INTRODUCTION OF COMPANY

NESTLE
NESTLÉ's relationship with India dates back to 1912, when it began trading as
The NESTLÉ Anglo-Swiss Condensed Milk Company (Export) Limited,
importing and selling finished products in the Indian market.
After India's independence in 1947, the economic policies of the Indian
Government emphasised the need for local production. NESTLÉ responded to
India's aspirations by forming a company in India and set up its first factory in
1961 at Moga, Punjab, where the Government wanted NESTLÉ to develop the
milk economy. Progress in Moga required the introduction of NESTLÉ's
Agricultural Services to educate, advise and help the farmer in a variety of
aspects. From increasing the milk yield of their cows through improved dairy
farming methods, to irrigation, scientific crop management practices and
helping with the procurement of bank loans.
NESTLÉ set up milk collection centres that would not only ensure prompt
collection and pay fair prices, but also instil amongst the community, a
confidence in the dairy business. Progress involved the creation of prosperity on
an on-going and sustainable basis that has resulted in not just the transformation
of Moga into a prosperous and vibrant milk district today, but a thriving hub of
industrial activity, as well. 

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HISTORY OF COMPANY NESTLE
Nestlé’s origins date back to 1866, when two separate Swiss enterprises were
founded that would later form the core of Nestlé. In the succeeding decades, the
two competing enterprises aggressively expanded their businesses throughout
Europe and the United States.In August 1867 Charles (US consul in
Switzerland) and George Page, two brothers from Lee County, Illinois, USA,
established the Anglo-Swiss Condensed Milk Company in Cham, Switzerland.
Their first British operation was opened at Chippenham, Wiltshire, in 1873.In
September 1866 in Vevey, Henri Nestlé developed milk-based baby food, and
soon began marketing it. The following year saw Daniel Peter begin seven years
of work perfecting his invention, the milk chocolate manufacturing process.
Nestlé was the crucial co-operation that Peter needed to solve the problem of
removing all the water from the milk added to his chocolate and thus preventing
the product from developing mildew. Henri Nestlé retired in 1875 but the
company, under new ownership, retained his name as Société Farine Lactée
Henri Nestlé.

Nestlé SA, multinational manufacturer of food products. It is headquartered in

Vevey, Switzerland, and operates factories in more than 80 countries. Nestlé’s
chief products are condensed and powdered milk, baby foods, chocolate
products, candies, instant coffees and teas, soups, seasonings and condiments,
frozen foods, ice cream, and bottled water. The company also produces
pharmaceuticals.

The company dates to 1866, when two separate Swiss enterprises were founded
that would later form the core of Nestlé. In August of that year, Charles A. Page
and George Page, brothers from the United States, established the Anglo-Swiss
Condensed Milk Company in Cham, Switzerland. In September, in nearby
Vevey, Henri Nestlé developed a milk-based baby food and soon began
marketing it. In the succeeding decades both enterprises aggressively expanded
their businesses throughout Europe and the United States. (Henri Nestlé retired
in 1875, but the company, under new ownership, retained his name
as Farine Lactée Henri Nestlé.) In 1877 Anglo-Swiss added milk-based baby
foods to its products, and in the following year the Nestlé company added
condensed milk, so that the firms became direct and fierce rivals.

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In 1905, however, the companies merged to become the Nestlé and Anglo-
Swiss Condensed Milk Company, retaining that name until 1947, when the
name Nestlé Alimentana SA was taken as a result of the acquisition of Fabrique
de Produits Maggi SA (founded 1884) and its holding company, Alimentana SA
of Kempttal, Switzerland. Maggi was a major manufacturer of soup mixes and
related foodstuffs. The company’s current name was adopted in 1977.

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INTRODUCTION OF NESCAFE COFFEE
Nescafé is a brand of instant coffee made by Nestlé. It comes in the form of
many different products. The name is a portmanteau of the words "Nestlé" and
"café’ Nestlé's flagship powdered coffee product was introduced in Switzerland
on April 1, 1938 after being developed for seven years by Max Morgenthaler
and Vernon Chapman.

