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| Topic: |
Business
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| Number of pages / Number of words: |
4 / 1042 |
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Consequently, since the new product was designed for consumers, it would have been much smarter for Rohm and Haas to market it with a name that would suggest something about the product's benefits and quality as well as be easy for customers to pronounce recognize and remember. Another way an analytical mindset would have benefited the new product's launch was in choosing its distribution channels...
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Another way an analytical mindset would have benefited the new product's launch was in choosing its distribution channels. According to a survey in the case, while customers do purchase metalworking fluids from large national formulators, the majority shop at small, local tool or supply shops. Since this product was seen as a consumer packaged good and was not only competing with metalworking fluid biocides, but also household cleaners, Rohm and Haas should have positioned it that way by making it available in these local stores...
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