WINTER RESEARCH PROJECT REPORT

ON
“MARKERTING RESEARCH FOR CUSTOMER
NEED AND SATISFACTION”
For
Nestle India Ltd.
Dr. A.P.J. Abdul Kalam Technical University, Lucknow
Towards partial fulfillment of Master of Business Administration

STEP -HBTI
(Session 2017-2019)

Submitted to: Submitted By:

Mrs. Reetu Singh Nida Parveen

(Assistant Professor) Roll no. 1718170030

1
 ACKNOWLEDGEMENT
With immense pleasure, I would like to present this project report of
NESTLE INDIA LTD.. It has been an enriching experience for me to
undergo my summer training at NESTLE , which would not have possible
without the goodwill and support of the people around. As a student of
Science and technology Entrepreneurs park’s Harcourt Butler Technical
university, Kanpur.

I would like to express my sincere thanks to all those who helped me

during my practical training programme.

Words are insufficient to express my gratitude towards Mr. SHYAM DUBEY

the Senior- General Manager (Marketing) of NESTLE INDIALTD. I would
like to give my heartily thanks to Mrs. Reetu Singh Faculty guide, who
helped me at every step whenever needed, for having spared his valuable
time with me and for all the guidance given in executing the project as
per requirements.

At last but not least my grateful thanks are also extended to all my
faculty members for the proper guidance and assistance extended by them.
I am also grateful to my parents, friends to encourage & giving me moral
support.

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 DECLARATION

I hereby declare that summer training report on “ MARKETING RESEARCH FOR

CUSTOMER NEED AND SATISFACTION”Nestle India Ltd.,Kanpur (U.P.) is a
factual report of my own project work undertaken towards partial fulfillment of the degree
of management.

The facts and figures presented here is correct and true to best of knowledge & belief

Ihereby declarethattheprojecttitled“MARKETING RESEARCH FOR CUSTOMER NEED

AND SATISFACTION’”isanoriginalpieceof
researchworkcarriedoutbymeundertheguidanceandsupervisionofMr. SHYAM DUBEY.
Theinformation has been collected fromgenuine&authenticsources. Thework has been
submittedinpartial fulfillment of Master of Business AdministrationofAKTU, Lucknow

NIDA PARVEEN

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CONTENT
1. Introduction 5
2. Objective of Study 8
3. Research Methodology 9
4. Limitations of Study 10
5. Industry Profile 11
6. Analysis of Data 17
7. Findings 40
8. Conclusion 75
9. Recommendation 78
10. Bibliography 83

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 INTRODUCTION

Food is core element in our daily lives. Not only does it enable us to survive, but appropriate
amounts and quality also help to ensure a better standard of living by contributing to our health
and wellness. Consumer needs and expectations associated with a particular food product are not
fixed, but change with time and according to geographic region, culture and the various stages of
life. Ever since its foundation in 1866, Nestlé’s goal has been to keep in step with this constant
process of change. It reacts to new consumer requirements with innovative and continually
renovated products, and implements new scientific findings in tasty foods.

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 emphasized
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 advice 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 centers that would not only ensure prompt collection and pay fair
prices, but also instill 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.

5
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, 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 Dahi and NESTLÉ
Jeera Raita.
Nestlé India is a responsible organization and facilitates initiatives that help to improve the
quality of life in the communities where it operates.

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Mission Statement
Nestlé's business mission is to manufacture and market the Company's products in such a way as
to create value that can be sustained over the long term for shareholders, employees, consumers,
and business partners.
Motto of Nestlé is “Good Food, Good Life”.

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OBJECTIVESOF STUDY

 To study the brand reach of nestle product.

 To study the customer behavior towards nestle brand.

 To study the awareness of nestle products amongst customers.

 To study about the advertisement reach of nestle.

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 RESEARCH METHODOLOGY
INTRODUCTION:

Research refers to search of knowledge. The pattern in which a result is carried out to arrive to a
conclusion or a final new relationship within in a particular framework is called research
methodology.

RESEARCH DESIGN:

Research design is the framework or plan for a study that guides the collection and analysis of
the data. It is a map or blue print according to which research is to be conducted. The research
design is given below:

1) NATURE OF RESEARCH:

The research design followed for this study is descriptive research for analyzing the collected
data, and in-depth research analysis was framed and various statistical tools and techniques were
also used for the purpose.

2) DESCRIPTIVE RESEARCH:

Descriptive research includes survey and facts, findings enquire of different kinds. The major
purpose of descriptive research is description of the state of affairs as it exists at present. The
methods of research utilized in descriptive research are survey method of all kinds, including
comparative and correlation methods.

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LIMITATIONS OF STUDY
 The survey was limited to Kanpur city due to time limitations.

 The study was conducted under of assumptions that the information given by the
respondents in authentic.

 The respondents were reluctant to answer due to their busy schedule.

 Many respondents were biased in their responses.

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INDUSTRY PROFILE
Nestle India Ltd, one the biggest players in FMCG segment, has a presence in
milk & nutrition, beverages, prepared dishes & cooking aids & chocolate &
confectionery segments. The company is engaged in the food business. The food
business incorporates product groups, such as milk products and nutrition,
beverages, prepared dishes and cooking aids, chocolates and confectionery.
Nestle India manufactures products under brand names, such as Nescafe, Maggi,
Milky bar, Milo, Kit Kat, Bar-One, Milkmaid and Nestea. The company has also
introduced products of daily consumption and use, such as Nestle Milk, Nestle
Slim Milk, Nestle Fresh 'n' Natural Dahi and Nestle Jeera Raita. The company's
brands include milk products and nutrition, prepared dishes and cooking aids,
beverages, and chocolates and confectionery. Their milk products and nutrition
includes Nestle Everyday Dairy Whitener, Nestle Everyday Ghee, Nestle Milk,
Nestle Slim Milk and Nestle Dahi. Beverages Include Nescafe Classic, Nescafe
Sunrise Premium, Nescafe Sunrise Special and Nescafe Cappuccino. Nestle India
is a subsidiary of Nestle S.A. The company has presence across India with 7
manufacturing facilities and four branch offices spread across the region. The
four branch offices in the country help facilitate the sales and marketing of its
products. They are in Delhi, Mumbai, Chennai and Kolkata. The company's head
office is located in Gurgaon, Haryana. Nestle India Ltd was incorporated in the
year 1956. The company set up their first production facility in the year 1961 at
Moga in Punjab. In the year 1967, they set up their second plant at Choladi in
Tamil Nadu as a pilot plant to process the tea grown in the area into soluble tea.
In the year 1989, they set up a factory at Nanjangud in Karnataka. In the year
1990, the company entered into the chocolate business by introducing Nestle

