. Nevertheless, as Perreault, Cannon, and McCarthy (2008) note, the health benefits of food and beverage products tend to position them favorably in diverse market segments even if cost is a relevant factor.
In order to obtain information about the repositioning and marketing mix for Global Milk Extra-Calcium, a series of focus groups were conducted. There may have been some problems with the research described by Sherriff and Brendl (2009). Specifically, the focus groups were almost exclusively focused on the benefits of extra calcium in powdered milk products for growing children and not for a larger market share including female adults seeking a calcium enriched product with reduced fat content. The focus groups, though described only briefly, seem to have largely incorporated mothers of young children and not the children themselves. As Perreault, et al (2008) suggest, when the target consumer and the target decisionmaker are two different individuals, it may well be advisable to conduct research within both cohorts rather than one alone. Further, adult women could have comprised an additional set of
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