Launch of Ad-Lider New Product “Climp Fecha Facil”

I. EXECUTIVE SUMMARY:

Ad-lider Packaging is one of large scale company in the plastic bags manufacturing industry of Brazil. The company controls various business lines which includes Ad-lider Transportation, a trucking firm that distributes its products. Firm uses 43 specialized distributors which cover other accounts throughout Brazil. Sales of different regions vary greatly. Ad-lider is already running 3 lines of products, one line of garbage bag brand “LIMP-O-LIXO”, second line is used for storing food in freezers “FREEZER” and third line is used by commercial firms such as hospitals, restaurants and building maintenance companies “SACOS REFORCADOS AD-LIDER”.

Now, company is thinking that current product line is not feasible in terms of profit in the long run and it has to come up with some new product which should be differentiable from current products and provide them with the profitability and market leader in long terms. Keeping in view this objective, Ad-lider invested One million dollars for the production of new trash bags Climp Fecha Facil introducing convenience feature in it. Ad-lider decided to have deep research of the market trends before launching of its new product. Research agency will conduct focus groups and individual interviews related to the launch of new product and what are the consumer preferences. As, Ad-lider has to come up with a plan that how Climp Fecha Facil will create image in the mind of consumers , how it will be positioned, placement of the product, pricing strategy formulation and innovation in the product which will ultimately help to make this new product of a unique value addition for the target audience.

II. STATEMENT OF THE PROBLEM:

• Problems Facing the Manager:

Ad-lider Packaging Inc. is one of the largest manufacturers of plastic bags and packaging. It has vast business lines expanded all over Brazil. The company comprises of three divisions i.e. Commercial Products, Industrial Products and Consumer...