AD-LIDER EMBALAGENS, SA: MARKETING RESEARCH FOR

DRAWSTRING TRASH BAGS IN BRAZIL

AD-LIDER EMBALAGENS, SOUTH

AMERICA

FOUNDED IN 1970HEADQUARTERS – TRES RIOS, RIO DE

JANEIROMANUFACTURES- PLASTIC BAGS AND

PACKAGING

AD-LIDER EMBALAGEN

S

COMMERICAL PRODUCTS

INDUSTRIAL PRODUCTS

CONSUMER PRODUCTS

DIVISIONS

CONSUMER PRODUCTS

LIMP-O-LIXO(A LINE OF

HOUSE HOLD GARBAGE

BAGS)

FREEZER(FOR STORING FOOD IN

FREEZERS)

REINFORCED BAGS(FOR

COMMERCIAL FIRMS )

THE HOUSEHOLD PLASTIC GARBAGE BAG MARKET

BRAZILIAN GARBAGE BAG MARKET OF 1.3 BILLION PIECES WITH VALUE OF US$ 120 MILLION (1997)

COLOURS- BLUE AND BLACKCAPACITY/SIZE-, 15,20,30,50,60 AND 100

LITERSPACKAGED- ROLLS OR FOLDED

A NEW DRAWSTRING TRASH BAG PRODUCT LINE NAMEDCLIMP FECHA FACIL (EASY CLOSE)

MARKET RESEARCH- FOCUS GROUP

RESEARCH OBJECTIVE

TO EVALUATE THE ACCEPTANCE OF THE NEW EASY CLOSE GARBAGE BAG

TO LEARN ABOUT PACKAGING PREFERENCES TO DETERMINE HOW THE EASY CLOSE FEATURE

WAS PERCEIVED BY GARBAGE BAG PURCHASERS

MARKET RESEARCH- FOCUS GROUP

FOCUS GROUPS

SAO PAULO

HOUSEWIVES LIVING IN

APARTMENTS

HOUSWIVES LIVING IN

APARTMENTS

RIO DE JANEIRO

HOUSEWIVES LIVING IN

APARTMENTS

PROFILE OF PARTICIPANTS

SELECTED FROM A AND B SOCIAL CLASSES

PROFILE OF SAO PAULO PARTICIPANTSMARRIED WOMENAGE 28-40CHILDRENMINIMUM OF HIGH SCHOOL EDUCATION

PROFILE OF RIO DE JANEIRO PARTICIPANTS

SINGLE AND DIVORCED WOMENAGES 32-42WITH OR WITHOUT CHILDRENWITH A HIGH SCHOOL EDUCATION INCOME COMPARABLE TO SAO PAULO GROUPSDIFFERENCE IN LIFESTYLES BETWEEN

PARTICIPANTS FROM RIO AND SAO PAULO.RIO PARTICIPANTS ACTIVE IN EXERCISE

PROGRAMSSAO PAULO NOT ACTIVE IN EXERCISE

PROGRAMS

INTERVIEW GUIDE FOR GARBAGE BAG FOCUS GROUP

WARM UP HABITS CLEANING MATERIAL THE GARBAGE AND ITS ENVIRONMENT MARKET/COMPETITION KNOWLEDGE IDEAL PACKAGES ANALYSIS OF THE PROPOSED NEW PRODUCT COLOR PRESENTATION OF THE REMAINING PRODUCT

LINE END OF THE SESSION AND THANK YOU

ANALYSIS OF GARBAGE BAG FOCUS GROUPS

THE DAY TO DAY ACTIVITIES OF THE HOUSEWIVES HURRIED WOMEN INVOLVED IN ADMINISTRATION OF HOUSEHOLD,

EDUCATION OF CHILDREN, SHOPPING, SOME OF THEM HAD LONG COMMUTES IN THEIR PROFESSIONAL ACTIVITIES

HELP OF DOMESTIC ACTIVITIES CLEANING MATERIALS PURCHASED BY HOUSEWIVES(IN

REFERENCE TO MONTHLY SHOPPING) IMPORTANT FACTORS IN THE PURCHASE DECISION FOR

CLEANING MATERIAL PRACTICALITY ADVERTISEMENT

BEHAVIORAL DIFFERENCES APARTMENTS VS HOUSES REGARDING THE

STORAGE OF GARBAGE

1. APARTMENTS

IN SAO PAULO

PREDOMINANT USAGE OF BLACK COLOUR(PERCIEVED AS MORE DURABLE THAN BLUE)

