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Marketing Research- Nestle Juices

TABLE OF CONTENTS
ORGANIZATIONAL HISTORY.............................................................................- 5 -
PRODUCTS..................................................................................................... - 5 -
Milk, Dairy And Chilled Dairy.......................................................................................- 5 -
Beverages................................................................................................................... - 5 -
Bottled Water.............................................................................................................. - 5 -
Nestle Juices................................................................................................................ - 5 -
Baby Food................................................................................................................... - 6 -
Prepared Meals........................................................................................................... - 6 -
Break Fast Cereals...................................................................................................... - 6 -
Chocolates & Confectionary........................................................................................- 6 -
CURRENT SITUATION......................................................................................- 6 -
PROBLEM STATEMENT....................................................................................- 6 -
SALES GROWTH.................................................................................................................. - 6 -
CUSTOMER ATTITUDES.......................................................................................................... - 7 -
NESTLS CONCERN.......................................................................................- 7 -
MARKETING MIX............................................................................................ - 8 -
PRODUCT........................................................................................................................... - 8 -
PRICE................................................................................................................................ - 9 -
PLACE............................................................................................................................... - 9 -
PROMOTION........................................................................................................................ - 9 -
TARGET MARKET............................................................................................ - 9 -
COMPETITORS............................................................................................... - 9 -
COMPETITOR ANALYSIS........................................................................................................ - 10 -
Shezan All Pure......................................................................................................... - 10 -
Minute Maid.............................................................................................................. - 10 -
Haleeb Good Day...................................................................................................... - 10 -
11.0. INFORMATION NEEDS...........................................................................- 10 -
SYNOPSIS....................................................................................................- 10 -
RESEARCH QUESTION...................................................................................- 11 -
6.0. HYPOTHESIS.........................................................................................- 11 -
7.0. RESEARCH OBJECTIVE............................................................................- 12 -
EXPLORATORY RESEARCH.............................................................................- 13 -
FOCUS GROUPS................................................................................................................. - 14 -
Details Of First Focus Group......................................................................................- 14 -
Details Of Second Focus Group.................................................................................- 14 -
Details Of Third Focus Group.....................................................................................- 14 -
Questions to Be Asked During Focus Group Discussion.............................................- 15 -
IN-DEPTH INTERVIEWS......................................................................................................... - 15 -
Proposed Interviewee 1............................................................................................. - 16 -
Proposed Interviewee 2............................................................................................. - 16 -
Proposed Interviewee 3............................................................................................. - 16 -
Questions To Be Asked From Management...............................................................- 16 -

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Questions To Be Asked from Retailers and Wholesalers............................................- 17 -


LITERATURE SEARCH........................................................................................................... - 17 -
Haleeb Good Day...................................................................................................... - 18 -
Shezan All Pure......................................................................................................... - 18 -
FOCUS GROUPS DETAILS..............................................................................- 18 -
GOALS TO BE ACHIEVED THROUGH FOCUS GROUP....................................................................- 18 -
PROCEDURE USED TO PLAN FOCUS GROUP..............................................................................- 19 -
REASON FOR CONDUCTING THREE FOCUS GROUPS..................................................................- 19 -
FOCUS GROUP 1........................................................................................... - 20 -
KEY FINDINGS OF FOCUS GROUP 1.......................................................................................- 20 -
FOCUS GROUP 2........................................................................................... - 22 -
KEY FINDINGS OF FOCUS GROUP 2.......................................................................................- 22 -
FOCUS GROUP 3........................................................................................... - 24 -
KEY FINDINGS OF FOCUS GROUP 3.......................................................................................- 25 -
SUMMARY OF FOCUS GROUP FINDINGS..................................................................................- 26 -
LIMITATIONS OF FINDINGS................................................................................................... - 27 -
IN-DEPTH INTERVIEWS.................................................................................- 27 -
INTERVIEW # 1................................................................................................................. - 27 -
Results of Interview Conducted At NESTLE...............................................................- 27 -
INTERVIEW # 2................................................................................................................. - 29 -
Findings Of Interview Conducted At AL FATAH...........................................................- 29 -
INTERVIEW # 3................................................................................................................. - 30 -
Findings Of Interview Conducted At HKB...................................................................- 30 -
INTERVIEW # 4................................................................................................................. - 30 -
Findings Of Interview Conducted At Metro................................................................- 31 -
INTERVIEW # 5................................................................................................................. - 31 -
Findings Of Interview Conducted At Small Retailers..................................................- 31 -
SUMMARY......................................................................................................................... - 31 -
INTERVIEW # 6................................................................................................................. - 31 -
Findings of Interview Conducted At NESTLE..............................................................- 32 -
LITERATURE SEARCH....................................................................................- 32 -
Minute Maid.............................................................................................................. - 33 -
Haleeb Good Day...................................................................................................... - 33 -
Shezan All Pure......................................................................................................... - 33 -
DATA COLLECTION........................................................................................- 34 -
SURVEY METHODOLOGY...............................................................................- 34 -
CONSUMER ANALYSIS...................................................................................- 37 -
ANALYSIS OF RESPONSES TO GENERAL QUESTIONS..................................................................- 37 -
Gender...................................................................................................................... - 37 -
Age............................................................................................................................ - 38 -
Residential Area........................................................................................................ - 39 -
Income Bracket......................................................................................................... - 40 -
Degree of Liking Nestle Juice.....................................................................................- 41 -
What Flavor do you Like The Most.............................................................................- 42 -
Price.......................................................................................................................... - 43 -
Packaging.................................................................................................................. - 44 -
Quality...................................................................................................................... - 45 -

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Taste......................................................................................................................... - 46 -
Sugar Content........................................................................................................... - 47 -
Advertisment............................................................................................................. - 48 -
Appealing Advertisement.......................................................................................... - 49 -
Frequency of Consuming Nestle Orange Juice...........................................................- 50 -
Purchase of Juices..................................................................................................... - 51 -
Frequescy Of Consuming on Daily Basis...................................................................- 52 -
Choice of Barand If Nestle Orange Juice Is Not Available...........................................- 53 -
Latest Add of Nestle Orange Juice.............................................................................- 54 -
CONCLUSION..................................................................................................................... - 55 -
CROSS TABS..................................................................................................................... - 56 -
EFFECT OF INCOME ON CONSUMPTION OF JUICE......................................................- 56 -
Analysis............................................................................................................................... - 56 -
Results................................................................................................................................. - 57 -
Effect Of Gender On Degree Of Liking Nestle Orange Juice.......................................- 57 -
Analysis............................................................................................................................... - 57 -
Results................................................................................................................................. - 58 -
Effect Of Age On Consumption Of Nestle Orange Juice.............................................- 58 -
Analysis............................................................................................................................... - 59 -
Results................................................................................................................................. - 60 -
Effect Of Taste On Consumption Of Nestle Orange Juice...........................................- 60 -
Analysis............................................................................................................................... - 61 -
Results................................................................................................................................. - 62 -
Effect Of Price On Consumption Of Nestle Orange Juice............................................- 62 -
Analysis............................................................................................................................... - 63 -
Results................................................................................................................................. - 63 -
Effect Of Advertisement On Consumption Of Nestle Orange Juice............................- 63 -
Analysis............................................................................................................................... - 64 -
Results................................................................................................................................. - 65 -
Effect Of Liking Nestle Juice On Liking Nestle Orange Juice.......................................- 65 -
Analysis............................................................................................................................... - 66 -
Results................................................................................................................................. - 67 -
Effect Of Taste on Degree of Liking Shezan...............................................................- 67 -
Analysis............................................................................................................................... - 68 -
Results................................................................................................................................. - 69 -
Satisfaction of Consumers with the Packaging of Nestle Orange Juice......................- 69 -
Analysis............................................................................................................................... - 70 -
Results................................................................................................................................. - 70 -
RETAILER ANALYSIS......................................................................................- 71 -
ANALYSIS OF RESPONSES TO GENERAL QUESTIONS..................................................................- 71 -
Location Of Retailers................................................................................................. - 71 -
Degree Of Satisfaction with Packaging Of Nestle Orange Juice.................................- 72 -
Major Competitors of Nestle Orange Juice.................................................................- 73 -
Duration in Retail Business.......................................................................................- 74 -
Regular Supply Of Nestle Orange Juice.....................................................................- 75 -
Affect of Price Change On Sales................................................................................- 76 -
NESTLE CHILLERS...................................................................................................... - 77 -
Packaging of Nestle Juices which sells the most........................................................- 78 -
CONCLUSION................................................................................................................. - 79 -
CROSS TABS..................................................................................................................... - 80 -
Preference of Retailers To Stock Nestle Orange Juice................................................- 80 -
Preference By Retailers to Stock Shezan Orange Juice..............................................- 81 -
Results................................................................................................................................. - 82 -
Preference By Retailers to Stock Minute Maid Juice...................................................- 83 -
Analysis............................................................................................................................... - 83 -
Results................................................................................................................................. - 84 -

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RELATION OF ADVERTISEMENT WITH SALE OF NESTLE ORANGE JUICE..........................................- 84 -


Analysis............................................................................................................................... - 85 -
Result:.................................................................................................................................. - 85 -
Effect of Sales of Nestle Orange Juice On Profit Margin.............................................- 85 -
Analysis............................................................................................................................... - 86 -
Results................................................................................................................................. - 86 -
Effect of Sales of Shezan Orange Juice On Profit Margin...........................................- 87 -
Analysis............................................................................................................................... - 87 -
Effect Of Price Change On Profit Margin of Nestle Orange Juice................................- 88 -
Analysis............................................................................................................................... - 89 -
Results................................................................................................................................. - 89 -
LIMITATION..................................................................................................- 90 -
RECOMMENDATION......................................................................................- 90 -
CONCLUSION................................................................................................- 91 -
CONCLUSION................................................................................................- 91 -
CONSUMER QUESTIONNAIRE.........................................................................- 93 -
RETAILER QUESTIONNAIRE............................................................................- 98 -
REFERENCES.............................................................................................. - 108 -

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Marketing Research- Nestle Juices

ORGANIZATIONAL HISTORY
Nestl is a multinational packaged food company founded and headquartered in Switzerland. It
resulted from a merger in 1905 between the Anglo-Swiss Milk Company for milk products
established in 1866 and the Farine Lacte Henri Nestl Company set up in 1867.
The Company is engaged in manufacturing, processing and sale of food products in Pakistan.
The company offers milk, dairy, and chilled dairy products, including UHT milk, yogurt, raita,
ghee, and cream; beverages, such as coffee, juices, and instant drinks; and bottled water in non-
returnable and bulk bottles for home and office delivery. It also offers infant cereals; prepared
meals, such as noodles; breakfast cereals; and mints, chocolates, and confectionery and culinary
products.
The company, formerly known as Nestle Milkpak, Ltd., was founded in 1979 and is based in
Lahore, Pakistan. Nestle Pakistan Limited is a subsidiary of Nestle S.A. It operates in
Sheikhupura, Kabariwala, Islamabad and Karachi.

PRODUCTS
MILK, DAIRY AND CHILLED DAIRY
Nestle Nesvita
Nido
Neslac
Everyday
Yogurt
Fruit Yogurt
Raita
Milk Pak Cream
Milk Pak Desi Ghee

BEVERAGES
BOTTLED WATER
Nestle pure life

NESTLE JUICES
Fruita vital
Guava
Chonsa (mango)
Mango orange

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Mango
Apple
Orange
Red Grape
Pineapple

BABY FOOD
Cerelac

PREPARED MEALS
Maggie 2Minutes Noodles

BREAK FAST CEREALS


Nestle Cornflakes
Nestle Kokocrunch
Nestle Honey Stars2

CHOCOLATES & CONFECTIONARY


Nestle Kitakat and Kitakat Chunky

CURRENT SITUATION
The main aim of Nestle is to reach every single Pakistani. Nestle currently launched a new
flavored juice in Pakistan that is Nestle Guvava in 2008.The profit and net profit margins
remained stable. Overall profit margin showed a slight increase but a slight decline in gross
profit margin was witnessed.

PROBLEM STATEMENT
To know the reason of decline in sales of Nestle orange juice

SALES GROWTH
Nestle orange juice has been a flagship brand of Nestle juices since years. However, their sales
declined to -1 % as compared to last year.

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Last year growth in sales This year growth in sales


20% -1%

As per the meeting with the Brand manager juices, we got an insight about customer
attitude, competitors, product development etc.
Total contribution of orange juice is 20% to revenue in the juices category; however the
overall market share of juices is 60%.

CUSTOMER ATTITUDES
The main concern that the consumers of Nestle Orange juices have regarding the juice is related
to the purity of the juice. The factor and the feature that they are most concerned with is that is
the juice 100% pure and healthy?
The responses of prior studies reveal:
People actually think that fruit juices are not that great for them because of the fructose
(fruit sugar). They think that when this frustose is processed its pure sugar gets
TERRIBLE for their health. So the solution to them is that if they want to have a taste of
orange they should try having an actual orange because the fiber in the pulp skin and
roughage will slow the absorbtion of the fructose.
Another group of poeple suggests that instead of having packed juices one should go for
natural ones with pulp and fibre etc. They think that, that is much better for their health.
Only when one is in hurry one should go for processed juices.
Yet another really inflexible lot thinks that juices are made from concentrated stuff which
as per them is not healthy at all.So they should always go for fresh jucies regarless of the
fact that they are in a hurry or not. And if they cannot get hold of fresh juices, they should
skip juices altogether.
As per the staff of Nestle, poeple are getting diverted towards imported drink which
includes orange juices as well. As people are getting more health conscious, they are
willing to spend more on their health and thus are willing to purchase imported juices
regardless of the cost factor. People receive Nestle juices to be better than imported
juices.

NESTLS CONCERN
For Nestle, in their juices category, Nestle Orange has been their flagship brand since its
introduction in the market. As mentioned earlier, the total contribution of orange juice for Nestle
has been 20% until last year. However, due to changes in consumers attitudes, for some reason
or the other, the sales drastically decreased from 20% to negative 1% from last year to current

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year. This has been a major area of concern for the organization, its top management and all
subsequent lower level staff. People at Nestle are really looking towards finding ways to bring
their flagship brand back to the position it was holding for years.
We discussed several issues with them to get started
with our research and to know what actually could
be the reason behind declining sales, the results of
the discussion were:
Nestle orange juice has always been the
leading juice among all available nestle
flavors, it showed leading sales. However,
this year the leading sales were taken by
apple juice.
There were no quality issues with Nestle
Orange juice, so it was surprising for the
juices team to see negative sales. The availability of Orange Juice was perfect and there
was not any such juice launched which could take away the share from orange juice, nor
there were any new competitors.
According to the manager, being the pure orange juice with no artificial flavor, and
further added vitamin C should have improved the sales. However this was not what
actually happened.

MARKETING MIX
The Marketing environment at Nestle focuses on the principle of satisfying consumer needs. The
overall trust of consumers in Nestls brands and products comes from a quality image that has
been continuously strengthened for over 130 years.
Nestl strives to increase this trust through its commitment to environmentally sound business
practices. For this purpose Nestle:
Bases environmental claims in advertising, promotional material, labeling and corporate
communications on solid scientific evidence;
selects materials and printing methods for merchandising materials such as:
o consumer offers,
o in-store promotions,
o Displaying materials, leaflets and printed materials in light of environmental
considerations.

