Target market
They recognised that each brand they offered would have a specific target market with different elements to it and each target market would have to be given attention.
Buying incentive
What should be used in advertising to appeal to the target market? They recognized the need to offer different segments various buying incentives that would appeal to their particular needs. This was a reasonable decision to make.
Advertising impression
What impression and flavor should advertising strive for? Once again, rather than focusing on where, when and how they should advertise, the research was conducted to point the way forward in the television campaign.
Price
They did not set out to examine what price consumers were willing to pay for Canada dry products. Research into this area been used to could have assisted Canada drys pricing strategy. It was a major failure of this research not to investigate the area of pricing a competitive pricing strategy could easily needs to a competitive advantage.
…
