MAJOR RESEARCH PROJECT ON
MARKET STRATEGY OF NESTLE NESTLE PRODUCT
.
UNDER THE GUIDANCE OF Prof. Richa Darshan Asst. Prof in Marketing)
UNDER THE SUPERVISION Dr. Vijaeyalaxmi Iyengar Director of Bm College of
Management
.
S UBMITTED BY-
SAKET JAIN Session - 2008-10
BM COLLEGE OF MANAGEMENT & RESEARCH APPROVED BY AICTE, MİNİSTRY OF HRD, GOVT. OF INDİA
CONTENTS •
Preface
•
Certificate
•
Acknowledgement
•
Declaration
•
Company Profile
History
Organization Structure
Business Principle
Executive Profile
•
Conceptual Framework
•
Objectives
•
Research Methodology
•
Questionnaires
•
Product Range
•
Market Share
•
Limitions
•
SWOT Analysis
•
Suggestion & Recommendations
BM COLLEGE OF MANAGEMENT & RESEARCH APPROVED BY AICTE, MİNİSTRY OF HRD, GOVT. OF INDİA
CONTENTS •
Preface
•
Certificate
•
Acknowledgement
•
Declaration
•
Company Profile
History
Organization Structure
Business Principle
Executive Profile
•
Conceptual Framework
•
Objectives
•
Research Methodology
•
Questionnaires
•
Product Range
•
Market Share
•
Limitions
•
SWOT Analysis
•
Suggestion & Recommendations
•
Conclusion
•
Bibliograph
PREFACE
The survey has at late gained wide applications to the process at business decision. Marketing today is the very stiff there is competition between the same industries. So survey gives a perfect knowledge about the market. Possibly because modern business problems are so cornice the decision markers persona experience, intuition, insight, foresight and judgment alone are no longer adequate find out an application solution to, the complex business problems.
Survey gives a shape at business in future. Survey gives know edge about: necessitating a chance the subject matter. Today every industry winds to become a top position in market. mar ket. Every industry uses some techniques in marketing, so this is essential to take a feedback at; our
effective strategies. So survey modes a better feature- and give accuracy to our research .
BM COLLEGE OF MANAGEMENT AND RESEARCH CERTIFICATE
This is to certify that Mr. Saket Jain has undergone project entitled NESTLE PRODUCT” “MARKET STRATEGY OF NESTLE (With respect to Fmcg Industry) towards the partial fulfillment fulfillment of her two years Master’s Degree of Business Administration (MBA) successfully. He has carried out this project with full sincerity and dedication and the work is original and genuine.
Dr. Prof. V. Iyengar Director
Faculty and guide
ACKNOWLEDGEMENT
This project is not one person’s solitary effort. Its successful completion is the result of many different people to whom I owe a debt beyond repayment. Unfortunately, I can not acknowledge my indebtedness to all these people, so I must necessarily limit my thanks to those who have helped me directly in making my project work an incredibly pleasant task and to give final shape. It is my duty as well as privilege to express my deep sense of gratitude to all those who have been associated with me in this summer project. First of all, I express my deep gratitude towards my project guide and Director Dr. Prof. V. Iyengar BM COLLEGE OF MANAGEMENT AND RESEARCH, INDORE , who initiated this study and also helped me by giving their valuable comments at every stage of my project. I am also deeply indebted to my faculty Member Mrs. Richa Darshan at BM COLLEGE for the providing pr oviding the required facilities for my project. I am also thankful to my parents and friends for their constructive criticism and constant encouragement and friendly co-operation.
External Examiner
DECLARATION
I have tried my level best in making this project useful, pragmatic & successful. I have tried to provide the accurate information to the best of my knowledge. The data collected is primary, authentic & analyzed by me. I hereby declare that project “MARKET STRATEGY OF NESTLE PRODUCT” entitled is authentic & I have put in my efforts meticulously to make this project to come up to the expectations and pragmatically viable.
