A Study on market strategies of Nestle with special reference

to advertising strategy.

A PROJECT REPORT

SUBMITTED IN THE FULFILMENT OF THE REQUIREMENT FOR THE

AWARD OF DEGREE OF
BACHELOR OF BUSINESS ADMINISTRATION (B.B.A.)
(2019-2022)

D.A.V COLLEGE (AFFILIATED PANJAB UNIVERSITY)

COLLEGE ROAD, ABOHAR (PUNJAB)-152116

Under the guidance of:

Prof. Harvinder Kaur

(HOD Commerce dep. DAV College, Abohar)

Prof. Sakshi Gidder Chhabra

(Assistant prof. Commerce dep. DAV College, Abohar)

Submitted by:
Simran Kalra
B.B.A. 6th Semester

1
 Roll No- 19044921

Certificate
th
This is to certified that Simran Kalra, a student of BBA 6 Sem of DAV College, Abohar has
undertaken the Project under my guidance for the project titled " Study on market strategies
on Nestle with special reference to advertising strategy. This project report is prepared in
partial fulfilment for the award of the degree of Bachelor of Business Administration. The
work included in the project is all original and done by her.

Date:
Place:

Prof. Sakshi Gidder Chhabra

[ Assistant professor
Commerce Department
DAV College, Abohar (Pb) ]

2
 Preface

Bachelor of Business Administration program is one of the most reputed courses in the field
of management. This course includes both theory and some practical knowledge. This project
report is part of the pedagogy of BBA program in DAV College, Abohar under Panjab
University. It gives exposure to our practical knowledge and also interacts with various
aspects of present market conditions. Each student is required to start working on project
report as soon as semester ends and complete the report till the end of sixth semester
The project is designed to present a real-life study on real-life situations that are different
from theoretical aspects.
The project report presented here is a result of my hard work. This project helps me to learn
about the different marketing and advertising strategies.

SIMRAN KALRA
TH
B.B.A. 6 SEM

3
 Acknowledgement

The satisfaction of successful completion of any task wouldn't be complete without the
expression of gratitude to the people who made it possible.
I am very thankful to Mrs. Sakshi Gidder Chhabra (Assistant professor in Commerce
Department at DAV College, Abohar), for the guidance and interest evinced throughout the
preparation of the Project.
I also extend my gratitude to the respondents of my survey for their kind cooperation.

4
 SIMRAN KALRA
th
B.B.A 6 Sem

INDEX

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 SR NO. Content Page No.

1 Chapter1: Introduction 8-22

● Nestle 9-10
● Company Profile 11
● Nestle India 12
● Products 13-15
● Nestle Target Audience 16
● Marketing Strategy 17-21
● Advertising Strategy 22

2 Chapter 2: Review Of Literature 23-26

3 Chapter 3: Research methodology 27-31

● Introduction 28
● Research design 28
● Problem or title 28
● Significance 28
● Research gap 29
● Objective 29
● Sources of data 29
● Scope 30
● Sampling plan 30
● Sampling method 30
● Data collection method 30
● Data analysis and Interpretation 31
● Mission and vision statement 31

4 Chapter 4 :Data analysis & interpretation 32-65

● Descriptive analysis 33
● Findings 34-65
● Fulfillment of objective 66

5 Conclusion & recommendations & 67-70

limitations
● Conclusion 68
● Recommendations 69
● Limitation 70

6 Bibliography 71-73

7 Questionnaire 74-79

LIST OF TABLES
Table No. Table Name Page No.

1 Age 34

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 2 Gender 35

3 Qualifications 36

4 Occupation 37

5 Monthly Income 38

6 Marital Status 39

7 Number of members in the family 40

8 Awareness 41

9 Likings 42

10 How often do you buy Nestle products 43

11 How many brands of Nestle do you know 44

12 Role of company image in your purchasing decisions 45

13 How do you see our company 46

14 Most preferable brand of chocolate 47

15 Favourite chocolate of Nestle 48

16 Most preferred chocolate after Nestle 49

17 Maggi or Top Ramen 50

18 Coffee and Tea 51

19 Number of members prefer coffee 52

20 Coffee brand 53

21 Mineral Water brand 54

22 Opinion for Nestle pure life 55

23 Most liked product of Nestle 56

24 Mode of advertisement which influence you most 57

25 Reason for buying Nestle products 58

26 Reason for not to buying Nestle products 59

27 Store rating 60

28 Comparison with other company’s product 61

29 Prices of brand you prefer 62

30 Satisfaction 63

31 Would you use our product in future 64

LIST OF CHARTS

Chart No. Chart Name Page No.

1 Age 34

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 2 Gender 35

3 Qualifications 36

4 Occupation 37

5 Monthly Income 38

6 Marital Status 39

7 Number of members in the family 40

8 Awareness 41

9 Likings 42

10 How often do you buy Nestle products 43

11 How many brands of Nestle do you know 44

12 Role of company image in your purchasing decisions 45

13 How do you see our company 46

14 Most preferable brand of chocolate 47

15 Favourite chocolate of Nestle 48

16 Most preferred chocolate after Nestle 49

17 Maggi or Top Ramen 50

18 Coffee and Tea 51

19 Number of members prefer coffee 52

20 Coffee brand 53

21 Mineral Water brand 54

22 Opinion for Nestle pure life 55

23 Most liked product of Nestle 56

24 Mode of advertisement which influence you most 57

25 Reason for buying Nestle products 58

26 Reason for not to buying Nestle products 59

27 Store rating 60

28 Comparison with other company’s product 61

29 Prices of brand you prefer 62

30 Satisfaction 63

31 Would you use our product in future 64

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 CHAPTER:1
INTRODUCTION OF THE TOPIC

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 “Study on market strategies of Nestle with special reference to
advertising strategy"

Nestle India Limited is one of the fastest growing FMCG Company with its strengths for
ongoing product innovation and renovation. It performs very well. It still have a stiff
competition in the market for its various products, especially from HUL-Bru coffee for
Nestle’s Nescafe Sunrise Premium Coffee.
Marketing is the process of planning and executing the conception, pricing, promotion and
distribution of ideas, goods and services to create exchanges that satisfy individual and
organisational goals. While strategy is the action plan to do something and hence, Marketing
Strategy is the managerial process of developing and maintaining a viable fit between the
organisation’s objectives, skills and resources and its changing market opportunities. The aim
of marketing strategy is to shape the company’s business and products so that they yield
targeted profit growth.
Promotion is the very important and crucial element of marketing strategy as through it the
company establishes its image in the minds of the customers. Nestle India is promoted by
using different ways of promotion. Advertisement of Nestle India is done through TV, radio,
billboards, newspapers and magazines. Nestle also conducts trade shows, concerts, events
and discounts for sales promotion. For establishing public relations, Nestle distributes its
newsletters, annual reports, calendars and diaries, lobbying, and donations for charitable and
civic events.
The firm applied a progressive human resource and social policy; with a management style
that is based on management commitment and people involvement. Moreover, the firm had
responsible corporate citizens, fulfilling obligations to the government, shareholders,
customers, communities and consumers. Protest the environment by being committed to
environmentally sound business practices and taking into account the need to preserve natural
resources and save energy. For example, guarantee that all the products manufactured,
imported and distributed by Nestle Malaysia are certified HALAL by authorised Islamic
certification bodies. Perhaps, the firm delivered shareholder value through the achievement of
sustainable and profitable long-term growth. Its wide range area researches the branding.
Branding strategy is corporate. Part of the branding strategy is the brand plan for each
product. This is an integrated strategy. The brands of Nestle are a key strength but the
executive levels are very aware today that brands alone are not enough to win.

