This website uses cookies to ensure you have the best experience. Learn more

Soren Chem Essay

2457 words - 10 pages

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...

Other Papers Like Soren Chem

Holidays In Albania Essay

1636 words - 7 pages Have you ever thought about having exciting and incredibly cheap vacations? Albania might be the right choice. According to My Travel Guide, Albania is ranked the fourth among ten places worth visiting in Eastern Europe (“Top 10 Eastern European Destinations”). One can encounter three kinds of vacations in this Mediterranean country: winter, summer, and cultural. The ideal places to spend your winter vacations are the Albanian Alps. They are

A Heart Of Darkness Essay

1748 words - 7 pages In this short story, there are frequent significant subject and ideas that make the story, "A Heart of Darkness," by Joseph Conrad, and haunting novel. The main theme is absolute white power over the natives. The theme validates the corruption, and the dependence caused by the white people as they took over the Congo. White men were giving all the power; they had no self-control, and in the end they did not use wisely. The white men became

The Aspects Of Vulnerability Among The Exploited In Medical Research

2287 words - 10 pages Essentially, everyone is in some state of vulnerability. However, some of us are more susceptible to harm due to our vulnerabilities. The susceptible are the individuals with the greatest risk. These individuals risk the loss of their autonomy, and maybe even their lives. Vulnerable populations can be found in every subset of society. However, as previously mentioned, there are some vulnerable populations that are at an even greater risk than

The Hitchhiker’S Guide To The Galaxy

1171 words - 5 pages The Hitchhiker’s Guide to the Galaxy As the human race makes life-changing discoveries, it is made apparent that there is always more to learn as the universe, instead of becoming familiar, is becoming absurd. The Hitchhiker’s Guide to the Galaxy, written by Douglas Adams, as well as the 2005 film adaption, portrays absurdity to be an all-encompassing system in the universe. Through the introduction and attempt to understand lack of reason, the

The Ford Motor Company Wage Increase Of 1914 And The Theory Of Incentives And Efficiency Wages

1252 words - 6 pages ‘It’s not the employer who pays the wages. Employers only handle the money. It is the customer who pays the wages’ (Henry Ford, cited in Johnson and Weinstein 2004, p. 2). When the Ford Motor Company announced that it would more than double the wages of its workers in January 1914 to a ‘five-dollar day’ minimum, was this a contradiction to Henry Ford’s statement? If customers are actually the ultimate payers of wages, then more than

Historical Analysis Of The Economical Breakthroughs Of The Industrial Revolution

1396 words - 6 pages A Historical Analysis of the Economical Breakthroughs of the Industrial Revolution During the Industrial Revolution, many elements of society experienced huge breakthroughs that would change the way they functioned forever. Economics were definitely one of them. With many new inventions and many factories appearing, many, many, more resources were being created than ever before. Also, all of the revenue from these resources was being given to

Leadership Portrayed in Monologue from Shakespeare’s Henry V

1214 words - 5 pages Leadership is defined as a socially constructed process and which also affect organizational future outcomes. Leader is someone at high position who have overall duty for an organization, she or he decide what to do and the way how to achieve it. (Carter and Greer, 2013)The role of leader is extremely important for an organization, leader use their own power to influence the followers though many different ways such as motivation in order to

Cuba Civil Rights

1906 words - 8 pages Picture a country that has limits on how much you can make random government imprisonments and more what do you do. That is the situation for the eleven million seventy-five thousand two hundred forty-four people of Cuba since the takeover of Fidel Castro. The US is opposed to Castro taking control of Cuba. Castro managed to ease the United States nerves when he said that Cuba was against all forms of communism. According to Lana Wylie the Union

US Freight System

1273 words - 6 pages General Environment Each American requires the movement of approximately 40 tons of freight per year across the freight network. This includes everything from shirts to lawn mower to orange juice. • As the U.S. population expands, the U.S. freight system will be called upon to meet the demands of a larger population • Between 2010 and 2035, the system will experience a 22 percent increase in the total amount of tonnage it moves • By 2050, with

Democratic Peace Theory

1852 words - 8 pages Intro: US Presidents have made it a goal during their term(s) in office to establish a good relationship with foreign countries and even try to improve upon existing connections with our allies. Some believe it is to prevent conflicts between the countries while others dispute that it is a threat assessment by the United States to pick and choose their friends and enemies. Preventing conflict between two democracies or countries that practice

Booker T. Washington

1621 words - 7 pages “Success is to be measured not so much by the position that one has reached in life as by the obstacles which he has overcome” –Booker T. Washing. Booker Taliaferro Washington was born in Hale’s Ford, Virginia on April 5th, 1856 to Jane Burroughs and an unknown White man. Washington was married three times. His first wife was Fannie N. Smith from Malden, West Virginia. Booker and Fannie were married in the summer of 1882 and had one child

Related Essays

Soren Chemical Essay

1531 words - 7 pages will also be an opportunity to personally educate the 75% of pool owners who do not understand or use clarifiers. * Soren Chemical can leverage their partnership with retailers and specialty stores for using their customer email database to send promotional offers. Exhibit-1 Packaging Scheme- Currently Soren Chem. sells 0.5 gallons of Coracle liquid pack. The number of gallons used in one treatment is 0.08 gallons. The number of

Freedom And Responsibility Essay

2141 words - 9 pages Built within the Constitution of the United States are specifically defined freedoms that are guaranteed to all citizens. Conversely, with every constitutional freedom there comes a corresponding responsibility. On September 25, 1789, the state legislature’s twelve proposed amendments were transmitted by congress, the first two dealing with congressional representation and congressional pay. The following numbers three through twelve were

Hate Crime Laws Essay

2348 words - 10 pages On June 7, 1998, 49-year-old James Byrd Jr. of Texas accepted a ride from three white men, who then beat him severely, urinated on him, chained him by his ankles to the back of their pick-up truck, dragged him for three miles into the countryside, and dumped his corpse in front of an African-American cemetery (Graczyk). A little over a year later, a jury sentenced ring leader John King to death by lethal injection (“Man Executed for Dragging

Rational Emotional Behavior Therapy Case Study Conceptualization And Treatment Plan

2140 words - 9 pages Rational Emotional Behavior Therapy Case Study of Sarah: A Conceptualization and Treatment Plan Rational emotive behavior therapy, REBT, was developed by Albert Ellis and holds the central belief that the events in our lives do not cause our disturbances but that they are instead caused by our view of the events (Murdock, 2009). Murdock (2009) states that “people are seen as responsible for their behavior” (p. 279) but, because they are