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B. Charles Ames and James D. Hlavacek, Managing Marketing for
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Alfred S. Boote, "Market Segmentation by Personal Values and
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Kenneth Boulding, Economic Analysis, New York, N.Y.: Harper &
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C HAPTER3
MARKETING RESEARCH: AN AID TO
DECISION MAKING
LEARNING O BJ EC T IV ES
Having completed this chapte r, you should '
•
Understand the role of marketing research .
•
Understand the marketing research process and the techniques
employed .
DISCOVERING WHY THE Y C HEW
JUiCY Fruit Gum, the oldest brand of the Wm. Wrigley Jr. Company, wasn't chew-
ing up the teen market, gum's top demographic. In 1997, the company found itself under
pressure from competitors. Sales and market share were down . How could Wrigley make
more kids chomp on Juicy Fruit?
What qualities about Juicy Fruit might appeal to teens? Wrigley went to the source
to find out. It found kids who chew five sticks or more of Juicy Fruit each week and
promptly gave them a homework assignment. Find pictures that remind them of the gum
and write a short story about it. From the focus group, Wrigley learned that teens chew
Juicy Fruit because it's sweet. It refreshes and energizes them.
Their ad agency, BBDO, confirmed what the teens were say ing . BBDO asked
more than 400 heavy gum chewers to rate various brands by attributes that best repre-
sented them. For Juicy Fruit, respondents picked phrases such as "has the right amount
of sweetness" and "is made with natural sweetness."
Another study by BBDO looked into why tee ns chew gum. Was it because they 're
stressed out-or because they forgot to brush their teeth before going to school? Nearly
three out of four kids said they stick a wad into their mouth when they crave something
sweet. And Juicy Fruit was the top brand they chose to fulfill that need (Big Red was a
distant second).
Sources: "How Sweet It Is," American Demog raphics, March 2000, p, S 18; "Flavor du Jour," American Demog raphics, March 2000, p, S I 0; Erika Ra smusso n, "Cool for Sale," Sales & Marketing Management , March 1998, pp. 20-22, INTRODUCTION
Although the marketing research conducted by the Wrigley Co. was fairly simple, it pro-
vided a new direcLion for their marketing strategy. BBDO developed four TV commercials
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