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.
- 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: ...view middle of the document...
Q7. What is the buying behavior of customers for Kailan MW? (FIGURE A)
A7: Commercial pool owners and water park owners usually buy from formulators especially on the advice
of equipment builders, safety inspectors and maintenance personnel. Formulators make sure that they have
the right kind of relationships and influence to get customers to keep their brand at the top of their mind.
Buying personnel are mostly professional and understand the use, benefits and importance of clarifiers for
their business. It is an involved buy for commercial pool owners and water park owners since the safety of
their customers matters a lot to their business. Formulators in some cases do not even sell Kailan MW with
the brand mentioned.
IMPLICATION: The buying behavior of the commercial market is professional in nature, they have
people who understand the performance benefits of the product.
Q8. What value do commercial pool owners get while buying from formulators?
A8: - Formulators provide customized SKUs (They break bulk and can sell odd quantities)
- Provide entire suite of products / maintenance services, tailor-made for individual entities
according to pool size, bathing load, pool system and regional climatic conditions. They sell
solutions not products.
- Work with equipment builders, safety consultants and filter manufacturers to develop
optimum, cost-effective programs.
IMPLICATION: Commercial market is buying much more than the product from formulators, they
are buying a complete package composed of products and services both. Nature of buying/selling is
high contact and relational.
Q9: What is the size of the residential pool market?
A9: Market Size at Retailer Price:
9 Million Residential Pools x $ 50 (Annual Treatment Cost per Pool) = $ 112.5 Million at Retail.
Manufacturer Prices are 60% of Retail Prices, so $ 67.5 Million is the market size for the
IMPLICATION: Much more widespread than the commercial market.
Q10: Why is Soren looking to enter this market?
A10: Because of it's lucrative market size and because of the fact that Soren's R&D department is working
on a line-up of products which can be suitable for residential pools and wants to have a foothold in the
market to launch other products.
Also formulators have already started marketing a diluted version of Kailan MW to the residential pool
market and Soren wants their share of the market.
IMPLICATION: If a company is established in one market and scope for further growth is limited,
then new markets need to be explored provided that there is potential for entry. Soren is doing the
Q11: What are the needs of the residential pool owners?
A11: Hygiene of the pool.
Clarity of the water in the pool for better aesthetics.
They are not worried about safety inspections, license cancellations or lawsuits.
IMPLICATION: The buyers are worried about their own usage of pools and do not care about
anything else. They are not technically...