11
Premium Chocolate. In the year 1991, they entered in joint venture floated by the
parent in collaboration with BM Khaitan group to set up facilities to
manufacturing a range of Soya based products. In the year 1993, they set up a
factory at Samalkha in Haryana. In the year 1995, the company launched the
company's worldwide legendary brand chocolate, Kitkat. The company
commissioned two factories in Goa at Ponda and Bicholim in the year 1995 and
1997 respectively. In the year 1999, the company launched the product, Nestle
Growing Up Milk nationally. In April 2000, they forayed into the Ultra Heat
Treated (UHT) liquid milk market. In the year 2001, the company launched
Nestle Pure Life bottled water. Within few months, they again launched their
second water brand-San Pellegrino - in the Indian market. The company also
made their foray into the iced tea segment. In the year 2004, a project has been
initiated to upgrade the production technology for infant nutrition products at the
Samalkha factory. Nestle India Ltd recognized for its outstanding performance in
Exports by the Coffee Board of India in the Export Awards 2004-05 as the Best
Exporter of Instant Coffee, Best Exporter to Russia & CIS Countries (coffee) and
Best Exporter for Far East Countries (coffee). The company bestowed the
UDYOG RATNA award by the PHD Chamber of Commerce and Industry to
recognizeNestlé’s significant contribution to the economic development of
Punjab for the year 2005. The company set up a new department -the Channel &
Category Sales Development (CCSD) to develop new solutions for the various
channels and customers and improve the implementation of commercial plans in
the market. In the year 2006, the company set up their seventh factory at
Pantnagar in Uttarakhand. In the year 2007, CNBC Asia presented the company
with the India Innovator of the year award. The company's four factories were
awarded the internationally recognized external certification ISO 14001 for

12
adherence to environmental processes and OSHAS 18001 for Health and Safety.
In the year 2008, the company launched Nestle Nesvita Pro-Heart Milk with
Omega-3 in Mumbai. Nestle Nesvita Pro-Heart is part of daily diet and has
Omega-3 heart friendly nutrients scientifically known to help manage cholesterol.
As part of their ongoing commitment to offering best in class nutrition products
to Indian consumers, the company launched NESTLE NAN 3, a follow-up
formula for older infants. During the year, MAGGI PICHKOO Tomato Ketchup
was launched in a unique easy to handle day pack to drive affordability, taste and
convenience for a larger number of consumers. The company also launched
another pioneering product, MAGGI Bhuna Masala, to cook tasty and healthy
everyday meals, more conveniently. The company also launched Nestle Kitkat
Mini and Nestle Bar One Mini, at Rs 3 price to expand the repertoire of offerings.
Similarly, they launched Nestle Kitkat Chunky at Rs15 to strengthen the range of
wellness oriented Nestle products that consumers can choose from. The
company's three more factories were awarded the internationally recognized
external certification ISO 14001 for adherence to environmental processes and
OSHAS 18001 for Health and Safety. With this, all the seven factories of the
company now have ISO 14001 and ISO 18001 certifications. In the year 2009,
the company provided inputs to the group R&D for development of an innovative
product Maggi Bhuna Masala. They launched Maggi Nutri-LiciousPasta. During
the year, Maggi further leveraged their strengths to drive affordable nutrition and
launched two new products, namely, Maggi Rasile Chow and Maggi Masala-ae-
Magic. They launched Nestle Kitkat in a new unique single finger format and
Nestle Much Guru pack at the higher price point. The company acquired the
Healthcare Nutrition business of Specialty Foods India Pvt Ltd with effect from
January 1, 2010. In the year 2010, the company expanded the installed capacity

13
of Milk Products and Nutrition by 3,983 MT to 147,546 MT. Also, they
increased the installed capacity of Prepared Dishes & Cooking aids by 14,028
MT to 205,017 MT. In the year 2011, the company increased the installed
capacity of Milk Products & Nutrition by 14,561 MT to 162,107 MT, Prepared
dishes & Cooking aids by 21,430 MT to 226,447 MT and Chocolate &
Confectionery by 3,283 MT to 36,052 MT.

Organizational Structure

Organizational structure is the formal framework by which jobs tasks

are divided, grouped, and coordinated. Nestlé is a function-
based organization. The tasks are divided into separate jobs and then
these jobs are grouped together under different departments i.e.
fuctional departmentalization is found in organization. Each major area
is kept under the manager who is specialist in that concerned field and
is responsible for all activities, which that department performs.

14
Organizational structure of Nestlé is
hierarchical.

There is a chain of command that extends from upper organization levels to the

15
lowest levels and clarifies who reports to whom. The orders move from upward
to downward and suggestions move downward to upward direction. The
continuous improvement section is made for this purpose. It encourages
employees to give their suggestions and share the new ideas. The jobs are
formalized; there are explicit job descriptions, numerous organizational rules, and
clearly defined procedures covering work procedures. But in spite of formal rules
and regulations, Nestlé keeps on changing to keep a pace with the changing
environment. So, it is strict but not rigid organization. In effort to be more
flexible and responsive, there has been distinct trend in this organization toward
decentralizing decision-making.

Product Lines
Quality and nutritional value are the essential ingredients in all brands of Nestlé.
Millions of people prefer Nestlé products every day, happy with the addition to
their wellness that they bring. Nestlé is giving its products in 10 different
categories of food with 75 brands. These food categories with product lines are:

Baby food (Cerelac), Beverages (Necscafe liquid, MILO, Buddy, Orange juice,
Nestea), Breakfast cereals, Chocolate and confectionery (KitKat), Dairy Products
(Milkpak, NIDO, EveryDay,), Prepared food (Maggi noodles), Bottled Water
(Nestlé Pure Life)

16
ANALYSIS OF DATA

17
TABLE NO.1

Particulars respondents percentage

Government employee 9 7%

Private employee 58 43%

Self employee 18 13%

Students 40 30%

Others 10 7%

total 135 100

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Table showing the occupation proportion of the respondents.

Chart no. 1

Sales
Govt. employee Pvt. Employee self employee students others

7% 7%

30%

43%

13%

Inference:
It is inferred that 43% people who responded for the
questionnaire is private employee.

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TABLE NO. 2

Particulars Respondents percentages

Male 77 57%

Female 58 43%

Total 135 100

Table showing gender proportion of the respondents.

