Group 7 Question 31: Recent focus groups at Bam! Beverages...

A. Consumers in the international market remain unfamiliar with the flavor, which focus groups indicated was the problem.
If the consumers remain unfamiliar with the flavor, rebranding the product may increase the sales. It is strengthening.

B. Marketing reports for the Emerald flavor in the international market show high product engagement and brand recognition.
Correct. If the product is widely recognized in international markets, then rebranding the product (for one country) may have a negative effect in many other markets which are currently performing well. Hence the choice weakens the conclusion.

C. In a telephone survey, at least one consumer contacted said they preferred the Emerald flavor branding to some of Bam!’s other offerings.
But for which country?

D. To rebrand the existing Emerald merchandise, Bam! would have to completely reformulate the product.
It may weaken. As the company does not want to change the formula for the drink. Also, generally speaking rebranding does not necessarily have to include change in the product composition. Option B is a strong contender.

E. Few consumers who are in this market are loyal to the Bam! brand.
If rebranding increases customer base than the existing base. It will be helpful. Does not weaken.

IMO option B

Official Explanation:

Recent focus groups at Bam! Beverages Company have indicated that the classic Emerald flavor the company is known for is underperforming in one of their international markets. As the fruit that Emerald is based on is not native to the country, focus group participants commented that it is an unfamiliar and unattractive taste. Bam! Executives suggest rebranding the flavor with a more culturally-appropriate name but maintaining the actual formula to mitigate cost changes.

Which of the following, if true, presents the most serious potential weakness of this change?

A. Consumers in the international market remain unfamiliar with the flavor, which focus groups indicated was the problem.
B. Marketing reports for the Emerald flavor in the international market show high product engagement and brand recognition.
C. In a telephone survey, at least one consumer contacted said they preferred the Emerald flavor branding to some of Bam!’s other offerings.
D. To rebrand the existing Emerald merchandise, Bam! would have to completely reformulate the product.
E. Few consumers who are in this market are loyal to the Bam! brand.

Question Type: Weaken
Boil It Down: Emerald flavor beverage isn’t selling well in one international market. Executives think renaming the beverage and keeping the same flavor will boost sales.
Goal: Find the option that would explain why renaming the beverage will not solve the problem of poor sales.

Analysis:
This question is asking us to find the option that would best weaken the executives’ conclusion that renaming the drink to something more familiar to consumers will help boost sales, and that changing the flavor isn’t necessary.

Conclusion: Changing the name to something more familiar to this country’s culture will be enough to boost sales, without needing to change the flavor.
Evidence #1: The Emerald flavor is based on a fruit that people in this country don’t recognize.
Evidence #2: The focus group thought the beverage had an unfamiliar and unattractive taste.

A. Consumers in the international market remain unfamiliar with the flavor, which focus groups indicated was the problem.
A is correct because the main problem indicated by consumer research is the flavor, not the branding.

B. Marketing reports for the Emerald flavor in the international market show high product engagement and brand recognition.
B is incorrect because high product engagement and brand recognition would not mandate a rebrand.

C. In a telephone survey, at least one consumer contacted said they preferred the Emerald flavor branding to some of Bam!’s other offerings.
C is incorrect because it would suggest that the company should not rebrand the flavor.

D. To rebrand the existing Emerald merchandise, Bam! would have to completely reformulate the product.
D is incorrect because it requires a reformulation of the product, which the company does not want.

E. Few consumers who are in this market are loyal to the Bam! brand.
E is incorrect because it suggests that the brand may want to reconsider the entire marketing strategy in this market.

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