Nestle Marketing Research Project

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 ood................................................................................................................... - ! -
"re#ared Meals........................................................................................................... - ! -
Break ast Cereals...................................................................................................... - ! -
Chocolates $ Con%ectionary........................................................................................ - ! -
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 -
&he'an All "ure......................................................................................................... - () -
Minute Maid.............................................................................................................. - () -
*aleeb +ood Day...................................................................................................... - () -
.!. IN"ORMATION NEEDS...........................................................................- ! -
SYNOPSIS....................................................................................................- ! -
RESEARCH #UESTION...................................................................................- -
6.!. HYPOTHESIS.........................................................................................- -
7.!. RESEARCH OB$ECTI%E............................................................................- & -
EXPLORATORY RESEARCH.............................................................................- ' -
FOCUS GROUPS................................................................................................................. - 14 -
Details ,% irst ocus +rou#...................................................................................... - (- -
Details ,% &econd ocus +rou#.................................................................................- (- -
Details ,% .hird ocus +rou#..................................................................................... - (- -
/uestions to Be Asked During ocus +rou# Discussion.............................................- (5 -
IN-DEPTH INTERVIEWS......................................................................................................... - 15 -
"ro#osed 0ntervie1ee (............................................................................................. - (! -
"ro#osed 0ntervie1ee 2............................................................................................. - (! -
"ro#osed 0ntervie1ee 3............................................................................................. - (! -
/uestions .o Be Asked ro4 Manage4ent...............................................................- (! -
1
/uestions .o Be Asked %ro4 5etailers and Wholesalers............................................- (6 -
LITERATURE SEARCH........................................................................................................... - 17 -
*aleeb +ood Day...................................................................................................... - (7 -
&he'an All "ure......................................................................................................... - (7 -
"OCUS GROUPS DETAILS..............................................................................- 8 -
GOALS TO E ACHIEVED THROUGH FOCUS GROUP....................................................................- 18 -
PROCEDURE USED TO PLAN FOCUS GROUP..............................................................................- 19 -
REASON FOR CONDUCTING THREE FOCUS GROUPS..................................................................- 19 -
"OCUS GROUP ...........................................................................................- &! -
!EY FINDINGS OF FOCUS GROUP 1....................................................................................... - "0 -
"OCUS GROUP &...........................................................................................- && -
!EY FINDINGS OF FOCUS GROUP "....................................................................................... - "" -
"OCUS GROUP '...........................................................................................- &( -
!EY FINDINGS OF FOCUS GROUP #....................................................................................... - "5 -
SUMMARY OF FOCUS GROUP FINDINGS..................................................................................- "6 -
LIMITATIONS OF FINDINGS................................................................................................... - "7 -
IN-DEPTH INTER%IE)S.................................................................................- &7 -
INTERVIEW $ 1................................................................................................................. - "7 -
5esults o% 0ntervie1 Conducted At N8&.98...............................................................- 26 -
INTERVIEW $ "................................................................................................................. - "9 -
indings ,% 0ntervie1 Conducted At A9 A.A*...........................................................- 2: -
INTERVIEW $ #................................................................................................................. - #0 -
indings ,% 0ntervie1 Conducted At *;B...................................................................- 3) -
INTERVIEW $ 4................................................................................................................. - #0 -
indings ,% 0ntervie1 Conducted At Metro................................................................- 3( -
INTERVIEW $ 5................................................................................................................. - #1 -
indings ,% 0ntervie1 Conducted At &4all 5etailers..................................................- 3( -
SUMMARY......................................................................................................................... - #1 -
INTERVIEW $ 6................................................................................................................. - #1 -
indings o% 0ntervie1 Conducted At N8&.98..............................................................- 32 -
LITERATURE SEARCH....................................................................................- '& -
Minute Maid.............................................................................................................. - 33 -
*aleeb +ood Day...................................................................................................... - 33 -
&he'an All "ure......................................................................................................... - 33 -
DATA COLLECTION........................................................................................- '( -
SUR%EY METHODOLOGY...............................................................................- '( -
CONSUMER ANALYSIS...................................................................................- '7 -
ANALYSIS OF RESPONSES TO GENERAL %UESTIONS..................................................................- #7 -
+ender...................................................................................................................... - 36 -
Age............................................................................................................................ - 37 -
5esidential Area........................................................................................................ - 3: -
0nco4e Bracket......................................................................................................... - -) -
Degree o% 9iking Nestle Juice..................................................................................... - -( -
What lavor do you 9ike .he Most.............................................................................- -2 -
"rice.......................................................................................................................... - -3 -
"ackaging.................................................................................................................. - -- -
/uality...................................................................................................................... - -5 -
2
.aste......................................................................................................................... - -! -
&ugar Content........................................................................................................... - -6 -
Advertis4ent............................................................................................................. - -7 -
A##ealing Advertise4ent.......................................................................................... - -: -
re<uency o% Consu4ing Nestle ,range Juice...........................................................- 5) -
"urchase o% Juices..................................................................................................... - 5( -
re<uescy ,% Consu4ing on Daily Basis...................................................................- 52 -
Choice o% Barand 0% Nestle ,range Juice 0s Not Available...........................................- 53 -
9atest Add o% Nestle ,range Juice.............................................................................- 5- -
CONCLUSION..................................................................................................................... - 55 -
CROSS TAS..................................................................................................................... - 56 -
88C. , 0NC,M8 ,N C,N&=M".0,N , J=0C8......................................................- 5! -
A&'()*+*............................................................................................................................... - 56 -
R,*-(.*................................................................................................................................. - 57 -
8>ect ,% +ender ,n Degree ,% 9iking Nestle ,range Juice.......................................- 56 -
A&'()*+*............................................................................................................................... - 57 -
R,*-(.*................................................................................................................................. - 58 -
8>ect ,% Age ,n Consu4#tion ,% Nestle ,range Juice.............................................- 57 -
A&'()*+*............................................................................................................................... - 59 -
R,*-(.*................................................................................................................................. - 60 -
8>ect ,% .aste ,n Consu4#tion ,% Nestle ,range Juice...........................................- !) -
A&'()*+*............................................................................................................................... - 61 -
R,*-(.*................................................................................................................................. - 6" -
8>ect ,% "rice ,n Consu4#tion ,% Nestle ,range Juice............................................- !2 -
A&'()*+*............................................................................................................................... - 6# -
R,*-(.*................................................................................................................................. - 6# -
8>ect ,% Advertise4ent ,n Consu4#tion ,% Nestle ,range Juice............................- !3 -
A&'()*+*............................................................................................................................... - 64 -
R,*-(.*................................................................................................................................. - 65 -
8>ect ,% 9iking Nestle Juice ,n 9iking Nestle ,range Juice.......................................- !5 -
A&'()*+*............................................................................................................................... - 66 -
R,*-(.*................................................................................................................................. - 67 -
8>ect ,% .aste on Degree o% 9iking &he'an...............................................................- !6 -
A&'()*+*............................................................................................................................... - 68 -
R,*-(.*................................................................................................................................. - 69 -
&atis%action o% Consu4ers 1ith the "ackaging o% Nestle ,range Juice......................- !: -
A&'()*+*............................................................................................................................... - 70 -
R,*-(.*................................................................................................................................. - 70 -
RETAILER ANALYSIS......................................................................................- 7 -
ANALYSIS OF RESPONSES TO GENERAL %UESTIONS..................................................................- 71 -
9ocation ,% 5etailers................................................................................................. - 6( -
Degree ,% &atis%action 1ith "ackaging ,% Nestle ,range Juice.................................- 62 -
Ma?or Co4#etitors o% Nestle ,range Juice.................................................................- 63 -
Duration in 5etail Business....................................................................................... - 6- -
5egular &u##ly ,% Nestle ,range Juice.....................................................................- 65 -
A>ect o% "rice Change ,n &ales................................................................................- 6! -
N8&.98 C*09985&...................................................................................................... - 66 -
"ackaging o% Nestle Juices 1hich sells the 4ost........................................................- 67 -
CONCLUSION................................................................................................................. - 79 -
CROSS TAS..................................................................................................................... - 80 -
"re%erence o% 5etailers .o &tock Nestle ,range Juice................................................- 7) -
"re%erence By 5etailers to &tock &he'an ,range Juice..............................................- 7( -
R,*-(.*................................................................................................................................. - 8" -
"re%erence By 5etailers to &tock Minute Maid Juice...................................................- 73 -
A&'()*+*............................................................................................................................... - 8# -
R,*-(.*................................................................................................................................. - 84 -
3
RELATION OF ADVERTISEMENT WITH SALE OF NESTLE ORANGE /UICE..........................................- 84 -
A&'()*+*............................................................................................................................... - 85 -
R,*-(.0.................................................................................................................................. - 85 -
8>ect o% &ales o% Nestle ,range Juice ,n "ro@t Margin.............................................- 75 -
A&'()*+*............................................................................................................................... - 86 -
R,*-(.*................................................................................................................................. - 86 -
8>ect o% &ales o% &he'an ,range Juice ,n "ro@t Margin...........................................- 76 -
A&'()*+*............................................................................................................................... - 87 -
8>ect ,% "rice Change ,n "ro@t Margin o% Nestle ,range Juice................................- 77 -
A&'()*+*............................................................................................................................... - 89 -
R,*-(.*................................................................................................................................. - 89 -
LIMITATION..................................................................................................- 9! -
RECOMMENDATION......................................................................................- 9! -
CONCLUSION................................................................................................- 9 -
CONCLUSION................................................................................................- 9 -
CONSUMER #UESTIONNAIRE.........................................................................- 9' -
RETAILER #UESTIONNAIRE............................................................................- 98 -
RE"ERENCES..............................................................................................- !8 -
4
ORGANIZATIONAL HISTORY
Nestl is a multinational packaged food company founded and headquartered in !it"erland# $t
resulted from a merger in 1%&' (et!een the )nglo-!iss Milk *ompany for milk products
esta(lished in 1+,, and the -arine .acte /enri Nestl *ompany set up in 1+,0#
1he *ompany is engaged in manufacturing2 processing and sale of food products in 3akistan#
1he company offers milk2 dairy2 and chilled dairy products2 including 4/1 milk2 yogurt2 raita2
ghee2 and cream5 (e6erages2 such as coffee2 7uices2 and instant drinks5 and (ottled !ater in non-
returna(le and (ulk (ottles for home and office deli6ery# $t also offers infant cereals5 prepared
meals2 such as noodles5 (reakfast cereals5 and mints2 chocolates2 and confectionery and culinary
products#
1he company2 formerly kno!n as Nestle Milkpak2 .td#2 !as founded in 1%0% and is (ased in
.ahore2 3akistan# Nestle 3akistan .imited is a su(sidiary of Nestle #)# $t operates in
heikhupura2 8a(ari!ala2 $slama(ad and 8arachi#
PRODUCTS
MILK, DAIRY AND CHILLED DAIRY
Nestle Nes6ita
Nido
Neslac
96eryday
:ogurt
-ruit :ogurt
Raita
Milk 3ak *ream
Milk 3ak ;esi <hee
BEVERAGES
BOTTLED WATER
Nestle pure life
NESTLE 1UICES
-ruita 6ital
<ua6a
*honsa =mango>
Mango orange
'
Mango
)pple
?range
Red <rape
3ineapple
BABY FOOD
*erelac
PREPARED MEALS
Maggie 2Minutes Noodles
BREAK FAST CEREALS
Nestle *ornflakes
Nestle 8okocrunch
Nestle /oney tars2
CHOCOLATES & CONFECTIONARY
Nestle 8itakat and 8itakat *hunky
CURRENT SITUATION
1he main aim of Nestle is to reach e6ery single 3akistani# Nestle currently launched a ne!
fla6ored 7uice in 3akistan that is Nestle <u6a6a in 2&&+#1he profit and net profit margins
remained sta(le# ?6erall profit margin sho!ed a slight increase (ut a slight decline in gross
profit margin !as !itnessed.