PRODUCT
Nestle Orange juice
Flagship brand (number 1 brand in juices)

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100% pure, no preservatives, no artificial flavor added

PRICE
1000 ml Rs. 75
200 ml Rs. 18

PLACE
Available at all major cities such as
o Lahore
o Islamabad
o Multan
o Faisalabad
o Gujranwala
o Karachi

PROMOTION
In order to promote their products Nestle Juices uses the following medium.
o Bill boards
o Above The Line
o Below The Line

TARGET MARKET
The target market of Nestle juices includes:
Both male and female between the age group of 19-31
Health conscious people
Socio eco class SEC A and B
Urban areas
Career oriented and life starters

COMPETITORS
Shezan All Pure
Haleeb Good Day
Minute Maid (Coco Cola)

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Other imported brands

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COMPETITOR ANALYSIS
SHEZAN ALL PURE
Price (250ml) = Rs. 10
Price (1000 ml) = Rs. 60

MINUTE MAID
Small Bottle = Rs. 35
Large Bottle = Rs. 90

HALEEB GOOD DAY


Price = Rs. 12

11.0. INFORMATION NEEDS


We visited Nestle and interviewed Miss Beenish Pervaiz (Brand Manager, Nestle Juices), to get
the information regarding the product in which company is currently facing problem. She told us
about the declining sales of Nestle Orange Juice and asked us to provide the company the
following information:

Study of specific areas which are the root cause of decline in sales
To find the exact information regarding consumer s taste and preferences
Awareness of the brand in various socio economic classes and geographical areas
To identify the correct target market
What strategies competitors are using and how that can be tackled
To find if there is problem with advertisement and promotion.
Product quality

SYNOPSIS
Nestl is one of the worlds largest nutrition Company in Pakistan. It is catering milk products,
beverages, food items, bottled water, juices, and breakfast and confectionary items. Keeping the
market taste in view Nestle has recently launched a new flavored juice product in Pakistan called
Guava.
Nestle orange juice is the finest and 100% pure orange juice among all other brands and its a
flagship brand among other Nestle juices. The price of Nestle Orange juice is competitive and
they are using all sorts of advertisement material and concepts to target their markrt. Their msjor
competitors are Shezan All pure, Haleeb Good Day and other imported brands.

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The market share of Nestle orange juice is 60%. The research problem that we were told by the
Company was to know the reason of decline in sales of Nestle orange juice in Pakistan. Nestle
orange juice being the flagship brand showed declining sales this year which was the main area
of concern for the Company. The sales growth declined from 20% to -1% within this year.
The information needed to solve the research problem included information regarding marketing
mix, competitors, customer taste preferences and lifestyles etc.

RESEARCH QUESTION
Our research objectives will also include some questions through which we will try to solve our
research problem.
1. How important is the taste of Nestle Orange Juice important for the customer?

2. How much consumers are wiling to pay for Nestle Orange Juice?

3. How much the advertising campaign influences the purchase decision of the consumer?

4. What is the awareness level of Nestle Orange Juice among consumers?

5. How strong are competitors in creating loyalty among their target market?

6.0. HYPOTHESIS
The hypothesis that was formulated based on our research question are as follows:
Household income has significant impact on the consumption of Juices.

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A significant relationship exists between gender and degree of liking of Nestle Orange
Juice
A significant relationship exists between age and consumption of Nestle Orange Juice
Significant relationship exists between the Taste of Nestle Orange Juice and consumption
of Nestle Orange Juice.
Significant relationship exists between the Price of Nestle Orange
Juice and consumption of Nestle Orange Juice.
Significant relationship exists between the Appealing Advertisement
of Nestle Orange Juice and consumption of Nestle Orange Juice.
Degree of liking Nestle juice has any impact on the degree of liking
Nestle orange juice.
A significant relationship exists between Taste and Degree of liking Shezan juice.
A significant relationship exists between the degree of satisfaction of consumers with the
packaging of the Nestle Orange juice.
A significant relationship exists between Nestle brand juices and preference to stock then
by the Retailers.
There is a significant relationship between sales and appealing advertisement of Nestle
Orange Juice.
A significant relationship exists between the sales and the profit margin of Nestle Orange
Juice
A significant relationship exists between the price of the juice and the profit margin of
Nestle Orange Juice

7.0. RESEARCH OBJECTIVE


The research objectives of our project are as follows:
To know the buying preferences and purchasing habits of consumers buying Nestle
Orange juice.
To understand consumers taste preferences; as people
tend to like sweet juices in Pakistan rather than bitter
pure orange taste.
To analyze new competitors in the market to see whether
they affect the sales of Nestle Orange Juices.
To analyze the effectiveness of promotion
campaign of Nestle Orange Juice on consumers.
To determine consumer awareness about the product

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To analyze the process of distribution of Nestle juices and its availability in the market.
To determine quality of Nestle Orange Juice.
To collect specified product performance data for identifying retailers strengths and
weakness which could serve as indicator for evaluating the performance of the Supply
Chain of Nestle Orange juice.

EXPLORATORY RESEARCH
Nestle juices has provided us the basis of their research concern to identify reasons behind the
decline in the sales of Nestle orange juice in particular. Exploratory
research will help us identify the research hypotheses. Hence, it is
of our benefit to start off the research process by conducting
exploratory research. Currently we have three general hypotheses
from which we have to establish priorities by exploring and
developing relationships between different variables.
Under the exploratory research we will have to conduct
1. Focus groups,

2. In-depth interviews and

3. Literature review.

Housewives

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FOCUS GROUPS
The purpose of conducting focus groups for our research project is to get an in depth insight of
the problems associated with the decline in sales of Nestle orange juice. Their views and
opinions about the taste preferences of the consumers will be exposed to us during the whole
focus group sessions. Information regarding emerging competitors, changes in the marketing
strategy, changes in buying preferences and other possible reasons which resulted in the decline
in sales of nestle orange juice will be extracted out.
A total of three focus groups have been planned in order to exchange ideas regarding reasons of
decline in sales of nestle orange juice. The members of one focus group will be composed of
1. Age group 20 - 25.

2. Age Group 26 - 31.

3. Housewives/working women

We have selected two different focus groups with age brackets of 20-25 and 26-31 so as two
know that whether the decline in sales is due to changes in taste preference with age. There may
be a difference of attitude with maturity between someone who is 20 and someone who is of 30
years of age. The third focus group we will conduct is with women so as to know the household
consumption.

DETAILS OF FIRST FOCUS GROUP


There will be 7-10 participants in first group, both male and female. The reason behind the
selection of participants in the first focus group between the age group of 20-25 is because this
group consumer includes young professionals, students and young home makers. The
participants in their early twenties have a different approach towards life, as compared to
participants in late twenties.
We have decided to carry out the focus groups so as to have a deep insight of the problem in
different areas and in different age groups of people.

DETAILS OF SECOND FOCUS GROUP


There will be 7-10 participants in second group. The individuals in this focus group have entered
into their professional life and are married. They have different taste preferences as compared to
individuals in their early twenties.

DETAILS OF THIRD FOCUS GROUP


The third focus group would be conducted with women only, preferably include housewives or
working. This will help us understand the household consumption of Nestle Orange Juice.

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QUESTIONS TO BE ASKED DURING FOCUS GROUP DISCUSSION


Details of questions to be asked in focus group:
1. Do you drink packaged juice?

2. Which Flavor do you buy?

3. What is your second choice of flavor?

4. Which brand do you buy?

5. What is your second choice of brand?

6. Why do you buy your preferred brand?

7. Which appeals you the most when you buy a juice?

8. Which size do you prefer buying, 1000 ml or 200 ml?

9. What is the most important attribute when you purchase a juice?

10. What are your likes and dislikes while purchasing orange juice?

11. What is your consumption behavior (i.e. you prefer in breakfast, lunch or dinner)

12. What do you like the best in orange juice?

13. What are your reasons for usage of the appropriate brand of orange juice?

a. Emotional (Quality)

b. Sensory (taste, smell etc.)

c. Functional (healthy, nutritious etc.)

14. Have you recently switched to another brand? If so, why?

15. What differences do you find in both the brands?

16. Where do you purchase juice from?

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IN-DEPTH INTERVIEWS
In-depth interviews were conducted to get the insight of retailers and consumers who are directly
or indirectly influencing the level of sales of nestle orange juice. Interviews were taken
collectively by all of the group members. Group leader introduced the objective of the
interviews and started off with the discussion question. Questions were directed towards
extracting as much information as possible regarding our proposed hypotheses.
Informal and unstructured interviews were conducted with the management of the company i.e.,
sales manager, product manager and sales representatives, wholesalers, retailers etc.

PROPOSED INTERVIEWEE 1
Beenish Pervaiz
Brand Manger (Beverages)
Nestle Pakistan
Purpose: Being the Brand Manger Beenish can give us an insight of the past and present
situation of Nestle juices.

PROPOSED INTERVIEWEE 2
OK Store
2-U, Commercial Area
DHA, Lahore.
Purpose: Retailers have direct interactions with the consumers of Nestle orange juice so they can
take direct customer feedback.

PROPOSED INTERVIEWEE 3
HKB
Y-Block, Commercial Area
DHA, Lahore
Purpose: Interview of retailers was conducted to understand the sales side of Nestle Orange
Juice directly from the retailer as the retailer is the one who is directly involve in the sale of the
product with the customer.

QUESTIONS TO BE ASKED FROM MANAGEMENT


1. What is the current market share of Nestle orange juice?

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2. Is sale of orange juice stagnant or declining?

3. Are you improving, re-launching a new strategy to cope with the situation?

4. According to you when did the phase of decline started?

5. Is the value delivery network properly observed?

6. Is performance of sales representatives evaluated?

7. What is the sales growth rate of Nestle orange juice as compared to last year?

8. Does environmental condition (summers, winters etc.) affect your sales?

9. Is Nestle orange juice production affected by the new launch by a competitor?

10. Do health conscious people consume more Nestle orange juice? If yes, than why?

11. Is orange juice recommended by the doctors or health consultants?

12. Are health conscious people concerned about the high price of Nestle orange juice?

QUESTIONS TO BE ASKED FROM RETAILERS AND WHOLESALERS


1. What is the maximum shelf life of Nestle orange juice?

2. Is Nestle orange juice having competitive prices?

3. Does any consumer complaint about the quantity of Nestle orange juice?

4. Does company do in-store advertisement?

5. Is any special shelf placement is requested by the company?

6. How many wholesalers network are being dealt?

7. You earn more profit on buying Nestle orange juice from wholesalers or direct from the
company?

LITERATURE SEARCH
For our project Literature search is one of the key exploratory studies that we conducted, in fact
literature search was the very initial study that we began our project with.
Initially right after we discovered our underlying problem, for which we are conducting this
marketing research, we started up with gathering data and statistics about the company i.e.,

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Nestle itself. We used mostly the web for this purpose. The website that turned out to be most
helpful as far as gathering information of nestle was concerned was www.nestle.com.pk
After we got familiar with the company and its product line we moved on to gathering
information about our concerned product that is Nestle orange juice. We will gather statistical
data, study balance sheets and income statements and other financial reports that we will find out
on the web. The most helpful document that we discovered was the annual report of Nestle for
the year 2007. As It had sales records of paste years which gave us an insight of trends of
revenue.
We will also collect a few brochures that Nestle Pakistan has printed and these brochures and
pamphlets we will collect from Nestle office located in Lahore. The material and details printed
on these brochures etc shall also be of a great help and shall prove to be an important source for
us for understanding the company, as it may help us analyze whether they are having an
attractive marketing mix or not, which may help us in analyzing our problem.
Another major area that literature search helped us with is gathering data regarding the
competitors. On the web we found out who are the competitors of nestle in its juices line and
more precisely in its orange juice. Literature search revealed that a few of our major competitors
are:
Shezan All pure

Haleeb Good Day

HALEEB GOOD DAY


Haleeb Good Day offers 100% pure orange juices without any added sugar, flavors or
preservatives. Haleeb Good Day orange juice gives the consumers the absolute delight in taste,
and revitalizes them at the same time. It is packed in a 6-layered Tetra Pack Brick Aseptic
packaging.

SHEZAN ALL PURE


Shezan All Pure juices enrich our senses with the fresh taste of 100% pure orange juice. A sip of
All Pure helps our taste buds embark on a magical journey filled with the sweetest fruit
sensations.

FOCUS GROUPS DETAILS


GOALS TO BE ACHIEVED THROUGH FOCUS GROUP
Goals to be achieved through focus group discussion are the following, which will help us in
analyzing the different factors that have attributed to decline in sales of Nestle Orange Juice.
To understand consumers taste preferences.

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To analyze the effectiveness of promotion campaign on consumers.


To determine consumer awareness about the product
To determine quality of Nestle Orange Juice.
To know why consumer are switching to competitors brand
Two focus groups were conducted with different consumers, who gave us an insight of their likes
and dislike about the orange juice.

PROCEDURE USED TO PLAN FOCUS GROUP


Both The focus groups were conducted at Ayesha Noors place, where the respondents were
called up. There were two moderators
1. Sarah Zahid
2. Humaira Waheed.

REASON FOR CONDUCTING THREE FOCUS GROUPS


Three focus groups were conducted. After the first focus group was conducted we analyzed the
results of the responses that we got from the focus group participants. After thorough analysis of
the results we came to a conclusion that although the information gathered from the focus group
was really useful and helpful but the information was not much diversified. The responses of the
participants were not much detailed and were not elaborated much. Thus, in order to cater to this
problem we planned for the second focus group whose results together with the first focus group
gave us a clear picture. We used different age groups for the purpose having an insight of the
target markets changing opinions with age. The third focus group was conducted with women i.e.
the household heads who manage the house, to know about the household consumption of Nestle
Orange Juice.
The following question guide was prepared:
Do you drink/buy juices?
Which Flavor do you buy?
What is your second choice of flavor?
Do you like orange juice?
Which brand do you buy?
What is your second choice of brand?
Why do you buy your preferred brand?
Which appeals you the most when you buy a juice?

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Marketing Research- Nestle Juices

Which packaging do you prefer buying, 1000 ml or 200 ml?


What is the consumption behavior?
What is the most important attribute when you purchase orange juice?
Your Likes/dislikes for orange juice?
What do you like the best in orange juice?
Have you recently switched to another brand? If so, why?
Where do you purchase juice from?

FOCUS GROUP 1
LOCATION: Ayesha Noors place
START TIME: 7:00 pm
DURATION: 45 minutes
MODERATOR: Sarah Zahid

AGE GENDER EDUCATION LEVEL OCCUPATION


Respondent A Hammad 20 Male BBA Student

Respondent B Ali 21 Male BBA Student

Respondent C Qadir 20 Male BBA Student

Respondent D Faheem 24 Male BSC Student

Respondent E Ayesha 21 Female BSC Student

Respondent F Humaira 23 Female MBA Student

Respondent G Aleena 20 Female MBA Student

Respondent H Sonia 23 Female MSC Student

KEY FINDINGS OF FOCUS GROUP 1

Which Flavor do you buy?

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Respondent A, B and C love to have orange juice, respondent D liked mango juice, where
Respondents E, F, G and H liked apple juice.

What is your second choice of flavor In case of unavailability?


Respondent A, B and C were not willing to have any other juice of orange juice was not
available, they would rather take water. Respondent D would purchase apple if mango is
unavailable. However if apple juice is not available respondents E and F would buy grapes,
respondent G would buy Mango, and respondent H would buy Pineapple.

Do you like orange juice? Which brand do you buy? What is your second choice of brand?
All of the respondents at once named Nestle, in case of unavailability of Nestle Respondents A,
B and C said that they would go for minute maid. Respondents D, E, F, G, and H would go for
Shezan.

Likes and dislikes regarding orange juice


Respondent A said he loves Nestle orange juice, respondent B had the same view, and respondent
C was so excited that he started licking his lips that he just simple loves Nestle orange juice. In
contrast, rest of the respondents had high disliking for the Nestle Orange Juice, they said they
hate it.

Why do you buy your preferred brand? Which appeals you the most when you buy a juice?
What is the most important attribute when you purchase orange juice?
Following results were seen:
Respondents A,B and C buy Nestle orange juice because it is a big company and they perceive it
to be good quality. The three respondents loved the taste of Nestle Orange Juice. Respondent A
said he loves the bitter taste of the orange juice and the brand name as Nestle is the top brand.
Respondent B loves oranges simply, so he cant resist having Orange juice.
Respondent C said that its the packaging and quality which appeals him the most. Respondents
A and B look for taste and quality.
Where respondents E, F, G and H liked Nestle apple juice because they think it is more pure and
also good in taste.

Which packaging do you prefer buying, 1000 ml or 200 ml?


In response to this question all respondents said that they buy 200 ml on daily basis. Also 1000
ml is purchased by all respondents except respondent G.

