Executive SummaryIrwin Sports has a great product with the launch of the Cover Up pad. Key success factors include lack of competition, growing market of individuals playing hockey; both on ice and on rollers, in addition to the unique qualities of Cover Up pads. The problems begin when the question of pricing and channeling arises. Although the issue of pricing kept resurfacing, Irwin Sports Marketing Director Greg Anger stands by the $195.00 and $179.00 retail price for the Ice and In-line Cover Up respectively. This price is still very reasonable compared to the alternatives of purchasing new or used pads or painting and repairing older pads. The challenge of canalization is to conquer the southern United States. The goal is to imprint the WinnWell name in the minds of as many hockey players as possible, especially goalies. This can be done through mass sponsorship to ensure the WinnWell name is present at as many events as possible where potential customers will be. The Cover Up sanitary napkin is a product like no other and getting the recognition it deserves will only happen through physical interaction with the customer. The ease and benefits of this product will not be sold in a print ad. Cover Up pads need to soak into the entire market for people to see how beneficial this product really is. Whether it's recreational hockey tournaments or the Chicago City Fair, WinnWell representation must be present to further expand the market for Cover Up pads. Corporate/Product Control Company Background Irwin Sports (IS), a division of Irwin Toy Corporation of Toronto, is following a similar marketing strategy as 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 line of ice hockey equipment and offers everything except skates, helmets and goalie gear. IS recently introduced a brand of inline hockey equipment called Redline under the WinnWell line. IS primarily targeted large-volume sales through large accounts such as Wal-Mart and Zellers with substandard products and equipment. IS has distributed most of its products in Canada and the United States and has reached an international market by offering products to 35 other countries. Approximately 1,200 Canadian retailers and 2,200 US retailers sold IS products, however, Cooper baseball accounted for the majority of sales..