integrated marketing
1) In order to make judgment of whether or not to launch Climp Bay’s easy close trash bags, we need information from the followings:
• Who are thee company’s biggest competitors in the market; what are their strategies of marketing the products and their “selling points”?
• How many segments are in the market right now, which segment is the company going to target?
• For the specific target segment the company choose, what is the key factors that lead the consumers to purchase certain brand’s trash bag.? Also, how will the company going to take the information to help them market their new drawstring trash bag?
• How the consumers react to the new product after it was presented in the focus group?
• What are their perceptions of new trash bag that is coming out in the market? Does the new trash bags meet theirs expectation from a trash bag?
2) Yes, Ad-Lider does have a marketing orientation. They are conducting market research to make sure the launch of the Climp Bay’s easy close trash bags would be successful. As the case stated:” He felt that Ad-Lider needed to launch a new product that was different, modern, and offered the market a more favorable cost/benefit relationship than products currently on the market.” Ad-Lider is trying to figure out their way to launch the product with target segments and consumers through marketing research and conducting market research with focus groups and individual interviews in test market.
3) For the focus group, they cover a wide range of people from cities of Sao Paulo and Rio de Janeiro. Participants were selected from the A and B social classes because they accounted for 52% of the national consumption. They separate groups from housewives to apartment- wives. However, they didn’t separate the groups clearly and details enough. For example, they didn’t separate group into “Class A, housewives from Sao Paula” etc.… It was too mixed that the housewives and apartment-wives from Sao Paulo and Rio De Janeiro both
• Who are thee company’s biggest competitors in the market; what are their strategies of marketing the products and their “selling points”?
• How many segments are in the market right now, which segment is the company going to target?
• For the specific target segment the company choose, what is the key factors that lead the consumers to purchase certain brand’s trash bag.? Also, how will the company going to take the information to help them market their new drawstring trash bag?
• How the consumers react to the new product after it was presented in the focus group?
• What are their perceptions of new trash bag that is coming out in the market? Does the new trash bags meet theirs expectation from a trash bag?
2) Yes, Ad-Lider does have a marketing orientation. They are conducting market research to make sure the launch of the Climp Bay’s easy close trash bags would be successful. As the case stated:” He felt that Ad-Lider needed to launch a new product that was different, modern, and offered the market a more favorable cost/benefit relationship than products currently on the market.” Ad-Lider is trying to figure out their way to launch the product with target segments and consumers through marketing research and conducting market research with focus groups and individual interviews in test market.
3) For the focus group, they cover a wide range of people from cities of Sao Paulo and Rio de Janeiro. Participants were selected from the A and B social classes because they accounted for 52% of the national consumption. They separate groups from housewives to apartment- wives. However, they didn’t separate the groups clearly and details enough. For example, they didn’t separate group into “Class A, housewives from Sao Paula” etc.… It was too mixed that the housewives and apartment-wives from Sao Paulo and Rio De Janeiro both