In 2010, An entrepreneur is attempting to go into the Canadian marketplace for fuel additives by advertising a product - Force For Earth (FFE) Fuel and Engine Conditioner. FFE is made in the USA and also the entrepreneur has the Canadian license for the merchandise.
Unlike many rivals in North America, FFE's products have been shown to deliver the benefits said on the package, but the entrepreneur's predicament is that every other product in the market claims to offer "established" results also, even though almost all of these claims are unsubtantiated, fictitious or exaggerated. The entrepreneur's challenge is to appreciate, from the marketing standpoint, the key selling features of the FFE merchandise that would resonate with his target groups.
PUBLICATION DATE: November 24, 2011 PRODUCT #: W11526-PDF-ENG
This is just an excerpt. This case is about STRATEGY & EXECUTION
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