INTRODUCTION

1
 INTRODUCTION

This project report is based on the survey which has been done in the Moradabad city

on a “Study about Nestle products in India” The main objective of my survey is to study the

level of satisfaction of customers of Nestle Products in Moradabad.

The data have been tabulated and known in the form of, pie chart, shown in to the

interpreted and analyzed in further the conclusion of the study in is drown. The sample size

of my research is 50, and the respondents are customers I have used a questionnaire

consisting of 10 questions to make this survey.

Nestlé S.A. is a Swiss transnational food and drink company headquartered in Vevey, Vaud,

Switzerland. It is the largest food company in the world, measured by revenues and other

metrics, since 2014. It ranked No. 64 on the Fortune Global 500 in 2017 and No. 33 on the

2016 edition of the Forbes Global 2000 list of largest public companies.

Nestlé's products include baby food, medical food, bottled water, breakfast cereals, coffee and

tea, confectionery, dairy products, ice cream, frozen food, pet foods, and snacks. Twenty-nine

of Nestlé's brands have annual sales of over CHF1 billion

(about US$1.1 billion), including Nespresso, Nescafé, Kit

Kat, Smarties, Nesquik, Stouffer's, Vittel, and Maggi. Nestlé has 447 factories, operates in

194 countries, and employs around 339,000 people. It is one of the main shareholders

of L'Oreal, the world's largest cosmetics company.

Nestlé was formed in 1905 by the merger of the Anglo-Swiss Milk Company, established in

1866 by brothers George and Charles Page, and Farine Lactée Henri Nestlé, founded in

1866 by Henri Nestlé (born Heinrich Nestle). The company grew significantly during the

First World War and again following the Second World War, expanding its offerings beyond

its early condensed milk and infant formula products. The company has made a number of

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corporate acquisitions, including Crosse & Blackwell in 1950, Findus in 1963, Libby's in

1971, Rowntree Mackintosh in 1988, Klim in 1998, and Gerber in 2007.

Nestlé has a primary listing on the SIX Swiss Exchange and is a constituent of the Swiss

Market Index. It has a secondary listing on Euronext.

Chocolate & Confectionery

The story of chocolate began in the New World with the Mayans, who drank a dark brew

called cacahuaquchtl. Later, the Aztecs consumed chacahoua and used the cocoa bean for

currency. In 1523, they offered cocoa beans to Cortez, who introduced chocolate to the Old

World, where it swiftly became a favorite food among the rich and noble of Europe. Nestle

forayed into chocolates & confectionery in 1990 and has cornered a fourth share of the

chocolate market in the country.. It has expanded its products range to all segments of the

market The Kitkat brand is the largest selling chocolate brand in the world. Other brands

include Milky Bar, Marbles, Crunch, Nestle Rich Dark, Bar-One, Munch etc. The sugar

confectionery portfolio consists of Polo, Soothers, Frootos and Milkybar Eclairs.

Is chocolate actually good for you? You might have heard that dark chocolate isn’t so bad, but

is it possible that eating chocolate could actually improve your health? Despite how

easy it is to poo-poo because of its fat and sugar content, there is actually a fairly

robust body of research suggesting that, at worst, dark chocolate isn’t harmful (when

consumed in moderation, of course), and at best, it could do your heart — and

perhaps your love life — some good. The chocolate debate was resurrected last

week when a new randomized, placebo-controlled study, published in the June

edition of the American Journal of Clinical Nutrition found that theobromine, the

active compound in chocolate, might raise HDL (“good”) cholesterol.

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OBJECTIVES
OF
THE STUDY

4
 OBJECTIVES OF THE STUDY

 To study the customer awareness towards Nestle Products

 To study the satisfaction level of customers towards Nestle products

 To study the market positions of Nestle products

 To study the competitors of Nestle in market

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 SCOPE
OF
THE STUDY

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 SCOPE OF THE STUDY

The scope of this project report is to find out the customer satisfaction level and

performance of Nestle. Through this report research has tried to find out the different

factors, which customers expect from the companies This research will help to know

what is needed to be done in regard to marketing strategies of Nestle for attract the

customers. This study will help to know the consumer perception and satisfaction level

towards products of Nestle in Moradabd city.

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LITERATURE REVIEW

8
 LITERATURE REVIEW
In April 2007, returning to its roots, Nestlé bought US baby-food

manufacturer Gerberfor US$5.5 billion. In December 2007, Nestlé entered into a strategic

partnership with a Belgian chocolate maker, Pierre Marcolini.

Nestlé agreed to sell its controlling stake in Alcon to Novartis on 4 January 2010. The sale

was to form part of a broader US$39.3 billion offer, by Novartis, for full acquisition of the

world's largest eye-care company.[24] On 1 March 2010, Nestlé concluded the purchase

of Kraft Foods's North American frozen pizza business for US$3.7 billion.

