A market study for the plastic packaging sector in Brazil was carried out for Inplac. The objective was to base a decision on which market segment they should focus their commercial actions on in order to optimize their sales and increase returns.

With more than 1,000 employees, since 1974 Inplac S/A has been a national highlight in the plastic packaging segment for the agricultural sector. Located in Santa Catarina, the company is a pioneer in technological innovation applied to plastic products and services, becoming a national leader in the sector.

In order to support the definition of its market focus, the study’s premise was not only to identify the size of the target market, but also to guide the technical adequacy of the final product in order to meet the expectations of potential customers.

The project journey then involved the detailed study of the plastic packaging sector, on a secondary basis, in order to project the size and growth of consumption for the next 5 years. In order to detail the needs of the target audience, direct primary research was carried out in order to guide the definition of the ideal product. To this end, the Value Engineering method was also used, which aims to eliminate or modify items that do not contribute to achieving the solution’s objectives, guiding customers towards a greater perception of value.

Additionally, research with competing companies was undertaken in order to analyze market share and identify differences, both in the product and the associated service, to guide the establishment of arguments that allow boosting sales, optimizing the acquisition cost.