Market Research Conducted by Nestle

Market Research conducted by Nestle
Customers attitudes and requirements are being continuously monitored by Nestle through
market research. This research takes place in 2 major forms
Qualitative Research- This includes forming of small groups of customers who are concentrated
in a particular area who express their opinions and thoughts about their views and needs on
various items. There are several questions asked to a group of athletes to seek about lifestyle,
training timings and their dieting propensity. But on another lever a group of customers who are
at the center are required to discuss the quality of yogurt drink filled with nutrients.
Quantitative Research- As compared to subjective research which includes only few consumers
quantitative research includes a much larger number of individuals significantly.
Buyers has various needs and wants which are unique to one another. So based on this, Nestle
Company divides their products in a way that serves each market. Nestle company uses various
marketing strategies and specifically targets few market segments and they design their product
in a way which will be beneficial to those consumers falling under that segment of market. The
products are delivered based on age social class lifestyle and family life cycle. Nestle makes an
effort to understand what types of products are required for which type of customers. Initially
Nestle produces a product to experiment and test for a specific range of market if they get
satisfactory results from the users, they go along with producing more such product types. Nestle
Company offers certain products based on their demographical segmentation. There are different
types of products which are offered for different types of people. The Company offers such
products because these diverse sorts of products for the fact that they are distinctive sorts of
interest of specific individuals serves them better in satisfying their needs in a more focused way.
Various means of communication are followed such as advertisements in newspapers, Hoardings
on the road, banners, posters, and various designed web pages on various sites like Instagram and
Facebook. Nestle also carries out its advertising promotional activities along with external
communication partners. The company relies heavily on its Global Partners and offices situated
locally and cooperates with them so that there is full involvement on all its projects beginning
from research to implementation. In social media the company is dependent on heavy campaign
of advertisement from special agency that are working locally. Nestle has a direct link with
various social media platforms such as Facebook and Google. They make sure that the products
of Nestle are advertised thorough this platform ideally. Digital platform is the most common
platform to communicate with customer at the present time. The new generation is also involved
in such sites completely and the spent hours surfing such sites with a huge data consumption.
Hence, Nestle mixes all the contents with the values that are vital for this current generation that
could be taken addressed with corporate brand value. The Nestle Youth Initiative for the
employment of youth is one of the best examples through which Nestle seek to create a value for
the society and the community.
Nestle is one of the largest companies in the world for drinks, food, and snacks industry. The
Swiss company, though worldwide renown for the chocolates. It has been successful is
transforming itself into a truly global industry for food and it has also expanded to many other
areas of the industry such as frozen foods beverages and baby food. The company has been
serving seven verticals which are liquid and powdered beverages, cookies, and other
confectionary items and ready to prepare food, dairy products, chocolate, clean drinking water
and pet care. Although the FMCG is a very large sector there are many players in this sector of
all sizes and competition is hard since there are even other international players in the market
also.
To ensure that there is a large output power, the company combines with the Vietnamese
government to make a long-term plan for raw materials to ensure that the company is producing.
Moreover, the company will be provided technical assistance to grow coffee so that they provide
a better income for the labors and better-quality products for the consumers. The workforce of
Nestle will be able to learn immensely by cooperating with the Vietnamese Ministry of Labor
that will enable them to promote workers of the surrounding areas to ensure that all the human
resources are readily available whenever needed by the company.
 Maggi entered in Indian market in the 1980s, Maggi was positioned in the European
countries as a lunch meal for working women, which saves time and provide nutritious
values as well. Nestle tried to do the same thing in India i.e., positioning Maggi as a
lunch meal which saves time and provide nutritious vales, but it failed in India.
 Nestle conducts a market research In which it found that there were only 8% working
women in India which was very less compared to Europe where the number of working
women was 35-40%.
 Moreover Nestle found that the Indian are in a habit of eating traditional roti’s, dal and
rice as a meal for lunch, where Maggi will not stand a chance to replace these meals.
 Nestle found from the market research that in India women in the urban areas are mostly
house wives and cook evening snacks for their school children.
 Nestle launched a campaign and repositioned Maggi as snacks which was very tasty and
easy to cook(in 2 mins).
 Nestle launched a campaign “ Maggi bas 2 min mein”.
 Results Maggi was a huge success for Nestle.
 Today Maggi contributes around 1000 crore profit to Nestle from India.

Market Research Conducted by Nestle

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