The Need
A well-known soft drinks manufacturer was looking to encourage food and drink establishments in France and Spain to switch from serving carbonated soft drinks in a glass bottle to using a dispenser. Research was required to inform the sales strategy and arm the team with an understanding of the attitudes and experiences of bar staff across both markets.
Our Approach
Opinium conducted online interviews with 250 bar managers who do not currently use carbonated soft drink dispensers across Spain and France. The survey sought to understand both the benefits and challenges of using glass bottles as well as the perceived benefits and challenges of installing a dispenser in their bar. Bar managers were approached from across a range of bar types and regions to enable a targeted sales strategy.
The Outcome
Having a clear understanding of current experiences of using glass bottles and perceptions of using a dispenser in the future was vital in constructing a communications plan and sales strategy for our client. The research led to subsequent research requirements to identify the optimum dispenser package which will form part of the overall sales material when launched across Spain and France.
