regeneration with a track record back to 1992. Aker Solutions provides a total loop design. Combining flow assurance analyses, in-house umbilical and subsea equipment expertise with a world leading understanding of MEG regeneration and reclamation. Aker Solutions cooperates with IFE (Institute for Energy Technology) to provide world leading competence on pipeline chemistry and corrosion.…

    • 285 Words
    • 2 Pages
    Satisfactory Essays
  • Good Essays

    LNG CARRIER

    • 2095 Words
    • 5 Pages

    With the increase in cargo capacity to approximately 143,000 cubic meters, new tank designs were developed, from Moss Rosenberg to Technigaz Mark III and Gaztransport No.96.…

    • 2095 Words
    • 5 Pages
    Good Essays

Related Topics