{"id":4090,"date":"2016-01-23T03:12:40","date_gmt":"2016-01-23T03:12:40","guid":{"rendered":"https:\/\/courses.candelalearning.com\/marketingxwaymakerxspring2016\/?post_type=chapter&#038;p=4090"},"modified":"2017-07-21T21:43:05","modified_gmt":"2017-07-21T21:43:05","slug":"case-study-juicy-fruit-gum","status":"publish","type":"chapter","link":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/chapter\/case-study-juicy-fruit-gum\/","title":{"raw":"Case Study: Juicy Fruit Gum","rendered":"Case Study: Juicy Fruit Gum"},"content":{"raw":"<div class=\"textbox learning-objectives\">\r\n<h3>Learning Objectives<\/h3>\r\n<ul>\r\n \t<li>Explain why organizations use marketing information to provide customer insights<\/li>\r\n<\/ul>\r\n<\/div>\r\n<h2>Discovering Why They Chew<\/h2>\r\n<a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2015\/12\/1556425504_8bf2081e46_b.jpg\"><img class=\"wp-image-3005 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105112\/1556425504_8bf2081e46_b-1024x768.jpg\" alt=\"Photo of one package of Wrigley's Juicy Fruit gum\" width=\"274\" height=\"205\" \/><\/a>\r\n\r\nBack in the nineties, Juicy Fruit Gum, the oldest brand of the Wm. Wrigley Jr. Company, was not chewing 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 get\u00a0more kids to go for\u00a0their famous gum?\r\n\r\nWrigley went to the source to find out. Marketing researchers approached teens\u00a0who chewed five or more sticks of Juicy Fruit each week and gave them a homework assignment: Find pictures that remind you\u00a0of Juicy Fruit gum and write a short story about it. When the kids shared their stories, Wrigley learned that they\u00a0chew Juicy Fruit because it's sweet. They said it refreshed and energized them.\r\n\r\nWrigley's\u00a0ad agency, BBDO, confirmed what the teens were saying. Conducting survey research, BBDO asked more than four hundred\u00a0heavy gum 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.\"\r\n\r\nAnother of BBDO's studies investigated\u00a0why teens in particular chew gum. Was it to cope with stress? Or because they forgot to brush their teeth before going to school? Nearly three out of four teens reported\u00a0popping a stick of gum into their mouth when they craved something sweet. And Juicy Fruit was the top brand they picked\u00a0to fulfill that need. (Rival chewing-gum brand Big Red was a distant second.)\r\n<h2>Chewing on the Results<\/h2>\r\n<a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2015\/12\/8048582032_369e4f57c2_k.jpg\"><img class=\"wp-image-3008 alignright\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105114\/8048582032_369e4f57c2_k-1024x683.jpg\" alt=\"Teenage girl in foreground wearing sunglasses, blowing a gum bubble. Boy in background.\" width=\"274\" height=\"183\" \/><\/a>\r\n\r\nAlthough the marketing research conducted by the Wrigley Co. was fairly simple, it provided a new direction for the company's\u00a0marketing strategy to capture more of the essential teen market. BBDO developed four TV commercials with the \"Gotta Have Sweet\" theme. Roughly 70 percent of respondents voluntarily recalled the Juicy Fruit name after watching the commercial (the average recall for a brand of sugar gum is 57 percent). Sales of 100-stick boxes of Juicy Fruit rose 5 percent after the start of the ad campaign, reversing a 2 percent decline prior to it. Juicy Fruit's market share also increased from 4.9 percent to\u00a05.3 percent\u2014the biggest gain of any established chewing-gum brand during the year following the campaign.\r\n\r\nIn this case, marketing research paid off with better customer insights that marketers translated into improved product positioning, messaging, advertising and ultimately market share.\r\n<h2><strong>Check Your Understanding<\/strong><\/h2>\r\nAnswer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does\u00a0<strong>not<\/strong>\u00a0count toward your grade in the class, and you can retake it an unlimited number of times.\r\n\r\nUse this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.