BADM 134 - Mini Case Study and Terminology Check Juicy Fruit Juicy Fruit Case: Discovering Why They Chew Back in the mid-2000's, Juicy Fruit Gum, the oldest brand of the Wm. Wrigley Ir. Company, was not chewing up the teen market, gum's top demographic. In 2007, the company found itself under pressure from competitors. Sales and market share were WRIGLEY'S down. How could Wrigley get more kids to go for their famous gum? Wrigley went to the source to find out. Marketing researchers approached teens who chewed five or more sticks of Juicy Fruit each week and gave them a homework assignment: Find pictures that remind you of Juley Fruit gum and write a short story about it. When the kids shared their stories, Wrigley learned that they chew Juicy Fruit because it's sweet. They said it refreshed and energized them Wrigley's ad agency, BBDO/OwnComo confirmed what the teens were saying. Conducting survey research, BBDO asked more than four hundred heavy yum chewers to rate various brands by attributes that best represented them. For Juicy Fruit, respondents picked phrases such as "has the right amount of sweetness" and "is made with natural sweetness." Another of BBDO's studies investigated why teens in particular chew gum. Was it to cope with stressor because they forgot to brush their teeth before going to school? Nearly three out of four teens reported fpping a stick of gum into their mouth when they craved something sweet And Juicy Pruit was the top britid they picked to fulfill that need. (Rival chewing-gum brand Big Red was a distant second) Chewing on the Results Although the marketing research conducted by the Wrigley Co. was fairly simple, it provided a new direction for the company's marketing strategy to capture more of the essential teen market. BBDO developed four TV commercials with the "Got Have Sweet" theme. Roughly 70 percent of respondents voluntarily recalled the Juley Pruit name after watching the commercial (the average recall for a brand of rum is sz percent). Sales of 100 stick boxes of July Fruit rose 5 percent after the start of the ad campaign, reversing a 2 percent decline prior to it. Juicy Pruit's market share also increased from 49 percent to 5.3 percent--the biggest fan of any established chewingum brand during the year following the campaign. to this case, marketing research paid off with better customer insights that marketers translated into Improved product positioning message advertising and ultimately market share Check Your Understanding Compose a possible research problem statement facing Wrigley's Juicy Fruit Gum. What type of research was Wrigley conducting when they assigned homework to the teens? Did they use one of the methods discussed? What type of research was Wrigley conducting when they gave a survey to the teens? What type of data was collected from the homework assignment? What type from the survey? Compose three possible Likert scale items that you might have asked the teens in the survey using the guidelines presented in class. Can you find any problems with your wording? Possible terms: respondent, qualitative, survey, conclusive, exploratory, focus group, quantitative reliability, validity, primary data, secondary data, Likert scale item ined States D Focus B A 3 4 5