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CHART NO .2

Proportion of respondents
male female

43%

57%

INFERENCE:

The chart denotes 57% of respondents who answered the

questionnaire are male.

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TABLE NO. 3
PARTICULAR RESPONDENTS PERCENTAGE
Rs.10000-20000 21 21%
Rs.20000-30000 58 56%
Rs.30000 above 25 24%
Total 104 100

Table showing the income level of the respondents.

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CHART NO.3

no.of repondents
60%

50%

40%

30%
no.of repondents

20%

10%

0%
10000-20000 20000-30000 30000-above

Inference:

It shows 56% of respondents income level falls between Rs.21000-

31000

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TABLE NO. 4
PARTICULARS RESPONDENTS PERCENTAGE

YES 122 90%

NO 13 10%

TOTAL 135 100

Table showing the number of respondents who are aware of

NESTLE

24
CHART NO.4

No. of respondents
yes no

10%

90%

INFERENCE:
It shows that 90% of the respondents are aware of NESTLE.

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TABLE NO.5
PARTICULARS RESPONDENTS PERCENTAGE
Yes 93 69%
No 42 31%
Total 135 100

Table showing the awareness of NESTLE products.

26
Chart no. 5

no.of respondents
yes no

31%

69%

INFERENCE:

It shows that NESTLE product is aware for 69% of people.

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TABLE NO.6
PARTICULARS RESPONDENTS PERCENTAGE
Price 6 9%
Quality 60 43%
Packaging 9 6%
Fragrance 23 16%
Brand image 37 26%
Total 135 100

Table showing consumer’s buying aspect of NESTLE products.

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Chart no.6

Customer preference
45%
40%
35%
30%
25%
20%
Customer preference
15%
10%
5%
0%

INFERENCE:

It is observed the customers prefer purchasing Nestle for its

quality.

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TABLE NO.7

Particulars Respondents Percentage

Strongly agree 12 9%
Agree 45 34%
Neutral 62 46%
Disagree 10 7%
Strongly disagree 6 4%
Total 135 100

Table showing customer’s 1st preferences towards NESTLE.

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Chart no.7

Customer's 1st preference

50%
45%
40%
35%
30%
25%
Customer's 1st preference
20%
15%
10%
5%
0%
strongly agree neutral disagree strongly
agree disagree

INFERENCE:

It is inferred that only 12% of respondents agree NESTLE is

there 1st preference.

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TABLE NO.8

Particulars Respondents percentage

Advertisements 81 60%

Friends 24 18%

Internet 14 10%

Word of mouth 7 5%
influence

Magazine 10 7%

Total 135 100

Table shows how respondents came to know about NESTLE.

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Chart no.8

Customer influenced by ads

70%

60%

50%

40%

30%
Customer influenced by ads
20%

10%

0%
ads friends internet word of magazine
mouth
inflence

Inference:

It is found that NESTLE is influenced 60% of its customer

through advertisements.

33
TABLE NO.9

Particulars Respondents Percentage

Yes 110 81%

No 25 19%

Total 135 100

Table showing whether NESTLE is costly.

34
Chart no.9

costly
yes no

19%

81%

INFERENCE:
It denotes that 81% of respondents feel that NESTLE is costly.

35
TABLE NO.10

Particulars Respondents Percentage

Excellent 25 19%
Good 73 54%
Fair 35 26%
Bad 2 1%
Worst 0 0%
Total 135 100

Table showing customer’s opion towards NESTLE

advertisements.

36
Chart no.10

advertisement
excellent good fair bad worst
1%
0%
19%
26%

54%

INFERENCE:
It is inferred that 73% of respondents feel the advertisements is good.

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TABLE NO.11
Particulars Respondents Percentage
Very often 7 5%
Regular 29 21%
Sometimes 56 42%
Occasionally 26 19%
Never buy 17 13%
Total 135 100

Table shows customer’s purchasing pattern of NESTLE.

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Chart no.11

Purchases
45%

40%

35%

30%

25%

20% Purchases

15%

10%

5%

0%
very often regular sometimes occasionally never buy

INFERENCE:
The chart denotes 43% of the respondents purchase NESTLE only
sometimes.

39
FINDINGS
 It is inferred that 43% people who responded for the questionnaire
is private employee.

 The chart denotes 57% of respondents who answered the

questionnaire are male.

 It is inferred that 56%of respondent’s income level falls between

Rs. 21,000 – Rs. 30,000.

 It shows that 90% of respondents are aware of NESTLE.

 It is shown that NESTLE product is aware for 69% of people.

 It is observed that customers prefer purchasing NESTLE for its

quality.

 It is inferred that only 12% of respondents strongly agree NESTLE

is there first preference.

40
 It is found that NESTLE influenced 60% of its customers through
advertisements.

 It is denoted that 81% of respondents feel NESTLE is costly.

 It is inferred that 73% of respondents purchase NESTLE only

sometimes.

 The chart denotes 43% of the respondents purchase NESTLE only

sometimes.

 It is observed that only 54% of respondents are aware of the

ambassador, 16%with wrong answer and other 30% is nil.

 It is inferred that 54% of respondents are aware of men’s products.

 It is observed that the satisfactory level of 47% majority

respondents is neutral.

 The chart denotes 52% of respondents feel the price of NESTLE is

high.

 It is found that only 19% of respondent’s budget is above 500.

41
Q. Which Product I have selected?
I have selected Nestlé Pure Life (NPL) to study its marketing strategy, which is
adopted by Nestlé Pakistan Limited.

Water is essential for life. It represents about 60% of an adult's body weight. While
at first sight, there would seem to be enough water on our blue planet, in fact,
barely 1% of the world's water is available for human and environmental needs. As
the world’s leading food and Beverage Company, and the world leader in bottled
waters, Nestlé has a responsibility towards the sustainable use of water resources.
This responsibility is embedded in Corporate Business Principles and in strategy
for sustainability.

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Nestlé began its entry into the water business in 1969. In 1998, for the first time in
its history, Nestlé associated its name with bottled water: Nestlé Pure Life. The
brand was launched in Pakistan and soon appeared in Brazil, followed by
Argentina, Thailand, the Philippines, China, and Mexico in 2000. In 2001, India,
Jordan, and Lebanon followed, and in 2002, Egypt, Uzbekistan and the United
States.

NPL bottled water is available in markets in several different sizes i.e. SKUs
(Stock Keeping Units). These SKUs are of 5 gallon (18.9 liters), 3 gallon for direct
home and office delivery and .2 liter, .5 liter, and 1.5 liter bottles.

