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Marketing Research

Research Report onNescafe - Mild


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Presented By

DepikaKanchan

(103)


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Our Client Nestle India

approached us to do a

market research on their

recently launched

product Nescafe Mild.

They wanted a detaileddescription 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


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Our Client

Nestle India Nestle India is a subsidiary of Nestle S. A. Switzerland.

Nestls relationship with India dates back to 1912, when it begantrading as The Nestl Anglo-Swiss Condensed Milk Company (Export)Limited, importing and selling finished products in the Indian market.

After Indias independence in 1947, the economic policies of the IndianGovernment emphazised the need for local production.

Nestle set up its first factory in 1961 at Moga, Punjab to develop milkeconomy.


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Nestl India manufacturesproducts of truly international

quality under internationallyfamous brand names such asNESCAF, MAGGI,MILKYBAR, MILO, KIT KAT,etc.

Nestle has its head office atGurgaon, Haryana and itsfactories located in Tamil Nadu,Karnataka, Goa, etc.


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Nestl's Nescafe

Beginnings of NESCAFE

NESCAF 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 morearoma and flavour from every single coffee bean.

In 1994 the 'full aroma' process was inventedto make the unique quality and character ofNESCAF even better.


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Variants of Nescafe

Nescafe Gold Nescafe Classic Nescafe Espresso

Nescafe Sunrise Nestle Milo Nescafe Cappuccino


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Product

Nescafe - Mild Nestle Co. recently launched a new coffee product named NescafeMild

It was introduced in July, 2007 and was successful only in the first twomonths.

''''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..


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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 theproduct. To know future expectations.


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Limitations: The survey was restricted to only 70 people, includingmale 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: 1840 years.


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Method of Data Collection:Primary SourceSurvey was conducted with help of a

Questionnaire.The questions were based on Consumers buying patterns, Brand

Awareness, Brand Preference, General Information.

Secondary DataInternet

It was observed that an Exploratory as well as Descriptiveresearch would be required.


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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 its the woman who goes for shopping for the

household items, here they are a majority.

We surveyed 38 females (in nos.) and 32 males


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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)


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48%

52%

Yes

No

31%4%

12%

1%

Media

Family

Friends, colleagues

Relatives

Aware of Nescafe Mild

Source of Awareness


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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


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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%


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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


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0%

10%

20%

30%

40%

50%

60%

10%

58%

18%

4% 10%

Most important reason for using the type of coffee specified before


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AnalysisWhat went wrong with the product?

Promotion

Advertisements

No outdoor publicity

Place

Campaigns outside MumbaiDistribution Strategy


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Sampling of Nescafe Mild at Nasik, Pune, Aurangabad


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Nescafe opened small shops in college campus at Nagpur


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Targeting and Focusing small towns & cities. Introduce the product in Rural Areas.

Publicize the product

Distribute free sachetsConduct more campaigns in Mumbai

Construct Nescafe stalls in College canteens

Coffee Business Seminars


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Documents

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