Consumption behavior pattern

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All the respondents have juice on a regular basis. Respondent A, B, C and D buy the juices 3 to 4
times a day when they are out. However, respondent E, F, G and H at least take juice once in the
entire day.

Have you recently switched to another brand? If so, then why?


Respondents A, B and C responded that they have not switched permanently to Minute Maid, but
they do buy Minute Maid for a difference. Respondent A said that taste wise Minute Maid is
good but quality and purity wise nestle Orange Juice is the best. Respondent B said that he likes
the pulp in Minute Maid, and it is more in quantity, where as Nestle Orange juice has less
quantity and finishes soon. Respondent C said that Minute Maid is more affordable and comes
in more quantity; also it is not as bitter as Nestle orange juice. Respondent D, E and F were
indifferent, whereas, respondent G and H said if nestle is not available they would go for Shezan.

Where do you purchase juice from?


For this question, the respondents said that they buy it from any small shop or retail store near to
their place. However all respondents except respondent G said that their mothers buy the 1000
ml package when they buy their monthly grocery. Respondent A and B buy it from HKB.
Respondent C, D and Es mothers go to Al-Fatah, respondent F and H go to Macro.

FOCUS GROUP 2
LOCATION: Ayesha Noors place
START TIME: 5:00 pm
DURATION: 45 minutes
MODERATOR: Humaira Waheed

AGE GENDER EDUCATION OCCUPATION


LEVEL
Respondent A Abid 28 Male Masters Senior Software Engineer

Respondent B Zakir 28 Male Masters CSR

Respondent C Hussai 30 Male Masters Management Trainee Officer


n

Respondent D Asim 25 Male Masters Senior Associate

Respondent E Maria 26 Female Masters Army Nurse

Respondent F Mehar 28 Female MBA Executive assistant

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Respondent G Beenis 25 Female Masters Business Development


h Manager

KEY FINDINGS OF FOCUS GROUP 2

Which Flavor do you buy?


Respondent A likes Faalsa flavor, respondent B and C purchase pineapple, D, E, F and G buy
orange juice.

Do you like orange juice? Which brand do you buy?


Respondent A, B and C said that they do not like orange juice, if they buy it for some reason they
buy Shezan Orange Juice. Respondents D, E, F and G liked orange juice. Respondents D and F
buy Nestle orange Juice whereas respondents E and G bought country high orange flavor.

What would be your second choice of brand?


None of them was willing to switch.

Why do you buy your preferred brand? Which appeals you the most when you buy a juice?
Respondents A, B and C said that they like the taste of their brand and taste is what appeals to
them the most. Respondents D and F said that brand name is what matters to them. Respondents
E and G like their brand because its Pakistani brand. These responses were a real patriotic sort.

What is the most important attribute when you purchase orange juice? What are your
likes/dislikes for juice? What do you like the best in orange juice?
Following results were seen:
Respondents A, B and C said that if they will buy orange juice they would prefer buying the one
with good taste. Respondent A said that he will never go for nestle as it has the worse taste and it
tastes like medicine. He also said that they claim it a health drink but he always has an upset
stomach and acidity after having Nestle Orange Juice. Respondents D and F said that they like
orange juice especially nestle orange. Nestle Orange is actually a true orange juice. And they like
the bitter taste of the juice. Respondents E and G said that the important attribute for them is that
it should be a Pakistani brand.
The most important attribute identified by respondents D and E is that they wanted it to be really
chilled to quench their thirst especially in the extreme weather prevalent in our country;
respondent F said the price should be not more than Rs. 15. Respondent G said that purity is
what matters to her.

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Which packaging do you prefer buying, 1000 ml or 200 ml?


In response to this question all respondents said that they buy 200 ml packaging more frequently.
Whenever they feel like having a drink. 1000ml is purchased by all respondents but on monthly
basis. Respondent F and G said that they buy 4-5 1000ml package in a month.

Consumption behavior pattern


Respondents D and E said that they take orange juice 3-4 times a day, respondent F and G said
that they take juice whenever they feel thirsty. Respondents A, B and C said that they take juice
daily, around 1 to times.

Have you recently switched to another brand? If so, then why?


Respondents D and E said that they have started switching to Minute Maid as it has a better taste
and they like the pulp content in it. Respondent F and G said that they love the taste of Nestle
orange Juice, the bitter taste is what they really love. Respondents A, B and C said that they have
not switched to any brand.

Where do you purchase juice from?


All the respondents said that they purchase it from their nearest stores.

FOCUS GROUP 3
LOCATION: Chands place
START TIME: 5:00 pm
DURATION: 45 minutes
MODERATOR: Chandzaib

RESPONDENTS NAME AGE GENDER OCCUPATION

1 Respondent A Naleem 40 Female House wife

2 Respondent B Zubaida 43 Female House wife

3 Respondent C Shameem 45 Female House wife

4 Respondent D Aneela 32 Female House wife

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5 Respondent E Sara 30 Female Working woman

6 Respondent F Rabia 39 Female Teacher

7 Respondent G Kausar 48 Female House wife

8 Respondent H Riffat 34 Female House wife

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KEY FINDINGS OF FOCUS GROUP 3

Which Flavor do you buy?


Respondents E, G and H were highly likely in favor of orange juice, but Respondent E has some
other preferences as well in the absence of orange juice she says whatever is available on time.
Respondent B, D and F likes red grapes, respondent A liked pineapple and Respondent C was in
love with chounsa.

What is your second choice of flavor in case of unavailability?


As told before Respondent E had some other preferences, she said her 2nd most choice will be
mango, where as C, D and F were said they would like mango instead, Respondent A and B
said theyll shift their choice to cold drink, and Respondent G, and H said theyll prefer water.

Do you like orange juice? Which brand do you buy? What is your second choice of brand?
All the respondents were in favor of nestle but Respondent B and G said they are a bit expensive,
but we still buy. In case of unavailability they all gave different responses like A, C, F and H said
theyll opt for shezan, and D and E said minute maid.

Liking towards Nestle Orange Juice


Respondent E, G and H said they truly love Nestle orange juice, respondent A and B said some
what they like, respondent C, D and F were not favor that much either, they said they themselves
love but to buy for home they prohibit, because their children think it tastes bitter.

Why do you buy your preferred brand? Which appeals you the most when you buy a juice?
What is the most important attribute when you purchase orange juice?
Following results were seen:
Respondents E, G and H buy Nestle orange juice because of their tag line of 100% pure orange
juice, what they say they provide it. Respondent C, D and F were somewhat in favor of buying,
they said they dont buy 1000ml for their family. In contrast respondent A and B said they love to
buy orange juice.
Respondent E and H love the price in the mean while respondent G added its packaging attribute,
that tetra shaped packing looks good, but it give the image of being less in quantity.

Which packaging do you prefer buying, 1000 ml or 200 ml?


Respondent E said shes a sales women so she drink it on daily basis (200ml pack), respondent G
and H said they highly likely to drink it twice a day during their lecture breaks(200ml pack). C,

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D and F said their intake of Nestle orange juice if rare. Respondent A and B said they buy big
pack of 1000ml on monthly basis.

Consumption behavior pattern


Respondent E, G and H take it on daily basis, Respondent A and B whenever they like, and rest
said when they go out, or whenever its served at someone elses place.

Have you recently switched to another brand? If so, then why?


None of the participant in the focus group had shifted to any other brand. The respondent G and
H said whatever they find instead of Nestle. Respondent C, D and F said they buy minute maid
and Shezan for their house hold purposes but for themselves they prefer buying Nestle Orange
juice (200ml pack).

Where do you purchase juice from?


Respondent E said she get served in her office. Respondent G and H said that they buy it from
the nearby shops. Rest said from the place they do there grocery shopping.

SUMMARY OF FOCUS GROUP FINDINGS


The Focus group revealed some of the very useful and interesting findings which can help us in
identifying the solution to the problem. The respondents top of mind brand has always been
Nestle. Those who are moving away from Nestle orange juice are doing so because of its bitter
taste, and also because as per the participants competitors are offering pure juice with a good
taste and fair price. Consumers think that the price is also high. Also they doubt that although
Nestle claims the juice to be 100% pure it is not the case in reality. Consumers believe that the
juice has artificial flavor and preservatives added to it as a few very prominent ingredients. Also,
they say Orange Juice tastes good when it is chilled, whereas most of the times Nestle juices that
are available are not fully chilled.
We also found out that those who do not take Nestle Orange Juice or those who have switched to
another brand is because of increasing price of Nestle Orange Juice and its bitter taste. Also some
of the respondents proved to be more patriotic and didnt like taking juice of any Multinational
firm. We also found out that those who take orange just simply love its bitter taste.
The focus group conducted with the decision making units for the households that is the
Housewives, we found out that they prefer buying Cartons of Nestle Orange Juice on monthly
basis in large packings for their family.

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LIMITATIONS OF FINDINGS
The focus group discussion tends to get biased as many respondents try to emphasize their
opinion. Some of the respondents take clue from ideas of others and agree to what others say,
without thinking over it.

IN-DEPTH INTERVIEWS
INTERVIEW # 1
NAME: BEENISH PERVAIZ
DESIGNATION: ASSISTANT BRAND MANAGER JUICES, Nestle
DATE: 28 -08-08
LOCATION: NESTLE

RESULTS OF INTERVIEW CONDUCTED AT NESTLE


Orange was our flagship brand last year. The sales growth of Nestle orange juice increased at the
decreasing rate last year. As you go higher up to attain your goals your base gets smaller. When
you have lots of consumer in the substantial market, it could be more difficult to gain larger
share within the portfolio.

Q What were the reasons for the decline in sales of Nestle juices?
The reasons that might have caused the decline in sales of Nestle juice
The differentials between our Nestle orange juice and imported brand have decreased.
Aggressive price increase because of that people would want to buy imported brand
Flavor fatigue in orange, the larger the base the more difficult to bring in the additional
group.

Q How have you adapted to the change in sales growth of Nestle orange juice?
Nestle adapted with the change in sales growth by fortifying our orange juice with vitamin C. In
pure orange juice we are not adding any sugar or preservatives. A juice has a six months shelf
life. After six months we claim that the content of vitamin C in the product decreases by
approximately 10% as mentioned on the package. In order to cater this issue Nestle fortified the
juice and this resulted in the taste of Nestle orange juice to become bitter.

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Q: Why didnt you go for marketing research after adding Vitamin C in it?
The feedback that we gained was from sales. We are currently in the process of reformulating the
product so in this process well take old orange juice and will conduct 50-40 test.
Before the launce we have 50/40 win from consumer, over competitive product like Shezan,
Haleeb Good Day and our brand. 60% of consumer preferred our brand in blind test. After
consumer research and reformulating we are re-launching Nestle orange juice in next year, and
bringing down it to the initial taste, but the price will not be decreased.
All juices like Nestle, Haleeb and Shezan have maintained its prices, because juices and nectars
are profitable in case of value and drive of the company.

Q: Have you ever conducted any survey to get feedback?


In case of Nestle orange juice we havent conducted any survey, but for other flavors we did
conduct a survey. We did segmentation according to
Consumer attitude,
Behaviors,
Consumer preferences and
Chosen market segment for marketing effort.

Q: Do consumers perceive Nestle orange juice as 100% pure?


A lot of people do, thinking 100% as pure as 100% will be unethical. In the new brand
architecture launch we will eliminate the tag on Nestle orange juice that it is 100% pure.

Q: We conducted focus groups and results showed that minute maid is taking because of
additional pulp. What have you done in order to cater this issue?
Minute maid has pulp but has 0% fruit content (zero %).

Q: Why do you conduct research after launch, why not before launch?
Nestle does conduct marketing research before launch. None of our product is launched before
60/40 percent win. We did conduct marketing research before launching chouynsa nectar and
red grapes. We had 71/29 percent win meaning that Shezan grapes had 29% and nestle red grapes
had 71% win.

Q: Define SEC A and B


The segmentation of class of consumers is done on social standing which includes
Educational level

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Economic Status
The definition of SEC varies from one research house to the other. The individuals in SEC A
must have an income level > 25,000 and their education level should be at least BA.

Q: What is the scope of Nestle juices world wide


Nestle juices caters 4 markets
America
Pakistan
Thailand
Malaysia
Nestle has no international expertise on all the products that it caters. There is no global research
being conducted on brand essence and brand positioning. Most of the researches have been
conducted in Pakistan.

Q: Have you looked into the issue of increasing the size of 200ml pack to 250ml?
We ordered the machinery to increase the content of 200ml pack to 250 ml but it did not work
out because the price per juice increased from Rs. 18 to Rs. 25. This would have an impact on
the sales of juices.
Another reason for not increasing the packaging was that the small packaging is for trial
generation.

INTERVIEW # 2
NAME: MUHAMMAD SHAFIQUE
DESIGNATION: PURCHASE MANAGER
DATE: 28 -08-08
LOCATION: AL FATAH
Mr. Shafique Ahmed is the purchase manager at Al Fatah .He is responsible for all the purchases
for Al Fatah. The main reason for interviewing Mr. Shafique was to have an idea about Customer
feedback, its shelf placement, price, Quality, its supply and demand etc.

FINDINGS OF INTERVIEW CONDUCTED AT AL FATAH


Nestle was the most preferred brands among the customers and according to them their highest
sales are from nestle products weather its juices, water or yogurt. Most preferred Nestle juice is
orange by the customers .They have placed Nestle Orange Juice in the front shelf, and company

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pays them for placing them on the front shelf. They have a positive feedback from customers on
the price, its quality, and taste. But they had a major problem with the supply in the past as
supply was not sufficient to meet demand.
Demand has always exceeded for nestle orange juice but Al Fateh has not faced any situation
when they have no supply to meet the demand of Nestle juices. Also, some regular customers
have also started complaining that the Nestle Orange Juice is getting bitterer than it previously
was.
According to the interviewers the company was not in a position to meet its rising demand in
past and they always had issues with their distributors such as DEANS BROTHERS. Customers
have complaint regarding the non availability of Nestle Orange Juice, and in case when there is
shortage of Nestle orange juice consumers go for others brands.
1000 ml nestle orange juice is mostly demanded by customers. Presently they stock 70 cartons
for 1 week but in past they used to have 60 cartons. Overall in the last year the company did not
focus on the sales of Nestle orange juice.

INTERVIEW # 3
NAME: TARIQ WASEEM
DESIGNATION: FLOOR MANAGER
DATE: 28 -08-08
LOCATION: HAJI KARIM BAKSH (HKB) DHA
Mr. Tariq Waseem manages the entire grocery section of HKB. He briefed us on the shelf
placement, customer feedback and sales at HKB last year as compared to now. He also gave us
an insight of the consumption patterns of buyers of Nestle Orange juice.

FINDINGS OF INTERVIEW CONDUCTED AT HKB


Results were almost identical for HKB and they also confirmed that supply was not sufficient to
meet demand .Overall the demand of Nestle orange juice was the highest .Currently the problems
related to supply have decreased. The customer feedback on quality, taste and price of Nestle
Orange juice was positive. However, they said customers often talk about Nestle Orange Juice
being bitterer.

INTERVIEW # 4
NAME: AZFAR ALI
DESIGNATION: MANAGER SUPPLY CHAIN
DATE: 28 -08-08

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LOCATION: METRO
Mr. Azfar Ali is responsible for entire supply chain at METRO He gave us an idea on the current
and past situation of supply chain of orange juices at Metro.

FINDINGS OF INTERVIEW CONDUCTED AT METRO


Metro is primarily a wholesale market. They also articulated supply shortages as the main
problem in past and this problem has decreased now.

INTERVIEW # 5
Interview was done with many small retailers in different locations of Lahore to have an idea of
their experience of Nestle orange juice.

FINDINGS OF INTERVIEW CONDUCTED AT SMALL RETAILERS


According to the small retailers Nestle is the most preferred brand and they have no issues
regarding price and quality of Nestle orange juice. The demand of 200 ml Nestle orange juice is
the highest. Supply remained a problem in past but now they said its almost ok.
One of the most interesting facts that we have found was that Nestle juices were placed mostly in
the back shelfs in small stores. The retailers didnt understand the fact that highest demanded
should be placed in front.

