Ad-Lider Embalagens, Sa: Marketing Research for Drawstring Trash Bags in Brazil

2198 words 9 pages
| | [Type the document title] | A case study on Ad-lider Embalagens, SA: Marketing Research for drawstring trash bags in Brazil |

Ad- Lider Embalagens, SA was founded in 1970. The company headquartered in the town of Tres Rios, Rio de Jeneiro is one of Brazil’s largest manufacturers of plastic bags and packaging. A commercial office is located in the city of Rio de Jenerio. The company controls Ad- lider transportation, a trucking firm that distributes its products. The firm sells direct to large accounts and uses 43 specialized distributors to cover other accounts throughout Brazil. This company had three divisions: commercial product (AD-ROLL and AD-SHOP), consumer products (Limp- O Lixo, FREEZER, SACOS
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This allowed many Brazilians to purchase consumers good which was inaccessible to them before the recession.
The Ad-Lider Embalagens faces tough competition from other national brand of garbage bag roll like Fort Roll and Colmag. Among these two, Fort Roll being the manufacturer of Dover Roll is the strongest competitor .Moreover supermarket chains worked with only one leader brand so it might be problem for the company to sell its new product “Climp Fecha Facil” to the supermarket in existence of other leading brands. Supermarket chains like Sendas, Bom Preco and having their own trash bag brands has increase the competition even more. Thus the market is saturated with considerable number of manufacturers from national level as well as regional and local supermarket level so this increases the threat of losing market share in coming years.
In retail stores, trash bags were located in the household cleaning product section. These bags were located in the bottom shelf so consumers did not use to pay much attention to these bags.
The company should use its strength to tackle with the threats present in the environment and to grasp the opportunities.

Competitive analysis
The three major national brands were Ad-lider, Fort-Roll, and Colmag. In addition to national brands, there were regional brands and many supermarkets carried their own brands. Fort- Roll produces two types of bags namely Dover roll and