Marketing Research- Nestle Juices

TABLE OF CONTENTS
TABLE OF CONTENTS..........................................................................................1 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..........................................................................................................................7 CUSTOMER ATTITUDES..................................................................................................................7 NESTLÉ’S CONCERN............................................................................................8 MARKETING MIX.................................................................................................8 PRODUCT.................................................................................................................................9 PRICE.....................................................................................................................................9 PLACE.....................................................................................................................................9 PROMOTION...............................................................................................................................9 TARGET MARKET................................................................................................9 COMPETITORS..................................................................................................10 COMPETITOR ANALYSIS................................................................................................................11 Shezan All Pure..............................................................................................................11 Minute Maid...................................................................................................................11 Haleeb Good Day...........................................................................................................11 11.0. INFORMATION NEEDS...............................................................................11 SYNOPSIS........................................................................................................11 RESEARCH QUESTION.......................................................................................12 6.0. HYPOTHESIS..............................................................................................13 7.0. RESEARCH OBJECTIVE................................................................................13 EXPLORATORY RESEARCH.................................................................................14 FOCUS GROUPS........................................................................................................................15 Details Of First Focus Group..........................................................................................16 Details Of Second Focus Group......................................................................................16 Details Of Third Focus Group.........................................................................................16 Questions to Be Asked During Focus Group Discussion.................................................16 IN-DEPTH INTERVIEWS.................................................................................................................17 Proposed Interviewee 1 ................................................................................................17 Proposed Interviewee 2.................................................................................................17 Proposed Interviewee 3 ................................................................................................18

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Marketing Research- Nestle Juices
Questions To Be Asked From Management...................................................................18 Questions To Be Asked from Retailers and Wholesalers................................................18 LITERATURE SEARCH...................................................................................................................19 Haleeb Good Day...........................................................................................................19 Shezan All Pure..............................................................................................................20 FOCUS GROUPS DETAILS..................................................................................20 GOALS TO BE ACHIEVED THROUGH FOCUS GROUP..................................................................................20 PROCEDURE USED TO PLAN FOCUS GROUP ..........................................................................................20 REASON FOR CONDUCTING THREE FOCUS GROUPS...............................................................................20 FOCUS GROUP 1...............................................................................................21 KEY FINDINGS OF FOCUS GROUP 1................................................................................................22 FOCUS GROUP 2...............................................................................................23 KEY FINDINGS OF FOCUS GROUP 2................................................................................................24 FOCUS GROUP 3...............................................................................................25 KEY FINDINGS OF FOCUS GROUP 3................................................................................................27 SUMMARY OF FOCUS GROUP FINDINGS.............................................................................................28 LIMITATIONS OF FINDINGS............................................................................................................29 IN-DEPTH INTERVIEWS.....................................................................................29 INTERVIEW # 1........................................................................................................................29 Results of Interview Conducted At NESTLE....................................................................29 INTERVIEW # 2........................................................................................................................31 Findings Of Interview Conducted At AL FATAH..............................................................31 INTERVIEW # 3........................................................................................................................32 Findings Of Interview Conducted At HKB.......................................................................32 INTERVIEW # 4........................................................................................................................32 Findings Of Interview Conducted At Metro.....................................................................33 INTERVIEW # 5........................................................................................................................33 Findings Of Interview Conducted At Small Retailers......................................................33 SUMMARY...............................................................................................................................33 INTERVIEW # 6........................................................................................................................33 Findings of Interview Conducted At NESTLE..................................................................34 LITERATURE SEARCH........................................................................................34 Minute Maid...................................................................................................................35 Haleeb Good Day..........................................................................................................35 Shezan All Pure.............................................................................................................35 DATA COLLECTION............................................................................................36 SURVEY METHODOLOGY...................................................................................36 CONSUMER ANALYSIS.......................................................................................39 ANALYSIS OF RESPONSES TO GENERAL QUESTIONS ..............................................................................39 Gender..........................................................................................................................39 Age................................................................................................................................40 Residential Area............................................................................................................42 Income Bracket.............................................................................................................43 Degree of Liking Nestle Juice.........................................................................................44 What Flavor do you Like The Most.................................................................................45 Price..............................................................................................................................46 Packaging......................................................................................................................47

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Marketing Research- Nestle Juices
Quality...........................................................................................................................48 Taste.............................................................................................................................49 Sugar Content...............................................................................................................50 Advertisment.................................................................................................................51 Appealing Advertisement..............................................................................................52 Frequency of Consuming Nestle Orange Juice...............................................................53 Purchase of Juices..........................................................................................................54 Frequescy Of Consuming on Daily Basis........................................................................55 Choice of Barand If Nestle Orange Juice Is Not Available...............................................56 Latest Add of Nestle Orange Juice.................................................................................57 CONCLUSION ...........................................................................................................................58 CROSS TABS...........................................................................................................................59 EFFECT OF INCOME ON CONSUMPTION OF JUICE ..........................................................59
Analysis....................................................................................................................................59 Results.....................................................................................................................................60 Analysis....................................................................................................................................60 Results.....................................................................................................................................61 Analysis....................................................................................................................................61 Results.....................................................................................................................................63 Analysis....................................................................................................................................64 Results.....................................................................................................................................65 Analysis....................................................................................................................................66 Results.....................................................................................................................................66 Analysis....................................................................................................................................67 Results.....................................................................................................................................68 Analysis....................................................................................................................................69 Results.....................................................................................................................................70 Analysis....................................................................................................................................71 Results.....................................................................................................................................72 Analysis....................................................................................................................................73 Results.....................................................................................................................................73

Effect Of Gender On Degree Of Liking Nestle Orange Juice...........................................60 Effect Of Age On Consumption Of Nestle Orange Juice..................................................61 Effect Of Taste On Consumption Of Nestle Orange Juice...............................................63 Effect Of Price On Consumption Of Nestle Orange Juice................................................65 Effect Of Advertisement On Consumption Of Nestle Orange Juice.................................66 Effect Of Liking Nestle Juice On Liking Nestle Orange Juice...........................................68 Effect Of Taste on Degree of Liking Shezan...................................................................70 Satisfaction of Consumers with the Packaging of Nestle Orange Juice..........................72

RETAILER ANALYSIS.........................................................................................74 ANALYSIS OF RESPONSES TO GENERAL QUESTIONS ..............................................................................74 Location Of Retailers.....................................................................................................74 Degree Of Satisfaction with Packaging Of Nestle Orange Juice......................................75 Major Competitors of Nestle Orange Juice.....................................................................76 Duration in Retail Business ...........................................................................................77 Regular Supply Of Nestle Orange Juice..........................................................................78 Affect of Price Change On Sales....................................................................................79 NESTLE CHILLERS..........................................................................................................80 Packaging of Nestle Juices which sells the most............................................................81 CONCLUSION.....................................................................................................................82 CROSS TABS...........................................................................................................................83 Preference of Retailers To Stock Nestle Orange Juice....................................................83 Preference By Retailers to Stock Shezan Orange Juice..................................................84
Results.....................................................................................................................................85 Analysis....................................................................................................................................86

Preference By Retailers to Stock Minute Maid Juice.......................................................86

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....................93 RECOMMENDATION......................................................................................................................................................................................................87 RELATION OF ADVERTISEMENT WITH SALE OF NESTLE ORANGE JUICE......................92 Effect of Sales of Nestle Orange Juice On Profit Margin................88 Result:...............................................................................................................................Nestle Juices Results....................................................................113 4 ..................................91 LIMITATION...............................................................................................................................94 CONCLUSION .....90 Effect Of Price Change On Profit Margin of Nestle Orange Juice.....................................................................................................................93 ........................................................................................................................87 Analysis............................................................................................102 REFERENCES................................................................................................................................................................................................................88 Analysis...........................................................97 RETAILER QUESTIONNAIRE.......................................................................89 Analysis.......................................................88 Effect of Sales of Shezan Orange Juice On Profit Margin...................................................................................................................90 Analysis..........92 Results......................................................................................................................................................................Marketing Research.......................95 CONSUMER QUESTIONNAIRE.......................................................................89 Results................................................................................................................................................................................................

The Company is engaged in manufacturing. and confectionery and culinary products. PRODUCTS MILK. chocolates. It operates in Sheikhupura. formerly known as Nestle Milkpak.A. raita. Kabariwala.. Nestle Pakistan Limited is a subsidiary of Nestle S. The company. It also offers infant cereals. yogurt. and cream. Islamabad and Karachi. ghee. The company offers milk.Marketing Research. was founded in 1979 and is based in Lahore. beverages.Nestle Juices ORGANIZATIONAL HISTORY Nestlé is a multinational packaged food company founded and headquartered in Switzerland. processing and sale of food products in Pakistan. juices. and instant drinks. Ltd. and bottled water in nonreturnable and bulk bottles for home and office delivery. It resulted from a merger in 1905 between the Anglo-Swiss Milk Company for milk products established in 1866 and the Farine Lactée Henri Nestlé Company set up in 1867. including UHT milk. dairy. prepared meals. and mints. breakfast cereals. such as noodles. and chilled dairy products. DAIRY AND CHILLED DAIRY  Nestle Nesvita  Nido  Neslac  Everyday  Yogurt  Fruit Yogurt  Raita  Milk Pak Cream  Milk Pak Desi Ghee BEVERAGES BOTTLED WATER  Nestle pure life NESTLE JUICES  Fruita vital  Guava 5 . Pakistan. such as coffee.

The profit and net profit margins remained stable.Marketing Research.Nestle Juices  Chonsa (mango)  Mango orange  Mango  Apple  Orange  Red Grape  Pineapple BABY FOOD  Cerelac PREPARED MEALS  Maggie 2Minutes Noodles BREAK FAST CEREALS  Nestle Cornflakes  Nestle Kokocrunch  Nestle Honey Stars2 CHOCOLATES & CONFECTIONARY  Nestle Kitakat and Kitakat Chunky CURRENT SITUATION The main aim of Nestle is to reach every single Pakistani. Nestle currently launched a new flavored juice in Pakistan that is Nestle Guvava in 2008. Overall profit margin showed a slight increase but a slight decline in gross profit margin was witnessed. PROBLEM STATEMENT “To know the reason of decline in sales of Nestle orange juice” 6 .

Total contribution of orange juice is 20% to revenue in the juices category. however the overall market share of juices is 60%. Only when one is in hurry one should go for processed juices.    7 . Another group of poeple suggests that instead of having packed juices one should go for natural ones with pulp and fibre etc. Last year growth in sales 20% • • This year growth in sales -1% As per the meeting with the Brand manager juices. Yet another really inflexible lot thinks that juices are made from concentrated stuff which as per them is not healthy at all. However. we got an insight about customer attitude.Nestle Juices SALES GROWTH Nestle orange juice has been a flagship brand of Nestle juices since years. As per the staff of Nestle. The factor and the feature that they are most concerned with is that is the juice 100% pure and healthy? The responses of prior studies reveal:  People actually think that fruit juices are not that great for them because of the fructose (fruit sugar). they are willing to spend more on their health and thus are willing to purchase imported juices regardless of the cost factor. CUSTOMER ATTITUDES The main concern that the consumer’s of Nestle Orange juices have regarding the juice is related to the purity of the juice.Marketing Research. poeple are getting diverted towards imported drink which includes orange juices as well. People receive Nestle juices to be better than imported juices. their sales declined to -1 % as compared to last year. they should skip juices altogether. And if they cannot get hold of fresh juices. They think that. They think that when this frustose is processed its pure sugar gets TERRIBLE for their health.So they should always go for fresh jucies regarless of the fact that they are in a hurry or not. product development etc. competitors. As people are getting more health conscious. that is much better for their health. So the solution to them is that if they want to have a taste of orange they should try having an actual orange because the fiber in the pulp skin and roughage will slow the absorbtion of the fructose.

this year the leading sales were taken by apple juice. Nestlé strives to increase this trust through its commitment to environmentally sound business practices. and further added vitamin C should have improved the sales. However this was not what actually happened. As mentioned earlier. nor there were any new competitors. the total contribution of orange juice for Nestle has been 20% until last year.Marketing Research. The availability of Orange Juice was perfect and there was not any such juice launched which could take away the share from orange juice. the results of the discussion were:  Nestle orange juice has always been the leading juice among all available nestle flavors. The overall trust of consumers in Nestlé’s brands and products comes from a quality image that has been continuously strengthened for over 130 years. However. We discussed several issues with them to get started with our research and to know what actually could be the reason behind declining sales. Nestle Orange has been their flagship brand since its introduction in the market. for some reason or the other. For this purpose Nestle:   Bases environmental claims in advertising. There were no quality issues with Nestle Orange juice. it showed leading sales. its top management and all subsequent lower level staff. promotional material. People at Nestle are really looking towards finding ways to bring their flagship brand back to the position it was holding for years. so it was surprising for the juices team to see negative sales. the sales drastically decreased from 20% to negative 1% from last year to current year.Nestle Juices NESTLÉ’S CONCERN For Nestle. being the pure orange juice with no artificial flavor.   MARKETING MIX The Marketing environment at Nestle focuses on the principle of satisfying consumer needs. due to changes in consumer’s attitudes. labeling and corporate communications on solid scientific evidence. 8 . in their juices category. selects materials and printing methods for merchandising materials such as: o consumer offers. This has been a major area of concern for the organization. According to the manager. However. o in-store promotions.

no artificial flavor added PRICE • • 1000 ml 200 ml Rs. leaflets and printed materials in light of environmental considerations. no preservatives. o Bill boards o Above The Line o Below The Line TARGET MARKET The target market of Nestle juices includes: 9 .Nestle Juices o Displaying materials. PRODUCT • • • Nestle Orange juice Flagship brand (number 1 brand in juices) 100% pure. 18 PLACE Available at all major cities such as o Lahore o Islamabad o Multan o Faisalabad o Gujranwala o Karachi PROMOTION • In order to promote their products Nestle Juices uses the following medium. 75 Rs.Marketing Research.

Marketing Research.Nestle Juices • • • • • Both male and female between the age group of 19-31 Health conscious people Socio eco class SEC A and B Urban areas Career oriented and life starters COMPETITORS • • • • Shezan All Pure Haleeb Good Day Minute Maid (Coco Cola) Other imported brands 10 .

90 HALEEB GOOD DAY Price = Rs. Nestle Juices). to get the information regarding the product in which company is currently facing problem. 35 Large Bottle = Rs. beverages. INFORMATION NEEDS We visited Nestle and interviewed Miss Beenish Pervaiz (Brand Manager. Product quality SYNOPSIS Nestlé is one of the world’s largest nutrition Company in Pakistan. and breakfast and confectionary items.0. It is catering milk products. 12 11. bottled water. juices.Nestle Juices COMPETITOR ANALYSIS SHEZAN ALL PURE Price (250ml) = Rs. 10 Price (1000 ml) = Rs. She told us about the declining sales of Nestle Orange Juice and asked us to provide the company the following information: • • • • • • • Study of specific areas which are the root cause of decline in sales To find the exact information regarding consumer ‘s taste and preferences Awareness of the brand in various socio economic classes and geographical areas To identify the correct target market What strategies competitors are using and how that can be tackled To find if there is problem with advertisement and promotion. 60 MINUTE MAID Small Bottle = Rs. food items.Marketing Research. 11 . Keeping the market taste in view Nestle has recently launched a new flavored juice product in Pakistan called Guava.