The rich taste of our favourite coffee is reflected in its rich history. The
beginnings of NESCAFÉ can be traced all the way back to 1930, when the
Brazilian government first approached Nestlé. Coffee specialist, Max
Morgenthaler, and his team set out to find a way of producing a quality cup of
coffee that could be made simply by adding water, yet would retain the coffee’s
natural flavour. After seven long years of research in their Swiss laboratories,
they found the answer.

Quality guaranteed – since 1938!

The new product was named NESCAFÉ – a combination of the Nes-root of

Nestlé and the word café. NESCAFÉ was first introduced in Switzerland, on
April 1st, 1938. For the first half of the next decade, however, World War II
hindered its success in Europe. NESCAFÉ was soon exported to France, Great
Britain and the USA.  American forces played a key role in re-launching
NESCAFÉ in Europe by virtue of the fact that it was included in their food
rations. Its popularity grew rapidly through the rest of the decade. By the 1950s,
coffee had become the beverage of choice for teenagers, who were flocking to
coffee-houses to hear the new rock ’n’ roll music. In 1965 NESCAFÉ continued
to bring you the world’s best cup of coffee by introducing freeze-dried soluble
coffee with the launch of Gold Blend. In 1994 the ‘full aroma’ process was
invented to make the unique quality and character of NESCAFÉ even
better.Today, our NESCAFÉ coffees are available to suit all tastes and in a wide
range of packaging. NESCAFÉ now produces many different types …

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MARKETING NESCAFE COFFEE

NESCAFÉ Classic
The world's favourite coffee! You will find it in
just about every country all around the globe.
 
 

NESCAFÉ Gold Range

The premium choice from NESCAFÉ for your
special cup of coffee The world's favourite
coffee! You will find it in just about every
country all around the globe.
 
 
every day.
There are three different variations:
 
- Gold
- Gold Mild
- Gold Decaf/Decaff 
 

NESCAFÉ Espresso
Short, dark and intense. NESCAFÉ Espresso is
made from a blend of Arabica beans, fully
roasted for a dark and intense flavour, to bring
you the authentic Italian espresso experience
with a fine crema.
 
   
 
 

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 NESCAFÉ Premium Range
NESCAFÉ Alta Rica is a special blend of exclusive
Latin American Arabicas chosen for their full flavour,
and dark roasted to develop the bold, full-bodied taste.
NESCAFÉ Cap Colombie is made exclusively from
Colombian Arabica beans, chosen for their aromatic
tones and light roasted to retain their aroma while
developing the smooth flavour.
NESCAFÉ Kenjara - Kenyan and Costa Rican Arabica    
coffee beans, chosen for their full depth of refreshing   
flavours, are gently roasted to develop a coffee alive with
finesse.

NESCAFÉ Decaf/Decaff
NESCAFÉ DECAFDecaff gives you all the great taste
and rich aroma you'd expect from NESCAFÉ but without
the caffeine.
  
 
    

   

NESCAFÉ Specialities range (Cappuccino,

Latte Macchiatos)
Deliciously frothy and creamy tasting! Why not treat yourself
to the smooth, creamy and rich coffee flavour of NESCAFÉ
Cappuccino or the milky froth of NESCAFÉ Latte Macchiato.
Just add water and enjoy!
Enjoy also our different flavours such as Vanilla, Hazelnut or
Caramel Cappuccino.
Have a look at your NESCAFÉ local webpage and check
which flavours are available in your countries.
   
 
 
 
 
 
   
 
 

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 NESCAFÉ Frappé 
Refreshing on hot summer days, or whenever you fancy a cold
drink with an interesting twist. Simply stir in cold milk, add
some ice and enjoy the taste of NESCAFÉ Frappé for a unique
coffee experience.
 
 
       
 

NESCAFÉ 3in1
Enjoy the perfect mix of coffee, milk or creamer and sugar in
an easy way! Just add water.
 
 
 
   

NESCAFÉ Dolce Gusto

NESCAFÉ Dolce Gusto available in 15 countries.
NESCAFÉ and KRUPS have joined forces and launched
NESCAFÉ Dolce Gusto, a unique, multi-beverage system
combining a stylish high pressure machine with smart coffee
capsules delivering high quality beverages from Espresso to
Cappuccino and Latte Macchiato.

