A consumer product company is considering the development and launch of a new mosquito repellent.

Marketing Management

A consumer product company is considering the development and launch of a new mosquito repellent.

CASE STUDY (20 Marks)

A consumer product company is considering the development and launch of a new mosquito repellent. This product would consist of a liquid dispenser, like deodorant containers, you are familiar with. The mosquito repellent easily comes out from the nozzle and rapidly spreads in vapor when its push-button release is pressed lightly. Only a small amount of repellent is dispensed with each press and is mildly perfumed. The chemical used is completely non-toxic for humans and pets. Only 5 ml. of repellent is enough for a room measuring 14×12 sq. feet and its effect persists for two days after the room is sprayed just once.

Answer the following question.

 

Q1. Discuss, how you will be undertaking the concept testing of this new mosquito repellent before its launch?

 

Q2. What are the limitations and challenges in concept testing?

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