\r\n\r\nhttps:\/\/assessments.lumenlearning.com\/assessments\/773","rendered":"<div class=\"textbox learning-objectives\">\n<h3>Learning Objectives<\/h3>\n<ul>\n<li>Explain why organizations use marketing information to provide customer insights<\/li>\n<\/ul>\n<\/div>\n<h2>Discovering Why They Chew<\/h2>\n<p><a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2015\/12\/1556425504_8bf2081e46_b.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3005 alignleft\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105112\/1556425504_8bf2081e46_b-1024x768.jpg\" alt=\"Photo of one package of Wrigley's Juicy Fruit gum\" width=\"274\" height=\"205\" \/><\/a><\/p>\n<p>Back in the nineties, Juicy Fruit Gum, the oldest brand of the Wm. Wrigley Jr. Company, was not chewing up the teen market, gum&#8217;s top demographic. In 1997, the company found itself under pressure from competitors. Sales and market share were down. How could Wrigley get\u00a0more kids to go for\u00a0their famous gum?<\/p>\n<p>Wrigley went to the source to find out. Marketing researchers approached teens\u00a0who chewed five or more sticks of Juicy Fruit each week and gave them a homework assignment: Find pictures that remind you\u00a0of Juicy Fruit gum and write a short story about it. When the kids shared their stories, Wrigley learned that they\u00a0chew Juicy Fruit because it&#8217;s sweet. They said it refreshed and energized them.<\/p>\n<p>Wrigley&#8217;s\u00a0ad agency, BBDO, confirmed what the teens were saying. Conducting survey research, BBDO asked more than four hundred\u00a0heavy gum chewers to rate various brands by attributes that best represented them. For Juicy Fruit, respondents picked phrases such as &#8220;has the right amount of sweetness&#8221; and &#8220;is made with natural sweetness.&#8221;<\/p>\n<p>Another of BBDO&#8217;s studies investigated\u00a0why teens in particular chew gum. Was it to cope with stress? Or because they forgot to brush their teeth before going to school? Nearly three out of four teens reported\u00a0popping a stick of gum into their mouth when they craved something sweet. And Juicy Fruit was the top brand they picked\u00a0to fulfill that need. (Rival chewing-gum brand Big Red was a distant second.)<\/p>\n<h2>Chewing on the Results<\/h2>\n<p><a href=\"https:\/\/courses.candelalearning.com\/waymakerintromarketing1xmaster\/wp-content\/uploads\/sites\/903\/2015\/12\/8048582032_369e4f57c2_k.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-3008 alignright\" src=\"https:\/\/s3-us-west-2.amazonaws.com\/courses-images-archive-read-only\/wp-content\/uploads\/sites\/1505\/2016\/01\/04105114\/8048582032_369e4f57c2_k-1024x683.jpg\" alt=\"Teenage girl in foreground wearing sunglasses, blowing a gum bubble. Boy in background.\" width=\"274\" height=\"183\" \/><\/a><\/p>\n<p>Although the marketing research conducted by the Wrigley Co. was fairly simple, it provided a new direction for the company&#8217;s\u00a0marketing strategy to capture more of the essential teen market. BBDO developed four TV commercials with the &#8220;Gotta Have Sweet&#8221; theme. Roughly 70 percent of respondents voluntarily recalled the Juicy Fruit name after watching the commercial (the average recall for a brand of sugar gum is 57 percent). Sales of 100-stick boxes of Juicy Fruit rose 5 percent after the start of the ad campaign, reversing a 2 percent decline prior to it. Juicy Fruit&#8217;s market share also increased from 4.9 percent to\u00a05.3 percent\u2014the biggest gain of any established chewing-gum brand during the year following the campaign.<\/p>\n<p>In this case, marketing research paid off with better customer insights that marketers translated into improved product positioning, messaging, advertising and ultimately market share.<\/p>\n<h2><strong>Check Your Understanding<\/strong><\/h2>\n<p>Answer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does\u00a0<strong>not<\/strong>\u00a0count toward your grade in the class, and you can retake it an unlimited number of times.