SUMMARY
The results of the interview conducted helped us build a relationship between the research
objectives previously mentioned which includes:
To collect behavioral data regarding, consumer shopping preferences about Nestle juices.
o To determine consumer awareness about the product
o To analyze the process of distribution of Nestle juices and its availability in the
market.
To analyze whether the Nestle orange juice has been given appropriate shelves space to
attract the consumers and create thrush in them.
To judge whether Nestle Orange Juice delivers the right value of money.

INTERVIEW # 6
NAME: RAFIA KHAN

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DESIGNATION: FINANCIAL ANALYST


EXPERIENCE: 2 1/2
DATE: 28 -08-08
LOCATION: NESTLE

FINDINGS OF INTERVIEW CONDUCTED AT NESTLE


The information that we gathered showed that the sales growth in each country was calculated
distributor wise. In Lahore there are 5 distributors of Nestle juices. The distribution to the
distributors is based on the type of flavors that they want to keep in their stores.
In Lahore the largest sales are made in Defense. A sales report is prepared by the sales
department on retailing and invoicing that is used to calculate the total sales growth over the last
year.
This showed us that how the distribution channel is working. Defence is the major sales
generating area and they should focus on improving it.

LITERATURE SEARCH
For our project Literature search is one of the key exploratory studies that we conducted, in fact
literature search was the very initial study that we began our project with. The website that
turned out to be most helpful as far as gathering information of Nestle was concerned was
www.nestle.com.pk

FINANCIAL PERFORMANCE (DEC03-DEC07):


FY07 was a good year for NPL as its top line reached a new landmark of PKR 28 billion
following an excellent growth of 28% compared to FY06. Primary contribution came from its
pillar product categories, milks, baby food and juices. Fresh milk volume grew by 29% over the
same period last year; however, this was still not sufficient to meet production requirements for
the year.
The increasing sales trend (CAGR of 28% during FY03-FY07) is primarily attributed to
continued focus on sales and marketing efforts, innovative strategies and a sound distribution
network.
This robust growth in sales translated into a solid increasing operating profit of Rs 3.53 billion,
an increase of 33%. However, this primarily relates to higher fixed cost absorption from
inventory that led to lower profitability in FY'06. In addition, efforts in 2007 include a favorable
movement in sales mix and rigorous fixed cost control.
The literature search helped us in gathering data regarding the competitors. On the web we found
out who are the competitors of nestle in its juices line and more precisely in its orange juice.
Literature search revealed that a few of our major competitors are:

Shezan All pure

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Haleeb Good Day


Minute Maid

MINUTE MAID
One of the leading competitors of Nestle juice is Minute Maid launched by Coca Cola. Sales of
still beverages, such as Powerade and Minute Maid fruit juices, jumped 14 percent by volume,
far outpacing a four percent rise by sparkling beverages, such as Coke and Sprite.

HALEEB GOOD DAY


Haleeb Good Day offers 100% pure orange juices without any added sugar, flavors or
preservatives. Haleeb Good Day orange juice gives the consumers the absolute delight in taste,
and revitalizes them at the same time. It is packed in a 6-layered Tetra Pack Brick Aseptic
packaging.

SHEZAN ALL PURE


Shezan All Pure juices enrich our senses with the fresh taste of 100% pure orange juice. A sip of
All Pure helps our taste buds embark on a magical journey filled with the sweetest fruit
sensations.
The data that was found helpful regarding Shezan is as follows:

Food & Personal Care-Products: SHEZAN INTERNATIONAL LIMITED


OVERVIEW (July 14 2006): One is impressed by its record highest sales and profitability. The
company's shareholders must have rejoiced but its attractive profit distribution profile which has
driven its shares market value to unprecedented heights.

There are several milestones which the company attained. It crossed for the second consecutive
year the billion rupee mark in sales value. Its launches of branded products ie Shezan Twist Fruit
Punch," Shezan All pure have shaken the competition. Shezan became pioneer in the field of
converting fruits into pulps, concentrate and juices based on local fruits and supported by the
technology of its American partners.

The market value of the share of Shezan International is being quoted at Rs 192 per share which
is more than 19 times of the par value. During the last one year market value of the share
remained very high between Rs 152 and Rs 238 per share. During the year under review, the
company posted more than a billion rupees sales for the second consecutive year. The company
generated sales in the sum of Rs 1.368 billion as against Rs 1.097 billion in the preceding year
registering 24.8% growth.

The company made substantial investment in marketing promoting its extensive portfolio of

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brands which yielded good result in terms of higher sales. The bottle juice continued to perform
well, with its sales up 22% over the previous year. Other products in juice-related category
registered a robust growth following renewed promotional and marketing campaign.
During the year the company posted export sales at Rs 35.45 million as against Rs 37.73 million
in the preceding year. It is reported that exports remained under pressure due to volatile security
situation in its export markets and higher operational and shipping costs.

The company posted net profit after sales at Rs 103.24 million which is highest the in the
company's history. The leadership in the enterprise has formulated future strategy to improve
profitability by further improving sales volume and optimizing costs. Rising volume of sales will
be further spurred by continuing to provide customers with a variety of impeccable quality food
products which appeal to their changing preferences.

DATA COLLECTION
For collecting data, questionnaire was made; containing general question about the juice
preference and then asking questions related to Nestle Orange juice to know about the brand.
Two questionnaires were made to get them filled by consumers and retailers to get information
from both retailers and consumers to know about the variables affecting sales of Nestle Orange
Juice. Questionnaire has been attached in the appendix.

SURVEY METHODOLOGY
For the research under study sample size was as follows:
200 samples of consumers and
70 samples of retailer
Out of 200 samples of consumers only 178 were valid responses and others were discarded due
to their invalid responses. In the retailers only 59 were the valid responses which can be thought
as of taking a portion of the whole and studying that portion to make estimates about the whole.
Consumers selected in the sample were students of
Lahore school of economics
LUMS
Punjab university
Fast
Hailey college of banking and Finance
Households units, health conscious people of SEC A and SEC B filled in the questionnaire.
Retailers sampled in the study were located in different locations in Lahore and from big mart to
small commercial shop. The retailers questionnaire were administered so as to have right

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responses .This was due to the communication gap as most of the retailers were unable to read
English so it was to be administered.
Samples of consumers helped us in measuring attitude of people. Due to limited time sample size
was small but having rightly defined target market results would be representative of target
market.

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CONSUMER ANALYSIS
ANALYSIS OF RESPONSES TO GENERAL QUESTIONS
Few questions were asked in the questionnaire in both consumer and retailers questionnaire in
order to check the buying and consuming behavior of buyers and consumers. The analysis of
responses given to such questions is given in this section.

GENDER
Gender:

Cumulative
Frequency Percent Valid Percent Percent
Valid Male 84 47.2 47.2 47.2
Female 94 52.8 52.8 100.0
Total 178 100.0 100.0

We took equal male and female respondents for our analysis. However, we had to discard some
of the questionnaires which were incomplete and were not meeting our standards. So our final
analysis consisted of 53% female and 47% male respondents.

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Gender:

Male
Female

AGE
Age

Cumulative
Frequency Percent Valid Percent Percent
Valid Less than 15 1 .6 .6 .6
16-20 45 25.3 25.3 25.8
21-25 63 35.4 35.4 61.2
26-30 33 18.5 18.5 79.8
31-35 and above 36 20.2 20.2 100.0
Total 178 100.0 100.0

Our respondents were from different age groups including from 16 years to 35 years of age.
However according to our analysis we had 35% of respondents within age group of 21-25, 25%
from age group of 16-20.

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Marketing Research- Nestle Juices

A
g
e

41
Marketing Research- Nestle Juices

RESIDENTIAL AREA
Residential Area

Cumulative
Frequency Percent Valid Percent Percent
Valid Gulberg 22 12.4 12.4 12.4
Defence 66 37.1 37.1 49.4
Model town 18 10.1 10.1 59.6
Cantt 15 8.4 8.4 68.0
Valencia 2 1.1 1.1 69.1
Johar Town 2 1.1 1.1 70.2
Wapda town 3 1.7 1.7 71.9
others 22 12.4 12.4 84.3
canal view society 5 2.8 2.8 87.1
punjab society 2 1.1 1.1 88.2
cavalry ground 2 1.1 1.1 89.3
Allama Iqbal Town 7 3.9 3.9 93.3
hostel 1 .6 .6 93.8
askari housing society 4 2.2 2.2 96.1
mason road 1 .6 .6 96.6
GOR 3 1.7 1.7 98.3
Gulshan-e-ravi 2 1.1 1.1 99.4
muslim town 1 .6 .6 100.0
Total 178 100.0 100.0

According to the above graph we had respondents from major areas of Lahore. Our major chunk
of the respondents was from Defense which was around 37%. The second highest percentage
was from Gulberg and other town. The least respondents included in the sample were from
Valencia town, Johar Town, Punjab society, Cavalry ground and Gulshan-e-Ravi

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Marketing Research- Nestle Juices

R
e
s
id
e
n
tia
lA
re
a
INCOME BRACKET

Which income bracket you fall in

Cumulative
Frequency Percent Valid Percent Percent
Valid missing 12 6.7 6.7 6.7
Less than 15000 19 10.7 10.7 17.4
16000-25000 20 11.2 11.2 28.7
26000-35000 37 20.8 20.8 49.4
36000 and above 90 50.6 50.6 100.0
Total 178 100.0 100.0

Our target market included respondents from SEC A and SEC B. So our sample also included
around 50% of the respondents are from SEC A i.e. with income bracket of above Rs. 36ooo and
50 % from SEC B including respondents having income level below Rs. 36000.

43
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h
icn
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o
m
e
b
ra
Marketing Research- Nestle Juices

c
k
e
ty
o
u
fa
lin
DEGREE OF LIKING NESTLE JUICE
Degree of liking Nestle

Cumulative
Frequency Percent Valid Percent Percent
Valid like alot 97 54.5 54.5 54.5
like 70 39.3 39.3 93.8
neutral 10 5.6 5.6 99.4
dislike 1 .6 .6 100.0
Total 178 100.0 100.0

According to our analysis top of mind has always been Nestle Orange Juice. Around 54% of
respondents showed a favorable response and said that they like a lot. 39 % respondents said
that they like Nestle Orange Juice.

44
Marketing Research- Nestle Juices

According to this graph we conclude that our target market Does have a favorable response
towards Nestle Orange Juice. There was only a small percentage of respondents i.e. 0.6% of
respondents who said that they dislike orange juice.

WHAT FLAVOR DO YOU LIKE THE MOST


What flavor do you like the most

Cumulative
Frequency Percent Valid Percent Percent
Valid missing 2 1.1 1.1 1.1
Apple 35 19.7 19.7 20.8
Pineapple 17 9.6 9.6 30.3
Orange 56 31.5 31.5 61.8
Grapes 15 8.4 8.4 70.2
Guava 6 3.4 3.4 73.6
Mixed 10 5.6 5.6 79.2
mango 25 14.0 14.0 93.3
mango & orange 1 .6 .6 93.8
Chaounsa 2 1.1 1.1 94.9
Mango & chounsa 2 1.1 1.1 96.1
Pineapple & orange 7 3.9 3.9 100.0
Total 178 100.0 100.0

45
Marketing Research- Nestle Juices

Not just that our respondents liked Nestle Juices they also had great preferences towards Nestle
Orange Juice. Around 31% of our respondents were in favor of Nestle orange juice. And we got
$to know the reasons as well in our focus groups.

What flavor do you like the most

missing
Apple
Pineapple
Orange
Grapes
Guava
Mixed
mango
mango & orange
Chaounsa
Mango & chounsa
Pineapple & orange

PRICE
Price

Cumulative
Frequency Percent Valid Percent Percent
Valid missing 1 .6 .6 .6
Highly Satisfied 53 29.8 29.8 30.3
Satisfied 71 39.9 39.9 70.2
Neutral 26 14.6 14.6 84.8
Dissatisfied 23 12.9 12.9 97.8
Highly Disatisfied 4 2.2 2.2 100.0
Total 178 100.0 100.0

After knowing that high percentage of our respondents liked Nestle Orange Juice, we tried to
analyze their perceptions regarding different attributes of the different brands. Besides being the
highest priced brand 40% of the respondents were satisfied with its price. There was only a small
percentage i.e. 2.2% respondents which was highly dissatisfied with the price.

46
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Marketing Research- Nestle Juices

cy
un
6
0
P
ric
e
4
0
req
F
2
0
0m
isn
gH
PACKAGING
ig
h
ly
S
a
tis
fe
dS
a
tis
fe
dN
e
u
tra
lD
is
a
tis
fe
d
H
ig
h
ly
D
is
a
tfie
d P
ric
Packaging
e
Cumulative
Frequency Percent Valid Percent Percent
Valid missing 1 .6 .6 .6
Highly Satisfied 64 36.0 36.0 36.5
Satisfied 86 48.3 48.3 84.8
Neutral 16 9.0 9.0 93.8
Dissatisfied 8 4.5 4.5 98.3
Highly Disatisfied 3 1.7 1.7 100.0
Total 178 100.0 100.0

After analyzing the attributes regarding packaging we found pout 48% of the respondents are
satisfied with the packaging. Out of our approximately 200 respondents more than half of them
were towards being satisfied with the packaging.

47
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Marketing Research- Nestle Juices

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0
P
a
c
k
g
in
6
0
cy
un
req
4
0
F
2
0
0m
isn
QUALITY
gH
ig
h
ly
S
a
tis
fe
dS
a
tis
fe
dN
e
u
tra
lD
isa
tis
fe
dD
H
ig
s
ath
fly
e
d P
a
c
k
g
in
Quality

Cumulative
Frequency Percent Valid Percent Percent
Valid missing 2 1.1 1.1 1.1
Highly Satisfied 93 52.2 52.2 53.4
Satisfied 67 37.6 37.6 91.0
Neutral 11 6.2 6.2 97.2
Dissatisfied 2 1.1 1.1 98.3
Highly Disatisfied 2 1.1 1.1 99.4
21.00 1 .6 .6 100.0
Total 178 100.0 100.0

As per this attribute, 52% of respondents were highly satisfied with the quality of Orange Juice.
As with other attributes, this attribute also had high percentage of respondents being more
satisfied with the quality of Nestle Orange juice.

48
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Marketing Research- Nestle Juices

8
0
Q
u
a
lity
6
0
y
n
c
u
q
4
0
F
re
2
0
TASTE
0m
isn
gS
H
tig
a sh
fle
ydS
a
tisfe
dN
e
u
tra
lD
isa
tisfe
dD
sH
ig
ath
flye
d2
1
.0
Frequency
Q
u
a
lity
Taste

Percent Valid Percent


Cumulative
Percent
Valid missing 1 .6 .6 .6
Highly Satisfied 92 51.7 51.7 52.2
Satisfied 62 34.8 34.8 87.1
Neutral 14 7.9 7.9 94.9
Dissatisfied 5 2.8 2.8 97.8
Highly Disatisfied 4 2.2 2.2 100.0
Total 178 100.0 100.0

According to this graph also, there was a huge percentage that is 51% which is more than a half
who were highly satisfied with the taste of Nestle Orange Juice. In this case also there were more
responses towards being satisfied.

49
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Marketing Research- Nestle Juices

8
0
T
a
s
te
6
0
y
n
c
u
q
4
0
F
re
2
0
0m
isn
gH
ig
h
lyS
a
tisfe
SUGAR CONTENT
dS
a
tisfe
dN
e
u
tra
lD
isa
tisfe
dD
sH
ig
ath
flye
d T
a
s
te
Sugar free

Cumulative
Frequency Percent Valid Percent Percent
Valid missing 1 .6 .6 .6
Highly Satisfied 51 28.7 28.7 29.2
Satisfied 58 32.6 32.6 61.8
Neutral 50 28.1 28.1 89.9
Dissatisfied 16 9.0 9.0 98.9
Highly Disatisfied 2 1.1 1.1 100.0
Total 178 100.0 100.0

When we talked to the respondents that whether they are satisfied with Nestle Orange Juice
being sugar free,32% of respondents were satisfied with Nestle Orange Juice being Sugar free.

