September 10, 1978
Camden, New Jersey
Clover Valley Dairy Company
I am writing you in response to your concerns about the market test on the new cups and carriers
Clover Valley Dairy Company is introducing to the consumer. I appreciate your suggestions and have definitely considered them. The purpose of the research is the see how the new packaging is accepted by the consumer and if it is worth it to move to the new six (6) container holder. Number one, I definitely agree that the multipack carriers should be tested and should be tested in other outlets that are not competing with us, but also our markets that are our competitors. I say this because I feel that we should include our competitor’s customer’s views as well as our non-competitor customer views for comparison. If we only use non competing stores, we will not get a full picture of what will really sell well and what will not. I suggest that we limit I competitors so that we will not go over budget, but definitely include them.
If a test is judged necessary, what should be the criteria for success or failure? The main factor should be how sales are impacted. Often time’s sales can increase just by the look of a package for an item. If the packaging is appealing customers will buy just by the look. There have been surveys done on appearance of products and what target consumer. It was discovered from the test that if the item is geared towards women and the packaging was nice, they would be the customer who would purchase the item. I feel there are five (5) important factors that should be addressed to determine the success or failure of the product. Market share, cost, supplier, handling and reusable. Our market share would definitely increase if our customer was satisfied. The cost of the package per unit decreases if the package is good and becomes successful. If a package is easy to handle, which we are looking to do with having combined the six (6)...
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