Product Testing of Fruit-Flavored Soft Drinks at Fresh Cola through Experimental Designs

Abstract

Fresh Cola, as a third-tier non-alcoholic carbonated beverage company, produces and markets carbonated soft drinks and bottled water. In the meeting of the board of governors of the company, it was unanimously decided that Fresh Cola must consider entering the non-alcoholic fruit-flavored beverage market segment, considering the huge market potential of this segment. The board also suggested that the company should develop standalone brand names for different fruit flavors. Accordingly, market research was commissioned to assess this opportunity further. The company hired a leading marketing research firm, IIRI, and briefed the concerns of the board to them. Later, through an exploratory investigation, IIRI identified the possibility of introducing three different varieties of fruit-flavored drinks to their product line. These flavors were apple, strawberry, and grape, with suggested brand names as Bravo, Delight, and Cool. Based upon these findings, IIRI decided to conduct four experiments to check the feasibility of introducing the new product into the market and assess its purchase likelihood among consumers. This case study is mainly centered on the organization and interpretation of these experimental designs.