AD-LIDER

EMBALAGENS, SA
Marketing Research For Drawstring Trash Bags In
Brazil

Presented By- GROUP 4

Flow Of Presentation
1. Introduction
2. Objective
3. Brazils

Demographic Analysis

4. Company
5. Insights
6. Focus

Analysis

into Plastic Garbage bag Market

Groups

7. Analysis-

Customers, Competitive, Alternative

8. Recommendations

Market

Researchers

Introduction
-

Lazlo

Sved

and

Emilio

Figer

(Senior

Executives)

Industry - Household Garbage Bags

Product- Drawstring Trash Bag named Climp Fecha Facil (Easy Close)

Investment - 1 million Dollars

Time - July, 2001

Location- Brazil

Objective

To gather information about Consumer Preferences and Consumer

habits with respect to targeting and positioning , and creating value
for the consumer.

To analyse competitors products and its impact on pricing, product

size and distribution decisions.

To assess the need to launch a new product that was modern and
offered the market a more favorable cost/benefit relationship than

Brazil
The Brazilian Market Research Association developed a social class
classification on the basis of Income, education and material
possessionsClasses A & B
19% of Brazilian Households
and accounted for 52% of
national consumption.

Class C
30% of Brazilian Households and
accounted for 28% of national
consumption.

Class D & E
51% of Brazilian Households
and accounted for only 20%
0f national consumption.

Highest level of income,

education
and
purchasing
power.

Typical workers in the lower

middle class.

Lacked purchasing power.

Sophisticated Customers.

Struggled to afford most basic

goods and services.

Ad-lider Embalagens, SA
Commercial Division

Consumer Division

Industrial Division

AD-ROLL- Plastic bags for

produce
and
meat
departments.

Limp-O-Lixo- Line of household

garbage bags.

Packaging
products
for
manufacturers
for
sale
to
consumers. Ex- Beans and Rice.

AD-SHOP- Bags purchased by

retailers like fashion boutiques
and
supermarkets
for
shoppers to carry purchases
home.
Accounted
for
company income.

52%

of

FREEZER- sold to consumers

for storing food in freezers.
SACOS REFORCADOS ADLIDER (reinforced bags)- Sold
to commercial firms such as
hospitals,
restaurants
and
building
maintenance
companies.

Packaging materials to shrinkwrap pallets.

Packaging products to bundle
products.

Company Analysis

Current garbage bag brand: Limp-o-Lixo

-Super-economy, multi-use
-Sold in rolls
-Capacity: 15-100 litres

New garbage bag brand- Climp Fecha Facil

Use sales promotion

Large Supermarket Chains

Convenience Stores/ Retailers

Insights into Plastic Garbage Bag

Market
3 national brands: Limp-o-Lixo
(Ad-Lider), Dover Roll (Fort-Roll) &
Koleta (Colmag)
Regional
Dover

brands & Supermarkets own store brands

Roll: Market Leader

Symbol of Quality
Biggest Competitor

Color:

Blue/Black

Capacity:

15,20,30,50,60 and 100 litres

Packaging:

Rolls (Plastic Bag)/Folded (Plastic or Cardboard Boxes)

FOCUS GROUPS

The objective was to evaluate the acceptance of new Easy Close Garbage
bag, understanding the packaging preference and the perception of
purchasers about easy close(drawstring) feature.

A total of 3 focus group were conducted, 2 in Sao Paulo and 1 in Rio de

Janeiro.

In Sao Paulo

) In

1)

Housewives living in apartments

2)

Housewives living in Houses

Rio de Janeiro
1)

Housewives living in apartments

Participants were selected from A and B social classes, and all of them were
involved in household responsibilities.

Focus Group
Profile of participantsFocus Group

Marital Status

Age Group

Education

Married

28-40

Min High School

Married/Single

28-39

Graduates

single/divorced

32-42

Min High School

**Note: 1 refers to participants living in Sao Paulo, houses

2 refers to participants living in Sao Paulo, apartments
3 refers to participants living in Rio de Janeiro, houses

Analysis of Sao Paulo

Mostly Women were the decision makers.

For disposable and cleaning materials, Practicality was the most

important factor followed by advertisement

Predominated usage of Black colored bags and of 100L capacity

No recognition of any particular brand in Sao Paulo.

Purchaser are price conscious.Mainly Resilience, price, size of the

bag, closing aspect of bag were the important factors in choosing
the garbage bag.

Issue mentioned was the difficulty in closing the 100l black bag due
to its thickness.

According to them, the ideal bag needed to have a closing system,

Analysis of Rio De Janeiro

Not

only

women

but

men

were

also

involved

in

decision

making.Women more rational, Men more curious.

Due to lack of availability of black colored bags, blue color was

associated with garbage bags.

Most popular competitor brand named was Dover Roll; quality was
superior,handles present.

Supermarket plastic bags were preferred because of the handles.

Quality and resilience were deciding factors of purchase.

Customer Analysis
Market analyzed on the basis of 5 social classes
A,B,C,D,E
Consumer data and market data collected
Purchases by gender
Purchase Frequency

Customer Analysis
Purchase motivator-Climp
Fecha Facil

Purchase motivator

Customer Analysis
Similarities in customer preferences
Thick

quality prefered

Price
Easy

to close

Resilience

Differences in customer preferences

Packaging
Colour
Price

Sensitivity

Competitor Analysis

Competitors: 1. Dover Roll

(Fort-Roll)

2. Koleta
(Colmag)
3. Others
-Sendas
-Extra
-Bom
Preco

Competitor Analysis
CUSTOMER PERCEPTION
Dover Roll- Blue, Resilient, Quality
Koleta-

Black,

Super-Economy,

Bathroom
Ad-Lider- Super-economy, Multi-use

Alternative Analysis
-Targeting

and positioning

Class A and B-consumes 52% of total

Females preferred the product over males
Size preferred was 50L by focus Groups.
Color- Most preferred Dark colors -resilient
- Sao paulo preferred Black
- Rio preferred Blue (color of Dover Roll)

Continued.
Packaging:
Box
- Easy to locate on shelf
- Could get wet
Plastic

- Practical
- Used in popular Dover Roll
- Inconvenient to handle

Price

- Low price : More value to the customer but less revenue

- High price : Faster break-even but not for price-sensitive
customers
Supermarkets

power.

and retails are the targeted customers - high purchasing

Climp Fecha Fecil -Perception

Ideal Bag- closing system,resilient,opaque,unique color.

Well received closing system

Sao Paulo-Box packaging preferred over plastic packaging

Rio de janeiro- did not prefer box packaging

Darker bags-better texture , clear bag-weak

Practical

Hygienic

Limited the choice to 50L bags.

Preferred darker colors.

Buying decision depends on price.

Recommendations

Target Market- Social Class A & B, Gender- Female.

Size- 50L

Product Color- Dark Green

Packaging- Box (50 bags/box)

Price- Same as Dover Roll

Place- Supermarkets, stores and retailers.

Promotion- Advertising/Introduction Sales Promotion.

Thank You