Since 2010, Nestle has been working to transform itself into a nutrition, health and wellness

company in an effort to combat declining confectionery sales and the threat of expanding

government regulation of such foods. This effort is being led through the Nestlé Institute of

Health Sciences under the direction of Ed Baetge. The Institute aims to develop "a new

industry between food and pharmaceuticals" by creating foodstuffs with preventative and

corrective health properties that would replace pharmaceutical drugs from pill bottles. The

Health Science branch has already produced several products, such as drinks and protein

shakes meant to combat malnutrition, diabetes, digestive health, obesity, and other diseases.

In July 2011, Nestlé SA agreed to buy 60 percent of Hsu Fu Chi International Ltd. for

about US$1.7 billion.[26] On 23 April 2012, Nestlé agreed to acquire Pfizer Inc.'s infant-

nutrition, formerly Wyeth Nutrition, unit for US$11.9 billion, topping a joint bid from

Danone and Mead Johnson.

2012–present: Recent developments

In recent years, Nestlé Health Science has made several acquisitions. It acquired Vitaflo,

which makes clinical nutritional products for people with genetic disorders; CM&D Pharma

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Ltd., a company that specialises in the development of products for patients with chronic

conditions like kidney disease; and Prometheus Laboratories, a firm specialising in treatments

for gastrointestinal diseases and cancer. It also holds a minority stake in Vital Foods, a New

Zealand-based company that develops kiwifruit-based solutions for gastrointestinal

conditions as of 2012.

Another recent purchase included the Jenny Craig weight-loss program, for US$600 million.

Nestlé sold the Jenny Craigbusiness unit to North Castle Partners in 2013. In February 2013,

Nestlé Health Science bought Pamlab, which makes medical foods based on L-methylfolate

targeting depression, diabetes, and memory loss. In February 2014, Nestlé sold its PowerBar

sports nutrition business to Post Holdings, Inc. Later, in November 2014, Nestlé announced

that it was exploring strategic options for its frozen food subsidiary, Davigel.

In December 2014, Nestlé announced that it was opening 10 skin care research centres

worldwide, deepening its investment in a faster-growing market for healthcare products. That

year, Nestlé spent about $350 million on dermatology research and development. The first of

the research hubs, Nestlé Skin Health Investigation, Education and Longevity Development

(SHIELD) centres, will open mid 2015 in New York, followed by Hong Kong and São Paulo,

and later others in North America, Asia, and Europe. The initiative is being launched in

partnership with the Global Coalition on Aging (GCOA), a consortium that includes

companies such as Intel and Bank of America.

Nestlé announced in January 2017 that it was relocating its U.S. headquarters from Glendale,

California, to Rosslyn, Virginiaoutside of Washington, DC.

In March 2017, Nestlé announced that they will lower the sugar content in Kit

Kat, Yorkie and Aero chocolate bars by 10% by 2018. In July followed a similar

announcement concerning the reduction of sugar content in its breakfast cereals in the UK.

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The company announced a $20.8 billion share buyback in June 2017, following the

publication of a letter written by Third Point Management founder Daniel S. Loeb, Nestlé's

fourth-largest stakeholder with a $3.5 billion stake, explaining how the firm should change its

business structure. Consequently, the firm will reportedly focus investment on sectors such as

coffee and pet care and will seek acquisitions in the consumer health-care industry.

In September 2017, Nestlé S.A. acquired a majority stake of Blue Bottle. [41] While the deal's

financial details were not disclosed, the Financial Times reported "Nestle is understood to be

paying up to $500m for the 68 per cent stake in Blue Bottle". [42] Blue Bottle expects to

increase sales by 70% this year.

In September 2017, Nestlé USA agreed to acquire Sweet Earth, a California-based producer

of plant-based foods, for an undisclosed sum.

In January 2018, Nestlé USA announced it is selling its U.S. confectionary business

to Ferrero, an Italian chocolate and candy maker. The company was sold for a total of an

estimated $2.8 billion.

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COMPANY
PROFILE

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 COMPANY PROFILE

NESTLÉ India is a subsidiary of NESTLÉ S.A. of Switzerland. With eight factories and a

large number of co-packers, Nestlé India is a vibrant Company that provides consumers in

India with products of global standards and is committed to long-term sustainable growth and

shareholder satisfaction.

The Company insists on honesty, integrity and fairness in all aspects of its business and

expects the same in its relationships. This has earned it the trust and respect of every strata of

society that it comes in contact with and is acknowledged amongst India's 'Most Respected

Companies' and amongst the 'Top Wealth Creators of India'.

The NESTLÉ Corporate Business Principles are at the basis of our Company’s culture,

developed over 150 years, which reflects the ideas of fairness, honesty and long-term

thinking.

Nestlé is the world’s largest food and beverage company. We have more than 2000 brands

ranging from global icons to local favourites, and we are present in 191 countries around the

world.

NESTLÉ's relationship with India dates back to 1912, when it began trading as The NESTLÉ

Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished

products in the Indian market.

