Professional Documents
Culture Documents
Competitive Analyses of Nestle-S Nescafe Sunrise Coffee in Goa
Competitive Analyses of Nestle-S Nescafe Sunrise Coffee in Goa
PROJECT REPORT
ON COMPETITIVE ANALYSES OF NESTLE S NESCAFE SUNRISE COFFEE IN GOA FOR NESTLE INDIA LTD
SUBMITTED TO UNIVERSITY OF PUNE IN PARTIAL FULFILLMENT OF 2 YEARS FULLTIME COURSE MASTERS IN MARKETING MANAGEMENT
(BATCH 2005-2007)
__________________________________________________________________________ -1-
COMPANY CERTIFICATE
__________________________________________________________________________ -2-
CERTIFICATE
KALPESH L. CHODANKAR the sources used by him have been acknowledged in his report. The report is submitted in the partial fulfillment of two-year full time course in MASTERS IN MARKETING MANAGEMENT (2005-2007) as per the rules of the PUNE UNIVERSITY.
Date :
Place :
__________________________________________________________________________ -3-
ACKNOWLEGEMENT
It takes a great pleasure to express my heartfelt gratitude to those who have directly or indirectly helped me in the project.
I would like to thanks first of all to the god , my family members, my friends who have been to me of great support throughout the project.
Sinhgad Institute of Business Administration and Computer Application, Lonavala) for providing the opportunity for successful completion of this project.
I want to give special acknowledgement to Mr. Sankalp Thali ( Sales officer North Goa- Nestle India Ltd), for giving me a chance to work for the company. He initiated my thought process and added many ideas to improve this project.
I am deeply indebted to my Company Guide Mr. Rajeev Karkada, ( Area sales Manager- Nestle India Ltd) for his endless support during the project. He taught me a great deal, helped me and gave me support as and when required..
invaluable guidance and support that helped me carry out this project successfully. His expert guidance and keen interest in my study kept me motivated at all times.
__________________________________________________________________________ -4-
I would also like to thank company s sales team, Company s distributors my respondents who spend their valuable time for providing information and filling up the questionnaire and for making this project a successful one.
TITLE INDEX
SR.NO. 1
4-5
COMPANY PROFILE
6 - 27
RESEARCH METHODOLOGY
28 - 30
31 - 38
FINDINGS
39
LIMITATIONS
40
CONCLUSION
41
RECOMMENDATION
42
10
BIBLIOGRAPHY
43
__________________________________________________________________________ -5-
11
ANNEXTURE
44 - 45
__________________________________________________________________________ -6-
CHAPTER 1
__________________________________________________________________________ -7-
CHAPTER 2
__________________________________________________________________________ -8-
CHAPTER 3
INTRODUCTION TO THE COMPANY CORPORATE INFORMATION COMPANY S PRODUCT PROFILE PRODUCTS PHOTOGRAPH HISTORYCAL DEVELOPMENT OF THE COMPANY FACTORY PHOTOGRAPH SWOT ANALYSES OF THE COMPANY LIST OF COMPETITORS DISTRIBUTION NETWORK OF COMPANY ABOUT NESCAFE SUNRISE AND HLL- BRU COFFEE
__________________________________________________________________________ -9-
CHAPTER 4
__________________________________________________________________________ - 10 -
CHAPTER 5
CHAPTER 6
__________________________________________________________________________ - 11 -
CHAPTER 7
__________________________________________________________________________ - 12 -
CHAPTER 8
__________________________________________________________________________ - 13 -
CHAPTER 10
__________________________________________________________________________ - 14 -
CHAPTER 11
__________________________________________________________________________ - 15 -
CHAPTER 11
__________________________________________________________________________ - 16 -
__________________________________________________________________________ - 17 -
EXECUTIVE SUMMARY
Every business organization big or small has its own sets of problems. Sometimes they enjoy advantages over others. Sometimes they also have to bear the heat of the competition. They are not above the ups and downs of the business.
