Joan Macey, a marketing manager for Rohm and Haas' biocides for metalworking fluids, showed that sales of new biocides, Kathon MWX, was quite disappointing. This was all the more puzzling, as sales of its other products - Cato 886 MW, liquid biocides used only in large tanks - was well on target and had a stable market share of 30%. In May 1984, about five months after the new product has been launched, Joan Macey revising their entire marketing strategy to bring Cato MWX sale closer to the goal. Of particular concern to her were the distribution and communication strategy for the new product. "Hide
by V. Kasturi Rangan, Susan Lasley Source: HBS Premier Case Collection 15 pages. Publication Date: August 6, 1986. Prod. #: 587055-PDF-ENG
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