Abstract:

An evaluation of the soft drinks market produced by Dorland has suggested that there may be an opportunity for Heinz to enter the market. Qualitative research was therefore required into the carbonated drinks market in order to:

1. Explore current consumer behavior in relation to carbonated drinks;

2. Probe the images of the leading and subsidiary brands of carbonated drink;

3. Establish reactions to the concept of a Heinz carbonated drink, and to explore expectations of such a concept, at both a product and at an imagery level.