...and consumers. This inexperience might have caused miscommunication between channels as seen when pool service professionals and specialty retailers had made inquires about Coracle but only 30% recalled receiving the Coracle material. Also 70% of them stated that Coracle had not been offered by their distributors. Also, Soren is new to the residential pool market and might not fully understand the consumer and thus unsure how to communicate Coracle’s benefits to the consumer. To calculate the annual EVC, we need to take reference value plus differentiation value. The reference value is the cost of substitute, which is ClearBlu’s annual cost of $56.25. The differentiation value includes Coracle’s increase in chemical savings. Coracle reduces the need for additional chlorine, shock treatments and enzymes, thus reducing pool owners’ annual chemical cost by 20% to 30% (average of 25%). ClearBlu reduces annual chemical cost by 15%, thus the increase in savings by Coracle is 10% (25%- 15%). The annual chemical cost (excluding clarifiers) is $300. Calculation of Coracle’s annual EVC: $56.25+ 0.1x $300= $86.25. Coracle, being a new brand should first adopt a push strategy since there is low brand loyalty and low brand awareness. This will generate exposure and encourage distributors to stock up on Coracle. Only 25% of consumers understand and use clarifiers regularly. This shows that there is low involvement in purchasing decision and perhaps an impulse item as a residential clarifier...
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...Decision Soren Chemical is unprepared to compete in the personal pool market. Soren Management must plant their flag as the provider of the safest and cleanest pool environments for small bath pools. They should immediately adopt and execute a coordinated marketing campaign aimed at educating their customer base and thereby establish Soren Chemical as the trusted brand in the pool chemical market. Soren could continue to rely on their reputation as a producer of top tier chemical products, and rely on their established distribution market, but to do so opens the door for a competitor to eventually push them out of the market altogether. Solution Soren is already a key player in a mature market, and as such their goals of growth and expansion must come with change as they increase their product lineup and market to new consumer groups. Their new product line offers a significant potential revenue stream and the opportunity to position Soren’s brand prior to the release of products currently in development, which are aimed at small pools. In their efforts to position themselves as a company of choice in the private pool ownership market, it is important that Soren develop their brand, highlighting their core competency as well as their quality and cost advantages. This will require that they sell under their own brand, as they are currently attempting. While they must prepare for significant upfront costs as they push their brand to their target consumer base, there will be...
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...and personal pools. The product is priced little higher than the competitive products, but the advantage of the Coracle clarifier is the quantity that has to be used, thus bringing down the annual expenditure on the clarifier.Company overviewSoren chemical’s was basically a B2B concentrated business, which include more than 350 products, basically serving the large recreational water bodies and drinking and waste water.Being a B-to-B enterprise Soren never concentrated on branding of its products and creatingthe customer awareness, however they tried developing brands for products that had potential in consumer market, but had little success. Distribution Network of SorenSoren generally sold its products to the customers through three sources. 1) Through Formulators, who produced other pool products and delivered it to customers with added services. 2) Through wholesale distributors, who distributed the products to pool services professionals, pool speciality retailers, who served the residential pool owners. 3) Through Mass retailers, who directly served the Pool Owners? Competing products (In-house and external)Kailan MV: In house product, and is mainly used in large water bodies and it is not suitable for the smaller water bodies and personal pool. It is distributed through Formulators, who produce or source other pool chemicals.How Kailan MV is a threat to Coracle: Few formulators were producing a diluted version of Kailan MV, with a private label and supplying it to the smaller...
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...established commercial poo product -better product (deals with organic contaminants which are more effective) -Increased cost saving - building individual brand name | Weaknesses -Higher unit price -inability to attract distributors and retailers -inexperience in marketing consumer-oriented brands | Opportunities - there are 9 million residential pools -few established brand -cost saving and perceived cleanliness – primary requirement -brand building could allow launch of other products | Threats -competitors (Keystone, Kymera and Jackson Labs) -30% distributors margin -fragmented consumer market formulators produced diluted version of Kailan MW | Issue Coracle has failed to achieve the required levels of awareness needed to meet Soren’s sales goal. Despite the awareness that is present for the Coracle in the form of inquiries from retailers, distributors are not offering the product, indicating a less than optimal relationship with the players on the distribution level....
