Case Study #15 : Product Development - Beverages
Actual Studies, Real Results – Using Marketing Research to Grow Sales and Profits
Product Category
Consumer – Non-alcoholic Beverage
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Research Topic
Exploring opportunities to grow sales of a seasonal product
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Research Need
Medium sized beverage manufacturer desired to grow their business by shifting their product from a traditional seasonal product to an everyday product.
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Research Process
Through a series of focus groups, several opportunities were explored including consumption at other holidays, other seasons, other meal times, snack time, entertaining, and mixed with other flavors.
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Results
While the research failed to discover a "magic bullet" to dramatically grow their sales, several exciting opportunities were identified, including development of single serve packaging for breakfasts, lunches, and snacks.
In addition, high interest was identified in combining the product with other flavors, potentially changing perceptions as only a seasonal product. |
Links to Related Case Studies
Consumer - Product Development
Consumer Focus Groups