In the present scenario, soft drinks market has two major leaders Coco - Cola and PepsiCo having a market share of 55% and 35% respectively. As Stated by BCG matrix, few products in these leading companies are in decline stage. The literature review of Exploratory Research is used for analyzing the position of Mirinda in Boston Consulting Group Matrix. Mirinda is observed in dogs under BCG matrix but the production has not yet closed. By looking in to the situation, there arises a hope in knowing the preferences of the customers for accepting this product in a large scale. This paved a path to the major objective of the study for knowing the customer’s opinion on the add-on features to the existing Mirinda to uplift its position to Question Marks by that it can further be encouraged to be in stars. The features suggested by the discussion with professors resulted in features like Shape of the bottle, Flavour, Soda level and Sugar level those can enrich the quality of the product. The study has conducted Conjoint Analysis in meeting the objective. Initially, 16 cards or profiles are developed to have the ranking from the customers. These profiles are served to 163 customers of 283 population those are MBA graduates using stratified random sampling. The collected data is analyzed using Conjoint Analysis for extracting the maximum utility of the customers on the profiles surveyed. The results state that the curvy shaped bottle with orange flavor having moderate soda with moderate Sugar levels is identified as the favorable combination with the total utility of 1.341. Even, it can further be stated that the flavor is the most significant feature with highest importance value of 61.135. The study can further be extended to other features and other target market uncovered by the research