| The Research Topic: The effectiveness of Nestle brand compares it with the Dutch lady brand at Kajang Selangor.| 2| 1| Objective Research| 2|
2| Hypothesis Discussion * Taste * Health Value * Preference of price| 2- 3| 3| Literature Review| 3 - 4|
4| Methodology: 4(i) Questionnaire| 5|
| 4 (ii) Justify Decision| 5|
| 4 (iii) Sampling| 6|
5| The Measurement Instrument| 7 - 8|
6| Project Plan 6 (i) Grant chart| 9 -11|
7| References| 12|
TABLE OF CONTENT
Nestle already exist in Malaysia market, now we would like to make an analysis about the Nestle product in Taman Koperasi Cuepacs ,Kajang Selangor, whether customer are satisfaction with Nestle product or customer prefer with other brand like Dutch Lady. From that, Nestle can make some improvement for their product line to expand their business strategy and fulfill the customer’s satisfaction. 1. OBJECTIVE:
1. To know how well known of Nestle product in Kajang Selangor. 2. To know why people choose Nestle product to compare it with Dutch lady Product 3. To know how brands nestle can perform in the market to compare with Dutch lady product. 4. To know whether customer are satisfied with the Nestle’ brand or not 5. To know the quality of Nestle brand among resident in Kajang Selangor area. 2. HYPOTHESIS DISCUSSION:
Nestlé is the world's leading food company. Since it was set up by Henri Nestlé to provide an infant food product, it has been associated with providing high quality, customer and consumer focused products. In recent years it has focused on becoming a nutrition, health and wellness company. Wellness is about supporting people to live more healthy lives e.g. through the development of probiotic yoghurts that help maintain the balance of the digestive system. The company is a world leader in research and development, and Nestlé's scientists work in all areas to create healthier and more nutritious foods.
* Health Value
* When Nestle has a high nutritional content of food and drink, many buyers will buy Nestle product, especially the teenagers and the career.
* When the Nestle has a delicious flavor in their product, it can encourage buyers to buy Nestle product as their daily meals, especially breakfast housewife can provide a quick and easy breakfast.
* Preference of price
* When Nestle price decrease, then the purchasing power to buy Nestle product will be high, especially for low-income buyers. Every level income willing to buy Nestle product.
3. LITERATURE REVIEW
The Maggie brand experienced a decline in sales in the UK leading up to 2004. This was because the product had come to be seen as uninteresting and old fashioned due to its dehydrated format and flavor. The product failed to meet users' increasing requirements for fresh tasting culinary aids. Maggie commissioned face-to-face qualitative research to get a deeper insight into chef and consumer views. Chefs were asked to discuss their requirements.
The results showed that consumers were saying 'fresh is best'. However, the chefs' view was slightly different in terms of: 'My customers would like everything to be made from scratch (i.e. made from basic raw ingredients), but I don't have the time and money to do this'. The research revealed that the market was divided into a number of segments. A segment is a part of an overall market made up of customers with similar characteristics. Chefs fitted into four main segments:
The research showed a sizeable demand for Segment 3 - a target for Maggie 'A Natural Choice' products. Brand proposition - the research defined a proposition for developing the new brand. This new proposition was to create a product with more natural qualities for 'chefs who aim to please' who want their cooking to be as fresh tasting as possible. Natural qualities would be defined in terms of taste,...