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Assignment:
Please answer all questions
CASE STUDY
V8 is a 100% vegetable juice drink produced and marketed by the Campbell Soup Company. The juice drink, made from concentrate with added ingredients, provides a full serving of vegetables and is a natural source of beta carotene. V8's ingredients include tomato juice from concentrate; reconstituted vegetable made from water and concentrated juices of carrots, celery, beets, parsley, lettuce, watercress and spinach: salt; vitamin C; flavouring; and citric acid. The drink contain no fat and it is good source of vitamin A and C. V8 has for many years had a large share of the tomato and vegetable juice market. However, sales had begun to slip, so the company decided it needed to conduct consumer research that would enable it to develop a new advertising campaign.
Questions:
1. What research objectives should marketers at V8 establish?
2. What research methods would be most appropriate to accomplish these objectives?
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