Climp Bay’s Easy Close Trash Bags

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

To make a new product launch from the existing market of four major brands in Brazil, marketers need to acquire the target audience for this product through market research such as consumer behavior, how customer to be motivated to the product purchase, market targeting, what type of consumer made their “active” decision to acquire the product that Climp Bay’s is focused on and pricing, through the research from the sections above, how the company is going to decide the price of the product to the most competitive yet most affordable to the focused consumer.

Marketer are ought to find these information above from the existing market through the analysis of national economic growth such as “Plano Real”, the project that made the low-income segment to be accessible and affordable to purchase a product, the retailers through the market, how manufacturer, major retailers and external product distributors process the act of product purchase and the business patterns from the existing market. Population located in Brazil, such as the largest metropolitan area, also help marketer to focus their major research to access the utter the effectiveness of the market research mentioned above.

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

Based on the case study, I find Ad-Lider lack of marketing orientation due to the misconception of marketing prediction, rather than focused on Social Class C, the population containing 30% of population yet remained 28% of consumer performance (Gazeta Mercatil, February, 2002), the company commissioned market research firm used Social Class A and B, the current major consumer performance in the field, to plan their strategy for the upcoming product, this action might withhold the current market value at the time, but will jeopardies the product’s potentiality in product long-term competitiveness for that...