Nestle India Ltd is India s biggest FMCG company having variety of products in Beverages, Infant food/ Milk food, Chocolates and Confectionery Culinary Products. But the company is facing a stiff competition in the market especially in beverages it has a competition for Nescafe Sunrise coffee from HLL Bru coffee in Goa Region. To some extent HLL_ Bru
coffee is boosting its sales capturing the market share of the Nestl s Nescafe Sunrise.
Title
The Main objective of this study is as follow : To find the market share of Nestle s Nescafe Sunrise Coffee and HLL- Bru. To know the customer demand for nestle s Nescafe sunrise coffee as against HLLBru coffee from retailers. To understand if any shortcomings from the retailers for Nescafe sunrise coffee with reference to the sale in their shop.
__________________________________________________________________________ - 18 -
This study required a detailed study of Goa region. A detail retailer survey was conducted to find out all the aspects of coffee market in Goa. Potential retailers who keeps Nestl s Nescafe Sunrise & HLL-Bru Coffee were only surveyed to know the effect of both the Brands sale in their outlet To conduct the detail study a printed Questionnaire was prepared for the retailers & direct Interviews were held tom get the first hand information. The data collected from the survey was analyzed & conclusion is drawn. Based on the interpretation & analysis made the recommendation or Suggestions were put across to the Company to improve or increase the sale of Nescafe Sunrise Coffee.
FINDINGS
Nestle s Nescafe sunrise is having more market share as compare to HLL- Bru in Goa Promotional offer plays a very important role in selling more of HLL- Bru coffee by the retailers Nescafe Sunrise coffee is having more customer demand as regard HLL- Bru in the market. There is less focus given on advertisement for Nescafe sunrise coffee. HLL is having more Product line in coffee segment so the retailers are having a wide choice to keep the product according to the customer demand. Some contest should be run so as to influence the retailers to sell more and run the contest.
__________________________________________________________________________ - 19 -
CONCLUSION
Nestle India Limited is one of the fastest growing FMCG Company with its strengths for ongoing product innovation & renovation. It performs very well. It still have a stiff competition in the market for its various products especially from HLL Nestle s Nescafe Sunrise Premium Coffee. The analysis & Interpretation made in this study by me comes to the conclusion that there is an increasing demand for coffee in Goa. Promotional offer plays a very important role incase of retailers to sell more & Consumers to purchase more. HLL strength in coffee Bru Coffee for
segment is that it offers better promotional offer to the retailers, so the retailers are influence to sell more even though the demand is more to Nestle s Sunrise Coffee in Goa. Finally I would like to conclude that Nestle s Nescafe Sunrise coffee can capture the HLL Bru market share if there is more attractive promotional offer & consumer awareness
__________________________________________________________________________ - 20 -
To find the market share of Nestl s Nescafe Sunrise coffee as against the HLL Bru coffee.
To know the customer demand for Nestl s Nescafe sunrise coffee as against the Hindustan Lever s Bru coffee from retailers.
To understand the shortcomings from the retailers for Nescafe sunrise coffee with reference to the sale in their shop.
To determine what are the reasons for the retailers on selling more and to purchase it more.
