Clover Valley Case Study

1024 words - 5 pages

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 ...view middle of the document...

In that discovery, if the item moved towards women and the packaging was elegant, they would be the consumer most likely to purchase the product. This really helps in defining our target market. I believe there are four important factors that should be looked at to determine the success or failure of a product. The first one I will speak about is Cost. Cost is a huge issue when it comes to trying out a new product. We will be able to lower the cost of our testing by limiting ourselves to one competitor and shopping our competitors. The next factor is Market Share. If our customers are satisfied, then our market share would definitely increase as a result. The third factor is handling. When a package is easy to handle (open and close) then we will have more success with it. I believe we will be able to do this by combining the six packs together. The fourth and final factor is Reusable. Is our product recyclable? In the age of green technology, it is important that we are able to recycle our product. This also helps with cost!

The second thing I wanted to discuss is how useful the proposed test will be in addressing the management problem. Are there any changes that should be made so that we don’t make the mistake from the product side and management side of it? The answer is yes! What changes can we make in order to avoid potential disaster of the product? Management will need to come together as a team and delegate out tasks that will lead us in the right direction. When there is a team effort behind product testing, there will be success. I think by getting everyone’s opinion on the new test will make it diversified and successful. The proposed test will be beneficial for increasing the sales and it will also help in identifying...

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