Joan Macey, Rohm and Haas market manager for metalworking fluid biocides, found that the sale of a new biocide Kathon MWX was absolutely disappointing. This was all the more incomprehensible because sales of their other products – Kathon 886 MW, a liquid biocide used only in large volume tanks – was well on schedule and held a steady market share of 30%. In May 1984, about five months after the new product was launched, Joan Macey was the review of their overall marketing strategy with the goal of Kathon MWX sales c … Read more »

Joan Macey, Rohm and Haas market manager for metalworking fluid biocides, found that the sale of a new biocide Kathon MWX was absolutely disappointing. This was all the more incomprehensible because sales of their other products – Kathon 886 MW, a liquid biocide used only in large volume tanks – was well on schedule and held a steady market share of 30%. In May 1984, about five months after the new product was launched, Joan Macey was the review of their overall marketing strategy with the goal of Kathon MWX sales closer to the goal. Of particular importance to them, the sales and communication strategies for the new product were used.
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from
V. Kasturi Rangan,
Susan Lasley
Source: HBS Premier Case Collection
15 pages.
Release date: 06 August 1986. Prod #: 587055-PDF-ENG
Rohm and Haas (A): New Product Marketing Strategy HBR case solution

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