To give suggestion or recommendation to the company on how to improve or increase the sale of Nescafe sunrise coffee in Goa
__________________________________________________________________________ - 21 -
The study and analyses made through survey in this project is within the boundary of Goa region. The respondents are the potential retailers who only keep Nescafe sunrise and its competing product. The Product scope is only to Nestl s Nescafe sunrise coffee. The sample size are the high profile retailers
__________________________________________________________________________ - 22 -
WELCOME
TO
BOARD OF DIRECTORS
Martial G. Rolland Shobinder Duggal Michael W.O. Garrett Ravinder Noralr Tajendra Khanna Rajendra Pawar Richard Syleon Chairman and Managing Director Director Finance and Control
Non Executive Director Non Executive Director Non Executive Director Non Executive Director Alternate Director to Michael W.O. Garrett
Secretary
D. Murly Sr. Vice President Legal and company Secretary
__________________________________________________________________________ - 23 -
CORPORATE INFORMATION
MANAGEMENT COMMITTEE
Martial G. Rolland - Chairman & Managing Director Shobinder Duggal - Finance & Control Stewart Dryburgh - Chocolates & Confectionery Muhammed Hamza - Coffee & Beverages Shivani Hegde - Food Christian Van Houtteghem - Infant Nutrition Vineet Khanna - Supply Chain Virat Mehta - Communications B. Murli - Legal & Company Secretary Suresh Narayanan - Sales Hari Nariani - Globe G.G. Pillai - Additional Channels Beda Rust - Technical Rajkamal Sharma- Exports H. K. Singh - Human Resources R. Singh - Corporate Affairs & Strategic Planning Mayank Trivedi - Shelf Stable & Chilled Dairy __________________________________________________________________________ - 24 -
HEAD OFFICE
Nestl House Jacaranda Marg, M Block, DLF City, Phase II, Gurgaon 122 002 (Haryana)
BRANCH OFFICES
Spencer Plaza, 6th Floor 769, Anna Salai, Chennai - 600 002 (Tamil Nadu)
Hiranandani Gardens, Main Street, 4th Floor, Colgate Research Centre Building, Powai, Mumbai - 400 076 (Maharashtra)
110 001
FACTORIES
Village Maulinguem (North), Bicholim Taluka - 403 504 (Goa)
Ludhiana - Ferozepur Road, Near Kingwah Canal, Moga - 142 001 (Punjab)
Patti Kalyana, Kiwana Road, Samalkha - 132 101 District Panipat (Haryana)
Plot No. 294-297, Usgao Industrial Area, Ponda - 403 406 (Goa)
__________________________________________________________________________ - 25 -
Nestl India is a subsidiary of Nestl SA of Switzerland. With six factories and a large number of co-packers, Nestl India is a vibrant company that provides consumers in India with products of global standards and is committed to long term sustainable growth and shareholder satisfaction. The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is today acknowledged amongst India s Most respected Companies and amongst the Top Wealth Creators Of India .
Nestle India Ltd, 51% subsidiary of Nestle SA , is among the leading branded food player in the country. It has a broad based presence in the foods sector with leading market shares in instant coffee, infant foods, milk products and noodles. It has also strengthened its presence in chocolates, confectioneries and other semi processed food products during the last few years. The company has launched Dairy Products like UHT Milk, Butter and Curd and also ventured into the mineral water segment in 2001. Nestle s leading brands include Cerelac, Nestum, Nescafe, Maggie, Kitkat, Munch and Pure Li fe Nestl has maintained its thrust on improving availability of its products and on initiatives to increase the freshness of stocks available to consumers. New products are continuously launched in all product segments. In the current year the company has launched mineral water, UHT milk, butter, curd, new tomato and curry flavors in Maggi noodles, a new confectionery - Nestle Choco Stick at an affordable price point of Rs2, a soft chewy fudge Milkybar Choo and Nestea iced tea. The company is also setting up Caf Nescafe and Coffee Corners across metros and mini-metros.
__________________________________________________________________________ - 26 -
Beverages like coffee, tea and health drinks contribute to about 30% of Nestle s turnover.
Beverage sales registered a 15% yoy growth . While about 14% of sales come from Beverages domestic market, exports contribute to about 16% of sales. Nestle's Nescafe dominates the premium instant coffee segment. Nestle s other coffee brand Sunrise has also been relaunched under the Nescafe franchise to leverage on the existing equity of the brand. Nestle has focused on expanding the domestic market through price cuts and product repositioning. However it has been losing share in the domestic market, where it has a 37% market share. Milo, a brown-malted beverage was launched in 1996. It has an estimated volume share of about 3% in the malted food drink segment. Nestle has launched noncarbonated cold beverages such as Nestea Iced Tea and Nescafe Frappe during 2001. Nestle is one of the largest coffee exporter in the country. Key export market is Russia, besides Hungary, Poland and Taiwan. Nestle has received an award for highest export of instant coffee and highest export of coffee to Russia and CIS for FY00 and FY01. Turnover contribution from exports registered a 17.5% volume growth in F12/01. Nescafe sales to Russia accounts for 80% (Rs2.5bn) of Nestle s Rs3bn export turnover.