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...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. A3: - 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: 300,000 commercial pools. 1,000 water parks. $ 30 Million in revenue. Market is projected to grow by 7% to $32.1 Million in 2007. $ 6.1 M / $ 30 M = 20% market share in 2006. Q5: What drives the demand for commercial pool clarifiers? A5: Demand is driven by: - Number and size of commercial pools. - Number and size of water parks. - Increase of decrease in bathing load (No. of swimmers per unit time)? o Population increase / decrease (natural and by immigration) o Changes in lifestyle and habits. o Climate change. IMPLICATION: Demand for Commercial Pool Clarifiers is Derived in Nature. Q6: What are the needs of Commercial Pool Owners and Water Park Owners for buying pool clarifier chemicals? A6: - Concern for swimmer safety - Minimization of health issues and water borne skin diseases...
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...TANVI S HAIT Soren Chemical (Water Treatment Group) Coracle marketing concept: * Business to customer marketing model (B2C). As it is fragmented market. * Manufacturer-Distributors-Retailers/Pool Service professionals-Pool Owners. Major Challenges: 1. Lack of support from Distributors. 2. Lack of awareness among Pool Owners and Pool Service Professionals. 1. DISTRIBUTERS NOT SUPPORTING PRODUCT. Since use Coracle can reduce the use of other pool chemicals by 20% to 30%. It would lead to a revenue loss of the distributors and retailers because they sell other pool chemicals also. From EXIBIT 3. Annual Chemical costs: $300 average. Annual cost of clarifiers: $50 average | RETAILERS | DISTRIBUTERS | Annual Chemical Sales(Excluding clarifiers) | $300 | $255 | Reduction in Chemical sales due to coracle (25 %) | $75 | $63.75 | MARGINS | 15% | 20% | Reduction in Margin per Earning | $11.25 | $12.75 | Number of Treatments /Annum (Coracle) | 10 | 10 | Reduction in Margin per Treatment of Coracle | $1.125 | $1.275 | Margin Earned by distributers and retailers from Coracle is $ 1 and $0.59 respectively. (FROM EXIBIT 2) Hence, distribution channel margins must be revised to get support of Distribution channel. So that Soren chemical company can implement push type marketing strategy for coracle. Since Annual average cost of clarifiers is $ 50 at Retail. (FROM EXIBIT 3) Let’s assume Coracle Sells at annual price $50 instead of $39.06. So, per...
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...YONG Soren Chemical: Why Is the New Swimming Pool Product Sinking? Jen Moritz grimaced as she reviewed the February 2007 sales report for her company’s new Coracle product. In September 2006, Soren Chemical had launched Coracle, a new water clarifier for use in small recreational and household swimming pools. Moritz was responsible for marketing the new clarifier, which she believed was a superior product, but the results so far were discouraging. The volume target was 50,000 gallons (100,000 units) for the first year of sales. However, through the first half of the selling season for pool chemicals, Soren had sold just 3,725 gallons, or 7,450 units. Moritz also had responsibility for marketing Kailan MW, a clarifier used primarily in large recreational water park facilities with typical capacities of one million gallons or higher. Very small quantities of Kailan MW were sufficient to treat large volumes of water, but it was unsuitable for smaller-scale applications such as residential pools. Thus Soren Chemical had developed Coracle, targeting smaller pools with a lower volume of swimmers (known in the industry as “bather loads”) and a less intense maintenance program. In 2006, Kailan MW revenues were $6.1 million and sales were on pace for a 7% increase in 2007; it was healthy growth in a relatively mature market. Coracle had been budgeted at $1.5 million in sales for the year, but so far Soren had sold a very disappointing $111,000. The company’s internal analysis estimated...
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...new Coracle consumer brand that targets the small recreational and household swimming pools has suffered a very disappointing sale of merely 3,725 gallons at $110,000 through the first half of the selling season when Soren has predicted a $1.5 million in sales and 100,000 unit in volume for Coracle. The issue currently faced by Soren is that Coracle’s sales is heavily dependent on the wholesale distributors’ willingness to promote or even carry Coracle. The business-to-consumers marketing strategy for Coracle is not meeting the sales target because distributors lack the economic incentives to sell Coracle. We recommend Soren to increase retail price to offer economic incentives for wholesale distributors to carry and promote Coracle. Currently, distributors are the key obstacle in Coracle’s distribution because even though the marketing initiative targeting service professionals and specialty retailers are well-received, many respondents have stated that Coracle is not offered by their distributors. Offering distributors higher profit margins will allow them to start carrying and promoting Coracle to retailers who have already demonstrated interest in the product, thereby translating the demand into increase in sales volume. Doing so will also continue to build Coracle’s brand awareness among retailers and consumers when the distributors are motivated to promote the new product and achieve a platform where Soren’s pool-related products can all be sold through the Coracle name...