In Pakistan, Nestlé water is strengthening Nestlé Pure Life’s base of operations to

meet the need of county’s emerging need for clean, good-tasting water
inconvenient sizes and packages to satisfy a family’s requirements. NPL is today
number one water brand in Pakistan. Annual bottled water consumption per person
varies widely throughout Asia, from 2 liters in Pakistan to 73 liters in Thailand,
giving Asia strong growth potential for years to come.

Nestlé with headquarters in Vevey, Switzerland was founded in 1866 by Henri

Nestlé and is today the world's biggest food and beverage company. Sales at the
end of 2005were CHF 91 bn, with a net profit of CHF 8 bn. Nestle employs around
250,000 people. and have factories or operations in almost every country in the
world.

43
Market
Market consists of people or organizations with needs to satisfy, money
to spend, and willingness to spend it.

Markets are made up of current and prospective customers, defined as any person
or group with whom a marketer has an existing or potential relationship.

44
Analysis of Market
Analyzing the market means getting the information about the current market
trends. The needs and wants of the customers are identified; the availability of the
products is monitored as well as information about the competitors is gathered
through this analysis. The image of the product in the minds of the customers is
also judged and then on the basis

There are different ways, which are adopted by Nestlé to get the information of the
market.

Sales Department
Sales department is a primary source of getting the information about the market.
They 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.

Customer Service Department

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, customer’s 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

45
Marketing Department can’t be able to solve the problem then these complaints
moved to the Quality Assurance Department, which is working in the Factory.

Nestlé 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 Nestlé 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, Nestlé’s Consumer Relationship Panel with the
words "Talk to Nestlé" expresses the same commitment.

This is why Nestlé have a worldwide Nestlé 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 Nestlé.
In addition, employees are taught to talk with consumers and above all, to listen.
Listening helps to understand what people want. Nestlé uses the insights gained
from relationships with consumers to drive product development.

Nestlé 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.

46
Research and Development Department
In Nestlé, R&D departments are localized. Its head office is in Switzerland. Nestlé
has divided the whole world into 3 zones each has its own R&D.

1. America

2. Europe

3. A.O.A. (Asia Oceania Africa)

The R&D in America Zone is in America itself, in Europe Zone, it is in France and
in A.O.A. Zone it is in Australia.

The customer complaints are forward to the R&D where research is conducted.
The results of the research and decisions are then transferred form R&D to
localized offices.

Suppliers and distributors

To know about the market Nestlé Pakistan limited has established the close
relationship with their suppliers who provide the raw material and the distributes
who distribute the product in the market. As these both have an up-to-date
knowledge about the market as they have a close interaction with the customers
and also with the competitors.

47
STP (Segment, Target and Position)

Market Segmentation
Market segment consists of a large identifiable group within a market with similar
wants, purchasing power, geographical location, buying attitudes, or buying habits.

In a total market, there is always some diversity among the buyers. Within same
general market there are group of customers, market segments, with different
wants, buying preferences, product use behavior. In some markets these
differences are relatively minor, and a single marketing mix can satisfy benefits
sought by the consumer.

The market segment is based on need based and it’s targeted for every one who
cares for his/her life and wants to maintain good health.

Target Market
After the company has segmented a market, management must next select one or
more segments as its target markets. The company can select any one of the tree
strategies i.e. Market Aggregation, single segment concentration, or multiple
segment targeting. The target market consists of upper lower class to upper upper
class due to their purchasing power and company is following multiple targeting
strategy which includes mainly two focus groups i.e. home & office consumption
especially for bulk water.

48
Positioning
After identifying the segments and then selecting one ormore to target, the
marketers must next decide what position to pursue.

“A position is the way a firm’s product, brand, or organization is viewed relative to

the competition by current and prospective customers.” When positioning a
product the marketer wants to convey benefits most desired by the target market.

Q.How Nestlé is positioning NPL?

Nestlé is a food company and its logo is “Good Food, Good Life”. The basic
concept, which it is giving to its customers, is the quality food that if food would
be good then life would also become good i.e. a good health.

The name of mineral bottled water is Nestlé Pure Life. This name itself conveys
the message of the Purity to its customers. Nestlé is has ever been trying to
establish an image of purity and safety about its products. Through advertising
campaign same message is being tried to communicate to the target customers who
are health conscious and want to lead a healthy and happy life. The current slogan
of NPL is JIYO! Kay Yehi Hay Zindagi. The message, which is conveyed to the
customers, is that NPL is Hope, Happiness and Trust. The purpose of all these
slogans and messages is to establish the image of pure and quality water in the
minds of the customers on which they can trust and can get the happiness and
make their life hopeful.

49
Backed up by the best possible product quality and food safety standards, Nestlé
promotes consumer health and well being while at the same time adhering to
regional traditions with regard to taste and pleasure.

With the objective of ensuring optimal nutrition, Nestle takes into account the
consumer’s increasing expectations with regard to food, but it also makes a
contribution to good health and illness prevention that extends above and beyond
the traditional concerns of sustenance, pleasure and convenience.

In line with Nestlé’s global philosophy, Nestlé Pakistan is proud of its commitment
to excellence in product safety and quality and to providing value and services to
its consumers. Nestlé Pakistan operates in many ways but people, products and
brands are the main flag bearers of the Company’s image.

Nestlé motivates the people to drink NPL by telling their customers about the
importance of water, which is pure and safe (clean). Like;

Hydration, Support and Performance

Until the 1970s, athletes were advised not to drink liquids during sports activities.
We now know that this can impede performance and can sometimes even be
harmful to health. The Nestlé Water Institute has developed a computer program
designed specifically to maintain optimal levels of hydration during exercise and
strives to raise athletes’ awareness of the essential role of good hydration before
and after exertion to maintain certain water level in body.

50
You are what you drink!

Drink a glass of water20 minutes before your meals and you will not eat as much.
Or, when you feel tired, or have a craving for sweets, a glass of water will do the
trick. This is a simple, healthy and effective way to lose those extra pounds!

Drink to Health

Pure, safe water is essential to good health. Water helps maintain your energy,
vitality and prevents fatigue. Make sure your children drink plenty of pure, safe
water every day.

Best Thirst Quencher!

Make sure you drink plenty of water before, during and after physical activity.
Drink before you feel thirsty and drink cool water as it helps lower body
temperature. Always carry a bottle full of pure, safe water with you.

Cool Down!