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After India's independence in 1947, the economic policies of the Indian Government

emphasised the need for local production. NESTLÉ responded to India's aspirations by

forming a company in India and set up its first factory in 1961 at Moga, Punjab, where the

Government wanted NESTLÉ to develop the milk economy. Progress in Moga required the

introduction of NESTLÉ's Agricultural Services to educate, advise and help the farmer in a

variety of aspects. From increasing the milk yield of their cows through improved dairy

farming methods, to irrigation, scientific crop management practices and helping with the

procurement of bank loans.

NESTLÉ set up milk collection centres that would not only ensure prompt collection and pay

fair prices, but also instil amongst the community, a confidence in the dairy business.

Progress involved the creation of prosperity on an on-going and sustainable basis that has

resulted in not just the transformation of Moga into a prosperous and vibrant milk district

today, but a thriving hub of industrial activity, as well.

NESTLÉ has been a partner in India's growth for over a century now and has built a very

special relationship of trust and commitment with the people of India. The Company's

activities in India have facilitated direct and indirect employment and provides livelihood to

about one million people including farmers, suppliers of packaging materials, services and

other goods.

The Company continuously focuses its efforts to better understand the changing lifestyles of

India and anticipate consumer needs in order to provide Taste, Nutrition, Health and Wellness

through its product offerings. The culture of innovation and renovation within the Company

and access to the NESTLÉ Group's proprietary technology/Brands expertise and the

extensive centralized Research and Development facilities gives it a distinct advantage in

these efforts. It helps the Company to create value that can be sustained over the long term by

offering consumers a wide variety of high quality, safe food products at affordable prices.

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NESTLÉ India manufactures products of truly international quality under internationally

famous brand names such as NESCAFÉ, MAGGI, MILKYBAR, KIT KAT, BAR-ONE,

MILKMAID and NESTEA and in recent years the Company has also introduced products of

daily consumption and use such as NESTLÉ Milk, NESTLÉ SLIM Milk, NESTLÉ Dahi and

NESTLÉ Jeera Raita.

NESTLÉ India is a responsible organisation and facilitates initiatives that help to improve the

quality of life in the communities where it operates.

Presence Across India

Nestlé Samalkha Haryana Factory

After more than a century-old association with the country, today, NESTLÉ India has

presence across India with 8 manufacturing facilities and 4 branch offices.

Our global history

We want to shape a better and healthier world. This was how we started more than 150 years

ago when Henri Nestlé created an infant cereal that saved the life of a child. Learn more

about our global history.

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After more than a century-old association with the country, today, NESTLÉ India has

presence across India with 8 manufacturing facilities and 4 branch offices.

NESTLÉ India set up its first manufacturing facility at Moga (Punjab) in 1961 followed by

its manufacturing facilities at Choladi (Tamil Nadu), in 1967; Nanjangud (Karnataka), in

1989; Samalkha (Haryana), in 1992; Ponda and Bicholim (Goa), in 1995 and 1997,

respectively; and Pantnagar (Uttarakhand), in 2006. In 2012, Nestlé India set up its 8th

manufacturing facility at Tahliwal (Himachal Pradesh).

The 4 Branch Offices located at Delhi, Mumbai, Chennai and Kolkata help facilitate the sales

and marketing activities. The NESTLÉ India’s Head Office is located in Gurgaon, Haryana.

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Our purpose

Nestlé's purpose is enhancing quality of life and contributing to a healthier future. We want to

help shape a better and healthier world. We also want to inspire people to live healthier lives.

This is how we contribute to society while ensuring the long-term success of our company.

Our values

Our values are reflected in the way we do business, always acting legally and honestly with

respect both for our own people and those we do business with. Read more about

our business principles.

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Our Global Ambitions

We have defined three overarching ambitions for 2030 which guide our work and support the

achievement of the UN Sustainable Development Goals.

Nestlé India Changes Packaging of Iconic Brands MAGGI, NESCAFÉ and KITKAT

Supports the Cause of #EducateTheGirlChild with Nanhi Kali

Nestlé India has brought about a change in packaging of three of their most iconic brands,

MAGGI, NESCAFÉ and KITKAT to support girl child education in association with Nanhi

Kali, one of the largest NGOs imparting education to underprivileged girl children across

India. In an attempt to spread awareness for this critical issue of girl child education in India,

Nestlé has changed packaging of 100 million packs available on shelves by the end of

September.

In an innovative approach and for the first time in India for any FMCG brand, MAGGI,

NESCAFÉ and KITKAT will give up their most iconic and recognized brand properties to

support the cause of educating the girl child. MAGGI has changed its tag line from “2 minute

noodles” to “2 minutes for education”. KITKAT has changed the visual of the finger snap to

one without the break with the line “No break from education” and NESCAFÉ changed the

tagline “It all starts with a NESCAFÉ” to “It all starts with education”. This has been further

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reinforced with a blue band which carries more information on the association with the URL

of Nanhi Kali.

