Nestle India commissioned a market research study on its recently launched product, Nescafe Mild, to understand consumer attitudes and reasons for declining sales. The research targeted 70 respondents, primarily focusing on coffee preferences and brand awareness, with findings suggesting inadequate promotional strategies and limited distribution as key issues. Recommendations include increased public outreach, targeted advertising, and product sampling in both urban and rural areas.

1. Marketing Research Research Report on “ Nescafe - Mild”

2. Presented By

3. Our Client Nestle India approached us to do a market research on their recently launched product Nescafe – Mild. They wanted a detailed description about the consumers attitude towards the product. The reasons for the survey will be explained as we move ahead. … A new direction to your business

4. Our Client Nestle India Nestle India is a subsidiary of Nestle S. A. Switzerland. Nestlé’s relationship with India dates back to 1912, when it began trading as The Nestlé Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market. After India’s independence in 1947, the economic policies of the Indian Government emphazised the need for local production. Nestle set up its first factory in 1961 at Moga, Punjab to develop milk economy.

5. Nestlé India manufactures products of truly international quality under internationally famous brand names such as NESCAFÉ, MAGGI, MILKYBAR, MILO, KIT KAT, etc. Nestle has its head office at Gurgaon, Haryana and its factories located in Tamil Nadu, Karnataka, Goa, etc.

7. Nestlé's Nescafe Beginnings of NESCAFE NESCAFÉ was first introduced in Switzerland, on April 1st, 1938. In India, Nestle was incorporated at New Delhi on 28 th March, 1959. Two years later they invented a new technology to capture more ‘aroma’ and ‘flavour’ from every single coffee bean. In 1994 the 'full aroma' process was invented to make the unique quality and character of NESCAFÉ even better.

8. Variants of Nescafe Nescafe Gold Nescafe Classic Nescafe Espresso Nescafe Sunrise Nestle Milo Nescafe Cappuccino

9. Product Nescafe - Mild Nestle Co. recently launched a new coffee product named Nescafe – Mild It was introduced in July, 2007 and was successful only in the first two months. ''''Nescafe Mild'''‘ was targeted specifically at the mass market of tea drinkers. It has light roasted flavour It was available in 1 Re. sachets. Also available in 100 and 500 g.packs Its tagline is, “ ek cup baaton bhara…..”

10. Market Research on Nescafe - Mild Research Methodology Why to undertake research? Research Problem To find out why the Brand failed? The reasons for declining sales Research Objectives To create awareness about the product. To know consumers(users & non-users) reactions towards the product. To know future expectations.

11. Limitations: The survey was restricted to only 70 people, including male and female. Sample Size : The sample size consisted of 70 respondents. Sample Frame : All the questionnaires were filled within 2 weeks. Place of survey : Bandra to Borivali Targeted Population : Users, Non-users, adults, working people and housewives. Age Group : 18 – 40 years.

12. Method of Data Collection : Primary Source – Survey was conducted with help of a Questionnaire. The questions were based on Consumer’s buying patterns, Brand Awareness, Brand Preference, General Information. Secondary Data – Internet It was observed that an Exploratory as well as Descriptive research would be required.

13. Break- up of Sample Size We targeted both the sexes of population as coffee is an FMCG product which is preferred by all age groups. Since it’s the woman who goes for shopping for the household items, here they are a majority. We surveyed 38 females (in nos.) and 32 males

14. Brand Awareness Brand Awareness(nescafe)

15. Aware of Nescafe Mild Source of Awareness

16. Frequency of usage Reason to drink coffee

17. Brand Preference Brand Preference(Nescafe)

18. Users & Non-users of Mild Preferred coffee types

19. Most important reason for using the type of coffee specified before

20. Analysis What went wrong with the product? Promotion Advertisements No outdoor publicity Place Campaigns outside Mumbai Distribution Strategy

21. Sampling of Nescafe – Mild at Nasik, Pune, Aurangabad

22. Nescafe opened small shops in college campus at Nagpur

23. Targeting and Focusing small towns & cities. Introduce the product in Rural Areas. Publicize the product Distribute free sachets Conduct more campaigns in Mumbai Construct Nescafe stalls in College canteens Coffee Business Seminars