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Market Research on 'Nescafe MIld brand' 1 year ago

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Market Research on 'Nescafe MIld brand' - Presentation Transcript

Marketing Research Research Report on " Nescafe - Mild"

Presented By

Our Client Nestle India approached us to do a market research on their recently launched product Nescafe - Mild. They wanted a detailed description about the consumers attitude towards the product. The reasons for the survey will be explained as we move ahead. ... A new direction to your business

Our Client Nestle India

Nestle India is a subsidiary of Nestle S. A. Switzerland.

Nestlé's relationship with India dates back to 1912, when it began trading as The Nestlé Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market.

After India's independence in 1947, the economic policies of the Indian Government emphazised the need for local production.

Nestle set up its first factory in 1961 at Moga, Punjab to develop milk economy.

Nestlé India manufactures products of truly international quality under internationally famous brand names such as NESCAFÉ, MAGGI, MILKYBAR, MILO, KIT KAT, etc.

Nestle has its head office at Gurgaon, Haryana and its factories located in Tamil Nadu, Karnataka, Goa, etc.

Nestlé's Nescafe

Beginnings of NESCAFE

NESCAFÉ was first introduced in Switzerland, on April 1st, 1938.

In India, Nestle was incorporated at New Delhi on 28 th March, 1959.

Two years later they invented a new technology to capture more 'aroma' and 'flavour' from every single coffee bean.

In 1994 the 'full aroma' process was invented

to make the unique quality and character of

NESCAFÉ even better.

Variants of Nescafe Nescafe Gold Nescafe Classic Nescafe Espresso Nescafe Sunrise Nestle Milo Nescafe Cappuccino

Product Nescafe - Mild

Nestle Co. recently launched a new coffee product named Nescafe - Mild

It was introduced in July, 2007 and was successful only in the first two months.

''''Nescafe Mild'''' was targeted specifically at the mass market of tea drinkers. It has light roasted flavour

It was available in 1 Re. sachets. Also available in 100 and 500 g.packs

Its tagline is, " ek cup baaton bhara....."

Market Research on Nescafe - Mild

Research Methodology

Why to undertake research?

Research Problem

To find out why the Brand failed?

The reasons for declining sales

Research Objectives

To create awareness about the product.

To know consumers(users & non-users) reactions towards the product.

To know future expectations.

Limitations: The survey was restricted to only 70 people, including male and female.

Sample Size : The sample size consisted of 70 respondents.

Sample Frame : All the questionnaires were filled within 2 weeks.

Place of survey : Bandra to Borivali

Targeted Population : Users, Non-users, adults, working people and housewives.

Age Group : 18 - 40 years.

Method of Data Collection :

Primary Source - Survey was conducted with help of a Questionnaire.

The questions were based on Consumer's buying patterns, Brand Awareness, Brand Preference, General Information.

Secondary Data - Internet

It was observed that an Exploratory as well as Descriptive research would be required.

Break- up of Sample Size

We targeted both the sexes of population as coffee is an FMCG product which is preferred by all age groups.

Since it's the woman who goes for shopping for the household items, here they are a majority.

We surveyed 38 females (in nos.) and 32 males

Brand Awareness Brand Awareness(nescafe)

Aware of Nescafe Mild Source of Awareness

Frequency of usage Reason to drink coffee

Brand Preference Brand Preference(Nescafe)

Users & Non-users of Mild Preferred coffee types

Most important reason for using the type of coffee specified before

Analysis

What went wrong with the product?

Promotion

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