Speaking on the partnership Mr. Suresh Narayanan, Chairman and Managing Director, Nestlé

India said, “Brands are built with purpose and exist by earning the love and trust of

consumers over time. Each time a consumer picks a pack off the shelf, the visual properties

of the brand serve as symbols of the promise the brand has made to the consumers. These are

invaluable assets, protected, cherished and treasured by organizations. We are changing the

packaging of three of our most iconic brands to sensitize and draw attention to the crucial

need for society & citizens to embrace our collective responsibility in ensuring that girls are

allowed, given access to and nurtured with the power of education. Girls with access to

education not only improve their own lives but also bring positive changes to their families,

communities and economies. This is our belief and conviction as Nestlé India and our humble

way of making a small yet deeply felt contribution to a cause that is important and vital to

Indian society.”

Mr. Anand Mahindra, Chairman, Mahindra Group, says “This is a path-breaking and

innovative partnership between Nestlé India and a non-profit organisation, both leaders in

their respective field. We believe that supporting girl’s education is a national priority and

will have a far reaching positive impact on society. I am sure the new packaging of MAGGI,

NESCAFÉ and KITKAT carrying the message to #EducateTheGirlChild will have the

desired impact of helping Nanhi Kali put a million girls in school. I am immensely grateful to

Nestlé for their support to Nanhi Kali."

The partnership with Nanhi Kali further strengthens the Nestlé Healthy Kids Programme

which has already reached out to about 1,00,000 beneficiaries. Project Nanhi Kali, jointly

managed by K. C. Mahindra Education Trust and Naandi Foundation, has been a credible

programme working in the area of girl child education for decades. Leveraging on the

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extensive work done by Nanhi Kali, Nestlé India is supporting this cause and has become a

part of the movement.

Research and Development

Research and Development Centre in India

Research and Development (R&D) in India is part of NESTLÉ S.A.’s global R&D network

and supports all markets worldwide with new product development and manufacturing

excellence for Noodles. It is also a Centre of expertise for local Indian cuisine within the

NESTLÉ R&D network and offers assistance to Culinary, Confectionery, Nutrition and Dairy

products in the South Asia Region (SAR).

Better nutrition in the region is a perpetual challenge. Its meaning changes with the stage of

development, the degree of social awareness, and scientific advancement. The new NESTLÉ

R&D facility in India will help develop great tasting food solutions that are relevant for

consumers in the South Asia Region, creating products that take the promise of taste and

health to a broader economic and social section than ever before. It will also strengthen

NESTLÉ’s position as the leader in Nutrition, Health and Wellness in the emerging markets.

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NESTLÉ India has always had Research and Development support from the NESTLÉ R&D

network across the world. Now, with the new R&D Centre in Manesar, NESTLÉ South Asia

Region will benefit from a greater ‘regional consumer’ focus. Having an R&D Centre in

India also brings Research and Development closer to NESTLÉ India businesses, and reflects

the NESTLÉ spirit of R&D-Business partnership towards developing winning concepts,

suited to the local consumer. It will in turn help NESTLÉ R&D to bring out strong local

concepts that are in accordance with the NESTLÉ Group ambition to provide ‘affordable

Nutrition, Health and Wellness’.

Ultimately, these concepts will not just be relevant for emerging markets like India, but could

be transferred to NESTLÉ worldwide.

Where we make an impact

Our focus areas are firmly embedded in our purpose. Individuals and families, our

communities and the planet as a whole are interconnected, and our efforts in each of these

areas are supported through our 42 public commitments. These commitments will in term

enable us to meet our three ambitions for 2030 in line with the timescale of the Sustainable

Development Goals (SDGs).

How we do business

Guided by our values rooted in respect, we work alongside partners to create shared value -

contributing to society while ensuring the long-term success of our business. We call

this Creating Shared Value, and we embed it in everything we do.

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Building on Creating Shared Value

Looking to the future, Creating Shared Value remains a fundamental guiding principle for

how we do business. The health of our company is intrinsically linked to the health and

resilience of the society we operate in; this is why our purpose is to enhance quality of life

and contribute to a healthier future.

Our focus areas are firmly embedded in our purpose. Individuals and families, our

communities and the planet as a whole are interconnected, and our efforts in each of these

areas are supported through our 42 specific commitments, the vast majority of which have

been reframed and feature objectives to 2020. These commitments will, in turn, enable us to

meet our ambitions for 2030 in line with the timescale of the Sustainable Development Goals

(SDGs).

Our purpose and timetable allow us to take Creating Shared Value a step further, while

adhering to our fundamental belief that our business will be successful in the long term by

creating value for both our shareholders and for society as a whole. Our positive impact on

society focuses on enabling healthier and happier lives for individuals and families, on

helping the development of thriving and resilient communities and, finally, on stewarding the

planet’s natural resources for future generations, with particular care for water.

As we move into a new period in our company’s history, we will continue to evolve and

strengthen our approach to Creating Shared Value as the way we do business, ensuring that its

thinking continues to inform all our behaviours, policies and actions.

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 Our contribution to the global agenda

We are framing our Creating Shared Value (CSV) agenda closely with the 2030 United

Nations Sustainable Development Goals (SDGs). Having had the opportunity to participate in

developing the SDGs, the private sector has also assumed responsibility towards delivering

those goals.