__________________________________________________________________________ - 27 -
Culinary products
Ready to cook food/ cooking aides are sold under the umbrella brand name Maggie. Culinary product account for about 14% of Nestle s turnover. Maggie is the market leader in the noodles (45% market share) and the ketchup (43% market share) categories. Other products, sold under the umbrella brand Maggie, are ready-to -cook gravy/sauces, soups, seasonings, as well as traditional Indian foods such as pickles and instant snack mixes. New taste variants are continuously launched to add variety to the product offerings. Culinary product sales registered a 20% yoy growth .
__________________________________________________________________________ - 28 -
__________________________________________________________________________ - 29 -
1987 - During the year installation of a new factory at Nanjangud (Karnataka), for the manufacture of instant coffee was in progress.
1989 - The name of the company was changed from `Food Specialities Ltd.' to `Nestle India Ltd.' on 24th March.
1990 - During the year company entered into chocolate business by introducing Nestle premium chocolates.
__________________________________________________________________________ - 30 -
1993 - Samalkha factory was commissioned during the year and underwent expansion for cereal based products
1994 - During the year company launched a number of new products viz., Cerelac Soya, Milk maid, Dessert Mixes, Maggo Tonit's Special Cooking Bases, Maggi 1-2-3 noodles, Contodina snack dressing and the chocolate items, milky base marbles and barone peanut .And also launche dBonus and Polo.
1995 - During the year company commenced construction of a new factory at Bicholim, Goa. At the same year, instant noodles factory was installed and commissioned at Samalkha factory. - During the year company launched Kit Kat manufactures at the new factory at Ponda, Goa.
- During the same year the Nanjangud factory was commissioned and the unit was to manufacture MILO - the World's Largest Selling Chocolate energy food drink.
- The Chennai-based Indian Food Fermentations tied up with Nestle India Ltd., to market its dosa and vada batter in consumer pack, in the country. The company has signed an agreement to this effect recently. Nestle would sell the ready-to-use dosa, vada, sambhar and unique masala dosa batter in consumer packs, under its own brand name in the country. 1996
- During the year company launched MILO-Chocolate energy food drink in South India and a range of culinary products like, Dosa and Sampar mixes, pickles and new varieties of soups under the brand "Maggi".
__________________________________________________________________________ - 31 -
1997 - NIL is one of the top players in the processed food & beverages industry and the largest producer of instant coffee with a 49 per cent marketshare. After the success of KitKat and Polo, Nestle India has launched its first product in the hard boiled sugar confectionery market, Allen's Splash.
- Nestle's wafer chocolate brand, Kit Kat, which created a major dent in the market with its launch, its international milk drink brand Milo has garnered a mere three per cent share (value terms) in the Rs 500 crore market, a year after its launch in India. - Nestle India Ltd. (NIL) leads the list of the country's top 15 coffee exporters for the ongoing calendar year in terms of both quantum and value for the period January 1 October23.
1998 - Swiss multinational Nestle SA has ordered an international auditing of its Indian subsidiary, which has been mired in a controversy of alleged financial irregularities and insider trading. - Nestle SA and the BM Khaitan group set up a joint venture, Nutritional Food Products India Ltd, in 1990 which was amalgamated with NIL in 1993.- Nestle has set up a parallel distribution network across the country.
1999 - The company has also set up a special cold chain for product distribution in select retail outlets. - Nestle India has entered into a 10-year agreement with Campco in February, 1990 for manufacture and supply of bulk quantity of chocolates and cocoa products.
2000 - Nestle is set to enter the domestic bottled water business and will launch the product under the brand name `Pure Life'.
__________________________________________________________________________ - 32 -
- The Company has launched its ultra heat treated liquid milk, `Nestle Pure Milk', in Bangalore, Chennai, Hyderabad and Kochi. - The Company has launched Perrier and will celebrate "Perrier Invitation Golf-2000". - Nestle India Ltd. to launch Nescafe Gold and Nescafe Gold Decaffeinated. - Nestle India has launched a range of gift packs under the Fox confectionery brand name for the festival seasons. - The Company launched its second premium mineral water brand San Pellegrino in India.
