MR Assignment

A. Introduction

a) Objective

The objective of this research is to evaluate the feasibility of launching

a ready-to-serve (RTS) cocktail in the Indian market. Unlike
conventional drinks, RTS cocktails represent a novel concept, and
there are currently no established norms for such products. Our
analysis aims to determine whether the client should proceed with
launching the RTS cocktail.

b) Research Design- Concept-Cum-Product Test

We conducted a comprehensive concept-cum-product test to assess the

viability and potential success of the RTS cocktail. This involved
evaluating consumer perceptions, preferences, and acceptance of the
product.

B. Summary of Key Findings

1. Consumer Interest

The research revealed a significant level of interest among consumers

for the RTS cocktail. Respondents appreciated the convenience and
novelty of having pre-mixed cocktails readily available.

2. Perceived Value
 Participants perceived the RTS cocktail as a convenient solution for
home entertaining and social gatherings. The product’s value
proposition lies in its ease of use and time-saving benefits.

3. Taste and Quality

Taste and quality were critical factors influencing consumer

preferences. The RTS cocktail must maintain high standards to meet
consumer expectations.

4. Packaging and Branding

Packaging plays a crucial role in consumer perception. Attractive,

informative packaging enhances the product’s appeal.

5. Pricing Strategy

Pricing should strike a balance between affordability and perceived

value. Competitive pricing will encourage adoption.

6. Distribution Channels

Identifying suitable distribution channels (e.g., retail stores, and online

platforms) is essential for reaching the target audience effectively.

7. Overall Opinion

The concept and the product received a high overall opinion from the
respondents, with a mean score of 5.16 and 5.07 respectively on a 7-
point scale. Most of the respondents liked the concept of ready-to-
serve cocktails, especially the female respondents. The main reasons
for liking the concept were the convenience, time-saving, and pre-
mixed aspects of the product.
8. Taste and Freshness

The product also scored high on taste and freshness, with a mean score
of 7.32 and 7.57 respectively on an 11-point scale. The respondents
liked the taste of the product, especially the lime taste, and found it
refreshing and different. The product was also perceived as fresh and
natural, with a mean score of 7.29 on an 11-point scale. The product
reminded some respondents of other beverages, such as vodka, lime
juice, mojito, and breezer.

9. Smoothness and Bite

The product was rated as smooth and has a good bite, with a mean
score of 7.36 and 6.72 respectively on an 11-point scale. The
respondents liked the smoothness and the soothing effect of the
product, and also enjoyed the kick and the strength of the product,
with a mean score of 5.34 and 6.37 respectively on an 11-point scale.

10. Sweetness, Sourness and Bitterness

The product was rated as moderately sweet, sour, and bitter, with a
mean score of 6.27, 5.23, and 4.7 respectively on an 11-point scale.
The respondents liked the balance of sweetness, sourness, and
bitterness in the product, and did not find it too sweet, sour, or bitter.

11. Intention to try and Recommendation

The product had a high intention to try and recommend, with a mean
score of 4.45 and 4.47 respectively on a 5-point scale. Most of the
respondents said they would definitely or probably try the product and
recommend it to others. The product was also liked better than or
equal to freshly prepared cocktails by most of the respondents.
 C. Conclusion and Recommendation

1. Launch Design

Based on the positive consumer response, we recommend launching

the RTS cocktail. The market is receptive, and the product fills a gap
in the beverage industry.

2. Product Improvements

 Flavor Variety: Expand the range of cocktail flavors to cater to

diverse tastes (e.g., classic cocktails, tropical blends, mocktails).
 Quality Assurance: Maintain consistent taste and quality
across batches. Regular quality checks are essential.
 Sustainable Packaging: Consider eco-friendly packaging
options to align with consumer preferences.
 Promotional Campaign: Invest in marketing efforts to create
awareness and educate consumers about the product.
 Collaborations: Partner with influencers or mixologists to
endorse the RTS cocktail and build credibility.

In summary, launching the RTS cocktail presents an exciting opportunity, and

strategic execution will be key to its success in the Indian market.