...Soren Chemical: Why is the new swimming pool product sinking? GROUP 5 - CHANDAN SHARMA, RAVI KUMAR MYLAREPA, 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...
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...Case: Soren Chemical 1. How do the needs of pool professionals and residential customers differ? ● Pool Professionals o Cloudy water in the commercial market were waterborne disease and swimmer safety o (Typically bought supplies from the wholesale distributors) ● Residential Customers o Emphasized aesthetics and perceived 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...
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...Soren are relatively inexperienced with marketing consumer-oriented brands whereby they have to handle directly with wholesalers and also market to retailers, pool service professionals 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...
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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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...------------------------------------------------- Student Name Soren Chemical: Why Is the New Swimming Pool Product Sinking? When the initial annual goal of $1.5 million was set, it seemed to be realistic. Of the 9 million residential pools in the United States, 80% maintain their own pools providing 7.2 million pools in the market who are maintained by the owner. Additionally, the other 20% who do not maintain their own pools use some sort of service professional, and while they are not purchasing cleaner on their own, these 1,800,000 pools are still using clarifiers and these too are still potential customers. With around 60% of the clarifier market share occupied by Keystone, Kymera and Jackson Labs, 3.78 million pool owners are using the big three products. This leaves 2.52 million pool owners not currently committed to a brand. SWOT ANALYSIS Strengths -Well 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 ...
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...Product OverviewCoracle is a water clarifier for small recreational 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...
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...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...
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...Although Soren Chemical has had success in the recreational pool clarifier market, the 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...
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...Kierkegaard vs. Nietzsche Soren Kierkegaard and Friedrich Nietzsche are known to be two of the greatest nineteenth century existentialists of all time. Existentialism is a philosophy that emphasizes the uniqueness and isolation of the individual experience in a hostile or indifferent universe. It regards human existence as unexplainable, and stresses freedom of choice and responsibility for the consequences of one's acts. Soren Kierkegaard and Friedrich Nietzsche both felt that life is irrational. They were problem thinkers who chose not to follow the systematic approach to philosophy as their predecessors did. In this regard, they stood on common ground. Both realized that no system of philosophy operates in isolation of its creators inherent prejudices. Any subjective viewpoint is biased; therefore, objectivity is impossible in any moral example. They both recognized that God no longer exists in religion in present-day expression. Men and women go about their daily lives in a manner irreverent of the possibility that there is an all-powerful God governing their affairs. Surprisingly, they proclaim their devotion to God when questioned about it. However, in their attempts to resolve this moral affliction Nietzsche and Kierkegaard are different in their quest for a cure. The very foundations of their moral constitutions were built upon conflicting ideologies: Kierkegaard put his in Christianity, while Nietzsche’s in individualism and self-determination. Kierkegaard...
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...Kierkegaard felt that subjective reflection was more crucial to the individual life than objective reflection, because subjective reflection focuses on passion and human existence rather than logic and impersonal truth. The objective world is the world of facts and truth, independent of the perceptions of humans. Objective reflection focuses on what actually is, in the real world. Objective reflection centers on the things and ideas in the world that give meaning to life. The subjective world is the world of human thoughts, feelings, and perceptions. It focuses on the relationship between people and their thoughts, feelings and perceptions, in respect to their lives. It centers on how meaning in life is viewed subjectively, or how humans find meaning in their lives. To Kierkegaard, subjective reflection is the relationship to what a person values in life. One major difference I noticed in the reading, between the objective and subjective realms, is in regards to 'being' versus 'becoming'. Kierkegaard stated, “the objective world is as it is: being”. The subjective world is always 'becoming' something else through internal conflicts and struggle. However, the latter difference then creates a chain, as another difference arises between the two realms. The objective world is based in reason, while the subjective world is based in passion. Kierkegaard believed that subjective reflection is the key understanding meaning in life. In a sense, he complains about the...
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...Chantae Irvin April 17th, 2016 Kierkgaard’s “3 Stages of Life (Aesthetic, Ethical and Religious) Soren Kierkegaard (1813–1855) emphasizes the stages of life’s way which includes aesthetic, ethical and religious. It is essentially stated that all persons pass through the three stages to come into themselves. However, the idea of aesthetics, ethical and religious matters does not always coincide with one another. These things all potentially hold different characteristics and are developed differently in each individual. Nonetheless, they will essentially conflict with one another as Kierkegaard describes their stages in a fictitious manner. Kierkegaard makes it rather intense to give his own particular standpoint on the stages of life, and he does not decree answers. On the other hand, he encourages individuals to make their own conclusions. My theory is that the stages on life’s way including aesthetics, ethical and religious stages are the infinite developments on life’s way for all individuals. However, these stages are not emphasized to have had chronological order. They are uniquely criticized differently as they all are developments of life’s way. These three stages were composed for everyone to analyze and evaluate their own situations distinctively. The answer to the three stages of life does imply the individual interpretation on particular stages rather than someone else’s interpretation. In theory, the uniqueness of aesthetics, ethical, and religious stages are...