Haleeb Good Day and other imported brands. How important is the taste of Nestle Orange Juice important for the customer? 2. How strong are competitors in creating loyalty among their target market? 12 . The information needed to solve the research problem included information regarding marketing mix.Nestle Juices Nestle orange juice is the finest and 100% pure orange juice among all other brands and it’s a flagship brand among other Nestle juices. How much the advertising campaign influences the purchase decision of the consumer? 4. competitors. Nestle orange juice being the flagship brand showed declining sales this year which was the main area of concern for the Company.Marketing Research. The research problem that we were told by the Company was to know the reason of decline in sales of Nestle orange juice in Pakistan. How much consumers are wiling to pay for Nestle Orange Juice? 3. 1. customer taste preferences and lifestyles etc. Their msjor competitors are Shezan All pure. The price of Nestle Orange juice is competitive and they are using all sorts of advertisement material and concepts to target their markrt. The sales growth declined from 20% to -1% within this year. RESEARCH QUESTION Our research objectives will also include some questions through which we will try to solve our research problem. The market share of Nestle orange juice is 60%. What is the awareness level of Nestle Orange Juice among consumers? 5.

as tend to like sweet juices in Pakistan rather than pure orange taste. RESEARCH OBJECTIVE The research objectives of our project are as follows:  To know the buying preferences and purchasing habits of consumers buying Nestle Orange juice.0. Significant relationship exists between the Appealing Advertisement of Nestle Orange Juice and consumption of Nestle Orange Juice. A significant relationship exists between Taste and Degree of liking Shezan juice. A significant relationship exists between Nestle brand juices and preference to stock then by the Retailers. Degree of liking Nestle juice has any impact on the degree of liking Nestle orange juice.Nestle Juices 6. A significant relationship exists between gender and degree of liking of Nestle Orange Juice A significant relationship exists between age and consumption of Nestle Orange Juice Significant relationship exists between the Taste of Nestle Orange Juice and consumption of Nestle Orange Juice.Marketing Research. A significant relationship exists between the degree of satisfaction of consumers with the packaging of the Nestle Orange juice. Significant relationship exists between the Price of Nestle Orange Juice and consumption of Nestle Orange Juice.  To understand consumers taste preferences. There is a significant relationship between sales and appealing advertisement of Nestle Orange Juice.0. people bitter 13 . A significant relationship exists between the sales and the profit margin of Nestle Orange Juice A significant relationship exists between the price of the juice and the profit margin of Nestle Orange Juice 7. HYPOTHESIS The hypothesis that was formulated based on our research question are as follows: • • • • • • • • • • • • • Household income has significant impact on the consumption of Juices.

2. Currently we have three general hypotheses from which we have to establish priorities by exploring and developing relationships between different variables. Exploratory research will help us identify the research hypotheses.Marketing Research. Literature review.  To determine quality of Nestle Orange Juice. Hence.Nestle Juices  To analyze new competitors in the market to see whether they affect the sales of Nestle Orange Juices. 14 . Under the exploratory research we will have to conduct 1. Focus groups. it is of our benefit to start off the research process by conducting exploratory research. In-depth interviews and 3. EXPLORATORY RESEARCH Nestle juices has provided us the basis of their research concern to identify reasons behind the decline in the sales of Nestle orange juice in particular.  To collect specified product performance data for identifying retailers’ strengths and weakness which could serve as indicator for evaluating the performance of the Supply Chain of Nestle Orange juice.  To determine consumer awareness about the product  To analyze the process of distribution of Nestle juices and its availability in the market.  To analyze the effectiveness of promotion campaign of Nestle Orange Juice on consumers.

changes in buying preferences and other possible reasons which resulted in the decline in sales of nestle orange juice will be extracted out. Information regarding emerging competitors.31. The members of one focus group will be composed of 1. 3. There may be a difference of attitude with maturity between someone who is 20 and someone who is of 30 years of age. 15 . Their views and opinions about the taste preferences of the consumers will be exposed to us during the whole focus group sessions. 2.Marketing Research.25. A total of three focus groups have been planned in order to exchange ideas regarding reasons of decline in sales of nestle orange juice. changes in the marketing strategy. Housewives/working women We have selected two different focus groups with age brackets of 20-25 and 26-31 so as two know that whether the decline in sales is due to changes in taste preference with age. Age Group 26 . The third focus group we will conduct is with women so as to know the household consumption. Age group 20 .Nestle Juices EXPLO RATO RY RESEARCH LITERATURE SEARCH EXPERIENCE SURVEYS FO CUS G UPS RO Com pany’s Internal Records Beenish Pervaiz Brand Manger (Beverages ) Age G roup (20 – 25) Age G roup (26 – 31 ) Trade Literature Rooha Ham eed Training M anger Nestle W ebsite Brochures & O Store K Defence Housewives HKB Store Defence FOCUS GROUPS The purpose of conducting focus groups for our research project is to get an in depth insight of the problems associated with the decline in sales of Nestle orange juice.

Nestle Juices DETAILS OF FIRST FOCUS GROUP There will be 7-10 participants in first group. What are your likes and dislikes while purchasing orange juice? 16 . The reason behind the selection of participants in the first focus group between the age group of 20-25 is because this group consumer includes young professionals.Marketing Research. students and young home makers. This will help us understand the household consumption of Nestle Orange Juice. What is the most important attribute when you purchase a juice? 10. Which size do you prefer buying. preferably include housewives or working. The participants in their early twenties have a different approach towards life. Which appeals you the most when you buy a juice? 8. Why do you buy your preferred brand? 7. What is your second choice of brand? 6. 1000 ml or 200 ml? 9. both male and female. They have different taste preferences as compared to individuals in their early twenties. We have decided to carry out the focus groups so as to have a deep insight of the problem in different areas and in different age groups of people. Do you drink packaged juice? 2. DETAILS OF SECOND FOCUS GROUP There will be 7-10 participants in second group. Which Flavor do you buy? 3. The individuals in this focus group have entered into their professional life and are married. Which brand do you buy? 5. QUESTIONS TO BE ASKED DURING FOCUS GROUP DISCUSSION Details of questions to be asked in focus group: 1. DETAILS OF THIRD FOCUS GROUP The third focus group would be conducted with women only. as compared to participants in late twenties. What is your second choice of flavor? 4.

What differences do you find in both the brands? 16. sales manager. why? 15. Where do you purchase juice from? IN-DEPTH INTERVIEWS In-depth interviews were conducted to get the insight of retailers and consumers who are directly or indirectly influencing the level of sales of nestle orange juice.e.Marketing Research.. What do you like the best in orange juice? 13. wholesalers. Informal and unstructured interviews were conducted with the management of the company i. Sensory (taste. What are your reasons for usage of the appropriate brand of orange juice? a. Interviews were taken collectively by all of the group members. nutritious etc.) 14. Have you recently switched to another brand? If so. What is your consumption behavior (i. PROPOSED INTERVIEWEE 2 OK Store 2-U.) c. smell etc. you prefer in breakfast. lunch or dinner) 12. retailers etc. Questions were directed towards extracting as much information as possible regarding our proposed hypotheses. Functional (healthy. Group leader introduced the objective of the interviews and started off with the discussion question.Nestle Juices 11.e. Commercial Area 17 . PROPOSED INTERVIEWEE 1 Beenish Pervaiz Brand Manger (Beverages) Nestle Pakistan Purpose: Being the Brand Manger Beenish can give us an insight of the past and present situation of Nestle juices. Emotional (Quality) b. product manager and sales representatives.

Do health conscious people consume more Nestle orange juice? If yes. Are you improving. Is Nestle orange juice having competitive prices? 18 . What is the current market share of Nestle orange juice? 2. Is performance of sales representatives evaluated? 7. What is the maximum shelf life of Nestle orange juice? 2. Is sale of orange juice stagnant or declining? 3. PROPOSED INTERVIEWEE 3 HKB Y-Block.Nestle Juices DHA. Is Nestle orange juice production affected by the new launch by a competitor? 10. Is orange juice recommended by the doctors or health consultants? 12. What is the sales growth rate of Nestle orange juice as compared to last year? 8. Lahore. According to you when did the phase of decline started? 5. than why? 11. Commercial Area DHA. re-launching a new strategy to cope with the situation? 4. winters etc. Are health conscious people concerned about the high price of Nestle orange juice? QUESTIONS TO BE ASKED FROM RETAILERS AND WHOLESALERS 1. QUESTIONS TO BE ASKED FROM MANAGEMENT 1.) affect your sales? 9. Is the value delivery network properly observed? 6. Lahore Purpose: Interview of retailers was conducted to understand the sales side of Nestle Orange Juice directly from the retailer as the retailer is the one who is directly involve in the sale of the product with the customer.Marketing Research. Does environmental condition (summers. Purpose: Retailers have direct interactions with the consumers of Nestle orange juice so they can take direct customer feedback.

We will also collect a few brochures that Nestle Pakistan has printed and these brochures and pamphlets we will collect from Nestle office located in Lahore. Initially right after we discovered our underlying problem. for which we are conducting this marketing research. Is any special shelf placement is requested by the company? 6. which may help us in analyzing our problem..Nestle Juices 3.pk After we got familiar with the company and its product line we moved on to gathering information about our concerned product that is Nestle orange juice. in fact literature search was the very initial study that we began our project with. The website that turned out to be most helpful as far as gathering information of nestle was concerned was www. we started up with gathering data and statistics about the company i. How many wholesalers network are being dealt? 7. Haleeb Good Day orange juice gives the consumers the absolute delight in taste.Marketing Research. The material and details printed on these brochures etc shall also be of a great help and shall prove to be an important source for us for understanding the company. study balance sheets and income statements and other financial reports that we will find out on the web.nestle. 19 . Nestle itself. as it may help us analyze whether they are having an attractive marketing mix or not. Does any consumer complaint about the quantity of Nestle orange juice? 4. Literature search revealed that a few of our major competitors are: • • Shezan All pure Haleeb Good Day HALEEB GOOD DAY Haleeb Good Day offers 100% pure orange juices without any added sugar. On the web we found out who are the competitors of nestle in its juices line and more precisely in its orange juice. Another major area that literature search helped us with is gathering data regarding the competitors. As It had sales records of paste years which gave us an insight of trends of revenue. The most helpful document that we discovered was the annual report of Nestle for the year 2007. We used mostly the web for this purpose. Does company do in-store advertisement? 5. flavors or preservatives.com. You earn more profit on buying Nestle orange juice from wholesalers or direct from the company? LITERATURE SEARCH For our project Literature search is one of the key exploratory studies that we conducted. We will gather statistical data.e.

Nestle Juices and revitalizes them at the same time. FOCUS GROUPS DETAILS GOALS TO BE ACHIEVED THROUGH FOCUS GROUP Goals to be achieved through focus group discussion are the following. Humaira Waheed. where the respondents were called up. who gave us an insight of their likes and dislike about the orange juice. • • • • • To understand consumers taste preferences. which will help us in analyzing the different factors that have attributed to decline in sales of Nestle Orange Juice. REASON FOR CONDUCTING THREE FOCUS GROUPS Three focus groups were conducted. A sip of All Pure helps our taste buds embark on a magical journey filled with the sweetest fruit sensations. Thus. SHEZAN ALL PURE Shezan All Pure juices enrich our senses with the fresh taste of 100% pure orange juice. It is packed in a 6-layered Tetra Pack Brick Aseptic packaging. After the first focus group was conducted we analyzed the results of the responses that we got from the focus group participants. To determine consumer awareness about the product To determine quality of Nestle Orange Juice. To analyze the effectiveness of promotion campaign on consumers. Sarah Zahid 2. There were two moderators 1. After thorough analysis of the results we came to a conclusion that although the information gathered from the focus group was really useful and helpful but the information was not much diversified. in order to cater to this problem we planned for the second focus group whose results together with the first focus group 20 . The responses of the participants were not much detailed and were not elaborated much.Marketing Research. To know why consumer are switching to competitors brand Two focus groups were conducted with different consumers. PROCEDURE USED TO PLAN FOCUS GROUP Both The focus groups were conducted at Ayesha Noor’s place.

Marketing Research. We used different age groups for the purpose having an insight of the target markets changing opinions with age. to know about the household consumption of Nestle Orange Juice. The third focus group was conducted with women i. why? Where do you purchase juice from? FOCUS GROUP 1 LOCATION: START TIME: DURATION: MODERATOR: Ayesha Noor’s place 7:00 pm 45 minutes Sarah Zahid AGE Respondent A Respondent B Respondent C Hammad Ali Qadir 20 21 20 GENDER Male Male Male EDUCATION LEVEL BBA BBA BBA OCCUPATION Student Student Student 21 .Nestle Juices gave us a clear picture. the household heads who manage the house. The following question guide was prepared: • • • • • • • • • • • • • • • Do you drink/buy juices? Which Flavor do you buy? What is your second choice of flavor? Do you like orange juice? Which brand do you buy? What is your second choice of brand? Why do you buy your preferred brand? Which appeals you the most when you buy a juice? Which packaging do you prefer buying.e. 1000 ml or 200 ml? What is the consumption behavior? What is the most important attribute when you purchase orange juice? Your Likes/dislikes for orange juice? What do you like the best in orange juice? Have you recently switched to another brand? If so.

they said they hate it. B and C were not willing to have any other juice of orange juice was not available. What is your second choice of flavor In case of unavailability? Respondent A. respondent D liked mango juice. Likes and dislikes regarding orange juice Respondent A said he loves Nestle orange juice. B and C said that they would go for minute maid. F. B and C love to have orange juice. and respondent C was so excited that he started licking his lips that he just simple loves Nestle orange juice. F. and H would go for Shezan. G. G and H liked apple juice. respondent G would buy Mango. Why do you buy your preferred brand? Which appeals you the most when you buy a juice? What is the most important attribute when you purchase orange juice? Following results were seen: 22 . Respondents D. Do you like orange juice? Which brand do you buy? What is your second choice of brand? All of the respondents at once named Nestle.Nestle Juices Respondent D Respondent E Respondent F Respondent G Respondent H Faheem Ayesha Humaira Aleena Sonia 24 21 23 20 23 Male Female Female Female Female BSC BSC MBA MBA MSC Student Student Student Student Student KEY FINDINGS OF FOCUS GROUP 1 Which Flavor do you buy? Respondent A.Marketing Research. In contrast. in case of unavailability of Nestle Respondents A. respondent B had the same view. Respondent D would purchase apple if mango is unavailable. they would rather take water. rest of the respondents had high disliking for the Nestle Orange Juice. where Respondents E. However if apple juice is not available respondents E and F would buy grapes. and respondent H would buy Pineapple. E.

so he can’t resist having Orange juice. Respondent C said that Minute Maid is more affordable and comes in more quantity. the respondents said that they buy it from any small shop or retail store near to their place. respondent F and H go to Macro. Respondent B loves oranges simply. Respondent C said that it’s the packaging and quality which appeals him the most. However all respondents except respondent G said that their mothers buy the 1000 ml package when they buy their monthly grocery. Respondent A and B buy it from HKB. Respondent C. respondent E. Respondent A said he loves the bitter taste of the orange juice and the brand name as Nestle is the top brand. respondent G and H said if nestle is not available they would go for Shezan. Respondent B said that he likes the pulp in Minute Maid.B and C buy Nestle orange juice because it is a big company and they perceive it to be good quality. whereas. 1000 ml or 200 ml? In response to this question all respondents said that they buy 200 ml on daily basis. Consumption behavior pattern All the respondents have juice on a regular basis. where as Nestle Orange juice has less quantity and finishes soon. E and F were indifferent.Marketing Research. Respondents A and B look for taste and quality. also it is not as bitter as Nestle orange juice. The three respondents loved the taste of Nestle Orange Juice. D and E’s mothers go to Al-Fatah. FOCUS GROUP 2 LOCATION: START TIME: DURATION: Ayesha Noor’s place 5:00 pm 45 minutes 23 . Also 1000 ml is purchased by all respondents except respondent G. B. F. Respondent A. Have you recently switched to another brand? If so. but they do buy Minute Maid for a difference. However. and it is more in quantity. then why? Respondents A. F. Respondent A said that taste wise Minute Maid is good but quality and purity wise nestle Orange Juice is the best. Where do you purchase juice from? For this question. B and C responded that they have not switched permanently to Minute Maid. Respondent D. C and D buy the juices 3 to 4 times a day when they are out. Which packaging do you prefer buying. G and H at least take juice once in the entire day. Where respondents E.Nestle Juices Respondents A. G and H liked Nestle apple juice because they think it is more pure and also good in taste.

