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Clover Valley Case Study

In:

Submitted By kllyword
Words 1004
Pages 5
November 5, 1978
Camden, New Jersey
Clover Valley Dairy Company

Dear Charles,
I am writing to you in response to your concerns regarding the market test on the new cups and carriers that Clover Valley is introducing to the customer. The purpose of this research is to see if the new packaging is worth the change and if the consumer will accept the new change. It will also tell us if the new six container holder will be effective. I do agree that the new carrier should be tested and it should be tested in other areas that are not our competitors. I also believe that it should be in our market as well as our competitors. One of the most important parts of testing a new product or design should always start with our competitors in mind. Knowing what our competitors are offering and how well it is accepted by the consumer should be the basis of our decision of even deciding if it should be tested and tried. Knowing our market and what is out there gives us a good lead on how to impact our consumers in a good way. This leads to why we should consider and include our competitor’s customer views as well as our non-competitor customer views just for comparison. By not including our non-competing stores, we are only hindering our abilities to fully see what will really sell and what won’t sell. May I suggest that we only limit to one competitor? This will give us more money for our budget and we won’t be throwing all our money into several competitors’ when only one will give us what we need.

If a test is necessary, what should be the criteria for success or failure? I believe the main point to press should be how sales are impacted. Most of the time, sales can increase by the look of a package for an item, alone. A lot of the times if the packaging to an item is presented well, customers will by because of the look. Surveys have been conducted on the appearance of a

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