<\/p>\n<p>Use this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.<\/p>\n<p>\t<iframe id=\"lumen_assessment_773\" class=\"resizable\" src=\"https:\/\/assessments.lumenlearning.com\/assessments\/load?assessment_id=773&#38;embed=1&#38;external_user_id=&#38;external_context_id=&#38;iframe_resize_id=lumen_assessment_773\" frameborder=\"0\" style=\"border:none;width:100%;height:100%;min-height:400px;\"><br \/>\n\t<\/iframe><\/p>\n\n\t\t\t <section class=\"citations-section\" role=\"contentinfo\">\n\t\t\t <h3>Candela Citations<\/h3>\n\t\t\t\t\t <div>\n\t\t\t\t\t\t <div id=\"citation-list-4090\">\n\t\t\t\t\t\t\t <div class=\"licensing\"><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Original<\/div><ul class=\"citation-list\"><li>Revision and Adaptation. <strong>Authored by<\/strong>: Lumen Learning. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><div class=\"license-attribution-dropdown-subheading\">CC licensed content, Shared previously<\/div><ul class=\"citation-list\"><li>Chapter 3: Marketing Research: An Aid to Decision Making, from Introducing Marketing. <strong>Authored by<\/strong>: John Burnett. <strong>Provided by<\/strong>: Global Text. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf\">http:\/\/solr.bccampus.ca:8001\/bcc\/file\/ddbe3343-9796-4801-a0cb-7af7b02e3191\/1\/Core%20Concepts%20of%20Marketing.pdf<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><li>The Taste is Gonna Mooove Ya. <strong>Authored by<\/strong>: John. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.flickr.com\/photos\/piratejohnny\/1556425504\/\">https:\/\/www.flickr.com\/photos\/piratejohnny\/1556425504\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by-nc-nd\/4.0\/\">CC BY-NC-ND: Attribution-NonCommercial-NoDerivatives <\/a><\/em><\/li><li>Chiclete na boca. <strong>Authored by<\/strong>: Guilherme Yagui. <strong>Located at<\/strong>: <a target=\"_blank\" href=\"https:\/\/www.flickr.com\/photos\/yagui7\/8048582032\/\">https:\/\/www.flickr.com\/photos\/yagui7\/8048582032\/<\/a>. <strong>License<\/strong>: <em><a target=\"_blank\" rel=\"license\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/li><\/ul><\/div>\n\t\t\t\t\t\t <\/div>\n\t\t\t\t\t <\/div>\n\t\t\t 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boca\",\"author\":\"Guilherme Yagui\",\"organization\":\"\",\"url\":\"https:\/\/www.flickr.com\/photos\/yagui7\/8048582032\/\",\"project\":\"\",\"license\":\"cc-by\",\"license_terms\":\"\"}]","CANDELA_OUTCOMES_GUID":"65469c13-f93b-4d27-8831-837bdd239bd9","pb_show_title":"on","pb_short_title":"","pb_subtitle":"","pb_authors":[],"pb_section_license":""},"chapter-type":[],"contributor":[],"license":[],"class_list":["post-4090","chapter","type-chapter","status-publish","hentry"],"part":4082,"_links":{"self":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/4090","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters"}],"about":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/types\/chapter"}],"author":[{"embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/users\/8"}],"version-history":[{"count":4,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/4090\/revisions"}],"predecessor-version":[{"id":5729,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/4090\/revisions\/5729"}],"part":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/parts\/4082"}],"metadata":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapters\/4090\/metadata\/"}],"wp:attachment":[{"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/media?parent=4090"}],"wp:term":[{"taxonomy":"chapter-type","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/pressbooks\/v2\/chapter-type?post=4090"},{"taxonomy":"contributor","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/contributor?post=4090"},{"taxonomy":"license","embeddable":true,"href":"https:\/\/courses.lumenlearning.com\/suny-marketing-spring2016\/wp-json\/wp\/v2\/license?post=4090"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}