Essay About Kailan Mw And Manufacturer-Formulators-Water Parks

About Soren Chemical Company
About Soren Chemical Company
Founded in 1942, generated revenue of $450 Million in 2007
Over 350 products, wide range of Industrial chemicals and water-cleaningsolutions
Kailan MW and Coracle are two types of water-clarifiers.
Historically Company had concentrated on B2B sales but now it is investingselectively in developing products for consumer markets.
About Kailan MW and Coracle products
Kailan MW is used primarily for cleaning large commercial pools and waterparks (B2B) while Coracle is used for cleaning residential pools (B2C).
Revenue of kailan MW: $6.1 Million in 2006, 7% growth expected in 2007
Revenue of Coracle: $0.111 Million (in 6 months) against annual target of $1.5Million (85% short of target)
Commercial-Use Clarifier Market Characteristics
Market Size:
$30 Million (2007), relatively mature market
Distribution Channel:
Manufacturer-Formulators-Water parks & Commercial Pools
(Formulators carry full range of pool-cleaning products and provide value-added
services tailored to customer specs)
Key Influencers:
Formulators, water-safety consultants, Pump & Filter mfgs.
Buyer Behaviour:
Professional and understand the use, benefits and importanceof clarifiers for their business. Safety of their customers matters most.
Marketing strategy for Kailan MW
Strong partnership with Formulators.
Sold under “Private Label Brand”.
Product USPs are attacks organic debris which can