We have integrated the SDGs into our CSV approach, allowing us to identify those goals

where we can add most value. We have mapped our material issues against the SDGs to help

us do this.

Driven by our company purpose, to enhance quality of life and contribute to a healthier

future, we have defined three overarching ambitions, which will guide our work towards

achieving our 2020 commitments and supporting the achievement of the SDGs. These

ambitions are to:

 Enable healthier and happier lives: this will include helping 50 million children

lead healthier lives;

 Help develop thriving, resilient communities: this will include helping to improve

30 million livelihoods in communities directly connected to our business activities; and

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 Steward resources for future generations: this will include striving for zero

environmental impact in our operations.

These ambitions stem from the recognition that we live in an interconnected world where our

futures are inextricably linked.

We will leverage our scale to help meet these ambitions. However, achieving the SDGs will

only be possible through more effective and dynamic partnerships at local, national and

international levels. We strive to play our part and urge others to join this collective effort. We

look forward to working with civil society, governments and others in making this a reality.

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Our 2016 performance in leading indices

We continue to prioritise key areas where value creation can be maximised for shareholders

and society, and report transparently on our progress. Our progress can be tracked by our

rankings in leading indices.

1st

We were the first breast-milk substitute manufacturer to be included in the FTSE4Good

Index, and have retained our place for five years.

2nd

We were ranked second out of 22 global food and beverage manufacturers in the 2016 Access

to Nutrition Index (ATNI)™.

1st

With an overall score of 92 out of 100 (pdf, 565Kb), we received industry-best scores in all

three dimensions (economic, environmental and social) of the 2016 Dow Jones

Sustainability Index (DJSI). The DJSI is a globally recognised independent benchmark that

measures the performance of the largest 2500 companies.

5th

We were ranked fifth in Fortune’s 2016 Change the World list, an annual ranking of 50

companies that are ‘doing well by doing good’.

A-

In October 2016, we received a ‘Leadership’ score of A- in the CDP Water Programme.

100A

In November 2016, we achieved a score of 100A in the Climate Disclosure Leadership

Indexfrom environmental sustainability ratings agency CDP.

2nd

Nestlé ranked second on Oxfam’s Behind the Brands scorecard in April 2016.

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History
1866–1900: Founding and early years

Henri Nestlé, a Swiss confectioner, was the founder of Nestlé and one of the main

creators of condensed milk.

The logo that Nestlé used until 1966

Nestlé's origins date back to the 1860s, when two separate Swiss enterprises were founded

that would later form the core of Nestlé. In the succeeding decades, the two competing

enterprises aggressively expanded their businesses throughout Europe and the United States.

In 1866, Charles Page (US consul to Switzerland) and George Page, brothers from Lee

County, Illinois, USA, established the Anglo-Swiss Condensed Milk Company in Cham,

Switzerland. Their first British operation was opened at Chippenham, Wiltshire, in 1873.

In 1867, in Vevey, Henri Nestlé developed milk-based baby food and soon began marketing

it. The following year saw Daniel Peter begin seven years of work perfecting his invention,

the milk chocolate manufacturing process. Nestlé was the crucial co-operation that Peter

needed to solve the problem of removing all the water from the milk added to his chocolate

28
and thus preventing the product from developing mildew. Henri Nestlé retired in 1875 but the

company, under new ownership, retained his name as Société Farine Lactée Henri Nestlé.

In 1877, Anglo-Swiss added milk-based baby foods to their products; in the following year,

the Nestlé Company added condensed milk to their portfolio, which made the firms direct

and fierce rivals. In 1879, Nestle merged with milk chocolate inventor Daniel Peter.

1901–1989: Mergers

Aleppo Nestle building Tilal street 1920s.

Certificate for 100 shares of the Nestlé and Anglo-Swiss Condensed Milk Co., issued 1.
November 1918

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In 1904, François-Louis Cailler, Charles Amédée Kohler, Daniel Peter, and Henri Nestlé

participated in the creation and development of Swiss chocolate, marketing the first chocolate

– milk Nestlé.

In 1905, the companies merged to become the Nestlé and Anglo-Swiss Condensed Milk

Company, retaining that name until 1947 when the name 'Nestlé Alimentana SA' was taken

as a result of the acquisition of Fabrique de Produits Maggi SA (founded 1884) and its

holding company, Alimentana SA, of Kempttal, Switzerland. Maggi was a major

manufacturer of soup mixes and related foodstuffs. The company's current name was adopted

in 1977. By the early 1900s, the company was operating factories in the United States, the

United Kingdom, Germany, and Spain. The First World Warcreated demand for dairy

products in the form of government contracts, and, by the end of the war, Nestlé's production

had more than doubled.

A 1915 advertisement for "Nestlés Food", an early infant formula

In January 1919, Nestlé bought two condensed milk plants in Oregon from the

company Geibisch and Joplin for $250,000. One was in Bandon, while the other was

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in Milwaukie. They expanded them considerably, processing 250,000 pounds of condensed

milk daily in the Bandon plant.