F and G liked orange juice. Respondents E and G like their brand because its Pakistani brand. Respondents D and F buy Nestle orange Juice whereas respondents E and G bought country high orange flavor. Respondents D and F said that brand name is what matters to them. B and C said that they like the taste of their brand and taste is what appeals to them the most. if they buy it for some reason they buy Shezan Orange Juice. E. 24 . Why do you buy your preferred brand? Which appeals you the most when you buy a juice? Respondents A. E. B and C said that they do not like orange juice. What would be your second choice of brand? None of them was willing to switch. respondent B and C purchase pineapple. D.Marketing Research. Do you like orange juice? Which brand do you buy? Respondent A. F and G buy orange juice. Respondents D. These responses were a real patriotic sort.Nestle Juices MODERATOR: Humaira Waheed AGE Respondent A Respondent B Respondent C Respondent D Respondent E Respondent F Respondent G Abid Zakir Hussain Asim Maria Mehar Beenish 28 28 30 25 26 28 25 GENDER Male Male Male Male Female Female Female EDUCATION LEVEL Masters Masters Masters Masters Masters MBA Masters OCCUPATION Senior Software Engineer CSR Management Trainee Officer Senior Associate Army Nurse Executive assistant Business Development Manager KEY FINDINGS OF FOCUS GROUP 2 Which Flavor do you buy? Respondent A likes Faalsa flavor.

1000ml is purchased by all respondents but on monthly basis. around 1 to times. B and C said that they have not switched to any brand. FOCUS GROUP 3 LOCATION: Chand’s place 25 . Respondent A said that he will never go for nestle as it has the worse taste and it tastes like medicine.Marketing Research. the bitter taste is what they really love. Whenever they feel like having a drink. 1000 ml or 200 ml? In response to this question all respondents said that they buy 200 ml packaging more frequently. Nestle Orange is actually a true orange juice. Respondent F and G said that they love the taste of Nestle orange Juice. Where do you purchase juice from? All the respondents said that they purchase it from their nearest stores. Respondent F and G said that they buy 4-5 1000ml package in a month. respondent F said the price should be not more than Rs. Respondents A. Have you recently switched to another brand? If so. The most important attribute identified by respondents D and E is that they wanted it to be really chilled to quench their thirst especially in the extreme weather prevalent in our country. B and C said that if they will buy orange juice they would prefer buying the one with good taste. Respondents E and G said that the important attribute for them is that it should be a Pakistani brand. Which packaging do you prefer buying. Respondents A. then why? Respondents D and E said that they have started switching to Minute Maid as it has a better taste and they like the pulp content in it. Respondents D and F said that they like orange juice especially nestle orange. respondent F and G said that they take juice whenever they feel thirsty. B and C said that they take juice daily.Nestle Juices What is the most important attribute when you purchase orange juice? What are your likes/dislikes for juice? What do you like the best in orange juice? Following results were seen: Respondents A. And they like the bitter taste of the juice. 15. Consumption behavior pattern Respondents D and E said that they take orange juice 3-4 times a day. Respondent G said that purity is what matters to her. He also said that they claim it a health drink but he always has an upset stomach and acidity after having Nestle Orange Juice.

Marketing Research.Nestle Juices START TIME: DURATION: MODERATOR: 5:00 pm 45 minutes Chandzaib RESPONDENTS 1 2 3 4 5 6 7 8 Respondent A Respondent B Respondent C Respondent D Respondent E Respondent F Respondent G Respondent H NAME Naleem Zubaida Shameem Aneela Sara Rabia Kausar Riffat AGE 40 43 45 32 30 39 48 34 GENDER Female Female Female Female Female Female Female Female OCCUPATION House wife House wife House wife House wife Working woman Teacher House wife House wife 26 .

she said her 2nd most choice will be mango. F and H said they’ll opt for shezan. 1000 ml or 200 ml? Respondent E said she’s a sales women so she drink it on daily basis (200ml pack). because their children think it tastes bitter. Respondent E and H love the price in the mean while respondent G added its packaging attribute.Marketing Research. and D and E said minute maid. Do you like orange juice? Which brand do you buy? What is your second choice of brand? All the respondents were in favor of nestle but Respondent B and G said they are a bit expensive. and H said they’ll prefer water. and Respondent G. what they say they provide it. D and F likes red grapes. respondent G and H said they highly likely to drink it twice a day during their lecture breaks(200ml pack).Nestle Juices KEY FINDINGS OF FOCUS GROUP 3 Which Flavor do you buy? Respondents E. Which packaging do you prefer buying. C. C. respondent A and B said some what they like. What is your second choice of flavor in case of unavailability? As told before Respondent E had some other preferences. respondent A liked pineapple and Respondent C was in love with chounsa. G and H were highly likely in favor of orange juice. Why do you buy your preferred brand? Which appeals you the most when you buy a juice? What is the most important attribute when you purchase orange juice? Following results were seen: Respondents E. Respondent B. G and H buy Nestle orange juice because of their tag line of “100% pure orange juice”. D and F were said they would like mango instead. G and H said they truly love Nestle orange juice. but Respondent E has some other preferences as well in the absence of orange juice she says “whatever is available on time”. Respondent C. respondent C. 27 . Respondent A and B said they’ll shift their choice to cold drink. they said they themselves love but to buy for home they prohibit. they said they don’t buy 1000ml for their family. where as C. In contrast respondent A and B said they love to buy orange juice. Liking towards Nestle Orange Juice Respondent E. that tetra shaped packing looks good. In case of unavailability they all gave different responses like A. D and F were not favor that much either. but it give the image of being less in quantity. D and F were somewhat in favor of buying. but we still buy.

D and F said they buy minute maid and Shezan for their house hold purposes but for themselves they prefer buying Nestle Orange juice (200ml pack). 28 . Also. Consumers think that the price is also high. Rest said from the place they do there grocery shopping. We also found out that those who take orange just simply love its bitter taste. Consumption behavior pattern Respondent E. SUMMARY OF FOCUS GROUP FINDINGS The Focus group revealed some of the very useful and interesting findings which can help us in identifying the solution to the problem. Where do you purchase juice from? Respondent E said she get served in her office. or whenever its served at someone else’s place. and rest said when they go out. Those who are moving away from Nestle orange juice are doing so because of its bitter taste. Also they doubt that although Nestle claims the juice to be 100% pure it is not the case in reality. We also found out that those who do not take Nestle Orange Juice or those who have switched to another brand is because of increasing price of Nestle Orange Juice and its bitter taste.Marketing Research. then why? None of the participant in the focus group had shifted to any other brand. Also some of the respondents proved to be more patriotic and didn’t like taking juice of any Multinational firm. The respondent G and H said whatever they find instead of Nestle. Consumers believe that the juice has artificial flavor and preservatives added to it as a few very prominent ingredients. they say Orange Juice tastes good when it is chilled.Nestle Juices D and F said their intake of Nestle orange juice if rare. Have you recently switched to another brand? If so. and also because as per the participants competitors’ are offering pure juice with a good taste and fair price. The focus group conducted with the decision making units for the households that is the Housewives. G and H take it on daily basis. Respondent C. whereas most of the times Nestle juices that are available are not fully chilled. Respondent A and B whenever they like. we found out that they prefer buying Cartons of Nestle Orange Juice on monthly basis in large packing’s for their family. Respondent A and B said they buy big pack of 1000ml on monthly basis. The respondent’s top of mind brand has always been Nestle. Respondent G and H said that they buy it from the nearby shops.

A juice has a six months shelf life. Nestle DATE: 28 -08-08 LOCATION: NESTLE RESULTS OF INTERVIEW CONDUCTED AT NESTLE Orange was our flagship brand last year.Marketing Research. After six months we claim that the content of vitamin C in the product decreases by approximately 10% as mentioned on the package. Aggressive price increase because of that people would want to buy imported brand Flavor fatigue in orange. The sales growth of Nestle orange juice increased at the decreasing rate last year. without thinking over it. Q What were the reasons for the decline in sales of Nestle juices? The reasons that might have caused the decline in sales of Nestle juice • • • The differentials between our Nestle orange juice and imported brand have decreased. In pure orange juice we are not adding any sugar or preservatives. Q How have you adapted to the change in sales growth of Nestle orange juice? Nestle adapted with the change in sales growth by fortifying our orange juice with vitamin C. IN-DEPTH INTERVIEWS INTERVIEW # 1 NAME: BEENISH PERVAIZ DESIGNATION: ASSISTANT BRAND MANAGER JUICES. In order to cater this issue Nestle fortified the juice and this resulted in the taste of Nestle orange juice to become bitter. 29 . As you go higher up to attain your goals your base gets smaller.Nestle Juices LIMITATIONS OF FINDINGS The focus group discussion tends to get biased as many respondents try to emphasize their opinion. When you have lots of consumer in the substantial market. the larger the base the more difficult to bring in the additional group. Some of the respondents take clue from ideas of others and agree to what others say. it could be more difficult to gain larger share within the portfolio.

because juices and nectars are profitable in case of value and drive of the company. 60% of consumer preferred our brand in blind test. None of our product is launched before 60/40 percent win. Q: Define SEC A and B The segmentation of class of consumers is done on social standing which includes • • Educational level Economic Status 30 . Consumer preferences and Chosen market segment for marketing effort. We had 71/29 percent win meaning that Shezan grapes had 29% and nestle red grapes had 71% win. Before the launce we have 50/40 win from consumer. After consumer research and reformulating we are re-launching Nestle orange juice in next year.Marketing Research. Q: Why do you conduct research after launch. thinking 100% as pure as 100% will be unethical. We are currently in the process of reformulating the product so in this process we’ll take old orange juice and will conduct 50-40 test. but for other flavors we did conduct a survey. Q: Have you ever conducted any survey to get feedback? In case of Nestle orange juice we haven’t conducted any survey. but the price will not be decreased. Haleeb and Shezan have maintained its prices.Nestle Juices Q: Why didn’t you go for marketing research after adding Vitamin C in it? The feedback that we gained was from sales. over competitive product like Shezan. We did conduct marketing research before launching chouynsa nectar and red grapes. In the new brand architecture launch we will eliminate the tag on Nestle orange juice that it is 100% pure. All juices like Nestle. Q: Do consumers perceive Nestle orange juice as 100% pure? A lot of people do. and bringing down it to the initial taste. why not before launch? Nestle does conduct marketing research before launch. Behaviors. What have you done in order to cater this issue? Minute maid has pulp but has 0% fruit content (zero %). Haleeb Good Day and our brand. Q: We conducted focus groups and results showed that minute maid is taking because of additional pulp. We did segmentation according to • • • • Consumer attitude.

Q: What is the scope of Nestle juices world wide Nestle juices caters 4 markets • • • • America Pakistan Thailand Malaysia Nestle has no international expertise on all the products that it caters. Most preferred Nestle juice is orange by the customers . Another reason for not increasing the packaging was that the small packaging is for trial generation. 25. INTERVIEW # 2 NAME: MUHAMMAD SHAFIQUE DESIGNATION: PURCHASE MANAGER DATE: 28 -08-08 LOCATION: AL FATAH Mr. its shelf placement. This would have an impact on the sales of juices. The individuals in SEC A must have an income level > 25. Shafique Ahmed is the purchase manager at Al Fatah . The main reason for interviewing Mr. They have a positive feedback from customers on 31 . FINDINGS OF INTERVIEW CONDUCTED AT AL FATAH Nestle was the most preferred brands among the customers and according to them their highest sales are from nestle products weather its juices. water or yogurt. There is no global research being conducted on brand essence and brand positioning.He is responsible for all the purchases for Al Fatah. 18 to Rs. Most of the researches have been conducted in Pakistan. Shafique was to have an idea about Customer feedback.000 and their education level should be at least BA. its supply and demand etc.Nestle Juices The definition of SEC varies from one research house to the other. Quality. and company pays them for placing them on the front shelf.They have placed Nestle Orange Juice in the front shelf.Marketing Research. price. Q: Have you looked into the issue of increasing the size of 200ml pack to 250ml? We ordered the machinery to increase the content of 200ml pack to 250 ml but it did not work out because the price per juice increased from Rs.

its quality. taste and price of Nestle Orange juice was positive. some regular customers have also started complaining that the Nestle Orange Juice is getting bitterer than it previously was. customer feedback and sales at HKB last year as compared to now.Overall the demand of Nestle orange juice was the highest . Also. Customers have complaint regarding the non availability of Nestle Orange Juice. Demand has always exceeded for nestle orange juice but Al Fateh has not faced any situation when they have no supply to meet the demand of Nestle juices. But they had a major problem with the supply in the past as supply was not sufficient to meet demand. He briefed us on the shelf placement. FINDINGS OF INTERVIEW CONDUCTED AT HKB Results were almost identical for HKB and they also confirmed that supply was not sufficient to meet demand . However. The customer feedback on quality. Presently they stock 70 cartons for 1 week but in past they used to have 60 cartons. and taste. Tariq Waseem manages the entire grocery section of HKB. According to the interviewers the company was not in a position to meet its rising demand in past and they always had issues with their distributors such as DEANS BROTHERS. 1000 ml nestle orange juice is mostly demanded by customers. INTERVIEW # 4 NAME: AZFAR ALI DESIGNATION: MANAGER SUPPLY CHAIN DATE: 28 -08-08 LOCATION: METRO 32 . they said customers often talk about Nestle Orange Juice being bitterer.Marketing Research. and in case when there is shortage of Nestle orange juice consumers go for others brands. He also gave us an insight of the consumption patterns of buyers of Nestle Orange juice. INTERVIEW # 3 NAME: TARIQ WASEEM DESIGNATION: FLOOR MANAGER DATE: 28 -08-08 LOCATION: HAJI KARIM BAKSH (HKB) DHA Mr. Overall in the last year the company did not focus on the sales of Nestle orange juice.Currently the problems related to supply have decreased.Nestle Juices the price.

FINDINGS OF INTERVIEW CONDUCTED AT SMALL RETAILERS According to the small retailers Nestle is the most preferred brand and they have no issues regarding price and quality of Nestle orange juice.Marketing Research. • • To analyze whether the Nestle orange juice has been given appropriate shelves space to attract the consumers and create thrush in them. FINDINGS OF INTERVIEW CONDUCTED AT METRO Metro is primarily a wholesale market. The retailers didn’t understand the fact that highest demanded should be placed in front. Supply remained a problem in past but now they said it’s almost ok. To judge whether Nestle Orange Juice delivers the right value of money. INTERVIEW # 5 Interview was done with many small retailers in different locations of Lahore to have an idea of their experience of Nestle orange juice. consumer shopping preferences about Nestle juices. INTERVIEW # 6 NAME: RAFIA KHAN DESIGNATION: FINANCIAL ANALYST 33 . SUMMARY The results of the interview conducted helped us build a relationship between the research objectives previously mentioned which includes: • To collect behavioral data regarding.Nestle Juices Mr. One of the most interesting facts that we have found was that Nestle juices were placed mostly in the back shelf’s in small stores. They also articulated supply shortages as the main problem in past and this problem has decreased now. o To determine consumer awareness about the product o To analyze the process of distribution of Nestle juices and its availability in the market. The demand of 200 ml Nestle orange juice is the highest. Azfar Ali is responsible for entire supply chain at METRO He gave us an idea on the current and past situation of supply chain of orange juices at Metro.

