Nestle Tea

Marketing management report

Submitted to: Sir Faizan Baloch

Submitted by: Shezar Saifee Rajput
Moazzam Nasir (1011255)
FarhanArshad ( 1146108)
Hammad Zafar ( 1146109)
Syed Mohd. Aneeq (1146130)

Sahar Fatima (1011194)



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Table of Contents
1. Executive Summary:..................................................................................................................................................... 4
2. Situational Analysis: ..................................................................................................................................................... 5
2.1 Market needs: ........................................................................................................................................................ 5
2.2 The Market: ...................................................................................................................................................... 6
2.2.1 Market demographics ................................................................................................................................ 6
2.2.2 Market Growth Trends: ............................................................................................................................. 6
2.3 The Company: ........................................................................................................................................................ 6
2.3.1 Mission ............................................................................................................................................................. 7
2.3.2 Product Offering ........................................................................................................................................... 7
2.3.3 Positioning ...................................................................................................................................................... 7
2.3.4 SWOT Analysis: ............................................................................................................................................. 7
2.4 Competition ............................................................................................................................................................ 8
2.4.1 Competitor Analysis ........................................................................................................................................ 8
3 MARKETING STRATEGIES ............................................................................................................................. 9
3.1Value Proposition: ................................................................................................................................................. 9
3.2Critical issues: ......................................................................................................................................................... 9
3.4 Marketing Objectives: ......................................................................................................................................... 9
3.5 Target Market Strategy: ..................................................................................................................................... 9
3.5.1 Positioning: ..................................................................................................................................................... 9
3.7 Strategy Pyramids: ....................................................................................................................................... 10
4. MARKETING MIX: ................................................................................................................................................. 10
4.1 Product Marketing: ............................................................................................................................................. 10
4.1.1 Marketing considerations ..................................................................................................................... 10
4.2 Pricing ..................................................................................................................................................................... 10
4.3 PROMOTION ........................................................................................................................................................ 12
4.4 Web Plan: .............................................................................................................................................................. 12
4.4.1 Website Goals: ............................................................................................................................................ 12
4.4.2 Website Marketing Strategy: ................................................................................................................ 12
4.4.3 Development Requirements: ............................................................................................................... 13
Tell a Personal Story ................................................................................................................................... 13
Involve Your Customers: ........................................................................................................................... 13
Create Useful and Diverse Content: ....................................................................................................... 14
4.5 Service: ................................................................................................................................................................... 14
4.6 Sales Plan: .............................................................................................................................................................. 15
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4.6.1 Sales Strategy: ............................................................................................................................................ 15
4.6.2 Sales Process:.............................................................................................................................................. 15
5 Financials: ...................................................................................................................................................................... 16
6 Controls: ......................................................................................................................................................................... 18
6.1Implementation: .................................................................................................................................................... 18
6.3 Market Research: ................................................................................................................................................. 19
6.4 Contingency plan: ............................................................................................................................................... 20
6.5 CRM Plans: ........................................................................................................................................................... 20
7Appendixes.......................................................................................................................................................................21


















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1. Executive Summary:
Nestle has become a well established consumer brand. It has come up with a wide variety of
ambient dairy products that includes milk pack, Nido, Everyday etc. Keeping in mind that
Pakistani consumers are fond of tea Chai, Nestle can come up with a new product Nestle
Tea that will cater to the needs of consumers and also help the brand to grasp a large market
share. This tea will be launched in packaged form and tea bags. Nestle has always been a
perfect player in its distribution channels and it will make sure that our newly launched brand
i.e. Nestle Tea is available at all major retail chains and super markets. We are planning to
enter in the domestic market, and subsequently the international market, once the brand has
established its procurement base, production processes and generated enough financial
resources. Innovation, quality consistent and accessible tea reputations is the first and the
foremost priority. We believe in our customers because they are the once who are going to
judge the product on all the aspects whether its quality, taste, packaging etc. Market research
study shows that there is great opportunity for tea producers to enter in to the market and
cater to the increasing demand of tea. Nestle has already got a positive brand perception in
peoples mind, so it will be an additional benefit for its new brand.