Remember, only pure, safe water refreshes you best. Caffeinated and sweetened
drinks are not the answer to thirst. These beverages act as diuretics, causing the
body to lose water and contributes to dehydration.

51
Develop a Hydration Habit!

Soft drinks, sweetened or caffeinated beverages don’t count as your daily water
intake. Always keep a bottle full of pure, safe water with you as you go about your
daily activities. Drink water when you wake up, with every meal and bedtime.

Radiant and Clear!

Water is the ultimate beauty tool for radiant and clear complexion. It helps flush
away impurities that cause skin problems. Your skin needs water for elasticity.
Drink 6-8 glasses of water to prevent your skin for becoming dry and prone to
wrinkles.

The customer comes first

Nestlé wants to win and keep customers: distributors, supermarkets, hotels, and
shopkeepers and the final consumers. They have very different requirements.
Trade customers expect excellent service, correct information and timely delivery.
Consumers consider taste, appearance and price when they make their choice.
Nestlé task is to understand what customers want and respond to their expectations
rapidly and effectively. It serves various groups of consumers and there is demand
for NPL at different levels of perceived quality and price. All customers, however,
expect value for their money – good quality at a reasonable price.
Nestlé is offering quality to customers. It also means environmental quality. Nestlé
shares society’s concern for the environment and is committed to environmentally
sound business practices throughout the world. Customers are central focus of
Nestlé and it must always respect their needs and preferences.

52
Quality is a competitive advantage

This is competitive world and must never forget that customers have a choice. If
they are not satisfied with a Nestlé Pure Life, they will switch to another brand. Its
goal, therefore, is to provide superior value in every product category and market
sector in which they compete.

Quality is a joint effort

Operating companies are fully responsible for maintaining agreed quality

standards. Not only Production units, but also Marketing, Purchasing, Distribution
and Sales have a vital role to play in providing quality to customers. This implies a
thorough knowledge of the products and services we offer. Quality policy and
principles, the mandatory standards and the recommended tools for
implementation are laid down in the Nestlé Quality System, which is applicable
throughout the group. Further directions are given through instructions, norms and
guidelines, often specific to a product. Our business products, such as raw material
producers, packaging suppliers, contract manufacturers and distributors are
expected to share our concern for Quality. They too must set up an adequate
quality system, so as to meet requirements.
Every function and department in the company as well as Nestlé business partners
must share the quality efforts. Nestle people says,

At Nestlé, Quality is our first priority. Let us practice

it every day.

53
Major Competitors
Competition typically is defined as among forms within an industry producing
products that are substitutes for one another. Therefore, the identification and
evaluation of marketplace competitors is a key element of strategic marketing and
a vital element of the corporate survival.

Nestlé is the market leader in the water industry. It is the first company which
launched bottled water for first time in Pakistan and that’s why it has maximum
market share than others because of being pioneer in this industry. It is also leading
the other firms in new product introductions, distribution coverage, and
promotional intensity.

For different product categories there are different competitors of Nestlé. Nestle
pure life (NPL) major competitors at this time who are also offering their water
product in market are following:

 Pepsi is offering Aqua Fina

 Askari water

There are also other small competitors as well e.g. Classic, Nova etc which have
very low market segements.

According to market view, competition is defined as:

The competition between the firms, which are satisfying the same customer, needs.

54
So according to concept the competitors of NPL are all those companies, which are
satisfying the need of thrust of the customers. Beverages companies like unilever,
Tapaldanedar, Pepsi, Coca cola etc. also come in this kind of the competition.

Market Share

 NPL share is 78%.

 Pepsi Aqua Fina share is 15%
 Askari Water has share of 2.9%.
 Remaining 4.1 % is for all other competitors.

Marketing Strategy
For each target market, management must design a Marketing strategy, which
includes the designing of the marketing mix. The Marketing Mix is the
combination of multiple aspects of the following four elements: a product, how it

55
is distributed and promoted, and its price. These four elements are intended to
please the target market(s) and, equally important organization marketing
objectives.

The Company's strategy is guided by several fundamental principles. Nestlé's

existing products grow through innovation and renovation while maintaining a
balance in geographic activities and product lines. Long-term potential is never
sacrificed for short-term performance. The Company's priority is to bring the best
and most relevant products to people, wherever they are, whatever their needs,
throughout their lives.

Nestlé is committed to the following Business objectives in all countries, taking

into account local legislation, cultural and religious practices:

 Nestlé's business objective is to manufacture and market the Company's

products in such a way as to create value that can be sustained over the long term
for shareholders, employees, consumers, and business partners.
 Nestlé does not favor short-term profit at the expense of successful long-
term business development.
 Nestlé recognizes that its consumers have a sincere and legitimate interest in
the behavior, beliefs and actions of the Company behind brands in which they
place their trust, and that without its consumers the Company would not exist.
 Nestlé continues to maintain its commitment to follow and respect all
applicable local laws in each of its markets.

To achieve these objectives the product, price, place and promotion strategies for
Nestlé Pure Life are as following:

56
Product Strategy
Anything offered to a market for attention, acquisition, use, or consumption that
might satisfy a need or want.

Product is set of tangible and intangible attributes, including packaging, color,

price, manufacturing, prestige, retailing, services, etc. which the buyer may
accept as offering want is satisfied.
Nestlé is offering the products, which comes under the category of fast moving
consumer goods (FMCG).
Nestlé is committed to offering consumers high-quality food products that are
safe, tasty and affordable. The Nestlé Seal of Guarantee is a symbol of this
commitment.

To be successful in marketing, producers must need carefully planned strategies

for their products. Now the question is that how Nestlé has planned the product
strategies for NPL.

Positioning the Product In relation to the attribute

57
Nestlé is positioning its water as pure and safe water, which is essential to good
health. They say that Trust Nestlé Pure Life and also Nestlé pure life is Happiness,
Hope and Trust, this is the message which they are giving in their advertising
campaign.

Nestle also claims that NPL is Pakistan’s favorite water and currently their slogan
is JIYO! kay yehi hay zindagi. On basis of these, it is said that Nestlé is
positioning in relation to the attribute and quality of the product.

Its basic foundation is unchanged from the time of the origins of Company, and
reflects the basic ideas of fairness, honesty, and a general concern for people.

Product Line Expansion

Product line expansion is accomplished by increasing the depth (variety of sizes,

colors, models) within the product line.

Nestlé is offering variety of sizes in NPL product line, which are as follows:

Retail line:

1.5 liters

0.5 liters

0.2 liters (Recently launched)

Home and Office Line:

It is also comes under Nestlé Bulk category.

