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New Product Marketing Strategy (Spanish version)

Reference: HBS-502S09
Year: 1984
Number of pages: 16
Geographic Setting: Pennsylvania
Publication Date: Aug 8, 2002
Fecha de edición: Mar 24, 2000
Source: HBSP (USA)
Type of Document: Case
Industry Setting: Chemicals

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Description

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

Marketing channels Marketing strategy New product marketing Product development