Rohm & Haas
Rohm & Haas has about 15-20% of the market share in the maintenance biocide market. The remaining 80-85% of the market is distributed equally among the other competitors and hence, signals the lack of a dominant player in this segment. Due to lack of awareness about biocides, customers tend to use substitute products ranging from household disinfectants to bleach to deodorants (i. e basically the no biocide segment) that have seldom shown positive results in effectively containing micro-organism growth. This is also one of the primary reasons for poor performance of Kathon MWX. In the individual systems segment, Rohm & Haas faces direct competition from competitors Angus and from Dow Chemicals. The competitors’ products have been proven inferior to Kathon MWX both in terms of their effectiveness in containing microorganisms and with respect to the cost effectiveness as shown in the Tables below Table 1 Features of Kathon MWX as compared to competitors Product Price to Formulators Price to secondary Distributors Margin for Formulators Retail Price Treatment Retail price for treating 50 G Duration Value created for end users Kathon MWX $1/Pack $2/Pack $1/Packet $2. 2/packet 25G/Packet $. 4. 40 2-4 weeks $40 per packet/ 50-80 G Tris Nitro $4/Pound $7.