Research Paper on:
Clearly Canadian's Position Solidification

Unformatted Sample Text from the Research Paper:
Canadian is an older company than it appears to be, having largely existed under other names for several years. Senior management has established a pattern of pursuing a specific  market that not always has been clearly defined, either at the outset or further into the production and sales effort. One of those earlier products was Jolt Cola, which  boasted much higher caffeine and sugar levels than other comparable products. The product enjoyed strong sales in the beginning, but it arrived on the market shortly before many individuals  began making concerted efforts to reduce their intakes of caffeine and sugar. The companys current product, Clearly Canadian bottled water, holds greater promise  than some of the earlier efforts. The current product can be seen by the consumer as a healthier alternative to colas and other sodas, even though the Clearly Canadian  products are highly similar to soda products (Morgenson, 1991). The Situation The current product (and  company name), Clearly Canadian, fits no market category that has previously existed. It is water based and "technically" a bottled water, but it simultaneously is not just a bottled  water on the same order as the products against which it competes. Perrier is an example of a primary competitor; the companys product is simply bottled water with nothing  added. An alternate product is a sparkling water to which carbon dioxide has been added. In contrast, Clearly Canadian has the same  appearance as any other bottled water. The difference is that it has flavor and carbonation added, along with more sugar than most commonly available colas. Its formulation has