Irwin Sport Case Study

Situation Audit

The newly appointed Director of Marketing for Irwin Sports, Mr. Greg Anger has been assigned to create the 1996 – 1997 communications strategy for the company's two newest products, Ice and Inline Cover Ups for goalies. It is June 6th 1996, and the annual budget meeting is scheduled for June 27th 1996. (Three weeks away)

Problem Statement

Mr. Greg Anger as the Director of Marketing for Irwin Sports must introduce a marketing communication strategy for Ice and In-line Cover Ups for goalies. Two of the major challenges facing Mr. Anger are the two different major geographical marketing areas; Canada and the United States, and the introduction of an innovative product that is very new to the marketplace. In addition, he has a capital constraint of $115,000 to choose the best communication strategy.

SWOT ANALYSIS

Strengths

 Irwin Sports is a division of the Irwin Toy Corporation which is a well established company with major distribution channels for leading brands of sports equipment.

 Irwin Sports distributes its products in the U.S. ( 2,200) Canada ( 1,200 retailers) and 35 five other countries.

 Irwin Sports is considered one of the ‘channel captains'.

 The Ice and In-line Cover Ups for goalies is a patented product with no direct competition.

 The product is unique – lightweight, durable, could be attached and removed quickly, and provides a lot of benefits for goalies, main of them are performance and stile.

 The company conducted a serious market research and can use the results to make the best decision.

 The company has already participated in several shows to promote the product and obtained valuable feedback buyers, consumers, professionals and media.

 The company obtained an order from the Sport Authority, a large American sporting goods chain, which is going to test both versions in its 5 Canadian outlets. In addition, by June 1996, IS has already received orders from 48 independent retailers from across the US.

 IS signed eight NHL players to wear one of the products in the WinnWell line for the 1995-1996 season. Covers Ups belongs this line too, and NHL players are role model for other hockey players, and are very important for establishing equipment-usage trends.

Weaknesses

 Irwin Sports is embarking on a new and untested marketing strategy of ‘price skimming'. (Existing of a lot of concerns from potential consumers about price).

 Ice Cover ups are limited to medium and large sizes, which constricts the market to individuals over the age of 14 and there are only 3 color combinations.