Nestle Marketing Research Project

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Table of Contents

Organizational History- 5 -

Products- 5 -

Milk, Dairy And Chilled Dairy- 5 -
Beverages- 5 -
Bottled Water- 5 -
Nestle Juices- 5 -
Baby Food- 6 -
Prepared Meals- 6 -
Break Fast Cereals- 6 -
Chocolates & Confectionary- 6 -

Current Situation- 6 -

Problem Statement- 6 -

Sales Growth- 6 -
Customer Attitudes- 7 -

Nestlé’s Concern- 7 -

Marketing Mix- 8 -

Product- 8 -
Price- 9 -
Place- 9 -
Promotion- 9 -

Target market- 9 -

Competitors- 9 -

Competitor Analysis- 10 -
Shezan All Pure- 10 -
Minute Maid- 10 -
Haleeb Good Day- 10 -

11.0. INFORMATION NEEDS- 10 -

SYNOPSIS- 10 -

Research Question- 11 -

6.0. Hypothesis- 11 -

7.0. Research Objective- 12 -

Exploratory Research- 13 -

Focus Groups- 14 -
Details Of First Focus Group- 14 -
Details Of Second Focus Group- 14 -
Details Of Third Focus Group- 14 -
Questions to Be Asked During Focus Group Discussion- 15 - In-depth Interviews- 15 -
Proposed Interviewee 1- 16 -
Proposed Interviewee 2- 16 -
Proposed Interviewee 3- 16 -
Questions To Be Asked From Management- 16 -
Questions To Be Asked from Retailers and Wholesalers- 17 - Literature Search- 17 -
Haleeb Good Day- 18 -
Shezan All Pure- 18 -

Focus Groups DETAILS- 18 -

Goals to be achieved through Focus group- 18 -
Procedure used to plan focus group- 19 -
Reason For Conducting Three Focus Groups- 19 -

FOCUS GROUP 1- 20 -

Key Findings Of Focus Group 1- 20 -

FOCUS GROUP 2- 22 -

Key Findings Of Focus Group 2- 22 -

FOCUS GROUP 3- 24 -

Key Findings Of Focus Group 3- 25 -
Summary Of Focus Group Findings- 26 -
Limitations Of Findings- 27 -

In-depth Interviews- 27 -

Interview # 1- 27 -
Results of Interview Conducted At NESTLE- 27 -
Interview # 2- 29 -
Findings Of Interview Conducted At AL FATAH- 29 -
Interview # 3- 30 -
Findings Of Interview Conducted At HKB- 30 -
Interview # 4- 30 -
Findings Of Interview Conducted At Metro- 31 -
Interview # 5- 31 -
Findings Of Interview Conducted At Small Retailers- 31 - Summary- 31 -
Interview # 6- 31 -
Findings of Interview Conducted At NESTLE- 32 -

Literature Search- 32 -

Minute Maid- 33 -
Haleeb Good Day- 33 -
Shezan All Pure- 33 -

DATA COLLECTION- 34 -

Survey METHODOLOGY- 34 -

CONSUMER ANALYSIS- 37 -

Analysis of Responses To General Questions- 37 -
Gender- 37 -
Age- 38 -
Residential Area- 39 -
Income Bracket- 40 -
Degree of Liking Nestle Juice- 41 -
What Flavor do you Like The Most- 42 -
Price- 43 -
Packaging- 44 -
Quality- 45 -
Taste- 46 -
Sugar Content- 47 -
Advertisment- 48 -
Appealing Advertisement- 49 -
Frequency of Consuming Nestle Orange Juice- 50 -
Purchase of Juices- 51 -
Frequescy Of Consuming on Daily Basis- 52 -
Choice of Barand If Nestle Orange Juice Is Not Available- 53 - Latest Add of Nestle Orange Juice- 54 -
Conclusion- 55 -
Cross Tabs- 56 -
EFFECT OF INCOME ON CONSUMPTION OF JUICE- 56 -
Analysis- 56 -
Results- 57 -
Effect Of Gender On Degree Of Liking Nestle Orange Juice- 57 - Analysis- 57 -
Results- 58 -
Effect Of Age On Consumption Of Nestle Orange Juice- 58 - Analysis- 59 -
Results- 60 -
Effect Of Taste On Consumption Of Nestle Orange Juice- 60 - Analysis- 61 -
Results- 62 -
Effect Of Price On Consumption Of Nestle Orange Juice- 62 - Analysis- 63 -
Results- 63 -
Effect Of Advertisement On Consumption Of Nestle Orange Juice- 63 - Analysis- 64 -
Results- 65 -
Effect Of Liking Nestle Juice On Liking Nestle Orange...
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