1

SYNOPSIS ON
CONSUMER PERCEPTION AND STRATEGY IN NESTLE MARKET

Submitted toward the partial fulfillment of the requirement for the Degree of Bachelor of Business Administration AT NESTLE INDIA LTD

SUBMITTED TO: DR.S.N.MEHDI

SUBMMITTED BY SANTOSH KUMAR YADAV

INVERTIS INSTITUTES OF MANAGEMENT STUDIES BAREILLY

travel. . etc) and form our own unique cultural filter. the same applies with our cultural filters.2 INTRODUCTION Customer Perception Theory (CPT) Customer Perception Theory (CPT) illustrates and explains one method through which advertising is effective. experien ce. W ith cultural filtration in place. including advert ising. An easy way of understanding cultural filtration is by comparing the cultural filter to a pair of sunglasses. perceptual reality. family. cultural knowledge. Each person is unique and has had a unique set of life events that shape the way they experience. ethnicity. W hen we wear tinted glasses we view the world as being the color of the lens. we can proceed through the steps of the model which define the theory. geographic location. tradition. In the model above the pink tinted rectangle represents the cultural filter. Cultural filtration is simply the reason that people perceive day to day life differently from one another. The process of CPT starts with the consumer: an individual toward which the message is directed. vocabulary. education. W e gather our experiences on a wide variety of topics (politics. heritage. sexuality. There are two basic concepts that need to be accepted in order for CPT to be understood: cultural filtration. race. habits. It is through this unique filter that we experience everything.

A. the p roduct is perceived. If. It is possible that this truth could change with exposure to competitive messages from a wide variety of sources (other media. After exposure. as surround each step and decision in the model. This perception becomes the reality of that product to the consumer. The culture of innovation and renovation within the company and access to the Nestle Group's proprietary technology/ Brands. If it does indeed fit the need. of being positive it is then evaluated as to whether or not it fills the need or want. friends. expertise and the extensive centralized Research and Development facilities helps the company to create value that can be sustained over the . Nestle India Nestle India is a subsidiary of Nestle S. the consumer forms an opinion about t he product. and then actively experience an advertisement in the product category where the need or want exists. Chairman And Managing Director. and therefore assigned the truth. The Company employs over 4500 people and for the full year 2005 Nestle India recorded net sales of Rs. With six factories and a large number of co-packers. however. Nestle India is a vibrant company that provides consumers in India with products of global standards and is committed to long term sustainable growth and shareholder satisfaction. In the purchase stage the consumer decides to purchase or not to purchase the product.Rolland. Nestle has been a partner in India's growth for the past nine decades and has built a very special relationship of trust and commitment with the people of India.3 The consumer must first have a perceived need or want. It is a catalyst for the model if this advertisement occurs at strategic timing in the process. 20477 Mio.Martial G. advice columns etc). it is likely that the consumer will proceed to the purchase stage of the model. of Switzerland headed by Mr. Again. there are a number of variables surrounding this decision.

. 4. Munch and Pure Life. To be a good corporate citizen & contribute positively to the society in which we operate. 2. Milo. Provide our customers with superior quality products. Nestle Dahi. 3. Maggi. Provide our shareholders with rapid growth & fair returns. infant foods. Provide our employees a challenging & satisfying work environment. is among the leading branded food player in the country. The company has launched Dairy Products like UHT Milk. Nestle India manufactures products of truly international quality under internationally famous Brand names such as Nescafe. 51% subsidiary of Nestle SA. Nescafe. confectioneries and other semi processed food products during the last few years. Cerelac. Nestle Fruit 'n milk ready to drink beverage and Nestle Pure Life bottled drinking water. Nestum. It has a broad based presence in the foods sector with leading market shares in instant coffee. Objective of study 1. Milky Bar. Nestle India Ltd. Butter and Curd and also ventured into the mineral water segment in 2001. Nestea and Kit Kat and in the recent years the company has also introduced products of daily consumption and use such as Nestle Milk. BarOne.4 long term. Kitkat. milk products and noodles. Nestle Butter. Nestle’s leading brands include Cerelac. Maggie. It has also strengthened its presence in chocolates.

5. Due to sluggishness in a FMCG market. Segmentation & target market selection. Cash discounts must be given. 10. More competitive pricing to be done in the premium segment. but NIL should try to make stronger brand equity in Dairy products. Company should concentrate on all round cost saving & productivity gain. It should work more on concept of CRM (Making new customers & retaining old ones. 6. The market strategy of the firm is a complete and unbeatable plan or an instrument designed specially for attaining the marketing objective of company. 2. Increase their sales force to make more frequent visits to the sales person.5 CONCLUSION & RECOMMENDATIONS 1. most of the companies are under pressure to maintain volume & market share. Amul is still leader. NIL should draw out an action plan to improve sales through new product launches. 8. 3. to neutralize the adverse impact of increased excise of confectionary. Should also look for rural markets. 9. Quick handling of problems of stockiest & dealers. Assembling the marketing mix. . The formulation of the marketing strategy consists of two steps:12. Although product line is very good & has good width & depth. 13. Online ordering facility & electronic payment through website can save a lot of time. 4. 7. 11.

Sign up to vote on this title
UsefulNot useful