Background Irwin Sports' newly appointed Marketing Director, Greg Anger, has been tasked with creating the 1996-1997 communications strategy for the company's two new products, Ice and Inline Cover Ups for goalkeepers. It is June 6, 1996 and the annual budget meeting is scheduled for June 27, 1996. (Three weeks to go)Problem StatementMr. Greg Anger as Director of Marketing at Irwin Sports must introduce a marketing communications strategy for ice and goalie line coverages. Two of the main challenges Mr. Anger faces are the two different main marketing geographies; Canada and the United States and the introduction of an innovative product that is absolutely new to the market. Furthermore, it has a capital constraint of $115,000 to choose the best communication strategy. SWOT ANALYSIS Strengths Irwin Sports is a division of Irwin Toy Corporation, a well-established company with major distribution channels for leading sports equipment brands. Irwin Sports distributes its products in the United States (2,200), Canada (1,200 retailers) and in 35 other five countries. Irwin Sports is considered one of the "captains of the channel". The ice and inline covers for goalies are a patented product with no direct competition. The product is unique: lightweight, durable, it can be attached and removed quickly and offers many benefits to goalkeepers, the main ones being performance and style. The company has conducted serious market research and can use the results to make the best decision. The company has already participated in several trade shows to promote the product and obtained valuable feedback from buyers, consumers, professionals and media. The company has obtained an order from Sport Authority, a large American sporting goods chain, which will test both versions in its 5 locations Canadian sales. Additionally, as of June 1996, IS has already received orders from 48 independent retailers from across the United States. IS has signed eight NHL players to wear one of the WinnWell line products for the 1995-1996 season. Covers Ups also belong to this line, and NHL players are a model for other hockey players and are very important for setting trends in the use of equipment. Weaknesses Irwin Sports is embarking on a new and untested “price skimming” marketing strategy. (There are many concerns from potential consumers regarding price.) Ice cover-ups are limited to medium and large sizes, which restricts the market to individuals over the age of 14, and there are only 3 color combinations.