- Zoecon Corp.:IGR
- At issue here is the nature of new product diffusion. Also the question of dual
distribution is part of this case. Market size estimates must be calculated
based on product category, distribution channels, and geographic scope of the market coverage.
Sales volume estimates using trial rates and repeat purchase data must be determined as well
as profitability.
- Discussion of the case will follow these basic questions:
- How might the Premise Insecticide Market be characterized for both the consumer and the professional segments?
- How do IGR's "fit" each segment? What was learned from Zoecon's flea IGR introduction?
- What has been learned from the Strike Roach Ender test market?
- What action should Zoecon pursue with regard to Strike Roach Ender?
- Expand distribution to 19 city consumer markets
- Focus exclusively on PCO's
- Pursue opportunities to sell hydroprene to a third party
- Expand both the consumer market and PCO marketing efforts
- sell to third pary and pursue PCO's
- What specific information should be contained in a presentation to a potential third party?
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