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...period 3. Lower quantity required In September 2006, Soren Chemical had launched Coracle, a new water clarifier for B2C. This product has the same USPs like a Kailan MW. Soren was inexperienced, because B2C has big differences than B2B. Eventually, they totally failed, because of a lot of strategic and tactical problems. Strategic problems 1. Their expectations were more than actions. The target was 50,000 gallons for the first year of sales. But through the first half of the selling season for pool chemicals, Soren had sold just 3,725 gallons. They were inexperienced in B2C business and did not do well enough promotion company. 2. Go-to-market strategy. The selling season for residential pool chemicals starts in spring. Soren started in May, when most pool owners have already bought another product. If Moritz identified the problem, she could salvage 2007 and position Coracle for a successful second year. Tactical problems In my opinion, the main problem is Soren Chemical did not have enough experience for begin this new business. As a result, they had a lot of mistakes and, eventually, failure. They have a lot of experience in B2B marketing techniques which engage fewer customers, but B2C – it is not the same. 1. Soren did not have good awareness company for the consumers, residential pool owners. This company too costly, but good advertising gives good sales. Coracle was completely new on the market, consumers did not know about advantages and...
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...cleanliness. o (Approximately 80% of consumers maintained their own pools and generally purchased supplies from local specialty retailers or national retailers) 2. In what ways are the goals of Soren Chemical not aligned with the goals of distributors and retailers when selling Coracle? ● While Soren Chemical’s new strategy was to develop Coracle as a consumer branded product, major distributors and retailers requested to market under their own labels. 3. What information will distributors and retailers distort when talking to customers about Coracle? • Only 30% of the survey respondents (pool service professionals and specialty retailers) recalled receiving the Coracle materials that Soren had sent in response to their inquiries. • 70% of the distributors simply didn’t follow up with some of the inquiries that were passed along by Soren. 4. What actions will distributors and retailers not take that Soren Chemical would like them to take? • Distributors and retailers are not making space for Soren’s product. 5. What are the advantages and disadvantages of lowering the wholesale price (that Soren Chemical charges) as a way to motivate the Coracle distributors and retailers? • Advantages: o By lowering, there could be more profit margin for distributors and retailers which will incentivize them to promote more aggressively. • Disadvantages: o By lowering, Soren could put themselves into...
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...retailers) 2. In what ways are the goals of Soren Chemical not aligned with the goals of distributors and retailers when selling Coracle? ● While Soren Chemical’s new strategy was to develop Coracle as a consumer branded product, major distributors and retailers requested to market under their own labels. 3. What information will distributors and retailers distort when talking to customers about Coracle? • Only 30% of the survey respondents (pool service professionals and specialty retailers) recalled receiving the Coracle materials that Soren had sent in response to their inquiries. • 70% of the distributors simply didn’t follow up with some of the inquiries that were passed along by Soren. 4. What actions will distributors and retailers not take that Soren Chemical would like them to take? • Distributors and retailers are not making space for Soren’s product. 5. What are the advantages and disadvantages of lowering the wholesale price (that Soren Chemical charges) as a way to motivate the Coracle distributors and retailers? • Advantages: o By lowering, there could be more profit margin for distributors and retailers which will incentivize them to promote more aggressively. • Disadvantages: o By lowering, Soren could put themselves into a price war 6. Would guaranteeing retailers exclusive territories for Coracle...