On the web we found out who are the competitors of nestle in its juices line and more precisely in its orange juice. The literature search helped us in gathering data regarding the competitors. this was still not sufficient to meet production requirements for the year. This showed us that how the distribution channel is working. In Lahore there are 5 distributors of Nestle juices. Fresh milk volume grew by 29% over the same period last year. Primary contribution came from its pillar product categories. this primarily relates to higher fixed cost absorption from inventory that led to lower profitability in FY'06.Marketing Research. innovative strategies and a sound distribution network.53 billion.com. In Lahore the largest sales are made in Defense. in fact literature search was the very initial study that we began our project with. The distribution to the distributors is based on the type of flavors that they want to keep in their stores. The website that turned out to be most helpful as far as gathering information of Nestle was concerned was www. However. In addition. Literature search revealed that a few of our major competitors are: • • Shezan All pure Haleeb Good Day 34 . efforts in 2007 include a favorable movement in sales mix and rigorous fixed cost control. This robust growth in sales translated into a solid increasing operating profit of Rs 3.Nestle Juices EXPERIENCE: 2 1/2 DATE: 28 -08-08 LOCATION: NESTLE FINDINGS OF INTERVIEW CONDUCTED AT NESTLE The information that we gathered showed that the sales growth in each country was calculated distributor wise.pk FINANCIAL PERFORMANCE (DEC03-DEC07): FY07 was a good year for NPL as its top line reached a new landmark of PKR 28 billion following an excellent growth of 28% compared to FY06.nestle. however. baby food and juices. The increasing sales trend (CAGR of 28% during FY03-FY07) is primarily attributed to continued focus on sales and marketing efforts. LITERATURE SEARCH For our project Literature search is one of the key exploratory studies that we conducted. an increase of 33%. A sales report is prepared by the sales department on retailing and invoicing that is used to calculate the total sales growth over the last year. milks. Defence is the major sales generating area and they should focus on improving it.

The data that was found helpful regarding Shezan is as follows: Food & Personal Care-Products: SHEZAN INTERNATIONAL LIMITED OVERVIEW (July 14 2006): One is impressed by its record highest sales and profitability. jumped 14 percent by volume. The bottle juice continued to perform well.097 billion in the preceding year registering 24. The company made substantial investment in marketing promoting its extensive portfolio of brands which yielded good result in terms of higher sales. There are several milestones which the company attained. It crossed for the second consecutive year the billion rupee mark in sales value. A sip of All Pure helps our taste buds embark on a magical journey filled with the sweetest fruit sensations." Shezan All pure have shaken the competition. Shezan became pioneer in the field of converting fruits into pulps. concentrate and juices based on local fruits and supported by the technology of its American partners.Nestle Juices • Minute Maid MINUTE MAID One of the leading competitors of Nestle juice is Minute Maid launched by Coca Cola. Other products in juice-related category 35 . with its sales up 22% over the previous year. The company generated sales in the sum of Rs 1. During the last one year market value of the share remained very high between Rs 152 and Rs 238 per share. It is packed in a 6-layered Tetra Pack Brick Aseptic packaging. The company's shareholders must have rejoiced but its attractive profit distribution profile which has driven its shares market value to unprecedented heights.368 billion as against Rs 1. such as Powerade and Minute Maid fruit juices. such as Coke and Sprite.8% growth. Haleeb Good Day orange juice gives the consumers the absolute delight in taste. flavors or preservatives. and revitalizes them at the same time. the company posted more than a billion rupees sales for the second consecutive year.Marketing Research. far outpacing a four percent rise by sparkling beverages. The market value of the share of Shezan International is being quoted at Rs 192 per share which is more than 19 times of the par value. During the year under review. HALEEB GOOD DAY Haleeb Good Day offers 100% pure orange juices without any added sugar. SHEZAN ALL PURE Shezan All Pure juices enrich our senses with the fresh taste of 100% pure orange juice. Sales of still beverages. Its launches of branded products ie Shezan Twist Fruit Punch.

It is reported that exports remained under pressure due to volatile security situation in its export markets and higher operational and shipping costs.Marketing Research.Nestle Juices registered a robust growth following renewed promotional and marketing campaign. 36 .73 million in the preceding year. During the year the company posted export sales at Rs 35. containing general question about the juice preference and then asking questions related to Nestle Orange juice to know about the brand. Consumers selected in the sample were students of • • • • • Lahore school of economics LUMS Punjab university Fast Hailey college of banking and Finance Households units.24 million which is highest the in the company's history. Rising volume of sales will be further spurred by continuing to provide customers with a variety of impeccable quality food products which appeal to their changing preferences. Questionnaire has been attached in the appendix. In the retailers only 59 were the valid responses which can be thought as of taking a portion of the whole and studying that portion to make estimates about the whole.This was due to the communication gap as most of the retailers were unable to read English so it was to be administered. SURVEY METHODOLOGY For the research under study sample size was as follows: • • 200 samples of consumers and 70 samples of retailer Out of 200 samples of consumers only 178 were valid responses and others were discarded due to their invalid responses. DATA COLLECTION For collecting data. The retailers questionnaire were administered so as to have right responses . health conscious people of SEC A and SEC B filled in the questionnaire. The company posted net profit after sales at Rs 103. questionnaire was made. Retailers sampled in the study were located in different locations in Lahore and from big mart to small commercial shop.45 million as against Rs 37. Two questionnaires were made to get them filled by consumers and retailers to get information from both retailers and consumers to know about the variables affecting sales of Nestle Orange Juice. The leadership in the enterprise has formulated future strategy to improve profitability by further improving sales volume and optimizing costs.

Due to limited time sample size was small but having rightly defined target market results would be representative of target market.Marketing Research.Nestle Juices Samples of consumers helped us in measuring attitude of people. 37 .

Marketing Research.Nestle Juices 38 .

However. we had to discard some of the questionnaires which were incomplete and were not meeting our standards. So our final analysis consisted of 53% female and 47% male respondents.Marketing Research.8 100. GENDER Gender: Frequency 84 94 178 Percent 47. 39 .8 100.2 52.0 Valid Percent 47.2 52.Nestle Juices CONSUMER ANALYSIS ANALYSIS OF RESPONSES TO GENERAL QUESTIONS Few questions were asked in the questionnaire in both consumer and retailers’ questionnaire in order to check the buying and consuming behavior of buyers and consumers. The analysis of responses given to such questions is given in this section.0 Valid Male Female Total We took equal male and female respondents for our analysis.2 100.0 Cumulative Percent 47.

4 18.Nestle Juices Gender: Male Female AGE Age Frequency Less than 15 1 16-20 45 21-25 63 26-30 33 31-35 and above 36 Total 178 Percent .0 Valid Percent .0 Valid Our respondents were from different age groups including from 16 years to 35 years of age.4 18.3 35.2 79.0 Cumulative Percent .5 20.5 20. 25% from age group of 16-20. 40 .2 100.8 61.2 100.6 25.6 25. However according to our analysis we had 35% of respondents within age group of 21-25.Marketing Research.6 25.3 35.8 100.

Marketing Research- Nestle Juices

Age
Less than 15 16-20 21-25 26-30 31-35 and above

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Marketing Research- Nestle Juices

RESIDENTIAL AREA
Residential Area Frequency Gulberg 22 Defence 66 Model town 18 Cantt 15 Valencia 2 Johar Town 2 Wapda town 3 others 22 canal view society 5 punjab society 2 cavalry ground 2 Allama Iqbal Town 7 hostel 1 askari housing society 4 mason road 1 GOR 3 Gulshan-e-ravi 2 muslim town 1 Total 178 Percent 12.4 37.1 10.1 8.4 1.1 1.1 1.7 12.4 2.8 1.1 1.1 3.9 .6 2.2 .6 1.7 1.1 .6 100.0 Valid Percent 12.4 37.1 10.1 8.4 1.1 1.1 1.7 12.4 2.8 1.1 1.1 3.9 .6 2.2 .6 1.7 1.1 .6 100.0 Cumulative Percent 12.4 49.4 59.6 68.0 69.1 70.2 71.9 84.3 87.1 88.2 89.3 93.3 93.8 96.1 96.6 98.3 99.4 100.0

Valid

According to the above graph we had respondents from major areas of Lahore. Our major chunk of the respondents was from Defense which was around 37%. The second highest percentage was from Gulberg and other town. The least respondents included in the sample were from Valencia town, Johar Town, Punjab society, Cavalry ground and Gulshan-e-Ravi

42

Marketing Research- Nestle Juices

Residential Area
Gulberg Defence Model town Cantt Valencia Johar Town Wapda town others canal view society punjab society cavalry ground Allama Iqbal Town hostel askari housing society mason road GOR Gulshan-e-ravi muslim town

INCOME BRACKET
Which income bracket you fall in Frequency missing 12 Less than 15000 19 16000-25000 20 26000-35000 37 36000 and above 90 Total 178 Percent 6.7 10.7 11.2 20.8 50.6 100.0 Valid Percent 6.7 10.7 11.2 20.8 50.6 100.0 Cumulative Percent 6.7 17.4 28.7 49.4 100.0

Valid

Our target market included respondents from SEC A and SEC B. So our sample also included around 50% of the respondents are from SEC A i.e. with income bracket of above Rs. 36ooo and 50 % from SEC B including respondents having income level below Rs. 36000.

43

Marketing Research.5 93.5 39. 44 .6 100.8 99.0 Valid like alot like neutral dislike Total According to our analysis top of mind has always been Nestle Orange Juice.0 Cumulative Percent 54.5 39.3 5.6 .0 Valid Percent 54.Nestle Juices Which income bracket you fall in missing Less than 15000 16000-25000 26000-35000 36000 and above DEGREE OF LIKING NESTLE JUICE Degree of liking Nestle Frequency 97 70 10 1 178 Percent 54.3 5.4 100.6 100.6 . 39 % respondents said that they like Nestle Orange Juice. Around 54% of respondents showed a favorable response and said that they ‘like a lot’.

Nestle Juices According to this graph we conclude that our target market Does have a favorable response towards Nestle Orange Juice.0 Valid Percent 1.1 20.2 73.4 3. There was only a small percentage of respondents i.7 9.6 1. WHAT FLAVOR DO YOU LIKE THE MOST What flavor do you like the most Frequency missing 2 Apple 35 Pineapple 17 Orange 56 Grapes 15 Guava 6 Mixed 10 mango 25 mango & orange 1 Chaounsa 2 Mango & chounsa 2 Pineapple & orange 7 Total 178 Percent 1.3 61.1 1.4 5.6 79.1 100.1 1.0 .8 30.5 8.0 Cumulative Percent 1.0 .6 1.Marketing Research.9 96.6 14.9 100.8 94.0 Valid 45 .6% of respondents who said that they dislike orange juice.4 5.4 3.1 3.9 100.6 31.1 3.e. 0.8 70.2 93.1 19.6 31.3 93.6 14.7 9.5 8.1 19.

8 100.6 30. Besides being the highest priced brand 40% of the respondents were satisfied with its price.2 100. There was only a small percentage i.9 14.2 84.6 29. 2.Marketing Research. 46 .9 2. What flavor do you like the most missing Apple Pineapple Orange Grapes Guava Mixed mango mango & orange Chaounsa Mango & chounsa Pineapple & orange PRICE Price Frequency 1 53 71 26 23 4 178 Percent .6 12.2 100.0 Valid Percent . Around 31% of our respondents were in favor of Nestle orange juice.6 12. And we got $to know the reasons as well in our focus groups.Nestle Juices Not just that our respondents liked Nestle Juices’ they also had great preferences towards Nestle Orange Juice.8 39.0 Cumulative Percent .6 29.0 Valid missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied Total After knowing that high percentage of our respondents liked Nestle Orange Juice.9 14.e.2% respondents which was highly dissatisfied with the price.3 70.8 97.9 2.8 39. we tried to analyze their perceptions regarding different attributes of the different brands.

0 Valid Percent .7 100. 47 .8 98.6 36.7 100.8 93.5 1.5 84.Nestle Juices Price 80 60 Frequency 40 20 0 missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied Price PACKAGING Packaging Frequency 1 64 86 16 8 3 178 Percent .5 1.0 Cumulative Percent .0 4.3 9.6 36.0 48.3 100.0 4.Marketing Research.6 36.0 Valid missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied Total After analyzing the attributes regarding packaging we found pout 48% of the respondents are satisfied with the packaging.0 48.3 9. Out of our approximately 200 respondents more than half of them were towards being satisfied with the packaging.

1 .1 1.0 Cumulative Percent 1.6 100.3 99.4 100.Marketing Research.2 98.2 1.4 91. this attribute also had high percentage of respondents being more satisfied with the quality of Nestle Orange juice. 48 . As with other attributes.2 37.00 Total As per this attribute.0 Valid Percent 1.2 1.6 6.1 .Nestle Juices Packaging 100 80 Frequency 60 40 20 0 missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied Packaging QUALITY Quality Frequency 2 93 67 11 2 2 1 178 Percent 1.1 53.6 100.1 1.1 52.6 6.0 Valid missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied 21.2 37. 52% of respondents were highly satisfied with the quality of Orange Juice.0 97.1 52.

Marketing Research.8 2.0 Cumulative Percent .8 7.6 51.7 34.8 7.8 100. In this case also there were more responses towards being satisfied.6 51.00 Quality TASTE Taste Frequency 1 92 62 14 5 4 178 Percent .0 Valid missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied Total According to this graph also.Nestle Juices Quality 100 80 Frequency 60 40 20 0 missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied 21.1 94. there was a huge percentage that is 51% which is more than a half who were highly satisfied with the taste of Nestle Orange Juice. 49 .2 100.6 52.2 100.0 Valid Percent .9 97.9 2.9 2.8 2.2 87.7 34.

7 32.0 Cumulative Percent .6 28.6 28.9 98.0 1.6 28.1 9.2 61.7 32.0 Valid missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied Total When we talked to the respondents that whether they are satisfied with Nestle Orange Juice being sugar free. 50 .32% of respondents were satisfied with Nestle Orange Juice being Sugar free.6 28.8 89.Marketing Research.1 9.1 100.0 1.1 100.6 29.9 100.Nestle Juices Taste 100 80 Frequency 60 40 20 0 missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied Taste SUGAR CONTENT Sugar free Frequency 1 51 58 50 16 2 178 Percent .0 Valid Percent .

3 47.0 Valid missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied Total Talking to the respondents about Nestle Orange Juice regarding its Fruit Contents Attribute.1 30.9 3.1 30.2 16.7 95.4 1.4 1.Nestle Juices Sugar free 60 50 40 Frequency 30 20 10 0 missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied Sugar free ADVERTISMENT Fruit content Frequency 2 54 84 30 6 2 178 Percent 1.1 100.5 98.9 3.9 100.5 78.2 16.1 100.Marketing Research. again we received a favorable response that and found out that 47% of the respondents were satisfied with the fruit contents additions in Nestle Orange Juice.0 Valid Percent 1.3 47.1 31. 51 .0 Cumulative Percent 1.

