Question:
Does research support the launching of the Clim Fecha Facil brand? Why or why not? You shall indicate the findings that (1) support and (2) do not support the launch.
Answer: As per my understanding after reading the case, based on the research findings Ad-Lider should go ahead and launch "Climp Fecha Facil" bag. My recommendation is beased on following points
a. End users were not happy with the performances of the existing products and there were some unresolved issues faced by the end users.
b. There was considerable willingness to accept the new product, provided it should have the capability to overcome the issues with existing products.
c. There was very less or no brand loyalty among majority of the target market for the new product.
d. New product has the potential of addressing the major issue of closing the garbage bag. This could be one of major differentiator for the Ad-Lider.
e. From the data presented in the Appendix 4
i. Initial acceptance for the "Climp Fecha Facil" was very good - 88.17%
ii. Ad -Lider was market leader with market share of 55.35% - "Climp Fecha Facil" will help Ad-Lider to stay competitive in market to maintain leader position.
f. With huge market size and market potential, Ad-Lider can leverage the success got from the introduction of "Climp Fecha Facil" to other products also.