Marketing Research

Research Report on “Nescafe - Mild”

Presented By

ANIDA RAYJATIN

BARUIHARJOT SINGH

MAYANK KAURA

HARIGAUTAM ACHARY

A

GOPAL YADAV

VISHWANATH

VIJAY

Nestle India is interested in doing 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.

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Company ProfileNestle 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 - 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.

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