Working in teams of no more than three, choose one of the two examples to work on. Develop an outline for a comprehensive marketing strategy for the company and its product. Be specific in defining the product, place, price, and promotion aspects.

DAPAT is a small manufacturer of external analgesics (pain relievers) based in Nashville, Tennessee. Its main product, called Dr.’s Cream, faced this marketing challenge: In competition with much larger makers of over-the-counter remedies (such as Ben Gay), it had to find some ways to attract customers despite having only a small advertising budget.