Abstract
Fruitzone India Limited (FIL) was the Indian subsidiary of the multinational company Gypsy Inc., the global leader in the beverages industry. The company had conducted market research to identify a new flavour of fruit juice that it could launch. After it had completed the confirmatory research, some questions remained unanswered. It went in for another round of validation through primary research, including simulated test marketing. This case is useful for participants in the Business Research Methods, Market Research and Qualitative Research courses.
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