PRESENTED BY:SUCHISMITA DAS (PGDM09014)

LAGNAJIT AYASKANT SAHOO (PGDM09015)

DEBABRATA DASH (PGDM09019)

PLAN OF PRESENTATION

Case introductionResearch ObjectiveStudy ReportPurchase of Garbage BagsImportant Aspects for purchase new Garbage

BagBehavioral Difference (Apartment & House)Marketing Orientation of Ad-LiderLearning from Research finding w.r.t climb

Fecha FacilSupport of Research for Launching

BRAZIL’S POPULATION AND ECONOMIC STABILIZATION24 states, 2 territories and 1 federal district170 million population from that 43% or 72

million live in southeast.All the 3 metropolitans are in southeasto SAO PAULO-20.2 Milliono RIO DE JANERIO-12.15 Milliono BELO HORIZONTE-5.3 MillionChange of economic stabilization plan: Plano

Real“Restore the purchasing power of the low

income segment of the population.”

Contd…..They have defined 5 social classes i.e. social

class A,B,C,D,E

Category % of population

Consumption

A & B 19 51%

C 30 28%

D & E 51 20%

INCOME DISTRIBUTION (2000)

POPULATION INCOME

10% 47%

40% 30%

505 13%

AD-LIDERFounded -1970Head quarter-Tres Rios.Commercial Office- Rio de Jenerio ---The firm sells direct to large accounts and users

43 specialized distributors to cover other accounts throughout Brazil.

1998 total sales-US$21 MILLIONTarget for 2001-US$25-27 MILLIONIt is divided into 3 types:-Commercial Products Industrial ProductsConsumer Products

REGION SALESOUTHEAST 50%NORTH & NORTEAST

25%

CENTRAL WEST

12%

SOUTH 10%

Primary Research Objective

The objective of the research was to evaluate the acceptance of the new Easy Close Garbage Bag

To learn about Packaging PreferenceTo determine the easy close feature was

perceived by garbage bag purchases

Secondary Research Objective

Determine the profile of garbage bag purchaser by gender

Determine the frequency of garbage bag purchased by house hold

Determine the relative market share of major brands

Determine the primary motivators with the purchase of garbage bag

Determine how well the Climp French Facil bag competed with Dover Roll with a handle bag

BEHAVIOURAL DIFFERENCE(HOUSES)

100L black colored bags are preferredNot so brand concernedBlack is generally perceived as better quality Its difficult to close the black bags due to

thickness So sometimes blue bags are used

1.Market knowledge• Brand-In Rio, the housewives were more in tune with

the garbage bag maker than the purchasers in Sao paulo. The similarities are that both are blue in colour,but different in texture

• The housewives of sao paulo were not able to clearly define the similarities ,differences, or even the preferences between the brands. They were usually considered the same and of equally poor quality.

• The housewives of Rio distinguish some products by the packaging.

2.Packaging• Housewives of Sao paulo are not a big

purchaser .They even don’t know the suppliers or the significance of packaging

Important Aspects for purchaseResilence was necessary to the Sao paulo.

Price was chosen as the deciding factor of the purchase

In conclusion ,resilence,size of garbage bags and price were important factors in choosing a garbage bag

The new garbage bag1.The ideal garbage bag Something easy to close,resilent, with a

different color from the other. The ideal garbage bag needed to have a

closing system ,be resilient, opaque and not too clear.

2.Packaging appearance(Plastic and box) Sao paulo give first preference to easy

close which was different in Rio,where the first reference was to the brand name.

Packaging preference of Sao paulo was box as it was more practical and pretty.They prefer new bags simply for small quanties of garbage

Contd…..Rio didn’t accept box perceiving it more

expensive, could wrinkle and get wet Packaging elements Two box packaging were

displayed in green and blue with different design elements. Some preferred blue some preferred green box. They prefer the same design with mixed preference in colors. The Fecha Facil is what will make you want to know what it is

3.The presentation of the Garbage Bag Climp Fecha Facil

After analyzing the packages ,garbage bags with Fecha Facil system were distributed. The objective was to evaluate whether the presented product had been well described in the packages.

Marketing Orientation MeanA marketing orientated approach means a

business reacts to what customers want. The decisions taken are based around information about customers’ needs and wants, rather than what the business thinks is right for the customer. Most successful businesses take a market-orientated approach.

MARKETING ORIENTATION OF Ad-LiderTypes of product-Commercial Product,

Industrial Product, Consumer ProductCustomized products according to each

segment of customer.Comparatively Low price with expected

qualityBenefit to cost was high(28.65%)

Learning From Research Finding w.r.t Climp Fecha FacilThe women are decision makers in house

hold and mostly they are very price sensitiveThe garbage bag in rolls are widely acceptedBrand preference of the parental company

was well accepted having highest market share

People generally want qualitative product in convinient price form the parental company

Support of Research for LaunchingThe attributes like quality, price need to

taken into accountPurchasing power increased the buying

behaviour of customersPlace of launching can be identified(South

East).50% of business comes from 42.6% of population