In reference to Rohm & Haas case on Kathon MWX. If you were Joan Macy, how would you price this product? How would you request the resources to successfully introduce this product? What training programs would you put in place? What influencers would you work with to get behind this product? Given the 150,000 potential customers what distribution channel would you work with to get in front of these many small customers? How would you communicate with them? How would you communicate the value proposition? How would you train the distributor sales reps and train the end-users? The end-users have on average 11 metalworking machines. What is each potential customer worth on an annual basis? There are the tier 1 distributors who are the formulators, then the tier 2 distributors were the industrial supply houses, and there were 14,327 ISH in the U.S. with possibly 100 supply houses in each major city. These ISH had inside and outside sales people and most distributors use an inside sales person to service small customers, but in addition to metalworking fluids, ISH distributors sell many other items to their customers that increases the total revenue from each customer.

Tier 3 were Machine Tool Shops and there were 3,654 of these in the U.S.

Large industrial companies typically purchased direct and the Kathon MWX is not formulated for these large users.

Would you agree to private branding of this product or is it worthy of carrying the Rohm and Haas name and Kathon brand?

Should the manufacturing cost factor into the pricing of this product? Should R&H set a list price for this product?

At what list price and distributor price would distributors get excited and get behind this?

Does Joan Macy know what she has with this product?