Clover Valley Dairy Case Study
Clover Valley Dairy
Camden, New Jersey
May 17, 2014
To: Charles Krieger – President/ Clover Valley Dairy
Dear Charles, I am writing you in response to your concern regarding a market test of the new 6 oz. cups and multi-pack yogurt carriers that Clover Valley Dairy would like to introduce to our customers. The purpose of the research project will be to see if the new type of packaging for yogurt will be worth the change and if our consumers are accepting of the new change. It will tell us if our new six-cup carrier is effective or not. I feel the new type of carrier should be tested in non-competing areas. However, it should also be tested in our market as well as our competitor’s market. A key part in testing this new …show more content…
It is my belief that the main point to stress would be to show how sales are impacted. Many times sales can be increased simply by the look of a package for an item. If the packaging of a new item/product is well presented, often times the customer will purchase the item/product simply because of its appearance. Many surveys have been done about the appearance of a product by targeting a certain type of consumer, namely women. These surveys have shown that if an item/product is targeted toward women and the packaging appealed to them, they would most likely purchase the product. This type of information will be helpful for us to define our target market as I feel we should try to have our product to appeal to children and especially their mothers. Our sales results of the 6 oz. and 8 oz. yogurt cups have steadily increased every year, so I believe that the 6 oz. individual serving cups combined with the new 6-cup yogurt carrier can help to increase our sales even more. Also, I believe the convenience of our new carrier can help to increase our sales within the limited market share area(s) that we …show more content…
The first factor we need to consider is cost. Cost is always a large part of buying a new product. We can lower the cost of our testing if we limit ourselves to comparing with only one competitor. The second factor is going to be market share. If we can satisfy our customer’s wants and needs we can increase our market share as a result. The third factor would be handling. If a package is easy to handle, in other words, open and close, we will certainly have more success. I believe that this can best be achieved by combining the 6 oz. individual yogurt cups into a 6-pack carrier container. The fourth factor in determining our success is reuse. Is our product recyclable? We are in the age of “Green” technology so it is important for us to make our product easy to recycle. If we make our product/package out of plastic for the individual container and aluminum foil as the cover of the individual yogurt, we can lower our costs
Camden, New Jersey
May 17, 2014
To: Charles Krieger – President/ Clover Valley Dairy
Dear Charles, I am writing you in response to your concern regarding a market test of the new 6 oz. cups and multi-pack yogurt carriers that Clover Valley Dairy would like to introduce to our customers. The purpose of the research project will be to see if the new type of packaging for yogurt will be worth the change and if our consumers are accepting of the new change. It will tell us if our new six-cup carrier is effective or not. I feel the new type of carrier should be tested in non-competing areas. However, it should also be tested in our market as well as our competitor’s market. A key part in testing this new …show more content…
It is my belief that the main point to stress would be to show how sales are impacted. Many times sales can be increased simply by the look of a package for an item. If the packaging of a new item/product is well presented, often times the customer will purchase the item/product simply because of its appearance. Many surveys have been done about the appearance of a product by targeting a certain type of consumer, namely women. These surveys have shown that if an item/product is targeted toward women and the packaging appealed to them, they would most likely purchase the product. This type of information will be helpful for us to define our target market as I feel we should try to have our product to appeal to children and especially their mothers. Our sales results of the 6 oz. and 8 oz. yogurt cups have steadily increased every year, so I believe that the 6 oz. individual serving cups combined with the new 6-cup yogurt carrier can help to increase our sales even more. Also, I believe the convenience of our new carrier can help to increase our sales within the limited market share area(s) that we …show more content…
The first factor we need to consider is cost. Cost is always a large part of buying a new product. We can lower the cost of our testing if we limit ourselves to comparing with only one competitor. The second factor is going to be market share. If we can satisfy our customer’s wants and needs we can increase our market share as a result. The third factor would be handling. If a package is easy to handle, in other words, open and close, we will certainly have more success. I believe that this can best be achieved by combining the 6 oz. individual yogurt cups into a 6-pack carrier container. The fourth factor in determining our success is reuse. Is our product recyclable? We are in the age of “Green” technology so it is important for us to make our product easy to recycle. If we make our product/package out of plastic for the individual container and aluminum foil as the cover of the individual yogurt, we can lower our costs