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  • April 2010 (Revised November 2011)
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Soren Chemical: Why Is the New Swimming Pool Product Sinking?

By: V. Kasturi Rangan and Sunru Yong
  • Format:Print
  • | Language:English
  • | Pages:8
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Abstract

Topics include distribution channels, pricing, and new product marketing. Jen Moritz, the marketing manager for Soren Chemical Co. is struggling with the poor sales performance of Coracle, a new clarifier for residential swimming pools. The performance is puzzling because Coracle is chemically similar to another Soren product that has sold well for treatment of larger pools. Soren distributes the other product B2B through "chemical formulators" serving the commercial pools market -- but Soren uses wholesale distributors to sell Coracle. Given the slow start in establishing Coracle as a consumer brand, Moritz suspects that the go-to-market strategy may be flawed, but she is unsure where the problem lies; she examines channel strategy, distribution partners, the Coracle pricing scheme, the threat of competitors' offerings, and other potential problem sources.

Keywords

Marketing Mix; New Product Marketing; Pricing; Branding; Price; Marketing Strategy; Marketing Channels; Product Launch; Brands and Branding; Communication Strategy; Chemical Industry

Citation

Rangan, V. Kasturi, and Sunru Yong. "Soren Chemical: Why Is the New Swimming Pool Product Sinking?" Harvard Business School Brief Case 104-188, April 2010. (Revised November 2011.)
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About The Author

V. Kasturi Rangan

Marketing
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Related Work

    • April 2010 (Revised November 2011)
    • Faculty Research

    Soren Chemical: Why is the New Swimming Pool Product Sinking? Spreadsheet Supplement for Faculty (Brief Case)

    By: V. Kasturi Rangan and Sunru Yong
    • April 2010 (Revised November 2011)
    • Faculty Research

    Soren Chemical: Why is the New Swimming Pool Product Sinking? Spreadsheet Supplement (Brief Case)

    By: V. Kasturi Rangan and Sunru Yong
    • April 2010 (Revised November 2011)
    • Faculty Research

    Soren Chemical: Why is the New Swimming Pool Product Sinking (Brief Case)

    By: V. Kasturi Rangan and Sunru Yong
    • April 2010 (Revised November 2011)
    • Faculty Research

    Soren Chemical: Why Is the New Swimming Pool Product Sinking?

    By: V. Kasturi Rangan and Sunru Yong
Related Work
  • Soren Chemical: Why is the New Swimming Pool Product Sinking? Spreadsheet Supplement for Faculty (Brief Case) By: V. Kasturi Rangan and Sunru Yong
  • Soren Chemical: Why is the New Swimming Pool Product Sinking? Spreadsheet Supplement (Brief Case) By: V. Kasturi Rangan and Sunru Yong
  • Soren Chemical: Why is the New Swimming Pool Product Sinking (Brief Case) By: V. Kasturi Rangan and Sunru Yong
  • Soren Chemical: Why Is the New Swimming Pool Product Sinking? By: V. Kasturi Rangan and Sunru Yong
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