Case study of rohm and hass

The customer demand for MWX will increase because the non replacement of metalworking fluid concentrate will decrease its costs for the end user.

The main need of the end user is the elimination of bacteria and fungi, which cause a bad odour and dermatitis. There are an estimatedend users and 18, shops, so each shop has approximately 8 consumers on average.

We have moved Rohm and Haas into an environment in which we leverage information for faster and more accurate decision making. MWX is just one small product among their range. These features combined in one product more than meet the demands of the customer compared to other products currently available, and given the highly favourable comparative pricing of Kathon MWX to its competitors, the product represents considerable value added for the end user.

Instruction on the proper use of the biocide and metal working fluids should be a part of the information provided. In this alternative, we will set up a very strong sales force to keep close contact with those shops. About 90 percent of our data is now in SAP, so it was an easy decision.

End-users seldom go to the large national distributors for supplies that were not locally available. Moreover we assume that due to the level of competitiveness between end users will drive end-users to decrease manufacturing costs, which would make Kathon MWX very attractive.

The rationale behind this decision stems from the fact that these distribution channels already exist and we do not want to upset the formulators, the latter point also in light of increased competition on the Kathon MW products.

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With regard to the benefits of extended fluid life, some indication of benefits in terms of cost savings and duration of life would be more appropriate. First of all we recommend using the existing distribution channels for biocide, which include the formulators and subsequently industrial suppliers and machine tool shops.

And the product is very easy to use and no maintenance is required. However, these benefits are not adequately communicated to the target audience. In this alternative MWX can be sold with the metalworking fluid concentrate as a bundle. Direct distribution to end-users. Although Kathon MWX is highly effective at extending the life of metalworking fluid, this benefit was not realised as a primary motivator for end users to buy the product according to the market survey.

As a result by transferring the necessary margin of the metalworking fluid concentrate onto the MWX as a product bundle, the formulator will keep their previous margin.

Rohm and Haas (A): New Product Marketing Strategy Harvard Case Solution & Analysis

The Kathon MWX can be viewed as a superior product in these three key aspects when compared to competitors. At the meantime, how much cost can end users save by using MWX should be communicated clearly. Specialty chemicals manufacturer Rohm and Haas wanted to commemorate a milestone anniversary for employees, customers, and the Haas family that coincided with the company's acquisition by the Dow Chemical Company.

With regard to the benefits of extended fluid life, some indication of benefits in terms of cost savings and duration of life would be more appropriate. To make the book visually compelling, we spent a week photographing images, artifacts, and memorabilia at Rohm and Hass's headquarters and also traveled to five locations around the country to take day-in-the-life imagery of employees performing a wide variety of job functions in a range of settings—from the corporate offices and laboratories, to the manufacturing plants and loading docks.

Four shirts per shop. Continuing with the example of a 50 gallons tank of table 1, the calculation of the MWX indifference price is the following: End-users seldom go to the large national distributors for supplies that were not locally available.

The main need of the end user is the elimination of bacteria and fungi, which cause a bad odour and dermatitis. Upgrades are synchronized and tested by one vendor, avoiding the integration complexities with tools from multiple vendors.

However if it is possible to break down the 2,5 pound tablet and use it in gallon tanks, the heavy ammonia odour as well as the release of formaldehyde make MWX have an advantage over this product.

Dow’s bid for Rohm and Haas Harvard Case Solution & Analysis

Additionally, the end-users obtain the metalworking fluid concentrate from tool shops and Industry Supply shops. It is highly recommended that Rohm and Haas hire a third-party logistics company to deliver the box to the shops. In order to adequately promote the benefits, it would be better to have built the advertising around reducing dermatitis caused by fungi and bacteria and bringing the elimination of odour to the forefront.

They require convenient goods delivery and have clear communication with Rohm and Hass, so that any questions or matters can be clarified with ease.

There are an estimatedend users and 18, shops, so each shop has approximately 8 consumers on average. In this alternative, we will set up a very strong sales force to keep close contact with those shops. We worked with notable historian Reggie Blaszczyk and the Chemical Heritage Foundation to develop a manuscript that would meet Rohm and Haas's expectations.

Although this feature was listed in the commercial, it did not outline the benefit, i. In order to make the MWX attractive for formulators, the MWX will be bundled with the metalworking fluid concentrate sales. And the industry supply houses and machine tools shops will put more effort on MWX due to the higher margin or increased volume of sales given that the advertising is more effective.

During this transformative period, the company divested more than 45 units and acquired many more. Dow's bid for Rohm and Haas Case Solution,Dow's bid for Rohm and Haas Case Analysis, Dow's bid for Rohm and Haas Case Study Solution, Introduction The case is about Dow Company which is famous for producing commodity thesanfranista.com companyis considering acquiring Room and Haas and itis als.

Rohm and Haas had traditionally been an industrial supplier, distributing products in large quantities.

As a result, the culture was not consumer product oriented and employees were not accustomed to designing and marketing a product for consumer use.(page 8). Roam n hass 1. Background/Problem statement:Rohm and Haas found the new opportunity to enter to the market of small capacity metalworkingsystem.

Rohm and Haas (A): New Product Marketing Strategy Harvard Case Solution & Analysis

Objective: Specialty chemicals manufacturer Rohm and Haas wanted to commemorate a milestone anniversary for employees, customers, and the Haas family that coincided with the company's acquisition by the Dow Chemical Company.

Rohm and Haas wishes to re-evaluate its strategy in order to tap this huge segment to significantly increase sales volume and market share of Kathon MWX.

Rohm and Haas plans to enhance its allocation for distribution and marketing spend of the Kathon MWX. This would result in. Rohm and Haas serves a broad segment of dynamic markets, including building and construction, electronics, food and retail, industrial processes, packaging, transportation, and water.

We have operations with approximately manufacturing and 35 research facilities in .

Case study of rohm and hass
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Case Analysis on Rohm and Haas | Essay Example