Fizzy Fruit is a carbonated fruit which intensifies a particular fruit's flavor with effervescences without altering its nutritional value (1)

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• Marketing Management
•  
• CASE STUDY (20 Marks)
• Fizzy Fruit is a carbonated fruit which
  intensifies a particular fruit's flavor with
  effervescences without altering its nutritional
  value. Neurobiologist Galen Kaufman with the help
  of a food scientist perfected the method of
  carbonating fruit and established the Fizzy Fruit
  Company in 2005. The company had the mission to
  promote health, wellness and fitness among
  children thereby reducing childhood obesity.
  Fizzy Fruit was launched in US in 2005 and the
  initial feedback was very heartening. The company
  made many strategic promotional tie-ups and had
  plans to make Fizzy Fruit available throughout US
  in a short time. Worldwide, 22 million children
  were overweight among which the share of US was
  the highest.

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• Some of the factors that had led to
  increasing obesity among kids in US were
  unhealthy eating habits, peer pressure and
  influence of television advertising. Marketers
  were increasingly targeting kids, as kids
  influenced the spending of over 1.88 trillion
  globally in 2002 and the figure was rapidly
  increasing. While the consumption of snack and
  junk food was ever increasing, many healthy and
  'good-for-you' products were also being launched
  due to the rising awareness and pressure to curb
  obesity. The case initiates discussion on the
  future marketing strategies of The Fizzy Fruit
  Company to popularize Fizzy Fruit given the
  dynamic challenges involved in marketing to kids.

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• Answer the following question.
•  
• Q1. Analyze the buying behavior of kids and their
  growing influence in making purchase decisions
•  
• Q2. Debate on the role of ethics in marketing to
  kids.
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• Q3. Discuss the opportunities and challenges
  involved in marketing Fizzy fruits to kids.
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• Q4. Give an overview of the case.

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