NUTELLA - Marketing Research

NUTELLA

RESEARCH PROJECTMARKETING

RESEARCH

INTRODUCTION

● CREATED IN 1964

● FERRERO GROUP

● IN 194 COUNTRIES

● 1998 in SPAIN

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?

FOCUS GROUP

FOCUS GROUP 1: Tecnocampus’ students ……………………...White / Packaging

FOCUS GROUP 2: Tecnocampus’ students………………………….…White / Oreo

FOCUS GROUP 3: Adults……………………………………………………….Stevia

SAMPLING FRAMEPEOPLE BETWEEN 16 AND 55 YEARS OLD

16-2526-3536-4546-55

Sub-groups

SAMPLING TECHNIQUE

SIMPLE RANDOM SAMPLING → Cluster sampling

SAMPLING SIZE

The whole number of people who answered our questionnaire:

349 RESPONDENTS

QUESTIONNAIRE

SURVEY RESULTS Do you eat Nutella? What is

your favorite cream?

SURVEY RESULTS Nutella should create new products? Which of these products would you buy?

SURVEY RESULTS Which of the following varietes would you buy?

TRUE LOVE

Maria Planas SitjàSandra Juan MorenoMarta Jarque Liñán

Cristina Mas Leszkiewicz

THANK YOU