(SAKET JAIN)
History
Nestlé headquarters in Vevey. The company dates to 1867, when two separate Swiss enterprises were founded that would later form the core of Nestlé. In the succeeding decades the two competing enterprises aggressively expanded their businesses throughout Europe and the United States. In August of 1867 Charles A. and George Page, two American brothers from Lee County, IL, established the Anglo-Swiss Condensed Milk Company in Cham. Their first British operation was opened at Chippenham, Wiltshire in 1873. In September 1867, in Vevey, Henri Nestlé developed a milk-based baby food and soon began marketing it. Henri Nestlé retired in 1875, but the company, under new ownership, retained his name as Farine Lactée Henri Nestlé.
Henri Nestlé. In 1877 Anglo-Swiss added milk-based baby foods to its products, and in the following year the Nestlé company added condensed milk, so that the firms became direct and fierce rivals. In 1905 the companies merged to become the Nestlé and Anglo-Swiss Condensed Milk Company, retaining that name until 1947, when the name Nestlé Alimentana SA was taken as a result of the acquisition of Fabrique de Produits Maggi SA (founded 1884) and its holding company, Alimentana SA of Kempttal, Switzerland. Maggi was a major manufacturer of soup mixes and related foodstuffs. The company’s current name was adopted in 1977. By the early 1900s, the company was operating factories in the United States, United Kingdom, Germany and Spain. World War I created new demand for dairy products in the form of government contracts; by the end of the war, Nestlé's production had more than doubled. After the war, government contracts dried up and consumers switched back to fresh milk. However, Nestlé's management responded quickly, streamlining operations and reducing debt. The 1920s saw Nestlé's first expansion into new products, with chocolate the company's second most important activity.
Nestlé's logo used until 1970s. Nestlé felt the effects of World War II immediately. Profits dropped from US$20 million in 1938 to US$6 million in 1939. Factories were established in developing countries, particularly Latin America. Ironically, the war helped with the introduction of the company's newest product, Nescafé, which was a staple drink of the US military. Nestlé's production and sales rose in the wartime economy. The end of World War II was the beginning of a dynamic phase for Nestlé. Growth accelerated and companies were acquired. In 1947 came the merger with Maggi seasonings and soups. Crosse & Blackwell followed in 1950, as did Findus (1963), Libby's (1971) and Stouffer's (1973). Diversification came with a shareholding in L'Oréal in 1974. In 1977, Nestlé made its second venture outside the food industry by acquiring Alcon Laboratories Inc. In 1984, Nestlé's improved bottom line allowed the company to launch a new round of acquisitions, notably American food giant Carnation and the British confectionery company Rowntree Mackintosh in 1988, which brought the Willy Wonka Brand to Nestlé.
The Brazilian president, Lula da Silva, inaugurates a factory in Feira de Santana (Bahia), February, 2007. The first half of the 1990s proved to be favorable for Nestlé: trade barriers crumbled and world markets developed into more or less integrated trading areas. Since 1996 there have been acquisitions including San Pellegrino (1997), Spillers Petfoods (1998), and Ralston Purina (2002). There were two major acquisitions in North America, both in 2002: in June, Nestlé merged its U.S. ice cream business into Dreyer's, and in August a US$2.6 billion acquisition was announced of Chef America, the creator of Hot Pockets. In the same time frame, Nestlé came close to purchasing the iconic American company Hershey's, though the deal fell through. [4] Another recent purchase includes the Jenny Craig weight loss program for US$600 million. In December 2005 Nestlé bought the Greek company Delta Ice Cream for €240 million. In January 2006 it took full ownership of Dreyer's, thus becoming the world's biggest ice cream maker with a 17.5% market share In November 2006, Nestlé purchased the Medical Nutrition division of Novartis Pharmaceutical for $2.5B, also acquiring in 2007 the milk flavoring product known as Ovaltine. In April 2007 Nestlé bought baby food manufacturer Gerber for $5.5 billion. In December 2007 Nestlé entered in a strategic partnership with a Belgian chocolate maker Pierre Marcolini Nestlé agreed to sell its controlling stake in Alcon to Novartis on 4 January 2010. The sale forms part of a broader US $39.3 billion offer by Novartis to fully acquire the world’s largest eye-care company.
