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Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
Product Design - Ad-lider Embalagens, SA
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Product Design - Ad-lider Embalagens, SA

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  • 1. Ad-lider Embalagens, SA Phan Hanh Nguyen Vu 1
  • 2. Content▪ Situations▪ Problems▪ Corporation Analysis▪ Customer Analysis▪ Competitive Analysis▪ Alternative Analysis▪ Recommendations 2
  • 3. Situations▪ Industry: Household garbage bags▪ Location: Brazil▪ Time: 2001▪ Company Name: Ad-lider Embalagens, SA▪ Product: Climp Fecha Facil (Easy Close) 3
  • 4. Problems▪ Find the RIGHT strategy to launch Climp Fecha Facil – Targeting – Positioning – Creating value for customers▪ Things to be considered: – Different social classes  Customer characteristics and values – Different product preferences  Adjust product features – Customers’ brand perception  Product positioning – Segmentation regarding to Size and Product Usage 4
  • 5. Company Analysis▪ Product – Commercial Division – Consumer Division* ▪ Current garbage bag brand: Limp-O-Lixo – Perceived as super-economy, multi-use – Sold in rolls (Plastic bag packaging) – Capacity: 15-100 liters ▪ New garbage bag brand: Climp Fecha Facil – Industrial Division 5
  • 6. Company Analysis▪ Place – Largest supermarket chains ▪ Direct distribution ▪ Work with one leader brand and no more than two other brands ▪ Some chains have their own trash bag brands – Smaller supermarket/Convenience stores/Retailers ▪ Distribute through wholesalers and distributors ▪ In store, products are located in the bottom, disarray shelf 6
  • 7. Company Analysis▪ Promotion – Not focus on advertising or building brand – Use sales promotion 7
  • 8. Company Analysis▪ Price – Limp-O-Lixo: Low price, super-economy product – Climp Fecha Facil: (?) 8
  • 9. Customer Analysis▪ Market – Population: 41,67 million – Categorized in 5 social classes Population Consumption 19% 20% 51% 52% 30% 28% Class A and B Class C Class D and E Class A and B Class C Class D and E 9
  • 10. Customer AnalysisUsage of garbage bags Purchase Frequency 4.03% 2.12% 22.08% 71.77% Store and throw away trash Weekly Twice a month Store sheets/shoes/clothes Monthly Every 2 months 10
  • 11. Customer Analysis ▪ Factors related to purchase decision Others, Purchase Motivation (Climp) 19.59% Brand, 8.54% 1.22% 27.68% 13.42%Practicality, 17.06% 10.71% 59.76% Quality, Price, 12.93% 15.15% Benefit Cost, 13.94% Brand Price Quality Practicality Others 11
  • 12. Customer Analysis▪ An ideal garbage bag: – Convenience – Ease of handling – Less mess and time spent 12
  • 13. Customer Analysis▪ Similarities in Customer Preferences – Easy to close – Thick – Resilient – Low price▪ Differences in Customer Preferences – Color – Packaging – Price sensitivity 13
  • 14. MARKET SHARE BY MANUFACTURERS Colmag Dist. Com.Competitor Analysis▪ Competitors Ad-Lider Embalagens, Fort-Roll Ind. – Fort-Roll SA ▪ Dover Roll ▪ Dover Roll with handle BRAND SHARE OF MAJOR BRANDS – Colmag Koleta ▪ Koleta Sendas – Other supermarket chains Dover Roll Climp ▪ Sendas Bags w ▪ Bom Preco Handle, 18.79% ▪ Extra ▪ … Dover Roll Limp-o-Lixo with Handle 14
  • 15. Competitive Analysis  Customer Perception - Garbage bags without handlesDover Roll (Fort-Roll) Koleta (Colmag) Ad-lider (Limp-O-Lixo)▪ Strong Brand ▪ Super-economy ▪ Super-economy▪ “Symbol of quality” ▪ Sink/bathroom ▪ Multi-use▪ Color: Blue ▪ Condominium ▪ Color: Black 15
  • 16. Competitive Analysis  Customer Perception - Garbage bags with handlesClimp Fecha Facil: Practical & Hygienic Dover Roll: Good brand vs. Weak handles Purchase Motivation Purchase Motivation Brand Price Quality Practicality Others Brand Price Quality Practicality 16
  • 17. Alternative Analysis▪ Target Market▪ Product – Size – Color – Packaging▪ Price▪ Place▪ Promotion 17