Nestlé felt the effects of the Second World War immediately. Profits dropped from

US$20 million in 1938 to US$6 million in 1939. Factories were established in developing

countries, particularly in Latin America. Ironically, the war helped with the introduction of

the company's newest product, Nescafé ("Nestlé's Coffee"), which became a staple drink of

the US military. Nestlé's production and sales rose in the wartime economy.

After the war, government contracts dried up, and consumers switched back to fresh milk.

However, Nestlé's management responded quickly, streamlining operations and reducing

debt. The 1920s saw Nestlé's first expansion into new products, with chocolate-manufacture

becoming the company's second most important activity. Louis Dapples was CEO till 1937

when succeeded by Édouard Muller till his death in 1948.

The end of World War II was the beginning of a dynamic phase for Nestlé. Growth

accelerated and numerous companies were acquired. In 1947 Nestlé merged with Maggi, a

manufacturer of seasonings and soups. Crosse & Blackwell followed in 1950, as

did Findus (1963), Libby's (1971), and Stouffer's (1973). Diversification came with a

shareholding in L'Oreal in 1974. In 1977, Nestlé made its second venture outside the food

industry, by acquiring Alcon Laboratories Inc.

In the 1980s, Nestlé's improved bottom line allowed the company to launch a new round of

acquisitions. Carnation was acquired for $3 billion in 1984 and brought the evaporated

milk brand, as well as Coffee-Mate and Friskies to Nestlé. The confectionery

company Rowntree Mackintosh was acquired in 1988 for $4.5 billion, which brought brands

such as Kit Kat, Smarties, and Aero.

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Our Websites and Social
Websites
Media Presence

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Baby & Me NESTLÉ Ceregrow™

MAGGI

MILKMAID

NESTLÉ Healthy Kids

Start Healthy Stay Healthy

NESTLÉ KITKAT

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 NESTLÉ India

Baby & Me

MAGGI

MAGGI

Creative Kitchen

faceb

ook

ALPINO

KITKAT

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 YouTube

NESTLÉ MUNCH

MILKMAID

NESCAFÉ

NESCAFÉ SUNRISE

Start Healthy Stay Healthy

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 NESTLÉ India

Meri MAGGI

MAGGI

Creative Kitchen

ALPINO

KITKAT

NESTLÉ MUNCH

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 Twitter

MILKMAID

NESCAFÉ SUNRISE

NESCAFÉ

Start Healthy Stay Healthy

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 NESTLÉ India

ALPINO

KITKAT

NESTLÉ MUNCH

NESCAFÉ

MAGGI

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Nestlé a+ Slim Milk
Instagram

Start Healthy Stay Healthy

Nestle India Care

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 Google +

KITKAT

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 NESTLÉ India

ALPINO

KITKAT

NESCAFÉ

MilkMaid

Maggi Creative Kitchen

MAGGI

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Start Healthy Stay Healthy Nescafe Sunrise

BRANDS

Milk Products and Nutrition

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 Beverages

Prepared Dishes and Cooking Aids

Chocolates and Confectionery

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MAGGI® Nutri-licious® Oats Noodles

Enjoy MAGGI® Nutri-licious® Oats Noodles which comes bursting with flavor and packed

with Veggies.

AD CAMPAIGNS

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 RESEARCH
METHODOLOGY

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 RESEARCH METHODOLOGY

Introduction of the problem: To study about Nestle products in India

Research design: Research design is simply the framework or plan for a study, Used

guide in collecting and analyzing data. For the study: for conducting the research I

selected the Descriptive research design.

Descriptive research design: Descriptive research is also called Statistical Research. The

main goal of this type of research is to describe the data and characteristics about what is

being studied. The idea behind this type of research is to study frequencies, averages, and

other statistical calculations. Although this research is highly accurate, it does not gather the

causes behind a situation. Descriptive research is mainly done when a researcher wants to

gain a better understanding of a topic. that is, analysis of the past as opposed to the future.

1. Sampling design:

I. Population:

Sampling unit is customers of FMCG

II. Sample size:

The sample size of the report is 50 customers

III. Sampling method:

Non probability sampling:

Non probability sampling is non-random and subjective i.e. each member does

not have a known non zero chance of being included. Types of non probability sampling:

46
  Convenience

In contrast, a random sample is one where the researcher insures (usually through the use

of random numbers applied to a list of the entire population) that each member of that

population has an equal probability of being selected. Random samples are an important

foundation of Statistics. Almost all of the mathematical theory upon which Statistics are

based rely on assumptions which are consistent with a random sample. This theory is

inconsistent with data collected from a convenience sample.

For the study: In this report non probability convenience sampling is used to conduct a

research.

Data collection method:

 Observation Method

 Interview Method

 Questionnaire Method

Primary data:

The primary data are those which are collected afresh and for the first time, and

thus happened to be original in character. There are several methods of collecting

primary data particularly in surveys.

For the study: Questionnaire method is used for collecting the data while conducting the

research.

Secondary data:

The secondary data are those which have already been collected by someone and

which have already been passed through the statistical process. Secondary data may

either be published data or un published data.