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 From its beginning, Nestle developed its business internationally and became aware of the
fact that food products have to be closely linked to local eating and social habits. That is why
Nestle from the very start has always shown respect for diverse cultures and traditions. Nestle
activities to integrate itself as much as possible into the cultures and traditions where it is
present, adding also to the local environment its own set of values. Therefore, Nestle
embraces cultural and social diversity and does not discriminate on the basis of origin,
nationality, religion, race, gender or age. Furthermore, Nestle believes that its activities can
only be of long-term benefit to the company if they are at the same time beneficial to the
local community. Precisely, the environment is changing very rapidly and in particular
customers are looking for answers to their concerns.
In our opinion, global thinking and strategies can best be expressed through local action and
commitment as shown by Nestle Malaysia. And of course, Nestle applied ‘’think globally, act
locally’’ as well as thinking out of the box ideas in their product and distribution with the
help of strategic global marketing.

Nestle Headquarters in Vevey, Vaud, Switzerland

Founder Henri Nestlé

Headquarters Vevey, Vaud, Switzerland

Area served Worldwide

Key people Paul Bulcke (Chairman) Ulf Mark

Schneider(CEO) David McDaniel (CFO)

COMPANY PROFILE

FMCG refers to consumer nondurable goods required for daily or frequent use.
Typically, a consumer buys these goods at least once a month. The sector covers a wide

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 gamut of products such as detergents, toilet, soaps, toothpaste, shampoos, creams, powders,
food products, confectioneries, beverages and cigarettes.

Typical characteristics of FMCG products are:

Individual items are of small value. But all FMCG products put together account for a
significant part of the consumer's budget.

The consumer keeps limited inventory of these products and prefers to purchase them
frequently as and when required. Many of these products are perishable.

The consumer spends little time on the purchase decision. Rarely does he/she look for
technical specifications (in contrast to industrial goods). Brand loyalties or
recommendations of reliable retailer/dealer drive purchase decisions.

Trial of a new product i.e. brand switching is often induced by heavy advertisement
recommendation of the retailer or neighbours/ friends.

These products cater to necessities, comforts as well as luxuries. They meet the demands of
the entire cross section of the population. Price and income elasticity of demand varies across
products and consumers.

The FMCG sector has been the cornerstone of the Indian economy. Though the sector has
been in existence for quite a long time it began to take shape only during the last fifty'odd
years. To date the Indian FMCG industry continues to suffer from a definitional dilemma. In
fact the industry is yet to crystallise in terms of definition and market size among others. The
sector touches every aspect of human life from looks to hygiene to palate. Perhaps defining
an industry whose scope is so vast is not easy.

After witnessing booming sales and flooding markets with innumerable products, FMCG
companies have had to abruptly apply the brakes and look for various ways to save costs.
MORE THAN RS. 43,000 crore (listed companies) FMCG industry in India which has been
on a roll for many years, faces tough times ahead although many segments still show good
growth.

Nestle India

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 Nestle India is a subsidiary of Nestle S.A. of Switzerland headed by Mr. Martial G.
Rolland, chairman and Managing director. With six factories and a large number of co-
packers Nestle India is a vibrant company that provides consumers in India with
products of global standards and is committed to long term sustainable growth and
shareholder satisfaction. It first arrived in India in 1956. Since then, from selling its first milk
product in the 1960s to offering a wide range of quality products in the Indian market, Nestle
has grown exponentially in [Link] company employs over 4500 people and for the full
year 2005 Nestle India recorded net sales of Rs. 20477 Mio.

Nestle has been a partner in India’s growth for the past nine decades and has built a very
special relationship of trust and commitment with the people of India. The culture of
innovation and renovation within the company and access to the Nestle group’s
proprietary technology/ Brands, expertise and the extensive centralised Research and
Development facilities helps the company to create value that can be sustained over the
long term. Nestle India manufactures products of truly international quality under
internationally famous Brand names such as Nescafe, Cerelac, Maggi, Milky Bar, Milo,
Baron, Nester and Kit Kat and in the recent years the company has also introduced
products of daily consumption and use such as Nestle Milk, Nestle Dahi, Nestle Butter,
Nestle Fruit ‘n milk ready to drink beverage and Nestle Pure Life bottled drinking water.

Nestle India Ltd, 51% subsidiary of Nestle SA, is among the leading branded food players in
the country. It has a broad based presence in the foods sector with leading market shares in
instant coffee, instant foods, milk products and noodles. It has also strengthened its presence
in chocolates, confectioneries and other semi processed food products during the last few
years. The company has launched Dairy Products like UHT Milk, Butter and Curd and also
ventured into the mineral water segment in 2001. Nestle’s leading brands include Cerlac,
Nestum, Nescafe, Maggie, KitKat, Munch and Pure Life.

PRODUCTS

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 Quality is the essential ingredient in all of our brands and the reason why millions of people
choose Nestle’s products every day. Our consumers have come to trust in Nestle’s
commitment to excellence and turn to Nestle brands to maintain nutritional balance in a fast
paced world.

BABY FOODS

The production of infant food goes right back to the origins of the Nestle company. Henri
Nestle’s Farine Lace’s was the first product to bear Nestle's name. In 1867 a physician
persuaded Henri Nestle’s to give his product to an infant who was very ill- he had been born
prematurely and was rehad been born fusing his mother’s milk and all other types of
nourishment. Nestle’s new food worked, and the boy survived from the very beginning.
Nestle's product was never intended as a competitor for mother’s milk. In 1869, he wrote;
“During the first months the mother’s milk will always be the most natural nutrient, and
every mother able to do so should herself suckle her children.” The factors that made baby
foods success in the early days of Nestle's company- quality and superior nutritional value-
are still as valid today for the wide range of infant formula, cereals and baby food made by
Nestle. The World Health Organisation (WHO) recognizes that there is a legitimate market
for infant formula, when a mother cannot or chooses not to breastfeed her child. Nestle’
markets infant formula according to the principles and aims of the WHO International code
of marketing breast milk substitutes and seeks dialogue and cooperation with the international
health community and in particular with the WHO and UNICEF, to identify problems and
their solutions. Nestle’s expertise as the world’s leading food manufacturer.

Gained over more than 125 years, it is put at the disposal of health authorities, the medical
profession and mothers and children everywhere. Milk based products and baby food
contribute to 34% of Nestle’s turnover. For ensuring regular procurement of good quality
milk Nestle has developed a network around its Moga factory for collection of fresh milk
everyday from the farmers. Nestle has a dominating 87% market share in the baby weaning
foods with its Cerelac and Nestum brands. Infant milk powder is sold under the Lactogen and
Nestogen brands. Brand loyalties are very high in categories such as infant food and weaving
cereals, enabling the company to command a price premium.

