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
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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)
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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
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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
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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
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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
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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
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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
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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
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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
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