Recommendations It is recommended that more marketing effort and resources to be utilized to promote Kathon MW in the following ways: Pricing: A minimum price of $ 5.68/gallon needs to be charged, so that formulators get higher margins on Kathon MWX, a maintenance product which due to its fluid-life-extension properties will cannibalize fluid sales. Distribution Channel: The present distribution channel should be used, as a new one will be costly and adversely affect Kathon 886 MW as well. The formulators and the sales force need to be educated about the benefits of the product. Promotion: Advertising should focus on the benefits in terms of cost-savings of the metal concentrate, disposal costs, and reduction in rancidity, dermatitis, cost benefit analysis of household disinfectants and maintenance biocides. Product demonstrations with free samples can be provided. A follow-up survey for customers using free samples and a call back system needs to be developed.