Nestlé India is a subsidiary of Nestlé S.A.z of Switzerland. With seven factories and a large number of co-packers, Nestlé India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India'.
Company Profile
Nestlé - The World Food Company
The founder of Nestlé was Henri Nestlé, who, from a modest beginning, founded the Company in 1867 at Switzerland for manufacturing Infant cereal for babies. At that time Switzerland faced one of the highest infant mortality rates and the milk formula lives of many infants whose mothers were unable to breast feed successfully. With the introduction of the infant formula came the symbol of the bird’s nest, which personifies our business. The symbol which universally understood represents motherhood, love, nourishment, family, tradition and safety. Today the symbol is central to our corporate identity and closely parallels the company’s culture. At present Nestlé is the world’s largest food company, with its international head quarters at Vevey, in Switzerland. With 468 factories in 84 countries, it employs over 230,000 people.
Nestlé is often quoted as “the most multinational of multinationals”. There is good reason, as less than 2% of the turnover comes from the domestic market in Switzerland. Nestlé is very decentralized in its operations and most markets are given considerable autonomy in its operations. It is more of a people and products oriented company rather than a systems oriented company. There are “unwritten” guidelines which are to be followed, based on common sense and a strong set of moral principals emphasising a lot on respect for fellow human beings. Nestlé has adapted to the local conditions and at the same time integrated its Swiss heritage. It has always taken a long-term view in the countries in which it operates. Therefore, one can se a lot of investment in Research and Development and risk taken in new product areas. There is a great emphasis placed on training by the company. It believes in rewarding and promoting people from within. Today its product brand name “Nestlé” is associated with “Quality Products” in worldwide consumer markets. When Henri Nestlé introduced the first commercial infant formula in 1867, he also created a symbol of the bird’s nest, graphic translation of his name, which personifies the company’s business. The symbol, which is universally understood, evokes security, motherhood and affection, nature and nourishment, family and tradition. Today it is the central element of Nestlé’s corporate identity and closely parallels the company’s corporate values and culture.
Introduction of Nestle
India limited and
Partnership Nestlé’s relationship with India dates back to 1912, when it began trading as The Nestlé Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market. After India’s independence in 1947, the economic policies of the Indian Government emphazised the need for local production. Nestlé responded to India’s aspirations by forming a company in India and set up its first factory in 1961 at Moga, Punjab, where the Government wanted Nestlé to develop the milk economy. Progress in Moga required the introduction of Nestlé’s Agricultural Services to educate, advise and help the farmer in a variety of aspects. From increasing the milk yield of their cows through improved dairy farming methods, to irrigation, scientific crop management practices and helping with the procurement of bank loans. Nestlé set up milk collection centres that would not only ensure prompt collection and pay fair prices, but also instil amongst the community, a confidence in the dairy business. Progress involved the creation of prosperity on an on-going and sustainable basis that has resulted in not just the transformation of Moga into a prosperous and vibrant milk district today, but a thriving hub of industrial activity, as well. For more on Nestlé Agricultural Services. Nestlé has been a partner in India's growth for over nine decades now and has built a very special relationship of trust and commitment with the people of India. The Company's activities in India have facilitated direct and
indirect employment and provides livelihood to about one million people including farmers, suppliers of packaging materials, services and other goods. The Company continuously focuses its efforts to better understand the changing lifestyles of India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness through its product offerings. The culture of innovation and renovation within the Company and access to the Nestlé Group's proprietary technology/Brands expertise and the extensive centralized Research and Development facilities gives it a distinct advantage in these efforts. It helps the Company to create value that can be sustained over the long term by offering consumers a wide variety of high quality,
safe
food
products
at
affordable
prices.
Nestlé India manufactures products of truly international quality under internationally famous brand names such as NESCAFÉ, MAGGI, MILKYBAR, MILO, KIT KAT, BAR-ONE, MILKMAID and NESTEA and in recent years the Company has also introduced products of daily consumption and use such as NESTLÉ Milk, NESTLÉ SLIM Milk, NESTLÉ Fresh 'n' Natural Dahi and NESTLÉ
jeera raita.
