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Case
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Reference no. IMD-5-0435
Subject category: Marketing
Published by: International Institute for Management Development (IMD)
Originally published in: 1993
Version: 05.04.2013
Revision date: 16-Aug-2016
Length: 26 pages
Data source: Field research

Abstract

This is part of a case series. A traditional manufacturer of protective packaging in the UK, which has always focused on the distributor as the real customer, decides to do research to establish how its end users feel about its products. The new CEO realizes that despite the firm's success, especially of its well-known Jiffy Bag, it doesn't really know who its end-user customers are, what they want, or if they are getting the correct product from distributors. What does the research reveal? What should Jiffy do to make sure that customers get the value out of their packaging - thereby avoiding the inevitable commodity-price syndrome.
Location:
Size:
L15 million
Other setting(s):
1991-1992

About

Abstract

This is part of a case series. A traditional manufacturer of protective packaging in the UK, which has always focused on the distributor as the real customer, decides to do research to establish how its end users feel about its products. The new CEO realizes that despite the firm's success, especially of its well-known Jiffy Bag, it doesn't really know who its end-user customers are, what they want, or if they are getting the correct product from distributors. What does the research reveal? What should Jiffy do to make sure that customers get the value out of their packaging - thereby avoiding the inevitable commodity-price syndrome.

Settings

Location:
Size:
L15 million
Other setting(s):
1991-1992

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