sold disposable diapers under the name Cuddly. This company had developed different kinds of diapers and pull-up diapers and they suffered a loss of share of diaper sales in the stores they served, and a downward sales trend between 1993-1997, due to a series of price wars. So the company strove to reverse the situation and to increase sales volume by making changes to packaging, physical design of the diapers, and introducing new pull-up trainer diapers to the market, and promotion through advertising to encourage the involvement of children in the process since 1995. They had also developed a new multipack that contained different prints of pull-ups by 1997. This report will focus on whether multipack, a new pull-up variety of diapers with adjustable straps newly developed by Jones Inc. is ready for testing, and how the test should be carried out. We will also look at the past sales performance of other pull-up diapers of this company to gain insights and relevant information to find out the consumer choice criteria, and the trend of the diaper business. In this report, we will also analyse whether a market research for the multipack carrier is worthwhile, considering the benefits and costs of the research, clarify what decision motivates the research, and diagnose possible problems and opportunities regarding the test proposed by Charles Krieger, the president of Jones Inc..Body: Jones Inc.’s sales had grown from 1990 until 1993 to and annual level of $3.75 million, but since then until 1997, a series of price wars had cut the company’s sales to $3.6 million, with a new low of only 853 unit sales in April 1995. So Jones Inc. had to strive for an improvement in sales volume and look for ways to reverse the downward sales trend. Their business objectives are to increase sales volume, increase the share of diaper sales in the market and to increase profit. A right market research could provide them with th...