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...Existentialism rejects the existence of any source of objective, authoritative truth about metaphysics, epistemology, and ethics. Instead, individuals are responsible for determining for themselves what is “true” or “false,” “right” or “wrong,” “beautiful” or “ugly.” For the existentialist, there exists no universal form of human nature; each of us has the free will to develop as we see fit. Existentialism is the most individualistic of all modern philosophies. Its overriding concern is with the individual and its primary value is the absolute freedom of the person, who is only what he makes himself to be, and who is the final and exclusive arbiter of the values he freely determines for himself. Great emphasis is placed on art, on literature, and the humanistic studies, for it is in these areas that man finds himself and discovers what values he will seek to attain. Existentialism represents a protest against the rationalism of traditional philosophy, against misleading notions of the bourgeois culture, and the dehumanizing values of industrial civilization. Since alienation, loneliness and self-estrangement constitute threats to human personality in the modern world, existential thought has viewed as its cardinal concerns a quest for subjective truth, a reaction against the ‘negation of Being’ and a perennial search for freedom.. The evaluation of existentialism has been quite negative. Some even view it as an anti philosophical...
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...Albert Camus was a French-Algerian writer best known for his absurdist works, including The Stranger (1942) and The Plague (1947). He won the Nobel Prize for Literature in 1957. Early Life Albert Camus was born on November 7, 1913, in Mondavi, French Algeria. His pied-noir family had little money. Camus's father died in combat during World War I, after which Camus lived with his mother, who was partially deaf, in a low-income section of Algiers. Camus did well in school and was admitted to the University of Algiers, where he studied philosophy and played goalie for the soccer team. He quit the team following a bout of tuberculosis in 1930, thereafter focusing on academic study. By 1936, he had obtained undergraduate and graduate degrees in philosophy. Political Engagement Camus became political during his student years, joining first the Communist Party and then the Algerian People's Party. As a champion of individual rights, he opposed French colonization and argued for the empowerment of Algerians in politics and labor. Camus would later be associated with the French anarchist movement. At the beginning of World War II, Camus joined the French Resistance in order to help liberate Paris from the Nazi occupation; he met Jean-Paul Sartre during his period of military service. Like Sartre, Camus wrote and published political commentary on the conflict throughout its duration. In 1945, he was one of the few Allied journalists to condemn the American use of the atomic bomb...
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... Existentialism is a philosophical hypothesis or approach that stresses the existence of the identifiable individual as a free and capable executor deciding their own particular advancement through demonstrations of their intention. Existentialism is exposed when the characters impersonate a self-image of their, yet they soon deference their own representation with their actions. Existentialism is a theme of a play called “ Seven Stories” by Morris Panych, in this play each characters claims to content a personal which is not supported by their actions. Rodney and Charlotte have an affair together but on the other hand they try to kill themselves. Nurse Wilson participate through out the play in order to let the man suicide. Lastly Micheal is a fraud doesn't think of anything and listens to himself. Rodney and Charlotte claims that they both in a love relationships but through out the play it shows how they are so desperate to kill each other. “ You're Quite unattractive when you're dying. Did you know that Charlotte?.(pg 7) Rodney. Here it shows how Rodney existentially Rodney wants to let other now that how he really hate Charlotte even though they love each other “ I am not threatened by you in the least” (pg 10) to Man. It shows how strong is she even though shes being harassed Existentialism means is to live as independent but shes having so many difficulty of living with a guy who she loves that doesn’t respect her. “Oh good heavens. That would Be much too Quick for...
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...Kierkegaard I. Introduction a. Attention Getter: How do we know which direction to take in life? If there formula to how we go by in our daily lives? Do we still do the same things we did a year ago? How about 5 years ago? Now make it 20 years ago. Doing something when we were younger seemed so exciting, so energetic. Now it’s just a normal routine. Wake up, eat breakfast, go to work/school, come home, study, eat dinner, shower, and sleep. What does our future hold for us? Are we going to be the same way? b. Thesis Statement: That’s why I believe Kierkegaard’s stages on life’s way is a good guide to reference too when wondering what are you doing with your life, and what may be in store for you in the years to come. c. Points: i. The Aesthetic Stage (Partying it up –Bored) ii. The Ethical Stage (Repetitive - Habitual) iii. The Religious Stage (Life of faith – Leap to GOD) II. Body d. The Aesthetic Stage: This stage consists of not really having any direction or purpose but pleasing oneself to take away the boredom in one’s life. This doesn’t just mean buying a new car or the latest clothes. It includes desires of the flesh as well as financial greed. Any type of thing that could please you in any way, from bully kids when you are young, to stealing stuff from stores. iv. Individual known: Lindsey Lohan. 1. After her child breakout movies she was constantly in the media...
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