2001 - Nestle India Ltd. has launched `Pure Life', its mass-market bottled water, adding one more premium brand to the already saturated Rs 600-crore bottledwater segment.
- The board of directors of Nestle India on July 27, nominated the Chairman and Managing Director of NIIT Ltd, Mr Rajendra S. Pawar, on the company board with effect from October this year. - The board of directors of Nestle India on July 27, nominated the Chairman and Managing Director of NIIT Ltd, Mr Rajendra S. Pawar, on the company board with effect from October this year.
2002 -Nestle Group increases holding in Nestle India to 53.27% -Ties up with Nilgiris to co-brand various dairy products like dahi, paneer, ghee and possibly milk -Launches a throat lozenge branded Acti-V to compete against Proecter & Gamble's Vicks cough drops -Regains top coffee exporter position in India -Parson Nutritional Pvt. Ltd. buys the assets of Excelsia Foods, including its manufacturing unit at Ghaziabad, from Nestle S.A
2003 -Rolls out Nestle Development Nutrition Plan for infant weaning and launches its
__________________________________________________________________________ - 33 -
infant food CERELAC 123 as a range of products graded to the needs of infants in each stage of the plan -Nestle India's executive director Ranjit Raj re-elected to be the Coffee Board member representing instant-coffee manufacturers -Nestle SA, Switzerland, buys 1.01 million shares in its Indian arm 'Nestle India'. With this purchase, the parent holding in its Indian arm goes up to 59.8 per cent from 58.7 per cent -Consumer Body files case against Nestle India in National Consumer Dispute Redressal Commission (NCDRC) regarding the non-compliance in weight in its 50-gm Nescafe packs -Signs a 100 per cent buyback pact with Bengal Nestor's India Ltd (BNIL) for its ultra heat treated milk and other dairy products -Ed Marra, the head of Nestle's Canadian business, will succeed Frank Cella as head of strategic business units and marketing at the turn of the year, the Swiss group said in a statement.
2004 -Nestle India bags Tetra Pak's annual dairy and beverage industry award
-Nestle India has signed on Bollywood actress Preity Zinta to feature in its latest commercial brand maggi -Nestle introduces 'Sweet Lassi' in Delhi, Punjab and Haryana -Nestle India said on June 24, 2004, it has signed Rani Mukherjee as brand ambassador for its chocolate brand Nestle Munch and the advertising campaign will be released on June 25
__________________________________________________________________________ - 34 -
Nestl set up its operations in India, as a trading company, in 1912 and began manufacturing at the Moga factory on 15th of November 1961. The production started with the manufacture of Milkmaid and other products were gradually brought onto the fold. Nestl India Limited was formally incorporated in 1978, prior to which the manufacturing license was issued in the name Food Specialities Limited. Moga factory is the largest and oldest producing the widest range of food products.
__________________________________________________________________________ - 35 -
WEAKNESES
Exports of coffee to Russia, constitutes substantial part of overall exports. Complex supply chain configuration.
OPPORTUNITIES
Potential for expansion in the small towns and other geographies. Potential for growth through increased penetration . Growing trend for Out of home consumption . Leverage Nestle te
chnology to develop more products that provide nutrition health and wellness.
THREATS
Competitive environment with diverse players. Rising prices of raw materials and fuels. Change in fiscal benefits/ laws. __________________________________________________________________________ - 36 -
LIST OF COMPETITORS
There are number of competitors for nestle India ltd in the field of fmcg There is stiff competition that makes this company very competitive with its innovation and renovation. The competitors list is as given below:
__________________________________________________________________________ - 37 -
COMPETITIVE ANALYSES
Competitive analysis, as the name implies, is an exploration of the companies in a given industry sector or market niche that are competing with your company s products or services for market share. The analysis may be an in-depth exploration of the top five competitors, or a larger number of competitors could be examined (typically with less depth in the analysis). In most cases, the client will have identified the target competitors for you. While this project focuses on competitive analysis in the for-profit arena, it is worth noting that non-profit organizations can benefit equally from this analysis (which they might term a comparative analysis, if they viewed the other organizations as working toward a common goal with them).
