The "Easy Grab" Grocery Bag-John Mottola

Problem: Excessive wasted plastic bags due to tearing, inability to open and difficulty seperating.

Solution: Develop a plastic grocery bag composed of properties which removes all static electricity therefore reducing tearing, man hours, and waste.

New-product Strategy: We all have been to the grocery store and witnessed the cashier struggling to open the next bag. In the context of one cashier this may seem meaningless. However, in the grand scheme of a large retailer such as Wal-Mart, the man hours lost trying to bag groceries can add up to a significant amount. A larger issue this product can address is the waste factor due to excessive loss of product. Employees and customers alike have grabbed handfuls of extra bags when it is to difficult to seperate them only to throw them out.


Idea Generation: As a consumer I am concerned about the environment. The idea of minimizing waste and excessive man hours is appealing. This concept would also be utilized in the promotion process to the large retailers.

Business Analysis: Demand for the product should be high amongst all retailers. The new product can help their bottom line and profits. Introduction would be rather easy as the retailer has all control over the products they use in their locations. The new product would affect employess making their job easier. Risk is minimal at best, and the overall cost should be minimal.

Development: Create a prototype and Introduce at trade seminars. The marketing concept should be aimed at the "green" aspects of the new bag - less waste and environmental impact.

Test Marketing: Limited introduction through a well known retailer at their busiest locations. Offer new grocery bags at a discounted or free rate in exchange for the retailer's(our customer) input and data. Give the retailer the freedom to experiment with the product openly.

Commercialization: The decision to market the "Easy Grab" Grocery bag is based on the success of the previous steps in the new product development process. Ordering production materials and equipment to mass produce the grocery bags will begin along with creating the proper distribution channels to move the product.