Market Research Plan

About
Nestlé Flavored Pure Fizz Sparkling Water

Presented to: Dr. Moshira Gamil

Team Members:
● Ismail Kater
● Mohamed Ellithy
● Ola Labib
● Rania Mostafa

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Table of contents
1. Introduction about Nestlé Flavored Pure Fizz Sparkling Water ……………………… 3
2. Research Problem Definition………………………………………………………….. 3
3. Research Objectives……………………….……………………………………………3
4. Secondary Data Collection…………………………………………………………….. 4
5. The Research Plan …………………………………………………………………….. 7
6. Primary Data Collection……………………………………………………………….. 8
7. Conclusion…………………………………………………………………………….. 19
8. Recommendations………………………………………………………………………20
9. Annex & References …………………………………………………………..….……22

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1-Introduction about Nestlé Flavored Pure Fizz
Sparkling Water
Nestlé is one of the largest consumer goods companies world wide and specifically in Egypt.
They’re aware of the importance of customer satisfaction and the quality of their products
strongly reflects their knowledge of the customer's needs.
One of their main sectors of products is beverages, and it’s worthy to mention that the first
launch of Nestle Pure Fizz sparkling water was in April 2019 that was followed by the launch of
the Nestle Flavored Pure Fizz sparkling water just after 6 months, in October 2019.
Nestle Flavored Pure Fizz sparkling water was introduced to the Egyptian market with three
different natural flavors (Lemon, Apple, & Triple Berry) with 0 sugar and 0 calories.

This Study focused on monitoring and analyzing the market knowledge and the consumer
behavioral trends about the three flavors of the new product, trying to reach a set of conclusions
that Nestle can benefit from in order to help increase the sales volume of the Nestle’s Flavored
Pure Fizz in the Egyptian market.
Through this study you will find that the objective is the information about the percentage of
customers knowledge about the product, also the customers opinion about the product taste and
bottle shape and many other factors.

2-Research Problem Definition

Our main problem is that we need to identify the reasons behind the weak sales of Nestlé
Flavored Pure Fizz Sparkling Water in the Egyptian Market.

3-Research Objectives
● Determine the sector consuming Nestlé’s Flavored Pure Fizz Sparkling Water.
● Gain consumer insights about Nestlé’s Flavored Pure Fizz Sparkling Water.
● Measure the awareness level about Nestlé’s Flavored Pure Fizz Sparkling Water.
● Determine the features of Nestle Flavored Pure Fizz that attracts customer attention.

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4-Secondary Data Collection
After a thorough search in EuroMonitor, Statista, and Custom Market Insights (CMI), reports
showed that Nestlé is the world’s largest FMCG Company, generating over US$93 billion in net
sales in 2020.
Reports also show that the sparkling water market includes several key players, such as Nestle
Waters, PepsiCo, The Coca-Cola Company, and others, who compete to capture a share of this
rapidly growing market, and Nestle comes globally at the top of these companies, and in Egypt,
it has no competitor in the flavored sparkling water market.
In a report provided by the Custom Market Insights (CMI) the sparkling water market has been
experiencing substantial growth in recent years, driven by several trends:

● Health and Wellness

● Convenience and Innovation
● Sustainability
● Changing Demographics

According to Custom Market Insights (CMI) in another report, the global Sparkling Water
Market share was estimated at USD 50.51 Billion in 2023 and is anticipated to reach around
USD 123.41 Billion by 2032.

There were no reports found in CAPMAS about the consumption or Egyptian market usage of
flavored sparkling/fizzy water products.

Another report on Statista shows that Powdered and liquid beverages were Nestle’s top selling
products in 2022.

In summary, most of the reports and statistics showed that the sparkling water market is expected
to remain highly competitive in the coming years, with companies striving to gain a larger
market share through innovative product offerings and effective marketing strategies.