The analysis offers information about content and functionality that they have probably not considered. This is especially true for newcomers to your industry and should be fairly common; not everyone will be a subject matter expert. Looking longer-term, this educational process benefits not only the current project, but also any future project in that same industry. Doing this project has really enhanced my performance for the next project ever will be held in my career. It has given me the practical exposure while working in such competitive market
__________________________________________________________________________ - 38 -
Mother Godowns
Warehouse / C & S
Distributors
Retailers
Customers
Customers
Customers
__________________________________________________________________________ - 39 -
Mother Godowns
This is the first line agent in the distribution network for channels.Stocks are moved on consignment basis from the main factory to the different regions. These Mother godowns are the transshipment points. Nestle enters into a contract with the mother godownns . These agents in the form of mother godowns are given at flat fees by the principal company i.e. Nestle.
Distributors
These are the third line agents in the distribution network. They are regarded as business partners by the company. The distributors send orders to C&S agents on weekly basis. The C&S Agents generate invoice, get the stock from mother godown & supply them to the distributors. Nestle never provides goods to cash distributors on credit. Distributors have to pay directly to the company by demand draft or cheque. Distributors has to work within the overall guidelines provided by the Company.
__________________________________________________________________________ - 40 -
Retailers (outlets)
This are the fourth final line agents in the distribution network. Categories of the retailers are the following:1. Wholesellers 2. grocery shop also called (Kirana shop) 3. Medical shop 4. Non-conventional outlets like panwalas
The distributors are responsible for the collection of money from the retailers. The retailers are not at the direct linkage with the principle company, i.e. Nestle retailers are link up with distributors.
__________________________________________________________________________ - 41 -
In the Beverages category, the Company has performed satisfactorily. NESCAFE is number one brand in the world for coffee and coffee mixes and has leveraged its understanding of the changing lifestyles of consumers to continuously add value. NESCAF continues to be the largest brand of Instant Coffee in the Indian market. During the later part of the year
the Company re-launched NESCAF SUNRISE coffee chicory blend after it was renovated with superior grade of plantation beans to provide better coffee taste and aroma and competitive advantage. During the year, the Company continued to innovate and renovate and in early 2006, toddlers over 2 years of age, packed with essential nutrients to help them grow strong. Nescafe sunrise is run under the the brand name of Nescafe which is absolutely pure coffee. Sunrise premium is a chicory mix coffee blend which means there is a mix of chicory substance and pure coffee. In Sunrise premium there is 70: 30 coffee blend.
__________________________________________________________________________ - 42 -
communication and modern pack formats. The brand franchise was further strengthened with the filter coffee brand, Deluxe Green label being relaunched as Bru Roast & Ground. The change has been we! I received by consumers and is expected to drive growth and enhanced imagery for the brand.
__________________________________________________________________________ - 43 -
Nestle s Nescafe Sunrise Coffee Package Sunrise 1.6grm Sunrise 13grm Rs.10 Cappuccino Mocha Cinnamon Sunrise 50grm Sunrise 200grm Sunrise 650grm Rs.328 Bru200grm Rs.140 Rs.140 Bru 50grm Rs.37 Rs.37 Bru Rs.10 Rs.6 Rs.6 Rs.6 Rs. 1 Bru1.5grm Rs.1 MRP HLL- Bru Coffee Package MRP
__________________________________________________________________________ - 44 -
RESEARCH METHODOLOGY
Methodology
It is a systematic approach of identifying the problem, collecting the information, analyzing the information and providing alternate suggestions.Three type of project research can be distinguished. Some research is exploratory, i.e, to gather preliminary data to shed light on the real nature of the problem and suggest possible hypothesis on new ideas. Some are descriptive., to ascertain certain magnitudes. 1. Defining the problem and research objective: The research objective state that what information is needed to solve the problem. Here the objective of the research is doing competitive analyses of Nestl s Nescafe sunrise coffee and finding the shortcomings it . 2. Developing research plan Once the problem is defined, the next step is to prepare a plan for getting the information needed for the research. The present study will adopt exploratory approach where in there is a need to gather a large amount of information before making a conclusion if required. The descriptive and casual approaches may also be used. 3. Collection and Sources of Data: To collect the data, relevant information is necessary as regards to the project; as a result data was collected by using two ways: Primary Data Secondary Data
__________________________________________________________________________ - 45 -
Primary Data
In this the information is being possessed with first hand information, which is new and fresh. The tools used by me for the primary data are as follow : Questionnaire Face-to-Face Interview Observation
Secondary data
The information that is received with the help of Journals, Magazines, Financial reports or which is already present with the company. References used from management books Gathered information through World Wide Web (www). Support and knowledge provided by Faculty and Company guide. Financial reports of the company 4. Sampling Plan Sampling unit:: The respondents were mainly the retailers who were stratified in according to the monthly turnover Sampling size: A survey was conducted for 100 hundred respondents across North Goa.
