Soren Chemical

Soren Chemical

Why is the residential product line of Soren Chemical, Coracle, sinking despite the sizable market of 9 million residential pools in the U.S. with an estimate of 40-65% market availability? With a significant size of available customers, an annual sales target of $1.5 million seems realistic being that cost for production, distribution, and consumption of the pool chemical is relatively in between compared to other brands. Under one name, both products differ in both the distribution and sale. Kailan MW goes through the formulators which distributes and creates promos associated with the product to all channels of the pool chemical industry. This approach is cost efficient and can easily penetrate the target market of the large bather loads that the product is intended for. Coracle on the other hand is passed through wholesale distributors through several channels which led to the residential pool owners. This in turn became more costly to distribute to be able to reach the target market. Coracle is priced very well for the consumer and the producer, being nearly in the middle price range among the three other competing brands in terms of cost and price. Having low consumption for maximum returns as a product it is very worth it plus it is also cheaper in terms of both price and usage compared to the preferred leading brand.

The main problem of Coracle is the marketing of the product to the residential pool owners. Despite the fact that they also cater to Professional cleaners, the majority or 80% of residential owners prefer to do the cleaning on their own and for the purpose of aesthetics and appeal, compared to the more important aspect of cleaning which is safety and hygienic purposes.

One alternative for this problem would be to create a marketing campaign targeting the safety and hygienic purposes of pool cleaner, that clean-looking doesn't necessarily mean safe. Being one of the best pool cleaning chemicals out there they could create a...