The potential market for individual tank biocides like Kathon MWX is about $20 million, and is composed mainly of 150,000 small sized companies with metalworks fluid reservoirs ranging in size from 50-1000 gallons. Sales for the current year (first year of product launch) were expected to be around $0.2 million, but 5 months after the launch of the product, only $12,000 of sales have been recorded. Rohm & Haas already has significant penetration in the biocides for the large reservoir segment with its product Kathon 886 MW. However, the market for biocides for small reservoir segment is at an early stage with very few players, and low awareness among potential customers. It is safe to say that Rohm & Haas has to create demand for not just its own product but the overall segment, i.e., biocides for the small reservoir metalworks fluids. They also need to educate their customers on benefits of the MWX product. Customer Analysis Customer Segmentation and Target Market Selection: The market for biocides consists mainly of large and small metalworking companies that use metalwo......

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