  • 18. Purchase by Gender Alternative Analysis Men 26% Women ▪ Target Market – Gender: Female 74% – Make purchase decision – Favor Climp Fecha Facil more than male BRAND PREFERENCE - FEMALE BRAND PREFERENCE - MALE Sendas Koleta Sendas Dover Roll w Koleta HandleDover Roll Dover Roll Bags w Handle, Bags w Handle, 33.57% 27.05% Climp Climp Dover Roll w Limp-O-Lixo Handle Limp-O-Lixo 18
  • 19. Alternative Analysis▪ Target Market – Social Class: Classes A and B – High consumption rate – Proved to favor Climp Fecha Facil (Female/Focus Group) 19
  • 20. SALES BY SIZE 15L 30L 50L 100LAlternative Analysis 34% 9% 22%▪ Product – Size: 50L – Highest sales rate 35% – Customer preference (Focus Group) 120.00% – Not conflict with Lim-O-Lixo and 100.00% Dover Roll w handle in 100L bags 80.00% 60.00% 40.00% 20.00% 0.00% Climp Dover Roll DR w/handle Koleta Limp-o-Lixo Sendas 15L 30L 50L 100L 20
  • 21. Alternative Analysis ▪ Product – Color: Dark Green Dark Clear1. Less price 1. More price 1. Differentiation 1. Stated as 1. Make nosensitive sensitive factor “resilience” difference to2. Preferred color 2. Preferred color 2. Prettier 2. Preferred customersin Sao Paulo in Rio 3. Easy to find on 3. Associated with 2. Viewed as weak 3. Dover Roll’s the shelf bag strength color 21
  • 22. Alternative Analysis ▪ Product – Packaging: Box (50 bags/box) Pros Cons 1. Practical and pretty 1. Not for everyday use Box 2. Differentiator 2. Could wrinkle and get wetMaterial 3. Easier to take the bags out 3. Perceived as more expensive 4. Allows for larger labeling of the product 4. Customers cannot see the actual bag Plastic 1. Practical 1. Dover Roll uses plastic bags 2. Allow customers to see the bag 2. Not convenient to take the bags out Blue No clear opinionColor Green Mix 22
  • 23. Alternative Analysis ▪ Price: Same as Roll Dover Pros ConsSame as Roll Dover 1. More value to the customer 1. Cost vs. Revenue 2. Eliminate cost-switching barrierLower Price 1. More value to the customer 1. Cost vs. Revenue 2. Work if customers are price sensitive 2. Could be viewed as lower quality 1. Balance Cost and Revenue 1. Will not work if customers are pricePremium Price 2. Establish a premium quality position sensitive 2. Lower likelihood of trial or switching intentions 23
  • 24. Alternative Analysis ▪ Place: Supermarket, Stores, Retailers Pros Cons 1. Improve operating margins 1. Operate with 1 major brand andSupermarkets 2. Access to a larger amount of no more than 2 other brands customers 2. May be a potential competitor 1. Flexible location 1. Products are placed on theSmaller stores and retailers bottom shelves 2. Shelves are in a disarray 1. Convenience for customers 1. High costDoor-to-door 2. Preferred by many customers 2. Mostly for the 100L bag 24
  • 25. Alternative Analysis ▪ Promotion: Introduction Sales Promotion Pros ConsAdvertising 1. Improve brand recognition 1. High cost 2. Stimulate awareness and trial purchaseIntroduction Sales Promotion 1. Stimulate trial purchase 1. May not induce repeat 2. May cost less than advertising purchases when promotion ends 3. Incentive to buy 25
  • 26. Recommendations▪ Target Market: Female/Classes A and B▪ Core Benefits: Practicality and Quality▪ Product – Size: 50L – Color: Dark Green – Packaging: Box (50 bags/box) – Focus on design and information▪ Price: Same as Dover Roll▪ Place: Supermarket, Stores, Retailers▪ Promotion: Introduction Sales Promotion 26
  • 27. THANK YOU! 27
  • 28. Citation▪ Gertner, Rosane, Dennis Guthery, and Richard Ettenson (2009), “Ad-lider Embalagens, SA: Marketing Research for Drawstring Trash Bags in Brazil,” Thunderbird, The Garvin School of International Management▪ “Ad-lider Embalagens, SA – Group Case Study Report” – MKTG 541 Fall 2012 – Group members: Magdalene Amburg, Phan Hanh Nguyen Vu, Jonathan Jones 28

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