Nestlé India is a responsible organization and facilitates initiatives that help to improve the quality of the life in the communities where it operates.
Organization structure 1.The strength of “Nestle India limited”
Over the years, Nestle India Limited has grown to become a multi-million US Dollar company. Many of the Nestle’s products – dairy products and beverage products are market leaders in their category and have won acclaim at the Monde Selection, since1912. Today, Nestle India Limited enjoys a big share of the total food items market , in India. The Nestlé’s brands, such as, Nescafe, Maggi and milkmaid and confectionery brands, such as, Eclairs, Polo, Munch and Kitkat, enjoy a strong imagery and appeal amongst consumers. Be it a big city or a remote village of India, the Nestle name symbolizes quality, health and great taste! And yet, we know that this reputation has been built, by constantly innovating and catering to new tastes. This can be seen by the success of brands, such as, Maggi & nescafe, or the single twist wrapping of Munch choclate. In this way, by concentrating on consumer tastes and preferences and emphasizing Research & Development, the Nestle brand grows from strength to strength.
2.The Quality Commitment
Nestle Products has one factory at ‘MOGA’ that manufactures Milk products. Apart from it Nestle India Limited has FIVE another factories at different location are as:- Samlakha, Nanjangud,Choladi,Bicholim, and Ponda. Today Nestle India limited is manufacturing & marketing the brands in the following categories:. Milk and Infant dietetics . Culinary . Cereals . Beverages ( Instant Drinks) . Chocolates & Confectionery . Child Dairy
All these factories are located at strategic locations, so as to ensure a constant output & easy distribution. Each factory has state-of-the-art machinery with automatic printing & packaging facilities. All Nestle products are manufactured under the most hygienic conditions. Great care is exercised in the selection & quality control of raw materials, packaging materials & rigid quality standards are ensured at every stage of the manufacturing process. Every batch of biscuits & confectioneries are thoroughly checked by expert staff, using the most modern equipment.
The Marketing Strength The extensive distribution network, built over the years, is a major strength for Nestle Products. Nestle’s products are available to consumers, even in the most remote places and in the smallest of villages with a population of just 500. Nestle has many wholsellers, catering to approximately 40,000 retail outlets directly or indirectly in mumbai. A two hundred strong dedicated field force services these wholesalers & retailers..
The Nestle’s marketing philosophy emphasizes catering to the masses. We constantly endeavor at designing products that provide nutrition & fun to the common man. Most of Nestle’s product offerings are in the low& mid-range price segments. This is based on our cultivated understanding of the Indian consumer psyche. The value-for-money positioning helps generate
large
sales
volumes
for
the
products.
However, Nestle Products also manufactures a variety of premium products for the up-market, urban consumers. And in this way, caters a range of products to a variety of consumers.
The Customer Confidence The Nestle name conjures up fond memories across the length and breadth of the country. After all, since 1961, the people of India have been growing up on Nestle’s Milk products & Beverages. Today, the Nestle brands have found their way into the hearts and homes of people all over India & abroad. Nestle products, continue to spread happiness & joy among people of all ages. The consumer is the focus of all activities at Nestle. Maximizing value to consumers and forging enduring customer relationships are the core endeavors at Nestle. Our efforts are driven towards maximizing customer satisfaction and this is in synergy with our quality pledge. "Nestle India Limited” will strive to provide consistently nutritious & quality food products to meet consumers' satisfaction by using quality materials and by adopting appropriate processes. To facilitate the above we will strive to continuously train our employees and to provide them an open and participative environment."
