SlideServe
Télécharger Obtenir Pro
Menu
Accueil Pro
Préférences
ApparenceLight Aide et commentaires
© SlideServe · v2026

Rohm and Haas: New Product Marketing Strategy

avani avatar
avani
14 diapositives · 9.3K Views · Feb 23, 2012

5-month sale: 74 boxes vs.First-year target: 1,350 boxes

Rohm and Haas: New Product Marketing Strategy - slide 1
01 / 14Rohm and Haas: New Product Marketing Strategy
1 / 17

Télécharger la présentation

Rohm and Haas: New Product Marketing Strategy
Une image / un lien ci-dessous est fourni (tel quel) pour télécharger la présentation

Politique de téléchargement : le contenu du site vous est fourni TEL QUEL pour votre information et votre usage personnel ; il ne peut être vendu, concédé sous licence ni partagé sur d’autres sites sans l’accord de son auteur.Le contenu vous est fourni TEL QUEL, pour votre information et votre usage personnel uniquement. Téléchargez la présentation en cliquant sur ce lien. Lors du téléchargement, si vous ne parvenez pas à télécharger une présentation, l’éditeur a peut-être supprimé le fichier de son serveur.Pendant le téléchargement, si vous ne parvenez pas à obtenir une présentation, le fichier a peut-être été supprimé par l’éditeur.

F I N

Plus de contenu associé

Transcription de la présentation

    1. Offer some very rich lessons about new product development and launch. It also enables us to integrate some of the other marketing mix variables including channels, pricing and promotion. Offer some very rich lessons about new product development and launch. It also enables us to integrate some of the other marketing mix variables including channels, pricing and promotion.

    3. Key Discussion Points Good product or bad product? Why isnt it selling? How can we get the sales back on track? What lessons about NPD can we learn?

    4. What is the EVC of Kathon MWX?

    5. Why is R & H Optimistic about MWX? There is an unmet market need! Several customers requested for it Large potential: 150,000 potential customers; $20MM potential We are capable of satisfying it! Kathon 886 most effective biocide for large tanks We have great engineers! We have a super product! Kathon MWX can effectively extend metalworking fluid life. Safe, easy to use.

    6. Distribution Channels

    7. Distributor Revenue per 50-gal Tank

    8. Why Isnt MWX Selling? Product No sensed need from end customers Who makes decisions? (DMU) Is fluid life important to them? Price Too low (not realizing the economic value; low quality perception) Place Channel lacks incentive to push (partly due to cannibalization) Promotion Communications ineffective

    9. 6 reps had most biocide customers; spent 20-30% time on all biocide customers ? 1.5 FTE to sell biocides!

    10. Who Educates the Market? Strategic Options

    11. Strategic Options 1: Push thru formulators + We call on formulators - Do not reach end customers owners directly - We are asking them to cannibalize their primary line of business Pull on end customers seem to be the optimal option but not feasiblePull on end customers seem to be the optimal option but not feasible

    13. Rohm & Haas: What Went Wrong? Do not understand end customers Company lacks mass marketing capabilities

    14. Opportunity Analysis

    15. Key Lessons It takes more than a good product to have a successful marketing venture Educating potential customers; Developing an effective and economical channel strategy; Obtaining organizational commitment and support. Merely listening to the customer is not enough. NPD requires a disciplined, measured approach