I agree with your suggestion that summarizing the findings through a marketing report will be the most effective way to communicate with the decision-makers. A detailed report with the research findings will provide a significant evidence base that will be hard to refute. Furthermore, I agree with your use of recommendations from Hair et al. (2020), considering the importance of visualizations and clear explanations for overcoming unrealistic customer expectations. However, it is also important to provide the client with additional arguments in the form of an explanation of the potential effect that introducing a new drink can have on the organization’s activities. It is suggested that the client has significantly strong confidence in the success of the new drink. Therefore, directly denying the client’s expectations can cause misunderstandings or conflict. Thus, it is important to explain that the introduction of the new drink is possible, but only after the implementation of additional measures.
In this case, the communication will be more open to discussing the possible measures or changes that can be taken to make the new drink more successful. For example, the use of the Van Westendorp model recommended provides the solution to the main problem with the price of the product. Lastly, you suggested customization of the drink as one option to increase the drink’s attractiveness for customers who care less about the high price. Mass customization presents a significant value-proposition strategy that allows justification of premium prices (Jost & Süsser, 2020). Therefore, the introduction of mass customization can give it a premium quality and increase its popularity among customers who previously were not willing to pay a high price for the drink.
References
Hair, J. F., Ortinau, D., & Harrison, D. E. (2021). Essentials of Marketing Research (5th ed.). McGraw-Hill.
Jost, P. J., & Süsser, T. (2020). Company-customer interaction in mass customization. International Journal of Production Economics, 220, 1-37. Web.