8 98.7 32.6 93.Marketing Research.0 29.6 64.9 32.7 100.Nestle Juices Fruit content 100 80 Frequency 60 40 20 0 missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied Fruit content APPEALING ADVERTISEMENT Appealing Advertisment Frequency 7 51 57 52 8 3 178 Percent 3.0 29. 52 .7 100.0 Valid Percent 3.5 1.2 4. and to know their degree of satisfaction level regarding advertisements of Nestle Orange Juice we found out that 32% of the respondents were satisfied with the advertisements of Nestle Orange Juice.7 32.9 28.5 1.0 Valid missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied Total To know the fact that how much does appealing advertisements affect the intensions of respondents to purchase Nestle Orange Juice.2 4.0 Cumulative Percent 3.3 100.9 28.

6 43.0 Valid According to our analysis.e.0 Cumulative Percent .7 25.3 6.3 24.0 Valid Percent .6 43.Marketing Research.2 100. And others normally used to purchased it from small town shops or where ever accessible.8 100.7 25.6 43. Students normally purchase Nestle Orange Juice from their cafeterias. 43% drink Nestle orange Juice on daily basis. 53 .3 24. We found out that a high percentage of respondents i.Nestle Juices Appealing Advertisment 60 50 40 Frequency 30 20 10 0 missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Disatisfied Appealing Advertisment FREQUENCY OF CONSUMING NESTLE ORANGE JUICE How often do you drink Nestle orange juice Frequency missing 1 Daily 77 Weekly 44 Occasionally 45 Not Applicable 11 Total 178 Percent . to know the consumption behavior pattern of the respondents we asked them how often do they drink nestle Orange Juice.3 6.5 93.2 100.8 68.

0 Valid Percent .1 1.6 16.8 98.0 8.7 18.4 5.0 Valid missing Small Twon Shops Departmental Stores other both University Not Applicable School Total 54 .0 8.8 6.4 5.8 6.9 100.3 43.1 100.0 Cumulative Percent .6 16.9 60.7 18.Nestle Juices How often do you drink Nestle orange juice 80 60 Frequency 40 20 0 missing Daily Weekly Occasionally Not Applicable How often do you drink Nestle orange juice PURCHASE OF JUICES Where do you purchase juice from Frequency 1 29 78 12 32 15 9 2 178 Percent .3 43.Marketing Research.1 1.7 67.1 100.4 85.4 93.6 16.

3 36.2 5. Where do you purchase juice from 80 60 Frequency 40 20 0 missing Small Twon Shops Departmental Stores other both University Not Applicable School Where do you purchase juice from FREQUESCY OF CONSUMING ON DAILY BASIS How many times in a day do you take Nestle orange juice Frequency missing 29 Not Applicable 35 one time 62 two times 36 three time 10 oftenly 6 Total 178 Percent 16.0 96.3 19.0 Valid Percent 16.0 Cumulative Percent 16.0 70.7 34.4 100.7 34.6 3.8 91.8 20.Nestle Juices To know the purchasing behavior we asked the respondents where they do their Nestle Orange Juice purchases and we found out that major Nestle Orange juice purchases are done from departmental stores.6 3.0 Valid 55 .6 100.4 100.8 20.2 5.Marketing Research.3 19.

Nestle Juices Upon asking the respondents that how many times a day do they take Nestle Orange juice.2 33.6 100.6 .2 33.4 6.0 Valid 56 .2 36.2 6.2 .4 2.6 100.Marketing Research.0 Valid Percent 2. How many times in a day do you take Nestle orange juice 60 Frequency 40 20 0 missing Not Applicable one time two times three time oftenly How many times in a day do you take Nestle orange juice CHOICE OF BARAND IF NESTLE ORANGE JUICE IS NOT AVAILABLE If Nestle orange juice is not available which other brand do you prefer Frequency missing 4 Shezan 60 minute main 79 haleeb 4 Country 12 Others 6 Not Applicable 11 mali 1 Lacnor.9 99.7 3.6 .4 2.0 Cumulative Percent 2.3 92.2 6.7 44.6 89.7 3. mali 1 Total 178 Percent 2.7 98.7 44.2 .4 100.3 82. We extracted surprising results and came to know that 34% of respondents take Nestle Orange Juice at least once a day.4 6.0 80.

Marketing Research.0 59. Besides Nestle Orange Juice being the most preferred brand and on top of mind list.0 100.0 100.9 36.Nestle Juices To know the brand loyalty of nestle Orange juice. we asked our respondents that if the Nestle Orange Juice is not available which brand they prefer. We came to know that 44 % of the respondents would go for minute maid if Nestle Orange Juice is not available. 33% of the respondents said they would prefer Shezan.0 Valid Missing Yes No Not applicable Total To check the awareness level. mali If Nestle orange juice is not available which other brand do you prefer LATEST ADD OF NESTLE ORANGE JUICE Have you seen the latest ad of Nestle Orange Juice Frequency 2 7 64 105 178 Percent 1.0 100. our analysis revealed surprising results. we asked our respondents if they had seen the latest advertisement of the Nestle Orange Juice.9 36.1 5. 57 .1 41. If Nestle orange juice is not available which other brand do you prefer 80 60 Frequency 40 20 0 missing Shezan minute main haleeb Country Others Not Applicable mali Lacnor.0 Valid Percent 1.1 3.0 Cumulative Percent 1.1 3. We came to know that 36% that is almost a major chunk of our respondents have not seen the latest advertisement.0 59.

Lack of appropriate promotion is also one of the factor that may be attributing to declining sales of Nestle Orange Juice. not just any juice Nestlé orange Juice. still more than 50% of the consumers are unaware of the latest advertisements. 58 .Nestle Juices Have you seen the latest ad of Nestle Orange Juice 120 100 80 Frequency 60 40 20 0 Missing Yes No Not applicable Have you seen the latest ad of Nestle Orange Juice CONCLUSION As per our analysis we found out that when talking if juices consumers want Orange juice. However the top of mind choice of any consumer is Nestle Orange Juice. we conclude that that we need to keep on reminding the consumer of anything that is in the market otherwise consumers forget.Marketing Research.

the rest of 75 respondents consume juices 59 .0% 37 100.0% 18 90. By using the data obtained from questionnaire a cross tab was made to see the relationship between consumption and income. The rest of 166 respondents did express their opinion.1% 3 1.0% 178 100.3% No 0 .0% 2 10.Nestle Juices CROSS TABS EFFECT OF INCOME ON CONSUMPTION OF JUICE To check whether income has any affect on the consumption of juice. From the results of this question we can conclude of the hypothesis. stated as: Hypothesis 1: Household income has significant impact on the consumption of Juices.0% Total Analysis From the above cross tab we can see that out of 178 respondents.0% 0 .7% 12 100.0% 37 100.0% 89 98.Marketing Research. 98.0% 1 1.9% 175 98.0% 20 100. 18 out of 178 who lie in the in the income bracket of 16000 to 25000 consume juice and 37 out of 178 who lie in the income bracket of 26000 to 35000 consume juices.0% 0 .0% 19 100.0% 90 100.9% of the people who lie in the income bracket of 36000 and above do drink juice. 19 respondents out of 178 who lie in the income bracket of less than 15000 consume juice. Do you drink juice Yes Which income bracket you fall in Missing Count % within Which income bracket you fall in Less than 15000 Count % within Which income bracket you fall in 16000-25000 Count % within Which income bracket you fall in 26000-35000 Count % within Which income bracket you fall in 36000 and above Count % within Which income bracket you fall in Total Count % within Which income bracket you fall in 12 100.0% 19 100. there were only 12 questionnaires in which the respondent did not attempt this question. The table shows that there are only 3 respondents who do not consume juice.

0% Total Analysis From the above cross tab between gender and degree of liking of Nestle orange juice we can see that out of 178 there were 84 male respondents and 94 female respondents who were included in the sampling frame.4% 70 39.8% 51 54. 39.0% 94 100.1% 1 .5% Like 33 39.6% dislike 0 . 60 .4% of the female respondents like the taste of Nestle Orange juice and only 1.0% 5 5.3% 10 5.3% of the respondents like Nestle Orange juice a lot. EFFECT OF GENDER ON DEGREE OF LIKING NESTLE ORANGE JUICE To check whether gender has any impact on the degree of liking of Nestle orange juice. Results This finding supports our Hypothesis and we accept that income has significant impact on the consumption of juices. Out of 94 female respondents 54.9% only like Nestle orange juice.3% 97 54. The table shows that there were no male respondents who dislike Nestle Orange juice.8% like Nestle Orange juice a lot and 33.3% 37 39.0% 178 100. Therefore from this table we cannot fully conclude that gender has significant affect on the degree of liking of Nestle orange juice.Marketing Research.Nestle Juices Therefore from this table we can conclude that the consumption of juice depends upon the income bracket in which the individual lies. From the results of this questionnaire the following hypothesis was concluded: Hypothesis 2: A significant relationship exists between gender and degree of liking of Nestle Orange Juice Degree of liking Nestle Orange Juice like alot Gender Male Count % within Gender Female Count % within Gender Total Count % within Gender 46 54. By using the data obtained from questionnaire a cross tab was made to see the relationship between gender and degree of liking of Nestle Orange juice.1% that is there was only one female respondent who said that she did not like Nestle Orange juice. Out of 84 male respondents 54.0% 1 1. In the questionnaire the questions were asked regarding the degree of liking of Nestle orange juice.6% 84 100.3% Neutral 5 6.

7% 25 39. From the results of this questionnaire the following hypothesis was concluded: Hypothesis 3: A significant relationship exists between age and consumption of Nestle Orange Juice How often do you drink Nestle orange juice missing Age Less than 15 Count % within Age 16-20 Count % within Age 21-25 Count % within Age 26-30 Count % within Age 31 and above Count % within Age Total Count % within Age 0 .0% 0 .2% 44 24.2% Total Missing 1 100.1% 0 .0% 63 100. Out of a total of 61 .3% Not Applicable 0 .8% 1 .4% 8 22.0% 2 4.0% 12 26.0% 10 22.2% 19 30. By using the data obtained from questionnaire a cross tab was made to see the relationship between age and consumption of Nestle Orange juice.0% 0 .3% Weekly 0 .0% 178 100.0% 21 46.2% 45 25.2% 8 22.0% Analysis From the above cross tab between age and consumption of Nestle orange juice we can see that out of 178 there was only one respondent who did not respond to this question.0% 33 100.7% Occasionally 0 .7% 12 19.0% 2 5.0% 1 2. In the questionnaire the questions were asked regarding the age bracket in which the respondent falls and does the respondent consume Nestle orange juice.7% 13 39.0% 0 .0% 13 39.0% 36 100.4% 7 11.2% 77 43.6% Daily 1 100.2% 7 21.Nestle Juices Results The findings from the cross tab does not fully support the hypothesis that gender has significant impact on the degree of liking of Nestle Orange juice EFFECT OF AGE ON CONSUMPTION OF NESTLE ORANGE JUICE To check whether age has any impact on the consumption of Nestle orange juice.Marketing Research.6% 11 6.4% 17 47.0% 45 100.

Out of 63 respondents who fall in the age bracket of 21-25.2% of the respondents said that they consume Nestle Orange juice on a daily basis. Therefore from this table we cannot fully conclude that Age has significant affect on the consumption of Nestle orange juice because the target market for Nestle orange juice is between 19 and 31. Out of 33 respondents who fall in the age bracket of 26-30.4% stated that they consume Nestle orange juice on a daily basis.2% said that they consume Nestle orange juice on weekly basis and 26. 39.2% stated that consume Nestle Orange juice occasionally.Marketing Research. Out of 45 respondents who fall in the age bracket of 16-20.7% stated that they consume Nestle orange juice on a daily basis.2% stated that consume Nestle Orange juice on a weekly basis and 22. There was only one respondent in the age bracket of less than 15 who consumed Nestle Orange juice but that too on occasional basis. 22. 46. 39.4% said that they consume Nestle orange juice on occasional basis. 30.7% said that they consume Nestle orange juice on occasional basis.7% stated that they consume Nestle orange juice on a daily basis.2% said that they consume Nestle orange juice on weekly basis and 39.2% said that they consume Nestle orange juice on weekly basis and 19% said that they consume Nestle orange juice on occasional basis.Nestle Juices 36 respondents who fall in the age bracket of 31 and above 47. Our findings also confirm that most of the respondents consuming Nestle Orange juice lie in this age bracket. 62 . 22. 21.

0% 10 100.4% 0 .0% 2 20.7% 4 44.0% Total Missing 2 100.0% 0 .Nestle Juices Results The findings from the cross tab fully supports our hypothesis that age has significant impact on the consumption of Nestle Orange juice.0% Daily 1 50.4% 2 20. In the questionnaire the question was asked.4% 21 30. if the consumers like the taste of Nestle orange juice or not.0% 40 58.0% Weekly 0 .0% 20 29.0% Not Applicable 0 .Marketing Research.0% 0 .0% 0 . EFFECT OF TASTE ON CONSUMPTION OF NESTLE ORANGE JUICE To check whether taste has any affect on the consumption of Nestle orange juice.7% 5 55. By using the data obtained from questionnaire a cross tab was made to see the relationship between consumption and taste.5% 1 7.0% Occasionally 0 . How often do you drink Nestle orange juice TASTE OF NESTLE ORANGE JUICE Missing Missing Count % within What do you think about the taste of Nestle orange juice Very good Count % within What do you think about the taste of Nestle orange juice Good Count % within What do you think about the taste of Nestle orange juice Neutral Count % within What do you think about the taste of Nestle orange juice Bad Count % within What do you think about the taste of Nestle orange juice Very Bad Count % within What do you think about the taste of Nestle orange juice 1 50.0% 0 .0% 9 100.9% 5 35.0% 0 .0% 14 100.8% 25 36.0% 68 100. stated as: Hypothesis 4: Significant relationship exists between the Taste of Nestle Orange Juice and consumption of Nestle Orange Juice.0% 8 11.1% 0 .9% 3 21.0% 0 .0% 68 100.8% 21 30.0% 63 . From the results of this question we can conclude of the hypothesis.8% 5 35.0% 0 .0% 1 1.6% 6 60.

Nestle Juices Not applicable Count % within What do you think about the taste of Nestle orange juice Total Count % within What do you think about the taste of Nestle orange juice 0 . There were a total of 7 respondents for whom this question was not applicable. Out of 9 respondents who believe that the taste of Nestle orange juice is bad 44.7% 0 .3% 7 100.Marketing Research.0% 178 100.0% 44 24.0% 45 25.6% 0 . 30.9 % consumed Nestle orange juice on occasional basis.3% 0 .8 % consumed Nestle orange juice on occasional basis.4% on a weekly basis and 60 % consumed Nestle orange juice on occasional basis. In the rest of 177 questionnaires the respondents did express their opinion.6 % (5 respondents) consumed Nestle orange juice on occasional basis.4% (4 respondents) respondents consumed Nestle orange juice on a daily basis and 55.8% respondents consumed Nestle orange juice on a daily basis.9% on a weekly basis and 30. 24.0% 11 6.2% 7 100. 64 . Out of 10 respondents who believe that the taste of Nestle orange juice is very bad 20% respondents consumed Nestle orange juice on a daily basis.8% respondents consumed Nestle orange juice on a daily basis. Out of 68 respondents who believe that the taste of Nestle orange juice is good 36. 24.4% on a weekly basis and 11.0% Analysis From the above cross tab we can see that out of 178 respondents.0% 77 43. Out of 68 respondents who believe that the taste of Nestle orange juice is very good 58. there were only two questionnaires in which the respondent did not attempt.0% 1 .