For the study: Internet is used for collecting the data while conducting the research.

47
USE AND IMPORTANCE
OF
TOPIC

48
 USE AND IMPORTANCE OF TOPIC

 This study will help to customer to know the performance of Nestle in market.

 This project will help those people to know about the company who are going to buy

products of Nestle

 This study will help to know the consumer perception towards Nestle

49
 ANALYSIS
OF
DATA AND FINDINGS

50
 ANALYSIS OF DATA AND FINDINGS

PERSONAL DATA

Q. A. AGE

Option Percentage
15-25 15%
25-35 45%
36-45 20%
46-more 20%
Table no. A

Group no. A

INTERPRETATION

This chart shown that 15% are 15-25 year age, 45% of respondents are 25 to 35 years age,

20% respondents are of 36 to 45 years and remaining 20% are of more then 45 years age

group.

51
Q- B. Qualification

Option Percentage
Under graduate 55%
Graduate 30%
Professional 15%
Table No. B

Graph No. B

INTERPRETATION

This chart shown that 55% of respondents are under graduate, 30% are of graduate and 15%

are professions

52
Q- C. Gender

Option Percentage
Male 68%
Female 32%
Table No. C

Graph No. C

INTERPRETATION

This chart shown that 68% of respondents are male and 32% are female .

53
Q1)Which is the most important factor that matters while buying a Nestle product?

Option Percentage
Quality 76%
Price 16%
Availability 8%

INTERPRETATION:
This chart shows that out of 100 respondent 76% respondents said that Quality, 16%
respondents said that Price & 8% respondents said that Availability the most important factor
that matters while buying a Nestle product.

54
Q2)Are you satisfied by the quality of the product?

Option Percentage
Yes 96%
No 4%

INTERPRETATION:
This chart shows that out of 100 respondent 96% respondents satisfied by the quality of the
product & 4% respondents dissatisfied by the quality of the product.

55
Q3)How often do you buy Nestle product?

Option Percentage
Daily 76%
Monthly 2%
Weekly 18%
Occasionally 4%

INTERPRETATION:
This chart shows that out of 100 respondent 76% respondents said that Daily, 2% respondents
said that Monthly, 18% respondents said that Weekly & 4% respondents said that
occasionally buy Nestle product.

56
Q4)Do you think the various schemes/promotional activities affect the purchase of Nestle

product?

Option Percentage
Yes 92%
No 8%

INTERPRETATION:
This chart shows that out of 100 respondent 92% respondents said that they think the various
schemes/promotional activities affect the purchase of Nestle product & 8% respondents said
that they don’t think the various schemes/promotional activities affect the purchase of Nestle
product.

57
Q5)Do you complain if you find any defect in the Nestle product?

Option Percentage
Yes 0%
No 100%

INTERPRETATION:
This chart shows that out of 100 respondent 100% respondents said that they don’t find
defect in Nestle product.

58
Q6)For what purpose you purchase Nestle product?

Option Percentage
Self Use 96%
Selling Purpose 4%

INTERPRETATION:
This chart shows that out of 100 respondent 96% respondents said that they purchases Nestle
product for self using & 4% respondents said that they purchases Nestle product for selling
purpose.

59
Q 7)Do you think the price of Nestle product is high as compared to competitors?

Option Percentage
Yes 64%
No 36%

INTERPRETATION:
This chart shows that out of 100 respondent 64% respondents said that they think the price of
Nestle product is high as compared to competitors & 36% respondents said that they don’t
think the price of Nestle product is high as compared to competitors.

60
Q8)How did you come to know about the Nestle product?

Option Percentage
By Friend/Family 12%
Direct Mailers 16%
Press Ads 40%
TV Ads 32%

INTERPRETATION:
This chart shows that out of 100 respondent 12% respondents said that they know about
Nestle product through friend/family, 16% respondents said that they know about Nestle
product through Direct mailers, 40% respondents said that they know about Nestle product
through press ads & 32% respondents said that they know about Nestle product through TV
ads.

61
Q9)Is Nestle Products good for health?

Option Percentage
Yes 56%
No 44%

INTERPRETATION:
This chart shows that out of 100 respondent 56% respondents said that Nestle Product is good
for health & 44% respondents said that Nestle Product is not good for health.

62
Q10)Would you like to use other brand?

Option Percentage
Yes 56%
No 44%

INTERPRETATION:
This chart shows that out of 100 respondent 56% respondents said that they like use to other
brand and 44% said they do not like to use other brand.

FINDINGS

63
 Maximum no. of the respondents said that Quality is most important factor

that matters while buying Nestle product.

 Maximum no. of the respondents satisfied with the quality of the product

 Maximum no. of the respondents said that daily buy Nestle product.

 Maximum no. of the respondents said that they think the various

schemes/promotional activities are affect to purchase of Nestle product

 All the respondents said that they don’t find defect in Nestle product.