58
3 Gallon

5 Gallon

The year 2005 saw the successful completion of yet another year of outstanding
business for NESTLÉ PURE LIFE both in retail with 0.5 and 1.5liter bottles with
the introduction of a new product i.e. 0.2 liter bottle and direct home and office
delivery with 19 liter bottles. The exceptional performance of the brand is the
result of expanding national distribution and an increasingly loyal customer bases.
The brand has revolutionized the Pakistani market by tapping the real consumer
need for pure, safe and healthy water and has successfully dominated a key
strategic business in Pakistan.

Product Life Cycle

Product life cycle consists of the aggregate demand over an extended period of
time for all brands comprising a generic product category. Product life cycle is
divided in four stages.Introduction:

During introduction stage, sometimes called the pioneering stage, a product is

launched into the market in a full-scale marketing program.

Growth:

In the growth stage, or market-acceptance stage, sales and profits rise, frequently at
a rapid rate. Competitors enter the market, often in large numbers if the profit
outlook is particularly attractive.

Maturity:

59
During first part of the maturity stage, sales continue to increase, but at a
decreasing rate. When sales level off, profits of both producers and middlemen
decline. The prime reason is intense competition.

Decline:

In this stage sales volume decreases and losses become grater than the profits.
Small competitors normally quit from the market at this stage and only large and
strong remain moderately successful in decline stage.

NPL is at the growth stage of the product life cycle. Large and small both kinds of
competitors are entering in the market. Sales volume and market share is
increasing rapidly. Last year, the sales of water were 8000 tons and now this figure
is raised up to 14000 tons.

Branding
A brand is a name and/or mark intended to identify the product of one seller or
group of sellers and differentiate the product from competing products. Branding
reduces the price competition.

Nestlé is using following branding strategies:

The company name combined with a product name:

60
A Nestlé brand name on a product is a promise to the customer that it is safe to
consume, that it complies with all regulations and that it meets high standards of
quality.

Branding for Market Saturation:

NPL is categorized as NPL Home and Office (HOD) in bulk (in gallons) and NPL
for retailers i.e. easily carrying bottles of small sizes. These multiple brands are
necessary to penetrate separate target markets.

Packaging, Design, Color

Packaging consists of all the activities of designing and producing the container or
wrapper for a product. Packaging is intended to serve vital purposes:

Packaging connotes pleasure and attraction. By adding value to the product, the
shape of the bottle contributes to building brand identity. NPL round bottle and the
classic elegance of bottle are instantly recognizable. Constant research into
materials and styles generates innovative packaging in ever more attractive shapes,
textures and colors. Renovation in design, graphic identity and labels helps set new
standards and energize brands by anticipating trends in consumer tastes. By
adopting a new dynamic design, a renovated and modernized square bottle is

61
lunched by Nestlé. Packaging practicality is a key factor for
success.
Beyond the basic requirements – strength, water tightness, etc. – ease of daily use
is a subject of regular research. Innovation in this area can focus on transportation
convenience, making the pack more comfortable to carry the bottle.

Packaging is an essential protection. It guarantees product safety and quality from

manufacturing through warehousing and distribution up until the end consumer. It
is particularly crucial in preserving water’s original purity over time. Several of
Nestlé Waters’ research programs aim to optimize material performance, while a
battery of tests and ever more innovative capping techniques guarantee consumer
safety on a daily basis.

In addition to this primary role, packaging fulfils several complementary functions,

including product identification and enhancement, practicality, consumer
information, functionality to suit changing lifestyles, and so on. Given greater
diversity in packaging types and quality, along with the emergence of new
consumption patterns, packaging must also meet new ecological challenges. In this
context, Nestlé Waters continue its efforts to develop more environmentally
friendly bottles.

This responsible corporate policy relies on a dual approach: reducing both

packaging weight and energy requirements during the manufacturing process while
considerably increasing the quantity of material recycled.

Labeling

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A grade label is used in case of NPL. Grade label identifies the product’s judged
quality with a letter, number, or word. Nestlé is using different phrases words to
show the quality of the product. Like Trust, Happiness, Pure, Pakistan’s favorite
water, safe, healthy and Premium drinking water.

Quality

There’s no agreement on a definition of product quality, even though it is

universally recognized as significant. Quality is a relative term and it varies from
person to person due to the personal interests; what one likes, another may dislike.
But one thing is common that when an organization fulfills the expectations of the
customers through its products then the image that organization is established as a
quality-delivering organization. The same case is with NPL it is satisfying the
needs and expectations of the customers through its standardized products.

Everyday, millions of people all over the world show their confidence on Nestlé by
choosing Nestlé Pure Life. This confidence is based on quality image of Nestlé and
a reputation for high standards that has been built up over many years.

Nestlé commitment to product quality remains the corner stone of its business
philosophy. In Pakistan too the Company has all along been committed to
achieving the highest quality of its products. As a part of this effort, in 1993, the
Company embarked upon the “farm to table”quality concept – the guarantee
about the quality of Nestlé products up to the time of consumption by the
consumer. Nestlé expect this concept to result in its product becoming theproduct
of choice for its consumers.

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Quality is the cornerstone of NPL success:
Every product on the shelf, every service and every customer contact helps to shape this
image. A Nestlé brand name on a product is a promise to the customer that it is safe to
consume, that it complies Quality is the cornerstone of success.

Every product on the shelf, every service and every customer contact helps to
shape this image. A Nestlé brand name on a product is a promise to the customer
that it is safe to consume, that it complies with all regulations and that it meets high
standards of quality. Under no circumstances will we compromise on the safety of
a product and every effort must be made to avoid hazards to health. Likewise,
compliance with all relevant laws and regulations is a must and is not negotiable.
People, equipment and instruments are made available to ensure safety and
conformity of Nestlé NPL at all times.
Nestlé people says:

Quality is our most successful product. It is the key to our success,

today and tomorrow.

Natural or treated, all of Nestlé Waters’ bottled waters undergo the same strict
quality controls and adhere to different local and international regulations linked to
their specificities.
Based at the Product Technology Centre (PTC) in Vittel in France, the Central
Laboratory carries out over 200,000 chemical and microbiological analyses every
year. Linking two regional laboratories, the Central Laboratory is not only a
quality guarantee of the resource and the final product, but also a centre of
expertise for the hundred Nestlé Waters’ production sites.