DAIRY BRANDS

Nestle has long been a major player in the dairy industry originally with well known shelf
stable brands such as Nido, Nespray, La Lechera and Carnation, then building a strong
international presence in Chilled dairy and Ice cream under the Nestle’s brand. Innovation
and renovation play a major role in the development of milk based products as well as of
breakfast cereals, managed as a joint venture with, General Mills. The area of nutrition with
its benefits to health and wellbeing is having a significant impact on the development of our
business. A wide range of proven, science based solutions such as starter and follow up

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 formulas, growing up milks, cereals, eternal diets, oral supplements and performance foods
are actively developed and successfully brought to market under the Nestle’s brand.

CHOCOLATE & CONFECTIONERY

The story of chocolate began in the New World with the Mayans who drank a dark brew
called cacahuaquchtl. Later the Aztecs consumed chacahoua and used the cocoa bean for
currency. In 1523 they offered cocoa beans to Cortez, who introduced chocolate to the old
world where it swiftly became a favourite food among the rich and noble of Europe.

From the beginning turning raw bitter cocoa beans into what one 17th century writer called
“the only true food of the gods” has been a fine art, a delicate mixture of alchemy and
science. Centuries ago it was discovered that by fermenting and roasting the beans an almost
otherworldly flavour could be created. In 1875, after years of trying, a 31- year old candy
madder in Vevey named Daniel Peter figured out how to combine milk and cocoa powder.
The result -milk chocolate. Peter, a friend and neighbour of Henri Nestle started a company
that would quickly become the world’s leading maker of chocolate. For three decades the
company called Peter,Cailler, Kohler relied on Nestle for milk and marketing expertise. In
1929, the almost inevitable merger took place as Nestle’s acquired Peter, Cailler and Kohler.
Indian chocolate market is growing day by day. Premium segment is opening upon. The
companies like Cadbury’s are launching indigenous product made to international standards
of the 20000 tonnes chocolates market worth about Rs 400 crore Cadbury’s accounts for
around 65% of market share followed by Nestle’s around 23%. Amul has 5%of the share
with the minor players taking the Rest.

5 STARS: As energy bar earlier targeted to teenagers before launch of perk 5 star energy bar
positioning made it snacking chocolate with Nestle’s pitching Barone in 1993 gaian it is “For
those in between times”.

MUNCH: Munch is the market leader in chocolates. It is the largest selling chocolate in
India & is followed by Cadbury’s Dairy Milk.

E’CLAIRS: competing in the chewable toffee segment, E’clairs was relaunched by

Cadbury’s during the mid-90 with a new name milk'-eclairs. It's worth 4000 tons now.
Nestle’s also presents here NESTLE’ ECLAIRS. Due to launch of multigrain’s Cadbury can
not pay attention to brands like Mr. Pop Candy Lollypop.

KIT KAT

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 Kit-Kat which was launched in India in 1995, today leads the chocolate coated wafer bars
category. It has 11.5% share of the chocolate market. But Cadbury’s perk is with 9%

PRODUCT PRICE WEIGHT

KIT-KAT Rs.14 36gm

PERK Rs.10 2*17.5gm

Nestle forayed into chocolate & confectionary in 1990 and has cornered a fourth share of the
chocolate market in the country. The category contributes 14% to Nestle’s turnover. It has
expanded its products range to all segments of the market the Kit-Kat brand is the largest
selling chocolate brand in the world. Other brands include Milkybar, Marbles, Crunch, Nestle
Rich Dark, Bar-one, Munch etc.

Amul is also competing in this category especially in western regions of India. But Nestle’s
still has its own position in the market. The sugar confectionary portfolio consists of Polo,
Soothers and Frootos. All sugar confectionary products are sold under the umbrella brand
Allen’s. Nestle has also markeys some of its imported brands like Quality Street, Lions and
After Eight. New launches such as Nestle Coco Stick and Milky bar Choo at attractive price
points to woo new consumers chocolate confectionery sales registered a strong 21.5% of
growth in 2005 aided by good volume growth in Munch, Kit-Kat and Classic sales. Nestle’s
relaunched Bar -One during the year 1993.

Nestle’s Target Audience

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 Nestle India has positioned its wide range of product offerings in such a way that it covers
audiences beginning from 2-year-olds to working-class professionals. Let’s check out
Nestle’s Target Audience based on age demographics.

A Demographics-wise Breakdown of Nestle’s Offerings

Demographics Products

Kids Ceregrow, Koko Krunch, Lactogrow

Working Professionals and above Nescafe, Sunrise, Protein Products

General Audience KitKat, Maggi, Milkmaid

Nescafe has been a hit among the working professionals as Nestle has promised Nescafe to
be the coffee that would keep them fresh throughout the day and who would not want to be
fresh?
Parents have been tempted to feed their little ones with ‘Ceregrow’, a product from Nestle
which contains cereals to keep young children healthy. It also has ever-popular products such
as Maggi, KitKat, Milkmaid which are targeted towards the general audience.

This is how Nestle has designed its targeting strategy in India and let’s now understand what
it has done to market itself and its offerings in the coming section.

Marketing Strategy

A marketing strategy is a process that can allow an organisation to concentrate its limited
resources on the greatest opportunities to increase sales and achieve a sustainable competitive

17
 advantage. A marketing strategy should be centred around the key concept that customer
satisfaction is the main goal.

Nestle’s Digital Marketing Strategies

By now, you are aware of the fact that Nestle is the world’s largest food and beverage
company by revenue. This might also come as very basic information for you.

But what if I told you that Nestle has always been one step ahead when it comes to its
marketing policies and tactics? It has always worked on the most up-to-date marketing
methods be it offline or digital marketing strategies, which matter the most in today’s day and
age.
Let’s start with Nestle’s social media marketing strategy first.
Nestle’s Social Media Marketing Strategy
Nestle India is active on all three major social media platforms like Instagram, Facebook, and
Twitter. Here’s an overview of the same.

Nestle Social Media Overview

Instagram Facebook Twitter

Nestle has about 21k About 11million people like It enjoys about 23.3k
followers on instagram Nestle’s facebook page followers on twitter
Now that you have an idea about Nestle’s presence on major social media platforms. Let’s
now understand how and what it is doing on each social media platform.

Facebook and Instagram

Nestle India has designed its Facebook and Instagram profiles moreover the same. It shares
posts related to what Nestle India is currently up to. It also announces its new launches, talks
about its corporate social responsibility (CSR) measures, etc.
It maintains separate pages for its brands such as Maggi, Kit Kat, Nescafe, Koko Krunch, etc.
which also have an insane amount of followers on both Instagram and Facebook.

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 Nestle’s Facebook Pages

To put it in a gist, Maggi has around 16 million followers. Nescafe has 36 million followers
and Kit Kat has about 11 million followers on Facebook.

