Marketing Soren Chemical Case Study
Product Overview
Coracle is a water clarifier for small recreational and personal pools. The product is priced little higher than the competitive products, but the advantage of the Coracle clarifier is the quantity that has to be used, thus bringing down the annual expenditure on the clarifier.
Company overview
Soren chemical’s was basically a B2B concentrated business, which include more than 350 products, basically serving the large recreational water bodies and drinking and waste water. Being a B-to-B enterprise Soren never concentrated on branding of its products and creating the customer awareness, however they tried developing brands for products that had potential in consumer market, but had little success.
Distribution Network of Soren
Soren generally sold its products to the customers through three sources. 1) Through Formulators, who produced other pool products and delivered it to customers with added services. 2) Through wholesale distributors, who distributed the products to pool services professionals, pool speciality retailers, who served the residential pool owners. 3) Through Mass retailers, who directly served the Pool Owners?
Competing products (In-house and external)
Kailan MV: In house product, and is mainly used in large water bodies and it is not suitable for the smaller water bodies and personal pool. It is distributed through Formulators, who produce or source other pool chemicals.
How Kailan MV is a threat to Coracle: Few formulators were producing a diluted version of Kailan MV, with a private label and supplying it to the smaller pools and pool maintenance people.
Other competitions: Though there are similar products in the market, the main competition for Coracle came from Jackson Labs ClearBlu, which is priced low, and is of higher quality purifier. The only advantage of Coracle over ClearBlu is the quantity of the product that has to be used. Thus Coracle had a better advantage over others when it comes to customer
Coracle is a water clarifier for small recreational and personal pools. The product is priced little higher than the competitive products, but the advantage of the Coracle clarifier is the quantity that has to be used, thus bringing down the annual expenditure on the clarifier.
Company overview
Soren chemical’s was basically a B2B concentrated business, which include more than 350 products, basically serving the large recreational water bodies and drinking and waste water. Being a B-to-B enterprise Soren never concentrated on branding of its products and creating the customer awareness, however they tried developing brands for products that had potential in consumer market, but had little success.
Distribution Network of Soren
Soren generally sold its products to the customers through three sources. 1) Through Formulators, who produced other pool products and delivered it to customers with added services. 2) Through wholesale distributors, who distributed the products to pool services professionals, pool speciality retailers, who served the residential pool owners. 3) Through Mass retailers, who directly served the Pool Owners?
Competing products (In-house and external)
Kailan MV: In house product, and is mainly used in large water bodies and it is not suitable for the smaller water bodies and personal pool. It is distributed through Formulators, who produce or source other pool chemicals.
How Kailan MV is a threat to Coracle: Few formulators were producing a diluted version of Kailan MV, with a private label and supplying it to the smaller pools and pool maintenance people.
Other competitions: Though there are similar products in the market, the main competition for Coracle came from Jackson Labs ClearBlu, which is priced low, and is of higher quality purifier. The only advantage of Coracle over ClearBlu is the quantity of the product that has to be used. Thus Coracle had a better advantage over others when it comes to customer