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Executive Summary
Ad-Lider is currently a Brazilian market leader in the provision of garbage bags. However, its existing product line is unable to provide the desired long term growth and profit needed by the firm. As such, Ad-Lider needs to launch its innovative new line of drawstring equipped trash bags effectively, to capitalize on the new product being introduced into the market, and revitalize its overall product line, which has been largely eclipsed in quality by its rival, Dover Roll. The main advantage to the new line is that it meets the criteria established by many focus groups in terms of product selection criteria. Such criteria includes strength, practicality, easy closing mechanism and attractiveness, among other considerations. Ad-Lider hopes that by launching the new line it can surpass the quality dimension provided by Dover Roll and take advantage of the favourable economic climate, that has seen rapid growth and increased spending power for Brazilians ranging from the lower-middle to upper class. Current products on the market all have weaknesses, either in terms of resiliency, easy closing mechanisms or privacy. Ad-Lider hopes that by trying to appease all these issues the company can take further control of the Brazilian market, and position its commercial division for long term growth and profitability. While Ad-Lider is committed to launching the new product, questions such as how best to roll out the launch, which consumer segment to target, how to package, price and display the units will all determine the success of the new rollout. The company should target busy housewives in the upper classes of southeast Brazil. These consumers are harried, with many competing responsibilities, and little affection for housework. The new bag helps get these consumers back to the rest of their lives, by providing an easy, reliable mechanism for waste disposal. Ad-Lider should start the launch in the southeast region of the country, using