50
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Marketing Research- Nestle Juices

5
0
S
u
g
a
rfe
4
0
y
n
c
3
0
Fu
q
re
2
0
1
0
0m
isn
gH
ig
h
lyS
ADVERTISMENT
a
tisfetisfS
dS
a u
g
a
rfe
e
d N
e
u
t
r
a
lDi
s
a
t
is
f
e
dH
i
g
h
l
yD
i
s
a
tf
i
e
d Fruit content

Cumulative
Frequency Percent Valid Percent Percent
Valid missing 2 1.1 1.1 1.1
Highly Satisfied 54 30.3 30.3 31.5
Satisfied 84 47.2 47.2 78.7
Neutral 30 16.9 16.9 95.5
Dissatisfied 6 3.4 3.4 98.9
Highly Disatisfied 2 1.1 1.1 100.0
Total 178 100.0 100.0

Talking to the respondents about Nestle Orange Juice regarding its Fruit Contents Attribute,
again we received a favorable response that and found out that 47% of the respondents were
satisfied with the fruit contents additions in Nestle Orange Juice.

51
1
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Marketing Research- Nestle Juices

8
0
F
ru
itc
o
n
te
6
0
y
n
c
u
q
4
0
F
re
2
0
0m
isn
gH
ig
h
lyS
a
tisfe
dS
a
tisfe
dN
e
u
tra
APPEALING ADVERTISEMENT

Valid
lD
isa
missing
tisfe
dD
sH
ig
ath
flye
d F
ru
itc
o
n
te
Appealing Advertisment

Frequency
7
Percent
3.9
Valid Percent
3.9
Cumulative
Percent
3.9
Highly Satisfied 51 28.7 28.7 32.6
Satisfied 57 32.0 32.0 64.6
Neutral 52 29.2 29.2 93.8
Dissatisfied 8 4.5 4.5 98.3
Highly Disatisfied 3 1.7 1.7 100.0
Total 178 100.0 100.0

To know the fact that how much does appealing advertisements affect the intensions of
respondents to purchase Nestle Orange Juice, and to know their degree of satisfaction level
regarding advertisements of Nestle Orange Juice we found out that 32% of the respondents were
satisfied with the advertisements of Nestle Orange Juice.

52
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0 A
p
e
a
l
i
n
g
A
dv
e
r
t
i
sm
e
n
t
Marketing Research- Nestle Juices

5
0
4
0
y
n
c
3
0
Fu
q
re
2
0
1
0
0m
isn
gH
ig
h
lyS
a tA
ip
tisfe
dS
aa
fe
lin
seg
A
d
v
e
rtis
d
Neum
e
n
t
r
a
lt
Di
s
a
t
is
f
e
dH
i
g
h
l
yD
i
s
a
tf
i
e
d
FREQUENCY OF CONSUMING NESTLE ORANGE JUICE
How often do you drink Nestle orange juice

Cumulative
Frequency Percent Valid Percent Percent
Valid missing 1 .6 .6 .6
Daily 77 43.3 43.3 43.8
Weekly 44 24.7 24.7 68.5
Occasionally 45 25.3 25.3 93.8
Not Applicable 11 6.2 6.2 100.0
Total 178 100.0 100.0

According to our analysis, to know the consumption behavior pattern of the respondents we
asked them how often do they drink nestle Orange Juice. We found out that a high percentage of
respondents i.e. 43% drink Nestle orange Juice on daily basis. Students normally purchase Nestle
Orange Juice from their cafeterias. And others normally used to purchased it from small town
shops or where ever accessible.

53
y
n
c 8
0
6
0
Ho
w
f
t
e
n
d
oy
u
d
r
in
k
N
e
s
t
l
or
a
n
g
e
j
ui
c
e
Marketing Research- Nestle Juices

4
0
Fu
q
re
2
0 gH
0m
isn fte
io
lw
Dan
d
o
yu
yd
rin
W k
N
e
e
k
l
ys
tlo
PURCHASE OF JUICES
ra
On
g
e
ju
c
a
s
i
o
n
aic
l
ye
No
t
A
p
l
i
ca
b
l
e
W he re do you purchase juice from

Cumulative
Frequency Percent Valid Percent Percent
Valid missing 1 .6 .6 .6
Small Twon Shops 29 16.3 16.3 16.9
Departmental Stores 78 43.8 43.8 60.7
other 12 6.7 6.7 67.4
both 32 18.0 18.0 85.4
University 15 8.4 8.4 93.8
Not Applicable 9 5.1 5.1 98.9
School 2 1.1 1.1 100.0
Total 178 100.0 100.0

54
y
n
c
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h
e
r
d
o
y
up
r
c
h
as
e
j
u
i
c
e
fr
o
m
Marketing Research- Nestle Juices

8
To know the purchasing behavior we asked the respondents where they do their Nestle Orange
Juice purchases and we found out that major Nestle Orange juice purchases are done from
departmental stores.

6
0
4
0
Fu
q
re
2
0 rW
th
te
lr
0m
isn
gS
m
a
lT
hw
so
pnD
ep
a
Sm
oo
e
n
a
syu
td
o
Valid
p
rc
h
e
rh
a
s
b
o
t
he
ju
ic
e
fro
U
n
i
v
erm
s
i
t
yN
o
tA
p
l
i
c
a
b
le
missing
S
c
h
o
l
FREQUESCY OF CONSUMING ON DAILY BASIS
How many times in a day do you take Nestle orange juice

Frequency
29
Percent
16.3
Valid Percent
16.3
Cumulative
Percent
16.3
Not Applicable 35 19.7 19.7 36.0
one time 62 34.8 34.8 70.8
two times 36 20.2 20.2 91.0
three time 10 5.6 5.6 96.6
oftenly 6 3.4 3.4 100.0
Total 178 100.0 100.0

55
H
o
w
m
an
y
t
i
m
e
s
in
a
dy
d
o
y
u
t
a
ke
N
s
t
l
e
o
r
an
g
e
j
ui
c
e
Marketing Research- Nestle Juices

Upon asking the respondents that how many times a day do they take Nestle Orange juice. We
extracted surprising results and came to know that 34% of respondents take Nestle Orange Juice
at least once a day.

6
0
4
0
Frequncy
2
0
0mH
o
w
m
is
n
ga
tn
N
oy
tliicm
A
p e
a
bs
in
lea
d
o
n
e y
d
o
y
tu
tim
eta
w
o k
e
N
s
tle
tim
e
s ro
thra
e n
g
e
ju
tim
eic
e
o
fte
n
ly
CHOICE OF BARAND IF NESTLE ORANGE JUICE IS NOT AVAILABLE
If Nestle orange juice is not available w hich other brand do you prefer

Cumulative
Frequency Percent Valid Percent Percent
Valid missing 4 2.2 2.2 2.2
Shezan 60 33.7 33.7 36.0
minute main 79 44.4 44.4 80.3
haleeb 4 2.2 2.2 82.6
Country 12 6.7 6.7 89.3
Others 6 3.4 3.4 92.7
Not Applicable 11 6.2 6.2 98.9
mali 1 .6 .6 99.4
Lacnor, mali 1 .6 .6 100.0
Total 178 100.0 100.0

56
I8600fN
e
s
tlo
ra
n
g
e
ju
ic
e
s
n
o
ta
v
ila
b
e
w
h
ic
o
th
e
rb
a
n
d
o
y
up
re
f
Marketing Research- Nestle Juices

To know the brand loyalty of nestle Orange juice, we asked our respondents that if the Nestle
Orange Juice is not available which brand they prefer. We came to know that 44 % of the
respondents would go for minute maid if Nestle Orange Juice is not available. 33% of the
respondents said they would prefer Shezan.
cy
n
4
0
u
req
F
2
0
0Ifm
iN
e
s
tlo
s
n
g ra
S
hn
g
e
ju
e
z
a
nic
m
ie
s
n
n
u
t
e
ao
ta
h
a
l
ev
ila
b b
e
w
h
C
o
u
n
t
r
yic
o
th
O
t
h
e
r
se
rb
A
pa
n
N
o
t
l
i
c
a
b
ld
eo
y
u
m
a
l
ip
re
L
af
c
n
o
r
,
m
l
i
LATEST ADD OF NESTLE ORANGE JUICE
Have you seen the latest ad of Nestle Orange Juice

Frequency Percent Valid Percent


Cumulative
Percent
Valid Missing 2 1.1 1.1 1.1
Yes 7 3.9 3.9 5.1
No 64 36.0 36.0 41.0
Not applicable 105 59.0 59.0 100.0
Total 178 100.0 100.0

To check the awareness level, we asked our respondents if they had seen the latest advertisement
of the Nestle Orange Juice. Besides Nestle Orange Juice being the most preferred brand and on
top of mind list, our analysis revealed surprising results. We came to know that 36% that is
almost a major chunk of our respondents have not seen the latest advertisement.

57
1
2
0H
a
v
ey
o
u
s
e
n
t
h
el
a
t
e
sa
d
o
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e
s
t
l
O
r
an
g
e
J
ui
c
e
Marketing Research- Nestle Juices

1
08
0
y
n
c
6
0
Fu
q
re
4
0
2
0isH
0M a
v
e
y
o
u
n
g
CONCLUSION
s
e
n
th
e
la
Y
e
ste
sa
d
o
fN
e
s
tlO
Nora
n
g
e
J
u
ic
Ne
o
t
a
p
l
i
ca
b
l
e
As per our analysis we found out that when talking if juices consumers want Orange juice, not
just any juice Nestl orange Juice. However the top of mind choice of any consumer is Nestle
Orange Juice, still more than 50% of the consumers are unaware of the latest advertisements, we
conclude that that we need to keep on reminding the consumer of anything that is in the market
otherwise consumers forget. Lack of appropriate promotion is also one of the factor that may be
attributing to declining sales of Nestle Orange Juice.

58
Marketing Research- Nestle Juices

CROSS TABS
EFFECT OF INCOME ON CONSUMPTION OF JUICE

To check whether income has any affect on the consumption of juice. By using the data obtained
from questionnaire a cross tab was made to see the relationship between consumption and
income. From the results of this question we can conclude of the hypothesis, stated as:
Hypothesis 1:
Household income has significant impact on the consumption of Juices.

Do you drink juice Total


Yes No
Which Missing Count 12 0 12
income
bracket % within Which income
100.0% .0% 100.0%
you fall bracket you fall in
in Less than 15000 Count 19 0 19
% within Which income
100.0% .0% 100.0%
bracket you fall in
16000-25000 Count 18 2 20
% within Which income
90.0% 10.0% 100.0%
bracket you fall in
26000-35000 Count 37 0 37
% within Which income
100.0% .0% 100.0%
bracket you fall in
36000 and above Count 89 1 90
% within Which income
98.9% 1.1% 100.0%
bracket you fall in
Total Count 175 3 178
% within Which income
98.3% 1.7% 100.0%
bracket you fall in

Analysis
From the above cross tab we can see that out of 178 respondents, there were only 12
questionnaires in which the respondent did not attempt this question. The rest of 166 respondents
did express their opinion. 98.9% of the people who lie in the income bracket of 36000 and above
do drink juice. 19 respondents out of 178 who lie in the income bracket of less than 15000
consume juice. 18 out of 178 who lie in the in the income bracket of 16000 to 25000 consume
juice and 37 out of 178 who lie in the income bracket of 26000 to 35000 consume juices. The
table shows that there are only 3 respondents who do not consume juice, the rest of 75
respondents consume juices

59
Marketing Research- Nestle Juices

Therefore from this table we can conclude that the consumption of juice depends upon the
income bracket in which the individual lies.

Results
This finding supports our Hypothesis and we accept that income has significant impact on the
consumption of juices.

EFFECT OF GENDER ON DEGREE OF LIKING NESTLE ORANGE JUICE

To check whether gender has any impact on the degree of liking of Nestle orange juice. In the
questionnaire the questions were asked regarding the degree of liking of Nestle orange juice. By
using the data obtained from questionnaire a cross tab was made to see the relationship between
gender and degree of liking of Nestle Orange juice. From the results of this questionnaire the
following hypothesis was concluded:

Hypothesis 2:
A significant relationship exists between gender and degree of liking of Nestle Orange Juice

Degree of liking Nestle Orange Juice Total


like alot Like Neutral dislike
Gender Male Count 46 33 5 0 84
% within Gender 54.8% 39.3% 6.0% .0% 100.0%
Female Count 51 37 5 1 94
% within Gender 54.3% 39.4% 5.3% 1.1% 100.0%
Total Count 97 70 10 1 178
% within Gender 54.5% 39.3% 5.6% .6% 100.0%

Analysis
From the above cross tab between gender and degree of liking of Nestle orange juice we can see
that out of 178 there were 84 male respondents and 94 female respondents who were included in
the sampling frame. Out of 84 male respondents 54.8% like Nestle Orange juice a lot and 33.9%
only like Nestle orange juice. The table shows that there were no male respondents who dislike
Nestle Orange juice. Out of 94 female respondents 54.3% of the respondents like Nestle Orange
juice a lot, 39.4% of the female respondents like the taste of Nestle Orange juice and only 1.1%
that is there was only one female respondent who said that she did not like Nestle Orange juice.
Therefore from this table we cannot fully conclude that gender has significant affect on the
degree of liking of Nestle orange juice.

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Marketing Research- Nestle Juices

Results
The findings from the cross tab does not fully support the hypothesis that gender has significant
impact on the degree of liking of Nestle Orange juice

EFFECT OF AGE ON CONSUMPTION OF NESTLE ORANGE JUICE


To check whether age has any impact on the consumption of Nestle orange juice. In the
questionnaire the questions were asked regarding the age bracket in which the respondent falls
and does the respondent consume Nestle orange juice. By using the data obtained from
questionnaire a cross tab was made to see the relationship between age and consumption of
Nestle Orange juice. From the results of this questionnaire the following hypothesis was
concluded:

Hypothesis 3:
A significant relationship exists between age and consumption of Nestle Orange Juice

How often do you drink Nestle orange juice Total


Not
missing Daily Weekly Occasionally Applicable Missing
Age Less than 15 Count 0 1 0 0 0 1
% within
.0% 100.0% .0% .0% .0% 100.0%
Age
16-20 Count 0 21 10 12 2 45

% within
.0% 46.7% 22.2% 26.7% 4.4% 100.0%
Age
21-25 Count 0 25 19 12 7 63

% within
.0% 39.7% 30.2% 19.0% 11.1% 100.0%
Age
26-30 Count 0 13 7 13 0 33

% within
.0% 39.4% 21.2% 39.4% .0% 100.0%
Age
31 and above Count 1 17 8 8 2 36

% within
2.8% 47.2% 22.2% 22.2% 5.6% 100.0%
Age
Total Count 1 77 44 45 11 178
% within
.6% 43.3% 24.7% 25.3% 6.2% 100.0%
Age

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Analysis
From the above cross tab between age and consumption of Nestle orange juice we can see that
out of 178 there was only one respondent who did not respond to this question. Out of a total of
36 respondents who fall in the age bracket of 31 and above 47.2% of the respondents said that
they consume Nestle Orange juice on a daily basis, 22.2% stated that consume Nestle Orange
juice on a weekly basis and 22.2% stated that consume Nestle Orange juice occasionally.
Out of 33 respondents who fall in the age bracket of 26-30, 39.4% stated that they consume
Nestle orange juice on a daily basis, 21.2% said that they consume Nestle orange juice on weekly
basis and 39.4% said that they consume Nestle orange juice on occasional basis.
Out of 63 respondents who fall in the age bracket of 21-25, 39.7% stated that they consume
Nestle orange juice on a daily basis, 30.2% said that they consume Nestle orange juice on weekly
basis and 19% said that they consume Nestle orange juice on occasional basis.
Out of 45 respondents who fall in the age bracket of 16-20, 46.7% stated that they consume
Nestle orange juice on a daily basis, 22.2% said that they consume Nestle orange juice on weekly
basis and 26.7% said that they consume Nestle orange juice on occasional basis.
There was only one respondent in the age bracket of less than 15 who consumed Nestle Orange
juice but that too on occasional basis.