2% 18 25. if the consumers were satisfied with the price Nestle orange juice or not.9% 5 7.3% 0 .2% Total missing 1 100.0% 3 11.3% 30 42.0% 65 .0% 3 5.4% 14 53.4% 2 7.0% 11 6.0% 23 100.0% 1 1.6% Daily 0 .7% Occasionally 1 100.3% Not Applicable 0 .0% 0 . From the results of this question we can conclude of the hypothesis.0% 1 .0% 4 100. In the questionnaire the question was asked.8% 6 26.0% 33 62.8% 0 . By using the data obtained from questionnaire a cross tab was made to see the relationship between price if Nestle Orange juice and consumption of Nestle Orange juice.1% 1 25.1% 3 75.0% 26 100.Marketing Research.0% 178 100.0% 16 30.0% 53 100. EFFECT OF PRICE ON CONSUMPTION OF NESTLE ORANGE JUICE To check whether price has any affect on the consumption of Nestle orange juice.7% 18 25.5% 2 8.0% 77 43.Nestle Juices Therefore from this table we can conclude that the consumption of Nestle Orange juice depends upon taste of Nestle orange juice as most of the people do like the taste of Nestle orange juice Results This finding supports our Hypothesis and we accept that taste has significant impact on the consumption of Nestle Orange juice.7% 8 34.3% Weekly 0 .0% 44 24. Consumption of Nestle orange juice Missing Price Missing Count % within Price Very Important Count % within Price Important Count % within Price Neutral Count % within Price Not Important Count % within Price Not At Important All Count % within Price Total Count % within Price 0 .0% 0 .9% 6 26.0% 1 4. stated as: Hypothesis 5: Significant relationship exists between the Price of Nestle Orange Juice and consumption of Nestle Orange Juice.0% 0 .7% 0 .3% 7 26.0% 45 25.0% 71 100.

3% who consume Nestle orange juice on a daily basis considered price as an important factor while purchasing Nestle Orange juice. Out of 27 respondents who consume Nestle orange juice 26.Marketing Research.1% respondents considered price not an important factor while purchasing Nestle orange juice.Nestle Juices Analysis From the above cross tab we can see that out of 178 respondents. Out of 71 respondents 42. By using the data obtained from questionnaire a cross tab was made 66 .3% who consume Nestle orange juice on a daily basis considered price as very important factor while purchasing Nestle Orange juice. EFFECT OF ADVERTISEMENT ON CONSUMPTION OF NESTLE ORANGE JUICE To check whether advertisements have any affect on the consumption of Nestle orange juice. Out of 53 respondents 62. there were 12 questionnaires in which the respondent did not attempt this question. Therefore from this table we can conclude that price was an important factor that was considered while consuming Nestle Orange juice. In the questionnaire the question was asked. if the consumers were satisfied with the advertising of Nestle orange juice or not. Results This finding supports our Hypothesis and we accept that price has significant impact on the consumption of Nestle Orange juice.

6% 11 6.6% Daily 2 66.0% 1 2.4% 3 42. stated as: Hypothesis 6: Significant relationship exists between the Appealing Advertisement of Nestle Orange Juice and consumption of Nestle Orange Juice.1% 19 39.0% 51 100.0% 12 19.2% Total 3 100.0% 7 100.2% 15 29.6% feel that appealing advertisement is not at all important.9% 1 14.1% 77 43.3 percent feel that appealing advertisement is important and 28. 28. From the results of this question we can conclude of the hypothesis.0% 48 100.1% feel that appealing advertisement is very important.0% 5 9.3% 10 16.5% 2 28.0% Analysis From the above cross tab we can see that out of 178 respondents.8% 0 .5% 0 .1% of respondents who consume Nestle Orange Juice on a daily basis feel that appealing advertisement is very important.0% 178 100. Consumption of Nestle orange juice missing Appealing Advertisement Missing Count % within Appealing Advertisement Very important Count % within Appealing Advertisement Important Count % within Appealing Advertisement Neutral Count % within Appealing Advertisement Unimportant Count % within Appealing Advertisement Very unimportant Count % within Appealing Advertisement Total Count % within Appealing Advertisement 0 .0% 4 6.0% 1 .0% 7 100.6% 14 27.1% 15 31.0% 0 .0% 0 . The table shows that 58.4% 14 29.0% 62 100.3% Weekly 1 33.4% 2 28.0% 44 24. Those consumers who consume Nestle Orange juice on a weekly basis 16.6% 4 57.0% 0 .7% Occasionally 0 .6% feel that appealing advertisement is important.3% Not Applicable 0 .7% 36 58.6% 0 .6% feel that appealing advertisement is not important for consumption of Nestle orange juice.0% 0 . 31.3% 16 31. 67 . there were 12 questionnaires in which the respondent did not attempt this question.Nestle Juices to see the relationship between advertising and consumption of Nestle Orange juice. 39.3% 45 25.0% 2 28.Marketing Research.

Nestle Juices Therefore from this table we can conclude that Appealing advertisement was an important factor considered while consuming Nestle Orange juice. to the consumers Nestle juices and the degree to which they liked orange flavor. EFFECT OF LIKING NESTLE JUICE ON LIKING NESTLE ORANGE JUICE To check whether the degree of liking Nestle Juice have any impact on the degree of liking Nestle Orange Juice. stated as: Hypothesis 7: 68 . In the questionnaire the question was asked.Marketing Research. Results This finding supports our Hypothesis and we accept that appealing advertisement has significant impact on the consumption of Nestle Orange juice. By using the data obtained from questionnaire a cross tab was made to see the relationship between degree of liking nestle juice to degree of liking Nestle orange juice. From the results of this question we can conclude of the hypothesis.

0% 1 100% 9 5. 52.0% 1 100.4% of respondents who like Nestle Juice also like a lot the orange flavor of Nestle juice.1% neutral 14 14.0% 10 100.0% 0 .3% 1 10.8% of respondents who like Nestle Juice to a large extent also like the orange flavor of Nestle juice.0% 9 5.1% dislike alot 3 3. 69 .3% 0 . Degree of liking Orange Degree of liking Nestle Juice like alot Count % within Degree of liking Nestle Juice Count % within Degree of liking Nestle Juice Neutral Count % within Degree of liking Nestle Juice Dislike Count % within Degree of liking Nestle Juice Total Count % within Degree of liking Nestle Juice like alot 49 50.6% dislike 5 5. Only 3. 4.0% 66 37. The table shows that 50.0% 0 .1% 1 10.1% 5 7.Marketing Research. There was only one respondent who disliked Nestle Juices and also disliked the orange flavor of Nestle juices.4% 6 60.Nestle Juices Degree of liking Nestle juice has any impact on the degree of liking Nestle orange juice.3% of respondents who like Nestle Juice also dislike like the orange flavor of Nestle juice.2% 3 4.1% of respondents who like Nestle Juice to a large extent also dislike the orange flavor of Nestle juice.4% 3 4.0% 178 100.5% 22 31.0% 77 43.9% 2 20.8% 37 52.9% of respondents who like Nestle Juice also like the orange flavor of Nestle juice. 26.3% like 26 26.0% 0 .0% Like Analysis From the above cross tab we can see that out of 178 respondents attempted this question.5% of respondents who like Nestle Juice to a large extent also like a lot the orange flavor of Nestle juice.0% 0 .1% Total like alot 97 100.0% 70 100.0% 17 9. 31.

From the results of this question we can conclude of the hypothesis. Results This finding supports our Hypothesis and we accept that degree of liking Nestle juices has significant impact on the degree of liking Nestle Orange juice. EFFECT OF TASTE ON DEGREE OF LIKING SHEZAN To check whether the taste any impact on the degree of liking Shezan Orange Juice. stated as: Hypothesis 8: A significant relationship exists between Taste and Degree of liking Shezan juice. In the questionnaire the question was asked. By using the data obtained from questionnaire a cross tab was made to see the relationship between taste and degree of liking Shezan. degree of liking Shezan Total 70 .Marketing Research.Nestle Juices Therefore from this table we can conclude that those people who like Nestle juices also like Nestle Orange juices as well. regarding the taste of Shezan and degree of likeness for Shezan.

0% 61 100. There were only 27.8% 1 12.3% 13 38.0% 1 4. The table shows that 38.8% 7 31. 16.4% of respondents who like Shezan Juice to a large extent were also satisfied with the taste of Shezan Orange juice.Nestle Juices missing Taste Missing Highly Satisfied Satisfied Neutral Dissatisfied Highly Dissatisfied Total Count % within Taste Count % within Taste Count % within Taste Count % within Taste Count % within Taste Count % within Taste Count % within Taste 0 .1% 4 18.5% 0 .3% 3 37.3% 3 8.3% 6 12.5% of respondents who like Shezan Juice to a large extent but were dissatisfied with the taste of Shezan Orange juice.5% dislike 1 33.3% of the respondents who did not like Shezan juice and were also dissatisfied with the taste of Shezan juice 71 .5% 8 4.0% 0 .5% 67 37.2% of respondents who like Shezan Juice to a large extent were also highly satisfied with the taste of Shezan Orange juice.9% neutral 1 33.0% 18 52.5% missing 3 100.0% 3 6.0% 34 100.2% 10 16. There were only 4.4% 1 2.6% 16 32.0% 0 .0% 178 100.0% 49 100.2% dislike a lot 0 .6% 3 6.1% 20 40.5% 54 30.1% 0 .2% 3 37.3% 0 .0% 4 2.0% 1 1.5% 18 10.2% 6 27.Marketing Research.0% 26 14.0% 0 .0% 2 3.8% 22 36.2% 1 12.7% 4 18.0% Analysis From the above cross tab we can see that out of 178 respondents attempted this question.0% 0 .0% 22 100.3% like alot 1 33.0% 8 100.7% like 0 .9% 26 42.

0% 0 Total Yes 15 100.0% 0 .0% 0 .0% 0 .7% 1 33.0% 15 100.Nestle Juices Therefore from this table we can conclude that those people who like Shezan juices were also satisfied with the Taste of Shezan juices as well.3% 0 .7% 0 .0% 0 .3% 2 66. Results This finding supports our Hypothesis and we accept that taste significant impact on the degree of liking Shezan Orange juice.0% 6 100.7% 3 20.0% 12 80.Marketing Research.0% 11 72 .0% 0 . stated as: Hypothesis 9: A significant relationship exists between the degree of satisfaction of consumers with the packaging of the Nestle Orange juice. SATISFACTION OF CONSUMERS WITH THE PACKAGING OF NESTLE ORANGE JUICE To check whether different types of Nestle orange juice consumers are satisfied with the packaging of nestle juice or not? By using the data obtained from questionnaire a cross tab was made to see the relationship between the types of consumers of the juice and their level of satisfaction with the packaging of the juice.0% 2 100.0% 0 Missing 2 13.0% 4 66.3% 5 100.0% 2 33.0% 2 100.0% 5 100. Satisfaction with Packaging of Nestle Juice Yes Main Customers Of Nestle College Students Count % within Main Customers Of Nestle House Wife's Count % within Main Customers Of Nestle Servants Count % within Main Customers Of Nestle OTHERS Count % within Main Customers Of Nestle C&H Count % within Main Customers Of Nestle H&S Count % within Main Customers Of Nestle All Count 12 80.0% 3 100.0% 11 No 1 6. From the results of this question we can conclude of the hypothesis.

0% 8 13.4% 100.6% . also as per the distributors 80% of the house wives are also satisfied with Nestle orange Juice’s packaging.0% 2 100.3% of the servants are unsatisfied with the packaging. 73 . The remaining types of consumers have been lumped under the category of ‘Others’.7% of the servants are satisfied while relatively lower percentage of 33.Marketing Research. Therefore from this table we can clearly conclude over all the various sorts of consumers of Nestle are satisfied with the packaging of the juice.0% 0 .0% Analysis From the above cross tab we can see that as per the distributors 80% of the college students.0% 59 100. that is the majority.0% 0 .0% 2 3. Results The findings from the cross tab supports the hypothesis and we can say that majority of the various sorts of Nestle Orange consumers are satisfied with it’s packaging. housewives and the servants in pairs then we can see clearly that they are all satisfied with the packaging.Nestle Juices % within Main Customers Of Nestle C&S Count % within Main Customers Of Nestle Total Count % within Main Customers Of Nestle 100. However if we look at the students.0% 49 83.0% 2 100. So the table shows that the majority of these remaining types of consumers are dissatisfied with the packaging of Nestle Orange juice. 66.1% . are satisfied with the packaging of the juice.

9% from Cantt area.0 Cumulative Percent 1.Marketing Research.1 91. to know what they say about the declining sales of Nestle Orange Juice.0 Valid No Response Defense Gulberg Cantt Link Road Bhatta Chock badian ANARKALI SHADMAN CAVELRY Total We selected retailers from major areas of Lahore for our analysis. 74 . they receive daily complaints directly from the customers.7 20. We had 20% of the retailers from defence. 20% were from defence because as per our literature search we found out that defence is major sales generating area of Lahore in case of Nestle Orange Juices.3 16.6 11.8 64.3 16.9 13.5 8.Nestle Juices RETAILER ANALYSIS ANALYSIS OF RESPONSES TO GENERAL QUESTIONS We collected responses from 60 retailers.0 Valid Percent 1.7 5. So their input was of great importance.7 20.7 5.1 8.4 76.5 100. 16. LOCATION OF RETAILERS Location Frequency 1 12 10 7 8 7 1 3 5 5 59 Percent 1. So our major retailers were from 3 areas that is defence.0 83.5 100.0 39.1 8. Gulberg and Cantt.9 1. As retailers are supposed to have direct contact with customers.6 11.5 8.9 1.7 22.9 11. Out of the 60 retailers.0 50.5 100.9 11.9 13.9% from Gulberg and 11.3 78.

we found a favorable response towards packaging by 83% of the retailers being satisfied by the packaging of Nestle Orange Juice.6 100.6 3.4 100.1 96. 75 .0 Valid Percent 83.1 13.6 3.Marketing Research.0 Cumulative Percent 83.4 100.Nestle Juices Location No Response Defense Gulberg Cantt Link Road Bhatta Chock badian ANARKALI SHADMAN CAVELRY DEGREE OF SATISFACTION WITH PACKAGING OF NESTLE ORANGE JUICE Satisfaction with Packaging of Nestle Juice Frequency 49 8 2 59 Percent 83.1 13.0 Valid Yes No 3 Total According to the question posed to retailers regarding packaging of Nestle Orange Juice.

6 100.1 55.1 28.9 81.5 15.8% of the retailers ranked Shezan as top competitors. 28.1 1.3 3.8 5.1 1.3 3.2 8.7 10.0 62.7 72.Marketing Research.4 96.8 5.0 Cumulative Percent 27.4 100.0 Valid Percent 27.2 8.1 28.0 Valid Minute Maid Shezan Haleeb Others All M&S S&H M&H Total We asked the retailers to tell us about the major competitors of Nestle Orange Juice so as to know what May be the reason attributed by the retailers to the declining sales of Nestle Orange Juice.5 15.4 100.9 61.Nestle Juices Satisfaction with Packaging of Nestle Juice Yes No 3 MAJOR COMPETITORS OF NESTLE ORANGE JUICE Major Com petitor of Nestle Orange Juice Frequency 16 17 3 1 6 5 9 2 59 Percent 27. 76 . Retailers marked Shezan and Minute Maid as being the major competitors where the consumer is most likely to witch to.7 10.

Major Competitor of Nestle Orange Juice Minute Maid Shezan Haleeb Others All M&S S&H M&H DURATION IN RETAIL BUSINESS Duration in Retail Busines Frequency One Year 17 Two Years 27 Three Years 6 Others 9 Total 59 Percent 28.0 Cumulative Percent 28.8 45.Marketing Research.8 45.0 Valid 77 .0 Valid Percent 28.8 74.3 100.7 100.2 15.8 10.Nestle Juices Minute Maid being a newly launched Orange Juice has also been marked as second major competitors by 27.8 10.6 84.1% of the retailers.3 100.2 15.

