Market Research of Climp Fecha Facil Bag

Market Research of the
Climp Fecha Facil bag
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Abstract
Brazil’s economy provides immense opportunity for growth and development of new
products. The scope of the study deals with analysis of market research for new product launch.
The current product launch is garbage bag and market research conducted reflects tremendous
opportunity in Sao Paulo and Rio de Jeneiro region for the same.
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Table of Contents
Abstract............................................................................................................................................2
Table of Figures...............................................................................................................................3
1.0 Introduction...........................................................................................................................4
2.0 Market Research Design and Implementation...........................................................................4
3.0 Climp Fecha Facil Bag Launch...............................................................................................15
4.0 Recommendations and Conclusion..........................................................................................18
5.0 Reference List..........................................................................................................................19
Table of Figures
Figure 1: Consumer Data.............................................................................................................................5
Figure 2: Percentage of different size of Bags.............................................................................................6
Figure 3: Customer Brand Preference with Gender.....................................................................................7
Figure 4: Purchase Data Analysis 1.............................................................................................................8
Figure 5: Purchase Data Analysis 2.............................................................................................................8
Figure 6: Purchase Data Analysis 3.............................................................................................................9
Figure 7: Purchase Data Analysis 4.............................................................................................................9
Figure 8: Brand Share of Major Brands.....................................................................................................10
Figure 9: Percentage of Brand's Sales to their size....................................................................................11
Figure 10: Market Share by Manufacturer.................................................................................................11
Figure 11: Frequency of Purchase.............................................................................................................12
Figure 12: Percentage Sale related to Size and Brand................................................................................13
Figure 13: Period of Purchase....................................................................................................................13
Figure 14: Percentage Sale of Each Brand.................................................................................................14
Figure 15: Average Time between Purchase.............................................................................................15
Figure 16: Marketing Mix.........................................................................................................................16
Figure 17: STP Model.................................................................................................................................17
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1.0 Introduction
Market research and data analysis is a crucial component prior to any product launch
(Tanner & Raymond, 2015). Brazil’s economy has been booming in the recent past allowing
opportunity for various products to enter and flourish in the market. The scope of this current
analysis deals with Ad-Lider Embalagens, SA new product launch in the market. Through
qualitative and quantitative data analysis a brief review of market survey is examined as given
below.
2.0 Market Research Design and Implementation
Market Design: The Company has conducted several consumer data analysis across Sao
Paulo and Rio de Janeiro in Brazil to understand customer demand and product preferences. Data
collected by two methods using focus groups interviews and individual interviews reflected a gap
in product existing in garbage bags (Luan & Sudhir, 2010). There are two other prominent
competitors in the market, offering similar variety of bags. Sizes of bags came in 20 L, 30 L, 40
L, 50 L, 60 L and 100 L. In each of the varied product size segment customer helped identify
some or the other usage problem. Customer data collected and analysed had been segregated in
three distinct categories as A, B and C, which encompassed variables including education.
Following are some graphical representation along with analysis of data collected by the
company.
o Market Analysis 1: Mostly women comprised of purchasers of garbage bags. They went
to supermarkets mostly for making such purchases.
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