TASK

Joan currently estimates the market value for Kathon MWX and $20 million, not much for Rohm and Haas to get excited about for a company with $2 billion in revenue, but what is the potential market value for this product?

At what point would the company put resources behind this product and provide the needed resources to capture this market opportunity?

Look at Table A, how many metalworking machines are there with individual systems where the Kathon WMX is made for. If you looked the economic value of Kathon MWX packets, the number of packets sold in a year per machine, and you captured 100% of the market, what would it be worth? Add this to the spreadsheet you worked with in module 8, add in this calculation to get to your total opportunity number.

Then what suggestions would you offer to Joan to communicate the value captured with the capabilities of Kathon MWX? What suggestions would you have to train the sales organization in how to sell this product? What tools may you offer to help explain the value proposition? What regulations might you suggest to help sell this product?

READING: Rohm and Haas (A) New Product Marketing Strategy