Duration in Retail Busines 50 40 Percent 30 20 10 0 One Year Two Years Three Years Others Duration in Retail Busines REGULAR SUPPLY OF NESTLE ORANGE JUICE Supplies of Nestle Orange Juice Frequency 26 33 59 Percent 44.0 Valid Yes No Total 78 .9 100. as old is a retail store.9 100. more it is known by the community.8 % of the retailers were in their current business since two years.0 Cumulative Percent 44.8 % of retailers were in the said business for around a year and 10.2% for three years.0 Valid Percent 44.Marketing Research. 28.1 55.1 55.1 100. As per our analysis 45. We selected those retailers who were at least in the retailing business for more than a year.Nestle Juices The number of years spent in a particular business is one of the important attribute.

0 Valid Yes No Total 79 .Nestle Juices We asked the retailers about whether they get timely and sufficient supply of Nestle Orange Juice. and surprising results were revealed.5 52. Supplies of Nestle Orange Juice 60 50 40 Percent 30 20 10 0 Yes No Supplies of Nestle Orange Juice AFFECT OF PRICE CHANGE ON SALES Affect of Price changes on sales Frequency 28 31 59 Percent 47. This comprises of more than a half of the retailers who are not getting supply of nestle Orange juices as desired by them.Marketing Research.0 Valid Percent 47.5 52.5 100. 55.9% of the retailers replied that they do not receive timely and sufficient supply from Nestle.5 100.0 Cumulative Percent 47.5 100.

0 Valid Percent 44. Affect of Price changes on sales 60 50 40 Percent 30 20 10 0 Yes No Affect of Price changes on sales NESTLE CHILLERS Cumulative Percent 44.0 Frequency Valid Yes No Total 26 33 59 Percent 44.1 100. We asked the retailers about their Responses regarding this aspect. However rest of there retailers said that it did not effected their sales.0 While we surveyed the distributors we found out that 44. This is almost half of the retailers saying so. the price of nestle Orange Juice has also been raised.9 100.1% of the distributors had proper Nestle chillers available with them where they had placed Orange Juice to cool down and from these 80 .5% of the retailers responded that the change has affected the sales. 47.Marketing Research. We asked the retailers whether increase In price effects the sales or not.9 100.1 55.Nestle Juices In 2008.1 55.

Marketing Research.9% of the distributors did not have Nestlé’s supplied chillers.5 35. what package size of Nestle orange juice is being sold the most.5% sales rate while 1000ml had a 35.9 100.0 Valid Percent 30. PACKAGING OF NESTLE JUICES WHICH SELLS THE MOST Frequency Valid 200 ml 1000 ml Both Total 18 21 20 59 Percent 30.Nestle Juices chillers consumers were being provided cool and chilled packs of Nestle orange juice.5 35.6 33.5 66.9 100.0 Cumulative Percent 30.6 33.1 100.6% sales rate. From the survey results we found out that the sales of both 200ml and 1000 ml packs were almost the same.0 Also during our study we tried to figure out that as per the distributors. 81 . The difference is very small and thus we can see and conclude that both 200ml and 1000ml packs of Nestle Orange Juice are equally popular with the people and people are in need of and buy both sizes. 200ml had 30. The demand of 1000ml is slightly more that 200ml but this difference is very small and is almost negligible. Also as it is evident from the table and the graph as well that 55.

Marketing Research. its taste is bitter so it gives the best taste when chilled. 82 . Also.Nestle Juices CONCLUSION As all the questionnaires were administered by us. Juices are preferred when they are properly chilled. especially in case of Nestle Orange Juice. we came across certain findings other than our questionnaires. they said that there is a low availability of chillers from Nestle. According to the retailers this also is the problem adding to declining sales. It has a ridiculous taste if hot. They say that demand is very much higher than the supply received. They said that the only thing that is hindering the sales is lack of timely supply as well as insufficient supply. We recorded those findings as: Retailers had biggest supply problem.

5% retailers do not stock Nestle Juice.0% 43 72.Nestle Juices CROSS TABS PREFERENCE OF RETAILERS TO STOCK NESTLE ORANGE JUICE To check whether the retailers like to stock Nestle Juices at their outlets or not? In the questionnaire. questions were asked regarding whether the retailers keep stock of Nestle Orange Juice with them or not? By using the data obtained from questionnaire a cross tab was made to see the relationship between the brands Nestle and in particular it’s orange juice and between the counts of stocks the retailers hold with them.1% Count % within Juices Brand (Nestle) Total Count % within Juices Brand (Nestle) Analysis: From the above cross tab between Nestle Orange juice and count of stock we can see that out of a total of 100% supplies of Nestle. From the results of this questionnaire the following hypothesis was concluded: Hypothesis 1: A significant relationship exists between Nestle brand juices and preference to stock then by the Retailers. 76.9% 1 100.0% 16 27. Stock Juices Yes Juices Brand (Nestle) Yes Count % within Juices Brand (Nestle) No Count % within Juices Brand (Nestle) Missing Total Yes 12 51 100. 83 .9% 23.1% 0 .0% 59 100. pertaining to the retailers.0% No 39 76.0% 1 100. Therefore from this table we can see clearly that retailers like to place Nestle Juice and like to stock it with them.5% 3 42.0% 7 100.5% 4 57.5% retailers stock Nestle Juices and only 23.Marketing Research.

9% 7 Total Yes 43 100. From the results of this questionnaire the following hypothesis was concluded: Hypothesis 2: A significant relationship exists between Shezan brand juices and preference to stock then by the Retailers. questions were asked regarding whether the retailers keep stock of Shezan Orange Juice with them or not? By using the data obtained from questionnaire a cross tab was made to see the relationship between the brand Shezan ’s orange juice and between the count of stocks the retailers hold with them. Stock Juices Yes Juices Brand (Shezan) Yes Count % within Juices Brand (Shezan) No Count 34 79.Nestle Juices Results: The findings from the cross tab does fully support the hypothesis and we can say safely that retailers like to stock a significant amount of Nestle Orange Juice with them.0% 16 84 . PREFERENCE BY RETAILERS TO STOCK SHEZAN ORANGE JUICE To check whether the retailers like to stock Shezan Juices at their outlets or not? In the questionnaire.1% 9 No 9 20. pertaining to the retailers.Marketing Research.

0% 59 100.9% do not stock Shezan juices.9% 43.Marketing Research.1% 100. 85 . Results The findings from the cross tab supports the hypothesis and we can say that retailers like to stock a Shezan Orange Juice with them.8% 16 27.1% retailers Shezan Juices while 20.3% 43 72.0% Analysis From the above cross tab between Shezan Orange juice and count of stock we can see that out of a total of 100% supplies of Shezan Orange juice. Therefore from this table we can see clearly that retailers also like to place Shezan orange Juice with them. 79.Nestle Juices % within Juices Brand (Shezan) Total Count % within Juices Brand (Shezan) 56.

6% 27 75. Stock Juices Yes Juices Brand (Minute Maid) Yes Count % within Juices Brand (Minute Maid) No Count % within Juices Brand (Minute Maid) Total Count % within Juices Brand (Minute Maid) 16 69. Therefore from this table we can see clearly that retailers also like to place Minute maid with them.9% No 7 30. 69. From the results of this questionnaire the following hypothesis was concluded: Hypothesis 3: A significant relationship exists between Minute Maid juices and preference to stock then by the Retailers.0% 16 27.0% Analysis From the above cross tab between Minute Maid and count of stock we can see that out of a total of 100% supplies of Minuet Maid.4% of retailers do not stock Minute Maid.0% 43 72.Nestle Juices PREFERENCE BY RETAILERS TO STOCK MINUTE MAID JUICE To check whether the retailers like to stock Minute Maid at their outlets or not? In the questionnaire.4% 9 25.Marketing Research. pertaining to the retailers.1% Total Yes 23 100.6% of retailers stock Minute Maid while 30. questions were asked regarding whether the retailers keep stock of Minute Maid with them or not? By using the data obtained from questionnaire a cross tab was made to see the relationship between the brand Minute Maid and between the count of stocks the retailers hold with them. 86 .0% 36 100.0% 59 100.

we tried to see the relationship between the appealing advertisement and the sale of Nestle Orange Juice. Sale Of Nestle Orange Juice YES Appealing YES Count 9 NO 14 Total 23 87 .Nestle Juices Results The findings from the cross tab supports the hypothesis and we can say that retailers also like to stock Minute Maid with them.Marketing Research. Hypothesis 4: There is a significant relationship between sales and appealing advertisement of Nestle Orange Juice. RELATION OF ADVERTISEMENT WITH SALE OF NESTLE ORANGE JUICE To check whether this hypothesis is true or not.

By using the data obtained from questionnaire a cross tab was made to see the relationship between the sales of Nestle orange juice and the Profit margin of Nestle Orange juice. From the results of this questionnaire the following hypothesis was concluded: Hypothesis 5: A significant relationship exists between the sales and the profit margin of Nestle Orange Juice Profit Margin Per Pack Most Sold Brand of Orange Juice (Nestle) Highest Sales Count % within Most Sold Brand of Orange Juice (Nestle) Lowest Sales Count % within Most Sold Brand of Orange Juice (Nestle) 5 11.0% Analysis The table shows that 69 retailers were questioned regarding the appealing advertisement of Nestle Orange Juice.0% 46 100.0% 60. In the questionnaire the questions were asked regarding the sales pattern of Nestle orange juice that is whether the sales are high or low.0% 15 100. Only 39.9% 17 37.0% 38 55.3% Total Per Pack 44 100.3% Both 8 18.1% said that appealing advertisement will have an effect on the sales of Nestle Orange juice Result: In short our hypothesis is not supported EFFECT OF SALES OF NESTLE ORANGE JUICE ON PROFIT MARGIN To check whether sales has any impact on the profit margin of Nestle orange juice.0% 69 100.3% Per Carton 31 70.Marketing Research.4% 2 13.9% of retailers believe that appealing advertisement will not have an effect on sales of Nestle Orange Juice.Nestle Juices Advertisement NO % within Appealing Advertisement Count % within Appealing Advertisement Total Count % within Appealing Advertisement 39.0% 31 45. The table shows that 60.2% 11 73.1% 29 63.5% 2 13.0% 88 .0% 100.

Therefore from this table we can conclude that when there are sales in bulk.3% of the retailers say that their low profit margin is due to pack juices.9% 33 55.4% say that the resultant profit margin of this high sale is due to pack sales while 70.3% say that it is due to carton sales while 73. The table also shows that those retailers who are experiencing low sales of Nestle Orange juice amongst those retailers 13. 11.9% 19 32. Results The findings from the cross tab supports the hypothesis and we can say that as the sales of Nestle Orange juice rises up. the same percent that is 13.Marketing Research.3% of the retailers attribute this low sales to both pack and carton sales. the resultant profit margin also goes up so we accept the hypothesis. in cartons it results in high profit margin.5% say that the profit margin is due to carton sales while 18.2% of them attribute the high profit margin sales to the sales of both pack and carton sales. that is.Nestle Juices Total Count % within Most Sold Brand of Orange Juice (Nestle) 7 11.2% 59 100.0% Analysis From the above cross tab between sales and the profit margin of Nestle orange juice we can see that amongst the group of retailers who are experiencing highest sales of nestle orange juice. 89 .

8% 33 55.2% Total Per Pack 25 100.5% of the retailers attribute this low sales to both pack and carton sales. 61. The table also shows that those retailers who are experiencing low sales of Shezan Orange juice amongst those retailers 11.9% Both 10 40.0% 59 100.0% Analysis From the above cross tab between sales and the profit margin of Shezan orange juice we can see that amongst the group of retailers who are experiencing highest sales of Shezan orange juice.Marketing Research.0% 9 26. 12% say that the resultant profit margin of this high sale is due to pack sales while 48% say that the profit margin is due to carton sales while 40% of them attribute the high profit margin sales to the sales of both pack and carton sales.0% 21 61.Nestle Juices EFFECT OF SALES OF SHEZAN ORANGE JUICE ON PROFIT MARGIN To check whether sales has any impact on the profit margin of Shezan orange juice.0% 34 100.0% 4 11. 90 . in cartons it results in high profit margin.5% 19 32.9% Per Carton 12 48. Therefore from this table we can conclude that when there are sales in bulk. that is. From the results of this questionnaire the following hypothesis was concluded: Hypothesis 6: A significant relationship exists between the sales and the profit margin of Shezan Orange Juice Profit Margin Per Pack Most Sold Brand of Orange Juice (Shezan) Highest Sales Count % within Most Sold Brand of Orange Juice (Shezan) Lowest Sales Count % within Most Sold Brand of Orange Juice (Shezan) Total Count % within Most Sold Brand of Orange Juice (Shezan) 3 12.8% say that it is due to carton sales while 26.8% 7 11. In the questionnaire the questions were asked regarding the sales pattern of Shezan orange juice that is whether the sales are high or low.8% of the retailers say that their low profit margin is due to pack juices. By using the data obtained from questionnaire a cross tab was made to see the relationship between the sales of Shezan orange juice and the Profit margin of Shezan Orange juice.

6% Total Per Pack 28 100. From the results of this questionnaire the following hypothesis was concluded: Hypothesis 7: A significant relationship exists between the price of the juice and the profit margin of Nestle Orange Juice Profit Margin Per Pack Affect of Price changes on sales Yes Count % within Affect of Price changes on sales 1 3. carton or both.6% Per Carton 19 67. the resultant profit margin also goes up so we accept the hypothesis. EFFECT OF PRICE CHANGE ON PROFIT MARGIN OF NESTLE ORANGE JUICE To check whether changes in price of Nestle orange juice has any impact on the profit margin due to sales of Nestle orange pack. In the questionnaire the questions were asked regarding the effect of change of price of Nestle orange juice.0% 91 . By using the data obtained from questionnaire a cross tab was made to see the relationship between price change and resultant profit margin of Nestle Orange juice.Marketing Research.9% Both 8 28.Nestle Juices Results: The findings from the cross tab supports the hypothesis and we can say that as the sales of Shezan Orange juice rises up.

Therefore from this table we can clearly conclude that the more the price changes the more the profit margin varies at the level of carton sales.6% said that the change in the price of Nestle orange effected profit margin per pack.6% said that the price change has an impact on the profit margin of both pack and carton.5% 19 32.Nestle Juices No Count % within Affect of Price changes on sales Total Count % within Affect of Price changes on sales 6 19.9% 11 35.4% 7 11.0% 59 100. Results The findings from the cross tab supports the hypothesis and we can say that as the price changes of Nestle Orange juice the resultant profit margin also starts changing and so we accept the hypothesis.9% say that the effect of price has an impact on profit margin per carton and 28. 92 .0% Analysis From the above cross tab we can see that out of 28 distributors who were reached 3.Marketing Research.9% 14 45.2% 31 100.2% 33 55. whereas a large chunk of 67.