PROBLEM STATEMENT
To know the reason of decline in sales of Nestle orange juice
SALES GROWTH
Nestle orange 7uice has (een a flagship (rand of Nestle 7uices since years# /o!e6er2 their sales
declined to -1 @ as compared to last year#
,
Last year growth in sales This year growth in sales
2&@ -1@
)s per the meeting !ith the Arand manager 7uices2 !e got an insight a(out customer
attitude2 competitors2 product de6elopment etc#
1otal contri(ution of orange 7uice is 2&@ to re6enue in the 7uices category5 ho!e6er the
o6erall market share of 7uices is ,&@#
CUSTOMER ATTITUDES
1he main concern that the consumerBs of Nestle ?range 7uices ha6e regarding the 7uice is related
to the purity of the 7uice# 1he factor and the feature that they are most concerned !ith is that is
the 7uice 1&&@ pure and healthyC
1he responses of prior studies re6ealD
3eople actually think that fruit 7uices are not that great for them (ecause of the fructose
=fruit sugar># 1hey think that !hen this frustose is processed its pure sugar gets
19RR$A.9 for their health# o the solution to them is that if they !ant to ha6e a taste of
orange they should try ha6ing an actual orange (ecause the fi(er in the pulp skin and
roughage !ill slo! the a(sor(tion of the fructose#
)nother group of poeple suggests that instead of ha6ing packed 7uices one should go for
natural ones !ith pulp and fi(re etc# 1hey think that2 that is much (etter for their health#
?nly !hen one is in hurry one should go for processed 7uices#
:et another really infleEi(le lot thinks that 7uices are made from concentrated stuff !hich
as per them is not healthy at all#o they should al!ays go for fresh 7ucies regarless of the
fact that they are in a hurry or not# )nd if they cannot get hold of fresh 7uices2 they should
skip 7uices altogether#
)s per the staff of Nestle2 poeple are getting di6erted to!ards imported drink !hich
includes orange 7uices as !ell# )s people are getting more health conscious2 they are
!illing to spend more on their health and thus are !illing to purchase imported 7uices
regardless of the cost factor# 3eople recei6e Nestle 7uices to (e (etter than imported
7uices#
NESTL`S CONCERN
-or Nestle2 in their 7uices category2 Nestle ?range has (een their flagship (rand since its
introduction in the market# )s mentioned earlier2 the total contri(ution of orange 7uice for Nestle
has (een 2&@ until last year# /o!e6er2 due to changes in consumerBs attitudes2 for some reason
or the other2 the sales drastically decreased from 2&@ to negati6e 1@ from last year to current
0
year# 1his has (een a ma7or area of concern for the organi"ation2 its top management and all
su(sequent lo!er le6el staff# 3eople at Nestle are really looking to!ards finding !ays to (ring
their flagship (rand (ack to the position it !as holding for years#
Fe discussed se6eral issues !ith them to get started
!ith our research and to kno! !hat actually could
(e the reason (ehind declining sales2 the results of
the discussion !ereD
Nestle orange 7uice has al!ays (een the
leading 7uice among all a6aila(le nestle
fla6ors2 it sho!ed leading sales# /o!e6er2
this year the leading sales !ere taken (y
apple 7uice#
1here !ere no quality issues !ith Nestle
?range 7uice2 so it !as surprising for the
7uices team to see negati6e sales# 1he a6aila(ility of ?range Juice !as perfect and there
!as not any such 7uice launched !hich could take a!ay the share from orange 7uice2 nor
there !ere any ne! competitors#
)ccording to the manager2 (eing the pure orange 7uice !ith no artificial fla6or2 and
further added 6itamin * should ha6e impro6ed the sales# /o!e6er this !as not !hat
actually happened#
MARKETING MIX
1he Marketing en6ironment at Nestle focuses on the principle of satisfying consumer needs# 1he
o6erall trust of consumers in NestlBs (rands and products comes from a quality image that has
(een continuously strengthened for o6er 13& years#
Nestl stri6es to increase this trust through its commitment to en6ironmentally sound (usiness
practices# -or this purpose NestleD
Aases en6ironmental claims in ad6ertising2 promotional material2 la(eling and corporate
communications on solid scientific e6idence5
selects materials and printing methods for merchandising materials such asD
o consumer offers2
o in-store promotions2
o ;isplaying materials2 leaflets and printed materials in light of en6ironmental
considerations#
PRODUCT
Nestle ?range 7uice
-lagship (rand =num(er 1 (rand in 7uices>
+
1&&@ pure2 no preser6ati6es2 no artificial fla6or added
PRICE
1&&& ml Rs# 0'
2&& ml Rs# 1+
PLACE
)6aila(le at all ma7or cities such as
o .ahore
o $slama(ad
o Multan
o -aisala(ad
o <u7ran!ala
o 8arachi
PROMOTION
$n order to promote their products Nestle Juices uses the follo!ing medium#
o Aill (oards
o )(o6e 1he .ine
o Aelo! 1he .ine
TARGET MARKET
1he target market of Nestle 7uices includesD
Aoth male and female (et!een the age group of 1%-31
/ealth conscious people
ocio eco class 9* ) and A
4r(an areas
*areer oriented and life starters
COMPETITORS
he"an )ll 3ure
/alee( <ood ;ay
Minute Maid =*oco *ola>
%
?ther imported (rands
1&
COMPETITOR ANALYSIS
SHEZAN ALL PURE
3rice =2'&ml> G Rs# 1&
3rice =1&&& ml> G Rs# ,&
MINUTE MAID
mall Aottle G Rs# 3'
.arge Aottle G Rs# %&
HALEEB GOOD DAY
3rice G Rs# 12
11.0. INFORMATION NEEDS
Fe 6isited Nestle and inter6ie!ed Miss Aeenish 3er6ai" =Arand Manager2 Nestle Juices>2 to get
the information regarding the product in !hich company is currently facing pro(lem# he told us
a(out the declining sales of Nestle ?range Juice and asked us to pro6ide the company the
follo!ing informationD
tudy of specific areas !hich are the root cause of decline in sales
1o find the eEact information regarding consumer Hs taste and preferences
)!areness of the (rand in 6arious socio economic classes and geographical areas
1o identify the correct target market
Fhat strategies competitors are using and ho! that can (e tackled
1o find if there is pro(lem !ith ad6ertisement and promotion#
3roduct quality
SYNOPSIS
Nestl is one of the !orldBs largest nutrition *ompany in 3akistan# $t is catering milk products2
(e6erages2 food items2 (ottled !ater2 7uices2 and (reakfast and confectionary items# 8eeping the
market taste in 6ie! Nestle has recently launched a ne! fla6ored 7uice product in 3akistan called
<ua6a#
Nestle orange 7uice is the finest and 1&&@ pure orange 7uice among all other (rands and itBs a
flagship (rand among other Nestle 7uices# 1he price of Nestle ?range 7uice is competiti6e and
they are using all sorts of ad6ertisement material and concepts to target their markrt# 1heir ms7or
competitors are he"an )ll pure2 /alee( <ood ;ay and other imported (rands#
11
1he market share of Nestle orange 7uice is ,&@# 1he research pro(lem that !e !ere told (y the
*ompany !as to kno! the reason of decline in sales of Nestle orange 7uice in 3akistan# Nestle
orange 7uice (eing the flagship (rand sho!ed declining sales this year !hich !as the main area
of concern for the *ompany# 1he sales gro!th declined from 2&@ to -1@ !ithin this year#
1he information needed to sol6e the research pro(lem included information regarding marketing
miE2 competitors2 customer taste preferences and lifestyles etc#

RESEARCH QUESTION
?ur research o(7ecti6es !ill also include some questions through !hich !e !ill try to sol6e our
research pro(lem#
1# /o! important is the taste of Nestle ?range Juice important for the customerC
2# /o! much consumers are !iling to pay for Nestle ?range JuiceC
3# /o! much the ad6ertising campaign influences the purchase decision of the consumerC
4# Fhat is the a!areness le6el of Nestle ?range Juice among consumersC
'# /o! strong are competitors in creating loyalty among their target marketC
6.0. HYPOTHESIS
1he hypothesis that !as formulated (ased on our research question are as follo!sD
/ousehold income has significant impact on the consumption of Juices#
) significant relationship eEists (et!een gender and degree of liking of Nestle ?range
Juice
) significant relationship eEists (et!een age and consumption of
Nestle ?range Juice
12
ignificant relationship eEists (et!een the 1aste of Nestle ?range Juice and consumption
of Nestle ?range Juice.
ignificant relationship eEists (et!een the 3rice of Nestle ?range Juice and consumption
of Nestle ?range Juice.
ignificant relationship eEists (et!een the )ppealing )d6ertisement of Nestle ?range
Juice and consumption of Nestle ?range Juice.
;egree of liking Nestle 7uice has any impact on the degree of liking Nestle orange 7uice#
) significant relationship eEists (et!een 1aste and ;egree of liking he"an 7uice#
) significant relationship eEists (et!een the degree of satisfaction of consumers !ith the
packaging of the Nestle ?range 7uice#
) significant relationship eEists (et!een Nestle (rand 7uices and preference to stock then
(y the Retailers.
1here is a significant relationship (et!een sales and appealing ad6ertisement of Nestle
?range Juice#
) significant relationship eEists (et!een the sales and the profit margin of Nestle ?range
Juice
) significant relationship eEists (et!een the price of the 7uice and the profit margin of
Nestle ?range Juice
7.0. RESEARCH OB1ECTIVE
1he research o(7ecti6es of our pro7ect are as follo!sD
1o kno! the (uying preferences and purchasing ha(its of consumers (uying Nestle
?range 7uice#
1o understand consumers taste preferences5 as people
tend to like s!eet 7uices in 3akistan rather than (itter
pure orange taste#
1o analy"e ne! competitors in the market to see !hether
they affect the sales of Nestle ?range Juices#
1o analy"e the effecti6eness of promotion
campaign of Nestle ?range Juice on consumers#
1o determine consumer a!areness a(out the product
1o analy"e the process of distri(ution of Nestle 7uices and its a6aila(ility in the market#
1o determine quality of Nestle ?range Juice#
13
1o collect specified product performance data for identifying retailersB strengths and
!eakness !hich could ser6e as indicator for e6aluating the performance of the upply
*hain of Nestle ?range 7uice#
EXPLORATORY RESEARCH
Nestle 7uices has pro6ided us the (asis of their research concern to identify reasons (ehind the
decline in the sales of Nestle orange 7uice in particular# 9Eploratory
research !ill help us identify the research hypotheses# /ence2 it is
of our (enefit to start off the research process (y conducting
eEploratory research# *urrently !e ha6e three general hypotheses
from !hich !e ha6e to esta(lish priorities (y eEploring and
de6eloping relationships (et!een different 6aria(les#
4nder the eEploratory research !e !ill ha6e to conduct
1# -ocus groups2
2# $n-depth inter6ie!s and
3# .iterature re6ie!#
14
/ouse!i6es
FOCUS GROUPS
1he purpose of conducting focus groups for our research pro7ect is to get an in depth insight of
the pro(lems associated !ith the decline in sales of Nestle orange 7uice# 1heir 6ie!s and
opinions a(out the taste preferences of the consumers !ill (e eEposed to us during the !hole
focus group sessions# $nformation regarding emerging competitors2 changes in the marketing
strategy2 changes in (uying preferences and other possi(le reasons !hich resulted in the decline
in sales of nestle orange 7uice !ill (e eEtracted out#
) total of three focus groups ha6e (een planned in order to eEchange ideas regarding reasons of
decline in sales of nestle orange 7uice# 1he mem(ers of one focus group !ill (e composed of
1# )ge group 2& - 2'#
2# )ge <roup 2, - 31#
3# /ouse!i6esI!orking !omen
Fe ha6e selected t!o different focus groups !ith age (rackets of 2&-2' and 2,-31 so as t!o
kno! that !hether the decline in sales is due to changes in taste preference !ith age# There may
(e a difference of attitude !ith maturity (et!een someone !ho is 2& and someone !ho is of 3&
years of age# 1he third focus group !e !ill conduct is !ith !omen so as to kno! the household
consumption#
DETAILS OF FIRST FOCUS GROUP
1here !ill (e 0-1& participants in first group2 (oth male and female# 1he reason (ehind the
selection of participants in the first focus group (et!een the age group of 2&-2' is (ecause this
group consumer includes young professionals2 students and young home makers# 1he
participants in their early t!enties ha6e a different approach to!ards life2 as compared to
participants in late t!enties#
Fe ha6e decided to carry out the focus groups so as to ha6e a deep insight of the pro(lem in
different areas and in different age groups of people#

DETAILS OF SECOND FOCUS GROUP
1here !ill (e 0-1& participants in second group# 1he indi6iduals in this focus group ha6e entered
into their professional life and are married# 1hey ha6e different taste preferences as compared to
indi6iduals in their early t!enties#
DETAILS OF THIRD FOCUS GROUP
1he third focus group !ould (e conducted !ith !omen only2 prefera(ly include house!i6es or
!orking# 1his !ill help us understand the household consumption of Nestle ?range Juice#
1'
QUESTIONS TO BE ASKED DURING FOCUS GROUP DISCUSSION
;etails of questions to (e asked in focus groupD
1# ;o you drink packaged 7uiceC
2# Fhich -la6or do you (uyC
3# Fhat is your second choice of fla6orC
4# Fhich (rand do you (uyC
'# Fhat is your second choice of (randC
,# Fhy do you (uy your preferred (randC
0# Fhich appeals you the most !hen you (uy a 7uiceC
+# Fhich si"e do you prefer (uying2 1&&& ml or 2&& mlC
%# Fhat is the most important attri(ute !hen you purchase a 7uiceC
1&# Fhat are your likes and dislikes !hile purchasing orange 7uiceC
11# Fhat is your consumption (eha6ior =i#e# you prefer in (reakfast2 lunch or dinner>
12# Fhat do you like the (est in orange 7uiceC
13# Fhat are your reasons for usage of the appropriate (rand of orange 7uiceC
a# 9motional =Juality>
(# ensory =taste2 smell etc#>
c# -unctional =healthy2 nutritious etc#>
14# /a6e you recently s!itched to another (randC $f so2 !hyC
1'# Fhat differences do you find in (oth the (randsC
1,# Fhere do you purchase 7uice fromC
IN-DEPTH INTERVIEWS
$n-depth inter6ie!s !ere conducted to get the insight of retailers and consumers !ho are directly
or indirectly influencing the le6el of sales of nestle orange 7uice# $nter6ie!s !ere taken
collecti6ely (y all of the group mem(ers# <roup leader introduced the o(7ecti6e of the
inter6ie!s and started off !ith the discussion question# Juestions !ere directed to!ards
eEtracting as much information as possi(le regarding our proposed hypotheses#
$nformal and unstructured inter6ie!s !ere conducted !ith the management of the company i#e#2
sales manager2 product manager and sales representati6es2 !holesalers2 retailers etc#
PROPOSED INTERVIEWEE 1
Aeenish 3er6ai"
Arand Manger =Ae6erages>
Nestle 3akistan
Purpose: Aeing the Arand Manger Aeenish can gi6e us an insight of the past and present
situation of Nestle 7uices#
1,
?8 tore
2-42 *ommercial )rea
;/)2 .ahore#
Purpose: Retailers ha6e direct interactions !ith the consumers of Nestle orange 7uice so they can
take direct customer feed(ack#
/8A
:-Alock2 *ommercial )rea
;/)2 .ahore
Purpose: $nter6ie! of retailers !as conducted to understand the sales side of Nestle ?range
Juice directly from the retailer as the retailer is the one !ho is directly in6ol6e in the sale of the