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2. Situational Analysis:
Nestle for the first time is going to launch a tea brand that will be available in ready to mix
form, both in family size package and tea bags. Its success depends on how effective is its
marketing strategy. It will have to face a tough competition from Lipton tea that is already
growing rapidly in the market. This product will be targeted to consumers who like strong tea
that keeps them healthy and fresh. The brand itself reflects the image of hygiene and nutrition
that will a differential factor for the success of its tea brand. There is a high demand of tea in
the domestic market and it will be a great opportunity for Nestle to come with its own tea
blend.
2.1 Market needs:
Nestle Tea is catering to the needs of consumers by providing them with high quality tea.
Today in market, a variety of loose tea is sold that although fulfill the need but can be
dangerous to health as it contains the impure ingredients like caffeine etc. People mostly
consume tea for keeping them fresh and in countries like Pakistan it has now become a
necessity. Nestle will make sure that its tea ingredients are completely pure and suitable to
health by undergoing laboratory/ quality control tests. Nestle milk pack and its upcoming tea
brand provides a complete blend. It is one of the facts that tea is the worlds most favorite
beverage after water and its demand is all time high in the market. In the past few years, it
has been observed that people are becoming more health conscious and this is diverting them
from the consumption of loose tea to branded packaged tea. This is particularly seen in the
upper upper and upper lower (middle class) consumers. To fulfill this changing need and
demand, Nestle Tea is coming with a better focused target market and its ultimate goal is to
create value for their valued customers by providing products full of nutrition and hygiene.
2.2 The Market:
2.2.1 Market demographics

Pakistani consumers in SEC A and SEC B category
Both male and female
All age groups of people
Urban areas of the country
Usage of tea in household, offices, businesses and organizations.
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Want natural flavor and rich taste of tea
Who are health conscious
2.2.2 Market Growth Trends:
We can see the increasing trend of tea consumption in Pakistan. A major chunk of tea is
imported from foreign countries particularly Kenya that shows that our market is still short of
tea production that results in to high prices of tea. It will help the new entrants like Nestle to
enter in to this market and target a large consumer base.



2.3 The Company:
2.3.1 Mission
To be at top among all the tea brands by providing excellent quality of tea. Our aim is to
satisfy our consumers by providing them rich taste and natural flavor of Nestle Tea. Nestle
has always assure good and hygiene and its a major factor in its success. We always keep
our customers before everything else and are committed to fulfill their needs and wants.
Further, we have gone through a detailed research and development (R&D) before coming
up with our new tea brand so that we can create value for our tea consumers.
2.3.2 Product Offering
Nestle Tea with rich taste and natural favor.
New coffee flavor tea
Easy to use tea sachets
family size tea package
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Nestle Tea bags
Available in hard pack, soft pack and transparent pack
2.3.3 Positioning
Nestle Tea will position itself as a value for money brand. Its appeal will be Chai ho
tohaisi, Nestle Teajaise.
Its USP is that Nestle Tea is at the top among all tea brands on the basis of quality, taste
and innovation.
2.3.4 SWOT Analysis:
2.3.4.1 Strengths
1. Healthy and nutritional ingredients that reflect image of brand i.e., good food,
good life.
2. Natural flavor and rich taste of tea
3. Good packaging
4. Good brand perception
5. Strong distribution channels.
2.3.4.2 Weaknesses
1. Low cost allocated for marketing activities.
2. Covering operating cost of plant/ machinery in limited budget
2.3.4.3 Opportunities
1. To expand its product line.
2. Capturing huge market share by entering in to domestic market.
3. To fulfil the increasing demand of Pakistani consumers for tea
4. Attracting a large number of consumers through marketing activities
2.3.4.4 Threats
1. Tough competition from Lipton and Tapal that are already growing in the
market.
2. Less strong financial projections ( budget)
3. Smuggling of tea from other countries and selling in local markets at a low price
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2.4 Competition
2.4.1 Competitor Analysis
The main competitor of Nestle Tea is the Unilever Pakistan which has the 43% of market
share with its different brands as
Lipton Yellow Label
Supreme
Tapal
Vital tea
A-1 karak
Yellow Label has the sale volume of almost 10000 per ton and its other brand Supreme with
the lead 16000 per ton. Its lead is due to more rural and small towns which this brand is
targeting. Overall the Unilever has the sale volume per ton of almost 34000. A-one karak is
also another brand targeted to the rural areas
2.4.1.1 Direct competitors
Our direct competitors are
Tapal
Lipton Yellow Label
As they are also serving the same target market of urban areas
2.4.1.2 Indirect competitors
A-1 karak
Vital tea
Supreme
They are not serving the same target market as ours but they have the potential to enter
the urban market strongly especially supreme as it is well establish brand of rural areas
and consider as a symbol of happiness, as far as vital tea is concerned its a new brand
and can play a direct competitor in future.
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3 MARKETING STRATEGIES
3.1Value Proposition:
Nestle Tea contains L-theanine, an amino acid whose consumption is strongly
associated with a calm but alert and focused, relatively productive mental state
in humans which is not found in other competitor products.
Easy to use 3 to 5 cup separate sachets which can instantly make tea
Also launching new coffee flavor tea that has not been launch by other brand.
3.2Critical issues:
Nestle Tea claims as the high percentage of illiterate people does causes a problem for them
as these sorts of people does not know about the problems in the loose tea. A major portion of
the market which is a low level class goes for the loose tea as they do not know the low
quality of tea used in it which can be a threat for their health.
3.4 Marketing Objectives:
The objective is to create consumer awareness about the new Nestle Tea product, as Nestle is
well reputed brand so its not difficult to create awareness about the new tea product because
Milk Pak is already a well establish brand of Nestle so Nestle Tea and Nestle milk pak is a
perfect blend. And also to establish a wide brand recognition through the capture of market
shares in the multi segment, and to become the top market leader in that particular segment
within the strong research and development.
3.5 Target Market Strategy:
The target market for our brand Nestle Tea is the SEC A class and SEC B class. The target of
this brand is the urban areas of the country and along with the use in offices, business and
corporate level as well. Nestle Tea is basically the one to one competitor against Lipton
yellow label and Tapal. So in a gist we want to create brand personality as sophisticated
brand.
3.5.1 Positioning:
To SEC A class and SEC B class for Nestle Tea.



