Focus Groups Case

February 2, 2012

1. Yes, Ad-lider has a marketing orientation. They do research and attempt to tailor their products to their customers needs and offer a wide variety of products to fulfill these different needs.

2. For the focus groups, they chose housewives from the A and B social classes, those groups account for 52% of national consumption, who live in apartments in either Rio de Janeiro or Sao Paulo. In Sao Paulo, there was also a group who lived in houses. In the focus group, the goal was to get a very detailed picture of the way the products are used by their target audience and to do this in a controlled setting. To do this they also need a lot of information on the general habits associated with the product, garbage disposal in this case, their opinions of the products available, their views on the ideal product, and finally for the participants to give their opinion on the new product.

In the purchase intercept interviews the methodology was to quickly, and from a random group of people, determine the profile of the purchaser, see how frequently they purchased the product, find out the market share of major brands, determine the primary motivators/concerns with the purchase, and to determine how well the product compared with its direct competitors.

3. In the focus group, when the women were asked about the most important factors in choosing a garbage bag, they said it was price, size, and the strength of the bag. While the method for closing the bag was also important, it was not mentioned as one of the top three factors. This information can be very useful in marketing the Climp Fecha Facil bag because in marketing the product, they can highlight its affordability and durability compared to other brands, while also highlighting that it is superior to competitor bags because it also offers an easy and reliable method for closing the bag.