• • • • 93 . There should be vigorous advertisement of the brand with telecasting quality TV commercials that should cater the target audience Company should do celebrity endorsement. • The sample size for retailers was very small. RECOMMENDATION Through the questionnaires we came to know People’s recommendations and suggestions regarding Nestle orange juice. Most of the people consuming Nestle Orange juice suggested that Nestle should think about adding add pulp content in their Nestle Orange juice. to promote the brand to increase consumption and hence sales.Nestle Juices LIMITATION Some of the limitations that we faced during our project are as follows: • • Time constraint. Limited resources ( financial. Lahore School of Economics and Kinnaird College.Marketing Research. Nestle should consider about decreasing the price of Nestle Orange juice in order to increase sales. People complained that Nestle should increase the content of juice from 200ml to 250 ml because most of the other brands such as Shezan and county are available in 250 ml packing therefore Nestle should take into consideration about increasing the juice content from 200ml to 250ml. During our survey we found that most of the sales of 200 ml packaging of Nestle Orange juice are in schools and colleges. In the first quarter of 2008 Nestle Juices added a new flavor to their product range. • A very important area for improvement is advertisement and promotional activities of Nestle Orange Juice. o Research is conducted only in educational institutes of Lahore i. This diversification in product range has somewhat affected the sales of Nestle Orange juice. manpower) o The research could only be conducted in the city of Lahore due to limited resources and manpower. The Company is diversifying its product range. During our analysis we found out that most of the respondents were unaware about the new campaign of Nestle Orange juice named “Sunrise Campaign”.e.

Nestle Juices 94 .Marketing Research.

They were still consuming Nestle Orange juice despite the bitter taste. It might be due to o change in internal Company polices or strategies. From the results of the survey we can conclude that the problem of decline in sales was not mostly due to change in consumer perceptions towards taste or other competing brands.Marketing Research. The analysis showed that people also have liking towards Nestle Orange juice.Nestle Juices CONCLUSION After going through all the stages of marketing research process in order to know the reasons for declining sales of Nestle Orange juice we found that most of the people were quite satisfied with the taste of Nestle orange juice. 95 . To some extent the consumers were satisfied with the price of Nestle orange juice because according to them they perceive Nestle Juices to be quality and healthy juices.

Marketing Research- Nestle Juices

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Marketing Research- Nestle Juices

CONSUMER QUESTIONNAIRE
We are students of Lahore School of Economics and are conducting a survey on Nestle Orange juice. The results of the survey will be entirely used academic purposes. Your corporation will be appreciated. PERSONAL INFORMATION ------------------------------------------------------------------------------------Gender: Male Age: Less than 15 Residential Area: Gulberg Others______________ Less than 15000 and above Defence Model Town 16-20 21-25 26-30 31-35 and above Female

Which income bracket do you fall in? 16000-25000 26000-35000 36000

Educational Level: ______________________ ______ (Please Specify)

Do you drink juice? Yes Fresh Shezan No Packaged Nestle Both Minute Maid Haleeb What is your preference? Which brand do you prefer?

Others ______________ (Please specify) Which flavor do you like the most? Apple Guava (Please specify) Pineapple Mixed Orange Others Grapes ___________________

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Marketing Research- Nestle Juices
Indicate your degree of liking.

LIKE A LOT

LIKE

NEUTRAL

DISLIKE

DISLIKE A LOT

Shezan Nestle Minute Maid Haleeb Others Please specify

Indicate your degree of liking.
LIKE A LOT LIKE DISLIKE DISLIKE A LOT

Apple Pineapple Orange Grapes Guava Mixed Other (Specify)

How important are the following factors in influencing your purchase of packaged juice? Very
Very important Important Neutral Unimportant Unimportant

Price Packaging Quality Taste Sugar Free Fruit Content Appealing Advertisement

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Nestle Juices How important are the following factors in influencing your purchase of packaged juice? HALEEB ORANGE JUICE Very important Important Neutral Very Unimportant Unimportant Price Packaging Quality Taste Sugar Free Fruit Content Appealing Advertisement NESTLE ORANGE JUICE Very important Important Neutral Very Unimportant Unimportant Price Packaging Quality Taste Sugar Free Fruit Content Appealing Advertisement SHEZAN ORANGE JUICE Very important Important Neutral Very Unimportant Unimportant Price Packaging Quality Taste Sugar Free Fruit Content Appealing Advertisement 99 .Marketing Research.

Nestle Juices MINUTE MAID Very important Important Neutral Very Unimportant Unimportant Price Packaging Quality Taste Sugar Free Fruit Content Appealing Advertisement SECTION A (For nestle users. if not you are not nestle user. please flip over and move to section B) How often do you drink Nestle orange juice? Daily Weekly Occasionally How many times in a day do you take Nestle orange juice: _______ times (Please specify) Where do you purchase juice from? (tick all that apply) Small town shops Departmental stores ___________________ (Please specify) What packaging size do you purchase? 200ml 1000ml Both ________________ (Please specify) Others If Nestle orange juice is not available which other brand do you prefer? Shezan Others ________________ Minute Maid (Please specify) Haleeb Country 100 .Marketing Research.

which One? _____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________ No 101 . Have you seen the latest ad of Nestle Orange Juice? Yes If yes. What do you think about the taste of Nestle orange juice? Please Tick.Marketing Research. Please select your reason(s) for not drinking Nestle Orange juice (Tick all that apply) Bitter taste High price Missing pulp content Others ________________ (Please specify) Q. Very Good Good Neutral Bad Very Bad SECTION B (For other brands) Q.Nestle Juices Q.

____ Country b. Per juice carton 102 . Your corporation will be appreciated. ____ Haleeb d. One year b. Two years c.Nestle Juices RETAILER QUESTIONNAIRE We are students of Lahore School of Economics and are conducting a survey on Nestle Orange juice. ____ Others Is the profit margin on sales of Nestle orange juice made a. Name: __________________ Location: ___________________ How long have you been in the retail business? a. ____ Minute Maid f. ____ Shezan e. Three years d. ____ Nestle c. The results of the survey will be entirely used academic purposes. Per pack (200 ml or 1000 ml) b.Marketing Research. Others _______ (Please Specify) Do you stock juice? Yes No Which brands of juices? Tick all that apply ◊ Country ◊ Nestle ◊ Haleeb ◊ Shezan ◊ Minute Maid ◊ Others Which flavors of juices? Tick all that apply ◊ Apple ◊ Orange ◊ Pineapple ◊ Grapes ◊ Mango ◊ Others ______________ (Please Specify) Which is the most sold brands of orange juice? Rank a.

then how many? _______ Who are the main customers of Nestle orange juice? a. Minute Maid a. Yes b.Marketing Research. which brand is the major competitor of Nestle Orange juice? (tick all that apply) c. No How has the change in price affected the sales of Nestle orange juice recently? _____________________________________________________________________________ _____________________________________________________________________________ 103 . Others __________ (Please Specify) What do you think about the new advertising strategy of Nestle orange juice? _____________________________________________________________________________ _____________________________________________________________________________ _____________________________________________________________________________ ___ Do price changes have any effect on the sales of Nestle orange juice? a. House wife’s c. Servants d. Both __________ (Please Specify) According to you currently. 200 ml a. Yes b. Yes b. Others __________ (Please Specify) Are consumers satisfied with the packaging of Nestle orange juice? a. No Does your outlet have a Nestle chiller? a. Shezan b.Nestle Juices Do you get regular supplier of Nestle orange juice? a. Yes b. Haleeb c. No Which packaging of Nestle orange juice sells the most? c. College Students b. 1000 ml b. No If yes.

Marketing Research.Nestle Juices _____________________________________________________________________________ ___ 104 .

Nestle Juices 105 .Marketing Research.

Marketing Research.Nestle Juices CONSUMER QUESTIONNAIRE CODE CODE CODE CODE VARIABLES QUESTIONS Gender Age Residential area Income bracket Educational level Juice intake Preferences Brand preferences Degree of liking Shezan Degree of liking Nestle Degree of liking Minute Maid Degree of liking Haleeb Degree of liking Other brand Flavor Degree of liking Apple Degree of liking Q1 Q2 Q3 Q4 Q5 Q6 Q7 V1 V2 V3 V4 V5 V6 V7 V8 1 1 1 1 1 1 1 1 1 1 1 1 1 1 6 1 1 Male 16-20 Gulberg Less than 1500 MBA Yes Fresh Shezan Like a lot Like a lot Like a lot Like a lot Like a lot Apple Mixed Like a lot Like a lot 2 2 2 2 2 2 2 2 2 2 2 2 2 2 7 2 2 Female 21-25 Defence 16000-25000 Bachelors No Packaged Nestle Like Like Like Like Like Pineapple Others Like Like 3 3 Neutral Neutral 4 4 Dislike Dislike 5 5 Dislike a lot Dislike a lot 3 3 3 3 3 3 3 3 Both Minute Maid Neutral Neutral Neutral Neutral Neutral Orange 4 4 4 4 4 4 4 Haleeb Dislike Dislike Dislike Dislike Dislike Grapes 5 5 5 5 5 5 5 Others Dislike a lot Dislike a lot Dislike a lot Dislike a lot Dislike a lot Guava 3 3 3 3 26-30 Modeltown 2600035000 Others 4 4 4 4 31-35 Others 36000 above and Q9 V9 V10 V11 V12 V13 Q10 Q11 V14 V15 V16 106 CODE .

Nestle Juices Pineapple V17 V18 V19 V20 V21 Q12 Degree of liking Orange Degree of liking Grapes Degree of liking Guava Degree of liking Mixed Degree of liking Other brand 1 1 1 1 1 Like a lot Like a lot Like a lot Like a lot Like a lot Very 1 important Very 1 important Very 1 important Very 1 important Very 1 important Very 1 important Very 1 important 2 2 2 2 2 Like Like Like Like Like 3 3 3 3 3 Neutral Neutral Neutral Neutral Neutral 4 4 4 4 4 Dislike Dislike Dislike Dislike Dislike 5 5 5 5 5 Dislike a lot Dislike a lot Dislike a lot Dislike a lot Dislike a lot Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Factors influencing purchase V22 V23 V24 V25 V26 V27 V28 Price Packaging Quality Taste Sugar free Fruit Content Appealing Advertisement 2 2 2 2 2 2 2 Important Important Important Important Important Important Important 3 3 3 3 3 3 3 Neutral Neutral Neutral Neutral Neutral Neutral Neutral 4 4 4 4 4 4 4 Unimportant Unimportant Unimportant Unimportant Unimportant Unimportant Unimportant 5 5 5 5 5 5 5 Q13 Factors influencing packaged juice Haleeb V29 V30 Price Packaging Very 1 important 1 Very 2 2 Important Important 3 3 Neutral Neutral 4 4 Unimportant Unimportant 5 5 Very unimportant Very 107 .Marketing Research.

Nestle Juices important V31 V32 V33 V34 V35 Quality Taste Sugar free Fruit Content Appealing Advertisement Very 1 important Very 1 important Very 1 important Very 1 important Very 1 important Very 1 important 1 1 1 1 1 1 1 Very important Very important Very important Very important Very important Very important Very 2 2 2 2 2 Important Important Important Important Important 3 3 3 3 3 Neutral Neutral Neutral Neutral Neutral 4 4 4 4 4 Unimportant Unimportant Unimportant Unimportant Unimportant 5 5 5 5 5 unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very Nestle Orange Juice V36 V37 V38 V39 V40 V41 V42 Shezan V43 Price 2 Important 3 Neutral 4 Unimportant 5 Price Packaging Quality Taste Sugar free Fruit Content Appealing Advertisement 2 2 2 2 2 2 2 Important Important Important Important Important Important Important 3 3 3 3 3 3 3 Neutral Neutral Neutral Neutral Neutral Neutral Neutral 4 4 4 4 4 4 4 Unimportant Unimportant Unimportant Unimportant Unimportant Unimportant Unimportant 5 5 5 5 5 5 5 108 .Marketing Research.

Nestle Juices important V44 V45 V46 V47 V48 V49 Minute Maid V50 V51 V52 V53 V54 V55 V56 Price Packaging Quality Taste Sugar free Fruit Content Appealing Advertisement 1 1 1 1 1 1 1 Very important Very important Very important Very important Very important Very important Very important 2 2 2 2 2 2 2 Important Important Important Important Important Important Important 3 3 3 3 3 3 3 Neutral Neutral Neutral Neutral Neutral Neutral Neutral 4 4 4 4 4 4 4 Unimportant Unimportant Unimportant Unimportant Unimportant Unimportant Unimportant 5 5 5 5 5 5 5 Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Packaging Quality Taste Sugar free Fruit Content Appealing Advertisement 1 1 1 1 1 1 Very important Very important Very important Very important Very important Very important 2 2 2 2 2 2 Important Important Important Important Important Important 3 3 3 3 3 3 Neutral Neutral Neutral Neutral Neutral Neutral 4 4 4 4 4 4 Unimportant Unimportant Unimportant Unimportant Unimportant Unimportant 5 5 5 5 5 5 unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant Very unimportant 109 .Marketing Research.

Nestle Juices SECTION A Q14 Q15 Q16 Q17 V57 V58 V59 V60 Intake of juice Intake of juice in a day Juice purchasing Size of purchased juice Preferred purchase in replace of Nestle Orange Juice Price & taste comparison 1 1 1 1 Daily One time Small town 200ml 2 2 2 2 Weekly Two times Departmental store 3 3 3 3 Occasionally Three times Others Both 1&2 4 Four times 1000ml Q18 Q19 V61 V62 1 1 Shezan Very good 2 2 Minute Maid Good 3 3 Haleeb Neutral 4 4 Country Bad 5 5 Others Very bad SECTION B Q20 Q21 Q22 V63 V64 V65 Reason for not taking Nestle Orange Latest Nestle Ad Which one 1 1 1 Bitter taste Yes Sun Rise Campaign 2 2 High Price No 3 Missing Pulp Content 4 Other 110 .Marketing Research.

Marketing Research.Nestle Juices RETAILER QUESTIONNAIRE C ODE CODE CODE CODE VARIABLE Q1 Q2 Q3 Q4 Q5 Q6 V1 V2 V3 V4 V5 V6 Name Location Business tenure Juice Stocking Brands of juices Flavors of Juices 1 1 1 6 1 6 Q7 V7 Most sold brands Profit margin on Orange Juice sale Netlse 1 1 1 1 1 1 6 Q8 Q9 Q10 Q11 Q12 V8 V9 V10 V11 V12 One year Yes Country Others Apple Others Country Others Per pack (200ml & 1000ml) QUESTION 2 2 2 2 Two years No Nestle Orange 3 Three Years 4 Others Minute Maid Mango Minute Maid 3 3 Haleeb Pineapple 4 4 Shezan Grapes 2 Nestle Per Juice carton No No Two House wives 3 Haleeb 4 Shezan 2 2 2 2 2 Regular supply of Nestle Orange Nestle Chiller availability quantity if you have Nestle Chiller Main customers Yes Yes One College students 3 3 Three Servants 4 4 Others Others 111 CODE 5 5 5 .

Marketing Research.Nestle Juices Q13 Q14 Q15 Q16 Q17 V13 V14 V15 V16 V17 Customer satisfaction? More Nestlke package sale Major competitor of Nestle Orange Juice New advertising Strategy Price affect on Orange juice sale Nestle 1 Yes 2 No Remained Same 1 1 1 1 Yes 200ml Minute Maid Like a Lot 2 2 2 2 No 1000ml Shezan Like 3 3 3 Others Haleeb Dislike 4 4 Others Dislike a Lot Q18 V18 Affect on sale due to change in price of Nestle Orange juice 1 Increase 2 Decrease 3 112 .

pk 113 .Nestle Juices REFERENCES  Beenish Pervaiz o Assistant Brand Manger (Nestle Juices)  Anis Iqbal Sheikh o Director (Al-Fatah)  Rein Vervoort o Director Operations (Metro)  Tariq Waseem o Floor Manager (HKB)  Rafia Khan o Financial Analyst (Nestle)  www.nestle.Marketing Research.com.

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