Demand estimation and marketing plan for Varietize Technologies

This study is a demand estimation and marketing plan for Varietize Technologies ? a Vancouver based R&D company that is introducing its first product. Varietize recognized the market opportunity for its latest designed product, the ?iTV?? a product that interfaces between the Internet and the TV to allow access for online TV content. The study begins with a demand analysis section that uses Prof. Meredith?s model that categorizes different demand factors and determinants to look into different demand influencing factors. Demand estimation is then completed in the second section using the previous analysis as a research guideline and incorporating the output of a consumer survey integrated with secondary data to achieve a reasonable estimate. The study ends with a strategic marketing plan for launching the iTV in Canada. This plan is based on findings from the previous sections and on marketing concepts for technological innovations.