Nestle’s Instagram Pages

On Instagram, Maggi has around 53K followers. Nescafe has 30K followers and KitKat has
about 1 million followers.
Having separate social media profiles for its various brands, helps them organise marketing
campaigns effectively and thus resulting in a strong brand connection with its customers.

Nestle on Twitter
Nestle India has been maintaining its Twitter profile as a medium of communication between
the company and its audience. It also solves queries related to its products by replying to
every comment and mentions done by the general public on the platform.

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 Nestle’s Twitter handles

Just like Facebook and Instagram, Nestle on Twitter too has maintained separate profiles for
its various brands. This helps them promote their products effectively.

Nestle on Youtube

Nestle India’s Youtube channel has about 95K subscribers. On this platform, they post all the
advertisements of their brands. However, Nestle maintains the same strategy of maintaining a
separate profile for its various brands.

Nestle’s Youtube Channels

Now that you have a complete overview of Nestle’s social media presence. Let’s have a look
at some of the campaigns rolled out by Nestle’s brands and along with a few creatives under
their marketing campaigns which have helped them to maintain the attention of Indian
consumers.

Marketing Campaigns of Nestle

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 Nestle has rolled out several campaigns all these years but here are the few marketing
campaigns that have left a lasting impression on the Indian audience.
1. A Campaign for the Youth: Karne Se Hee Hona Hai

The Covid-19 pandemic has changed a lot of things for everyone, especially the millennials
who were accustomed to doing certain things in a certain way.

This campaign by Nescafe was launched in July 2020 as India was preparing to come out of
its series of lockdowns and begin life in the “new normal”.

2. A Campaign for Maggi lovers: Meri Maggi

Meri Maggi has been one of the most successful mass campaigns led by any brand in India.
The Meri Maggi campaign started with the motive to promote Maggi as a snack.
In this campaign, Nestle also encouraged its consumers to personalize Maggi as per their
wants and taste and share it on social media pages to get featured on Maggi’s official.

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 Facebook page

Nestle started posting pictures of Maggi with different captions to make it relatable for
different sets of audiences. Be it a Pyjama Party or a Break after Long Lectures in the
college. Maggi made sure it relates to everyone and at the same time creating a strong brand
engagement.
It did not stop here! Maggi then asked its followers to write back to them about their “Meri
Maggi” and people started sharing their versions of Maggi and when they would have it.
What’s your version of “Meri Maggi”?

Advertising Strategy

Nestle India Ltd, the local unit of the Swiss consumer packaged goods company, has retained
Publicis Groups-owned media agency Zenith India as its agency of record. The company

22
 asked multiple media agencies in November to pitch for its media account, estimated to be
worth Rs600 crore.

Zenith, which won Nestle’s media business and became its AoR in 2005, has been handling
the company’s media duties across business segments. Nestle has also consolidated its
nutrition business’s digital marketing duties with Zenith and Publicis’s digital agency
DigitasLBi.

“Nestle is Zenith’s flagship account and we have had this relationship for more than a decade.
We are delighted that the client has once again handpicked us and it is a clear endorsement of
Zenith’s competency and ability to deliver," said Tanmay Mohanty, group chief executive,
Zenith India.

Nestle India spent Rs567.02 crore on advertising and sales promotion in the fiscal year ended
31 December 2016, according to the latest available annual figures. Its expenditure on this
count was Rs525 crore the year before. Currently, McCann Worldgroup India and Publicis
India handle the creative work on multiple brands from the company, including Nescafé,
ready-to-cook noodles and ketchup brand Maggi as well as milk powder Everyday. With its
presence across the country and eight manufacturing facilities, Nestle offers a variety of
products across categories. It sells several chocolate brands, including KitKat, Munch, Milky
Bar and Bar One. Its milk products and nutrition category offers Everyday and A+ Greek
yogurt.

Zenith is part of Publicis Media, one of four solution hubs within Publicis Group’s. It has
5,000 people with a presence across 95 markets. The agency provides an array of services
including communications and media planning, content, performance marketing, value
optimization and data as well as analytics.

In India, Zenith’s key clients include biscuit and confectionery firm Parle Products, mobile
handset manufacturer Micromax, automaker Toyota, ZTE Mobile, Honeywell Air Purifiers,
Swedish retailer H&M, Singapore Tourism Board, Fox Networks and Singapore Airlines.

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 CHAPTER:2
REVIEW OF LITERATURE

Review of Literature

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 Literature review is undertaken to study and analyse the findings of the other researchers in
their studies that are related to the subject under consideration. A literature viewed as a
process as a systematic, explicit and reproducible method for identifying, evaluating and
synthesising the existing body of completed and recorded work produced by researchers,
scholars and practitioners.

Number of studies have been conducted about the “Marketing strategies of Nestle”. A few
literatures are given below:

[Link] Rozin (1991) examined that Chocolate is the most craved meal amongst women, and
is craved by way of nearly 1/2 of the woman pattern (in both age corporations). Even though
this craving is related to a candy yearning, it can't be accounted for as a longing for sweets.
About half of the woman cravers display a very properly-defined yearning top for chocolate
within the premenstrual duration, starting from a few days earlier than the onset of menses
and extending into the primary few days of menses. There isn't always a big relation in
chocolate craving or liking between mother and father and their children.

[Link] Hagget (1994) examined that a debatable, authorities endorsed marketing campaign
to tackle obesity by encouraging children to trade chocolate bar wrappers for sports activities
gadget. An employer like Cadbury is capable of handing over 12 million messages into the
marketplace and attractive younger humans in superb talk. Under the scheme, college-kids
get an “unfastened” device after they collect tokens from Cadbury chocolate bars. It's been
calculated that kids want to acquire tokens from 5440 chocolate bars for an internet and set of
volleyball posts.

[Link] (1998) probed that his work opinions the literature on the compositional data of
vegetable fat used or proposed as options to cocoa butter in chocolate and confectionery
merchandise. Cocoa butter is the simplest continuous phase in chocolate, for this reason
responsible for the dispersion of all different components and for the physical behaviour of
chocolate. unique to cocoa butter is its brittleness at room temperature and its short and whole
melting at body temperature. There had been, and are, robust efforts to update cocoa butter in
part for chocolate production for technological and monetary motives.

[Link] K. Wilson (1999) examined that in 1753, the mentioned oncologist, Carl Linnaeus,
named it Theobroma cacao, the food of the Gods. and a half of centuries later, Joanne Harris
emphasized this extraordinaries’ erotic sensations in her award-prevailing fiction debut,
Chocolate. For millennia, healers have touted its myriad medicinal, yet mystical, capabilities.
via the 1950s, chocolate, which had long been used as a drug, a meal and as a supply of
currency, changed into being advertised simply as a pleasure- stuffed snack. Over the next
1/2 century, the yearning to carve out chocolate’s wholesome, medicinal characteristics
resurged.

25
 [Link] Wollgast (2000) examined that Cocoa beans are rich in polyphenols, especially
catechins and proanthocyanidins. but, a pointy lower amount happens at some stage in
fermentation and drying of cocoa beans and in addition retention has been said in the course
of roasting. Characterization and mainly quantification of polyphenols in chocolate has most
effectively evolved distinctly these days. This work opinions similarly on the literature at the
to be had methodology for analysis, quantification, isolation, purification, and shape
elucidation of polyphenols in cocoa additives and different commodities.