USED TO BE THROWN AWAY( COST NOT NOTICED)

IN RIO DE JANEIRO

BLUE COLOUR ASSOCIATED WITH GARBAGE BAGS

EASE OF CLOSING DUE TO HANDLES

BLACK GARBAGE BAG FOR LARGE QUANTITIES OF GARBAGE(100 L BAGS) FOR PROFESSIONAL USE

BRANDS AND CAPACITIES OF THE GARBAGE BAGS

IN SAU PAULO

BRAND- NO RECOGNITION OF BRAND CAPACITY- 20L, 30L, 40L, 50L, 60L, AND 100L.

RIO DE JANEIRO

BRAND- DOVER ROLI BRAND CAPACITY- 15L, 30L AND 50L.

DOVER BRAND’S STRENGTHS AND WEAKNESSES

IT’S PRACTICAL HYGIENIC HAS “A THING TO TIE” IT’S IN A ROLE STRONG POINTS BECAME WEAK POINTS

PURCHASE DEFINITION DECISIONSSAO PAULO- PRICE CONSCIOUS STRENGTH WAS SECONDARYRIO- CHOICES DEFINED BY USAGE HABITS OF

CERTAIN BRANDS

HOUSES

SAO PAULO 100L LARGE BLACK BAGS USED NO SPECIFIC BRAND PREFERENCE BLACK COLOUR ASSOCIATED WITH GOOD QUALITY BLUE BAGS ARE HORRIBLE DIFFICULTY IN CLOSING BLACK BAG DUE TO ITS

THICKNESS

BRAND RECOGNITION- NEGLIGIBLE BRAND RECOGNITION

PURCHASE OF GARBAGE BAGS

LACK OF IMAGING ALONG WITH DISORDER IN THE SELVES OF THE SUPERMARKETS

PLACED IN BOTTOM SELF WITH CLEANING PRODUCTS

NO IDEA OF SIZE OF BAGS

1.MARKET KNOWLEDGEBRANDS- RIO, MORE IN TUNE WITH THE GARBAGE

BAG MARKET THAN SAO PAULOPACKAGING- SAO PAULO, FOLDED BLACK BAG

IMPORTANT ASPECTS FOR PURCHASE

WEIGHT- A ATTRIBUTE VALUED FOR GOOD QUALITY AND STRENGTH IN RIO DE JANEIRO(resilience)

IN SAO PAULO, STRENGTH WAS IDENTIFIED WITH BLACK BAGS

COLOUR ASSOCIATED WITH PRIVACY

PRICE

SIZE OF THE GARBAGE BAG

THE NEW GARBAGE BAGTHE IDEAL GARBAGE BAG SOMETHING EASY TO CLOSE RESILIENT DIFFERENT COLOURS FROM OTHERS

2. PACKAGING PREFERENCE: BOX OR PLASTICSAO PAULO-WITH THE SAME PRICE, SLIGHT TENDENCY TO FAVOR THE BOX

PACKAGINGRIO DE JANEIROBOX MORE EXPENSIVE, COULD WRINKLE AND GET WET

3. PRESENTATION OF THE GARBAGE BAG CLIMP FECHA FACIL

• GROUP MEMBERS APPEARED CURIOUS• FIRST REACTION TO TEST THE HANDLES ASSOCIATED DARKER BAGS WITH HANDLES,

WITH BETTER STRENGTHBETTER SIDE STICHING PRACTICALITYAPPEARED TO BE HYGENIC

4. ADVANTAGES OF THE NEW GARBAGE BAG

• THE CLOSING OF THE BAG• ABLE TO CARRY IT5. THE PRICESAO PAULOTHERE SHOULD NOT BE MUCH DIFFERENCE IN

PRICE OF NEW GARBAGE BAGS AND BLUE BAGSTHE HOUSEWIFE RESIDENTS WOULD PAY SAME

AS FOR DOVERTHE HOUSEWIVES OF APARTMENTS WILLING TO

PAY A BIT MORE THAN DOVER

RIO DE JANEIROADMITTED WILLINGNESS TO PAY A

CERTAIN VALUE OVER DOVER