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Therm Eze Essay

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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 …show more content…

Also he hired Richard McKay an experienced sales person a salary of $ 40 000 per year.
STATISTICS
* In British Columbia, 15.3 per cent of the population has arthritis. That is about 600,000 people * Arthritis and related conditions can lead to death (2 per 100,000 die from arthritis). * Juvenile arthritis (JA) is one of the most common chronic illnesses in Canada, affecting 1 in 1000 boys and girls under the age of 16. * Aboriginal Canadians are harder hit by arthritis, especially older women. (Aboriginal women are affected the most, 70% aged 65 and older live with the disease, compared to 50% of non-Aboriginal women in the same age group.) * Long-term disability accounts for almost 80% of the economic cost of arthritis. People aged 35-64 incurred 70% of these costs. * The direct cost of arthritis in Canada is estimated at $4.4 billion each year.
Therm-eze had an introductory opportunity to slide into the competitors and acquire almost 50% Market Share.

FOCUS GROUPS CONSUMER MARKET:

USES Substitute for other sources of heat. Apply heat to ease the pain. Can be used anytime. Better pain relief from Arthritis.
PRICE
Arthritics patients can afford up to $ 20(CAD).
OUTLET
Drug Store or Departmental store. Guarantee provided by the store as a part of their retail policy.
FEATURES
Portable and Controlled heat. Reusable.

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