Therefore from this table we cannot fully conclude that Age has significant affect on the
consumption of Nestle orange juice because the target market for Nestle orange juice is between
19 and 31. Our findings also confirm that most of the respondents consuming Nestle Orange
juice lie in this age bracket.

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Results
The findings from the cross tab fully supports our hypothesis that age has significant impact on
the consumption of Nestle Orange juice.

EFFECT OF TASTE ON CONSUMPTION OF NESTLE ORANGE JUICE


To check whether taste has any affect on the consumption of Nestle orange juice. In the
questionnaire the question was asked, if the consumers like the taste of Nestle orange juice or
not. By using the data obtained from questionnaire a cross tab was made to see the relationship
between consumption and taste. From the results of this question we can conclude of the
hypothesis, stated as:

Hypothesis 4:
Significant relationship exists between the Taste of Nestle Orange Juice and consumption of
Nestle Orange Juice.

How often do you drink Nestle orange juice Total


TASTE OF NESTLE ORANGE JUICE
Not
Missing Daily Weekly Occasionally Applicable Missing
Missing Count 1 1 0 0 0 2
% within What do you
think about the taste of 50.0% 50.0% .0% .0% .0% 100.0%
Nestle orange juice
Very good Count 0 40 20 8 0 68

% within What do you


think about the taste of .0% 58.8% 29.4% 11.8% .0% 100.0%
Nestle orange juice
Good Count 0 25 21 21 1 68

% within What do you


think about the taste of .0% 36.8% 30.9% 30.9% 1.5% 100.0%
Nestle orange juice
Neutral Count 0 5 3 5 1 14

% within What do you


think about the taste of .0% 35.7% 21.4% 35.7% 7.1% 100.0%
Nestle orange juice
Bad Count 0 4 0 5 0 9

% within What do you


think about the taste of .0% 44.4% .0% 55.6% .0% 100.0%
Nestle orange juice
Very Bad Count 0 2 0 6 2 10

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% within What do you


think about the taste of .0% 20.0% .0% 60.0% 20.0% 100.0%
Nestle orange juice
Not Count
0 0 0 0 7 7
applicable
% within What do you
think about the taste of .0% .0% .0% .0% 100.0% 100.0%
Nestle orange juice
Total Count 1 77 44 45 11 178
% within What do you
think about the taste of .6% 43.3% 24.7% 25.3% 6.2% 100.0%
Nestle orange juice

Analysis
From the above cross tab we can see that out of 178 respondents, there were only two
questionnaires in which the respondent did not attempt. In the rest of 177 questionnaires the
respondents did express their opinion. Out of 68 respondents who believe that the taste of Nestle
orange juice is very good 58.8% respondents consumed Nestle orange juice on a daily basis,
24.4% on a weekly basis and 11.8 % consumed Nestle orange juice on occasional basis.
Out of 68 respondents who believe that the taste of Nestle orange juice is good 36.8%
respondents consumed Nestle orange juice on a daily basis, 30.9% on a weekly basis and 30.9 %
consumed Nestle orange juice on occasional basis.
Out of 9 respondents who believe that the taste of Nestle orange juice is bad 44.4% (4
respondents) respondents consumed Nestle orange juice on a daily basis and 55.6 % (5
respondents) consumed Nestle orange juice on occasional basis.
Out of 10 respondents who believe that the taste of Nestle orange juice is very bad 20%
respondents consumed Nestle orange juice on a daily basis, 24.4% on a weekly basis and 60 %
consumed Nestle orange juice on occasional basis.
There were a total of 7 respondents for whom this question was not applicable.

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Therefore from this table we can conclude that the consumption of Nestle Orange juice depends
upon taste of Nestle orange juice as most of the people do like the taste of Nestle orange juice

Results
This finding supports our Hypothesis and we accept that taste has significant impact on the
consumption of Nestle Orange juice.

EFFECT OF PRICE ON CONSUMPTION OF NESTLE ORANGE JUICE


To check whether price has any affect on the consumption of Nestle orange juice. In the
questionnaire the question was asked, if the consumers were satisfied with the price Nestle
orange juice or not. By using the data obtained from questionnaire a cross tab was made to see
the relationship between price if Nestle Orange juice and consumption of Nestle Orange juice.
From the results of this question we can conclude of the hypothesis, stated as:

Hypothesis 5:
Significant relationship exists between the Price of Nestle Orange Juice and consumption of
Nestle Orange Juice.

Consumption of Nestle orange juice Total


Not
Missing Daily Weekly Occasionally Applicable missing
Price Missing Count 0 0 0 1 0 1
% within Price .0% .0% .0% 100.0% .0% 100.0%

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Very Important Count 0 33 16 3 1 53

% within Price .0% 62.3% 30.2% 5.7% 1.9% 100.0%

Important Count 0 30 18 18 5 71

% within Price .0% 42.3% 25.4% 25.4% 7.0% 100.0%

Neutral Count 0 7 2 14 3 26

% within Price .0% 26.9% 7.7% 53.8% 11.5% 100.0%

Not Important Count 1 6 8 6 2 23

% within Price 4.3% 26.1% 34.8% 26.1% 8.7% 100.0%

Not At All Count


0 1 0 3 0 4
Important
% within Price .0% 25.0% .0% 75.0% .0% 100.0%

Total Count 1 77 44 45 11 178


% within Price .6% 43.3% 24.7% 25.3% 6.2% 100.0%

Analysis
From the above cross tab we can see that out of 178 respondents, there were 12 questionnaires in
which the respondent did not attempt this question. Out of 53 respondents 62.3% who consume
Nestle orange juice on a daily basis considered price as very important factor while purchasing
Nestle Orange juice. Out of 71 respondents 42.3% who consume Nestle orange juice on a daily
basis considered price as an important factor while purchasing Nestle Orange juice. Out of 27
respondents who consume Nestle orange juice 26.1% respondents considered price not an
important factor while purchasing Nestle orange juice.

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Therefore from this table we can conclude that price was an important factor that was considered
while consuming Nestle Orange juice.

Results
This finding supports our Hypothesis and we accept that price has significant impact on the
consumption of Nestle Orange juice.

EFFECT OF ADVERTISEMENT ON CONSUMPTION OF NESTLE


ORANGE JUICE
To check whether advertisements have any affect on the consumption of Nestle orange juice. In
the questionnaire the question was asked, if the consumers were satisfied with the advertising of
Nestle orange juice or not. By using the data obtained from questionnaire a cross tab was made
to see the relationship between advertising and consumption of Nestle Orange juice. From the
results of this question we can conclude of the hypothesis, stated as:

Hypothesis 6:
Significant relationship exists between the Appealing Advertisement of Nestle Orange Juice and
consumption of Nestle Orange Juice.

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Consumption of Nestle orange juice Total


Not
missing Daily Weekly Occasionally Applicable
Appealing Missing Count
0 2 1 0 0 3
Advertisement
% within Appealing
Advertisement .0% 66.7% 33.3% .0% .0% 100.0%
Very important Count 0 36 10 12 4 62
% within Appealing
Advertisement .0% 58.1% 16.1% 19.4% 6.5% 100.0%
Important Count 0 19 15 14 0 48
% within Appealing
Advertisement .0% 39.6% 31.3% 29.2% .0% 100.0%
Neutral Count 1 14 16 15 5 51
% within Appealing
Advertisement 2.0% 27.5% 31.4% 29.4% 9.8% 100.0%
Unimportant Count 0 2 2 3 0 7
% within Appealing
Advertisement .0% 28.6% 28.6% 42.9% .0% 100.0%
Very unimportant Count 0 4 0 1 2 7
% within Appealing
Advertisement .0% 57.1% .0% 14.3% 28.6% 100.0%
Total Count 1 77 44 45 11 178
% within Appealing
Advertisement .6% 43.3% 24.7% 25.3% 6.2% 100.0%

Analysis
From the above cross tab we can see that out of 178 respondents, there were 12 questionnaires in
which the respondent did not attempt this question. The table shows that 58.1% of respondents
who consume Nestle Orange Juice on a daily basis feel that appealing advertisement is very
important, 39.6% feel that appealing advertisement is important, 28.6% feel that appealing
advertisement is not at all important.
Those consumers who consume Nestle Orange juice on a weekly basis 16.1% feel that appealing
advertisement is very important, 31.3 percent feel that appealing advertisement is important and
28.6% feel that appealing advertisement is not important for consumption of Nestle orange juice.

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Therefore from this table we can conclude that Appealing advertisement was an important factor
considered while consuming Nestle Orange juice.

Results
This finding supports our Hypothesis and we accept that appealing advertisement has significant
impact on the consumption of Nestle Orange juice.

EFFECT OF LIKING NESTLE JUICE ON LIKING NESTLE ORANGE


JUICE
To check whether the degree of liking Nestle Juice have any impact on the degree of liking
Nestle Orange Juice. In the questionnaire the question was asked, to the consumers Nestle juices
and the degree to which they liked orange flavor. By using the data obtained from questionnaire
a cross tab was made to see the relationship between degree of liking nestle juice to degree of
liking Nestle orange juice. From the results of this question we can conclude of the hypothesis,
stated as:

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Hypothesis 7:
Degree of liking Nestle juice has any impact on the degree of liking Nestle orange juice.

Degree of liking Orange Total


like alot like neutral dislike dislike alot like alot
Degree of like alot Count 49 26 14 5 3 97
liking Nestle % within Degree of
Juice liking Nestle Juice 50.5% 26.8% 14.4% 5.2% 3.1% 100.0%
Like Count 22 37 3 3 5 70
% within Degree of
liking Nestle Juice 31.4% 52.9% 4.3% 4.3% 7.1% 100.0%
Neutral Count 6 2 0 1 1 10
% within Degree of
liking Nestle Juice 60.0% 20.0% .0% 10.0% 10.0% 100.0%
Dislike Count 0 0 0 1 0 1
% within Degree of
liking Nestle Juice .0% .0% .0% 100% .0% 100.0%
Total Count 77 66 17 9 9 178
% within Degree of
liking Nestle Juice 43.3% 37.1% 9.6% 5.1% 5.1% 100.0%

Analysis
From the above cross tab we can see that out of 178 respondents attempted this question. The
table shows that 50.5% of respondents who like Nestle Juice to a large extent also like a lot the
orange flavor of Nestle juice. 26.8% of respondents who like Nestle Juice to a large extent also
like the orange flavor of Nestle juice. Only 3.1% of respondents who like Nestle Juice to a large
extent also dislike the orange flavor of Nestle juice.
31.4% of respondents who like Nestle Juice also like a lot the orange flavor of Nestle juice.
52.9% of respondents who like Nestle Juice also like the orange flavor of Nestle juice. 4.3% of
respondents who like Nestle Juice also dislike like the orange flavor of Nestle juice.
There was only one respondent who disliked Nestle Juices and also disliked the orange flavor of
Nestle juices.

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Therefore from this table we can conclude that those people who like Nestle juices also like
Nestle Orange juices as well.

Results
This finding supports our Hypothesis and we accept that degree of liking Nestle juices has
significant impact on the degree of liking Nestle Orange juice.

EFFECT OF TASTE ON DEGREE OF LIKING SHEZAN


To check whether the taste any impact on the degree of liking Shezan Orange Juice. In the
questionnaire the question was asked, regarding the taste of Shezan and degree of likeness for
Shezan. By using the data obtained from questionnaire a cross tab was made to see the
relationship between taste and degree of liking Shezan. From the results of this question we can
conclude of the hypothesis, stated as:

Hypothesis 8:
A significant relationship exists between Taste and Degree of liking Shezan juice.

degree of liking Shezan Total

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missing like alot like neutral dislike dislike a lot missing


Taste Missing Count 0 1 0 1 1 0 3
% within Taste .0% 33.3% .0% 33.3% 33.3% .0% 100.0%
Highly Satisfied Count 0 13 18 3 0 0 34
% within Taste .0% 38.2% 52.9% 8.8% .0% .0% 100.0%
Satisfied Count 1 10 26 22 2 0 61
% within Taste 1.6% 16.4% 42.6% 36.1% 3.3% .0% 100.0%
Neutral Count 3 1 16 20 6 3 49
% within Taste 6.1% 2.0% 32.7% 40.8% 12.2% 6.1% 100.0%
Dissatisfied Count 0 1 4 7 6 4 22
% within Taste .0% 4.5% 18.2% 31.8% 27.3% 18.2% 100.0%
Highly Dissatisfied Count 0 0 3 1 3 1 8
% within Taste .0% .0% 37.5% 12.5% 37.5% 12.5% 100.0%
Total Count 4 26 67 54 18 8 178
% within Taste 2.3% 14.7% 37.9% 30.5% 10.2% 4.5% 100.0%

Analysis
From the above cross tab we can see that out of 178 respondents attempted this question. The
table shows that 38.2% of respondents who like Shezan Juice to a large extent were also highly
satisfied with the taste of Shezan Orange juice. 16.4% of respondents who like Shezan Juice to a
large extent were also satisfied with the taste of Shezan Orange juice. There were only 4.5% of
respondents who like Shezan Juice to a large extent but were dissatisfied with the taste of Shezan
Orange juice.
There were only 27.3% of the respondents who did not like Shezan juice and were also
dissatisfied with the taste of Shezan juice

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Therefore from this table we can conclude that those people who like Shezan juices were also
satisfied with the Taste of Shezan juices as well.

Results
This finding supports our Hypothesis and we accept that taste significant impact on the degree of
liking Shezan Orange juice.

SATISFACTION OF CONSUMERS WITH THE PACKAGING OF NESTLE


ORANGE JUICE
To check whether different types of Nestle orange juice consumers are satisfied with the
packaging of nestle juice or not? By using the data obtained from questionnaire a cross tab was
made to see the relationship between the types of consumers of the juice and their level of
satisfaction with the packaging of the juice. From the results of this question we can conclude of
the hypothesis, stated as:

Hypothesis 9:
A significant relationship exists between the degree of satisfaction of consumers with the
packaging of the Nestle Orange juice.

Satisfaction with Packaging of Nestle


Juice Total

Yes No Missing Yes


Main College Students Count 12 1 2 15
Customers
Of Nestle % within Main
80.0% 6.7% 13.3% 100.0%
Customers Of Nestle
House Wife's Count 12 3 0 15
% within Main
80.0% 20.0% .0% 100.0%
Customers Of Nestle
Servants Count 4 2 0 6
% within Main
66.7% 33.3% .0% 100.0%
Customers Of Nestle
OTHERS Count 1 2 0 3
% within Main
33.3% 66.7% .0% 100.0%
Customers Of Nestle
C&H Count 5 0 0 5
% within Main
100.0% .0% .0% 100.0%
Customers Of Nestle
H&S Count 2 0 0 2
% within Main
100.0% .0% .0% 100.0%
Customers Of Nestle
All Count 11 0 0 11

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% within Main
100.0% .0% .0% 100.0%
Customers Of Nestle
C&S Count 2 0 0 2
% within Main
100.0% .0% .0% 100.0%
Customers Of Nestle
Total Count 49 8 2 59
% within Main
83.1% 13.6% 3.4% 100.0%
Customers Of Nestle

Analysis
From the above cross tab we can see that as per the distributors 80% of the college students, that
is the majority, are satisfied with the packaging of the juice, also as per the distributors 80% of
the house wives are also satisfied with Nestle orange Juices packaging, 66.7% of the servants
are satisfied while relatively lower percentage of 33.3% of the servants are unsatisfied with the
packaging.
The remaining types of consumers have been lumped under the category of Others. So the table
shows that the majority of these remaining types of consumers are dissatisfied with the
packaging of Nestle Orange juice. However if we look at the students, housewives and the
servants in pairs then we can see clearly that they are all satisfied with the packaging.
Therefore from this table we can clearly conclude over all the various sorts of consumers of
Nestle are satisfied with the packaging of the juice.

