CLOVER VALLEY DAIRY COMPANY CASE STUDY

Clover Valley Dairy Company Case Study



Clover Valley Dairy Company Case Study

Jun 26, 1978

Vince RothGeneral ManagerClover Valley Dairy CompanyClover Valley Corporate CenterCamden, NJ 02010

Dear Krieger,

I got your letter regarding multipack testing a day back and I wanted to study some of the aspects before writing back to you. It must be surprising to you that our new packaging is appreciated in the plant and the families of our employees. It has also decreased the cost to 7.5 cents per 6oz cup which was about 12 cents earlier. I believe that the idea of developing the multipack carrier to hold six cups together will be successful in market and it will help us in boosting our sales up to the level we had before.

There are some aspects which I want to discuss with you regarding the testing part of the packaging. Since, we have finished with the testing part on our own employees and their families which they have liked and appreciated, we can now easily go and test this packaging in the market. However, there was a question in my mind if the multipack carrier should be really tested or not? We can either sell them directly to the market without going through the testing part. On the other hand, after reading your letter and the options which you have mentioned in the letter, I have come to the conclusion that we should test the multipack carrier. I do not think that the testing part will disappoint us. In fact, it will be liked by many people and the retailers as well.

As far as your given options are concerned, I think the Bill's Market would be best to be tested first since we they do not have any of our competitors' products in ...