Overall feed back of customer about company 70% 60% 50% 40% 30% 20% 10% 0% Nestle Good
Nestle Average
Nestle poor
Business Principle
Our Corporate Business Principles will continue to evolve and adapt to a changing world, our basic foundation is unchanged from the time of the origins of our Company, and reflects the basic ideas of fairness, honesty, and a general concern for people. Nestlé is committed to the following Business Principles in all countries, taking into account local legislation, cultural and religious practices: 1. Nutrition, Health and Wellness Our core aim is to enhance the quality of consumers lives every day, everywhere by offering tastier and healthier food and beverage choices and encouraging a healthy lifestyle. We express this via our corporate proposition Good Food, Good Life. 2. Quality Assurance and product safety Everywhere in the world, the Nestlé name represents a promise to the consumer that the product is safe and of high standard. 3. Consumer Communication We are committed to responsible, reliable consumer communication that empowers consumers to exercise their right to informed choice and promotes healthier diets. We respect consumer privacy. 4. Human rights in our business activities We fully support the United Nations Global Compact’s (UNGC) guiding principles on human rights and labour and aim to provide an example of good human rights’ and labour practices throughout our business activities. International Labour Organisation 5. Leadership and personal responsibility Our success is based on our people. We treat each other with respect and dignity and expect everyone to promote a sense of personal responsibility. We recruit competent and motivated people who respect our values, provide
equal opportunities for their development and advancement, protect their privacy and do not tolerate any form of harassment or discrimination. 6. Safety and health at work We are committed to preventing accidents, injuries and illness related to work, and to protect employees, contractors and others involved along the value chain. 7. Supplier and customer relations We require our suppliers, agents, subcontractors and their employees to demonstrate honesty, integrity and fairness, and to adhere to our nonnegotiable standards. In the same way, we are committed towards our own customers. 8. Agriculture and rural development We contribute to improvements in agricultural production, the social and economic status of farmers, rural communities and in production systems to make them more environmentally sustainable. 9. Environmental sustainability We commit ourselves to environmentally sustainable business practices. At all stages of the product life cycle we strive to use natural resources efficiently, favour the use of sustainably-managed renewable resources, and target zero waste. 10. Water We are committed to the sustainable use of water and continuous improvement in water management. We recognise that the world faces a growing water challenge and that responsible management of the world’s resources by all water users is an absolute necessity.
Nestlé continues to maintain its commitment to follow and respect all applicable local laws in each of its markets.
Board of Directors Mr. Antonio Helio Mr. Shobinder Duggal Mr. Christian Schmid Mr. Pradip Baijal Dr. Rakesh Mohan Mr. Ravinder Narain Dr. Swati A. Piramal Mr. Richard Sykes Company Secretary Mr. B. Murli
Chairman and Managing Director Director - Finance & Control Director - Technical Non Executive Director Non Executive Director Non Executive Director Non-Executive Director Alternate Director to Mr. Michael W.O Garrett Senior Vice President Legal & Company Secretary
Shareholder / Investor Grievance Committee
Mr. Ravinder Narain Mr. Antonio Helio
Chairman Member
CONCEPTUAL FRAMEWORK The Starting point is every one who might conceivably buy the product that is called suspects and from these the company determines the most likely prospects which it hopes to convert into first time customers then repeat customers and then clients .. Following figure shows the main steps of attracting and keeping customers .
Suspects Prospects
Disqualified Prospects
First Time Customers Repeat Customers Clients Members Advocates Partners
Inactive or ex custemers
Objective
Every human effort should have pre-determined objective. I conducted my survey of biscuit with the following objectives: -
To know various brands available in the market.
To collect information from various customer
To measure effect of advertisement on sale of product.
Financial analysis of the company.
To know customer expectation from the product.
To understand level of customer satisfaction.
To analysis information from wholesale of retailer.
Research Methodology Introduction
Research Methodology is a way to systematically solve the research problem. Research in commonplace refers to a search of knowledge. Research is an original contribution to the existing state of knowledge making for its advancement. The role of research in several fields of applied economics whether related to business or economy as a whole has greatly increased in modern times. Firstly we should know what is a research methodology. Every project repeat conducted scientifically had specified framework for controlling data collection. This framework is collect research design accurately and economically. There are generally two types of research design: 1. Exploratory 2. Conclusively Research.
