On May 15, 2005, Geeta Sridhar, Market Manager for Metalworking Fluid Biochemicals, at Shah & Sons, was reviewing distributor purchases of SuperBio, a new biochemical that killed microorganisms in metalworking fluids. She found that total sales to distributors for the first five months were 74 boxes against the full year target of 1,350 boxes. According to Sridhar SuperBio was a great product specifically designed to meet consumer needs. Shah & Sons was a large chemicals company which had originated in Gujarat, India but had now established a significant presence in USA which was its largest market Sridhar was responsible for the marketing of Biochem+, a liquid biochemical used in large metalworking fluid tanks (above 1,000-gallon capacity), in USA. Biochem+ was a powerful biochemical, and very small quantities were sufficient to treat large tanks. Because of its low-use level, Biochem+ was not suitable for smaller-capacity tanks, and SuperBio was developed specifically for use in tanks with less than 1,000-gallon capacity