ANALYSIS OF

SECTION
EDDIEC(146) || RAJASI (169) || ISHAAN (150) || NISHIMA (160) || RASHI (170) || SUDHANSHU
GROUP
(180)C 05

Soren Chemical Market Size

Target market of Coracle is small recreational pool and household swimming pools
Size of the target market is 9 Million pools and all are regularly maintained and 7.2
million are maintained by owners
There were three main competitors of Coracle and all had around 15%- 20% market
share
To fulfil the $1.5 million sales target Soren Chemicals had to sell 100,807 units.
Soren Chemicals budgeted only for 1.344% of total market so the sales are reasonable
No of pools
Regular Maintained

Out of total only 25% owners regularly maintain the pool

Total Budgetes Sales

Price
No of Units required to Sell

9000000
2250000

1500000
14.88
100806.4516

Monetary Advantage of Coracle

Company

Cost per
treatment ($)

Number of
Monthly
treatments

Monthly Cost
($)

Annual Cost,
Retail Price
($)

Soren Chemicals

$3.91

$7.81

$39.06

Jackson Labs

$3.71

$15.0

$75.00

In terms of
effectiveness,
the only
competitor was
Jackson Labs
with ClearBlu

Emphasize on
the reduction
of pathogens
like E.coli and
cryptosporidiu
m

Highlight the
fact through
advertising
that Coracle is
the most
potent
chemical
available at
the cheapest
price

Offer sales
based
incentives to
distributors to
encourage
stocking

The price to
benefit ratio is
in favor of
Soren
Chemicals as
Coracle
provides 20%30% reduction
in chemical
costs as
compared to
approximately
15% by
ClearBlu

Why is Soren Chemical struggling to sell Coracle?

Inability to attract distributors and retailers They were already selling other clarifiers from other brands
which offered higher margins compared to Coracle. This is one of the reasons why they offered less shelf
space and were not motivated to aggressively sell the product
Inefficient marketing strategies
a. As indicated in the case, 30% of the respondents recalled receiving the Coracle materials that Soren
Chemical had sent in response to their inquiries. Furthermore, 70% of the respondents stated that their
distributors had not offered Coracle. All these suggest that Coracles sales team did not do sufficient work
before they introduced the Coracle clarifier in the market which probably weakened their sales revenue
b. Consumer market of residential pools emphasized more on aesthetics and perceived cleanliness. This was a
challenge faced by Soren Chemical to introduce Coracle in the market since they were relatively
inexperienced with marketing consumer oriented brands as they had always been into commercial market
. Inability to create value proposition of the product in the minds of the consumers Rather than focusing more
on the advantages of Coracle, the product launch focused more on the performance advantage of trapping
dangerous waterborne pathogens such as E.coli and cryptosporidium. Thus the consumers could not relate to
the benefits of the product

Action Plan for Coracle

Aggressive advertising campaign, hence increasing the
marketing budget

Convince the
distributors and
retailers to push
Coracle

Concentrate to
Marketing the
increase the price a
product for pool
little, so that
professionals, so
Coracle comes in
that they are made
power with its
properly aware of
competitors, hence
Coracle and its
increasing its
benefits
market value