Results
The findings from the cross tab supports the hypothesis and we can say that majority of the
various sorts of Nestle Orange consumers are satisfied with its packaging.

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RETAILER ANALYSIS
ANALYSIS OF RESPONSES TO GENERAL QUESTIONS

We collected responses from 60 retailers, to know what they say about the declining sales of
Nestle Orange Juice. As retailers are supposed to have direct contact with customers, they
receive daily complaints directly from the customers. So their input was of great importance.

LOCATION OF RETAILERS
Location

Cumulative
Frequency Percent Valid Percent Percent
Valid No Response 1 1.7 1.7 1.7
Defense 12 20.3 20.3 22.0
Gulberg 10 16.9 16.9 39.0
Cantt 7 11.9 11.9 50.8
Link Road 8 13.6 13.6 64.4
Bhatta Chock 7 11.9 11.9 76.3
badian 1 1.7 1.7 78.0
ANARKALI 3 5.1 5.1 83.1
SHADMAN 5 8.5 8.5 91.5
CAVELRY 5 8.5 8.5 100.0
Total 59 100.0 100.0

We selected retailers from major areas of Lahore for our analysis. Out of the 60 retailers, 20%
were from defence because as per our literature search we found out that defence is major sales
generating area of Lahore in case of Nestle Orange Juices.
So our major retailers were from 3 areas that is defence, Gulberg and Cantt. We had 20% of the
retailers from defence, 16.9% from Gulberg and 11.9% from Cantt area.

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DEGREE OF SATISFACTION WITH PACKAGING OF NESTLE ORANGE
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Satisfaction with Packaging of Nestle Juice

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 49 83.1 83.1 83.1
No 8 13.6 13.6 96.6
3 2 3.4 3.4 100.0
Total 59 100.0 100.0

According to the question posed to retailers regarding packaging of Nestle Orange Juice, we
found a favorable response towards packaging by 83% of the retailers being satisfied by the
packaging of Nestle Orange Juice.

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MAJOR COMPETITORS OF NESTLE ORANGE JUICE
Ma jor Compe titor of Ne stle Ora nge Juice

Cumulative
Frequency Percent Valid Percent Percent
Valid Minute Maid 16 27.1 27.1 27.1
Shezan 17 28.8 28.8 55.9
Haleeb 3 5.1 5.1 61.0
Others 1 1.7 1.7 62.7
All 6 10.2 10.2 72.9
M & S 5 8.5 8.5 81.4
S & H 9 15.3 15.3 96.6
M & H 2 3.4 3.4 100.0
Total 59 100.0 100.0

We asked the retailers to tell us about the major competitors of Nestle Orange Juice so as to
know what May be the reason attributed by the retailers to the declining sales of Nestle Orange
Juice. Retailers marked Shezan and Minute Maid as being the major competitors where the
consumer is most likely to witch to. 28.8% of the retailers ranked Shezan as top competitors;

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Minute Maid being a newly launched Orange Juice has also been marked as second major
competitors by 27.1% of the retailers.

DURATION IN RETAIL BUSINESS


Duration in Retail Busines

Cumulative
Frequency Percent Valid Percent Percent
Valid One Year 17 28.8 28.8 28.8
Two Years 27 45.8 45.8 74.6
Three Years 6 10.2 10.2 84.7
Others 9 15.3 15.3 100.0
Total 59 100.0 100.0

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The number of years spent in a particular business is one of the important attribute, as old is a
retail store, more it is known by the community. We selected those retailers who were at least in

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the retailing business for more than a year. As per our analysis 45.8 % of the retailers were in
their current business since two years. 28.8 % of retailers were in the said business for around a
year and 10.2% for three years.

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REGULAR SUPPLY OF NESTLE ORANGE JUICE
Supplies of Nestle Orange Juice

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 26 44.1 44.1 44.1
No 33 55.9 55.9 100.0
Total 59 100.0 100.0

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We asked the retailers about whether they get timely and sufficient supply of Nestle Orange

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Juice, and surprising results were revealed. 55.9% of the retailers replied that they do not receive
timely and sufficient supply from Nestle. This comprises of more than a half of the retailers who
are not getting supply of nestle Orange juices as desired by them.

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AFFECT OF PRICE CHANGE ON SALES
Affect of Price changes on sales

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 28 47.5 47.5 47.5
No 31 52.5 52.5 100.0
Total 59 100.0 100.0

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In 2008, the price of nestle Orange Juice has also been raised. We asked the retailers about their

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Responses regarding this aspect. We asked the retailers whether increase In price effects the sales
or not. 47.5% of the retailers responded that the change has affected the sales. This is almost half
of the retailers saying so. However rest of there retailers said that it did not effected their sales.

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NESTLE CHILLERS

Cumulative
Frequency Percent Valid Percent Percent
Valid Yes 26 44.1 44.1 44.1
No 33 55.9 55.9 100.0
Total 59 100.0 100.0

While we surveyed the distributors we found out that 44.1% of the distributors had proper Nestle
chillers available with them where they had placed Orange Juice to cool down and from these

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chillers consumers were being provided cool and chilled packs of Nestle orange juice. Also as it
is evident from the table and the graph as well that 55.9% of the distributors did not have
Nestls supplied chillers.

PACKAGING OF NESTLE JUICES WHICH SELLS THE MOST

Cumulative
Frequency Percent Valid Percent Percent
Valid 200 ml 18 30.5 30.5 30.5
1000 ml 21 35.6 35.6 66.1
Both 20 33.9 33.9 100.0
Total 59 100.0 100.0

Also during our study we tried to figure out that as per the distributors, what package size of
Nestle orange juice is being sold the most. From the survey results we found out that the sales of
both 200ml and 1000 ml packs were almost the same. 200ml had 30.5% sales rate while 1000ml
had a 35.6% sales rate. The difference is very small and thus we can see and conclude that both
200ml and 1000ml packs of Nestle Orange Juice are equally popular with the people and people
are in need of and buy both sizes. The demand of 1000ml is slightly more that 200ml but this
difference is very small and is almost negligible.

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CONCLUSION
As all the questionnaires were administered by us, we came across certain findings other than our
questionnaires. We recorded those findings as:
Retailers had biggest supply problem. They said that the only thing that is hindering the sales is
lack of timely supply as well as insufficient supply. They say that demand is very much higher
than the supply received. Also, they said that there is a low availability of chillers from Nestle.
Juices are preferred when they are properly chilled, especially in case of Nestle Orange Juice; its
taste is bitter so it gives the best taste when chilled. It has a ridiculous taste if hot. According to
the retailers this also is the problem adding to declining sales.

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CROSS TABS
PREFERENCE OF RETAILERS TO STOCK NESTLE ORANGE JUICE
To check whether the retailers like to stock Nestle Juices at their outlets or not? In the
questionnaire, pertaining to the retailers, questions were asked regarding whether the retailers
keep stock of Nestle Orange Juice with them or not? By using the data obtained from
questionnaire a cross tab was made to see the relationship between the brands Nestle and in
particular its orange juice and between the counts of stocks the retailers hold with them. From
the results of this questionnaire the following hypothesis was concluded:

Hypothesis 1:
A significant relationship exists between Nestle brand juices and preference to stock then by the
Retailers.

Stock Juices Total


Yes No Yes
Juices Brand Yes Count 39 12 51
(Nestle)
% within Juices
76.5% 23.5% 100.0%
Brand (Nestle)
No Count 4 3 7
% within Juices
57.1% 42.9% 100.0%
Brand (Nestle)
Missing Count 0 1 1
% within Juices
.0% 100.0% 100.0%
Brand (Nestle)
Total Count 43 16 59
% within Juices
72.9% 27.1% 100.0%
Brand (Nestle)

Analysis:
From the above cross tab between Nestle Orange juice and count of stock we can see that out of
a total of 100% supplies of Nestle, 76.5% retailers stock Nestle Juices and only 23.5% retailers
do not stock Nestle Juice.
Therefore from this table we can see clearly that retailers like to place Nestle Juice and like to
stock it with them.

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Results:
The findings from the cross tab does fully support the hypothesis and we can say safely that
retailers like to stock a significant amount of Nestle Orange Juice with them.

PREFERENCE BY RETAILERS TO STOCK SHEZAN ORANGE JUICE


To check whether the retailers like to stock Shezan Juices at their outlets or not? In the
questionnaire, pertaining to the retailers, questions were asked regarding whether the retailers
keep stock of Shezan Orange Juice with them or not? By using the data obtained from
questionnaire a cross tab was made to see the relationship between the brand Shezan s orange
juice and between the count of stocks the retailers hold with them. From the results of this
questionnaire the following hypothesis was concluded:

Hypothesis 2:
A significant relationship exists between Shezan brand juices and preference to stock then by the
Retailers.

Stock Juices Total


Yes No Yes
Juices Brand Yes Count 34 9 43
(Shezan)
% within Juices
79.1% 20.9% 100.0%
Brand (Shezan)
No Count 9 7 16

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% within Juices
56.3% 43.8% 100.0%
Brand (Shezan)
Total Count 43 16 59
% within Juices
72.9% 27.1% 100.0%
Brand (Shezan)

Analysis
From the above cross tab between Shezan Orange juice and count of stock we can see that out of
a total of 100% supplies of Shezan Orange juice, 79.1% retailers Shezan Juices while 20.9% do
not stock Shezan juices.
Therefore from this table we can see clearly that retailers also like to place Shezan orange Juice
with them.

Results
The findings from the cross tab supports the hypothesis and we can say that retailers like to stock
a Shezan Orange Juice with them.

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PREFERENCE BY RETAILERS TO STOCK MINUTE MAID JUICE


To check whether the retailers like to stock Minute Maid at their outlets or not? In the
questionnaire, pertaining to the retailers, questions were asked regarding whether the retailers
keep stock of Minute Maid with them or not? By using the data obtained from questionnaire a
cross tab was made to see the relationship between the brand Minute Maid and between the
count of stocks the retailers hold with them. From the results of this questionnaire the following
hypothesis was concluded:

Hypothesis 3:
A significant relationship exists between Minute Maid juices and preference to stock then by the
Retailers.

Stock Juices Total


Yes No Yes
Juices Brand Yes Count 16 7 23
(Minute Maid)
% within Juices
69.6% 30.4% 100.0%
Brand (Minute Maid)
No Count 27 9 36
% within Juices
75.0% 25.0% 100.0%
Brand (Minute Maid)
Total Count 43 16 59
% within Juices
72.9% 27.1% 100.0%
Brand (Minute Maid)

Analysis
From the above cross tab between Minute Maid and count of stock we can see that out of a total
of 100% supplies of Minuet Maid, 69.6% of retailers stock Minute Maid while 30.4% of retailers
do not stock Minute Maid.
Therefore from this table we can see clearly that retailers also like to place Minute maid with
them.

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Results
The findings from the cross tab supports the hypothesis and we can say that retailers also like to
stock Minute Maid with them.

RELATION OF ADVERTISEMENT WITH SALE OF NESTLE


ORANGE JUICE
To check whether this hypothesis is true or not, we tried to see the relationship between the
appealing advertisement and the sale of Nestle Orange Juice.

Hypothesis 4:
There is a significant relationship between sales and appealing advertisement of Nestle Orange
Juice.

Sale Of Nestle
Orange Juice Total
YES NO
Appealing YES Count 9 14 23

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Advertisement % within Appealing


Advertisement 39.1% 60.9% 100.0%

NO Count 29 17 46
% within Appealing
Advertisement 63.0% 37.0% 100.0%

Total Count 38 31 69
% within Appealing
Advertisement 55.0% 45.0% 100.0%

Analysis
The table shows that 69 retailers were questioned regarding the appealing advertisement of
Nestle Orange Juice. The table shows that 60.9% of retailers believe that appealing
advertisement will not have an effect on sales of Nestle Orange Juice. Only 39.1% said that
appealing advertisement will have an effect on the sales of Nestle Orange juice

Result:
In short our hypothesis is not supported

EFFECT OF SALES OF NESTLE ORANGE JUICE ON PROFIT MARGIN


To check whether sales has any impact on the profit margin of Nestle orange juice. In the
questionnaire the questions were asked regarding the sales pattern of Nestle orange juice that is
whether the sales are high or low. By using the data obtained from questionnaire a cross tab was
made to see the relationship between the sales of Nestle orange juice and the Profit margin of
Nestle Orange juice. From the results of this questionnaire the following hypothesis was
concluded:

Hypothesis 5:
A significant relationship exists between the sales and the profit margin of Nestle Orange Juice

Profit Margin Total


Per Pack Per Carton Both Per Pack
Most Sold Brand of Highest Sales Count 5 31 8 44
Orange Juice (Nestle)
% within Most Sold Brand
11.4% 70.5% 18.2% 100.0%
of Orange Juice (Nestle)
Lowest Sales Count 2 2 11 15
% within Most Sold Brand
13.3% 13.3% 73.3% 100.0%
of Orange Juice (Nestle)

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Total Count 7 33 19 59
% within Most Sold Brand
11.9% 55.9% 32.2% 100.0%
of Orange Juice (Nestle)

Analysis
From the above cross tab between sales and the profit margin of Nestle orange juice we can see
that amongst the group of retailers who are experiencing highest sales of nestle orange juice,
11.4% say that the resultant profit margin of this high sale is due to pack sales while 70.5% say
that the profit margin is due to carton sales while 18.2% of them attribute the high profit margin
sales to the sales of both pack and carton sales.
The table also shows that those retailers who are experiencing low sales of Nestle Orange juice
amongst those retailers 13.3% of the retailers say that their low profit margin is due to pack
juices, the same percent that is 13.3% say that it is due to carton sales while 73.3% of the
retailers attribute this low sales to both pack and carton sales.
Therefore from this table we can conclude that when there are sales in bulk, that is, in cartons it
results in high profit margin.

Results
The findings from the cross tab supports the hypothesis and we can say that as the sales of Nestle
Orange juice rises up, the resultant profit margin also goes up so we accept the hypothesis.

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EFFECT OF SALES OF SHEZAN ORANGE JUICE ON PROFIT MARGIN


To check whether sales has any impact on the profit margin of Shezan orange juice. In the
questionnaire the questions were asked regarding the sales pattern of Shezan orange juice that is
whether the sales are high or low. By using the data obtained from questionnaire a cross tab was
made to see the relationship between the sales of Shezan orange juice and the Profit margin of
Shezan Orange juice. From the results of this questionnaire the following hypothesis was
concluded:

Hypothesis 6:
A significant relationship exists between the sales and the profit margin of Shezan Orange Juice

Profit Margin Total


Per Pack Per Carton Both Per Pack
Most Sold Brand of Highest Sales Count 3 12 10 25
Orange Juice (Shezan)
% within Most Sold Brand
12.0% 48.0% 40.0% 100.0%
of Orange Juice (Shezan)
Lowest Sales Count 4 21 9 34
% within Most Sold Brand
11.8% 61.8% 26.5% 100.0%
of Orange Juice (Shezan)
Total Count 7 33 19 59
% within Most Sold Brand
11.9% 55.9% 32.2% 100.0%
of Orange Juice (Shezan)

Analysis
From the above cross tab between sales and the profit margin of Shezan orange juice we can see
that amongst the group of retailers who are experiencing highest sales of Shezan orange juice,
12% say that the resultant profit margin of this high sale is due to pack sales while 48% say that
the profit margin is due to carton sales while 40% of them attribute the high profit margin sales
to the sales of both pack and carton sales.
The table also shows that those retailers who are experiencing low sales of Shezan Orange juice
amongst those retailers 11.8% of the retailers say that their low profit margin is due to pack
juices, 61.8% say that it is due to carton sales while 26.5% of the retailers attribute this low sales
to both pack and carton sales.
Therefore from this table we can conclude that when there are sales in bulk, that is, in cartons it
results in high profit margin.

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Results:
The findings from the cross tab supports the hypothesis and we can say that as the sales of
Shezan Orange juice rises up, the resultant profit margin also goes up so we accept the
hypothesis.

