In today's world, there are many ways a company can introduce a new product into the market. Tiger Tread, a new product from the National Chemical Corporation, is a great example. John Webster, marketing director, and Fred Farley, the company's technical director, knew they had a very special product to introduce. They wanted to try to introduce the product into two different markets: the industrial one and the commercial one. They had a potential market size of 7 million vehicles and they want to market them in the snowbelt of America. The snowbelt represents about 50% of the nation. That said, the size of the snow belt market would amount to 3.5 million vehicles. As a basis for forecasting product sales, Webster had examined a study of the winter driving habits of U.S. motorists. This study indicated that 18% of cars in the snow belt area were stranded at least once during the winter. It also indicated that the average driver was stranded 1.6 times in the winter. He knew the study was several years old, so he expected those numbers would be higher due to the increase in production of smaller, lighter cars. We know it would have been expensive to produce the product, but we are confident that no matter the cost of production, our sales would significantly exceed the cost. The cost of producing a 5 oz. the can cost 75 to 80 cents if they could produce 100,000 a month. If we were to produce 50,000 cans per month, the cost would increase by 5 to 10 cents per can. A 10 oz. can would cost about 25% more than a 5 ounce can. may want to produce. With those numbers, 100,000 5 oz. manufacturing the cans would cost us approximately $900,000-$960,000 per year. 50,000 5 oz. the cans would cost us $750,000. 100,000 10 oz. cans would cost us $1.125 million - $1.2 million per year... half the paper... another way to introduce our product would be through the car rental industry. We can use our sales force to make calls to corporate offices in the Snow Belt. Since our product will be very cheap, we can offer the company some samples. Hopefully, we will negotiate a price to make Tiger Tread available to all their customers. This would be a great way for rental car companies to sell the product, as well as a great way for us to introduce the product to families. Overall it would be beneficial for us and the car rental company. By following the strategy I have indicated, we can monitor the sale of our product. Once we see an increase in revenue, we can increase our advertising campaign to directly penetrate home markets through TV and/or radio. All these numbers and strategies seem to align for a successful product.