Rohm And Haas
Essay by 24 • November 16, 2010 • 275 Words (2 Pages) • 1,627 Views
Rohn and Haas
Customer
Machinist - segmented by networking fluid system
Central Systems
Segmented by metal
Ferrous
Large to small scale
Market $12-16M (78% total)
Kathan 886 MW 15-20% share ($2.45M)
Bacteria levels not critical
Nonferrous
Reservoirs -> 150,000 gal
Market $3-5M (22% total)
Fluid required to be kept bacteria free
Kathan 886 MW 70-80% share ($3M)
Total Market: $18M
Individual Systems
Candidates for MWX
150,000 plants, 1.7M machines
- Customer Survey
o Discard fluid after 3 weeks due to rancidity and dermatitis
o Indifferent to service cost of disposal
o 20% of participants received MWX info packet - Distributors did not help
o Apprehensive about safety, but explanation of technique overcame fears
o Majored sourced from supply houses and tool shops within 30 miles
o Only 50% of users used any product to kill odor-causing bacteria
o None tried MWX
R&H Company
- Strengths
o Margin
o Product - reduces churn
o Market well segmented for 886 MW and MWX (same product/different form)
- Weaknesses
o No brand recognition of Kathon
o Customers don't appreciate problems with tanks
Competitors
- Other chemical manufacturers
o Dow Chemical - competes on maintenance central and standalone
 Dowicil 75
* Good against bacteria and fungi - Ferrous
o Angus Chemical - competes on maintenance central and standalone, also does concentrate
 Sump Saver: $7.75 / pound
* Less effective against bacteria - Nonferrous
* Ineffective against fungi
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