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...he White Witch (Cameo) Tilda Swinton The Lion, the Witch and the Wardrobe; Michael Clayton; Prince Caspian; Burn After Reading he White Witch (Cameo) Tilda Swinton The Lion, the Witch and the Wardrobe; Michael Clayton; Prince Caspian; Burn After Reading Peter (Cameo) William Moseley The Lion, the Witch and the Wardrobe; Prince Caspian Gumpas Money Collector Michael Foster Dawn Treader Crew - Royal Navy Officer Zack Kibria Dawn Treader Crew - First Mate Robbie Harrison Nausus the Faun and Stand-in for Reepicheep Steven Rooke Caspian Ben Barnes Ang dalawang bunsong Pevensie bata, Lucy at Edmund , ay mamalagi sa kanilang mga kasuklam-suklam na pinsan sa Eustace Scrubb habang ang kanilang mga mas lumang mga kapatid na lalaki Pedro ay pag-aaral para sa kanyang mga pagsusulit sa unibersidad ng pasukan sa Propesor Kirke , at ang kanilang mga mas lumang mga kapatid na babae Susan ay naglalakbay sa pamamagitan ng America sa kanilang mga magulang. Edmund, Lucy, at Eustace ay iguguhit sa Narnian mundo sa pamamagitan ng isang larawan ng isang barko sa dagat. (Kuwadro, pabitin nagpapabaya sa bisita ang kwarto na ang Pevensie mga bata ay ang paggamit, ay isang hindi kanais-nais na kasalukuyan sa Eustace ng magulang.) Ang tatlong anak ng lupa sa karagatan malapit sa pictured daluyan, ang titulado Treader ng Dawn , at ay kinuha nakasakay. Ang na Dawn Treader ay ang barko ng sa Caspian X , Hari ng Narnia , na ay ang key na character sa nakaraang libro ( Prince Caspian...
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...MARKETING COURSE Articles Books & Chapters Cases Course Modules Online Courses Simulations 2012 MATERIALS Harvard Business Publishing serves the finest learning institutions worldwide with a comprehensive catalog of case studies, journal articles, books, and eLearning programs, including online courses and simulations. In addition to material from Harvard Business School and Harvard Business Review, we also offer course material from these renowned institutions and publications: Babson College Business Enterprise Trust Business Expert Press Business Horizons Magazine California Management Review Darden School of Business Design Management Institute HEC Montréal Centre for Case Studies Ivey School of Business International Institute for Management Development (IMD) IESE Business School INSEAD John F. Kennedy School of Government Kellogg School of Management Perseus Books Princeton University Press Rotman Magazine Stanford Graduate School of Business Sloan Management Review Social Enterprise Knowledge Network Thunderbird School of Global Management Tsinghua University University of Hong Kong Customer service is available 8 am to 6 pm ET, Monday through Friday. Phone: 1-800-545-7685 (1-617-783-7600 outside the U.S. and Canada) Tech support is available 8 am to 8 pm ET, Monday through Thursday, 8 am to 7 pm ET Friday. Phone: 1-800-810-8858 (1-617-783-7700 outside the U.S...
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...The synoptic problem The first three books of the New Testament which are Matthew, Mark and Luke are compared, and it is discovered that they look similar to one another in content and expression. As a result they a referred to as the synoptic gospels. The word “synoptic” basically means “to see together with a common view”. This raises the question of why they are similar to one another in these respects. This is known as the synoptic problem. The many similarities between the synoptic gospels have led some to wonder if the gospel authors had a common source, another written account of Christ’s birth, life, ministry, death, and resurrection from which they obtained the material for their gospels. Some argue that Matthew, Mark, and Luke are so similar that they must have used each other’s gospels, or another common source. This supposed “source” has been given the title “Q” from the German word “quell” which means “source.” Another problem is that there is no evidence for the “Q” document or even a portion or fragment which has been discovered. “Q” is just the invention of liberal scholars who deny the inspiration of the Bible and they believe it to be nothing more than a work of literature, subject to some criticism given to other works of literature. This in turn renders the source very much unreliable because there is also no evidence for a “Q” document biblically, theologically or historically. If there is no “Q” document, then why are they similar? It is possible that...
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...Women in the Middle East 1. Introduction 2. Before Islam 3. After Islam 4. Marriage 5. Education 6. Modern Day -Examples from different Arab countries -Arab Spring 7. What’s next? 8. Citations 1. Introduction Over the course of history, women in the Middle East, not so much different than around the world, haven’t been attaining all their full rights and haven’t been quite satisfied with the status of gender equality that the world continues to lack. The Middle East has its more than enough share with this ever-continuing phenomenon. The situation changes with every passing day, as it is affected by our effervescently changing political and social status. Religion has played an enormous role in the matter, as did politics, economy, and social standards. Women’s rights have increased and decreased soon before it was satisfactory enough. This continues and will continue to happen until women find themselves satisfied in our men-driven society. In order for one to judge the current and possible future status, we must understand the past and how women’s rights evolved to become where it is right now. 2. Before Islam Women before the dawn of Islam had practically no legal status in opposition to the traditional and standard tribal laws. Their own fathers sold them to their husbands or legal guardians; they had no choice in the matter and could be left at anytime according to the spouse’s will. They had no private property or...
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