These types of research design used in this project are exploratory. Exploratory research is that in which new relationship, are discovered, and looking to the objective of the research that is finding out the most dominant attribute and also the market leader in respect to brand vs price.
Data collection Method Both primary and secondary data’s was considered and studied for the project.
Primary Data These are the data’s which are not readily available to the user or researcher but these data’s has to be collected by some one primarily for their own use. They are specifically collected for certain research. For specific research project at hand for obtaining state about advertisement and sales promotions of Biscuit.
Secondary Data Refers of those data, which are collected and distributed is parts and are already available in firm compary internal needs and commercial trades and private publication. In the study secondary data were used for required information like:1. Marketing strategy of Milk products. 2. Getting information about the mode of marketing strategy of ‘DAHI’, which attrib 3. population of customer.
RESPONDING TO MARKET RESEARCH
Nestlé is continually monitoring customer requirements through market research. Market research helps the company to keep in touch with an ever changing environment in which social attitudes and buying patterns are continually shifting. Market research takes two main forms: Qualitative research. This involves setting up small focus groups of
consumers who express their ideas and opinions about their needs and views on different products. Quantitative research. Whereas qualitative research involves only
relatively few people, quantitative research involves much bigger numbers.
Questionnarie
Personal details: Name Address Age Bet 0-10
10-20
20-30
above
Gender Phone/mob Profession
1.Do you eat chocolate?
a. Yes
b. No
2.Which kind of chocolate do you prefer?
a. Cadbury
b. Nestle
3.Which sub –brand you have purchased?
a. Cadbury
Nestle
b. Dairy milk
kitkat
c. 5 star
munch
d. Perk
milky bar
e. Celebration
bar one
4.Rank the sub-brands of chocolate according to you preference?
a. Cadbury
b. Nestle
5.Which form of a chocolate do you like?
a. Hard
b. notties
c. Crunchy
d. chew
6.What pack do you purchase?
a. Small
b. Big
c. Family pack
7.Which promotional offers attract you most?
a. Free gifts b. Price offer c. Any other
8.Which media of advertisement influence you purchase ?
a. Television b. Newspaper c. Brochures d. Hoarding e. Display
9.If your preferred brand is not available for repeat purchase then what will
you do? a. Postpone your purchase b. Switch over to other brand c. go to the other shop to search for your preferred brand
Product Range of Nestle
NESCAFÈ CLASSIC is a 100% pure coffee and is made from carefully selected coffee beans picked from the finest plantations, blended and roasted to perfection to created the unique rich and smooth NESCAFÈ taste. NESCAFÈ SUNRISE is an Instant Coffee-Chicory blend, popular for its robust body and a flavor akin to fresh roast-and-ground coffee. The secret lies in the right blend of flavourful coffee and roasted chicory to give you an incomparable experience. NESTEA Tea Bags are made from the finest blend of Assam Teas, which give a refreshing cup of bright, coloury tea of fair strength and superior taste. They are available both in individually enveloped and nonenveloped formats.
We manufacture high quality Hot & Cold Water Soluble Black and Green Tea Powders at our state-ofthe-art factory in Choladi, located in the midst of tea plantations which ensure availability of fresh green leaves. With their high polyphenol content resulting in enhanced anti-oxidant properties, our teas can be used to produce premium products. The improved new NESTLÈ MILO gives children the energy they need to enjoy their active lifestyle. Packed with Actigen - E, a unique mix of Bvitamins and other key micro nutrients which help optimise energy release effectively. In addition its extra cocoa and rich malt makes it so chocolaty and irresistible that they will always be asking for more. A wide range of premixes for the vending machines. The basket of products include NESCAFÈ Classic, NESCAFÈ Frappe, Tea Premix (Plain, Cardamom), Hot Chocolate, Iced Tea (Lemon, Peach, Apple), and Badam (Almond) Milk vending mixes.
NESTLÉ KITKAT are delicious crisp wafer fingers covered with chocolayer. Our special tropicalized recipe ensures that NESTLÉ KITKAT is preserved even in warmer climates.