__________________________________________________________________________ - 46 -
5. Analyze the collected information: This involves converting raw material in to useful information. It involves tabulation of data and using statically measures on them for developing frequency distribution and calculating the averages and dispersions. 6. Report research finding: This phase will mark the culmination of the marketing research efforts. The report with the research finding is a formal written document.
__________________________________________________________________________ - 47 -
% of Respondents 100% -
No.of respondents
yes No
Interpretation
The respondents were only those who keep coffee for sale in their shop. Therefore the no. of respondents are 100 who keep coffee for sale.
__________________________________________________________________________ - 48 -
SALE OF COFFEE
36%
48%
16%
out of 100 respondents 48% of respondent say the sale of coffee is increasing in their outlet.
16% of them say the sale is the same neither increased nor decreased
__________________________________________________________________________ - 49 -
3. Which are the different coffee brands you keep for sale ?
Interpretation
Out of 100 respondents there are 100 % of retailers who keep HLL Nescafe sunrise for sale Bru as well as Nestl s
Among this 100 retailers 28% are those retailers who also keep local coffee for sale in along with HLL Bru and Nestl s Nescafe sunrise
__________________________________________________________________________ - 50 -
No. of respondents 30 50 20
OUTLETS
Interpretation
Out of 100 retailers 30% retailers are selling more of HLL- Bru coffee as compare to Nescafe sunrise and other local brands.
50% retailers out of 100 retailers sell more Nescafe sunrise then other brands.
__________________________________________________________________________ - 51 -
100 80
Nescaf e Sunrise HLL- BRU
Outlets
60 40 20 0
Interpretation
Out of 100 retailers 70 retailers sell more of Nescafe sunrise because of Product
__________________________________________________________________________ - 52 -
Pr od uc Pr tR om an ot ge io na lO A ffe dv r er ti s em Ra en ng t e of Pr ic es Cu M sto ar gi m n er De m an d A va il a bi l it y
Reas ons
range. and 30 retailers sell more of HLL- Bru 60 retailers sell more of HLL- Bru coffee because of Promotional Offer as compare to Nescafe sunrise. 58 retailers sell more of HLL- Bru coffee because of advertisement as compare to 42 retailers selling Nescafe sunrise. 55 retailers sell more of HLL- Bru coffee because of range of prices as compare to 45 retailers selling Nescafe sunrise. Margins are equally important for retailers selling Nescafe sunrise and HLL- Bru. 60 Retailers sell more of Nescafe Sunrise Because customer demand as compare to HLL- Bru 53 Retailers sell more of Nescafe sunrise because of availability of product as compare to HLL-Bru
Satisfactory 42 36
Unsatisfactory 13 24
Promotional offer
100 90 80 70 60 50 40 30 20 10 0 Impressive Satisf actory Unsatisf actory
Sunrise Bru
Out of 100 retailers 45% of retailers find HLL- Bru s promotional offer impressive as compare to only 40% are impressive for Nescafe sunrise. HLL- Bru s satisfactory level is 42% as compare to 36% of Nescafe sunrise coffee. Nescafe Sunrise coffee unsatisfactory level is 24% as compare to HLL 13% Bru is lower to
__________________________________________________________________________ - 53 -
Bru Sunrise
Small 30 40
Medium 55 45
Large 15 15
100 80
Outlets
Bru Sunrise
Note : There are many retailers who sell mix number of size of packs
Interpretation
Out of 100 retailers 40 retailers sell more of medium size pack of Bru coffee whereas only 45 retailers sell medium size of medium packs In small size packs Nescafe sunrise is sold more by 40 retailers and Bru is sold only by 30 retailers There are equal number of retailers selling large size of packs i.e. 15
__________________________________________________________________________ - 54 -
Market Share
35%
Nestle s Nescafe sunrise coffee is having 65% market share where as HLL Bru is having 35% market share in Goa.
