Sir: Changes in the way we consume soft drinks (‘10 things you need to know about soft drinks,’ thegrocer.co.uk, 27 March) should encourage brands to look more closely at the attitudes of their current and potential customer bases to gain insights from these changing consumer habits. There will be several different groups of consumers who differ fundamentally in terms of their soft drinks consumption.
Adopting a market tier definition approach means brands don’t waste resources talking to 100% of the ‘market’ regardless of the business issues.
Instead they use their market tier structure to design more effective/efficient research and gain insights that not only address the prospects for soft drinks in general but specifically for the type of drinks they produce.
Dr Leigh Morris, MD, Bonamy Finch
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