Price

64
“Price is the amount of money and/or other items with utility needed to acquire a
product. and utility is an attribute with potential to satisfy the wants.”

A product price influences wages, rent, interests, and profits. Some prospective
customers are interested in low prices, where as another segment is more
concerned with other factors, such as service, quality, value, and brand image.
Consumer’s perception of quality may be influenced not just by price but also by
such factors as store reputation and advertising. Pricing objectives may be:

Profit- oriented:

To achieve a target return

To maximize profit

Sales-oriented

To stabilize prices

To maintain or increase market share

Status quo-oriented:

To stabilize the prices

To meet competition

In developing a marketing program, management has to decide whether to compete

primarily on the basis of price or the non-price elements of the marketing mix.

Nestlé has adopted following for setting the pricing of NPL:

65
Non-price Competition
Nestlé is trying to maintain stable prices of NPL and attempt to improve its market
positions by emphasizing other aspects of their marketing programs. Of course,
competitors’ prices still must be taken into considerations, and price changes will
occur over time. Nevertheless, the emphasis of Nestlé is on something other than
price. To maintain this non-price competition Nestlé is developing distinctive,
hopefully unique, products and to create a novel, appealing promotional program.
In addition, it emphasizes the variety and quality of the NPL, which they are
offering to customers.

Market Entry Strategies

The price of NPL is maintained constant over the period as the base for this is qualitative
product which over the time period has reaped more market by keeping price constant.

Discounts and Allowances

Discounts and allowances result in a deduction from the base (or list) price. The
deduction may be in the form of reduced price or some other concession, such as
free merchandise or advertising allowances. Discounts and allowances are
common in business dealings.

Nestlé (NPL) offers the Trade Discounts to it customers. Trade discounts

sometimes called functional discounts are deductions from the list price offered to
buyers in payments for marketing functions the buyer will perform. The examples
of these functions are: storing, promoting, and selling the product.

One-Price Strategy

66
NPL is using this special price strategy i.e. one-price strategy in which the
company charges the same price to all similar customers who buy identical
quantities of a product. But for different quantities the company is offering
different price. Even prices are set for the NPL products.

Resale Price Maintenance

Some manufacturers want to control the prices at which middlemen resell their
products; this is termed as resale price maintenance. Nestlé is also following this
strategy. It is doing so to protect the brand’s image. They say that their control of
prices provide middleman with ample profit margins.

Place

Inn marketing strategy, Place means distribution of the products. It is a very

important element of the marketing-mix. Ownership of a product has to be
transferred some how from the individual or organization that makes it to the
consumer who needs it and buy it. Goods also must be physically transported from
where they are produced to where they are needed. For this purpose, middlemen
are used. Middleman is a business firm that renders services related directly to the
sale and/or purchase of a product as it flows from producer to consumer. Due to
these middlemen, activities such as creating assortments and storing products can
be shifted from one party to another in an effort to improve efficiency. They are
also able to carry out distribution activities better or more cheaply than either
producers or consumers.

67
A distribution channel consists of the set of people and firms involved in the
transfer of title to a product as the product moves from producer to ultimate
consumer or business user.

Type of Distribution channel:

Diverse distribution channels exist today. The distribution channel used for
distribution of NPL by Nestlé is:

Producer Wholesaler Retailer Consumer

This is an economically feasible choice. Nestlé Pakistan Limited has a strong

network of distribution and has a separate supply chain department. This comes
under the term:

Market consideration
It is necessary to know about the current marketing trends and also about the
competitors.

Product consideration

It is necessary to give the good quality of NPL.

Middleman Consideration

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Water is necessity of life so in time availability of NPL to the customer is very
necessary.

Company consideration

Nestle also has to take care of its objectives while selecting the channel i.e. quality
service and at reasonable distribution cost to get maximum profit.

Intensity of Distribution

There are many degrees of intensity__ ranging from intensive to selective to

exclusive.

The Nestlé (NPL) uses Intensive Distribution. The company is trying to sell its
products

through every available outlet in a market, where a consumer might reasonably

look for it.

As water is a product of daily usage so its availability at right time and at right
place is very important. Ultimate consumers demand immediate satisfaction from
convenience goods and will not defer to purchase a particular brand. That’s why
Nestlé is using this intensive distribution. By using this timely distribution many
benefits the Nestlé (NPL) is receiving, such as:

Improve customer service, which directly affects the demand.

Effective physical distribution management opens many revenues for company.

69
The strong and effective distribution channels has added value to product by both
time utility and place utility.

The Nestlé brands are another strategic asset for Nestlé Waters. They originated in
the global need for a safe family drinking water with a pleasant taste, affordable
price and tailored to local preferences. This need gave rise to a new multi-site
production process for bottled water based on a simple idea: a single brand of
water produced at a variety of sites, thus reducing costly logistical, warehousing
and transport constraints – which are particularly high in the bottled water sector –
enabling consumers to enjoy the product at a more attractive price under a strong
brand identity.

Careful Management of distribution channels has resulted in helping for Nestlé to

keep the stable prices of the Nestlé Pure Life.

Promotion

It consists of a diverse collection of incentive tools, mostly short term, designed to

stimulate quicker or greater purchase of particular products or services by
consumers or the trade.

From marketing point of view, Promotion informs, persuades, and reminds

prospective and current customers and other selected audiences about a company
and its products. The most useful brand is failure if no one knows it is available.

Promotional Mix

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A promotional mix is an organization’s combination of personal selling,
advertising, sales promotion, and public relations. An effective promotional mix is
a critical part of all marketing strategies.

Promotion, in whatever form it takes, is an attempt to influence. Nestlé is using

following methods for promotion of NPL:

Advertising

It is non-personal communication paid for by a clearly identified sponsor

promoting ideas, organizations, or products. The most familiar outlets for ads used
for the advertisement of the NPL by Nestlé are the broadcast (TV and Radio) and
print media (news papers and magazines). The Nestlé also uses other advertising
vehicles like billboards, T-shirts and, more recently the Internet. Nestlé has its own
website which is giving the information about the different brand of the company.

Nestlé is doing the selective demand advertising that is intended to stimulate

demand for individual brands. In the advertisement the message is given that,

There is one water, which gives you, hope, happiness and trust and that water is
Nestlé Pure Life. It is pure, safe, and healthy water.

And in recent advertising campaign, their slogan is,

JIYO! Kay yehi hay zindagi.

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On billboards the pictures of NPL advertisement seems so attractive, especially in
summer season across the roads that it motivates the customer to purchase it
immediately.

