SOREN CHEMICAL CASE ANALYSIS

INTRODUCTION
Case is about the company Soren Chemical and marketing swimming pool clarifies to the B2C market. Initially this company was in B2B. The B2B pool clarifier names Kailan MW and it is sold to Commercial Pools and Water Parks. Kailan MW has USPs like: 1. Attacks organic contaminants which can escape conventional filters 2. Larger effective 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