__________________________________________________________________________ - 55 -
FINDINGS
From the analyses made in my study following below are the findings from the study : Nestle s Nescafe sunrise is having more market share as compare to HLL- Bru in Goa Promotional offer plays a very important role in selling more of HLL- Bru coffee by the retailers Nescafe Sunrise coffee is having more customer demand as regard HLL- Bru in the market. There is less focus given on advertisement for Nescafe sunrise coffee. HLL is having more Product line in coffee segment so the retailers are having a wide choice to keep the product according to the customer demand. Some contest should be run so as to influence the retailers to sell more and run the contest.\ There are no continuous display to the retailers for Nescafe Sunrise as it is for the HLL - Bru
__________________________________________________________________________ - 56 -
LIMITATION
1. To collect the primary data time limit is an important constraint. Since it will take more time to collect the data.
4. Various respondents may give different feed back so it might be difficult to find the proper conclusion.
__________________________________________________________________________ - 57 -
CONCLUSION
Nestle India Limited is one of the fastest growing FMCG Company with its strengths for ongoing product innovation & renovation. It performs very well. It still have a stiff competition in the market for its various products especially from HLL Nestle s Nescafe Sunrise Premium Coffee. The analysis & Interpretation made in this study by me comes to the conclusion that there is an increasing demand for coffee in Goa. Promotional offer plays a very important role incase of retailers to sell more & Consumers to purchase more. HLL strength in coffee Bru Coffee for
segment is that it offers better promotional offer to the retailers, so the retailers are influence to sell more even though the demand is more to Nestle s Sunrise Coffee in Goa. Finally I would like to conclude that Nestle s Nescafe Sunrise coffee can capture the HLL Bru market share if there is more attractive promotional offer & consumer awareness
__________________________________________________________________________ - 58 -
RECOMMENDATION
With the analyses made and findings done in this study the following recommendations are put forward:
Provide attractive promotional offers to the retailers as well as to the consumers where retailers will purchase more and sell more. Try to increase the margin for the retailers. To add new customers give free sample of small packs free with the existing product of the Nestle India Ltd. Customer feedback Should be constantly made so as to know the innovation incase required in the product. As customer awareness is more important to increase the market share of any product more advertisement should be done in the form of hoardings and commercial advertisement.
__________________________________________________________________________ - 59 -
BILIOGRAPHY
To obtain more information regarding the present study and to substantiate it with theoretical proof, the following references were made:
Marketing Management Research Methodology Financial Reports List of Websites www.google.in www.Nestle.co.in www. Nestle .com
__________________________________________________________________________ - 60 -
ANNEXTURE Questionnaire
Retailer: Tel. No: Location: Contact Person:
3) Which are the different coffee brands you keep for sale ? o HLL - BRU o NESTLE SUNRISE o OTHERS
__________________________________________________________________________ - 61 -
5)
What are the reasons for more selling of the coffee brand ? Yes Product Range Promotional Offer Advertisement Range of prices Margin customer demand 6) How you find the promotional offer of the coffee brand ? Impressive Satisfactory Unsatisfactory Bru Sunrise Other 7) Which coffee brand and size of packs are more sold ? No
Small Medium Large Bru Sunrise Other 8) How much do you sell in terms of quantity of each coffee brand ? BRU Week Month Other 9) What are your suggestions to increase the sale of coffee brand For Bru __________________________________________ __________________________________________ For Sunrise ________________________________________ ________________________________________ SUNRISE OTHERS
__________________________________________________________________________ - 62 -
This document was created with Win2PDF available at http://www.daneprairie.com. The unregistered version of Win2PDF is for evaluation or non-commercial use only.