Ad-lider Embalagens, SA: Marketing Research for Drawstring Trash Bags in Brazil
This case presents market research data concerning the launch of a new drawstring trash bag in Brazil. Ad-lider, one of the leaders in the Brazilian plastic bag industry, has purchased the production machinery for producing the trash bag, and now must decide how the new product should be launched. Data for focus groups and field interviews are included for analysis. The case touches on many areas of marketing, including new product development, marketing research, and creating customer value.
This is appropriate for both undergraduate and graduate marketing classes. It's ideally suited for the marketing research component of a marketing management class. Alternatively, it's also appropriate for the market research session of the new product development course or for a qualitative data session of a marketing research course. The teaching note is useful for all three purposes.