Subject category:
Marketing
Published by:
Ivey Publishing
Version: 2011-11-21
Length: 11 pages
Data source: Field research
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Abstract
In 2010, An entrepreneur is trying to enter the Canadian market for fuel additives by marketing a product - Force For Earth (FFE) Fuel and Engine Conditioner. FFE is made in the United States and the entrepreneur has the Canadian license for the product. Unlike many competitors in North America, FFE's products have been proven to deliver the benefits stated on the package, but the entrepreneur's dilemma is that every other product in the market claims to offer 'proven' results as well, even though most of these claims are unsubtantiated, false or exaggerated. The entrepreneur's challenge is to understand, from the marketing perspective, the key selling features of the FFE product that would resonate with his target groups. The case is intended to be used in a marketing positioning class and also in entrepreneurship. Students learn how to assess the current image of a class of products and develop an appropriate market entry strategy for a new competitor.
About
Abstract
In 2010, An entrepreneur is trying to enter the Canadian market for fuel additives by marketing a product - Force For Earth (FFE) Fuel and Engine Conditioner. FFE is made in the United States and the entrepreneur has the Canadian license for the product. Unlike many competitors in North America, FFE's products have been proven to deliver the benefits stated on the package, but the entrepreneur's dilemma is that every other product in the market claims to offer 'proven' results as well, even though most of these claims are unsubtantiated, false or exaggerated. The entrepreneur's challenge is to understand, from the marketing perspective, the key selling features of the FFE product that would resonate with his target groups. The case is intended to be used in a marketing positioning class and also in entrepreneurship. Students learn how to assess the current image of a class of products and develop an appropriate market entry strategy for a new competitor.