Lfararat

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Solution Soren Chemicals
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Category: Business
Autor: moto 01 April 2011
Words: 2216 | Pages: 9
Q1. What is the case about?
A1: Marketing Swimming Pool Clarifiers to the Business and Consumer market.
Q2: What is the name of the B2B chemical and to whom is it sold?
A1: The B2B Pool Clarifier is names Kailan MW and it issold to Commercial Pools and Water Parks.
Quantitatively, to pools larger than 1 Million Gallons.
Q3: What are the USPs of Kailan MW.
A3:
- Attacks organic contaminants which can escape conventional filters.
- Larger effective period.
- Lower quantity required. One gallon for 500,000 gallons of water.
Q4: What is the size of the market size in which Kailan MW competes, what is the marketoutlook
like and what is the current market share of Kailan MW?
A4: 300,000 commercial pools.
1,000 water parks.
$ 30 Million in revenue.
Market is projected to grow by 7% to $32.1 Million in 2007.
$ 6.1 M / $ 30 M = 20% market share in 2006.
Q5: What drives the demand for commercial pool clarifiers?
A5: Demand is driven by:
- Number and size of commercial pools.
- Number and size ofwater parks.
- Increase of decrease in bathing load (No. of swimmers per unit time)?
o Population increase / decrease (natural and by immigration)
o Changes in lifestyle and habits.
o Climate change.
IMPLICATION: Demand for Commercial Pool Clarifiers is Derived in Nature.
Q6: What are the needs of Commercial Pool Owners and Water Park Owners for buying pool
clarifier chemicals?
A6: - Concernfor swimmer safety
- Minimization of health issues and water borne skin diseases.
- Implications?
- Bad publicity and image leading to loss in revenues.
- Failure to maintain safety certification since periodic audits are done.
- Problems with 3rd party liability insurance.
- Chances of litigations and lawsuits.
IMPLICATION: Their concern is for the effects that the wrong choice will have onthe business. The
consequences of taking a wrong purchase decision are high.
Q7. What is the buying behavior of customers for Kailan MW? (FIGURE A)
A7: Commercial pool owners and water park owners usually buy from formulators especially on the advice
of equipment builders, safety inspectors and maintenance personnel. Formulators make sure that they have
the right kind of relationships andinfluence to get customers to keep their brand at the top of their mind.
Buying personnel are mostly professional and understand the use, benefits and importance of clarifiers for
their business. It is an involved buy for commercial pool owners and water park owners since the safety of
their customers matters a lot to their business. Formulators in some cases do not even sell Kailan MW with
thebrand mentioned.
IMPLICATION: The buying behavior of the commercial market is professional in nature, they have
people who understand the performance benefits of the product.
Q8. What value do commercial pool owners get while buying from formulators?
A8: - Formulators provide customized SKUs (They break bulk and can sell odd quantities)
- Provide entire suite of products / maintenanceservices, tailor-made for individual entities
according to pool size, bathing load, pool system and regional climatic conditions. They sell
solutions not products.
- Work with equipment builders, safety consultants and filter manufacturers to develop
optimum, cost-effective programs.
IMPLICATION: Commercial market is buying much more than the product from formulators, they
are buying a completepackage composed of products and services both. Nature of buying/selling is
high contact and relational.
Q9: What is the size of the residential pool market?
A9: Market Size at Retailer Price:
9 Million Residential Pools x $ 50 (Annual Treatment Cost per Pool) = $ 112.5 Million at Retail.
Manufacturer Prices are 60% of Retail Prices, so $ 67.5 Million is the market size for the
manufacturer....