Abstract:

Colman Foods a reconsidering marketing a single one shot pure fruit juice product in an aluminum pouch which claims to represent 50% of the fruit juice market in Germany, and is called Capri-Sonne. The research was required to ascertain how consumers positioned the new concept within the existing fruit juice market and whether it was generally appealing. Specifically, the research objectives were:

1. To evaluate respondents reactions to the Capri-Sonne concept per se, and in the context of a range of fruit juice/squash products;

2. To find out which of 5 alternative names were most appropriate for the concept;

3. To probe expectations about the price, usage occasions, specific nature of the product and its market, etc.