Rohm and Haas (A): New Product Marketing Strategy

Case Solution

V. Kasturi Rangan, Susan Lasley
Harvard Business School ()

Joan Macey, Rohm and Haas market manager for metalworking fluid biocides, noted that sales of the new Kathon MWX biocide were completely disappointing. This was all the more puzzling given that sales of its other product, Kathon 886 MW, a liquid biocide used only in bulk tanks, developed on schedule and maintained a steady 30% market share. In May 1984, about five months after the new product was launched, Joan Macey revised her overall marketing strategy to bring Kathon MWX sales closer to her target. The sales and communication strategies for the new product were of particular concern to him.

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