OPPapers.com

Irwin Sports

Executive Summary

Irwin Sports has a great product with the launch of the Cover Up pad. The key success factors include the lack of competition, the growing market of individuals playing hockey; whether ice or roller, as well as the unique qualities that Cover Up pads have. The problems begin when the issue of price and channeling arise. Even though the issue of price kept re-emerging, Irwin Sports Director of Marketing, Greg Anger stands behind the retail selling price of $195.00 and $179.00 for Ice and In-line Cover Ups respectively. This price is still very much reasonable in comparison to the alternatives of buying new or used pads or painting and repairing older pads. The challenge of channeling is to conquer the Southern United States. The goal is to imprint the WinnWell name into the minds of as many hockey players as possible, especially goalies. This can be done by mass sponsorship to ensure that the WinnWell name will be present at as many functions as possible where perspective customers will be. The Cover Up pad is a product like no other and in order to obtain the recognition it deserves, it will only happen through physical interaction with the customer. The ease and benefits of this product will not be sold in a print ad. The Cover Up pads has to immerse themselves throughout the market in order for people to see how beneficial this product really is. Whether it is amateur hockey tournaments, or the Chicago City Fair, WinnWell representation must be present to further expand the Cover Up pads market.


Company/Product Audit

Company Background

Irwin Sports (IS), a division of Irwin Toy Corporation of Toronto, is following a similar marketing strategy to that of Irwin Toy by marketing and distributing many leading brands, Cooper Baseball, as well as its own line of products, the WinnWell line. The WinnWell line is IS's ice hockey equipment line and offers everything except...

Please login to view the full essay...