NESTLÉ MILKYBAR is a delicious milky treat which kids love. With its Calcium Rich recipe, NESTLÉ MILKYBAR is a favourite with parents to treat their kids with.
Extremely popular in India, NESTLÉ MUNCH is wafer layer covered with delicious chocolayer. A crispy light irresistible snack! NESTLÉ Milk Chocolate is a milk chocolate with a delicious taste for you to savour.
NESTLÉ BAR-ONE is a luscious nougat and caramel core covered with a delicious chocolayer.
NESTLÉ offers a bouquet of three exciting éclair variants: NESTLÉ Eclairs are rich milky caramel Eclairs with a soft center. NESTLÉ Chocolate Eclairs are a delicious delight with luscious creamy chocolate inside. NESTLÉ MILKYBAR Eclairs are delightful Eclairs with a creamy milky chocolate center. POLO is a mint roll popularly described as ‘The Mint with the hole’. Now also in the new extra strong singles format as POLO Powermint.
NESTLÉ EVERYDAY Ghee is 100% pure Clarified Butter hygienically packed to preserve its rich aroma and granular texture. As a cooking medium, NESTLÉ EVERYDAY Ghee helps you add that authentic ethnic aroma and flavor to Indian preparations every time, everyday. A Partly Skimmed Sweetened Condensed Milk, NESTLÉ MILKMAID is a versatile product and excellent as a dessert ingredient. With MILKMAID, you can whip up lip-smacking desserts for your family in the shortest possible time.
NESTLÉ EVERYDAY Dairy Whitener is a creamy Dairy Whitener specially made to add a rich, smooth taste to your tea. Every time, every day.
MAGGI 2-MINUTE Noodles is one of the most popular brand of instant noodles in India. Available for export in 5 authentic Indian flavours (spicy Masala, tangy Chatpata, Chicken, Tomato and Curry), it is a delicious anytime snack that’s ready in just 2 minutes.
MAGGI Chinese Noodles makes it so simple to prepare delicious ‘Indian Style’ Chinese Noodles at home in a jiffy! Offered in two exciting flavours, Veg Chowmein and Lemon Chicken. These packs are for export only. MAGGI Vegetable Atta Noodles is a unique innovative product with the goodness of whole wheat and real vegetables. Available in the popular Masala flavour. In addition to the nutrition from whole wheat, MAGGI Dal Atta Noodles offers the goodness of Dal (lentils) in the deliciously ethnic Sambar Tastemaker.
MAGGI offers a wide range of specialty Indian Sauces which are relished for their unique taste. Available in the following delightful variants: Tomato Ketchup, Tomato Sauce, Tomato Chilli, Masala Chilli, Chilli Garlic, Tamarina, Tomato Chatpat, Tomato Pudina and the alltime-favourite MAGGI Hot & Sweet Sauce. MAGGI ‘Taste of India’ Pastes are a delicate blend of traditional spices and freshly ground pastes, offering the convenience of preparing authentic Indian recipes at home, in no time at all! The range includes Biryani Paste, Curry Paste, Korma Paste, Tandoori Paste and Tikka Masala Paste.
New MAGGI Healthy Soups are even more delicious, quick to prepare, convenient and healthy. They contain real vegetables, are low fat and cholesterol free. They also do not have added MSG, preservatives or artificial colours.
