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Suchomel Chemical Company

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Submitted By nismo0373
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Mark McCourry
MRKT Research
Prof. Reed
April 20, 2015

Suchomel Chemical Company

Suchomel Chemical company is an old-line chemical company that manufactured chemicals used in and around their consumers homes. Suchomel not only managed to maintain but had also increased its market share in several of its key lines in the past years in spite of increased competition from the major national brands. Suchomel discovered that it was better to keep their most popular products relatively the same just change minor things such as a new bottle design or label. The company agreed to stick to the things it new best, rather than try to be all things, (products), to all people, which was believed to spread their resources too thin because of their regional nature.

One innovation they were considering was a new scent for their insect repellent spray. The new scent went under sever tests and trials to discover that the new scent repelled not only mosquitos, but common household bugs as well. It outperformed more than two national leading brands.

The household insecticide market has been in a decline for the past several years due to new innovations in exterminations, such companies with large chemical tanks that can spay the household twice a year and repel insects. With the companies past experience they believed that the name of their new spray was particularly important in its success. The idea was to have the name of the new product associate and appeal with not only the buyer but the end user as well. Suchomel decided to do some market research in the forms of interviews and questioners.

The first alternative was complied of a list of possible names that were originated from a group brainstorming session. Later these possible product names would be divided into subsets that would later be filtered down to the two best names. the second alternative had several stages. Respondents would be asked to rate each of the 20 names on a scale of 1-7, 1 being extremely inappropriate and 7 being extremely appropriate. After rating the names each respondent would be asked to spray the back of their hands or arm with the product, then be asked to rate the scent on a similar scale as above. I would recommended the 2nd alternative simply because it reveals more information and insights from the consumers.

I would use the specific data from each alternate method to discover exactly how our consumers appealed to the new name and scent. Then I would choose the most popular and appealing from our final name options that our respondents chose. I think personal interviews in shopping malls can be extremely effective because it can create a very random sample and allow you to target many people at one particular time.

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