Marketing Strategy Case Study: Ad-Lider Embalagen

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Ad-Lider Embalagen is one of Brazil's largest manufacturers of plastic bags and packaging. However, the company's executives believe their long-term profitability is dependent on the launch of a new product, Fecha Fecil(Easy Close). With very few features to differentiate trashbags from on another, the Fecha Fecil was created in hopes to set them apart from their current competitors. Ad-Lider hired a well known marketing research firm, Sinergia, to help them evaluate the acceptance of their new product. What they wanted to know from this research was consumer preferences and habits, as well as the perceived competitive advantages that would impact pricing, size of product, and distribution. The questions that Ad-Lider wanted Sinergia to discover are qualitative marketing research questions…show more content…
Instead, they went with the approach of finding which target market is looking for the features that match up with their products features.
Sinergia formulated a research design plan that included conducting focus groups/purchase intercept interviews to assess the launch of the product. The first step of the marketing research processs was to conduct focus group interview. These interviews had open-ended questions and the groups were homogenous. In the process of deciding on the regions to sample, Sinergia used secondary data by the Brazilian Market Research Association to assess the social classes of the country. Social classes A&B had the highest level of income and therefore are the prime targets because these classes make up 52% of the total consumpition of the country. However, they missed a large portion of the consuptions (28%) by not including any participants from social class C. They also collected secondary data about Brazil’s population. The two largest cities (Rio and Sao Paulo) were chosen in order to

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