6. “Indian Food and Beverages Forecast” published by RNCOS (2007) A series of recent
studies has indicated that India's meals –processing area has passed through full-size
adjustments over the last six to seven years. the kind, range, high-quality and presentation of
products have all advanced, mainly because of monetary liberation. The file augurs that the
Indian meals processing industry would witness a CAGR growth of 15% for the length
spanning from 2007 to 2011. Many countries are increasingly eying upon India for food.
Currently, India has determined to export 6000 metric tons of rice to Sri Lanka.

7. Zachary G. Arens Roland T. Rust(2012) "The duality of decisions and the case for
impulsiveness metrics", consumer metrics help firms manage their performance and expect
economic conclusions. While many firms focus on consumer fulfilment metrics for this
reason, dual-process theories in psychology and neuroscience show that consumer decisions
are based on two [Link] propose that metrics which compute the impetuosity of
acquire decision might efficiently harmonise purchaser fulfilment metrics. In a series of
experiments we exhibit that approval and spontaneity metrics make distinct but strong
predictions of customer choices. Fulfilment and impulsiveness influence choice in different
ways. While impetuosity relates to choice honestly, the satisfaction-choice path is mediated
by loyalty intention. Moreover this relationship is reasonable by product participation such
that impulsiveness metrics provide an improved calculation for low-involvement than for
high- involvement situations. Finally, a field study of 750 customers of 101 firms express
these relationships at a firm level, indicating that satisfaction and impulsiveness metrics have
equally strong but distinct relationships with shareholder value. Therefore firms may be able
to take advantage from complementing consumer fulfilment metrics with consumer
impetuosity metrics.

8. Anna Kuikka, Tommi Laukkanen(2012) "Brand loyalty and the role of hedonic value”
The objective of this paper is to explore the antecedents of brand loyalty in the chocolate
market. A large sample of 808 effective responses was collected through an online
questionnaire that was posted on the Facebook wall of a Finnish confectionery company. A
model of four antecedents (brand satisfaction, brand equity, brand value, brand trust) leading
to two aspects of brand loyalty (behavioral loyalty, attitudinal loyalty) was constructed. The
moderating effect of consumers' hedonic value in the model was tested. Confirmatory factor
analysis was used to validate the constructs and multi-group structural equation modelling
was used to test the hypotheses.

26
 9. Daivata Chavan-Patil, "Colouring consumer’s psychology using different shades: The
role of perception of colours by consumers in consumer decision making process", Colour
plays an important role in activating emotion in people. The current research studied the role
of perception of colours in customer decision making process. The study focuses on how the
departmental stores by using dissimilar colours/colour combination in logo, the brand name,
the tagline, and the slogan reach to their audience. How are these colours interpreted by
audiences and do they have a positive or negative consequence on decision making? How do
customers recognize these messages and ultimately decide to make purchases into a particular
departmental store? Data collected from fifty respondents through an administered survey by
shapeless questionnaire method is analysed both quantitatively and qualitatively. The
sampling technique used is convenient sampling. The data collected is mostly primary in
nature. Major conclusions of the study were that colours do play an important role in
triggering emotions of the consumers. Consumers relate certain colours to socio economic
class and accordingly decide to choose their shopping place. They were also able to recall
departmental store names on the basis of colour/colour combinations. However, few
respondents agreed that colour does not play any important role in their decision making; it is
in fact the appearance, music played in the store, services offered by the store that help in
decision making.

10. Syeda Quratulain Kazmi (P.A.F Karachi institute of Economics And Technology,
Karachi, Sindh, Pakistan) (2012) Customer perception is basically an organism which
describes an individual’s perceived image which he expects from any product or service.
Observation can be changed or influenced by numerous factors: behaviour, children who are
in their teenage years prefer food with respect to food nutritious as well as three factors that
play a very important role, home environment, school and social gatherings.

27
 CHAPTER: 3
RESEARCH METHODOLOGY

28
 Research methodology
Research methodology is a way to systematically solve research problems. It includes the
various methods and techniques for conducting research “Marketing research is a systematic
design, collection , analysis and reporting of data and finding relevant solutions to a specific
problem. The purpose of research is to discover the answer to the questions through the
specific procedure. Methodology can properly refer to the theoretical analysis of the methods.
Appropriate to the field of study or to the body of methods and principles particular to the
branch of knowledge. In this sense, one may speak of objections dealing with the
appropriations of the method used or of methodology. In recent days however methodology
has been increasingly used as a pretentious substitute for method in scientific and technical
context. Research methodology is a way to systematically solve research problems. When we
talk we not only talk about research methods but also about the logic behind the method used
in the context of our research. That's why our research results are capable of being evaluated
either by the researcher himself or by others. The purpose of this section is to describe the
methodology carried out to complete the work. The methodology plays a dominant role in
any research work.

Research Design

A research design is the set of methods and procedures used in collecting and analysing
measures of the variable specified in the research problem. The design of the study type
(descriptive, experimental, review etc) research design is the framework that has been created
to research using particular research methodology. Every research has a list of research
questions which need to be evaluated-this can be done with research design.

Problem or Title

Study on market strategies of Nestle with special reference to advertising strategy.

Significance

Every research which has been conducted has a significant or importance for which the
research is done. In our survey the main significance is to study the market strategies of
Nestle with special reference to its advertising strategies.

29
 Research Gap

All the researches done till now are on either the consumer awareness of Nestle, or
purchasing behavior of people of Nestle, comparison of different Nestle Products with
different competitors, but study on market strategies with special reference to advertising
strategies has not been done before. Thus the research gap here is the market strategies of
Nestle with special reference to advertising strategies.

OBJECTIVES

● To study the current market condition track the performance and lay down the
strategies for successful marketing of Nestle.

● To examine the marking strategies of Nestle India to tackle the stiff competition.

● To examine the effectiveness of advertising strategies of Nestle.

Source of Data

While deciding about the data methods of data collection to be used for the study.
First of all, the source of data collection must be clear. There are mainly two sources
of data.
● Primary data
● Secondary data

Primary data
Primary data are those which are collected fresh for the first time and that too directly
from the respondent for seeking the problem solution. The data has been obtained
directly from individuals.

Secondary data
Secondary data are those which have been already collected by someone else for
some other research problem solution. This data has already been passed through the
statistical process. These sources mainly include Books, sources, journals. In the
project report the data used in research is primary data and is collected from the
respective sources i.e Respondent using the questionnaire to record the response.

30
 SCOPE

The scope of the study is to know about the market and advertising strategies of Nestle
Company in India.

SAMPLING PLAN

Sampling unit
Sampling unit is the consumer of Nestle in India. The sampling unit of our study is the people
who consumed Nestle products.

Sampling size
Sample size plays a vital role in any research. Sample size refers to the number of items
selected from the universe to form a sample. Sample size is the number of elements to be
included in a study. Keeping in mind all the constraints 111 respondents were selected.

