addressable market size for Coracle? Is the first year goal of $1.5M sales reasonable? Ans. Coracle is one of the clarifiers developed and produced by Soren Chemicals targeting residential pools which have smaller size than commercial pools and water parks‚ that are served by other clarifiers like the Kailan MW produced by Soren Chemicals. Very small quantities of Kailan MW are sufficient to treat large volumes of water but it is unsuitable for smaller-scale applications such as residential pools
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Soren Chemical Why is the New Swimming Pool Product Sinking Company Background * Founded in 1942 by Timothy Soren * Sell : * Industrial-strength cleaning solutions * Industrial chemical for lubricants and fuels * Chemical solution for treating drinking water and wastewater. * 350 products line * 2006 revenue is $450 million. Product Background * Kailan MW Flocculants. (Clarifier) * Flocculants can be thought as chemical nets that works in water
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Soren Chemical: Why is the New Swimming Pool Product Sinking? Case Study Analysis Submitted by Group Introduction Soren Chemicals was founded in 1942 by Timothy Soren to sell industrial-strength cleaning solutions. Since then‚ the company had expanded its focus to include industrial chemicals for lubricants and fuels‚ as well as a range of chemical solutions for treating drinking water and wastewater. Historically‚ Soren Chemical had concentrated on business-to-business sales and placed little
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Soren Chemicals 1. What is the addressable market size for Coracle? Is the first year goal of $1.5 million sales reasonable? (10 points) 2. Why is Soren struggling to sell Coracle? (10 points) 3. What is the highest price Soren can set for Coracle? (7 points) 4. What action plan do you recommend for Coracle? (13 points) Q1. Coracle is one of the clarifiers developed and produced by Soren Chemicals targeting residential pools which have smaller size than commercial pools and water
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Soren Chemical Case Analysis Jaimie DeVries Mark Lesko Katherine Milliken Lori Quintavalle Florida Atlantic University Advanced Marketing Management – MAR 6815 – Online – Fall 2010 Dr. Gopalkrishnan Iyer October 25‚ 2010 Problem Statement Soren Chemical produces industrial strength chemicals‚ cleaning solutions‚ and chemical solutions for treating water. Since it’s founding in 1942‚ Soren has operated as a business-to-business company. They have recently introduced Coracle
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Soren Chemical Case Study Position Statement The main problem‚ as depicted within the case study‚ is the significantly low sales of Soren Chemical’s new product‚ Coracle. Since the sales of the new product were way below what Jen Moritz had anticipated‚ it is apparent that the new product had registered poor performance in the market. The company needs to employ effective market strategies through which it would increase the number of Coracle units‚ which would sold in the subsequent financial
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clarifier. Company overview Soren 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 creating the customer awareness‚ however they tried developing brands for products that had potential in consumer market‚ but had little success. Distribution Network of Soren Soren generally sold its products
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Pricing Strategy Steps in Setting Price: Following are the steps in setting price for a product: 1. Selecting the pricing objectives; 2. Determining the consumers’ demand; 3. estimating costs; 4. Analysing the competitors’ costs‚ prices and offers; 5. Selecting a pricing method; and 6. Selecting the final price. 1. Selecting the pricing objectives: Before selecting a suitable price for a product‚ the marketer is needed to review the company’s objectives. The more clearer the company’s
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discount battle and promising the cost of more staples will soon drop. In this article we can see what the Coles use the marketing concepts of customer wants‚ pricing‚ and satisfaction to the market. Coles’s latest product is more price cuts planned in the next few weeks. It is shown that‚ Coles are using market –penetration pricing strategies‚ setting a low price for a new product in the next few weeks to attract a large number of buyers and a large market share (Kotler et al‚ 2010 p7). Furthermore
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Pricing Strategies The three types of pricing strategies are skimming‚ penetration‚ and competitive. Skimming pricing strategy is defined as a pricing strategy involving the use of a high price relative to competitive offerings (Boone and Kurtz‚ p641). Skimming can be used to introduce a new product slowly. This allows the distribution process to be able to keep up with the market. Sometimes called market-plus pricing‚ intentionally setting a relatively high price compared with prices
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