Case Study 1.1 Marketing Management

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Cas

eSt
udy:
Jui
cyFr
uitGum.
LEARNI
NGOBJ
ECTI
VES
•Ex
plai
nwhyor
gani
zat
ionsus
emar
ket
ingi
nfor
mat
iont
opr
ovi
dec
ust
ome
rins
ight
s.

Di
scove
rWhyt
heyCHEW?

° Backintheninet
ies
, j
uic
yfr ui
tgum, theoldes
tbr andofthewm. Wr
igleyj
r.Company,was
not
Chewingupt heteenmar ke
t ,gum’stopde mographic
.In1997,thecompanyfoundits
elf
under
Press
urefromc ompetit
ors.Salesandmar ketshareweredown.Howc oul
dwr i
gle
ygetmor e
Kidstogof orthe
irfamousgum?

Wr i
gle
ywe nttothesourcetofindout.Market
ingres
earche
rsapproachedteenswhoc hewed
fi
veormor est
icksofJui
cyFruiteachwe e
kandgavet he
mahome workas s
ignment:Find
pict
uresthatr
e mindyouofJui
c yFrui
tgumandwr i
teashortstor
yabouti t.
Whe nthekids
sharedthei
rstori
es,Wri
gleyle
ar ne
dthatt he
yc he
wJ ui
cyFr ui
tbecauseit
’ssweet.Theysai
d
i
t
r
efr
eshe
dande
ner
giz
edt
hem.

Wr i
gle
y’sad agency,BBDO,c onf
irmed whatt het e
enswe r
esayi
ng.Conducti
ng s ur
vey
re
search,
BBDO as ke
d mor ethan f
ourhundr ed heavy gum c hewerstoratevar
iousbr andsby
attr
ibutes
thatbestrepr
ese
ntedthem.ForJui
cyFrui
t,responde
ntspickedphr
asess
uchas“hast heri
ght
amountofs weet
ness”and“
ismadewi t
hnat uralsweet
ne s
s.”

Anot
herofBBDO’
sst
udi
esi
nve
sti
gat
edwhyt
eensi
npar
tic
ularc
hew gum.Wasi
ttoc
ope
wi
th
s
tre
ss?Orbe
caus
ethe
yfor
gott
obr
usht
hei
rte
ethbe
for
egoi
ngt
osc
hool
?Ne
arl
ythr
eeout
of
fourte
ensrepor
tedpoppingastic
kofgumintot
heirmouthwhe nt
heycr
avedsomet
hing
sweet.
AndJuicyFrui
twast hetopbr
andtheypi
cke
dt oful
fi
llt
hatnee
d.(Ri
valc
hewi
ng-gum
brandBigRe
dwasadi s
tantsec
ond.)

Che
wingont
heRe
sul
ts”

 Al
thought
hemar
ket
ingr
ese
arc
hconduc
tedbyt
heWr
igl
eyCo.
wasf
air
lys
impl
e,i
tpr
ovi
deda

ne
wdi
rec
tionf
ort
hec
ompany’
smar
ket
ings
trat
egyt
ocapt
uremor
eoft
hee
sse
nti
alt
een

mar
ket
.BBDOde
vel
ope
dfourTVc
omme
rci
alswi
tht
he“
Got
taHaveSwe
et”t
heme
.Roughl
y70

pe
rce
ntofr
esponde
ntsvol
unt
ari
lyr
ecal
le
dtheJ
uic
yFr
uitnameaf
terwat
chi
ngt
hec
omme
rci
al

(
theave
rager
ecal
lforabr
andofs
ugargumi
s57pe
rce
nt)
.Sal
esof100-
sti
ckbox
esofJ
uic
y

Fr
uitr
ose5pe
rce
ntaf
tert
hes
tar
toft
headc
ampai
gn,
reve
rsi
nga2pe
rce
ntde
cli
nepr
iort
oit
.

J
uic
yFr
uit
’smar
kets
har
eal
soi
ncr
eas
edf
rom4.
9pe
rce
ntt
o5.
3pe
rce
nt—t
hebi
gge
stgai
nof

anye
stabl
is
hedc
hewi
ng-
gumbr
anddur
ingt
heye
arf
oll
owi
ngt
hec
ampai
gn.

I
nthi
scas
e,mar
ket
ingr
ese
arc
hpai
dof
fwi
thbe
tte
rcus
tome
rins
ight
sthatmar
ket
ers

t
rans
lat
edi
ntoi
mpr
ove
dpr
oduc
tpos
iti
oni
ng,
mes
sagi
ng,
adve
rti
si
ngandul
ti
mat
elymar
ket

s
har
e.

Che
ckYourUnde
rst
andi
ng”
Answerthequest
ion(s)belowtoseehowwe l
lyouunders
tandthetopic
sc overe
din
thi
sOutcome.Thi
ss hortquizdoe
snotcounttowardyourgradei
nt heclass,
andyou
canre
readit,
Anunl imite
dnumbe rofti
mes.

Uset
hisqui
ztochec
kyourunde
rst
andi
nganddeci
dewhet
herto(
1)s
tudyt
he
pr
evi
oussec
tion,
Furthe
ror(
2)moveontothene
xtque
sti
on.

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