Ad-Lider Case_Quezada,Isabella

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Marketing

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Apr 3, 2024

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Isabella Quezada Professor Somnolet MKTG-UB.55.001 Brand Strategy & Planning 20 February 2024 Ad-Lider Embalagens Case Is this a marketing-driven company? To be a marketing-driven company is to be influenced by customer needs and market knowledge. Ad-Lider Embalagens is a marketing-driven company that sought out consumer preferences through focus groups and analyzed its competitive strategy for other brands. Their focus is to anticipate what is lacking with the regular trash bag and deliver value through innovation. With their new design for trash bags, the company had the customer in mind. They wanted to distribute a modern and different product from other brands and “offered the market a more favorable cost/benefit relationship.” Even though they sought out customer needs, their customer division is not strictly defined. As Brazil has different social classes, it can be difficult to target a particular class of consumers as there are so many. Class C provided a great opportunity for Ad-Lider however their studies were performed in areas with social classes A and B. Who is the bag purchase decision maker? 74.14% of women purchased trash bags in their households or influenced their husbands to buy a particular brand (pg.18). Understanding your buyer is very important, as it helps you tailor your marketing to a specific gender demographic. Another aspect to note is the social demographic that was researched, which comprised classes A and B. Other class systems were not a part of the

data collection. This is relevant to note as Classes A and B consist of 19% of Brazilian households and 52% of national consumption. Why would the color of the bag (black or blue) matter? Different colors signify different levels of resilience. In Rio, blue and black are considered resilient, whereas in Sao Paulo, black is considered resilient and “hygienic.” Many consumers are predisposed to their perceptions around trash bags, and these factors can influence a company's design decisions. The factor that customers value most was the quality. The company concluded that the ideal bag was opaque and not too clear, as clear bags were not appealing to the buyers (pg.13). How do you attract the buyer at the shelf? One fundamental way to attract buyers is through the product's appearance and by listening to the consumer. Many housewives expressed their frustrations with the lack of package imaging and the disorder in the shelves (pg.12). Another aspect is through packaging, specifically having essential information listed on the box and the overall product attractiveness. As garbage bags aren’t the most luxury of products, you want the buyer to walk away with a product that is efficient and appealing. Was the research worth it? This particular case is fascinating as the research results explain the added value and demand for an added feature; consumers are willing to pay more for a good quality product. As Brazil is a vast country, it was essential to gather regional data and preferences to create a product that people will want, or a product that people thought they didn’t need, but now do. The research

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