Subject category:
Marketing
Published by:
Ivey Publishing
Version: 1998-10-23
Length: 19 pages
Data source: Field research
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Abstract
TJ Flood must develop a strategy to bring to market DCF''s patented goalie pad cover concept. Opportunities exist in both ice hockey and the emerging roller hockey markets. DCF must develop a strategy which will interest both retailers and end consumers. The case is designed to give students a workout in putting together a coherent marketing strategy which must consider segmentation, positioning, pricing, product, distribution and promotion. A follow-up case (9A98A019) is available.
About
Abstract
TJ Flood must develop a strategy to bring to market DCF''s patented goalie pad cover concept. Opportunities exist in both ice hockey and the emerging roller hockey markets. DCF must develop a strategy which will interest both retailers and end consumers. The case is designed to give students a workout in putting together a coherent marketing strategy which must consider segmentation, positioning, pricing, product, distribution and promotion. A follow-up case (9A98A019) is available.