Applied Business Research

Applied Business Research

Mohammad Hashir Soha il

Student ID: 11827

Written case analysis for “Ad-lider Embalagens, SA: Marketing Research for

Drawstring Trash Bags in Brazil”

Executive summary:

Embalagen Ad-Lider, which is one of the largest plastic bag makers in Brazil is expecting huge

profits from a line of new drawstring trash bags by the name of easy close. The trash bag

market is treated as a commodity market and so achieving product differentiation is a difficult

task. Ad-lider has been successful in manufacturing a trash bag that is good in quality and is

very practical to use. The problem that they are facing is to find out the most relevant plan of

action to launch the new product and also figure out how to position it in the market.

Ad-lider Embalagens, SA is an established name in the household trash bags industry in Brazil.

In the year 2001, the company executives were taking a look at the results of the market

research that had been carried out in order to understand the consumer choices and the

preferences of customers when they purchase trash bags, because the company had decided

to launch a new line of drawstring trash bags by the name of Fecha fecil. They were of the

idea that the new and modern product line will bring in more profits as opposed to the current

products offered by the company.

It can be seen in the case that the company is aiming for the greater market share of the trash

bags. The company should keep the utility of these bags in mind and it should introduce larger

bags with handles instead of lighter bags. And they should also keep the colour of the bags

dark, because the consumers associate the dark colour with more strength.

Statement of problem:

They are trying to get to the right approach of launching this new product. They need to find

out the relevant positioning tactic, collect more data about the target market and create value

for the consumers with their product. In order to achieve this...