Ad-Lider Embalagens, Sa: Marketing Research for Drawstring Trash Bags in Brazil
| | [Type the document title] | A case study on Ad-lider Embalagens, SA: Marketing Research for drawstring trash bags in Brazil |
Synopsis
Ad- Lider Embalagens, SA was founded in 1970. The company headquartered in the town of Tres Rios, Rio de Jeneiro is one of Brazil’s largest manufacturers of plastic bags and packaging. A commercial office is located in the city of Rio de Jenerio. The company controls Ad- lider transportation, a trucking firm that distributes its products. The firm sells direct to large accounts and uses 43 specialized distributors to cover other accounts throughout Brazil. This company had three divisions: commercial product (AD-ROLL and AD-SHOP), consumer products (Limp- O Lixo, FREEZER, SACOS REFORCADOS AD-LIDER) and industrial products.
In 2001 Ad- lider Packaging Inc felt the need to launch a new product that was different, modern, and offered the market a more favorable cost/benefit relationship than products that was currently available on the market. It believed that its current AD- lider product mix would not bring satisfactory profits in the long term.
The company came up with the product named “ Climp Fecha Facil” (Easy close). Product launch is an important decision for any company. Therefore, Lazlo Sved and his new partner, Emilo Figer (Executives) were trying to pull information about customer preferences, consumer habits and perceived competitive advantages that would impact pricing, product size, and distribution decisions. They tried to obtain all these information from a marketing research.
In Nov 1999, Ad-lider commissioned Sinergia, a well reputed market research firm to conduct focus group discussion relating to launch of “Climp Easy Close Garbage bag”. The focus groups were conducted on Nov 24- 25, 1999 in the cities of Rio- de Janeiro and Sao Paulo. A total of three focus groups were conducted, two in Sao Paula and one in Rio de Jeneiro. Participants were selected from the A and B social
Synopsis
Ad- Lider Embalagens, SA was founded in 1970. The company headquartered in the town of Tres Rios, Rio de Jeneiro is one of Brazil’s largest manufacturers of plastic bags and packaging. A commercial office is located in the city of Rio de Jenerio. The company controls Ad- lider transportation, a trucking firm that distributes its products. The firm sells direct to large accounts and uses 43 specialized distributors to cover other accounts throughout Brazil. This company had three divisions: commercial product (AD-ROLL and AD-SHOP), consumer products (Limp- O Lixo, FREEZER, SACOS REFORCADOS AD-LIDER) and industrial products.
In 2001 Ad- lider Packaging Inc felt the need to launch a new product that was different, modern, and offered the market a more favorable cost/benefit relationship than products that was currently available on the market. It believed that its current AD- lider product mix would not bring satisfactory profits in the long term.
The company came up with the product named “ Climp Fecha Facil” (Easy close). Product launch is an important decision for any company. Therefore, Lazlo Sved and his new partner, Emilo Figer (Executives) were trying to pull information about customer preferences, consumer habits and perceived competitive advantages that would impact pricing, product size, and distribution decisions. They tried to obtain all these information from a marketing research.
In Nov 1999, Ad-lider commissioned Sinergia, a well reputed market research firm to conduct focus group discussion relating to launch of “Climp Easy Close Garbage bag”. The focus groups were conducted on Nov 24- 25, 1999 in the cities of Rio- de Janeiro and Sao Paulo. A total of three focus groups were conducted, two in Sao Paula and one in Rio de Jeneiro. Participants were selected from the A and B social