product !ith the customer#
QUESTIONS TO BE ASKED FROM MANAGEMENT
1# Fhat is the current market share of Nestle orange 7uiceC
2# $s sale of orange 7uice stagnant or decliningC
3# )re you impro6ing2 re-launching a ne! strategy to cope !ith the situationC
4# )ccording to you !hen did the phase of decline startedC
'# $s the 6alue deli6ery net!ork properly o(ser6edC
,# $s performance of sales representati6es e6aluatedC
0# Fhat is the sales gro!th rate of Nestle orange 7uice as compared to last yearC
+# ;oes en6ironmental condition =summers2 !inters etc#> affect your salesC
%# $s Nestle orange 7uice production affected (y the ne! launch (y a competitorC
1&# ;o health conscious people consume more Nestle orange 7uiceC $f yes2 than !hyC
11# $s orange 7uice recommended (y the doctors or health consultantsC
12# )re health conscious people concerned a(out the high price of Nestle orange 7uiceC
10
QUESTIONS TO BE ASKED FROM RETAILERS AND WHOLESALERS
1# Fhat is the maEimum shelf life of Nestle orange 7uiceC
2# $s Nestle orange 7uice ha6ing competiti6e pricesC
3# ;oes any consumer complaint a(out the quantity of Nestle orange 7uiceC
4# ;oes company do in-store ad6ertisementC
'# $s any special shelf placement is requested (y the companyC
,# /o! many !holesalers net!ork are (eing dealtC
0# :ou earn more profit on (uying Nestle orange 7uice from !holesalers or direct from the
companyC
LITERATURE SEARCH
-or our pro7ect .iterature search is one of the key eEploratory studies that !e conducted2 in fact
literature search !as the 6ery initial study that !e (egan our pro7ect !ith#
$nitially right after !e disco6ered our underlying pro(lem2 for !hich !e are conducting this
marketing research2 !e started up !ith gathering data and statistics a(out the company i#e#2
Nestle itself# Fe used mostly the !e( for this purpose# 1he !e(site that turned out to (e most
helpful as far as gathering information of nestle !as concerned !as !!!#nestle#com#pk
)fter !e got familiar !ith the company and its product line !e mo6ed on to gathering
information a(out our concerned product that is Nestle orange 7uice# Fe !ill gather statistical
data2 study (alance sheets and income statements and other financial reports that !e !ill find out
on the !e(# 1he most helpful document that !e disco6ered !as the annual report of Nestle for
the year 2&&0# )s $t had sales records of paste years !hich ga6e us an insight of trends of
re6enue#
Fe !ill also collect a fe! (rochures that Nestle 3akistan has printed and these (rochures and
pamphlets !e !ill collect from Nestle office located in .ahore# 1he material and details printed
on these (rochures etc shall also (e of a great help and shall pro6e to (e an important source for
us for understanding the company2 as it may help us analy"e !hether they are ha6ing an
attracti6e marketing miE or not2 !hich may help us in analy"ing our pro(lem#
)nother ma7or area that literature search helped us !ith is gathering data regarding the
competitors# ?n the !e( !e found out !ho are the competitors of nestle in its 7uices line and
more precisely in its orange 7uice# .iterature search re6ealed that a fe! of our ma7or competitors
areD
he"an )ll pure
1+
/alee( <ood ;ay
HALEEB GOOD DAY
/alee( <ood ;ay offers 1&&@ pure orange 7uices !ithout any added sugar2 fla6ors or
preser6ati6es# /alee( <ood ;ay orange 7uice gi6es the consumers the a(solute delight in taste2
and re6itali"es them at the same time# $t is packed in a ,-layered 1etra 3ack Arick )septic
packaging#
SHEZAN ALL PURE
he"an )ll 3ure 7uices enrich our senses !ith the fresh taste of 1&&@ pure orange 7uice# ) sip of
)ll 3ure helps our taste (uds em(ark on a magical 7ourney filled !ith the s!eetest fruit
sensations#
FOCUS GROUPS DETAILS
GOALS TO BE ACHIEVED THROUGH FOCUS GROUP
<oals to (e achie6ed through focus group discussion are the follo!ing2 !hich !ill help us in
analy"ing the different factors that ha6e attri(uted to decline in sales of Nestle ?range Juice#
1o understand consumers taste preferences#
1o analy"e the effecti6eness of promotion campaign on consumers#
1o determine consumer a!areness a(out the product
1o determine quality of Nestle ?range Juice#
1o kno! !hy consumer are s!itching to competitors (rand
1!o focus groups !ere conducted !ith different consumers2 !ho ga6e us an insight of their likes
and dislike a(out the orange 7uice#
PROCEDURE USED TO PLAN FOCUS GROUP
Aoth 1he focus groups !ere conducted at )yesha NoorBs place2 !here the respondents !ere
called up# 1here !ere t!o moderators
1# arah Kahid
2# /umaira Faheed#
1%
REASON FOR CONDUCTING THREE FOCUS GROUPS
1hree focus groups !ere conducted# )fter the first focus group !as conducted !e analy"ed the
results of the responses that !e got from the focus group participants# )fter thorough analysis of
the results !e came to a conclusion that although the information gathered from the focus group
!as really useful and helpful (ut the information !as not much di6ersified# 1he responses of the
participants !ere not much detailed and !ere not ela(orated much# 1hus2 in order to cater to this
pro(lem !e planned for the second focus group !hose results together !ith the first focus group
ga6e us a clear picture# Fe used different age groups for the purpose ha6ing an insight of the
target markets changing opinions !ith age# 1he third focus group !as conducted !ith !omen i#e#
the household heads !ho manage the house2 to kno! a(out the household consumption of Nestle
?range Juice#
1he follo!ing question guide !as preparedD
;o you drinkI(uy 7uicesC
Fhich -la6or do you (uyC
Fhat is your second choice of fla6orC
;o you like orange 7uiceC
Fhich (rand do you (uyC
Fhat is your second choice of (randC
Fhy do you (uy your preferred (randC
Fhich appeals you the most !hen you (uy a 7uiceC
Fhich packaging do you prefer (uying2 1&&& ml or 2&& mlC
Fhat is the consumption (eha6iorC
Fhat is the most important attri(ute !hen you purchase orange 7uiceC
:our .ikesIdislikes for orange 7uiceC
Fhat do you like the (est in orange 7uiceC
/a6e you recently s!itched to another (randC $f so2 !hyC
Fhere do you purchase 7uice fromC
FOCUS GROUP 1
LOCATION: )yesha NoorBs place
START TIME: 0D&& pm
DURATION: 4' minutes
MODERATOR: arah Kahid
2&
AGE GENDER EDUCATION LEVEL OCCUPATION
Respondent ) /ammad 2& Male AA) tudent
Respondent A )li 21 Male AA) tudent
Respondent * Jadir 2& Male AA) tudent
Respondent ; -aheem 24 Male A* tudent
Respondent 9 )yesha 21 -emale A* tudent
Respondent - /umaira 23 -emale MA) tudent
Respondent < )leena 2& -emale MA) tudent
Respondent / onia 23 -emale M* tudent
KEY FINDINGS OF FOCUS GROUP 1
Which Flavor do you buy?
Respondent )2 A and * lo6e to ha6e orange 7uice2 respondent ; liked mango 7uice2 !here
Respondents 92 -2 < and / liked apple 7uice#
What is your second choice of flavor In case of unavailability?
Respondent )2 A and * !ere not !illing to ha6e any other 7uice of orange 7uice !as not
a6aila(le2 they !ould rather take !ater# Respondent ; !ould purchase apple if mango is
una6aila(le# /o!e6er if apple 7uice is not a6aila(le respondents 9 and - !ould (uy grapes2
respondent < !ould (uy Mango2 and respondent / !ould (uy 3ineapple#
Do you like orange juice? Which brand do you buy? What is your second choice of brand?
)ll of the respondents at once named Nestle2 in case of una6aila(ility of Nestle Respondents )2
A and * said that they !ould go for minute maid# Respondents ;2 92 -2 <2 and / !ould go for
he"an#
Likes and dislikes regarding orange juice
Respondent ) said he lo6es Nestle orange 7uice2 respondent A had the same 6ie!2 and respondent
* !as so eEcited that he started licking his lips that he just simple loves Nestle orange juice# $n
21
contrast2 rest of the respondents had high disliking for the Nestle ?range Juice2 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?
-ollo!ing results !ere seenD
Respondents )2A and * (uy Nestle orange 7uice (ecause it is a (ig company and they percei6e it
to (e good quality# 1he three respondents lo6ed the taste of Nestle ?range Juice# Respondent )
said he lo6es the (itter taste of the orange 7uice and the (rand name as Nestle is the top (rand#
Respondent A lo6es oranges simply2 so he canBt resist ha6ing ?range 7uice#
Respondent * said that itBs the packaging and quality !hich appeals him the most# Respondents
) and A look for taste and quality#
Fhere respondents 92 -2 < and / liked Nestle apple 7uice (ecause they think it is more pure and
also good in taste#
Which packaging do you prefer buying, 1000 ml or 200 ml?
$n response to this question all respondents said that they (uy 2&& ml on daily (asis# )lso 1&&&
ml is purchased (y all respondents eEcept respondent <#
Consumption behavior pattern
)ll the respondents ha6e 7uice on a regular (asis# Respondent )2 A2 * and ; (uy the 7uices 3 to 4
times a day !hen they are out# /o!e6er2 respondent 92 -2 < and / at least take 7uice once in the
entire day#
Have you recently switched to another brand? If so, then why?
Respondents )2 A and * responded that they ha6e not s!itched permanently to Minute Maid2 (ut
they do (uy Minute Maid for a difference# Respondent ) said that taste !ise Minute Maid is
good (ut quality and purity !ise nestle ?range Juice is the (est# Respondent A said that he likes
the pulp in Minute Maid2 and it is more in quantity2 !here as Nestle ?range 7uice has less
quantity and finishes soon# Respondent * said that Minute Maid is more afforda(le and comes
in more quantity5 also it is not as (itter as Nestle orange 7uice# Respondent ;2 9 and - !ere
indifferent2 !hereas2 respondent < and / said if nestle is not a6aila(le they !ould go for he"an#
Where do you purchase juice from?
-or this question2 the respondents said that they (uy it from any small shop or retail store near to
their place# /o!e6er all respondents eEcept respondent < said that their mothers (uy the 1&&&
ml package !hen they (uy their monthly grocery# Respondent ) and A (uy it from /8A#
Respondent *2 ; and 9Bs mothers go to )l--atah2 respondent - and / go to Macro#
22
FOCUS GROUP 2
LOCATION: )yesha NoorBs place
START TIME: 'D&& pm
MODERATOR: /umaira Faheed
AGE GENDER EDUCATION
LEVEL
OCCUPATION
Respondent ) )(id 2+ Male Masters enior oft!are 9ngineer
Respondent A Kakir 2+ Male Masters *R
Respondent * /ussain 3& Male Masters Management 1rainee ?fficer
Respondent ; )sim 2' Male Masters enior )ssociate
Respondent 9 Maria 2, -emale Masters )rmy Nurse
Respondent - Mehar 2+ -emale MA) 9Eecuti6e assistant
Respondent < Aeenish 2' -emale Masters Ausiness ;e6elopment
Manager
Which Flavor do you buy?
Respondent ) likes -aalsa fla6or2 respondent A and * purchase pineapple2 ;2 92 - and < (uy
orange 7uice#
Do you like orange juice? Which brand do you buy?
Respondent )2 A and * said that they do not like orange 7uice2 if they (uy it for some reason they
(uy he"an ?range Juice# Respondents ;2 92 - and < liked orange 7uice# Respondents ; and -
(uy Nestle orange Juice !hereas respondents 9 and < (ought country high orange fla6or#
What would be your second choice of brand?
None of them !as !illing to s!itch#
23
Respondents )2 A and * said that they like the taste of their (rand and taste is !hat appeals to
them the most# Respondents ; and - said that (rand name is !hat matters to them# Respondents
9 and < like their (rand (ecause its 3akistani (rand# 1hese responses !ere 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?
Respondents )2 A and * said that if they !ill (uy orange 7uice they !ould prefer (uying the one
!ith good taste# Respondent ) said that he !ill ne6er go for nestle as it has the !orse taste and it
tastes like medicine# /e also said that they claim it a health drink (ut he al!ays has an upset
stomach and acidity after ha6ing Nestle ?range Juice# Respondents ; and - said that they like
orange 7uice especially nestle orange# Nestle ?range is actually a true orange 7uice# )nd they like
the (itter taste of the 7uice# Respondents 9 and < said that the important attri(ute for them is that
it should (e a 3akistani (rand#
1he most important attri(ute identified (y respondents ; and 9 is that they !anted it to (e really
chilled to quench their thirst especially in the eEtreme !eather pre6alent in our country5
respondent - said the price should (e not more than Rs# 1'# Respondent < said that purity is
!hat matters to her#
$n response to this question all respondents said that they (uy 2&& ml packaging more frequently#
Fhene6er they feel like ha6ing a drink# 1&&&ml is purchased (y all respondents (ut on monthly
(asis# Respondent - and < said that they (uy 4-' 1&&&ml package in a month#
Respondents ; and 9 said that they take orange 7uice 3-4 times a day2 respondent - and < said
that they take 7uice !hene6er they feel thirsty# Respondents )2 A and * said that they take 7uice
daily2 around 1 to times#
Respondents ; and 9 said that they ha6e started s!itching to Minute Maid as it has a (etter taste
and they like the pulp content in it# Respondent - and < said that they lo6e the taste of Nestle
orange Juice2 the (itter taste is !hat they really lo6e# Respondents )2 A and * said that they ha6e
not s!itched to any (rand#
24
)ll the respondents said that they purchase it from their nearest stores#
FOCUS GROUP 3
LOCATION: *handBs place
START TIME: 'D&& pm
MODERATOR: *hand"ai(
RESPONDENTS NAME AGE GENDER OCCUPATION
1 Respondent A Naleem 4& -emale /ouse !ife
2 Respondent B Ku(aida 43 -emale /ouse !ife
3 Respondent C hameem 4' -emale /ouse !ife
4 Respondent D )neela 32 -emale /ouse !ife
5 Respondent E ara 3& -emale Forking !oman
6 Respondent F Ra(ia 3% -emale 1eacher
7 Respondent G 8ausar 4+ -emale /ouse !ife
8 Respondent H Riffat 34 -emale /ouse !ife
2'
Which Flavor do you buyC
Respondents 92 < and / !ere highly likely in fa6or of orange 7uice2 (ut Respondent 9 has some
other preferences as !ell in the a(sence of orange 7uice she says L!hate6er is a6aila(le on timeM#
Respondent A2 ; and - likes red grapes2 respondent ) liked pineapple and Respondent * !as in
lo6e !ith chounsa#
What is your second choice of flavor in case of unavailabilityC
)s told (efore Respondent 9 had some other preferences2 she said her 2
nd
most choice !ill (e
mango2 !here as *2 ; and - !ere said they !ould like mango instead2 Respondent ) and A
said theyBll shift their choice to cold drink2 and Respondent <2 and / said theyBll prefer !ater#
Do you like orange juice? Which brand do you buy? What is your second choice of brand?
)ll the respondents !ere in fa6or of nestle (ut Respondent A and < said they are a (it eEpensi6e2
(ut !e still (uy# $n case of una6aila(ility they all ga6e different responses like )2 *2 - and / said
theyBll opt for she"an2 and ; and 9 said minute maid#
Liking towards Nestle Orange 1uice
Respondent 92 < and / said they truly lo6e Nestle orange 7uice2 respondent ) and A said some
!hat they like2 respondent *2 ; and - !ere not fa6or that much either2 they said they themsel6es
lo6e (ut to (uy for home they prohi(it2 (ecause their children think it tastes (itter#
What is the most important attribute when you purchase orange juice?
