Marketing research

“DRINKS” is a beverages brand. The relevant market is very competitive with both international and national players.

In the context of its new product development strategy, the management investigates the launch of a line of energy drinks range based on natural ingredients.

They want to investigate what would be the impact of the new launch in the brand image of DRINKS, if there will be any cannibalization, what is the purchase intention of the new products, what would be the most attractive flavours for the new range, and if natural ingredients is a persuasive claim.

They have hired you to design and lead the relevant marketing research projects

Develop a Marketing Research Brief addressed to Marketing Research agencies in order to receive relevant proposals.

Which research design would be most appropriate to address the following question: “How satisfied or dissatisfied are existing customers of DRINKS with the current range of products of the DRINKS brand?