Publications
Publications
  • August 1986 (Revised May 1993)
  • Case
  • HBS Case Collection

Rohm and Haas (A): New Product Marketing Strategy

By: V. Kasturi Rangan and Lesley Susan
  • Format:Print
  • | Language:English
  • | Pages:15
ShareBar

Abstract

Joan Macey, Rohm and Haas' market manager for Metalworking Fluid Biocides, found that sales of a new biocide, Kathon MWX, was utterly disappointing. This was all the more puzzling since sales of her other product--Kathon 886 MW, a liquid biocide used only in large-capacity tanks--was well on target and held a steady 30% market share. In May 1984, about five months after the new product was launched, Joan Macey was reviewing her entire marketing strategy with a view to bringing Kathon MWX sales closer to target. Of particular concern to her were the distribution and communication strategies used for the new product.

Keywords

Communication Strategy; Marketing Strategy; Product Launch; Distribution; Performance; Sales

Citation

Rangan, V. Kasturi, and Lesley Susan. "Rohm and Haas (A): New Product Marketing Strategy." Harvard Business School Case 587-055, August 1986. (Revised May 1993.)

About The Author

V. Kasturi Rangan

Marketing
More Publications

More from the Authors