Lack Customer Awareness on Features of the Product

3. Lack customer awareness on features of the product

Soren did not have good awareness on their company for the consumers, residential pool owners. Coracle was completely new in the market, consumers did not know about the advantages and benefits. Most residential pool owners did not realize the value of Coracle relative to other clarifiers. Lack of awareness among Pool Owners makes customers happy with pool looking clearer and hence get satisfied with compromised products at lower price.

In order to create awareness on features of the product, Soren must provide a good advertising strategy, active sales force working to educate both distributors and end-users about the benefits of their product and services. This approach develop Soren’s brand presence. Buyers are not technically educated and they are not worried about safety inspections. Soren can make the awareness through advertisement, provide free water test, experiments or even through event to emphasize on aesthetics and perceived cleanliness. If financially possible, promotions should be offered to pool service professionals and specialty retailers- send them free samples to try out when they provide pool-cleaning services. This provides for opportunities to focus on brand investment and make Soren more attractive to retailers, service providers and ultimately the pool owners.

During the initial process of brand building and promotional drives, Soren Chemical should setup booths in retail stores to demonstrate the effectiveness of the product and the ease of using it. This would be a good means to personally connect with private pool owners and professional service providers to build a brand reputation. It will also be an opportunity to personally educate the 75% of pool owners who do not understand or use clarifiers.

On determining the products value proposition and the consumer’s perception of a clarifier, Soren will need to educate customers