COLD FIRE STRATEGIC APPROACH TO MARKETING

TRAINING SEMINARS
Introduction:
These series of seminars that will follow the guidelines below are intended to provide the
marketing teams with an intimate knowledge of the product as well as a visionary strategic
marketing sense. The seminars will deal with how to consider and choose from the different
options: How to make decisions pertaining to priorities of what to do and whom you target, and
how to use available resources and spending on what you have of which product-line, when and
where. Yet, most importantly: WHY and WHY NOT. Following this different yet strategic
approach to marketing will help you cover all available potential markets and create new ones
through targeted positioning. The main idea behind this approach is the Cold Fire is unique,
revolutionary and exceptionally effective. Using these attributes to create a “Pull” Strategy is far
less expensive, most effective and more rewarding in returns than the costly “Push” Strategy.
Oral Presentation: What is Cold Fire?:
We will explain Cold Fire's "New Paradigm's Concept" of firefighting, the 21 advantages of Cold
Fire including the implications of those advantage on the shortness of time needed to extinguish
any fire, the 40-time less usage of water, the economy of 6.4 less usage-cost than anything
available in the market, the indefinite shelf-life, and most importantly the Safety of Firefighters,
prevention of building collapse, reduction of loss of Life, Property and the Environment. Then we
deal with the new US Patent for the Advanced Catalytic Enzyme System dual use in firefighting,
decontamination and detoxification from chemical and biological warfare as well as hazardous
industrial fires and explosions. Provide report about the different findings and observations in
previous live Cold Fire demonstrations.
Then there will be DVD and video presentations, to be followed by questions and answers. These
are intended to visually guide the trainees to observe and know the product intimately.
The Applied Burn Demonstrations:
We will demonstrate the less than few seconds of extinguishing hay fire, wood, highly-flammable
cocktail made from 5 mixed combustible liquids, the instant cooling of extinguished surfaces, the
break down of the molecular bonding of petrol-liquids, the thermal absorption capacity by burning
magnesium-chips at 5,600 degrees on a hand-held towel, as well as the cleansing effect on
extinguished media.
The Marketing Tools, Strategies and Methods:
Initial Assessment:
This would involve the identification of:
1- Potential Markets:
a) Target Markets:
i) Primary Market: e.g., Civil Defense, Oil Industry, Military, Police, Fuel Stations,
Service Companies, Emergency Contractors, Auto/Boat-Races, Air-Ports, Sea-Ports, etc.
ii) Secondary Market: e.g., Insurance Companies, Safety Consultants, Institutions,
Building Contractors, Manufacturing facilities, Power Plant facilities, Forestry, Mining
industries, Paper and textile industries, Automotive Industry and Car Dealerships,
Industrial and Foundry facilities, Shipping Companies, warehouses, Consumer Markets
b) Peripheral Markets: Hospitals, Schools, Home Owners,
c) Potentially Creatable Markets: New products lines or target positioning, e.g., welders.
 c) Market Support: Media: Radio and TV, Newspaper and magazines, Environmentalist
Groups, Charitable Organizations, etc.)
2- Appropriate Products:
a) Existing Lines,
b) Existing Products,
c) Creatable Products,
3- Priorities of Approach:
a) Need in Each Market,
b) Size of Each Market,
c) Accessibility of Each Market in terms of:
i] Identifiableness,
i] Ease of Approaching and Offering,
ii] Ease of Concluding Sale (Time between offer and purchase),
iii] Expenses: (1) Staff needed, (2) PEPASP (Public relations, events, publicity, advertising,
specialty advertising, promotion), (3) Technical/Consultative Support, (4) Travel, (5) Cost
of Delivery, (6) Discounts, (7) Follow up time, etc.
4- Strategies:
5- Tactics:
6- Marketing Plan:
7- Feedback, Assessment and Evaluation for future adjustments

EXAMPLE OF ONE THINKING APPROAH:

Experience, even in the United States, has shown that although government and civil defense are
very crucial for the feasibility of the product and amongst the largest Primary target market, yet
they are very slow to respond, require intensive efforts, meetings and expenses just to be
considered in a tender that requires cumbersome bidding requirements and a long time of waiting.
Therefore, the initial effort after obtaining approvals is to concentrate on the other primary target
markets such as oil industry, emergency service companies because of the benefits of Cold Fire,
reduction of their operational costs, savings, as well as their promptness in making decisions to
adopt and/or purchase. Sales to such groups is usually big as well as they would set the standard.
Simultaneously, selected Secondary and Peripheral markets should be included in the effort,
because of potential sales to them with ease, and the ripple effect of their decisions to adopt the
product. Similarly, the Market Support from Media to Environmentalists would serve as free
promotional vehicles, because their word carries a great deal of weight and advocate for the
product, as well as act as pressure groups.
Therefore, the initial kick-off of the product should include all of the Markets and the Market
Support Groups as invitees, at least invite them to a major demonstration or series of
demonstrations. At such events taking orders and selling to those who attend will do three things:
(1) Show them the diversity of the products lines, (2) Making a decision to buy a unit or few at the
time of the event will give them the opportunity to test the specific product and Cold Fire. This
will create a sense of personal investment and attachment to the product, (3) They will act as free
proud promoters, (4) Set a track-record for selling, (5) Cover the cost of the event, at least partially.
Do not give free products that will weaken the image of the product. Give promotional items, e.g.,
Tee-shirts, hats, calendars, discount coupons, etc.