Therm Eze
INDEX
S. No. | Title | 1. | Introduction | 2. | Company Background | 3. | Product (Description and Cost Analysis) | 4. | Statistics | 5. | Focus Groups | 6. | Strengths and Weaknesses | 7. | Recommendations | 8. | Conclusion | 9. | References |
INTRODUCTION
* Written By:- William A. Preshing
Denise Walters. * Organization:- Tanner Company. * Product:- THERM-EZE. * Primary Focus:- Segmentation, Targeting, Positioning. * Secondary Focus:- Channels and Channel Management, Pricing Strategy. * Task Identification:- To Develop a Strategy for an unchanged market.
COMPANY BACKGROUND
Mr. Tanner owned the Tanner Company, which operated three businesses in western Canada – a peat moss company, a mini-warehouse operation, and a landfill site. While attending a new business seminar, he met the inventor of Therm-eze and, after considering investigation, paid $250,000 for the Canadian manufacturing and distribution rights. Mr. Tanner also obtained a patent on the product in Canada which would last 17 years. Shortly after obtaining the rights to Therm-eze, Mark Tanner hired Richard McKay as a salary of $40,000 per year as the marketing manager. He had extensive sales experience, including the introduction of a number of new products to the Canadian market. Mr. McKay's first assignment was to conduct an analysis of the market potential for Therm-eze.
PRODUCT (Description and Cost Analysis)
* Three different sizes: 8” X 18”, 8” X 8”, 4” X 4”. * It was planned in two different temperature settings: 117 and 130 degrees F. * The Pad could be reused by Autoclaving it in Chemicals. * Usage of Felt Covers for preventing rapid loss of heat.
* How It Works?
Thermo-Pad is a heat storage device that utilizes the science of super cooled fluids to produce heat. If you have ever watched a cold bottle of pop freeze when opened, you have experienced the instant phase change of a super cooled
S. No. | Title | 1. | Introduction | 2. | Company Background | 3. | Product (Description and Cost Analysis) | 4. | Statistics | 5. | Focus Groups | 6. | Strengths and Weaknesses | 7. | Recommendations | 8. | Conclusion | 9. | References |
INTRODUCTION
* Written By:- William A. Preshing
Denise Walters. * Organization:- Tanner Company. * Product:- THERM-EZE. * Primary Focus:- Segmentation, Targeting, Positioning. * Secondary Focus:- Channels and Channel Management, Pricing Strategy. * Task Identification:- To Develop a Strategy for an unchanged market.
COMPANY BACKGROUND
Mr. Tanner owned the Tanner Company, which operated three businesses in western Canada – a peat moss company, a mini-warehouse operation, and a landfill site. While attending a new business seminar, he met the inventor of Therm-eze and, after considering investigation, paid $250,000 for the Canadian manufacturing and distribution rights. Mr. Tanner also obtained a patent on the product in Canada which would last 17 years. Shortly after obtaining the rights to Therm-eze, Mark Tanner hired Richard McKay as a salary of $40,000 per year as the marketing manager. He had extensive sales experience, including the introduction of a number of new products to the Canadian market. Mr. McKay's first assignment was to conduct an analysis of the market potential for Therm-eze.
PRODUCT (Description and Cost Analysis)
* Three different sizes: 8” X 18”, 8” X 8”, 4” X 4”. * It was planned in two different temperature settings: 117 and 130 degrees F. * The Pad could be reused by Autoclaving it in Chemicals. * Usage of Felt Covers for preventing rapid loss of heat.
* How It Works?
Thermo-Pad is a heat storage device that utilizes the science of super cooled fluids to produce heat. If you have ever watched a cold bottle of pop freeze when opened, you have experienced the instant phase change of a super cooled