Rohm and Haas: Kathon MWX
Summary :
Table of Contents
- Introduction
- Pricing
- Promotion
- Place
- Conclusion
Abstract
Since the conception of its new product kathon mwx, rohm and haas has been largely unsuccessful in putting it to the market and achieving target sales. Being accustomed to a marketing strategy appropriate for large industrial buyers, the company has tried to push its new product through this same marketing model, even though its target consumer is much different and has smaller-scale of operations. Banking on the four P's of marketing as a starting point (product, price, place, and promotion), we have analyzed their strengths and weaknesses in the rohm and haas case. Concluding that the product itself is the best on the market, the following observations and suggestions for improvement lie in the areas of pricing, distribution channel (place) and promotional efforts.
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