Know-How Exchange : Student Questions

Popular flavor studies

Taste tests

Consumer research for target market

Advertising

PR

Perhaps rather than adding to your list, you could focus on what’s going to be ninety plus percent responsible for success -- a core strategy in the form of a positioning statement. Let’s take a look at some positioning history. The 7-Up brand positioned itself to be included on the cola soda drink market segment ladder as the "uncola" (search Ries & Trout). In this case study, 7-Up is a lemon lime drink really positioning itself as a lighter alternative to heavier cola soda. It’s not a flavored cola like lime flavor cola or your cherry flavor cola.

In the “boomers” market segment cherry cola might take these boomers back to the days of soda fountains and all the nostalgia that goes with those simpler days. With younger segments, cherry cola might just be more fun or more modern. In any event, positioning your cherry cola with a segment not already owned by other cherry cola bottlers will lead to its success.. (Note: sweetness seems to be a significant factor in flavored cola – either more or less sweet)

The other items on your list -- name, brand personality etc. -- will all naturally fall out of a set positioning strategy.

Best of luck.