Soren chemical:

Why is the New Swimming Pool Product Sinking?

Presentation by APO 1:

Shubhankar Das

Pranav Khanna

Saptadeep Ghosh

Anmol Verma

Kartik Agarwal

Kriti Goel

Anusha Harikumar
PROBLEM STATEMENT

Re-evaluate the go-to-market strategy for Coracle

REASONS FOR POOR PERFORMANCE
Lack of Customer Awareness
Most pool owners did not fully understand the
safety and cost-saving benefits of coracle
Weak Brand Image
Formulators used to sell Kailan MW under a
private brand name which led to a weak brand
image in the mind of end consumer and
distributors
Inexperience of Consumer Market
Low Margin Policy
 Only 30 % respondents recalled receiving
Coracle
 Nearly 20% stated that Coracle had not
been offered by their distributors
 Distributors typically had 20% gross
margin. Wholesale distributors expected
to maintain a 30% margin in selling and
retailers and service professionals usually
took a 15% gross margin
Lack of competitor knowledge
SOLUTIONS
Create customer awareness on the product
 They must provide a good advertising strategy, active sales force to educate both distributors and end-
users about the benefits of their product and service
 They can create awareness through advertisement, provide free water test, experiments and emphasize
on perceived cleanliness
 To set up booths in retail stores to demonstrate the effectiveness of the product
 They need to educate customers and align their perception with the values the product is providing

Revise Gross Margin for distributors and retailers

 They should try selling limited range to Walmart and DIY retailers
 Offering distributors with higher profit margin that will allow them to promote and sell Coracle to
retailers
 They need to re-negotiate with wholesale distributors about gross margin of 20% instead of their
expected 30%
SOLUTIONS
Review Promotional Strategy
 Make a clearer message on its competitive advantage while promoting
Branding
 They have to create demand from the customer side that will force wholesalers and distributors to
provide the product
 Need to increase the marketing budget to run advertising in industry publications
Widening Channel Distribution
 Widen channel distribution through online, pool service professionals, retailers, wholesalers and even
direct selling and mass retailers-pool owners
 The channel distribution must first gain knowledge on the information and the benefits of the product
RECOMMENDATION
Increase Consumer Awareness:
1. Understand consumer behaviour
2. Customers need to know what differentiates Coracle from competitor products:
Long term economic benefits of using Oracle and removing the perception that it’s an expensive product
It reduces the usage of other cleaning chemicals by 20-30%
3. Steps to address Pool service professionals
By using Coracle their periodic maintenance visits to the pool will reduce and chemical usage will decrease which will
save money, time and increase their profits margin
4. Steps to address the residential pool owners:
Highlight following things: (i) less monthly treatment (ii) Save cost upto $100 annually (iii) Reduces
chlorine consumption
RECOMMENDATION

Distribution:

 Increase the margin to motivate distributors and convince them there is more profit revenue

 Negotiate with wholesale distributors about gross margin of 20% instead of their expected 30%

 Consumers will save in comparison to competitors

THANK
YOU