market research on \'nescafe mild brand\
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 ClientNestle 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 28th 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
ProductNescafe - 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 - MildResearch 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.
46%
54% Male
Female
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
98%92%
60%
20%28%
0%
20%
40%
60%
80%
100%
120%
Nescafe Bru Sunrise MR Coffee TATA Tetley
Brand Awareness
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Nescafe Classic Nescafe Milo Nescafe Dolce Gusto
Nescafe Sunrise
87%
40%
24%
67%
Brand Awareness(nescafe)
48%
52%
Yes
No
31%4%
12%
1%
Media
Family
Friends, colleagues
Relatives
Aware of Nescafe Mild
Source of Awareness
0%
5%
10%
15%
20%
25%
30%
35%
40%
Twice in a day Thrice in a day Twice a week Once a day
40%
3%
33%
24%
0%5%
10%15%20%
25%30%35%
40%45%50%
Quality Taste Feels relaxing & energetic
Any other
17%
48% 50%
10%
Frequency of usage
Reason to drink coffee
78%
11%
11%
Nescafe Bru Sunrise
Brand Preference
Brand Preference(Nescafe)
0%
10%
20%
30%
40%
50%
60%
Nescafe Classic Nescafe Mild Nescafe Milo Nescafe Sunrise
57%
1%6%
10%
20%
80%Yes
No
0%5%
10%15%20%
25%30%35%
40%45%50%
Strong Coffee over others
Cold over strong
Espresso or hot choclate
Mild/Light
50%
30%
19%
1%
Users & Non-users of Mild
Preferred coffee types
0%
10%
20%
30%
40%
50%
60%
10%
58%
18%
4% 10%
Most important reason for using the type of coffee specified before
AnalysisWhat went wrong with the product?
Promotion
AdvertisementsNo outdoor publicity
Place
Campaigns outside MumbaiDistribution Strategy
Sampling of Nescafe – Mild at Nasik, Pune, Aurangabad
Nescafe opened small shops in college campus at Nagpur
Targeting and Focusing small towns & cities.
Introduce the product in Rural Areas.
Publicize the product
Distribute free sachets
Conduct more campaigns in Mumbai
Construct Nescafe stalls in College canteens
Coffee Business Seminars