Abstract:

Qualitative evidence has suggested that Sultana Bran is seen as an interesting, healthful and delightful breakfast cereal. However, the combination of a comparatively high-price per gram and a relatively small pack size could make the brand vulnerable to rejection on the groups of expense or to occasional or specialist consumption. The objectives of the current research program were therefore as follows: 

1. To clarify consumers' current perceptions of the brand;

2. To obtain consumer responses to each of the positioning approaches in terms of their communication, impact, the appeal of the positioning, etc.;

3. To obtain a strategic and creative steer on the optimum positioning for the product.