Beakbane Marketing: Fruit fix case study

“Are there techniques that managers could learn that would help them make more objective — and better — decisions about marketing communication

“Are there techniques that managers could learn that would help them make more objective — and better — decisions about marketing communications? We believe there are, but first we wanted to find out if decisionmaking was as arbitrary as we believed. We picked a real packaging design project: the launch of a new fruit beverage called Fruit Fix. We asked a number of experienced marketing practitioners, most of them middle or senior marketing managers and some experienced designers, to comment on the effectiveness of eight label concepts and select the best one. Was there an overwhelming consensus on which designs would be sure winners? No. There was little consensus.”


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Date:
November 23, 2016
Author:
XPLANE