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3.7 Strategy Pyramids:


4. MARKETING MIX:
4.1 Product Marketing:
The core:
Tea Beverage
Branding: Light blue color, aspect of refreshing mind, available in hard pack, soft
pack, transparent pack, sachet, jars and tea bags.
Trade name: Nestle Tea, a Nestleproduct
Brand personality Freshness, Healthy, Innovative etc.
Brand equity: Nestle Tea provides a quality, consistent, innovative and accessible tea
reputation.
4.1.1 Marketing considerations
Product life cycle: Nestle Tea is a product at its beginning stage so they are finding some
multiple segments to differentiate themselves.
4.2 Pricing
The pricing strategy that we are following for Nestle is as same as our competitors as we are
not dealing price cut strategy.
STOCK KEEPING UNITS
Strategy( launching Nestle Tea
which contain L-theanine)
Tactics(Media and channels)
Programs(Events,advertising and
celeberity endorsement)
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3 cup sachet in PKR 7
5 cup sachet PKR 12
100 tea bags in hard pack PKR 220
240 grams Nestle Tea Hard Pack PKR 155
195 grams Nestle Tea soft Pack PKR 115
195 grams Nestle Tea coffee flavour in transparent pack PKR 130
490 grams Nestle Tea in soft pack PKR 265
1000 grams Nestle Tea in jar PKR 530
So its price we can say that varies according to cost and even in high quality which they are
claiming their price is slightly higher as compared to other tea brands.

4. xCHANNELS OF DISTRIBUTION
Manufacturer ------ Distributor--------- Retailer -------- Consumer
The channel of distributions according to this brand Nestle Tea is simply as shown by the
diagram as manufacturer to distributors who vary according to geographical dispersion and
then to retailer to final consumer. Nestle has a great channel of distribution not only to this
brand but also all other brands that vary geographically according to consumer needs.
Nestle has 5 main warehouses in Pakistan which are located in the following cities.
North Zone
Islamabad and north outstations
Peshawar
Jhelum
Central Zone
Lahore
Faisalabad
Gujranwala
Multan
Sahiwal


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South Zone
Karachi
Hyderabad
Quetta
Sukker
Nestle will play on strong distribution strategy as they already have it with other products.
4.3 PROMOTION
To make the brand visible to the consumer as much as it could be.
Our promotion strategy will be different from others as we will utilize 3D images of our
brand displayed on busy flyovers. The 3D image will be a cup of tea with the name of Nestle
Tea and it will be displayed in the middle of flyover and the people will pass through it. From
far it will look like that the cup of tea has been put in the middle of the bridge but in reality it
will be a 3D image.
Nestle Tea is using both BTL and ATL for the purpose of promotion.
Through BTL Nestle is focusing on display racks, digital sign boards etc. mainly
placed to different retailers for heavy promotion against their competitors.
Through ATL Nestle Teais focusing on broadcast and print media promotion by
placing ads on T.V and placing newspapers ads as well.
4.4 Web Plan:
4.4.1 Website Goals:
As more and more marketers become familiar with the Webs direct response capabilities, its
important to remember that since the dawn of advertising, branding has also been a key driver
of results. Nestl has its own website which is giving the information about the different
brand of the company. It also has online communities to spread the word.
4.4.2 Website Marketing Strategy:
Online Reach and Contextual Website ad placements will impact the target audience
differently, and at various stages of the purchase funnel.

