Case Analysis on Rohm and Haas
The Market survey conducted by Rohm and Hass revealed that one of the main demands from the customer was the need to reduce odour and the propensity to develop dermatitis. Customer awareness that Kathon MWX can effectively meet this demand is virtually nil despite the advertising communicating that a feature of Kathon MWX is that it reduces or eliminates odour, and bacteria and fungi that cause dermatitis. This would also reduce the need for end-users to purchase detergents to add to metalwork fluid.
Although Kathon MWX is highly effective at extending the life of metalworking fluid, this benefit was not realised as a primary motivator for end users to buy the product according to the market survey. Advertising supporting the initial launch did not adequately present this benefit, despite this being the primary benefit as seen by Rohm and Haas. Once this benefit is realised by end users, one can assume that this will become one of the primary motivators for buying the product.
These features combined in one product more than meet the demands of the customer compared to other products currently available, and given the highly favourable comparative pricing of Kathon MWX to its competitors, the product represents considerable value added for the end user.
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