Ad-Lider Embalagenscase Study

1. What information is needed to make judgments of whether or not to launch Climp Bay’s Easy Close trash bags?

Internal information: the budget of the company, the assumed revenue of this new product, the target marketing.

External and customer information: the economic situation, the potential volume of trash bag market, the awareness of the brand, customers’ preference, customers’ daily purchase behavior towards to trash bag, the possible acceptance of this new product, the competitors’ situation, the fierceness of the competition, the potential volume of trash bag market, the awareness of the brand.

2. Does Ad-Lider have a marketing orientation? Justify your reasoning.

I don’t think Ad-Lider have a marketing orientation. Because Ad-Lider, as the reading referred, has three divisions, commercial, industrial and consumer products. And although its products focus on plastic bags and packaging, its majority of income comes from commercial division, which accounted for 52% of company income in 1998, the new product they want to launch belongs to its consumer division, which is not the strongest area they are in. That doesn’t make sense. And as to their consumer division, they don’t clarify which class they want to step in, they said Class C might have great opportunity, but they did group research among Class A and B in the developed area in Rio and San Paulo. So I think Ad-Lider doesn’t have clear marketing orientation.

3. Evaluate the methodology of focus group and purchase intercept interviews.

Focus group:

Pros:

1) They had clear objective towards the focus group research

2) They selected the people very carefully, based on certain demographic, psychographic, educational, age background. And they conducted 3 focus groups, which made the results more generalized in some certain extend.

3) They asked many questions and had in-depth discussions.

4) The questions they asked include both macro and micro ways which is very thoroughly.

Cons:

1) The only...