Graduate / One part of a case study on marketing strategies [4]

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Ad-lider considered a launch of the Climp Fecha Facil as extreme necessary so that Ad-lider did such researches as Garbage Bag Focus Groups and Purchase Intercept Interviews to collect and analyze the date and findings, in order to obtain the information about consumer preferences, consumer habits and perceived competitive advantages. That would impact on the relevant to a particular marketing of the Fecha Facil bag, especially in product, price, place and place decision. It would be hoped that the data and information could be translated into clear insights and recommendations.

As the case mentioned, the ideal garbage bag should be satisfied three requirements, which were convenience, ease of handling and less mess and time spent. Based on the customer analysis, the similarities in "close easily, thick and resilient " were concluded, while the differences in "color, packaging and price sensitivity" were showed due to the customer preferences. We find the research findings related to 4Ps. Due to the differences in the housewives' preferences in two cities, we suggest using different marketing strategies about Climp Fecha Facil bag.

Sao Paulo
There were two groups, which were consisted of housewives, and apartment-wives, who did not take care of themselves physically, were more demanding of their maids, and were loyal to some brands with rational purchases. In conclusion, they considered the price, practicality and quality important.

When it came to color, the majority of these interviewees thought the black was associated with good quality and duration than blue, and the color blue was not strong and meant poor quality and opacity came with privacy. They always used supermarket plastic bags in kitchen or bathroom, and garbage bags of 30L/50L for the whole house. Housewives also were inclined to choose the 100L bag, even though it was definitely strong, due to thickness, it was difficult to close, obviously, and the efficient closing system should be considered. Two types of packaging had both pros and cons, which leaded two preferences of housewives and apartment-wives. Housewives preferred plastic packaging because it was cheaper, practical and allowed customers see the products while one of biggest the competitor Dover used plastic packaging first and it was not convenient to take the bags out for customers. Apartment-wives thought box packaging was better because it was practical and pretty, easy to take the bags out and allowed for larger labeling of the products. However, if the price were not the issue and kept the same price between box packaging and plastic packing, customers would choose box packaging.

Obviously, the price became one of the deciding factors, which meant interviewees were price conscious. Housewives could accept the price a bit more than Dover, while the apartment-wives would pay same price as for Dover. Keeping the same price as Dover would be more value to the customers and also establish a good choice for trying a new product to help expand the market.

As they said, garbage bags were well hidden, completely disorganized and mixed, well displayed on the shelf and printings on the front of the bags would make customers more impressive and recognized the brands. Cooperating with one big supermarket brand, especially the largest supermarket chain, local small stores and retailers, new products should be convenient to the customers, and using the door-to-door sale as well.

For the women interviewed in Sao Paulo, they were influenced by advertisements, which would improve the brand recognition, indirectly stimulate customers' demands.