Abstract:

Schweppes intend to relaunch their Shandy with a new pack, name, brand image, etc. in an effort to produce a product that can compete directly with Top Deck and Shandy Bass (current brand leaders). The specific objectives of the research therefore were:

1 To quantitatively assess which of the four packs would be the most appropriate for the new Schweppes Shandy;

2 To isolate any age differences in responses;

3 To isolate any North-South differences in responses;

4 To discover how the packs compared with Top Deck Shandy.