If I were hired by Conglom to market a new drink line and improve sales in their carbonated and non-carbonated mixers, I would first research their existing drink line to determine why their mixers were not selling well and how the new drink line would fit in with the existing line. I would also research highly successful carbonated and non-carbonated mixers from other companies in the beverage industry to see what my line's niche would be and to analyze why theirs were successful. .

             One such product would be Britvic Soft Drinks' product, Carbon, which is "the first energy brand specially formulated to mix with dark as well as white spirits and can also be drunk on its own" (Diston). Carbon is a dark, carbonated drink with a complex flavor and three active ingredients: caffeine, glucose, and absinthe (Diston). Absinthe is an herb that is reported to have effects ranging from enhanced creativity to mind stimulation, as well as supposedly being an aphrodisiac (Diston). With its unique flavor and ingredients, Carbon is a highly differentiated brand that is expected to spur growth in its sector, and Britvic is employing a variety of marketing strategies, including point-of-purchase material, promotions, and sampling, as well as a strategic introduction during the peak Christmas season (Diston).

             Energy-enhancing beverages and mixers are the latest trend in the beverage industry, and Conglom needs to have offerings in this segment. Carbon is one example, and Hiball Club Soda is another. Hiball contains caffeine, guarana, and B vitamins, among other energy-enhancing ingredients, as well as a fresh, clean taste reminiscent of classic club soda; Hiball's distinguishing advantage is that it provides energy without any sugar, a big selling feature for people who want low carbs or who avoid sugar ("Hiball Modern Mixers").

             For Conglom's line, I would determine what unique formulations we have that could compete with Carbon and whether our marketing program is commensurate with theirs.