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GfK Associate Interview Question

I interviewed in Mumbai (India) and was asked:
"There is a swot analysis of a toothpaste and it's seen that the taste of the toothpaste is coming out in the opportunity quadrant, that is, people like it but don't think it is important. How can we convert people's liking of it's taste from opportunity into a strength for the toothpaste? How can we make people realise that the taste is important for a toothpaste?"
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Part of a Associate Interview Review - one of 33 GfK Interview Reviews

Answers & Comments

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Toothpaste is a low involvement product and we can't ask consumers to try different products at a time to actually compare their taste.
Moreover, the consumer is currently using another toothpaste because he finds it's taste atleast good if not excellent. Taste is a subjective matter. He might find both the toothpaste equally good and if we try to force it on him that our toothpaste tastes better then he may find it offensive.
So it's difficult to convert such an opportunity into strength.

- Interview Candidate on Jul 8, 2010

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