We decided to dig deeper in the Social Media Statistics & Data:

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a) Facebook Data Analysis
After a thorough analysis of Nestlé’s Egypt Facebook page data, the page has a total of 2 Million
followers & likes.
The page shows a total of = 16 videos about Nestle’s Flavored Pure Fizz sparkling water
With a Total number of views = 2,884,000 Million views
The last posted video promoting Nestle’s Flavored Pure Fizz sparkling water was on 12th of
April 2022, with 3.7K views, with only 36 likes & 31 comments.
The top 3 videos with the largest number of views were the Mojito’s campaign, having the
Raspberry Mojito at number 1 with total of 502.5K views

(1)

(2) (3)
Some of the repetitive comments seen below these videos were:
● It’s not available at stores
● Asking about where can they purchase it
● Asking about its price
● Happy about its nutrition facts

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 b) Instagram Data Analysis
With a significantly less number of followers on Instagram of 79.4K, the first teaser post was
October 2019 with a total of 119 Likes, then the first announcement video with 159K views &
109 comments.

c) Youtube Data Analysis

Finally the Youtube page with only 8.86K subscribers, and a total of 14 videos about Nestle’s
Flavored Pure Fizz sparkling water, with a Total number of views = 857,400K views

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5-The Research Plan
a) Research Approach
We used for our research the “Online Survey” in order to gather information about customers'
perceptions about Nestlé Flavored Pure Fizz Sparkling Water and understand their buying
behavior.
b) Contact method
Our contact method for this survey was the online marketing research questionnaire where we
sent the link to the “Google Form” survey to our family and friends.
c) Sampling Plan
Our sampling plan targeted the upper middle class; we shared with more than 200 people from
both genders in various age groups between 15 to 60 years old.
It was planned to determine the sector who are consuming the product, hence some of our
questions were addressing the consumer lifestyle & social class.
d) Research Instrument
We almost used all types of questions in our questionnaire; we intended to make it more
appealing and simple to motivate the survey respondents to submit their responses.

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6-Primary Data Collection
a) Link to the online survey
https://forms.gle/A9KiRmhDZLRSAgdn8
b) Data Collected
Our online survey resulted in data collected from 45 Respondents.
c) Data analysis of the research results
Conducting initial data analysis and deep data analysis, shown in the following section:
1) Initial Analysis of responses for questions categorized by each objective:
Determine the sector consuming Nestlé’s Flavored Pure Fizz Sparkling Water
Gender Question Frequency Percentage

Female 32 71.1

Male 13 28.9

Age Frequency Percentage

15 to 20 3 6.7

21 to 30 25 55.6

31 to 40 14 31.1

41 to 50 1 2.2

51 and above 2 4.4

Employment status Frequency Percentage

Employed 29 64.4

Unemployed 4 8.8

Student 12 26.8

Club Member Frequency Percentage

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Yes 37 82.2

No 8 17.8

Concern about weight Impact on Health Frequency Percentage

1 Very Unconcerned 5 11.1

2 6 13.3

3 9 20.0

4 11 24.4

5 Highly Concerned 14 31.1

Gain consumer insights about Nestlé’s Flavored Pure Fizz Sparkling Water
Consumed the Product Frequency Percentage

Yes 28 62.2

No 17 37.8

Consumers Tried Favor Frequency Percentage

Lemon 9 32.1

Berries 4 14.3

Green Apple 4 14.3

Tried All Three 7 25.0

Lemon & Green Apple 2 7.1

Berries & Green Apple 2 7.1

Taste Analysis Frequency Percentage

1 Tried it once and Never Again 11 39.3

2 Neutral 10 35.7

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3 Love It 7 25.0

In which season do you prefer to drink fizzy water: Frequency Percentage

summer of course ! 14 50.0

Autumn & spring 6 21.4

Winter 2 7.1

Never 6 21.4

Affordability of Price Frequency Percentage

Yes 19 67.9

No 9 32.1

Bottle Packaging Design Frequency Percentage

1 Never Notice 0 0.0

2 4 14.3

3 10 35.7

4 7 25.0

5 Very attractive 7 25.0

When do you prefer drinking flavored Pure Fizz Frequency Percentage

After Heavy meal 6 21.4

When at Gym 3 10.7

when thirsty 3 10.7

Anytime 6 21.4

I do not like drinking it 10 35.7

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How often do you shop for Nestle flavored Pure Fizz Frequency Percentage