Sampling Methods

There are various methods of sampling in my project study. I have chosen probability
sampling method. I have taken simple random sampling for this study. I have prepared a
simple questionnaire to collect the information from the respondents.

Data collection Method

Data collection is done in many ways. Some are mentioned below:

➢ Observation method

➢ Questionnaire method

➢ Interview method

In my project study, I have selected a questionnaire method for collecting data.

31
 Data analysis and Interpretation

In my project I have done descriptive analysis of demographic profiles. The other data
collected and have represented it graphically using pie and bar graphs.

MISSION STATEMENT:

Nestle is the world's leading nutrition, health and wellness company. The mission of "Good
Food, Good Life" is to provide consumers with the best tasting, most nutritious choices in a
wide range of food and beverage categories and eating occasions, from morning to night.

VISION:

To be a leading, competitive, Nutrition, Health and Wellness Company delivering improved

shareholder value by being a preferred corporate citizen, preferred employer, preferred
supplier selling preferred products.

32
 CHAPTER: 4
DATA ANALYSIS

33
 Descriptive analysis

Descriptive statistics are used to describe the basic features of the data in a study. They
provide simple summaries about the sample and the measures. Together with simple graphics
analysis, they form the basis of virtually every quantitative analysis of data.

Descriptive Statistics are used to present quantitative descriptions in a manageable form. In a

research study we may have lots of measures. Or we may measure a large number of people
on any measure. Descriptive statistics help us to simplify large amounts of data in a sensible
way. Each descriptive statistic reduces lots of data into a simpler summary. Descriptive
statistics are just descriptive. They do not involve generalizing beyond the data at hand.
Generalizing from our data to another set of cases is the business inferential statistics.
Descriptive statistics help to describe and understand the features of a specified data set by
giving short summaries about the sample and measures of the data.

34
 Demographic profile

AGE GROUPS

Particulars Frequency Percentage

15-25 102 91.90%
25-35 7 6.30%
35-45 1 0.90%
Above 45 1 0.90%

According to the above analysis it is concluded that I have surveyed 111 respondents out of
which 102,7,1,1 belongs to 15-25, 25-35, 35-45, above 45 respectively.

35
 GENDER

Particulars Frequency Percentage

Female 48 43.2%
Male 63 56.8%

According to the above analysis it is concluded that I have surveyed 111 respondents out of
which 48 are females and 63 are males.

36
 QUALIFICATIONS

Particulars Frequency Percentage

Under-graduate 78 69.4%

Graduate 16 14.4%

Post-graduate 11 9.9%

Others 6 6.3%

37
 According to the above analysis it is concluded that I have surveyed 111 respondents out of
which 69.4% respondents are under graduate, 14.4% are graduate, 9.9% are post graduate and
6.3% belong to others.

OCCUPATION

Particulars Frequency Percentage

In service 8 7.2%
Homemaker 0 0
Student 92 82.9%
Own business 11 9.9%

As shown in the above chart, the majority of respondents are students i.e. 82.9%, 7.2% in
service, 0% homemaker and 9.9% are engaged in their own business.

38
 MONTHLY INCOME

Particulars Frequency Percentage

Less than 10000 14 12.7%
10000-25000 11 10%
25000-50000 13 11.8%
Dependent 72 65.5%

According to the above analysis it is concluded that I have surveyed 111 respondents out of
which 12.7% respondents are earning less than 10000, 10% are earning 10000-25000, 11.8%
are earning 25000-50000 and 65.5% are dependent.

39
 MARITAL STATUS

Particulars Frequency Percentage

Unmarried 106 95.5%
Married 5 4.5%

According to the above analysis it is concluded that I have surveyed 111 respondents out of
which 95.5% respondents are unmarried and 4.5% are married.

40
 Numbers of members in the family

Particulars Frequency Percentage

2 to 4 63 56.8%
4 to 6 35 31.5%
6 to 8 5 4.5%
More than 8 8 7.2%

According to the above analysis it is concluded that I have surveyed 111 respondents out of
which 56.8% have 2 to 4 members in the family , 31.5% have 4 to 6, 4.5% have 6 to 8 and
7.2% have more than 8 members in the family.

41
 Do you know Nestle?

Particulars Frequency Percentage

Yes 108 98.2%
No 2 1.8%

According to the above analysis it is concluded that I have surveyed 111 respondents out of
which 98.2% of respondents know Nestle and 1.8% don't know about Nestle.

42
 Do you like Nestle?

Particulars Frequency Percentage

Yes, very much 55 49.5%
Yes, somewhat 48 43.3%
No, rather not 3 2.7%
No, not at all 5 4.5%

This table clearly indicates that out of 111 respondents 49.5% of people like Nestle very
much. 43.3% of people like Nestle somewhat. 2.7% of people don't like Nestle too much.
4.5% of people don't like Nestle at all.

43
 Have you ever purchased products from Nestle or its subsidiaries in the last
four weeks?

Particulars Frequency Percentage

Yes 62 55.9%
Don't know, probably yes 17 15.3%
Don't know, probably no 13 11.7%
No 19 17.1%

This table clearly indicates that out of 111 respondents 55.9% of people purchased products
from Nestle or its subsidiaries in the last four week. 15.3% of people don't know but probably
yes. 11.7% of people don't know but probably no. 4.5% of people don't purchase.

44
 How many brands of Nestle do you know?

Particulars Frequency Percentage

4-5 81 74.3%
6-10 20 18.3%
11-20 3 2.8%
More than 20 5 4.6%

According to the above analysis it is concluded that I have surveyed 111 respondents out of
which 74.3% of respondents know about 4-5 brands of Nestle, 18.3%know 6-10, 2.8% know
11-20 and 4.6% know more than 20.

45
 Does the company’s image play a role in your purchase decision?

Particulars Frequency Percentage

Yes, very much 69 62.2%
No, rather not 12 10.8%
Yes, somewhat 25 22.5%
No, not at all 5 4.5%

This table clearly indicates that out of 111 respondents 62.2% of people think that a
company's image plays a role in their purchasing decision very much.10.8% people think that

46
 a company’s image rather not plays a role in their purchasing decision. 22.5% people think
that yes,somewhat a company’s image plays a role in their purchasing decision and only
4.5% people think that a company’s image does not play a role in their purchasing decision.

How do you see Nestle company as ?

Particulars Frequency Percentage

Baby food company 13 11.7%
Cereals company 4 3.7%
Coffee company 54 48.6%
Chocolates company 40 36%

47
 According to the above analysis it is concluded that I have surveyed 111 respondents out of
which 11.7% of respondents see Nestle company as a Baby food company, 3.7% as a Cereals
company , 48.6% as a Coffee company and 36% as a chocolate company.

Which is the most preferable brand that you stock of chocolates?

Particulars Frequency Percentage

Amul 16 14.7%
Cadbury 46 42.2%
Nestle 47 43.1%
Others 0 0%

48
 According to the above analysis it is concluded that I have surveyed 111 respondents out of
which 14.7% of respondents stock Amul chocolates, 42% stock Cadbury, 43.1% stock
Nestle.

Which is your favourite chocolate from Nestle?

