Marketing Case
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Dear Mr. Krieger,
Due to poor packaging design and cost of the plastic containers being produced going up over the years Clover Valley has developed a new design for our yogurt containers. Competition and price wars in this market along with sales dropping over the years is why we have considered a new packaging design for our yogurt.
After careful review of your letter regarding the market testing of the multipack cups and carriers, we have taken some of your ideas into consideration and have come up with the following.
Our testing will take place at a local market that we have a very good relationship with. It is a very busy market that is open 24 hours 7days a week. The market will allow us to have someone at the market on any weekend of our choice.
We will be marketing the new multipack carriers to see if consumers like the new packaging; is it easy to separate from the other cups and are the lids easy to open. We are conducting this survey in order to boost sales. Consumers will be asked to fill out a brief survey when they purchase any flavor multipack yogurt.
We will be conducting this short survey on 3 x 5 pre-addressed stamped index cards. For every survey completed and returned to us the consumer will get a coupon in the mail for a 50 cents off their next purchase of a multipack.
Below are the questions we will be asking consumers on the survey.
Were the multipacks secured well enough to each other?
Were all of the cups intact?
Were the cups easy to separate from each other?
Were the lids easy to open?
Do you prefer multipacks or single cups?
After the weekend survey cards are received we will be conducting a month long study of which packaging consumers preferred to purchase. Due to the past problems with packing issues we have come up with a new package to test on consumers. The cups will be 6oz rather than 8oz in the multipacks. This will ensure to boost revenue. The perforation will be easier to separate. This will make it easier for consumers. The lids on the cups will have a tab on it to make it easier for consumers to open.
Once all the surveys are collected and the month long study is compiled and reviewed we will be able to determine if the new packing will boost our yogurt sales. We will also take all suggestions from consumers into consideration for more changes to the packaging if necessary.
We are sure that the time and money we are spending on the research of our products new packaging will be minimal in regards to the sales once the new packaging is in place at all of our vendors.