Case A

Your company makes plastic bags. It wants to enter into the garbage bag market. You must create a new product that offers distinctive features and benefits to set it apart in the competitive and crowded garbage bag market.

A study of users' needs and wants reveals:
- Users dislike wires to tie garbage bags.
  - The get lost.
- Users dislike garbage bags with plastic ties.
  - They are too short.
  - They become untied.
- Users dislike garbage.
  - The smell.
  - The look.
  - The feel.
- Users fear the garbage bag will break.
- Users wrestle with clingy plastic bags.
- Users have trouble opening plastic bags.
- Users get annoyed when the bag comes off the rim and garbage ends up outside the bag.
- Users have trouble getting bags to fit properly around the rim of the garbage container (basket).
- Users want a bag that is very easy to open.
- Users want a bag that is very easy to close.
- Users want to feel confident their garbage bag will not break.
- Users want a bag that fits the garbage basket.
- Users want a bag that dispenses easily.

Currently there is no product on the market that addresses all of these needs. Because there are problems with competitor's products, a market gap exists.

Case A

Notes