Nestle Marketing Research Project

Table of Contents

Organizational History - 5 -

Products - 5 -

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

Current Situation - 6 -

Problem Statement - 6 -

Sales Growth - 6 - Customer Attitudes - 7 -

Nestlé’s Concern - 7 -

Marketing Mix - 8 -

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

Target market - 9 -

Competitors - 9 -

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

11.0. INFORMATION NEEDS - 10 -

SYNOPSIS - 10 -

Research Question - 11 -

6.0. Hypothesis - 11 -

7.0. Research Objective - 12 -

Exploratory Research - 13 -

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

Focus Groups DETAILS - 18 -

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

FOCUS GROUP 1 - 20 -

Key Findings Of Focus Group 1 - 20 -

FOCUS GROUP 2 - 22 -

Key Findings Of Focus Group 2 - 22 -

FOCUS GROUP 3 - 24 -

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

In-depth Interviews - 27 -

Interview # 1 - 27 - Results of Interview Conducted At NESTLE - 27 - Interview # 2 - 29