   

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OBJECTIVE OF THE STUDY
 To study of factors considered while purchasing Nescafe coffee in Sagar.

 To understand the price of Nescafe coffee.

 To know about the quality, range, & durability of Nescafe coffee.

 To know about the customer perception, taste & preference of Nescafe

coffee..

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 SWOT ANALYSIS

STRENGTHS
 Great leap forward in media.
 Domination in instant coffee market by 55.3%share.
 Sustained improvement in customer service levels.

WEAKNESS
 Agencies spent all their time fighting with each other.
 Adopted a pricing strategy higher than competitors.
 Nescafe sunrise has no distinct identity. 

OPPORTUNITY
 India’s growing market non-traditional coffee distribution channels by
Rs.1900 crore.
 Non trading retailing coffee

THREAT
 Amalgamated bean coffee trading company coming up with R & G
coffee chains.

RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the
research problems. It guides the researcher to do the research
scientifically . It contains of different steps that are generally
adopted by a researcher to study the research problem along with the
logic behind them. Data became information only when a proper
methodology is adopted . The researcher methodology includes the
logic behind the methods we use in the content of our research study
questions .

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 This research methodology aims to understand the research
establishing a framework of evaluation and evaluation of primary
and secondary research. The technique and concepts used during
primary research in order to arrive at findings. which are also deals
with analysis and results.

DATA ANALYSIS:-Analyzing codes to each question were

awarded. Thereafter every questionnaire was written. After which
the data were analyzed.
TYPE OF DATA: The sources of data used in this project are
both primary and secondary data.
PIMARY DATA
Questionnaire : Primary data was collected by preparing
questionnaire and the people were randomly being requested to fill
them.
SECONDARY DATA
Secondary data will consist of different literatures like books
which are published , internet , and websites.
In order to reach relevant conclusion , research work needed to be
designed in a proper way.

SAMPLE PLAN
random sampling is that method of sampling in which every item of
the universe has equal chance of being selected in the sample.
The sampling method is the way the sample units are to be selected .
In order to achieve the objectives of research the following sampling
method is used : convenience sampling and simple random
sampling.

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SAMPLE SIZE
The population refers to all the users of Nescafe coffee FMCG
products . The sample is the study is select on random sampling
method .The sample size is 50 in total.

SAMPLE UNIT
It is the basic unit containing the element of population to be
sampled . In this study the sample unit is the random consumers who
have purchased the products of select company.
1. working people (including men and women )

SAMPLE AREA
The area of sampling for research conducted is : SAGAR region of
(M.P). I selected the sagar city where the behavior of the consumer
different for different product.

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 DATA ANALYSIS

QUE1.) Where do you normally buy nestle coffee from?

Criteria No. Of respondents percent of respondent

departmental store 15 30%
retailer shop 20 40%
super market 10 20%
Others 5 10%

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 percent of respondent
departmental store retailer shop
super market Others

10%

30%
20%

40%

QUES2.) do you like nestle coffee?

Criteria no. of percent of

respondent respondent
strongly agree 20 40%
agree 15 30%
disagree 10 20%
strongly 5 10%
disagree

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 no. of respodent
strongly agree agree disagree strongly disagree

10%

20% 40%

30%

QUES3.) if another brand offered a lower price then your preffered brand
would you purchase that product.

criteria No. Of percent of

respondents respondent
highly likely 10 20%
likely 10 20%
highly unlikely 20 40%
unlikely 10 20%

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 No. Of respondents
unlikely
20% highly likely
20%

likely
highly unlikely 20%
40%

QUES4.) if nestle coffee is already available in the market.

Criteria No. Of percent of

respondents respondent
very expensive 5 10%
expensive 5 10%
reasonable 30 60%

affordable 10 20%

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 No. Of respondents
very expensive expensive reasonable
affordable

10%
20%
10%

60%

QUES5.) do you think that nestle coffee that are offered at a higher price have
better quality than their competitors.