MARKET SHARE
Le ading P laye r's Share
Amu 8% Nestl 22%
Cadb Nestl Amul
Cadbur 70%
Pro duct Variants Sh are
Choco pann 4% Sugar pann 13% Countline ba 33%
M o u ld e d C h o c
Moulded Chocolate 50%
C o u n tl in e b a r s Sugar panne d Choco panned
Share of different tyepes of products in total revenue of Nestle India Limited
15% 45%
18%
22%
Milk Products
beverage prducts
Age-wise Market Segmentation
Over 55 years 7% 25-54 years
2-8 years 16%
2-8 years
22%
8-25 year 25-54 yea over 55 ye
8-25 years 55%
Region-wise Distribution of Sales
South 20%
North 35%
No Ea W
West 33%
East 12%
So
Confectionery Industry
Mints / Chewing Gums 12% Chocolates 24%
Sugar boiled Sugar boiled 64%
Chocolates Mints / Chewing Gu
Causes by which consumers moved to other Brands
10% 30%
30% 15%
15%
Different variety good taste First choice of customer, Satisfied with Nestle, better than others competitors No response
General Compliments about Nestle's product 10% 10% 40% 20% Different variety good teste First choice of customer, Satisfied with Nestle, better than others competitors No response
10% 10%
20% 40%
customer satisfied with 'Quality' provided by Nestle
80 70 60 50 40
80
30 20 16
10
4 0 Customer Satisfied
Customer not No Response Satisfied
Awareness of Consumers about Nestle's 'Fresh n Natural'
25%
75%
Nestle product' uses by consumers of two kinds
40%
60%
Home made
branded
Limitation
Nothing in this world is perfect. Everything has its limit, so has this survey. The main limitations encountered are: -
It is sample survey and sample taken randomly and has covered limited number of respondent.
It was hard to gather all information about project from Internet due to some technical problem.
Time is short to carry out the survey is more detail as well as with more respondent.
Language is also one of the barriers.
The respondent was unwilling towards the questionnaire.
Some time people take it as a fun and do not provide correct information
Suggestion and Recommendation
•
Target market must focus age group between the 8-25& above years of people.
•
The pricing of product(chocolate) should be reduced by nominal percentage.
• The company should try to enter into the ‘personal Selling’. • The retailers must be satisfied with the company. During the survey I had face many problem to complete my work. I anyhow overcome the barriers. There are many suggestions with regard to change in survey method but the main recommendation and suggestion are:
Consumers always see for fresh quality so always should try to keep stock in retail stores be fresh.
The retailers must be satisfied with the company.
Many consumers want more taste in chocolate.
Company should give time to time in center to its client i.e. dealer for achieving a particular sales target.
At least once in a year every brand should launch a particular scheme to attract marginal customer.
Effective advertising companies through print as well as electronic media.
Manufactures must keep consisting about the quality of product.
However the suggestions are many never the less. All the manufactures should also pay its attentions towards.
Packaging so the product can attract more consumer.
RESPONDING TO MARKET CHANGE
Using this market-led approach, Nestlé introduced and developed its Sveltesse ('slimness' or 'elegance' in French) range. The range began with yoghurts and dairy products and globally now includes bottled water, ice cream, cereal bars and frozen prepared meals. In developing Sveltesse, the emphasis is concentrating on an appealing taste combined with a low or no fat, low calorie option
Conclusion •
Consumer interest in the good quality and health impact of foods has probably never been greater and for good reason.
• Nestlé is one of the world's leading food companies and intends to remain so. Its commitment to high quality market research ensures that it remains fully aware of changes in consumer behaviour and consumer tastes
People like ‘chocolate,maggi,dahi’ very much.
Different people have different basis of making decision.
Maximum consumers of ‘chocolate are of age in between 8-25 years.
Most families’ consumes ‘Nestle product’ daily.
Maximum people obtain for Quality products.
Fresh ‘n’ Natural is one of the most famous brands in demand by consumer.
Fresh ‘n’ Natural is liked mostly to its good and delicious taste.
People expect low price by Nestle product.
Retailers should have maximum satisfaction from company.
Mostly peoples see quality than price
Results
• Consumer research shows that people are looking to adopt healthier lifestyles. • Newspapers and television channels bombard about the benefits of healthier living. • Governments, in order to ease the burden on public health services, are also reinforcing these messages. • As a result, many people are taking positive steps to lead healthier lives. • Nestlé is the world's biggest food and beverage company and produces a wide range of products. • To collect information from various consumers. • To know consumer expectation from the product. • To understand level of consumer satisfaction. • To identify buying behaviour of consumers
Bibliography Books
Kotler Philip :Marketing Management (Prentice-Hall of India Pvt. Ltd.
North West University 1997.). Sharma D.D. : Marketing Research.
Websites
www. msnsearch.com www .nestle.in
