Based on the Test-Market Recommendation by the Research Firm and Heather Courtwright
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Based on the test-market recommendation by the research firm and Heather Courtwright, the recommendation of introduce the new package design in limited cross-section of drug and food-and-drug stores, which including of heavy-volume and low-volume stores is a right decision. This could bring benefit to the Parvaderm Corporation by creating awareness of the new package design, higher rate of products exposure and higher accessibility and conveniences of products to its customers. Customer could easily discover when the new packaging of product was introduced due do the high availability of the new packaging product launching at every store that do carry Soft and Silky Shaving Gel.
Furthermore, the new aerosol package would be placed among womens toiletries, and the test would run for three months. As the research showed that customers would expect to find the aerosol can next to the tube container, hence, the new package should placed on the toiletries department because female customer normally would prefer to get the shaving gel from the toiletries department. Moreover, female customers prefer to get personal feminine product from a proper department and also in a comfortable condition as the toiletries department are selling privacy and personal products, this could increase the sales volume as customer could easily get the product whenever they need the hair removal product.
The downside of the recommendation is one half of the stores would carry 5.5ounce and the other half would carry the 10ounce container. This is not a correct idea, because customers would not take risk to try on a new product which only comes with big size, 10ounce. Therefore, the stores which only take 10ounce container are hardly to persuade customer to purchase and have a try as customers havent get adapt to the new package yet. Indirectly, the sales volume of the stores might not be likely. Resonances could happen if some of the return customers are satisfy with the product and want to purchase the 10ounce instead of 5.5ounce container but the store only offering 5.5ounce container. This could affect the sales volume too. Hence, both sizes of new aerosol containers should be display on every store which carrying Soft and Silky Shaving Gel.
Apart from this, a 20,000 unit minimum order on each package size for the market testing purpose is totally a burden for the retailers. As the new package is under market testing period, most of the retailers would not have enough capital to take in such large quantity of minimum order even though the previous tube Soft and Silky Shaving Gel was a hit product. Besides that, retailers have no confidences toward the new package, retailers are afraid of the failure of new packages development; hence, retailers would not take the risk, and some of the retailers may switch to other brands of shaving gel. This may influence the market share of the corporation and