Reach Websites will expose the ads to an audience less familiar with Nestle Tea and
consequently generate more Awareness for Nestle and the Nestle Tea line among this
group.

Contextual Websites will enhance consumers ability to correctly associate the Brand
Message with Nestle Tea.
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4.4.3 Development Requirements:
The tea business is competitive and its hard to separate your tea from hundreds of similar
brands. Several tea companies have taken advantage of social media and content marketing to
sell a product thats not really suited for online transactions. You cant smell or taste the tea
through your screen, so how do you know you want to buy it?

Its not enough just to sell tea because so many other companies are doing the same. Fancy
names and great packaging can only do so much. The companies that are winning are the
ones who realize that there is a whole community of tea aficionados who devour information
about tea, and want to engage with others like them. This approach is not specific to the tea
business. You can sell any product, service, or idea as long as you can attract that audience of
committed fans and deliver great content to them. Heres how.
Tell a Personal Story
The About section of the site for Verdant Tea is not a dry, corporate description,
but a detailed account of how they started and how they source their teas. It tells the
story of how one persons interest in tea turned into a business. Adagio Teas created
their Roots Campaign to put the spotlight on the farmers that they work with. Its
fascinating to get the perspective of farmers who have been picking and brewing tea
their whole lives. Reading about their work makes you immediately want to buy the
tea.Nestle is a big brand and will be doing much better than its local and foreign
competitors both in the tea market.
Involve Your Customers:
Nestle Tea will be having thousands of reviews on their site, the good and bad. You
can earn tea points by writing a review and posting it on Facebook. Then, you can
use the points toward your next purchase. Nestle Tea will allow you to create your
own tea blends and make the label. Nestle Tea shall in future create a series of blends
based on the zodiac and turn them into one of their own products. There will be a
page showing the whole collection. The advantage of involving your customers is that
they do the work of promoting your brand to a degree you could never do by
yourself.
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Create Useful and Diverse Content:
Nestle Tea will have some of the best articles, videos, and podcasts on tea. Its
obvious that a lot of time, experience, and effort will be gone into creating all this
content, but it will be heaven for tea lovers. The Nestle Tea TV series of videos will
show how to brew different kinds of tea and use traditional utensils. The Tea
Discovery section will have podcasts and detailed articles about the stories behind the
tea making process. They focus on the history and folklore of tea ritual and have a
mix of basic and more specialized information. This kind of commitment to high-
quality content will set Nestle Tea apart as a trustworthy authority on everything
related to tea.