Respondents 92 < and / (uy Nestle orange 7uice (ecause of their tag line of L1&&@ pure orange
7uiceM2 !hat they say they pro6ide it# Respondent *2 ; and - !ere some!hat in fa6or of (uying2
they said they donBt (uy 1&&&ml for their family# $n contrast respondent ) and A said they lo6e to
(uy orange 7uice#
Respondent 9 and / lo6e the price in the mean !hile respondent < added its packaging attri(ute2
that tetra shaped packing looks good2 (ut it gi6e the image of (eing less in quantity#
Respondent 9 said sheBs a sales !omen so she drink it on daily (asis =2&&ml pack>2 respondent <
and / said they highly likely to drink it t!ice a day during their lecture (reaks=2&&ml pack># *2
2,
; and - said their intake of Nestle orange 7uice if rare# Respondent ) and A said they (uy (ig
pack of 1&&&ml on monthly (asis#
Respondent 92 < and / take it on daily (asis2 Respondent ) and A !hene6er they like2 and rest
said !hen they go out2 or !hene6er its ser6ed at someone elseBs place#
None of the participant in the focus group had shifted to any other (rand# 1he respondent < and
/ said !hate6er they find instead of Nestle# Respondent *2 ; and - said they (uy minute maid
and he"an for their house hold purposes (ut for themsel6es they prefer (uying Nestle ?range
7uice =2&&ml pack>#
Respondent 9 said she get ser6ed in her office# Respondent < and / said that they (uy it from
the near(y shops# Rest said from the place they do there grocery shopping#
SUMMARY OF FOCUS GROUP FINDINGS
1he -ocus group re6ealed some of the 6ery useful and interesting findings !hich can help us in
identifying the solution to the pro(lem# 1he respondentBs top of mind (rand has al!ays (een
Nestle# 1hose !ho are mo6ing a!ay from Nestle orange 7uice are doing so (ecause of its (itter
taste2 and also (ecause as per the participants competitorsB are offering pure 7uice !ith a good
taste and fair price# *onsumers think that the price is also high# )lso they dou(t that although
Nestle claims the 7uice to (e 1&&@ pure it is not the case in reality# *onsumers (elie6e that the
7uice has artificial fla6or and preser6ati6es added to it as a fe! 6ery prominent ingredients# )lso2
they say ?range Juice tastes good !hen it is chilled2 !hereas most of the times Nestle 7uices that
are a6aila(le are not fully chilled#
Fe also found out that those !ho do not take Nestle ?range Juice or those !ho ha6e s!itched to
another (rand is (ecause of increasing price of Nestle ?range Juice and its (itter taste# )lso some
of the respondents pro6ed to (e more patriotic and didnBt like taking 7uice of any Multinational
firm# Fe also found out that those !ho take orange 7ust simply lo6e its (itter taste#
1he focus group conducted !ith the decision making units for the households that is the
/ouse!i6es2 !e found out that they prefer (uying *artons of Nestle ?range Juice on monthly
(asis in large packingBs for their family#
20
LIMITATIONS OF FINDINGS
1he focus group discussion tends to get (iased as many respondents try to emphasi"e their
opinion# ome of the respondents take clue from ideas of others and agree to !hat others say2
!ithout thinking o6er it#
IN-DEPTH INTERVIEWS
INTERVIEW # 1
NAME: A99N$/ 39RN)$K
DESIGNATION: )$1)N1 AR)N; M)N)<9R J4$*92 Nestle
DATE: 2+ -&+-&+
LOCATION: N91.9
RESULTS OF INTERVIEW CONDUCTED AT NESTLE
?range !as our flagship (rand last year# 1he sales gro!th of Nestle orange 7uice increased at the
decreasing rate last year# )s you go higher up to attain your goals your (ase gets smaller# Fhen
you ha6e lots of consumer in the su(stantial market2 it could (e more difficult to gain larger
share !ithin the portfolio#
Q What were the reasons for the decline in sales of Nestle juices?
1he reasons that might ha6e caused the decline in sales of Nestle 7uice
1he differentials (et!een our Nestle orange 7uice and imported (rand ha6e decreased#
)ggressi6e price increase (ecause of that people !ould !ant to (uy imported (rand
-la6or fatigue in orange2 the larger the (ase the more difficult to (ring in the additional
group#
Q How have you adapted to the change in sales growth of Nestle orange juice?
Nestle adapted !ith the change in sales gro!th (y fortifying our orange 7uice !ith 6itamin *# $n
pure orange 7uice !e are not adding any sugar or preser6ati6es# ) 7uice has a siE months shelf
life# )fter siE months !e claim that the content of 6itamin * in the product decreases (y
approEimately 1&@ as mentioned on the package# $n order to cater this issue Nestle fortified the
7uice and this resulted in the taste of Nestle orange 7uice to (ecome (itter#
2+
Q: Why didn`t you go for marketing research after adding Vitamin C in it?
1he feed(ack that !e gained !as from sales# Fe are currently in the process of reformulating the
product so in this process !eBll take old orange 7uice and !ill conduct '&-4& test#
Aefore the launce !e ha6e '&I4& !in from consumer2 o6er competiti6e product like he"an2
/alee( <ood ;ay and our (rand# ,&@ of consumer preferred our (rand in (lind test# )fter
consumer research and reformulating !e are re-launching Nestle orange 7uice in neEt year2 and
(ringing do!n it to the initial taste2 (ut the price !ill not (e decreased#
)ll 7uices like Nestle2 /alee( and he"an ha6e maintained its prices2 (ecause 7uices and nectars
are profita(le in case of 6alue and dri6e of the company#
Q: Have you ever conducted any survey to get feedback?
$n case of Nestle orange 7uice !e ha6enBt conducted any sur6ey2 (ut for other fla6ors !e did
conduct a sur6ey# Fe did segmentation according to
*onsumer attitude2
Aeha6iors2
*onsumer preferences and
*hosen market segment for marketing effort#
Q: Do consumers perceive Nestle orange juice as 100 pure?
) lot of people do2 thinking 1&&@ as pure as 1&&@ !ill (e unethical# $n the ne! (rand
architecture launch !e !ill eliminate the tag on Nestle orange 7uice that it is 1&&@ pure#
Q: We conducted focus groups and results showed that minute maid is taking because of
additional pulp. What have you done in order to cater this issue?
Minute maid has pulp (ut has &@ fruit content ="ero @>#
Q: Why do you conduct research after launch, why not before launch?
Nestle does conduct marketing research (efore launch# None of our product is launched (efore
,&I4& percent !in# Fe did conduct marketing research (efore launching chouynsa nectar and
red grapes# Fe had 01I2% percent !in meaning that he"an grapes had 2%@ and nestle red grapes
had 01@ !in#
Q: Define SEC A and B
1he segmentation of class of consumers is done on social standing !hich includes
9ducational le6el
2%
9conomic tatus
1he definition of 9* 6aries from one research house to the other# 1he indi6iduals in 9* )
must ha6e an income le6el O 2'2&&& and their education le6el should (e at least A)#
Q: What is the scope of Nestle juices world wide
Nestle 7uices caters 4 markets
)merica
3akistan
1hailand
Malaysia
Nestle has no international eEpertise on all the products that it caters# 1here is no glo(al research
(eing conducted on (rand essence and (rand positioning# Most of the researches ha6e (een
conducted in 3akistan#
Q: Have you looked into the issue of increasing the size of 200ml pack to 250ml?
Fe ordered the machinery to increase the content of 2&&ml pack to 2'& ml (ut it did not !ork
out (ecause the price per 7uice increased from Rs# 1+ to Rs# 2'# 1his !ould ha6e an impact on
the sales of 7uices#
)nother reason for not increasing the packaging !as that the small packaging is for trial
generation#
INTERVIEW # 2
NAME: M4/)MM); /)-$J49
DESIGNATION: 34R*/)9 M)N)<9R
DATE: 2+ -&+-&+
LOCATION: ). -)1)/
Mr# hafique )hmed is the purchase manager at )l -atah #/e is responsi(le for all the purchases
for )l -atah# 1he main reason for inter6ie!ing Mr# hafique !as to ha6e an idea a(out *ustomer
feed(ack2 its shelf placement2 price2 Juality2 its supply and demand etc#
FINDINGS OF INTERVIEW CONDUCTED AT AL FATAH
Nestle !as the most preferred (rands among the customers and according to them their highest
sales are from nestle products !eather its 7uices2 !ater or yogurt# Most preferred Nestle 7uice is
orange (y the customers #1hey ha6e placed Nestle ?range Juice in the front shelf2 and company
3&
pays them for placing them on the front shelf# 1hey ha6e a positi6e feed(ack from customers on
the price2 its quality2 and taste# Aut they had a ma7or pro(lem !ith the supply in the past as
supply !as not sufficient to meet demand#
;emand has al!ays eEceeded for nestle orange 7uice (ut )l -ateh has not faced any situation
!hen they ha6e no supply to meet the demand of Nestle 7uices# )lso2 some regular customers
ha6e also started complaining that the Nestle ?range Juice is getting (itterer than it pre6iously
!as#
)ccording to the inter6ie!ers the company !as not in a position to meet its rising demand in
past and they al!ays had issues !ith their distri(utors such as ;9)N AR?1/9R# *ustomers
ha6e complaint regarding the non a6aila(ility of Nestle ?range Juice2 and in case !hen there is
shortage of Nestle orange 7uice consumers go for others (rands#
1&&& ml nestle orange 7uice is mostly demanded (y customers# 3resently they stock 0& cartons
for 1 !eek (ut in past they used to ha6e ,& cartons# ?6erall in the last year the company did not
focus on the sales of Nestle orange 7uice#
INTERVIEW # 3
NAME: 1)R$J F)99M
DESIGNATION: -.??R M)N)<9R
DATE: 2+ -&+-&+
LOCATION: /)J$ 8)R$M A)8/ =/8A> ;/)
Mr# 1ariq Faseem manages the entire grocery section of /8A# /e (riefed us on the shelf
placement2 customer feed(ack and sales at /8A last year as compared to no!# /e also ga6e us
an insight of the consumption patterns of (uyers of Nestle ?range 7uice#
FINDINGS OF INTERVIEW CONDUCTED AT HKB
Results !ere almost identical for /8A and they also confirmed that supply !as not sufficient to
meet demand #?6erall the demand of Nestle orange 7uice !as the highest #*urrently the pro(lems
related to supply ha6e decreased# 1he customer feed(ack on quality2 taste and price of Nestle
?range 7uice !as positi6e# /o!e6er2 they said customers often talk a(out Nestle ?range Juice
(eing (itterer#
INTERVIEW # 4
NAME: )K-)R ).$
DESIGNATION: M)N)<9R 433.: */)$N
DATE: 2+ -&+-&+
31
LOCATION: M91R?