Criteria No. Of percent of

respondents respondent
strongly agree 35 70%
agree 6 12%
Disagree 4 8%
strongly 5 10%
disagree

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 No. Of respondents
strongly agree agree Disagree strongly disagree

10%
8%

12%

70%

QUES6.) if your nestle coffee is not available will you buy any other product

criteria no. of percent of

respondent respondent
strongly agree 10 20%
agree 5 10%
disagree 20 40%
strongly 15 30%
disagree

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 no. of respodent
strongly agree agree disagree strongly disagree

10%

20% 40%

30%

QUES7.) which packet of Nescafe you purchase.

criteria no. of per. Of

respondent respondent
coffee bags 3 6%
250 grams 38 76%
500 grams 7 14%
nescafe jars 2 4%

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 no. of respondent
coffee bags 250 grams 500 grams nescafe jars

4% 6%
14%

76%

QUES8.) are you able to concentrate on work after consuming Nescafe coffee.

criteria no. of per. Of

respondent respondent
agree 30 60%
strongly agree 10 20%
disagree 5 10%
strongly 5 10%
disagree

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 no. of respondent
agree strongly agree disagree strongly disagree

10%

10%

20% 60%

QUES9.) do you prefer coffee as your morning drinks.

criteria no. of per. Of

respondent respondent
agree 15 30%
strongly agree 20 40%
disagree 10 20%
strongly 5 10%
disagree

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 no. of respondent
agree strongly agree disagree strongly disagree

10%

30%
20%

40%

QUES10.) do you agree with the quantity offered in the place of price you
pay.

criteria no. of per. Of

respondent respondent
agree 15 30%
strongly agree 15 30%
disagree 10 20%
strongly 10 20%

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 disagree

5
agree strongly agree disagree strongly disagree

20%
30%

20%

30%

QUES11.) do you feel fresh mind after consuming nestle coffee.

criteria no. of per. Of

respondent respondent
agree 30 60%
strongly agree 10 20%
disagree 5 10%
strongly 5 10%
disagree

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 no. of respondent
agree strongly agree disagree strongly disagree

10%

10%

20% 60%

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FINDINGS

 According to my survey, it is found that 70-80% of people take

fresh mind drink.
 It is seen that most people like nestle coffee by its taste, quality and
brand image.
 40% of people take nescafe once a day, 20% of people take nescafe
twice day while 25% take weekly and 15 take it occasionally.
 Most of people take just nestle coffee because they are health
concern while few are who take it only for taste.
 45% of people find the taste of nestle coffee sweet, 50% find
chocolate, while only 5% find no taste at all.
 42% of people use nestle coffee in morning walk, 30% use during
playing, 15% of people use it studying before exams and only 13%
are there who use it during sleep at night.
 Nestle coffee became very popular now a days and increases its
image day by day, 48% people are there who use nestle coffee by
its brand image, 42% people use nestle coffee by its quality and
only 10% are there who use it by its price.
 This is found from this survey proper communication channel
should be there customers and company especially in nestle
product information has to be communicated to the customers.

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SUGGESITIONS

 Market should include the personal aspect in their advertising

communication as the consumers or the customer and price of the
product.
 Customer’s behavior always looks some extra benefits with
purchasing they demand for affordable price for product and gift
with purchasing. Create awareness has online shopping.
 To provide nestle coffee for available all the nearest retail shops
and stores and samples should be distributed among people.
 Offer and discount should be announced frequently and the
package of product should be more attractive to increase the sales.
 Design some attractive scheme for retailers, which can
differentiate from the competitors and interesting for retailers.
 The feedback of retailer should be collected regularly so that the
companies can come to know that were they are standing.

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CONCLUSION

In today environment with rapidly changing consumer behavior , preferences

and purchasing power , it is quit difficult to suggest the concrete framework
with regarding to consumer buying behavior . It is analyzed that there is no
relation between price level and age groups of customers who likes nestle
coffee. Nestle coffee and other coffees are mostly sale in the general store so
we can say that the better place for improving sale is the general store and after
that other place is the pan shop. The distribution network of the nestle brand is
good as regards to their near competitors. In the market the maximum customer
know about the branded nestle so this is advantage for the coffee brand in the
market. In the market the most customer age segment is the 26 to 45, They are
the prominent to visit the retail shop and purchase the nestle coffee. So the
brand need to focus on this segment of customer  Aggressive advertisement is
the beneficial promotional activities for the sale promotion. Maximum retailer
are agree from the aggressive advertisement.

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