Case Study: Arch Chemicals Situation Consumer Products Arch Chemicals, a “spin-out” of Olin Corporation and now owned by Lonza, is a specialty chemicals company whose premier HTH brand was under-performing. Olin invented the category of dry sanitizers with the HTC product line, and dominated the market for decades until a combination of product innovation and channel and brand diversification led to significant competitive pressures and precipitous decline in the market share. The new company’s CEO was committed to driving growth in the water treatment business, and to re- investing in the declining HTH brand portfolio to meet that objective. Once the business strategy was in place and the brand development work was complete, the company was committed to making a significant investment

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