Particulars Frequency Percentage

Milky bar 32 29.1%
KitKat 76 69.1%
Garoto 1 0.90%
Aero 1 0.90%

49
 According to the above analysis it is concluded that I have surveyed 111 respondents out of
which 29.1% of respondents like Milkybar , 69.1% like Kitkat , 0.90% like Garoto and 0.90%
like Aero.

According to you, which is the most preferred chocolate after Nestle?

Particulars Frequency Percentage

Cadbury 93 83.8%
Amul 18 16.2%

50
 This table clearly indicates that out of 111 respondents 83.8% of people prefer Cadbury after
Nestle and only 16.2% prefer Amul after Nestle.

What do you like, Maggi or Top Ramen?

Particulars Frequency Percentage

Maggi 106 96.4%
Ramen 4 3.6%

51
 This table clearly indicates that out of 111 respondents 96.4% of people like Maggi and only
3.6% of people like Ramen.

What do you prefer?

Particulars Frequency Percentage

Coffee 48 43.2%
Tea 24 21.6%
Both 39 35.1%

52
 This table clearly indicates that out of 111 respondents 43.2% of people prefer Coffee, 21.6%
prefer Tea and 35.1% prefer Both.

How many members of your family prefer to have coffee?

Particulars Frequency Percentage

1 34 30.6%
2 31 27.9%
3 25 22.5%

53
 All 21 18.9%

This table clearly indicates that out of 111 respondents 30.6% of the respondents have one
member in the family who prefers coffee , 27.9%of the respondents have 2, 22.5% of the
respondents have 3 and 18.9% of the respondents have all the members in the family who
prefers coffee.

Which coffee brand do you prefer?

Particulars Frequency Percentage

Nescafe 98 88.29%
Bru 10 9.01%
Others 3 2.70%

54
 This table clearly indicates that out of 111 respondents 88.9% of people prefer Nescafe,
9.01% prefer Bru and 2.70% prefer other brands.

Which brand of mineral water do you purchase more often?

Particulars Frequency Percentage

Nestle pure life 22 19.8%
Aquafina 16 14.4%
Kinley 66 59.5%

55
 Others 7 6.3%

This table clearly indicates that out of 111 respondents 19.8% of the respondents use Nestle
pure life, 14.4% use Aquafina, 59.5% use Kinley and 6.3% use other brands.

What is your overall opinion of “Nestle pure life”?

Particulars Frequency Percentage

Excellent 37 33.3%
Good 56 50%
Neutral 16 14.8%

56
 Bad 2 1.9%

This table clearly indicates that out of 111 respondents 33.3% have excellent experience of
Nestle pure life, 50% have good, 14.8% have neutral affect and 1.9% have bad experience.

Which product of Nestle do you like most?

Particulars Frequency Percentage

Confectionery 36 32.1%
Milk products 52 46.8%
Beverages 22 20.2%

57
 Others(Coffee) 1 0.90%

This table clearly indicates that out of 111 respondents 32.1% like confectionery products of
Nestle, 46.8% like milk products, 20.2 like beverages and 0.90% like other products.

Which mode of advertisement influences you most to buy a particular

product?

Particulars Frequency Percentage

Newspaper 7 6.7%
Radio 2 1.8%

58
 Television 89 84.8%
Others 7 6.7%

As per the table above, 6.7% of the respondents chose Newspaper mode, 1.8% chose radio,
84.8% selected television mode and 6.7% of the respondents chose other mode of Nestle
advertisements as most influential.

Which of the following reasons would you purchase Nestle products for?

Particulars Frequency Percentage

Quality 96 87.3%
Price 23 20.9%
Image 16 14.5%

59
 I don't buy anything from nestle 4 3.6%

Others 0 0%

This table clearly indicates that out of 111 respondents 87.3% of the respondents are
influenced by the quality, 20.4% are influenced by the price of the product, 14.5% choose the
image and 3.6% of the respondents do not buy the products from Nestle.

Which of the following would be a reason not to buy a product from

Nestle?

Particulars Frequency Percentage

Quality 14 13%
Price 18 16.7%
Image 16 14.8%

60
 There is no reason not to 60 55.5%
buy product from Nestle

This table clearly indicates that out of 111 respondents 13% of the respondents do not buy
Nestle products due to quality, 16.7% due to price of the product, 14.8% choose the image
and 55.5% of the respondents have no reason not to buy products from Nestle.

Please rate the appearance of our store

Particulars Frequency Percentage

Excellent 42 38.2%
Good 65 59.1%

61
 Bad 3 2.7%

This table clearly indicates that out of 111 respondents 38.2% of respondents have excellent
experience of appearing in our store, 59.1%of respondents have good and 2.7% of
respondents have bad experience.

Thinking of similar products offered by the other companies, how would

you compare the product offered by our company

Particulars Frequency Percentage

Much better 44 40%
Somewhat better 41 37.3%

62
 About the same 14 12.7%
Must worse 0 0%
Don't know 11 10%

This table clearly indicates that out of 111 respondents 40% of the respondents see our
product much better than other companies product , 37.3% see it as somewhat better, 12.7%
see it about the same and 10% of the respondents do not know.

How reasonable do you find our rates to be?

Particulars Frequency Percentage

Very reasonable 25 22.7%
Reasonable 43 39.1%

63
 Average 32 29.1%
High 6 5.5%
Unreasonable 4 3.6%

From the above table 22.7% of the respondents find our price very reasonable, 39.1% of the
respondents find it reasonable, 29.1% of the respondents find it average, 5.5%of the
respondents find it high and 3.6% of the respondents find it unreasonable.

How satisfied are you with the product

Particulars Frequency Percentage

Very satisfied 27 24.5%
Satisfied 59 53.7%

64
 Neutral 21 19.1%
Very dissatisfied 1 0.9%
Dissatisfied 2 1.8%

From the above table 24.5% of the respondents are very satisfied, 53.7% of the respondents
are satisfied, 19.1% of the respondents have a neutral effect, 0.9% are very dissatisfied and
1.8% are dissatisfied regarding Nestle Products.

Would you use our product in future?

Particulars Frequency Percentage

Yes 91 82.7%

65
 No 16 14.5%
May be 3 2.8%

From the table, 82.7% of the respondents consider buying Nestle products in future ,16% do
not consider buying the product in future while 2.8% of the respondents aren’t sure regarding
their future purchase.

Findings of the Study

The study revealed the following findings:

66
 ● We interpret that almost all of the respondents were aware of Nestle.
● By this we interpret that the majority of respondents use Nestle products.
● The figures show that most of the people get influenced by the product
which is marketed through advertising.
● The integration is that maximum people use Nestle products.
● The figure shows that most of the respondents like Nestle products.
● We interpret that the majority of people buy a product after seeing their ads.
● We interpret that respondents find social media ads informative for them for buying
products.
● We interpret that most of the respondents think that Nestle marketing will flourish in
the future.

