DIPLOMA IN BUSINESS MANAGEMENT

Marketing Research Assignment MAR 8085 & MAR 8086

SUBMITTED TO PREPARED BYMARGIE GARCIA GAGNDEEP KAUR STUDENT ID 7981

ABSTRACT

This project aims to develop a marketing strategy for Nestle. I am going to

present a brief history of Nestle and then elaborate on its share. This section will also

define the difference of NESTLE and CADBURY .

This project will provide proof to why this is and elaborate on its other demographics,

such as its adult and female market.

Under this project im also going to show its features and its various pricing strategies,

such as premium pricing, target-costing/pricing and dual pricing and why it uses these

strategies.

COVER LETTER

I am Gagandeep Kaur student of Royal Business College Te Puke .I am going to research on Nestle as this is the part of my assignment .I promise it will not affect the image of the product, Please allow me to do my research on this.I will keep this research secret and I will not give any information

to another company, I will destroy all data after completed my research.If you have any query, please don’t hesitate to contact me.

Contact me : kanggagan04@gmail.com.

Ph..0211554761

Introduction Nestle is one of the world’s famous company. It is known by it’s better taste mostly in chocolates .People love to eat chocolates even of any age . Nestlé is the worldwide leader in product categories such as soluble coffee, infant nutrition, bottled water, condensed and evaporated milk, ice cream, as well as chocolate and malt drinks, and culinary.

HISTORY OF NESTLE

Nestlé was founded in 1866 by Henri Nestlé .Henri Nestle wanted to develop his own brands and decided to avoid the easier route of becoming a private label. Henri also wanted to make his company global. Within a few months of the launch, Henri began to sell his products in many European countries. In the company’s initial years, Henri took various steps to facilitate research, improve product quality and develop new products.

OBJECTIVES OF RESEARCH : The main objectives of conducting the research on Nestle to know about the today’s value or demand of nestle.Also want to know about recommendation if coustomer’s need so. It will help the company to increase the efficeincy of product .

Some of the points consider under objective are:

Is this fulfilling the demand of coutomers?

Is this delivered on time?

It is very important to fulfill the demand of coustomer’s .Nowadays it is the main vision of any comapny .

Moreover manufacturing the product is not only the enough proper distribution of the same is also necessery .It will create problem if its not deliver on time like decrease in demand ,it will effect the price then the company will go in loss.

Project proposal

1.What is the marketing area /question you are intrested in researching?

• My research topic is Nestle.

2. What specifically about that subject area are you trying to research?

I am going to research on Nestle so that i can find about the today's position of nestle ,and the meaning of marketing and its importance to an organisation .

3.What are your research objectives-what are about 3-4 questions that you are trying to ask?

• Is this fulfilling the demand of coustomer's?

• Is this delievered on time?

• What are the strategies of this products ?

4.What sources of informatoin do you need ?Any other consideration?

• Group discussion .

• Interviews .

• Feedback.

• Questionaire.

A1: Need to study:

It is important to study about the organization to find out the current position in market as well as the history of the organization. it helps us to learn about the organizational work which helpful to do any type of research.

A2: Scope of study:

It covers the areas we need to talk or understand in the study which is very beneficial for the readers the organization work and limitations.

A3:Objectives of the studies:• Help in building a positive association with people thereby enhancing brand

personality

• How to break the negative connotation of ‘’Being fashionable’’

• Why has Lakme missed out on promotional gauge despite roping in top brand ambassadors.

B: Methodology:

Research methodology defines location of the study; research and methods that the research procedure and analysis plan that would be put in consideration when carrying out this particular research. It is important to note here that this research would mainly base on the questionnaire, interviews and case study even though other research methodologies are briefly discussed.The research design, objectives of study, scope of study along with research methodology and limitations of study etc.

Mainly two techniques of research, Qualitative and Quantitative utilized. Though both of methods have their own significance, the use of exploratory quantitative research design for this study appears to be appropriate.

• To know the customers perceptions about banking services.

• To study the methodology help other know that you know what you are doing.

• To study the problems faced by customers.

• To make comparative study of disbursement of home loans by commercial

banks, the study shall be conducted in the manner.

[Element 1- 8085] Qualitative Research:

• Objectives:

• To study the tastes, preferences, and buying behavior of consumers ..

• To recommend strategies to NESTLE to increase sales.

• Qualitative Research:

It is done by analyzing, collecting and interpreting data by observing people. It is much more subjective as compare to quantitative and uses different styles to collect data like in depth interview and focus group. Small number of people interviewed in depth as well as by focus group. This type of research is less costly but very effective.

So in data collection I collect data by both methods which helps me to find the correct result and also achieve my objective.

Exampel of Questionaire:

• Identify research question

• Make sure questions are well laid out and clear to score

• Make sure questions are not confusing and complicated

• Analyse statistically

• Hand them out or post them which return envelope pad

• Data are in the form of numbers and statics

Questions included in qualitative research are:

• What are the ingredients which you would like to have in any product of

nestle.

• Have you got diffrence in taste by the package?

• Discussion:

For this survey I have selected the all age of people of the country as this is the merit of the company that it making for all aged people not consider only one. According to the survey people show their interest to recommend more product to nestle and also wants some demerits of product. The fastest way these days is to search online via internet.

• DATA COLLECTION:

Data collection is very important for any type of research. Inaccurate data can impact the result and shows the invalid results.

PRIMARY DATA:

• Questionnaire.

• The data which is collected after doing the survey.

SECONDARY DATA:

• Internet• Company Reports& Broachers • Magazines • Newspapers Articles &journals

1.5 Cultural sensitivity:

New Zealand is well known for different cultures and valuing one’s own culture. So there are different cultural people in New Zealand. Every onehave their own point of view which may lead to problems some times.

1.6 ANALYSIS AND INTERPRETATION:

DISCUSSIONS:

I would like to discuss most of the respondent’s family mother is the decision

makers. There are few more points I would like to add:-

• Most of the respondents are satisfied about Lakme’s Brand position in the

Market.

• Majority of the respondents are purchasing Lakme product whenever they

needed.

• Most of the respondents presume that Lakme products are good.

• Majority of the respondents are not aware about Lakme products. Most of

the respondents came to know about Lakme through Advertisement.

CONCLUSION:

According to the survey we analyze that Fashion Products is a bridge between Company and consumers. Consumers are getting right price for their product with involvement. Consumers are motivated by the advertisement as well as consumers are fully satisfied by the way of product promotion, availability, and quality. Hence, concerned authorities should take for proper functioning and regularize the supply of products to the markets. It is essential that they manage their activities in a logical way in order to align with the customer needs. If the findings and suggestions from this study are considered and put into practice, definitely there will be more chances for further development and it may lead to satisfaction and increase the purchasing pattern of the buyers.

B1. RESEARCH DESIGN:

Our research is based on the Exploratory Study.

Research is exploratory when you use no earlier model as a basis of your study. The most usual reason for using this approach is that you have no other choice. Normally you would like to take an earlier theory as a support, but there perhaps is none, or all available models come from wrong contexts.

Exploratory research means that hardly anything is known about the matter at the outset of the project. You then have to begin with a rather vague impression of what you should study, and it is also impossible to make a detailed work plan in advance.

The gradual process of accumulating intelligence about the object of study means also that it will be impossible to start by defining the concepts of study. You have to start with a preliminary notion of your object of study, and of its context. During the exploratory research project, these provisional concepts then gradually gain precision.

We have collected our data by drafting a questionnaire and thereby interpreted or analyzed or result by using the Microsoft excel.