EFFECT OF PRICE CHANGE ON PROFIT MARGIN OF NESTLE


ORANGE JUICE
To check whether changes in price of Nestle orange juice has any impact on the profit margin
due to sales of Nestle orange pack, carton or both. In the questionnaire the questions were asked
regarding the effect of change of price of Nestle orange juice. By using the data obtained from
questionnaire a cross tab was made to see the relationship between price change and resultant
profit margin of Nestle Orange juice. From the results of this questionnaire the following
hypothesis was concluded:

Hypothesis 7:
A significant relationship exists between the price of the juice and the profit margin of Nestle
Orange Juice

Profit Margin Total


Per Pack Per Carton Both Per Pack
Affect of Price changes Yes Count 1 19 8 28

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on sales % within Affect of Price


3.6% 67.9% 28.6% 100.0%
changes on sales
No Count 6 14 11 31
% within Affect of Price
19.4% 45.2% 35.5% 100.0%
changes on sales
Total Count 7 33 19 59
% within Affect of Price
11.9% 55.9% 32.2% 100.0%
changes on sales

Analysis
From the above cross tab we can see that out of 28 distributors who were reached 3.6% said that
the change in the price of Nestle orange effected profit margin per pack, whereas a large chunk
of 67.9% say that the effect of price has an impact on profit margin per carton and 28.6% said
that the price change has an impact on the profit margin of both pack and carton.
Therefore from this table we can clearly conclude that the more the price changes the more the
profit margin varies at the level of carton sales.

Results
The findings from the cross tab supports the hypothesis and we can say that as the price changes
of Nestle Orange juice the resultant profit margin also starts changing and so we accept the
hypothesis.

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LIMITATION
Some of the limitations that we faced during our project are as follows:
Time constraint.

Limited resources ( financial, manpower)

o The research could only be conducted in the city of Lahore due to limited
resources and manpower.

o Research is conducted only in educational institutes of Lahore i.e. Lahore School


of Economics and Kinnaird College.

The sample size for retailers was very small.

RECOMMENDATION
Through the questionnaires we came to know Peoples recommendations and suggestions
regarding Nestle orange juice. The Company is diversifying its product range. In the first quarter
of 2008 Nestle Juices added a new flavor to their product range. This diversification in product
range has somewhat affected the sales of Nestle Orange juice.
A very important area for improvement is advertisement and promotional activities of
Nestle Orange Juice. During our analysis we found out that most of the respondents were
unaware about the new campaign of Nestle Orange juice named Sunrise Campaign.
There should be vigorous advertisement of the brand with telecasting quality TV
commercials that should cater the target audience
Company should do celebrity endorsement, to promote the brand to increase consumption
and hence sales.
During our survey we found that most of the sales of 200 ml packaging of Nestle Orange
juice are in schools and colleges. People complained that Nestle should increase the
content of juice from 200ml to 250 ml because most of the other brands such as Shezan
and county are available in 250 ml packing therefore Nestle should take into
consideration about increasing the juice content from 200ml to 250ml.
Most of the people consuming Nestle Orange juice suggested that Nestle should think
about adding add pulp content in their Nestle Orange juice.
Nestle should consider about decreasing the price of Nestle Orange juice in order to
increase sales.

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CONCLUSION
After going through all the stages of marketing research process in order to know the reasons for
declining sales of Nestle Orange juice we found that most of the people were quite satisfied with
the taste of Nestle orange juice. They were still consuming Nestle Orange juice despite the bitter
taste. To some extent the consumers were satisfied with the price of Nestle orange juice because
according to them they perceive Nestle Juices to be quality and healthy juices. The analysis
showed that people also have liking towards Nestle Orange juice.
From the results of the survey we can conclude that the problem of decline in sales was not
mostly due to change in consumer perceptions towards taste or other competing brands. It might
be due to o change in internal Company polices or strategies.

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CONSUMER QUESTIONNAIRE
We are students of Lahore School of Economics and are conducting a survey on
Nestle Orange juice. The results of the survey will be entirely used academic
purposes. Your corporation will be appreciated.

PERSONAL INFORMATION
-------------------------------------------------------------------------------------
Gender:
Male Female
Age:
Less than 15 16-20 21-25 26-30 31-35 and above
Residential Area:
Gulberg Defence Model Town
Others______________
Which income bracket do you fall in?
Less than 15000 16000-25000 26000-35000 36000
and above
Educational Level: ______________________ ______ (Please Specify)

Do you drink juice?


Yes No
What is your preference?
Fresh Packaged Both
Which brand do you prefer?
Shezan Nestle Minute Maid
Haleeb
Others ______________ (Please specify)

Which flavor do you like the most?


Apple Pineapple Orange Grapes
Guava Mixed Others ___________________
(Please specify)

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Indicate your degree of liking.


LIKE A LOT LIKE NEUTRA DISLIKE DISLIKE A
L LOT

Shezan
Nestle
Minute Maid
Haleeb
Others Please specify

Indicate your degree of liking.


LIKE A LOT LIKE DISLIKE DISLIKE A
LOT
Apple
Pineapple
Orange
Grapes
Guava
Mixed
Other (Specify)

How important are the following factors in influencing your purchase of packaged
juice? Very
Very Importa Neutral Unimporta Unimporta
important nt nt

Price
Packaging
Quality
Taste
Sugar Free
Fruit Content
Appealing Advertisement

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How important are the following factors in influencing your purchase of packaged
juice?
HALEEB ORANGE JUICE
Very
Very Importa Neutral Unimporta Unimporta
important nt nt
Price
Packaging
Quality
Taste
Sugar Free
Fruit Content
Appealing Advertisement

NESTLE ORANGE JUICE


Very
Very Importa Neutral Unimporta Unimporta
important nt nt
Price
Packaging
Quality
Taste
Sugar Free
Fruit Content
Appealing Advertisement

SHEZAN ORANGE JUICE


Very
Very Importa Neutral Unimporta Unimporta
important nt nt
Price
Packaging
Quality
Taste
Sugar Free
Fruit Content
Appealing Advertisement

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MINUTE MAID
Very
Very Importa Neutral Unimporta Unimporta
important nt nt
Price
Packaging
Quality
Taste
Sugar Free
Fruit Content
Appealing Advertisement

SECTION A

(For nestle users; if not you are not nestle user, please flip over and move
to section B)
How often do you drink Nestle orange juice?
Daily Weekly Occasionally

How many times in a day do you take Nestle orange juice: _______ times (Please
specify)

Where do you purchase juice from? (tick all that apply)


Small town shops Departmental stores Others
___________________ (Please specify)

What packaging size do you purchase?


200ml 1000ml Both ________________ (Please specify)

If Nestle orange juice is not available which other brand do you prefer?
Shezan Minute Maid Haleeb
Country
Others ________________ (Please specify)

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Q. What do you think about the taste of Nestle orange juice? Please Tick.

Very

Good

Neutral

Bad

Very Bad

SECTION B (For other brands)


Q. Please select your reason(s) for not drinking Nestle Orange juice (Tick all that
apply)
Bitter taste High price Missing pulp content
Others ________________ (Please specify)

Q. Have you seen the latest ad of Nestle Orange Juice?


Yes No
If yes; which One?
_____________________________________________________________________________________
_____________________________________________________________________________________
_____________________________________________________________________________________

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RETAILER QUESTIONNAIRE
We are students of Lahore School of Economics and are conducting a survey
on Nestle Orange juice. The results of the survey will be entirely used
academic purposes. Your corporation will be appreciated.
Name: __________________
Location: ___________________
How long have you been in the retail business?
a. One year
b. Two years
c. Three years
d. Others _______ (Please Specify)
Do you stock juice?
Yes No
Which brands of juices? Tick all that apply
Country
Nestle
Haleeb
Shezan
Minute Maid
Others
Which flavors of juices? Tick all that apply
Apple
Orange
Pineapple
Grapes
Mango
Others ______________ (Please Specify)
Which is the most sold brands of orange juice? Rank
a. ____ Country
b. ____ Nestle
c. ____ Haleeb
d. ____ Shezan
e. ____ Minute Maid
f. ____ Others

Is the profit margin on sales of Nestle orange juice made


a. Per pack (200 ml or 1000 ml)
b. Per juice carton

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Do you get regular supplier of Nestle orange juice?


a. Yes
b. No
Does your outlet have a Nestle chiller?
a. Yes
b. No
If yes, then how many? _______

Who are the main customers of Nestle orange juice?


a. College Students
b. House wifes
c. Servants
d. Others __________ (Please Specify)
Are consumers satisfied with the packaging of Nestle orange juice?
a. Yes
b. No
Which packaging of Nestle orange juice sells the most?
c. 200 ml
a. 1000 ml
b. Both __________ (Please Specify)
According to you currently, which brand is the major competitor of Nestle
Orange juice? (tick all that apply)
c. Minute Maid
a. Shezan
b. Haleeb
c. Others __________ (Please Specify)
What do you think about the new advertising strategy of Nestle orange
juice?
______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________
Do price changes have any effect on the sales of Nestle orange juice?
a. Yes
b. No

How has the change in price affected the sales of Nestle orange juice
recently?

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______________________________________________________________________________
______________________________________________________________________________
______________________________________________________________________________

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CONSUMER QUESTIONNAIRE
CODE

CODE

CODE

VARIABLE
QUESTIONS CODE
S

Q1 V1 Gender 1 Male 2 Female


Q2 V2 Age 1 16-20 2 21-25 3 26-30 4 31-35
Q3 V3 Residential area 1 Gulberg 2 Defence 3 Modeltown 4 Others
Less than 16000- 26000- 36000 an
Q4 V4 Income bracket 1 1500 2 25000 3 35000 4 above
Q5 V5 Educational level 1 MBA 2 Bachelors 3 Others 4
Q6 V6 Juice intake 1 Yes 2 No
Q7 V7 Preferences 1 Fresh 2 Packaged 3 Both

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Minute
V8 Brand preferences 1 Shezan 2 Nestle 3 Maid 4 Haleeb
Degree of liking
Q9 V9 Shezan 1 Like a lot 2 Like 3 Neutral 4 Dislike
V10 Degree of liking Nestle 1 Like a lot 2 Like 3 Neutral 4 Dislike
Degree of liking
V11 Minute Maid 1 Like a lot 2 Like 3 Neutral 4 Dislike
Degree of liking
V12 Haleeb 1 Like a lot 2 Like 3 Neutral 4 Dislike
Degree of liking Other
V13 brand 1 Like a lot 2 Like 3 Neutral 4 Dislike
Q10 V14 Flavor 1 Apple 2 Pineapple 3 Orange 4 Grapes
6 Mixed 7 Others
Q11 V15 Degree of liking Apple 1 Like a lot 2 Like 3 Neutral 4 Dislike
Degree of liking
V16 Pineapple 1 Like a lot 2 Like 3 Neutral 4 Dislike
Degree of liking
V17 Orange 1 Like a lot 2 Like 3 Neutral 4 Dislike
Degree of liking
V18 Grapes 1 Like a lot 2 Like 3 Neutral 4 Dislike
V19 Degree of liking Guava 1 Like a lot 2 Like 3 Neutral 4 Dislike
V20 Degree of liking Mixed 1 Like a lot 2 Like 3 Neutral 4 Dislike
Degree of liking Other
V21 brand 1 Like a lot 2 Like 3 Neutral 4 Dislike
Q12 Factors influencing purchase
Very Unimporta
V22 Price 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V23 Packaging 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V24 Quality 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V25 Taste 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V26 Sugar free 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V27 Fruit Content 1 important 2 Important 3 Neutral 4 nt
Appealing Very Unimporta
V28 Advertisement 1 important 2 Important 3 Neutral 4 nt

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Q13 Factors influencing packaged juice


Haleeb
Very Unimporta
V29 Price 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V30 Packaging 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V31 Quality 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V32 Taste 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V33 Sugar free 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V34 Fruit Content 1 important 2 Important 3 Neutral 4 nt
Appealing Very Unimporta
V35 Advertisement 1 important 2 Important 3 Neutral 4 nt
Nestle Orange Juice
Very Unimporta
V36 Price 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V37 Packaging 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V38 Quality 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V39 Taste 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V40 Sugar free 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V41 Fruit Content 1 important 2 Important 3 Neutral 4 nt
Appealing Very Unimporta
V42 Advertisement 1 important 2 Important 3 Neutral 4 nt
Shezan
Very Unimporta
V43 Price 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V44 Packaging 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V45 Quality 1 important 2 Important 3 Neutral 4 nt
V46 Taste 1 Very 2 Important 3 Neutral 4 Unimporta

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important nt
Very Unimporta
V47 Sugar free 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V48 Fruit Content 1 important 2 Important 3 Neutral 4 nt
Appealing Very Unimporta
V49 Advertisement 1 important 2 Important 3 Neutral 4 nt
Minute Maid
Very Unimporta
V50 Price 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V51 Packaging 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V52 Quality 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V53 Taste 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V54 Sugar free 1 important 2 Important 3 Neutral 4 nt
Very Unimporta
V55 Fruit Content 1 important 2 Important 3 Neutral 4 nt
Appealing Very Unimporta
V56 Advertisement 1 important 2 Important 3 Neutral 4 nt

SECTION A
Occasionall
Q14 V57 Intake of juice 1 Daily 2 Weekly 3 y
Q15 V58 Intake of juice in a day 1 One time 2 Two times 3 Three times 4 Four times
Departmental
Q16 V59 Juice purchasing 1 Small town 2 store 3 Others
Q17 V60 Size of purchased juice 1 200ml 2 1000ml 3 Both 1&2
Preferred purchase in
replace of Nestle Minute
Q18 V61 Orange Juice 1 Shezan 2 Maid 3 Haleeb 4 Country
Price & taste
Q19 V62 comparison 1 Very good 2 Good 3 Neutral 4 Bad

SECTION B
Missing
Reason for not taking Pulp
Q20 V63 Nestle Orange 1 Bitter taste 2 High Price 3 Content 4 Other
Q21 V64 Latest Nestle Ad 1 Yes 2 No

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Sun Rise
Q22 V65 Which one 1 Campaign

RETAILER QUESTIONNAIRE

C ODE
CODE

CODE

CODE
VARIABLE QUESTION

Q1 V1 Name
Q2 V2 Location
Q3 V3 Business tenure 1 One year 2 Two years 3 Three Years 4 O
Q4 V4 Juice Stocking 1 Yes 2 No

Q5 V5 Brands of juices 1 Country 2 Nestle 3 Haleeb 4 S


6 Others
Q6 V6 Flavors of Juices 1 Apple 2 Orange 3 Pineapple 4 G
6 Others

Q7 V7 Most sold brands 1 Country 2 Nestle 3 Haleeb 4 S


6 Others
Profit margin on Netlse Per pack Per Juice
Q8 V8 Orange Juice sale 1 (200ml & 1000ml) 2 carton
Regular supply of Nestle
Q9 V9 Orange 1 Yes 2 No
Q10 V10 Nestle Chiller availability 1 Yes 2 No
quantity if you have Nestle
Q11 V11 Chiller 1 One 2 Two 3 Three 4 O

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College
Q12 V12 Main customers 1 students 2 House wives 3 Servants 4 O
Q13 V13 Customer satisfaction? 1 Yes 2 No
Q14 V14 More Nestlke package sale 1 200ml 2 1000ml 3 Others
Major competitor of Nestle
Q15 V15 Orange Juice 1 Minute Maid 2 Shezan 3 Haleeb 4 O
Q16 V16 New advertising Strategy 1 Like a Lot 2 Like 3 Dislike 4 D
Price affect on Nestle
Q17 V17 Orange juice sale 1 Yes 2 No
Affect on sale due to change
in price of Nestle Orange Remained
Q18 V18 juice 1 Increase 2 Decrease 3 Same

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REFERENCES
Beenish Pervaiz
o Assistant Brand Manger (Nestle Juices)

Anis Iqbal Sheikh


o Director (Al-Fatah)

Rein Vervoort
o Director Operations (Metro)

Tariq Waseem
o Floor Manager (HKB)

Rafia Khan
o Financial Analyst (Nestle)

www.nestle.com.pk

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