Mr# )"far )li is responsi(le for entire supply chain at M91R? /e ga6e us an idea on the current
and past situation of supply chain of orange 7uices at Metro#
FINDINGS OF INTERVIEW CONDUCTED AT METRO
Metro is primarily a !holesale market# 1hey also articulated supply shortages as the main
pro(lem in past and this pro(lem has decreased no!#
INTERVIEW # 5
$nter6ie! !as done !ith many small retailers in different locations of .ahore to ha6e an idea of
their eEperience of Nestle orange 7uice#
FINDINGS OF INTERVIEW CONDUCTED AT SMALL RETAILERS
)ccording to the small retailers Nestle is the most preferred (rand and they ha6e no issues
regarding price and quality of Nestle orange 7uice# 1he demand of 2&& ml Nestle orange 7uice is
the highest# upply remained a pro(lem in past (ut no! they said itBs almost ok#
?ne of the most interesting facts that !e ha6e found !as that Nestle 7uices !ere placed mostly in
the (ack shelfBs in small stores# 1he retailers didnBt understand the fact that highest demanded
should (e placed in front#
SUMMARY
1he results of the inter6ie! conducted helped us (uild a relationship (et!een the research
o(7ecti6es pre6iously mentioned !hich includesD
1o collect (eha6ioral data regarding2 consumer shopping preferences a(out Nestle 7uices#
o 1o determine consumer a!areness a(out the product
o 1o analy"e the process of distri(ution of Nestle 7uices and its a6aila(ility in the
market#
1o analy"e !hether the Nestle orange 7uice has (een gi6en appropriate shel6es space to
attract the consumers and create thrush in them#
1o 7udge !hether Nestle ?range Juice deli6ers the right 6alue of money#
INTERVIEW # 6
NAME: R)-$) 8/)N
32
DESIGNATION: -$N)N*$). )N).:1
EXPERIENCE: 2 1I2
DATE: 2+ -&+-&+
LOCATION: N91.9
FINDINGS OF INTERVIEW CONDUCTED AT NESTLE
1he information that !e gathered sho!ed that the sales gro!th in each country !as calculated
distri(utor !ise# $n .ahore there are ' distri(utors of Nestle 7uices# 1he distri(ution to the
distri(utors is (ased on the type of fla6ors that they !ant to keep in their stores#
$n .ahore the largest sales are made in ;efense# ) sales report is prepared (y the sales
department on retailing and in6oicing that is used to calculate the total sales gro!th o6er the last
year#
1his sho!ed us that ho! the distri(ution channel is !orking# ;efence is the ma7or sales
generating area and they should focus on impro6ing it#
LITERATURE SEARCH
-or our pro7ect .iterature search is one of the key eEploratory studies that !e conducted2 in fact
literature search !as the 6ery initial study that !e (egan our pro7ect !ith# 1he !e(site that
turned out to (e most helpful as far as gathering information of Nestle !as concerned !as
!!!#nestle#com#pk
FINANCIAL PERFORMANCE (DEC03-DEC07):
-:&0 !as a good year for N3. as its top line reached a ne! landmark of 38R 2+ (illion
follo!ing an eEcellent gro!th of 2+@ compared to -:&,# 3rimary contri(ution came from its
pillar product categories2 milks2 (a(y food and 7uices# -resh milk 6olume gre! (y 2%@ o6er the
same period last year5 ho!e6er2 this !as still not sufficient to meet production requirements for
the year#
1he increasing sales trend =*)<R of 2+@ during -:&3--:&0> is primarily attri(uted to
continued focus on sales and marketing efforts2 inno6ati6e strategies and a sound distri(ution
net!ork#
1his ro(ust gro!th in sales translated into a solid increasing operating profit of Rs 3#'3 (illion2
an increase of 33@# /o!e6er2 this primarily relates to higher fiEed cost a(sorption from
in6entory that led to lo!er profita(ility in -:P&,# $n addition2 efforts in 2&&0 include a fa6ora(le
mo6ement in sales miE and rigorous fiEed cost control#
1he literature search helped us in gathering data regarding the competitors# ?n the !e( !e found
out !ho are the competitors of nestle in its 7uices line and more precisely in its orange 7uice#
.iterature search re6ealed that a fe! of our ma7or competitors areD
he"an )ll pure
33
/alee( <ood ;ay
Minute Maid
MINUTE MAID
?ne of the leading competitors of Nestle 7uice is Minute Maid launched (y *oca *ola# ales of
still (e6erages2 such as 3o!erade and Minute Maid fruit 7uices2 7umped 14 percent (y 6olume2
far outpacing a four percent rise (y sparkling (e6erages2 such as *oke and prite#
HALEEB GOOD DAY
/alee( <ood ;ay offers 1&&@ pure orange 7uices !ithout any added sugar2 fla6ors or
preser6ati6es# /alee( <ood ;ay orange 7uice gi6es the consumers the a(solute delight in taste2
and re6itali"es them at the same time# $t is packed in a ,-layered 1etra 3ack Arick )septic
packaging#
SHEZAN ALL PURE
he"an )ll 3ure 7uices enrich our senses !ith the fresh taste of 1&&@ pure orange 7uice# ) sip of
)ll 3ure helps our taste (uds em(ark on a magical 7ourney filled !ith the s!eetest fruit
sensations#
1he data that !as found helpful regarding he"an is as follo!sD
Food & Personal Care-Products: SHEZAN INTERNATIONAL LIMITED
?N9RN$9F =July 14 2&&,>D ?ne is impressed (y its record highest sales and profita(ility# 1he
companyPs shareholders must ha6e re7oiced (ut its attracti6e profit distri(ution profile !hich has
dri6en its shares market 6alue to unprecedented heights#
1here are se6eral milestones !hich the company attained# $t crossed for the second consecuti6e
year the (illion rupee mark in sales 6alue# $ts launches of (randed products ie he"an 1!ist -ruit
3unch2Q he"an )ll pure ha6e shaken the competition# he"an (ecame pioneer in the field of
con6erting fruits into pulps2 concentrate and 7uices (ased on local fruits and supported (y the
technology of its )merican partners#
1he market 6alue of the share of he"an $nternational is (eing quoted at Rs 1%2 per share !hich
is more than 1% times of the par 6alue# ;uring the last one year market 6alue of the share
remained 6ery high (et!een Rs 1'2 and Rs 23+ per share# ;uring the year under re6ie!2 the
company posted more than a (illion rupees sales for the second consecuti6e year# 1he company
generated sales in the sum of Rs 1#3,+ (illion as against Rs 1#&%0 (illion in the preceding year
registering 24#+@ gro!th#
1he company made su(stantial in6estment in marketing promoting its eEtensi6e portfolio of
34
(rands !hich yielded good result in terms of higher sales# 1he (ottle 7uice continued to perform
!ell2 !ith its sales up 22@ o6er the pre6ious year# ?ther products in 7uice-related category
registered a ro(ust gro!th follo!ing rene!ed promotional and marketing campaign#
;uring the year the company posted eEport sales at Rs 3'#4' million as against Rs 30#03 million
in the preceding year# $t is reported that eEports remained under pressure due to 6olatile security
situation in its eEport markets and higher operational and shipping costs#
1he company posted net profit after sales at Rs 1&3#24 million !hich is highest the in the
companyPs history# 1he leadership in the enterprise has formulated future strategy to impro6e
profita(ility (y further impro6ing sales 6olume and optimi"ing costs# Rising 6olume of sales !ill
(e further spurred (y continuing to pro6ide customers !ith a 6ariety of impecca(le quality food
products !hich appeal to their changing preferences#
DATA COLLECTION
-or collecting data2 questionnaire !as made5 containing general question a(out the 7uice
preference and then asking questions related to Nestle ?range 7uice to kno! a(out the (rand#
1!o questionnaires !ere made to get them filled (y consumers and retailers to get information
from (oth retailers and consumers to kno! a(out the 6aria(les affecting sales of Nestle ?range
Juice# Juestionnaire has (een attached in the appendiE#
SURVEY METHODOLOGY
-or the research under study sample si"e !as as follo!sD
2&& samples of consumers and
0& samples of retailer
?ut of 2&& samples of consumers only 10+ !ere 6alid responses and others !ere discarded due
to their in6alid responses# $n the retailers only '% !ere the 6alid responses !hich can (e thought
as of taking a portion of the !hole and studying that portion to make estimates a(out the !hole#
*onsumers selected in the sample !ere students of
.ahore school of economics
.4M
3un7a( uni6ersity
-ast
/ailey college of (anking and -inance
/ouseholds units2 health conscious people of 9* ) and 9* A filled in the questionnaire#
Retailers sampled in the study !ere located in different locations in .ahore and from (ig mart to
small commercial shop# 1he retailers questionnaire !ere administered so as to ha6e right
3'
responses #1his !as due to the communication gap as most of the retailers !ere una(le to read
9nglish so it !as to (e administered#
amples of consumers helped us in measuring attitude of people# ;ue to limited time sample si"e
!as small (ut ha6ing rightly defined target market results !ould (e representati6e of target
market#
3,
30
CONSUMER ANALYSIS
ANALYSIS OF RESPONSES TO GENERAL QUESTIONS
-e! questions !ere asked in the questionnaire in (oth consumer and retailersB questionnaire in
order to check the (uying and consuming (eha6ior of (uyers and consumers# 1he analysis of
responses gi6en to such questions is gi6en in this section#
GENDER
Gender:
84 47.2 47.2 47.2
94 52.8 52.8 100.0
178 100.0 100.0
Male
Female
Total
Valid
Frequency Percent Valid Percent
Cumulative
Percent
Fe took equal male and female respondents for our analysis# /o!e6er2 !e had to discard some
of the questionnaires !hich !ere incomplete and !ere not meeting our standards# o our final
analysis consisted of '3@ female and 40@ male respondents#
3+
AGE
Age
1 . . .
45 25.! 25.! 25.8
! !5.4 !5.4 1.2
!! 18.5 18.5 79.8
! 20.2 20.2 100.0
178 100.0 100.0
"e## t$an 15
1%20
21%25
2%!0
!1%!5 and a&ove
Total
Valid
Cumulative
Percent
?ur respondents !ere from different age groups including from 1, years to 3' years of age#
/o!e6er according to our analysis !e had 3'@ of respondents !ithin age group of 21-2'2 2'@
from age group of 1,-2&#
Female
Male
Gender:
3%
Age
4&
RESIDENTIAL AREA
Residential Area
22 12.4 12.4 12.4
!7.1 !7.1 49.4
18 10.1 10.1 59.
15 8.4 8.4 8.0
2 1.1 1.1 9.1
2 1.1 1.1 70.2
! 1.7 1.7 71.9
22 12.4 12.4 84.!
5 2.8 2.8 87.1
2 1.1 1.1 88.2
2 1.1 1.1 89.!
7 !.9 !.9 9!.!
1 . . 9!.8
4 2.2 2.2 9.1
1 . . 9.
! 1.7 1.7 98.!
2 1.1 1.1 99.4
1 . . 100.0
178 100.0 100.0
'ul&er(
)e*ence
Model to+n
Cantt
Valencia
,o$ar To+n
-a.da to+n
ot$er#
canal vie+ #ociety
.un/a& #ociety
cavalry (round
0llama 1q&al To+n
$o#tel
a#2ari $ou#in( #ociety
ma#on road
'34
'ul#$an%e%ravi
mu#lim to+n
Total
Valid
Cumulative
Percent
)ccording to the a(o6e graph !e had respondents from ma7or areas of .ahore# ?ur ma7or chunk
of the respondents !as from ;efense !hich !as around 30@# 1he second highest percentage
!as from <ul(erg and other to!n# 1he least respondents included in the sample !ere from
Nalencia to!n2 Johar 1o!n2 3un7a( society2 *a6alry ground and <ulshan-e-Ra6i
41
Residential Area
INCOME BRACKET
Which income bracket you fall in
12 .7 .7 .7
19 10.7 10.7 17.4
20 11.2 11.2 28.7
!7 20.8 20.8 49.4
90 50. 50. 100.0
178 100.0 100.0
mi##in(
"e## t$an 15000
1000%25000
2000%!5000
!000 and a&ove
Total
Valid
Cumulative
Percent
?ur target market included respondents from 9* ) and 9* A# o our sample also included
around '&@ of the respondents are from 9* ) i#e# !ith income (racket of a(o6e Rs# 3,ooo and
'& @ from 9* A including respondents ha6ing income le6el (elo! Rs# 3,&&&#
42
Which income bracket you fall in
DEGREE OF LIKING NESTLE 1UICE
Degree of liking Nestle
97 54.5 54.5 54.5
70 !9.! !9.! 9!.8
10 5. 5. 99.4
1 . . 100.0
178 100.0 100.0
li2e alot
li2e
neutral
di#li2e
Total
Valid
Cumulative
Percent
)ccording to our analysis top of mind has al!ays (een Nestle ?range Juice# )round '4@ of
respondents sho!ed a fa6ora(le response and said that they Hlike a lotB# 3% @ respondents said
that they like Nestle ?range Juice#
43
)ccording to this graph !e conclude that our target market ;oes ha6e a fa6ora(le response
to!ards Nestle ?range Juice# 1here !as only a small percentage of respondents i#e# &#,@ of
respondents !ho said that they dislike orange 7uice#
WHAT FLAVOR DO YOU LIKE THE MOST
What flavor do you like the most
2 1.1 1.1 1.1
!5 19.7 19.7 20.8
17 9. 9. !0.!
5 !1.5 !1.5 1.8
15 8.4 8.4 70.2
!.4 !.4 7!.
10 5. 5. 79.2
25 14.0 14.0 9!.!
1 . . 9!.8
2 1.1 1.1 94.9
2 1.1 1.1 9.1
7 !.9 !.9 100.0
178 100.0 100.0
mi##in(
0..le
Pinea..le
3ran(e
'ra.e#
'uava
Mi5ed
man(o
man(o 6 oran(e
C$aoun#a
Man(o 6 c$oun#a
Pinea..le 6 oran(e
Total
Valid
Cumulative
Percent
44
Not 7ust that our respondents liked Nestle JuicesB they also had great preferences to!ards Nestle
?range Juice# )round 31@ of our respondents !ere in fa6or of Nestle orange 7uice# )nd !e got
Rto kno! the reasons as !ell in our focus groups#
PRICE
Price
1 . . .
5! 29.8 29.8 !0.!
71 !9.9 !9.9 70.2
2 14. 14. 84.8
2! 12.9 12.9 97.8
4 2.2 2.2 100.0
178 100.0 100.0
mi##in(
7i($ly 8ati#*ied
8ati#*ied
9eutral
)i##ati#*ied
7i($ly )i#ati#*ied
Total
Valid
Cumulative
Percent
)fter kno!ing that high percentage of our respondents liked Nestle ?range Juice2 !e tried to
analy"e their perceptions regarding different attri(utes of the different (rands# Aesides (eing the
highest priced (rand 4&@ of the respondents !ere satisfied !ith its price# 1here !as only a small
percentage i#e# 2#2@ respondents !hich !as highly dissatisfied !ith the price#
Pinea..le 6 oran(e
Man(o 6 c$oun#a
C$aoun#a
man(o 6 oran(e
man(o
Mi5ed
'uava
'ra.e#
3ran(e
Pinea..le
0..le
mi##in(
What flavor do you like the most
4'
Price
7i($ly )i#ati#*ied )i##ati#*ied 9eutral 8ati#*ied 7i($ly 8ati#*ied mi##in(
F
r
e
q
u
e
n
c
y
80
0
40
20
0
Price
PACKAGING
Packaging
1 . . .
4 !.0 !.0 !.5
8 48.! 48.! 84.8
1 9.0 9.0 9!.8
8 4.5 4.5 98.!
! 1.7 1.7 100.0
178 100.0 100.0
mi##in(
7i($ly 8ati#*ied
8ati#*ied
9eutral
)i##ati#*ied
7i($ly )i#ati#*ied
Total
Valid
Cumulative
Percent
)fter analy"ing the attri(utes regarding packaging !e found pout 4+@ of the respondents are
satisfied !ith the packaging# ?ut of our approEimately 2&& respondents more than half of them
!ere to!ards (eing satisfied !ith the packaging#
4,
Packaging
7i($ly
)i#ati#*ied
)i##ati#*ied 9eutral 8ati#*ied 7i($ly 8ati#*ied mi##in(
F
r
e
q
u
e
n
c
y
100
80
0
40
20
0
Packaging
QUALITY
uality
2 1.1 1.1 1.1
9! 52.2 52.2 5!.4
7 !7. !7. 91.0
11 .2 .2 97.2
2 1.1 1.1 98.!
2 1.1 1.1 99.4
1 . . 100.0
178 100.0 100.0
mi##in(
7i($ly 8ati#*ied
8ati#*ied
9eutral
)i##ati#*ied
7i($ly )i#ati#*ied
21.00
Total
Valid
Cumulative
Percent
)s per this attri(ute2 '2@ of respondents !ere highly satisfied !ith the quality of ?range Juice#
)s !ith other attri(utes2 this attri(ute also had high percentage of respondents (eing more
satisfied !ith the quality of Nestle ?range 7uice#
40
uality
21.00 7i($ly
)i#ati#*ied
)i##ati#*ied 9eutral 8ati#*ied 7i($ly
8ati#*ied
mi##in(
F
r
e
q
u
e
n
c
y
100
80
0
40
20
0
uality
TASTE
!aste
1 . . .
