HazMat Training

Educational videos have a broad market appeal. In this situation, educational videos have been developed to help fire fighters determine what hazardous materials they might encounter in the course of their work, and how to dispose of those materials or handle them during the course of fighting a fire. In addition, a companion book has been produced to help reinforce the information presented in the videos.

The company which is marketing this package is a new company which intends to market an entire series of public safety videos; the hazardous material package is the first in a series. The package will be marketed through a combination of direct mail, print advertisements and participation at industry conventions. The company is well-capitalized and can draw additional capital if necessary in order to complete its plans.

In addition to a well-developed promotional program, the company has also established monitoring and control devices by which it can measure the effectiveness of its promotional activities. In this way, the company will be able to focus on those activities which produce the most results and eliminate those activities which do not perform according to the company's internal standards.

Fire fighters are increasingly being called upon to handle hazardous materials (Bruegman, 1993, p. 67). In some cases, this handling comes about as companies or individuals find that they must dispose of such material

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available both in conjunction with the videotapes and also on a standalone basis. The production cost associated with the complete sets is $43 (including packaging); the remaining books have a cost of $8 per book. Production of the videotapes cost approximately $174,000. This yields a total cost of $1,679,000 for the complete sets, and $520,000 for the excess companion books, which breaks down into a per unit cost of $47.97 for the complete sets. Marketing Strategy--Distribution The video package will be distributed through direct mail and at conventions. Since there are few retail outlets which cater to this type of market, conventional retailers do not make sense. The company will visit conventions attended by fire fighters and arson investigators and rent space in order to promote the video package. In addition, direct mail campaigns will target individual fire departments with fewer than 100 employees, and ads will be placed in those magazines which cater to fire fighters and other public safety personnel. Because no retail outlets will be used, the company will establish a toll-free number for ordering, and will also promote mail orders. Initially, orders will be filled internally since the inventory is already on h

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