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Rohm and Haas (A): New Product Marketing Strategy
The case
Case: Rohm and Haas (A): New Product Marketing Strategy Rohm and Haas (A): New Product Marketing Strategy
Authors: V Kasturi Rangan and Susan Lasley
Institution: Harvard Business School
Ref: 9-587-055
Date published: 1986

Joan Macey, Rohm and Haas' Market Manager for Metalworking Fluid Biocides, was reviewing sales of Kathon MWX, a new biocide that killed micro-organisms in metalworking fluids. The first year target had been 1,350 boxes but after five months, just 74 boxes had been sold. ‘I have a super product, but I can’t sell it,’ she said. Macey knew she needed to review the company’s approach to selling the product, but was not convinced there was a better alternative. ‘Many small users are either unaware or don’t see the need for biocides in their metalworking fluid treatment,’ she added. ‘We do poorly because we do not have enough competition to build primary demand.’ Should Macey stick with the original marketing plan as one colleague advised, or take a completely new approach?

The authors

V. Kasturi Rangan is the Malcolm P. McNair Professor of Marketing at Harvard Business School.

Susan Lasley is now Associate Director, Office of Research Support, Duke University.

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