92 51.7 51.7 52.2
2 !4.8 !4.8 87.1
14 7.9 7.9 94.9
5 2.8 2.8 97.8
4 2.2 2.2 100.0
178 100.0 100.0
mi##in(
7i($ly 8ati#*ied
8ati#*ied
9eutral
)i##ati#*ied
7i($ly )i#ati#*ied
Total
Valid
Cumulative
Percent
)ccording to this graph also2 there !as a huge percentage that is '1@ !hich is more than a half
!ho !ere highly satisfied !ith the taste of Nestle ?range Juice# $n this case also there !ere more
responses to!ards (eing satisfied#
4+
!aste
7i($ly
)i#ati#*ied
F
r
e
q
u
e
n
c
y
100
80
0
40
20
0
!aste
SUGAR CONTENT
"ugar free
1 . . .
51 28.7 28.7 29.2
58 !2. !2. 1.8
50 28.1 28.1 89.9
1 9.0 9.0 98.9
2 1.1 1.1 100.0
178 100.0 100.0
mi##in(
7i($ly 8ati#*ied
8ati#*ied
9eutral
)i##ati#*ied
7i($ly )i#ati#*ied
Total
Valid
Cumulative
Percent
Fhen !e talked to the respondents that !hether they are satisfied !ith Nestle ?range Juice
(eing sugar free232@ of respondents !ere satisfied !ith Nestle ?range Juice (eing ugar free#
4%
"ugar free
F
r
e
q
u
e
n
c
y
0
50
40
!0
20
10
0
"ugar free
ADVERTISMENT
Fruit content
2 1.1 1.1 1.1
54 !0.! !0.! !1.5
84 47.2 47.2 78.7
!0 1.9 1.9 95.5
!.4 !.4 98.9
2 1.1 1.1 100.0
178 100.0 100.0
mi##in(
7i($ly 8ati#*ied
8ati#*ied
9eutral
)i##ati#*ied
7i($ly )i#ati#*ied
Total
Valid
Cumulative
Percent
1alking to the respondents a(out Nestle ?range Juice regarding its -ruit *ontents )ttri(ute2
again !e recei6ed a fa6ora(le response that and found out that 40@ of the respondents !ere
satisfied !ith the fruit contents additions in Nestle ?range Juice#
'&
Fruit content
7i($ly
)i#ati#*ied
F
r
e
q
u
e
n
c
y
100
80
0
40
20
0
Fruit content
APPEALING ADVERTISEMENT
A##ealing Advertisment
7 !.9 !.9 !.9
51 28.7 28.7 !2.
57 !2.0 !2.0 4.
52 29.2 29.2 9!.8
8 4.5 4.5 98.!
! 1.7 1.7 100.0
178 100.0 100.0
mi##in(
7i($ly 8ati#*ied
8ati#*ied
9eutral
)i##ati#*ied
7i($ly )i#ati#*ied
Total
Valid
Cumulative
Percent
1o kno! the fact that ho! much does appealing ad6ertisements affect the intensions of
respondents to purchase Nestle ?range Juice2 and to kno! their degree of satisfaction le6el
regarding ad6ertisements of Nestle ?range Juice !e found out that 32@ of the respondents !ere
satisfied !ith the ad6ertisements of Nestle ?range Juice#
'1
F
r
e
q
u
e
n
c
y
0
50
40
!0
20
10
0
FREQUENCY OF CONSUMING NESTLE ORANGE 1UICE
$o% often do you drink Nestle orange &uice
1 . . .
77 4!.! 4!.! 4!.8
44 24.7 24.7 8.5
45 25.! 25.! 9!.8
11 .2 .2 100.0
178 100.0 100.0
mi##in(
)aily
-ee2ly
3cca#ionally
9ot 0..lica&le
Total
Valid
Cumulative
Percent
)ccording to our analysis2 to kno! the consumption (eha6ior pattern of the respondents !e
asked them ho! often do they drink nestle ?range Juice# Fe found out that a high percentage of
respondents i#e# 43@ drink Nestle orange Juice on daily (asis# tudents normally purchase Nestle
?range Juice from their cafeterias# )nd others normally used to purchased it from small to!n
shops or !here e6er accessi(le#
'2
9ot 0..lica&le 3cca#ionally -ee2ly )aily mi##in(
F
r
e
q
u
e
n
c
y
80
0
40
20
0
PURCHASE OF 1UICES
Where do you #urchase &uice from
1 . . .
29 1.! 1.! 1.9
78 4!.8 4!.8 0.7
12 .7 .7 7.4
!2 18.0 18.0 85.4
15 8.4 8.4 9!.8
9 5.1 5.1 98.9
2 1.1 1.1 100.0
178 100.0 100.0
mi##in(
8mall T+on 8$o.#
)e.artmental 8tore#
ot$er
&ot$
:niver#ity
9ot 0..lica&le
8c$ool
Total
Valid
Cumulative
Percent
'3
1o kno! the purchasing (eha6ior !e asked the respondents !here they do their Nestle ?range
Juice purchases and !e found out that ma7or Nestle ?range 7uice purchases are done from
departmental stores#
8c$ool 9ot 0..lica&le :niver#ity &ot$ ot$er )e.artmental
8tore#
8mall T+on
8$o.#
mi##in(
F
r
e
q
u
e
n
c
y
80
0
40
20
0
FREQUESCY OF CONSUMING ON DAILY BASIS
$o% many times in a day do you take Nestle orange &uice
29 1.! 1.! 1.!
!5 19.7 19.7 !.0
2 !4.8 !4.8 70.8
! 20.2 20.2 91.0
10 5. 5. 9.
!.4 !.4 100.0
178 100.0 100.0
mi##in(
9ot 0..lica&le
one time
t+o time#
t$ree time
o*tenly
Total
Valid
Cumulative
Percent
'4
4pon asking the respondents that ho! many times a day do they take Nestle ?range 7uice# Fe
eEtracted surprising results and came to kno! that 34@ of respondents take Nestle ?range Juice
at least once a day#
o*tenly t$ree time t+o time# one time 9ot 0..lica&le mi##in(
F
r
e
q
u
e
n
c
y
0
40
20
0
CHOICE OF BARAND IF NESTLE ORANGE 1UICE IS NOT AVAILABLE
'f Nestle orange &uice is not available %hich other brand do you #refer
4 2.2 2.2 2.2
0 !!.7 !!.7 !.0
79 44.4 44.4 80.!
4 2.2 2.2 82.
12 .7 .7 89.!
!.4 !.4 92.7
11 .2 .2 98.9
1 . . 99.4
1 . . 100.0
178 100.0 100.0
mi##in(
8$e;an
minute main
$alee&
Country
3t$er#
9ot 0..lica&le
mali
"acnor< mali
Total
Valid
Cumulative
Percent
''
1o kno! the (rand loyalty of nestle ?range 7uice2 !e asked our respondents that if the Nestle
?range Juice is not a6aila(le !hich (rand they prefer# Fe came to kno! that 44 @ of the
respondents !ould go for minute maid if Nestle ?range Juice is not a6aila(le# 33@ of the
respondents said they !ould prefer he"an#
"acnor<
mali
mali 9ot
0..lica&le
3t$er# Country $alee& minute
main
8$e;an mi##in(
F
r
e
q
u
e
n
c
y
80
0
40
20
0
LATEST ADD OF NESTLE ORANGE 1UICE
$ave you seen the latest ad of Nestle (range )uice
2 1.1 1.1 1.1
7 !.9 !.9 5.1
4 !.0 !.0 41.0
105 59.0 59.0 100.0
178 100.0 100.0
Mi##in(
=e#
9o
9ot a..lica&le
Total
Valid
Cumulative
Percent
1o check the a!areness le6el2 !e asked our respondents if they had seen the latest ad6ertisement
of the Nestle ?range Juice# Aesides Nestle ?range Juice (eing the most preferred (rand and on
top of mind list2 our analysis re6ealed surprising results# Fe came to kno! that 3,@ that is
almost a ma7or chunk of our respondents ha6e not seen the latest ad6ertisement#
',
9ot a..lica&le 9o =e# Mi##in(
F
r
e
q
u
e
n
c
y
120
100
80
0
40
20
0
CONCLUSION
)s per our analysis !e found out that !hen talking if 7uices consumers !ant ?range 7uice2 not
7ust any 7uice Nestl orange Juice# /o!e6er the top of mind choice of any consumer is Nestle
?range Juice2 still more than '&@ of the consumers are una!are of the latest ad6ertisements2 !e
conclude that that !e need to keep on reminding the consumer of anything that is in the market
other!ise consumers forget# .ack of appropriate promotion is also one of the factor that may (e
attri(uting to declining sales of Nestle ?range Juice#
'0
CROSS TABS
EFFECT OF INCOME ON CONSUMPTION OF 1UICE
1o check !hether income has any affect on the consumption of 7uice# Ay using the data o(tained
from questionnaire a cross ta( !as made to see the relationship (et!een consumption and
income# -rom the results of this question !e can conclude of the hypothesis2 stated asD
Hypothesis 1D
/ousehold income has significant impact on the consumption of Juices#

)o you drin2 /uice Total
=e# 9o
-$ic$
income
&rac2et
you *all
in
Mi##in( Count 12 0 12
> +it$in -$ic$ income
&rac2et you *all in
100.0> .0> 100.0>
"e## t$an 15000 Count 19 0 19
&rac2et you *all in
100.0> .0> 100.0>
1000%25000 Count 18 2 20
&rac2et you *all in
90.0> 10.0> 100.0>
2000%!5000 Count !7 0 !7
&rac2et you *all in
100.0> .0> 100.0>
!000 and a&ove Count 89 1 90
&rac2et you *all in
98.9> 1.1> 100.0>
Total Count 175 ! 178
&rac2et you *all in
98.!> 1.7> 100.0>
Analysis
-rom the a(o6e cross ta( !e can see that out of 10+ respondents2 there !ere only 12
questionnaires in !hich the respondent did not attempt this question# 1he rest of 1,, respondents
did eEpress their opinion# %+#%@ of the people !ho lie in the income (racket of 3,&&& and a(o6e
do drink 7uice# 1% respondents out of 10+ !ho lie in the income (racket of less than 1'&&&
consume 7uice# 1+ out of 10+ !ho lie in the in the income (racket of 1,&&& to 2'&&& consume
7uice and 30 out of 10+ !ho lie in the income (racket of 2,&&& to 3'&&& consume 7uices# 1he
ta(le sho!s that there are only 3 respondents !ho do not consume 7uice2 the rest of 0'
respondents consume 7uices
'+
1herefore from this ta(le !e can conclude that the consumption of 7uice depends upon the
income (racket in !hich the indi6idual lies#
Results
1his finding supports our /ypothesis and !e accept that income has significant impact on the
consumption of 7uices#
EFFECT OF GENDER ON DEGREE OF LIKING NESTLE ORANGE 1UICE
1o check !hether gender has any impact on the degree of liking of Nestle orange 7uice# $n the
questionnaire the questions !ere asked regarding the degree of liking of Nestle orange 7uice# Ay
using the data o(tained from questionnaire a cross ta( !as made to see the relationship (et!een
gender and degree of liking of Nestle ?range 7uice# -rom the results of this questionnaire the
follo!ing hypothesis !as concludedD
Hypothesis 2:
) significant relationship eEists (et!een gender and degree of liking of Nestle ?range Juice

)e(ree o* li2in( 9e#tle 3ran(e ,uice Total
li2e alot "i2e 9eutral di#li2e
'ender Male Count 4 !! 5 0 84
> +it$in 'ender 54.8> !9.!> .0> .0> 100.0>
Female Count 51 !7 5 1 94
> +it$in 'ender 54.!> !9.4> 5.!> 1.1> 100.0>
Total Count 97 70 10 1 178
> +it$in 'ender 54.5> !9.!> 5.> .> 100.0>
Analysis
-rom the a(o6e cross ta( (et!een gender and degree of liking of Nestle orange 7uice !e can see
that out of 10+ there !ere +4 male respondents and %4 female respondents !ho !ere included in
the sampling frame# ?ut of +4 male respondents '4#+@ like Nestle ?range 7uice a lot and 33#%@
only like Nestle orange 7uice# 1he ta(le sho!s that there !ere no male respondents !ho dislike
Nestle ?range 7uice# ?ut of %4 female respondents '4#3@ of the respondents like Nestle ?range
7uice a lot2 3%#4@ of the female respondents like the taste of Nestle ?range 7uice and only 1#1@
that is there !as only one female respondent !ho said that she did not like Nestle ?range 7uice#
1herefore from this ta(le !e cannot fully conclude that gender has significant affect on the
degree of liking of Nestle orange 7uice#
'%
Results
1he findings from the cross ta( does not fully support the hypothesis that gender has significant
impact on the degree of liking of Nestle ?range 7uice
EFFECT OF AGE ON CONSUMPTION OF NESTLE ORANGE 1UICE
1o check !hether age has any impact on the consumption of Nestle orange 7uice# $n the
questionnaire the questions !ere asked regarding the age (racket in !hich the respondent falls
and does the respondent consume Nestle orange 7uice# Ay using the data o(tained from
questionnaire a cross ta( !as made to see the relationship (et!een age and consumption of
Nestle ?range 7uice# -rom the results of this questionnaire the follo!ing hypothesis !as
concludedD
Hypothesis 3:
) significant relationship eEists (et!een age and consumption of Nestle ?range Juice
7o+ o*ten do you drin2 9e#tle oran(e /uice Total
mi##in( )aily -ee2ly 3cca#ionally
9ot
0..lica&le Mi##in(
0(e "e## t$an 15 Count 0 1 0 0 0 1
> +it$in
0(e
.0> 100.0> .0> .0> .0> 100.0>
1%20 Count 0 21 10 12 2 45
> +it$in
0(e
.0> 4.7> 22.2> 2.7> 4.4> 100.0>
21%25 Count 0 25 19 12 7 !
> +it$in
0(e
.0> !9.7> !0.2> 19.0> 11.1> 100.0>
2%!0 Count 0 1! 7 1! 0 !!
> +it$in
0(e
.0> !9.4> 21.2> !9.4> .0> 100.0>
!1 and a&ove Count 1 17 8 8 2 !
