Abstract:

In an effort to reposition and relaunch Schweppes Shandy twenty-six alternative new pack designs have been produced in order to determine an appropriate positioning for a re-launch. The specific objectives of the research therefore were:

1. To identify the Shandy market in terms of who buys it, who drinks it, occasions of usage and underlying motivations for buying and drinking;

2. To gain some understanding of the nature of Shandy as a drink in order to identify the area of greatest potential for Schweppes;

3. To gauge respondents' reactions to the new pack concepts in order to isolate any which might be appropriate for further development.