Every day 0 0.0

Every Week 4 14.3

Every Month 3 10.7

Have not bought one since more than a month 21 75.0

Measure the awareness level about Nestlé’s Flavored Pure Fizz Sparkling Water
How did you hear about it Frequency Percentage

Social Media 6 13.3

TV 4 8.9

Street Ads 3 6.7

Referral 8 17.8

Saw it in the supermarket 22 48.9

Never heard about it 2 4.4

Have you seen any ads about Nestle flavored Frequency Percentage

No 33 73.3

Yes 12 26.7

If yes please specify where did you see it Frequency Percentage

Youtube 6 50.0

Facebook 1 8.3

on Instagram 2 16.7

TV ads 3 25.0

street billboard 0 0.0

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Preferred place for purchasing Frequency Percentage

Hypermarkets 23 51.1

Online 2 4.4

Cafe 1 2.2

I don't usually find it 3 6.7

I never buy it 16 35.6

How likely would you convince other to buy Nestle

Frequency Percentage
flavored fizz water

1 10 22.2

2 10 22.2

3 13 28.9

4 7 15.6

5 5 11.1

Finally can you name one problem Frequency Percentage

Price problem 1 2.2

Never tried it 3 6.7

No problem 12 26.7

Tastes bad 17 37.8

Not Available lake of knowledge 13 28.9

Determine the features of Nestle Flavored Pure Fizz that attracts customer attention.

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Did you know flavored Pure fizz water is 0 calories Frequency Percentage

Yes 22 48.9

No 23 51.1

Do you agree that it can be replaced by soft drinks Frequency Percentage

1 6 13.3

2 4 8.9

3 15 33.3

4 6 13.3

5 14 31.1

Have you ever tried mixing with fresh fruits Frequency Percentage

Yes 1 2.2

No 12 26.7

Would like to try it 32 71.1

The reason for buying it Frequency Percentage

Its cool and trendy 10 22.2

Its healthy 27 60.0

It satisfies my thirsty 8 17.8

After knowing about Nestle flavored benefits ,will

Frequency Percentage
you start buying it or continue consuming it

Yes 12 26.7

Maybe 26 57.8

No 7 15.6

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 2) Deep Data Analysis

After Deeper analysis to the data presented by the Questionnaire we noticed some Observations :
Analysis focusing on the people who never try the product before:
After checking the answers for following questions:
1-Have you ever consumed any Nestlé Flavored Pure Fizz water?
2-How concerned are you about the impact of your weight on your health? �
3-Did You know that Nestlé Flavored Pure Fizz water has 0 calories?
4-Do you agree that Nestle’s Pure Flavored Fizz water can replace carbonated soft drinks eg.
SevenUp, Sprite etc... as a healthier choice? �
5-Have you seen any ad or video about Nestlé Flavored Pure Fizz before? 🎥🎥

We Found the following:

Percentage of Customers who
& were not aware of
are highly concerned about & considered it as a & Never Watched and
the nutrition facts of
their Health out of those who Healthier option than AD for Nestle
Nestle Flavored Pure
Never consumed Nestle soft drinks Flavored Pure Fizz
Fizz
Flavored Pure Fizz before.

59% 80% 90% 70%

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Analysis focusing on the people who tried the product before
After checking the answers for following questions:
1- Regarding the knowledge of the customer about the product
Have you ever consumed any Nestlé Flavored Pure Fizz water?
How often do you shop for Nestlé's Flavored Pure Fizz water?�

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How did you hear about Nestlé Pure Life Flavored Pure Fizz: 📣📣

Have you seen any ad or video about Nestlé Flavored Pure Fizz before? 🎥🎥

Percentage of customers who use our product

And heard about our product only
one time for one month or more from who
through social media and TV
consumed the product

85% 17%

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2- Regarding customers opinion about the product’s taste
Have you ever consumed any Nestlé Flavored Pure Fizz water?
How tasty did you find it?
Have you ever tried mixing Nestlé Flavored Pure Fizz with fresh fruits to prepare a healthy fizzy
drink? (Lemons🍋🍋 , Strawberries🍓🍓 , Apples🍏🍏 )

From who states that they will never try it

Percentage of customers who will never tried it
again there are customers who would like
again Because of its taste out of total Customer
to try it with Fruits and other will never try
Consumed the Product
it with fruit

40 65

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Analysis of Customers referral
Have you ever consumed any Nestlé Flavored Pure Fizz water?
How likely would you convince others to buy Nestle’s flavored fizzy water?

