This case is of market research data about the launch of a new garbage bag drawstring in Brazil. Ad-Leader, one of the leaders in the Brazilian industrial plastic bag purchased production equipment for the production of a garbage bag, and now have to decide how the new product to be launched. The data for the focus groups and field interviews are included for analysis. The case touches on many areas of marketing, including product development, marketing research, and the creation of customer value.
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Rosane by Gartner, Dennis Guthery, Richard Ettenson Source: Thunderbird School of Global Management 21 pages. Publication Date: October 18, 2009. Prod. #: TB0141-PDF-ENG
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