Case 6.3 Candy-Ho!

(A)
The case presents the students with data from two qualitative methods- namely personal interviews and
Focus group discussions. The case presents the data generated for a fictitious company called Nefertiti.
The product in question is a centre filled bubble gum that will be launched in two flavors- blueberry and
strawberry. The packaging would be pillow packs and the name being considered is Moon drops. Based
on the research objectives a primary survey was carried out and the data is presented in the case for both
the methods used. The student based on the data need to help Mr. Abuja, the protagonist in the case arrive
at a decision based on
-

What does bubblegum mean to a child

What are the reactions to two copies that were created for the bubblegum
How the gum should be positioned.

The instructor should first begin with the interview data that was conducted amongst 1000 SEC A and B
male and female children. This is attitudinal data and summarized in terms of the most important reason
for eating a bubblegum on top and the rest in a descending ranked order of cited benefits. At this juncture
the instructor might like to ask the students to identify the statements in terms of attitudinal component
(the tricomponent model of consumer attitudes). Post the discussion it would emerge that the child is
looking at just taste , availability and boredom relief, thus behavioral component of the gum are
important, thus if we use only this data then the availability of the gum becomes important. However,
more important and revealing is the FGD analysis carried out across 24 groups, which is totally affective
or emotional in attitudinal component. Thus the discussion should be able to emphasis on the richness of
revelation if the researcher is able to probe into the latent needs and attitudes to extract the reasons for
purchase.
Based on the two data sets-Interview and FGD data the class may be divided on an affective or a
behavioral positioning for the gum.
Post this instructor should take them through the FGDs conducted to evaluate reactions towards two
advertisements that were created for the gum, ending with the tagline Moondrops ke liye kuch bhi ho
sakta hai. The students for the affective will waver between the two depending upon the believability and
the likeability factor. Both are of equal merit, but the first advertisement. That is the race ad. would score
a little low on believability as it is difficult to imagine giving up a first position for a second prize.
The second might score higher on humor and thus may be advocated more. Those recommending
behavioral might not like to go for any of the advertisements. The arguments have to be clearly brought
out.