Percentage of Customer who referred it to others out of tootle number of customer who Used it

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 34.6

7-Conclusion
After we made the initial analysis and deeply analyzed data received from Customers with a total
number of 45 respondents, we had initial insights of the factors affecting the sales of the product.
The respondents of this survey were 71.1% female and 28.9% males mostly between the age
range from 21-40 and with Employment Status either Employed or Students.
We concluded classifying our respondents to four categories:
● Category 1: Loyal Customer
This category was the result of an analysis of Customers who consume the product, and accept to
refer it to their friends and family, with a small percentage of 34.6%.
● Category 2: Possible Customers who did not try the product
This category was the result of customers having concerns about maintaining good health and
buying products that help them stay in a good shape with 58.8% out of the total number of
customers that did not try the product before.
We found that 70% out of 58.8% of people concerned about their health had never watched Ads
about Nestle Flavored Pure Fizz.
We found that 90% out of 58.8% of the people concerned about their health after discovering
the benefits of the product to their health found it as a healthier option than soft drinks.
We found that 80% out of 58.8% of people concerned about their health didn't know about the
nutrition facts of the product.

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● Category 3: Possible Customers who consumed the product
This category is the result of including Customers who consumed the products and did not like
its taste or forget about the product; because of not frequently mentioning it in Advertisements
We also found that most of the Customers find the taste of the product sour and prefer to add
fresh fruit to make it taste better and there were 65% from who will try the products again are
most likely to add fruits on it to try it again.
We noticed that there is a clear lack of advertising as the survey showed 17% of Customers
who saw Ads through social media and Tv and the remaining percentage was mainly from
shopping in super markets that made our customer purchase our product once for each month or
more.

● Category 4: Customer that will never buy the product again

This Category is the result of including Customers who tried it and never buy it again because of
its unlikable taste that came with a percentage 40% of total Customers who used the product.

8-Recommendations
Recommendations are formulated as actions plan, to increase the sales of the product and they
are mapped to the categories listed in the conclusion.
It is recommended in order to sustain the Loyal Customer is to continuously check for feedback
and their concerns, also conduct events for VIP Customers, and make discounts based on reward
systems, like pointing systems; to give advantage to people who use it and keep them satisfied.

Actions recommended in order to gain possible Customers that didn't consume the products, is to
increase the frequency of ads mentioning the nutritional facts and creating health oriented
campaigns presented by famous influencers from health and cooking fields, also to add &
increase the number of street billboard in major urban roads and highways.

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Actions needed to gain possible Customers that consumed the product is to increase mentioning
in our campaigns the Nestle Flavored Pure Fizz by selling it through online marketplaces, in
addition to making it more available in cafes and restaurants as well as in local supermarkets.
Also increasing the distribution of the most preferable taste, as the Lemon and adding new
delicious taste as adding fresh fruit.

Finally, actions needed for Customers who state they will not use the product again is to include
their opinion in new products, also create more ads for new delicious recipes in social media for
this sector to try it. Moreover, using social media sponsored ads to show the product whenever
beverages are mentioned.

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Annex & References
● https://www.statista.com/companies/ranking/3/top-100-consumer-goods-and-fmcg-
companies
● https://www.custommarketinsights.com/report/sparkling-water-market/
● https://www.custommarketinsights.com/press-releases/sparkling-water-market-share/
● https://www.facebook.com/NestlePureLifeEg
● https://www.instagram.com/nestlepurelifeeg/
● https://www.youtube.com/@NestlePureLifeEgypt/videos
● https://www.statista.com/statistics/413559/global-sales-of-nestle-by-product-category/
● https://www.euromonitor.com/bottled-water-in-egypt/report

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