For Earth Inc.: Launching the Force Engine and Fuel Conditioner in Canada

In 2010, An entrepreneur is trying to enter the Canadian market for fuel additives by marketing a product - Force For Earth (FFE) Fuel and Engine Conditioner. FFE is made in the United States and the entrepreneur has the Canadian license for the product. Unlike many competitors in North America, FFE's products have been proven to deliver the benefits stated on the package, but the entrepreneur's dilemma is that every other product in the market claims to offer "proven" results as well, even though most of these claims are unsubstantiated, false or exaggerated. The entrepreneur's challenge is to understand, from the marketing perspective, the key selling features of the FFE product that would resonate with his target groups.