4.5 Service:
For Every product there is customer service department. This is head office based department
i.e. every head office has its own department.
In this department, customers complaints are collected which are gathered through the sales
force or directly submitted by the customers. Then batch number is assigned to these
complaints and is transferred to the Marketing Department. If Marketing Department cant be
able to solve the problem then these complaints moved to the Quality Assurance Department,
which is working in the Factory.
Nestl believe in maintaining regular contact with their consumers. This applies both to how
it presents its products and to how it addresses its consumers' questions and concerns. When
Henri Nestl prepared his first boxes of infant formula for sale, he put his address on the
packages so people would know where to go if they had questions. Today, Nestls
Consumer Relationship Panel with the words "Talk to Nestl" expresses the same
commitment.
This is why Nestl have a worldwide Nestl Consumer Services network devoted to caring
for consumers. The employees have expertise in a wide range of areas such as nutrition, food
science, food safety and culinary expertise. They provide the prompt, efficient and high
quality service that consumers expect from Nestl. In addition, employees are taught to talk
with consumers and above all, to listen. Listening helps to understand what people want.
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Nestl uses the insights gained from relationships with consumers to drive product
development.
Nestl cares for its consumers because its success depends on meeting their needs and
expectations. Through listening and understanding, it can make products that they will want
to use all through their lives.
4.6 Sales Plan:
4.6.1 Sales Strategy:
Sales department is a primary source of getting the information about the market. Sales
Strategy makers actually visit the market and find out that who are the competitors, and what
strategies they are adopting. They also collect the complaints of the customers and make sure
the availability of the product in the markets.
In Sales strategy, Nestle has adopted the strategy of non-price competition. It will be offering
one price for Nestle Tea to all cities of Pakistan. It also keeps and will keep the check on
distributors to maintain single price of Nestle Tea. It offers trade discounts to its distributors.
4.6.2 Sales Process:
Sales Process is the very important and crucial element of marketing strategy as through it the
company establishes its image in the minds of the customers apart from just the revenues.
Nestle Tea will be promoted by using different ways of promotion. Advertisement of Nestle
Tea will be done through TV, radio, billboards, newspapers and magazines. Initially
advertising slogans will be Wakai! Tabdeeliaagaihai and J I YO! Kay yahi hay Zindagi.
Nestl also conducts the tradeshows, concerts, events, sponsorships, and discounts for sales
promotion. For establishing public relations, Nestl distributes its newsletters, annual reports,
calendars and diaries, lobbying, donation for charitable and civic events. For the victims of
8
th
October 2005 earthquake, Nestl has donated 90 trucks, which were containing different
foods items, and NestlePureLife was one of them which is around Rs. 2 Billion. The Nestle
organized its teams to distribute products to the affected areas and all employees contributed
from top to bottom (MD himself was involved personally to distribute products physically).
Through its effective marketing and a vast sales and distribution network throughout the
country, it ensures that its products are made available to consumers whenever, wherever and
however.
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5 Financials:
Raw Material 3,000,000
Plant and Machinery 2,000,000
Total Packaging cost 700,000
Selling and distribution 2,500,000
Salaries expense 1,300,000
Utility expense 500,000
Total Operating Expense 10,000,000




Marketing BUDGET (all values in Rupees)

BTL Campaign ( free sampling) 1,000,000
Bill boards 500,000
digital bill boards 1,500,000
3d images 1,500,000
Commercial expense 2,500,000
Newspapers ads 500,000
On air expense 2,500,000
Total Marketing Budget 10,000,000









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PRO FORMA INCOME STATEMENT (all values in Rupees)


August September October November December
Sales 7,000,000 12,000,000 5,250,000 9,100,000 32,000,000
less: COGS 3,500,000 4,200,000 5,250,000 9,100,000 10,500,000
Gross profit 3,500,000 7,800,000 9,750,000 16,900,000 21,500,000
Operating Expense
utilities expense 83,000 83,000 83,000 83,000 83,000
Advertising 1,000,000 1,000,000 1,500,000 1,000,000 500,000
selling expense 216,500 216,500 216,500 216,500 216,500
Total Expense 1,299,500 1,299,500 1,799,500 1,299,500 799,500
Net income/loss 2,200,500 6,500,500 7,950,500 15,600,500 20,700,500


Contribution margin (For month of December)*:

CM= Sales variable expenses

CM= 32000000 (Raw material expense + utilities expense)

CM= 32000000- (3,000,000 + 500,000)

CM=32000000- 3500000

CM= 28500000

CM ratio= contribution margin + sales

CM ratio= 28500000 / 32000000

CM ratio= 89 %



Break even (In sales Rs.) = Total annual fixed costs
-----------------------------------
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Contribution margin/ Total sales


Break even = 4,000,000
---------------
28500000/32000000


Break even (In sales Rs.)=4494382 Rs.


6 Controls:
First of all as we know that Lipton yellow label and Tapal come in our direct competitions we
need to be very careful about the Distribution of the product. The tea bags and other packs
needs to be available at all the retailing stores like Naheed, Mottas, Imtiaz, Hyperstar and at
other areas retailing stores too. Our Research and development department needs to be very
good at their performance because this is another factor which is in your control that what
kind of tea people usually prefer and what is the taste of that particular tea because there are
many users of Lipton and Tapal. As Nestle- Tea will be a new product so they need to
make its positioning accordingly.
Where ever Nestle Juices, Nestle water and Nestle milk will be distributed, it is obvious that
Nestle Tea should be available there too. So that SEC A and B class can easily avail this
product.
There is another factor which we can control that our marketing needs to be very strong as
Lipton is our competitor and we can have Mahira Khans endorsement in our advertisement
because she has done so many ads with nestle as well as we have a claim that Nestle Tea is a
healthy tea so that customers can relate it.
6.1Implementation:

As we have mentioned in our proposal that we are going to do ATL as well as BTL activities.
So in order to market our product initially we will do BTL activation at Dolmen City Mall-
Hyperstar. There we will be doing free sampling of tea so that people should try Nestle Tea.
People will definitely try Nestle Tea because Nestle has a very much positive Brand Image
and in this way we can increase the trials of product which is very necessary because our
consumers are very habitual of Tapal and Lipton so in order to make them try Nestle Tea we
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need had to do something like that. We will be placing our stall at park towers as well as in
Hyperstar. Our brand ambassadors will be there to guide customers and to entertain their
questions, they will be telling them about our promotional strategies too.
6.3 Market Research:
For this project we have done research as well which is known as quantitative research
method in which we have made questionnaires for 100 sample size and we got these
questionnaire filled from different students and housewives as well.
We have asked questions like:
What is the first thing that comes in your mind when you hear about Nestle?
a)Nestle Water 40%
b)Medicares 30%
c)Juices 10%
d)Raita/ Yougurt 20%
How regularly you buy Nestle products?
a)Daily 10%
b)Weekly 64%
c)Monthly 22%
d)Never 4%

What comes in your mind when you see Nestle products?
20 mark Satisfaction
24 mark Cheaper
16 mark It will good
30 mark Need
4 mark Want to buy
4 mark Healthy
2 mark Zero side effects

How would you feel if Nestle launches Nestle Tea?
a)Great 70%
b)Good 8%
c)Satisfactory 16%
d)Bad 6%

How much tea do you consume per day?
a) 1 to 2 cups a day 76%
b)3 cups a day 10%
c)4 cups a day 0%
d)not at all 14%

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If Nestle launches Nestle Tea, will you buy it?
a)yes 84%
b)Maybe 0%
c)No 16%

If Yes, why?
a)Nestle is reliable 72%
b)For the sake of trying it 6%
c)You like nestle products 22%
d)Other (Please specify) 0%

What is the maximum price will you pay for Nestle Tea (490gms)?
a)265 60%
b)270 30%
c)280 0%
d)300 0%
e)No Idea 30%

6.4 Contingency plan:
We have planned our contingency plan in a way that if any of our marketing strategy fails
then what we will do. We have very strong positioning of this Nestle brand and we will be
focusing on Promotional activities too. Like for example in market nestle "Everyday" packs
are easily available. what we can do is we will give a pack of "Nestle Tea Bag" in which we
will be giving 4-5 teabags for free just for promotion so that people will buy it. Nestle
everyday is one of the most well known brand and if customers will get Nestle tea with
Nestle EveryDay then they will definitely buy it. Other than that we've planned that Our ATL
marketing would be very strong so that woen should know that there is a new product in the
town.

6.5 CRM Plans:
We have made our promotions strategies in a way that we can easily capture our target
market and we can easily build relationship with customers. Although Tapal and Lipton
comes in our direct competitors but still Positioning of Nestle brand is very strong and thats
the reason people will buy this product. The target market for our brand nestle tea is the SEC
A class and SEC B class and there are frequent users of Nestle Milk so its very easy for us to
make a strong connection between customers.
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7 Appendixes:

QUESTIONNAIRE
Thank you for taking the time to complete this survey. Your feedback is important to us in
order to determine consumers interest in tea by Nestle.
This survey should only take about 3 to 4 minutes of your time. Your answers will be
completely anonymous.
1. What is the first thing that comes in your mind when you hear about Nestle?
a. Nestle Water
b. Nestle Juices
c. Medicares
d. Nestle Raita/Yogurts
e. Other(please specify) ___________
2. How regularly you buy Nestle products?
a. Daily
b. Weekly
c. Monthly
d. Never
3. What comes in your mind when you see Nestle products?
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
_____________________________________________________________________
4. How would you feel if Nestle launches Nestle Tea?
a. Great
b. Good
c. Satisfactory
d. Bad
5. How much tea do you consume per day?
a. 1 to 2 cups a day
b. 3 cups a day
c. 4 cups a day
d. Not at all
6. If Nestle launches Nestle Tea, will you buy it?
a. Yes
b. May be
c. No
7. If Yes, why?
a. Nestle is reliable
b. For the sake of trying it
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c. You like Nestle products
d. Other (please specify) _____________________________

8. What is the maximum price will you pay for Nestle Tea (490gms)?
a. 265
b. 270
c. 280
d. 300
e. No idea
Thank you for your time.