Essay Clover Valley Dairy Case Study - Letter to Charles...

Clover Valley Dairy Case study - Letter to Charles Krieger Dear Charles Krieger, A big thanks for your letter in regards to market testing of the new cups and carriers! Your suggestions are much appreciated and are really very helpful in what we are trying to do. I want to share my thoughts about the market testing we want to conduct and also discuss with you the ideas you have proposed, with the final goal of finalizing them and ensuring that we indeed have the right approach for this initiative. I have outlined below my thinking on key points for your consideration. Before getting into the actual market test, I wanted to discuss and clarify on what is the actual purpose of this research. We have spent significant time and effort†¦show more content†¦It should without a doubt be cost effective. Considering this, I would agree with your suggestion of having a much smaller test market to carry out the study, with primary research using real customers. Primary research would give us key insights from real customers which can be acted upon, and as we are doing this with just a subset of the population it would be both cost effective and not risk overall product objectives. This brings us to the larger question of whether the multipack should be tested at all, as interest and employee family testing has shown it to be working and effective for the purpose intended. I believe that it is very important and critical that we have this test, as it would help us validate our assumptions and have feedback from real customers, insight that could prove very valuable and also prevent us from risk of failure and harming one of our very successful new products. If we are going ahead with the test, we should also deliberate and agree on the criteria that would measure success or failure of the testing. The criteria for success would be subjective feedback from customers that they like the new packing at least at the same level as the older one. Objective feedback for success would be that there is no loss of sales or increase of sales with the new packaging. On the contrary, the failure criteria for this test would be sales of the product going down and customers not buying. Other failureShow MoreRelatedClover Valley Dairy Compan Essay1807 Words   |  8 PagesThe study data appear to support the notion that CFC grape juice is held in high esteem in Puerto Rico, yet a solution to CFC’s sales problem is needed. With this in mind, Ms. Verbrugge arranged a meeting with Jeff Hartman, Market Research Manager, to discuss and review the situation. Ms. Verbrugge wanted to examine the problem in more detail and was prepared to commit additional funds for marketing research. Before making any decision, however, she wanted Mr. Hartman’s assessment of the situation