Nestlé has the internal advertising department as well as hire the services of the
external

Media manager assisted by it’s assistant to devise all campaigns……

Sales Promotion
It is demand-stimulating activity designed to supplement advertising. It is paid for
by the sponsor and frequently involved a temporary incentive to encourage a sale
or purchase. Many sales promotions are directed at consumer. Nestlé has designed
it in away to encourage the company’s sales force or other members of the
distribution channel to sell products more aggressively. Nestlé Pakistan limited
arranges concerts, trade shows, event sponsorship, in-store displays, and discounts.
In Nestlé, a separate sales department is working. The function of this department
is to taking the sales orders, visiting the market, collecting the customer’s
complaints and transferring to the concerned department. They also make sure the
availability of the NPL to the consumer at right time and at right place.

Public relations

It encompasses a wide variety of communication efforts to contribute to generally

favorable attitudes and opinions toward an organization and its products. Unlike
most advertising and personal selling, it does not include specific sales message.

72
The targets may be customers, stockholders, a government agency, or a special-
interest group. Public relations can take many forms, including newsletters, annual
reports, lobbying, and support of charitable and civic events.

Nestlé is following all above mentioned public relations forms:

The company assists through donations such hospitals and organizations that
provide services to the poor and responds to distress calls by the government and
NGOs for assistance to victims of flood, earthquake, drought and other natural
calamities.

The company arrange mil program for undernourished and sick children and
mothers through several NGOs and charitable organizations.

The company has initiated a tube well and hand pump installation scheme in
selected rural areas.

It donates computers to schools for disadvantaged children run by NGOs and

charitable organizations.

To support the spread of education in rural areas, it undertakes Refurbishment

Program of Govt. operated primary and middle schools.

The Company regularly sponsors sports and cultural events, such as the
International Polo Tournament and SAF Games in the recent past.

The company gives the extra gifts, calendars and diaries to the employees and
customers for public relations.

Publicity

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Publicity is also a promotional method used by the Nestlé. Publicity is specific
form of public relations that involves news stories about organization or its
products. Like advertising, it consists of an impersonal message that reaches a
mass audience through the media. But several features distinguish publicity from
advertising. The company does not pay for it and it has little or no control over this
and it appears as news and therefore has grater credibility than advertising. The
company seeks for good publicity and frequently provides the material for it in the
form of news releases, press conferences, and photographs. When a picture of a
company’s CEO appears on the cover of business publication and it accompanied
by a flattering article in the magazine, it is often attributable to the efforts of the
firm’s public relations department.

Integrated Marketing communication

Nestlé is using the integrated marketing communication system. In this, company

is trying to coordinate all promotional efforts make an effective impact on the
customer mind and to deliver a consist message. The Nestlé has incorporated
several different promotional campaigns. Depending upon the objectives and
available funds, it undertakes simultaneous local, regional, national, and
international programs.

74
CONCLUSION

75
The various tests conducted on the data obtained from the
implementation of the questionnaire allowed me to understand
the various drivers for purchasing personal care products. The
author could identify that a high level of brand awareness is an
important driver with regard to influencing purchasing behavior.
A few analyses with regards to desirability in the levels of desire
according to ethnicity. This was shown that the ethnic group
which had the most desire for the brand also displayed the most
positive behavior with regard o purchases. Further tests were
performed which gave a clear indication that it is possible to see
the effect that a favorable perceptions of the corporate/ product
NESTLE brand has an influencing behavioral intention and
ultimately has the end behavior .In terms of identifying whether
or not the current value proposition of NESTLE is suited to the

76
target audience the overall impression of the author is that it
would be a strategically important move if NESTLE were to try
to develop a stronger emotional bond with in which to ‘sell’ to
the consumer unique self expressive benefits which can be
gained when using NESTLE brand products. They survey also
releaved the weaker presence of NESTLE amongst the black
ethnic group. The action should lead to long-term strategic and
market related benefits.

77
RECOMMENDATION

The author suggests that Nestle concentrates on marketing and

communication efforts and adjusts its advertising accordingly ,
in order to reflect a more accepted brand imagery for the ethnic
group with respect to the NESTLE , through meeting the
desires, social and self-expressive needs of this gropu more
accurately. By identifying what it is that this segment values the
more in personal care products, the brand can adjust its value
proposition accordingly in order to increase its market share.By
providing a superior value proposition and meeting the
problems, desires and needs of thr consumer more appropriately,
the brand can head towards enhacing and improving the

78
consumer satisfaction and loyalty metrics. The survey did give
an indication that the respondets valued functionally and
emotionally benefits the most when using NESTLE products but
it is more important for the organization to keep in mind that in
this industry , functional benefits are very easily initiated. The
organization has a more endurable , and sustainable competitive
advantage when they consider there brand from a product
perspective, an organization perspective as well as a symbolic
perspective. When the brand only fixates on product at hand
they are very susceptibleto imitations.

79
 QUESTIONNAIRE

NAME:

CONTACT: NO.__________________

ADDRESS:

___________________________________________________________

 Which product first comes to your mind when you think of purchasing?

 Amul

 Nestle

 Britannia

 Others

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 From which source did you come to know about Nestle Products.

 T.V Advertisement

 Hoardings

 Bus paintings

 News papers

 Are you aware of promotional offers conducted by Nestle?

1. Yes 2. No

 Please choose below the factor which attracted you most at the Nestle

Products.

 Taste

 Price

 Quality

 Availability of products

 Which of the following factors influence in your purchase decision?

 Offers

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  Quality of products

 Effective services

 Effective advertisements

 Do you think the promotional activity of Nestle gives you clear message?

1. Yes 2. No

 Will you advise anybody to purchase the Nestle product in your future?

1. Yes 2. No

 Looking at the promotions of Nestle product does your purchase

pattern changes?

 Yes

 No

 Would you like to make your purchase under unexpected offers?

 Yes

 No

 What is the response and behaviors of employees of Nestle?

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 1. Excellent 2. Good 3. Average 4. Bad

 Rate the services provided by the Nestle Company?

1. Excellent 2. Good 3. Average 4. Bad

 What do you think is the most important for “Feel Good Factor”?

1. Ambience 2. Smiling staff 3. Spacious 4. Culture

Any valuable

suggestion...................................................................................................................

....................................................................................................................................

BIBLIOGRAPHY

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 BOOKS:

 Research Methodology – Thakur pub.

 Research Methodology – SBPD pub.

Websites:

 www.google.com
 www.wikipidia.com

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