nutella - marketing research
TRANSCRIPT
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NUTELLA
RESEARCH PROJECTMARKETING
RESEARCH
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INTRODUCTION
● CREATED IN 1964
● FERRERO GROUP
● IN 194 COUNTRIES
● 1998 in SPAIN
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HYPOTHESIS
SHOULD NUTELLA CREATE NEW PRODUCTS?
● NUTELLA STEVIA
● NUTELLA DUO
● NUTELLA FLAVOURS/FRUITS
● NEW PACKAGING
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INFORMATION NEEDSWOULD CONSUMERS BUY NEW PRODUCTS?
Example of research questions:
- Which is our customer's age?
- Which relatives are the consumers of Nutella in the family of the buyer?
- How did they discover the product?
- How do they eat Nutella?
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FOCUS GROUP
FOCUS GROUP 1: Tecnocampus’ students ……………………...White / Packaging
FOCUS GROUP 2: Tecnocampus’ students………………………….…White / Oreo
FOCUS GROUP 3: Adults……………………………………………………….Stevia
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SAMPLING FRAMEPEOPLE BETWEEN 16 AND 55 YEARS OLD
16-2526-3536-4546-55
Sub-groups
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SAMPLING TECHNIQUE
SIMPLE RANDOM SAMPLING → Cluster sampling
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SAMPLING SIZE
The whole number of people who answered our questionnaire:
349 RESPONDENTS
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QUESTIONNAIRE
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SURVEY RESULTS Do you eat Nutella? What is
your favorite cream?
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SURVEY RESULTS Nutella should create new products? Which of these products would you buy?
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SURVEY RESULTS Which of the following varietes would you buy?
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TRUE LOVE
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Maria Planas SitjàSandra Juan MorenoMarta Jarque Liñán
Cristina Mas Leszkiewicz
THANK YOU