 Maximum no. of the respondents said that they self using purchases Nestle

product

 Maximum no. of the respondents said that they think the price of Nestle

product is high compared competitors

 Maximum no. of the respondents said that Nestle Product is good for health

 Availability of the product in the outlet affect the consumer Buying Behaviour

and Customers prefer to see the product at the time of purchase that influences

purchase decision.
 During the survey it was found that most of the people are using products of

Nestle
 No customer was found dissatisfied with the products of Nestle.
 Customer buys products from the reference of their friends and relatives.
 Customers see quality and taste of the products while purchasing.
 Customer compare the products prices with others competitive products.

64
CONCLUSION

65
 CONCLUSION
After going thick on the thing now time is to make complete picture Nestle is the market

leader in the field of Consumer products. Nestle has been very successful in its strategy of

upgrading the consumer in the mobile business segment. Nestle has made sure that it makes

its consumers move up the product chain by introducing same products to the new customers.

They are referring same to others because it has good quality of products and best in the taste.

Mostly respondents prefer Branded Product. Many respondents are buying this product by

brand name. Fewer respondents are purchase once in a month, Mostly respondents are use in

every day Nestle product, some respondents purchase this brand by Friends and some

respondents are preference of brand by brand name

Nestle is the market leader in the field of Consumer products. Nestle has been very successful

in its strategy of upgrading the consumer in the mobile business segment. Nestle has made

sure that it makes its consumers move up the product chain by introducing same products to

the new customers. They are referring same to others because it has good quality of products

and best in the taste. Mostly respondents prefer Branded Product. Many respondents are

buying this product by brand name. Fewer respondents are purchase once in a month, Mostly

respondents are use in every day Nestle product, some respondents purchase this brand by

Friends and some respondents are preference of brand by brand name so that we can say after

the study that respondents are highly satisfied with Nestle products.

66
SUGGESTIONS

67
 SUGGESTIONS
 In case of price, price of products should not be too high. Marketer should follow

the strategy of ‘Good quality and services in fewer prices’. That can attract

customers.

 More intense research works should be initiated, studying the specific needs and

attributes sorted by the customer for different kinds of product categories.

 Company should come with some good and tasty products to make the customer

satisfied.

 Company should move towards the good customer relations so company should

plan for the customer relationship management.

 Nestle should make such strategies which suits the company’s name and brand.

Nestle is already having a good brand image.

 Customer care should be more active and should be fully equipped with the all

relevant information

68
LIMITATIONS

69
 LIMITATIONS
1. Error may be there in recording or transferring information from secondary sources.

2. Difficulties in the identification of the sources.

3. It is difficult to measure the degree of approximation used in the collection of information

as well as the competency of the investigator in motivating the persons to supply the

desired information.

4. Personal survey method is highly expensive as well as highly time consuming.

5. Time factor is main limitations.

6. People were hesitating to give interview

70
BIBLIOGRAPHY

71
 BIBLIOGRAPHY

Books:

 Kothari C.R., Research Methodology- Methods and techniques, new age international

publishers, 2007, 2nd edition, pp. 26, 95, 111.

 Malhotra, Naresh K., Marketing Research, An Applied Orientation, Fourth Edition,

Pearson Prentice Hall, 2005, Part II, pp. 71-340.

 Kotlar Philip, Marketing Management, Pren Tice-hall of India PVT. LTD., New

Delhi, Ninth Edition (2002). P.P. 56,57,58.

Websites:

 www.nestle.com

 www.indiamart.com/nestlemilkfoods/

 en.wikipedia.org/wiki/Customer_satisfaction

72
ANNEXURE

73
 QUESTIONNAIRE

Dear respondent,

I am the student of Shree Satya College of Higher Education (Moradabad) conducting

a survey on “To study the market position of Nestle products”. Kindly spare few minutes
to fill up this questionnaire. Any information provided by you will be used for academic
purpose only.

RESPONDENT PROFILE

 Name of the respondent :................................................................................................

 Residential/ office address :............................................................................................
........................................................................................................................................
........................................................................................................................................
 Contact no. :..................................................................................................................
 Age group of the respondent : 15-25 ( ) 25-35 ( ) 35-45 ( ) 45 or More( )
 Education/ qualification: .............................................................................................
 Occupation :.................................................................................................................
 Designation :................................................................................................................

Q1)Which is the most important factor that matters while buying a Nestle product?

a)Quality b)Price c)Availability

Q2)Are you satisfied by the quality of the product?

a)Yes b)No

Q3)How often do you buy Nestle product?

a)Daily b)Monthly c)Weekly d)Occasionally

Q4)Do you think the various schemes/promotional activities affect the purchase of Nestle

product?

a)Yes b)No

Q5)Do you complain if you find any defect in the Nestle product?

a)Yes b)No

Q6)For what do you purchase Nestle product?

a)Self use b)Selling purpose

74
Q 7)Do you think the price of Nestle product is high as compared to competitors?

a)Yes b)No

Q8)How did you come to know about the Nestle product?

a)By friend/family b)Direct mailers c)Press ads d)T.V ads

Q9)Is Nestle Products good for health?

a)Yes b)No

Q10)Would you like to use other brand?

a)Yes b)No

Signature
Thank You

75