Fulfillment of objectives

[Link] Objectives Fulfilled or not fulfilled

67
 1. To study the marketing strategies of Fulfilled
Nestle
2. To study the advertising strategies of Fulfilled
Nestle
3. To study the marketing strategies of Fulfilled
Nestle with special reference to
advertising strategies

The first objective is to study the marketing strategies of Nestle. This objective gets fulfilled,
as from the analysis of the survey we come to know about the consumers taste and
preferences according to which marketing strategies are made.

The second objective is to study the advertising strategies of Nestle. This objective is also
fulfilled in this study. When the survey was conducted all the people were asked about the
mode of advertisement that influences you most to buy a particular product on the basis of
this the advertising strategies are made.

The third objective is to study the marketing strategies of Nestle with special reference to
advertising strategies. This objective is again fulfilled.

68
 Conclusions, Recommendations
& Limitations

Conclusion

69
 The Nestle is famous for the taste and preference among customers and the entire respondents
is aware about the Nestle through internet, advertisement, boarding and TV commercials.
Nestle got a good brand identity and brand loyalty from the customers. Consumers are
willing to pay the amount for the Nestle products. In addition we can say that Nestle is good
in the market and has a bright growth in the future. With the growing competitions in the
market with domestic and international brands complexing the marketplace, each company is
adopting innovative strategies to make the customers loyal and satisfied. Nestle has managed
to keep its customers in touch by providing them according to their needs and taste.

Hence, overall we conclude that Nestle has a very good image in the minds of people
regarding the products and value it provides and are satisfied with them, but when it comes to
comparison with others. Nestle is more preferred.

Recommendations

70
 Recommendations:

● Although the product line is very good & has good width & depth but NIL should try
to make stronger brand equity in Dairy products Amul is still the leader.
● It should work more on the concept of CRM (making new customers and retaining old
ones).
● Cash discounts must be given.
● More competitive pricing to be done in the premium segment.
● Increase their sales force to make more frequent visits to the sales person.
● Should also look for rural markets.
● Quick handling of problems of stockiest & dealers.
● Segmentation & target market selection.
● Assembling the marketing mix.
● Online ordering facility and electronic payment through websites can save a lot of
time.

71
 LIMITATIONS OF THE STUDY

Due to constraints of time and resources. The study is likely to suffer from certain limitations.
Some of are mentioned here under so that the findings of the study may he understood in a
proper perspective

The limitations of the study are:

● Hard enough to fetch information it was not an easy task to get information from
people using various social media apps . People were not always open and
forthcoming with their views, even agitated and not disclosing

● Scope of the study is limited because of limited time.

● This study is based on the assumption that perceptions are true and factual although
at times that may not be the case.

● Though every care has been taken to eliminate such biases, considering the human
factor the possibility of small bias having come up cannot be ruled out altogether.
Consumer behaviour is dynamic in nature and thus over the time, finding of today
may become invalid tomorrow.

● The sample size taken is small and may not be sufficient to predict the result with
100% accuracy and hence findings may not be generalized.

● It was difficult to find respondents as they were busy in their schedule and collection
of data was very difficult. Therefore the study had to be carried out based on the
availability of respondents.

● Some of the respondents were not ready to fill the questionnaire and some of them
were not ready to come out openly.

72
 Bibliography

73
 Bibliography

REFERENCES

● Kotler Phillip,”Marketing management”- 2006[12th edition]

● Singh Para pal “Service Marketing”-2008 [11th edition]

● Russell S. Winer & Donald J. Rehmann, “Analysis for Marketing Planning”-2007

[7th edition]

● Lean G. Sehiffman and Leslic lazan Kanuk. “Consumer behaviour”-2006 [6th edition]

WEBSITES

● [Link]
● [Link]
● [Link]
● [Link]
● [Link]

74
 ANNEXURES
Market strategies of Nestle with special reference to advertising strategy.

75
 QUESTIONNAIRE
I am Simran Kalra, pursuing BBA in DAV College, Abohar. I am doing a study on marketing
strategies of Nestle with special reference to its advertising strategies. This survey is part of
my project report and the information which is asked would remain completely confidential
and would be used only for this survey purpose.

Email* _________________

Q1) Demographics

(1.1) Name ___________

(1.2) Age

● 15-25
● 25-35
● 35-45
● Above 45

(1.3) Gender

● Male
● Female

(1.4) Qualification

● Undergraduate
● Graduate
● Post graduate
● Other…

(1.5) Occupation

● In service
● Homemaker
● Student
● Own business

76
 (1.6) Monthly income

● Less than 10000

● 10000-25000
● 25000-50000
● Dependent

(1.7) Marital status

● Married
● Unmarried

(1.8) Number of member in the family

● 2 to 4
● 4 to 6
● 6 to 8
● More than 8

2) Do you know Nestle?

● Yes
● No

3) Do you like Nestle ?

● Yes, very much

● Yes, somewhat
● No, rather not
● No, not at all

4) Have you purchased products from Nestle or its subsidiaries in the last four weeks ?

● Yes
● Don’t know, probably yes
● Don’t know, probably no
● No

5) How many brands of Nestle do you know?

● 4-5
● 6-10

77
 ● 11-20
● More than 20

6) Does the company’s image play a role in your purchase decision?

● Yes, very much

● No, rather not
● Yes, somewhat
● No, not at all

7) How do you see Nestle company as?

● Baby food company

● Cereals company
● Coffee company
● Chocolates company

8) Which is the most preferable brand that you stock of chocolates?

● Amul
● Cadbury
● Nestle
● Other…

9) Which is your favourite chocolate from Nestle?

● Milky bar
● KitKat
● Garoto
● Aero

10) According to you, which is the most preferred chocolate after Nestle?

● Cadbury
● Amul

11) What do you like, Maggi or Top Ramen?

● Maggi
● Top Ramen

12) What do you prefer?

● Coffee
● Tea

78
 ● Both

13) How many members of your family prefer to have coffee?

● 1
● 2
● 3
● All

14) Which coffee brand do you prefer?

● Nescafe
● Bru
● Other…

15) Which brand of mineral water do you purchase more often?

● Nestle pure life

● Aquafina
● Kinley
● Other…

16) What is your overall opinion of “Nestle Pure Life”?

● Excellent
● Good
● Neutral
● Bad

17) Which product of Nestle do you like most?

● Confectionery
● Milk products
● Beverages
● Other…

18) Which mode of advertisement influences you most to buy a particular product?

● Newspaper
● Radio
● Television

79
 ● Other…

19) Which of the following reasons would you purchase Nestle products for?

● Quality
● Price
● Image
● I don’t buy anything from Nestle
● Other…

20) Which of the following would be a reason not to buy a product from Nestle?

● Quality
● Price
● Image
● There is no reason, not to buy product from Nestle
● Other…

21) Please rate the appearance of our store

● Excellent
● Good
● Bad

22) Thinking of similar products offered by the other companies, how would you compare
the product offered by our company

● Much better
● Somewhat better
● About the same
● Must worse
● Don’t know

23) How reasonable do you find our rates to be?

● Very reasonable
● Reasonable
● Average
● High

80
 ● Unreasonable

24) How satisfied are you with the product

● Very satisfied
● Satisfied
● Neutral
● Very dissatisfied
● Dissatisfied

25) Would you use our product in future?

● Yes
● No

81