> +it$in
0(e
2.8> 47.2> 22.2> 22.2> 5.> 100.0>
Total Count 1 77 44 45 11 178
> +it$in
0(e
.> 4!.!> 24.7> 25.!> .2> 100.0>
Analysis
-rom the a(o6e cross ta( (et!een age and consumption of Nestle orange 7uice !e can see that
out of 10+ there !as only one respondent !ho did not respond to this question# ?ut of a total of
,&
3, respondents !ho fall in the age (racket of 31 and a(o6e 40#2@ of the respondents said that
they consume Nestle ?range 7uice on a daily (asis2 22#2@ stated that consume Nestle ?range
7uice on a !eekly (asis and 22#2@ stated that consume Nestle ?range 7uice occasionally#
?ut of 33 respondents !ho fall in the age (racket of 2,-3&2 3%#4@ stated that they consume
Nestle orange 7uice on a daily (asis2 21#2@ said that they consume Nestle orange 7uice on !eekly
(asis and 3%#4@ said that they consume Nestle orange 7uice on occasional (asis#
?ut of ,3 respondents !ho fall in the age (racket of 21-2'2 3%#0@ stated that they consume
Nestle orange 7uice on a daily (asis2 3&#2@ said that they consume Nestle orange 7uice on !eekly
(asis and 1%@ said that they consume Nestle orange 7uice on occasional (asis#
?ut of 4' respondents !ho fall in the age (racket of 1,-2&2 4,#0@ stated that they consume
Nestle orange 7uice on a daily (asis2 22#2@ said that they consume Nestle orange 7uice on !eekly
(asis and 2,#0@ said that they consume Nestle orange 7uice on occasional (asis#
1here !as only one respondent in the age (racket of less than 1' !ho consumed Nestle ?range
7uice (ut that too on occasional (asis#
1herefore from this ta(le !e cannot fully conclude that )ge has significant affect on the
consumption of Nestle orange 7uice (ecause the target market for Nestle orange 7uice is (et!een
1% and 31# ?ur findings also confirm that most of the respondents consuming Nestle ?range
7uice lie in this age (racket#
,1
Results
1he findings from the cross ta( fully supports our hypothesis that age has significant impact on
the consumption of Nestle ?range 7uice#
EFFECT OF TASTE ON CONSUMPTION OF NESTLE ORANGE 1UICE
1o check !hether taste has any affect on the consumption of Nestle orange 7uice# $n the
questionnaire the question !as asked2 if the consumers like the taste of Nestle orange 7uice or
not# Ay using the data o(tained from questionnaire a cross ta( !as made to see the relationship
(et!een consumption and taste# -rom the results of this question !e can conclude of the
hypothesis2 stated asD
Hypothesis 4:
ignificant relationship eEists (et!een the 1aste of Nestle ?range Juice and consumption of
Nestle ?range Juice.
7o+ o*ten do you drin2 9e#tle oran(e /uice Total
T08T? 3F 9?8T"? 3409'? ,:1C?
Mi##in( )aily -ee2ly 3cca#ionally
9ot
0..lica&le Mi##in(
Mi##in( Count 1 1 0 0 0 2
> +it$in -$at do you
t$in2 a&out t$e ta#te o*
9e#tle oran(e /uice
50.0> 50.0> .0> .0> .0> 100.0>
Very (ood Count 0 40 20 8 0 8
9e#tle oran(e /uice
.0> 58.8> 29.4> 11.8> .0> 100.0>
'ood Count 0 25 21 21 1 8
9e#tle oran(e /uice
.0> !.8> !0.9> !0.9> 1.5> 100.0>
9eutral Count 0 5 ! 5 1 14
9e#tle oran(e /uice
.0> !5.7> 21.4> !5.7> 7.1> 100.0>
@ad Count 0 4 0 5 0 9
9e#tle oran(e /uice
.0> 44.4> .0> 55.> .0> 100.0>
Very @ad Count 0 2 0 2 10
9e#tle oran(e /uice
.0> 20.0> .0> 0.0> 20.0> 100.0>
,2
9ot
a..lica&le
Count
0 0 0 0 7 7
9e#tle oran(e /uice
.0> .0> .0> .0> 100.0> 100.0>
Total Count 1 77 44 45 11 178
9e#tle oran(e /uice
.> 4!.!> 24.7> 25.!> .2> 100.0>
Analysis
-rom the a(o6e cross ta( !e can see that out of 10+ respondents2 there !ere only t!o
questionnaires in !hich the respondent did not attempt# $n the rest of 100 questionnaires the
respondents did eEpress their opinion# ?ut of ,+ respondents !ho (elie6e that the taste of Nestle
orange 7uice is 6ery good '+#+@ respondents consumed Nestle orange 7uice on a daily (asis2
24#4@ on a !eekly (asis and 11#+ @ consumed Nestle orange 7uice on occasional (asis#
?ut of ,+ respondents !ho (elie6e that the taste of Nestle orange 7uice is good 3,#+@
respondents consumed Nestle orange 7uice on a daily (asis2 3&#%@ on a !eekly (asis and 3&#% @
consumed Nestle orange 7uice on occasional (asis#
?ut of % respondents !ho (elie6e that the taste of Nestle orange 7uice is (ad 44#4@ =4
respondents> respondents consumed Nestle orange 7uice on a daily (asis and ''#, @ ='
respondents> consumed Nestle orange 7uice on occasional (asis#
?ut of 1& respondents !ho (elie6e that the taste of Nestle orange 7uice is 6ery (ad 2&@
respondents consumed Nestle orange 7uice on a daily (asis2 24#4@ on a !eekly (asis and ,& @
consumed Nestle orange 7uice on occasional (asis#
1here !ere a total of 0 respondents for !hom this question !as not applica(le#
,3
1herefore from this ta(le !e can conclude that the consumption of Nestle ?range 7uice depends
upon taste of Nestle orange 7uice as most of the people do like the taste of Nestle orange 7uice
Results
1his finding supports our /ypothesis and !e accept that taste has significant impact on the
consumption of Nestle ?range 7uice#
EFFECT OF PRICE ON CONSUMPTION OF NESTLE ORANGE 1UICE
1o check !hether price has any affect on the consumption of Nestle orange 7uice# $n the
questionnaire the question !as asked2 if the consumers !ere satisfied !ith the price Nestle
orange 7uice or not# Ay using the data o(tained from questionnaire a cross ta( !as made to see
the relationship (et!een price if Nestle ?range 7uice and consumption of Nestle ?range 7uice#
-rom the results of this question !e can conclude of the hypothesis2 stated asD
Hypothesis 5:
ignificant relationship eEists (et!een the 3rice of Nestle ?range Juice and consumption of
Nestle ?range Juice.
Con#um.tion o* 9e#tle oran(e /uice Total
Mi##in( )aily -ee2ly 3cca#ionally
9ot
0..lica&le mi##in(
Price Mi##in( Count 0 0 0 1 0 1
> +it$in Price .0> .0> .0> 100.0> .0> 100.0>
Very 1m.ortant Count 0 !! 1 ! 1 5!
> +it$in Price .0> 2.!> !0.2> 5.7> 1.9> 100.0>
1m.ortant Count 0 !0 18 18 5 71
> +it$in Price .0> 42.!> 25.4> 25.4> 7.0> 100.0>
9eutral Count 0 7 2 14 ! 2
> +it$in Price .0> 2.9> 7.7> 5!.8> 11.5> 100.0>
9ot 1m.ortant Count 1 8 2 2!
> +it$in Price 4.!> 2.1> !4.8> 2.1> 8.7> 100.0>
9ot 0t 0ll
1m.ortant
Count
0 1 0 ! 0 4
> +it$in Price .0> 25.0> .0> 75.0> .0> 100.0>
Total Count 1 77 44 45 11 178
> +it$in Price .> 4!.!> 24.7> 25.!> .2> 100.0>
,4
Analysis
-rom the a(o6e cross ta( !e can see that out of 10+ respondents2 there !ere 12 questionnaires in
!hich the respondent did not attempt this question# ?ut of '3 respondents ,2#3@ !ho consume
Nestle orange 7uice on a daily (asis considered price as 6ery important factor !hile purchasing
Nestle ?range 7uice# ?ut of 01 respondents 42#3@ !ho consume Nestle orange 7uice on a daily
(asis considered price as an important factor !hile purchasing Nestle ?range 7uice# ?ut of 20
respondents !ho consume Nestle orange 7uice 2,#1@ respondents considered price not an
important factor !hile purchasing Nestle orange 7uice#
1herefore from this ta(le !e can conclude that price !as an important factor that !as considered
!hile consuming Nestle ?range 7uice#
Results
1his finding supports our /ypothesis and !e accept that price has significant impact on the
consumption of Nestle ?range 7uice#
EFFECT OF ADVERTISEMENT ON CONSUMPTION OF NESTLE
ORANGE 1UICE
1o check !hether ad6ertisements ha6e any affect on the consumption of Nestle orange 7uice# $n
the questionnaire the question !as asked2 if the consumers !ere satisfied !ith the ad6ertising of
Nestle orange 7uice or not# Ay using the data o(tained from questionnaire a cross ta( !as made
,'
to see the relationship (et!een ad6ertising and consumption of Nestle ?range 7uice# -rom the
results of this question !e can conclude of the hypothesis2 stated asD
Hypothesis 6:
ignificant relationship eEists (et!een the )ppealing )d6ertisement of Nestle ?range Juice and
consumption of Nestle ?range Juice.
Con#um.tion o* 9e#tle oran(e /uice Total
mi##in( )aily -ee2ly 3cca#ionally
9ot
0..lica&le
0..ealin(
0dverti#ement
Mi##in( Count
0 2 1 0 0 !
> +it$in 0..ealin(
0dverti#ement
.0> .7> !!.!> .0> .0> 100.0>
Very im.ortant Count
0 ! 10 12 4 2
> +it$in 0..ealin(
0dverti#ement
.0> 58.1> 1.1> 19.4> .5> 100.0>
1m.ortant Count
0 19 15 14 0 48
> +it$in 0..ealin(
0dverti#ement
.0> !9.> !1.!> 29.2> .0> 100.0>
9eutral Count
1 14 1 15 5 51
> +it$in 0..ealin(
0dverti#ement
2.0> 27.5> !1.4> 29.4> 9.8> 100.0>
:nim.ortant Count
0 2 2 ! 0 7
> +it$in 0..ealin(
0dverti#ement
.0> 28.> 28.> 42.9> .0> 100.0>
Very unim.ortant Count
0 4 0 1 2 7
> +it$in 0..ealin(
0dverti#ement
.0> 57.1> .0> 14.!> 28.> 100.0>
Total Count
1 77 44 45 11 178
> +it$in 0..ealin(
0dverti#ement
.> 4!.!> 24.7> 25.!> .2> 100.0>
Analysis
-rom the a(o6e cross ta( !e can see that out of 10+ respondents2 there !ere 12 questionnaires in
!hich the respondent did not attempt this question# 1he ta(le sho!s that '+#1@ of respondents
!ho consume Nestle ?range Juice on a daily (asis feel that appealing ad6ertisement is 6ery
important2 3%#,@ feel that appealing ad6ertisement is important2 2+#,@ feel that appealing
ad6ertisement is not at all important#
1hose consumers !ho consume Nestle ?range 7uice on a !eekly (asis 1,#1@ feel that appealing
ad6ertisement is 6ery important2 31#3 percent feel that appealing ad6ertisement is important and
2+#,@ feel that appealing ad6ertisement is not important for consumption of Nestle orange 7uice#
,,
1herefore from this ta(le !e can conclude that )ppealing ad6ertisement !as an important factor
considered !hile consuming Nestle ?range 7uice#
Results
1his finding supports our /ypothesis and !e accept that appealing ad6ertisement has significant
impact on the consumption of Nestle ?range 7uice#
EFFECT OF LIKING NESTLE 1UICE ON LIKING NESTLE ORANGE
1UICE
1o check !hether the degree of liking Nestle Juice ha6e any impact on the degree of liking
Nestle ?range Juice# $n the questionnaire the question !as asked2 to the consumers Nestle 7uices
and the degree to !hich they liked orange fla6or# Ay using the data o(tained from questionnaire
a cross ta( !as made to see the relationship (et!een degree of liking nestle 7uice to degree of
liking Nestle orange 7uice# -rom the results of this question !e can conclude of the hypothesis2
stated asD
,0
Hypothesis 7:
;egree of liking Nestle 7uice has any impact on the degree of liking Nestle orange 7uice#

)e(ree o* li2in( 3ran(e Total
li2e alot li2e neutral di#li2e di#li2e alot li2e alot
)e(ree o*
li2in( 9e#tle
,uice
li2e alot Count 49 2 14 5 ! 97
> +it$in )e(ree o*
li2in( 9e#tle ,uice
50.5> 2.8> 14.4> 5.2> !.1> 100.0>
"i2e Count
22 !7 ! ! 5 70
> +it$in )e(ree o*
li2in( 9e#tle ,uice
!1.4> 52.9> 4.!> 4.!> 7.1> 100.0>
9eutral Count
2 0 1 1 10
> +it$in )e(ree o*
li2in( 9e#tle ,uice
0.0> 20.0> .0> 10.0> 10.0> 100.0>
)i#li2e Count
0 0 0 1 0 1
> +it$in )e(ree o*
li2in( 9e#tle ,uice
.0> .0> .0> 100> .0> 100.0>
Total Count
77 17 9 9 178
> +it$in )e(ree o*
li2in( 9e#tle ,uice
4!.!> !7.1> 9.> 5.1> 5.1> 100.0>
Analysis
-rom the a(o6e cross ta( !e can see that out of 10+ respondents attempted this question# 1he
ta(le sho!s that '&#'@ of respondents !ho like Nestle Juice to a large eEtent also like a lot the
orange fla6or of Nestle 7uice# 2,#+@ of respondents !ho like Nestle Juice to a large eEtent also
like the orange fla6or of Nestle 7uice# ?nly 3#1@ of respondents !ho like Nestle Juice to a large
eEtent also dislike the orange fla6or of Nestle 7uice#
31#4@ of respondents !ho like Nestle Juice also like a lot the orange fla6or of Nestle 7uice#
'2#%@ of respondents !ho like Nestle Juice also like the orange fla6or of Nestle 7uice# 4#3@ of
respondents !ho like Nestle Juice also dislike like the orange fla6or of Nestle 7uice#
1here !as only one respondent !ho disliked Nestle Juices and also disliked the orange fla6or of
Nestle 7uices#
,+
1herefore from this ta(le !e can conclude that those people !ho like Nestle 7uices also like
Nestle ?range 7uices as !ell#
Results
1his finding supports our /ypothesis and !e accept that degree of liking Nestle 7uices has
significant impact on the degree of liking Nestle ?range 7uice#
EFFECT OF TASTE ON DEGREE OF LIKING SHEZAN
1o check !hether the taste any impact on the degree of liking he"an ?range Juice# $n the
questionnaire the question !as asked2 regarding the taste of he"an and degree of likeness for
he"an# Ay using the data o(tained from questionnaire a cross ta( !as made to see the
relationship (et!een taste and degree of liking he"an# -rom the results of this question !e can
conclude of the hypothesis2 stated asD
Hypothesis 8:
) significant relationship eEists (et!een 1aste and ;egree of liking he"an 7uice#
de(ree o* li2in( 8$e;an Total
,%
mi##in( li2e alot li2e neutral di#li2e di#li2e a lot mi##in(
Ta#te Mi##in( Count 0 1 0 1 1 0 !
