Soren - notes PDF

Preview

Summary

notes...

Description



Why is Soren Chemical struggling to sell Coracle? The lead reason for Soren Chemical struggling to sell Coracle is the disappointing market result (only made less 10% of budgeted sales). There are few reasons for the disappointing result thought. Firstly, Soren Chemical had focused on b2b market instead of b2c, thus they are fairly new and inexperienced. Secondly, the competition in consumer market for that product is strong. There are 3 known brands and every each of them takes 15-20% of market share. Also, the marketing communication strategy is less efficient (in my opinion), where the communication strategy concentrated only on professionals and specialty retailers by giving press and website. However, the intention Soren Chemical made was opening consumer market, but they didn't touch with customers directly.



What would you recommend Soren do to increase sales of Coracle? ; Meaning, should the company adopt a push or a pull marketing strategy? Why? I would suggest Soren to go with a pull strategy. According to the case, although the marketer thinks that it is an opportunity for them to entre the consumers market, there are already few brands on the market and they are known and take large part of the market share. That means there are more options for distributor and limited shelf space. Thus, introducing a new brand become more critical to win over and expand the market. I would recommend pull strategy.



List three marketing communications tactics that will be part of type of campaign you selected above. 1. Creating brand image: By using display ad with Adwords or other SEM methods. 2. Mailing: having an individual pool means the person owns the property. It makes sense to implement mailing to reach to our customer. 3. Mass media: bring the importance of cleaning their pool correctly and efficiently is important. The key of doing so might be missing and there’s a need for the pool own to acknowledge that....