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Nestle is the leading provider of food products around the world as well as in Kuwait
To survive in competition only good quality products and advertisement is not enough
CRM
It is when an organization promises to spend a certain part of profits of each unit sold for a good
cause (Brown and Dakin, 2009). In this era of competition, apart from good quality products the
concern toward Humanity is a source of competitive edge and enhanced sales (Adkins 2006). ,
finding this in case of Nestle will be beneficial for the company
Importance:
CRM is found to have positive impact on retaining consumers as well as maintaining unique
edge (Mason, 2008). In west it is now recognized as most important and modern strategy of
marketing It increase sales, brand image, mass purchase(Taylor 2007). This research is carried
out as it will be able to evaluate the impact of CRM activities on sales. This will give an
opportunity to improve its situation and no such research is carried out in context of Kuwait
Research Questions
Does linking the marketing strategies with a specific cause result in better sales?
Research Strategy
Results
Male
Female
The results show that 57% of participants are male and 43% mare female
300-500KD
500-700KD
More than700KD
28% of participants had less than 300KD income each month, participants having income level
of 300 to 500KD were found to be 38%, participants having income from 500 to 700KD
amounted to 17% and those earning above 700 KD were termed to be 17%.
diploma holder
Associate degree
qualification of participants of research in form of pie chart. 20% of participants have less
educational qualification than diploma. 35% of the participants were diploma holder, 21% of
the participants were associates and just 8% of the participants carried bachelors degree while
16% were masters degree holder or having more than that qualification.
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
35.77% respondents strongly agreed that they have positive attitude toward Nestle due to CRM,
28.29% said that, they agree, 6.20 remained neutral. 14.46% of participants disagreed to the
statement and 15.26% strongly disagreed.
Strongly agree
Agree
Neutral
Disagree
Strongly Disagree
35.77% respondents strongly agreed that they buy Nestle due to CRM, 28.29% said that, they
agree, 6.20 remained neutral. 14.46% of participants disagreed to the statement and 15.26%
strongly disagreed
It was an open ended question and customers told that CRM causes the company to have a
positive image in their mind that purchasing its goods will contribute to betterment of society and
they prefer to buy it over other brands because of its positive contribution
Conclusion:
On the basis of the above results, it can be concluded that CRM helps to create positive image of
Nestle in mind of consumers
This proves that CRM induces consumers to buy more of Nestle products
As case related marketing is found to increase the brand loyalty and sales
Nestle should focus on linking brand image with the CRM campaigns
Consumer attitude, behavior and emotional side should also be considered in designing CRM
campaigns in context of Muslim nation like Kuwait