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 for skates, helmets and goalie equipment. IS recently introduced a brand of in-line hockey equipment called Redline under the WinnWell line. IS mostly targeted high volume sales through big accounts such as Wal-Mart and Zellers with substandard products and equipment. IS distributed most of its products throughout Canada and the US and achieved an international market by offering products to 35 other countries. Approximately 1200 Canadian retailers, and 2200 US retailers carried IS products, however, Cooper baseball accounted for most of the sales.

Product Feature

Ice Cover Ups

IS wants to introduce two new products to the ice and in-line hockey market, Ice and In-line Cover Ups. Ice Cover Ups are goalie pad covers that conform like a second skin to all makes of existing goalie pads, providing a custom look and an extended life to all goalie pads. They are made of lightweight, durable nylon, can be attached and removed quickly and easily, and come in an assortment or colours (red-white, blue-white, black-white). Sizes are limited to medium and large sizes (30"-36") which restricted the market to goalies 14 years old and up with sufficient height (5'4").

In-line Cover Ups

In-line Cover Ups are a spin-off in design, size, and colour, from Ice Cover Ups, but differed in protection. The Cover Ups had strategically placed hard plastic surfaces that give goalies ice-like sliding ability and lateral movement while protecting goal pads from wear and tear. This feature also decreased the energy exerted during play, which also decreased the rise in body temperature from heavily equipped goalies.

Strengths and Weaknesses

Ice and In-line Cover Ups provide many strengths which would benefit Irwin Sports and their consumers. Some of these strengths include:

* Canadian Brand. Canada is synonyms with hockey therefore a Canadian name brand will be both beneficial in Canada and the US due to the high respect for the sport.

* Market Versatility. By marketing to both the ice and in-line hockey markets the IS product will look attractive to goalies of both sports because the inter-changeability of the pads. Goalie will not have to purchase pads separately for both sports.

* Construction and Durability. The lightweight nylon feature allows goalies to maintain their lateral mobility thus allowing them to perform their best on both the rink and on the pavement. Also, due to the substantial friction of pavement, the strategically placed hard plastic surfaces provide, not only protection from wear and tear but also ice-like sliding ability. Further, the Cover Ups could be attached and removed quickly and easily as the Cover Ups are compatible with all makes and brands of pads.

* Colour. Due to team trades and new seasons, professional and minor goalies are always changing jersey colours. By creating three common colour options for goalies, IS has created new ways for goalies to maintain their new goalie pad look as well as matching uniforms at a minimal cost compared to new pads.

* Cost. The cost of new goalie pads (ice: $800-1300, in-line: $250-600), is exceptionally lager compared to the cost of new Cover Ups (ice: $195.00, in-line: $179.00).

There are also a number of weaknesses which the Ice and In-line Cover Ups carry. These include:

* Brand. The WinnWell name is mostly known for its high volume, moderate-quality products, distributing mostly Wal-Mart and Zellers. By not establishing itself as a high-performance, high-quality product, IS risks losing those consumers who purchase name brand products only.

* Limitations in Size and Colour. By limiting its product to only certain colours and sizes, Irwin Sports is risking a loss in sales from the majority of goalies that will not benefit from this specialized type of product.

Environmental Analysis

Key Environmental Forces

The environmental forces that are most important in this situation would be customers, competitors and channels.

Customer

The first key factor is the customer that IS is marketing to. Because IS is only marketing to one aspect of the hockey market they must know the customer base that they are trying to target so by observing past data they will be able to position themselves