> +it$in Ta#te
.0> !!.!> .0> !!.!> !!.!> .0> 100.0>
7i($ly 8ati#*ied Count
0 1! 18 ! 0 0 !4
> +it$in Ta#te
.0> !8.2> 52.9> 8.8> .0> .0> 100.0>
8ati#*ied Count
1 10 2 22 2 0 1
> +it$in Ta#te
1.> 1.4> 42.> !.1> !.!> .0> 100.0>
9eutral Count
! 1 1 20 ! 49
> +it$in Ta#te
.1> 2.0> !2.7> 40.8> 12.2> .1> 100.0>
)i##ati#*ied Count
0 1 4 7 4 22
> +it$in Ta#te
.0> 4.5> 18.2> !1.8> 27.!> 18.2> 100.0>
7i($ly )i##ati#*ied Count
0 0 ! 1 ! 1 8
> +it$in Ta#te
.0> .0> !7.5> 12.5> !7.5> 12.5> 100.0>
Total Count
4 2 7 54 18 8 178
> +it$in Ta#te
2.!> 14.7> !7.9> !0.5> 10.2> 4.5> 100.0>
Analysis
-rom the a(o6e cross ta( !e can see that out of 10+ respondents attempted this question# 1he
ta(le sho!s that 3+#2@ of respondents !ho like he"an Juice to a large eEtent !ere also highly
satisfied !ith the taste of he"an ?range 7uice# 1,#4@ of respondents !ho like he"an Juice to a
large eEtent !ere also satisfied !ith the taste of he"an ?range 7uice# 1here !ere only 4#'@ of
respondents !ho like he"an Juice to a large eEtent (ut !ere dissatisfied !ith the taste of he"an
?range 7uice#
1here !ere only 20#3@ of the respondents !ho did not like he"an 7uice and !ere also
dissatisfied !ith the taste of he"an 7uice
0&
1herefore from this ta(le !e can conclude that those people !ho like he"an 7uices !ere also
satisfied !ith the 1aste of he"an 7uices as !ell#
Results
1his finding supports our /ypothesis and !e accept that taste significant impact on the degree of
liking he"an ?range 7uice#
SATISFACTION OF CONSUMERS WITH THE PACKAGING OF NESTLE
ORANGE 1UICE
1o check !hether different types of Nestle orange 7uice consumers are satisfied !ith the
packaging of nestle 7uice or notC Ay using the data o(tained from questionnaire a cross ta( !as
made to see the relationship (et!een the types of consumers of the 7uice and their le6el of
satisfaction !ith the packaging of the 7uice# -rom the results of this question !e can conclude of
the hypothesis2 stated asD
Hypothesis 9:
) significant relationship eEists (et!een the degree of satisfaction of consumers !ith the
packaging of the Nestle ?range 7uice#

8ati#*action +it$ Pac2a(in( o* 9e#tle
,uice Total
=e# 9o Mi##in( =e#
Main
Cu#tomer#
3* 9e#tle
Colle(e 8tudent# Count 12 1 2 15
> +it$in Main
Cu#tomer# 3* 9e#tle
80.0> .7> 1!.!> 100.0>
7ou#e -i*eA# Count 12 ! 0 15
> +it$in Main
Cu#tomer# 3* 9e#tle
80.0> 20.0> .0> 100.0>
8ervant# Count 4 2 0
> +it$in Main
Cu#tomer# 3* 9e#tle
.7> !!.!> .0> 100.0>
3T7?48 Count 1 2 0 !
> +it$in Main
Cu#tomer# 3* 9e#tle
!!.!> .7> .0> 100.0>
C 6 7 Count 5 0 0 5
> +it$in Main
Cu#tomer# 3* 9e#tle
100.0> .0> .0> 100.0>
7 6 8 Count 2 0 0 2
> +it$in Main
Cu#tomer# 3* 9e#tle
100.0> .0> .0> 100.0>
0ll Count 11 0 0 11
01
> +it$in Main
Cu#tomer# 3* 9e#tle
100.0> .0> .0> 100.0>
C 6 8 Count 2 0 0 2
> +it$in Main
Cu#tomer# 3* 9e#tle
100.0> .0> .0> 100.0>
Total Count 49 8 2 59
> +it$in Main
Cu#tomer# 3* 9e#tle
8!.1> 1!.> !.4> 100.0>
Analysis
-rom the a(o6e cross ta( !e can see that as per the distri(utors +&@ of the college students2 that
is the ma7ority2 are satisfied !ith the packaging of the 7uice2 also as per the distri(utors +&@ of
the house !i6es are also satisfied !ith Nestle orange JuiceBs packaging2 ,,#0@ of the ser6ants
are satisfied !hile relati6ely lo!er percentage of 33#3@ of the ser6ants are unsatisfied !ith the
packaging#
1he remaining types of consumers ha6e (een lumped under the category of H?thersB# o the ta(le
sho!s that the ma7ority of these remaining types of consumers are dissatisfied !ith the
packaging of Nestle ?range 7uice# /o!e6er if !e look at the students2 house!i6es and the
ser6ants in pairs then !e can see clearly that they are all satisfied !ith the packaging#
1herefore from this ta(le !e can clearly conclude o6er all the 6arious sorts of consumers of
Nestle are satisfied !ith the packaging of the 7uice#
Results
1he findings from the cross ta( supports the hypothesis and !e can say that ma7ority of the
6arious sorts of Nestle ?range consumers are satisfied !ith itBs packaging#
02
RETAILER ANALYSIS
ANALYSIS OF RESPONSES TO GENERAL QUESTIONS
Fe collected responses from ,& retailers2 to kno! !hat they say a(out the declining sales of
Nestle ?range Juice# )s retailers are supposed to ha6e direct contact !ith customers2 they
recei6e daily complaints directly from the customers# o their input !as of great importance#
LOCATION OF RETAILERS
*ocation
1 1.7 1.7 1.7
12 20.! 20.! 22.0
10 1.9 1.9 !9.0
7 11.9 11.9 50.8
8 1!. 1!. 4.4
7 11.9 11.9 7.!
1 1.7 1.7 78.0
! 5.1 5.1 8!.1
5 8.5 8.5 91.5
5 8.5 8.5 100.0
59 100.0 100.0
9o 4e#.on#e
)e*en#e
'ul&er(
Cantt
"in2 4oad
@$atta C$oc2
&adian
0904B0"1
870)M09
C0V?"4=
Total
Valid
Cumulative
Percent
Fe selected retailers from ma7or areas of .ahore for our analysis# ?ut of the ,& retailers2 2&@
!ere from defence (ecause as per our literature search !e found out that defence is ma7or sales
generating area of .ahore in case of Nestle ?range Juices#
o our ma7or retailers !ere from 3 areas that is defence2 <ul(erg and *antt# Fe had 2&@ of the
retailers from defence2 1,#%@ from <ul(erg and 11#%@ from *antt area#
03
C0V?"4=
870)M09
0904B0"1
&adian
@$atta C$oc2
"in2 4oad
Cantt
'ul&er(
)e*en#e
9o 4e#.on#e
*ocation
DEGREE OF SATISFACTION WITH PACKAGING OF NESTLE ORANGE
1UICE
"atisfaction %ith Packaging of Nestle )uice
49 8!.1 8!.1 8!.1
8 1!. 1!. 9.
2 !.4 !.4 100.0
59 100.0 100.0
=e#
9o
!
Total
Valid
Cumulative
Percent
)ccording to the question posed to retailers regarding packaging of Nestle ?range Juice2 !e
found a fa6ora(le response to!ards packaging (y +3@ of the retailers (eing satisfied (y the
packaging of Nestle ?range Juice#
04
"atisfaction %ith Packaging of Nestle )uice
MA1OR COMPETITORS OF NESTLE ORANGE 1UICE
+a&or ,om#etitor of Nestle (range )uice
1 27.1 27.1 27.1
17 28.8 28.8 55.9
! 5.1 5.1 1.0
1 1.7 1.7 2.7
10.2 10.2 72.9
5 8.5 8.5 81.4
9 15.! 15.! 9.
2 !.4 !.4 100.0
59 100.0 100.0
Minute Maid
8$e;an
7alee&
3t$er#
0ll
M 6 8
8 6 7
M 6 7
Total
Valid
Cumulative
Percent
Fe asked the retailers to tell us a(out the ma7or competitors of Nestle ?range Juice so as to
kno! !hat May (e the reason attri(uted (y the retailers to the declining sales of Nestle ?range
Juice# Retailers marked he"an and Minute Maid as (eing the ma7or competitors !here the
consumer is most likely to !itch to# 2+#+@ of the retailers ranked he"an as top competitors5
0'
Minute Maid (eing a ne!ly launched ?range Juice has also (een marked as second ma7or
competitors (y 20#1@ of the retailers#
+a&or ,om#etitor of Nestle (range )uice
DURATION IN RETAIL BUSINESS
Duration in Retail -usines
17 28.8 28.8 28.8
27 45.8 45.8 74.
10.2 10.2 84.7
9 15.! 15.! 100.0
59 100.0 100.0
3ne =ear
T+o =ear#
T$ree =ear#
3t$er#
Total
Valid
Cumulative
Percent
0,
1he num(er of years spent in a particular (usiness is one of the important attri(ute2 as old is a
retail store2 more it is kno!n (y the community# Fe selected those retailers !ho !ere at least in
the retailing (usiness for more than a year# )s per our analysis 4'#+ @ of the retailers !ere in
their current (usiness since t!o years# 2+#+ @ of retailers !ere in the said (usiness for around a
year and 1&#2@ for three years#
3t$er# T$ree =ear# T+o =ear# 3ne =ear
P
e
r
c
e
n
t
50
40
!0
20
10
0
REGULAR SUPPLY OF NESTLE ORANGE 1UICE
"u##lies of Nestle (range )uice
2 44.1 44.1 44.1
!! 55.9 55.9 100.0
59 100.0 100.0
=e#
9o
Total
Valid
Cumulative
Percent
00
Fe asked the retailers a(out !hether they get timely and sufficient supply of Nestle ?range
Juice2 and surprising results !ere re6ealed# ''#%@ of the retailers replied that they do not recei6e
timely and sufficient supply from Nestle# 1his comprises of more than a half of the retailers !ho
are not getting supply of nestle ?range 7uices as desired (y them#
9o =e#
P
e
r
c
e
n
t
0
50
40
!0
20
10
0
AFFECT OF PRICE CHANGE ON SALES
Affect of Price changes on sales
28 47.5 47.5 47.5
!1 52.5 52.5 100.0
59 100.0 100.0
=e#
9o
Total
Valid
Cumulative
Percent
0+
$n 2&&+2 the price of nestle ?range Juice has also (een raised# Fe asked the retailers a(out their
Responses regarding this aspect# Fe asked the retailers !hether increase $n price effects the sales
or not# 40#'@ of the retailers responded that the change has affected the sales# 1his is almost half
of the retailers saying so# /o!e6er rest of there retailers said that it did not effected their sales#
9o =e#
P
e
r
c
e
n
t
0
50
40
!0
20
10
0
NESTLE CHILLERS
Cumulative
Percent
Valid =e# 2 44.1 44.1 44.1
9o !! 55.9 55.9 100.0
Total 59 100.0 100.0
Fhile !e sur6eyed the distri(utors !e found out that 44#1@ of the distri(utors had proper Nestle
chillers a6aila(le !ith them !here they had placed ?range Juice to cool do!n and from these
chillers consumers !ere (eing pro6ided cool and chilled packs of Nestle orange 7uice# )lso as it
0%
is e6ident from the ta(le and the graph as !ell that ''#%@ of the distri(utors did not ha6e
NestlBs supplied chillers#
PACKAGING OF NESTLE 1UICES WHICH SELLS THE MOST
Cumulative
Percent
Valid 200 ml 18 !0.5 !0.5 !0.5
1000 ml 21 !5. !5. .1
@ot$ 20 !!.9 !!.9 100.0
Total 59 100.0 100.0
)lso during our study !e tried to figure out that as per the distri(utors2 !hat package si"e of
Nestle orange 7uice is (eing sold the most# -rom the sur6ey results !e found out that the sales of
(oth 2&&ml and 1&&& ml packs !ere almost the same# 2&&ml had 3&#'@ sales rate !hile 1&&&ml
had a 3'#,@ sales rate# 1he difference is 6ery small and thus !e can see and conclude that (oth
2&&ml and 1&&&ml packs of Nestle ?range Juice are equally popular !ith the people and people
are in need of and (uy (oth si"es# 1he demand of 1&&&ml is slightly more that 2&&ml (ut this
difference is 6ery small and is almost negligi(le#
+&
CONCLUSION
)s all the questionnaires !ere administered (y us2 !e came across certain findings other than our
questionnaires# Fe recorded those findings asD
Retailers had (iggest supply pro(lem# 1hey said that the only thing that is hindering the sales is
lack of timely supply as !ell as insufficient supply# 1hey say that demand is 6ery much higher
than the supply recei6ed# )lso2 they said that there is a lo! a6aila(ility of chillers from Nestle#
Juices are preferred !hen they are properly chilled2 especially in case of Nestle ?range Juice5 its
taste is (itter so it gi6es the (est taste !hen chilled# $t has a ridiculous taste if hot# )ccording to
the retailers this also is the pro(lem adding to declining sales#
+1
CROSS TABS
PREFERENCE OF RETAILERS TO STOCK NESTLE ORANGE 1UICE
1o check !hether the retailers like to stock Nestle Juices at their outlets or notC $n the
questionnaire2 pertaining to the retailers2 questions !ere asked regarding !hether the retailers
keep stock of Nestle ?range Juice !ith them or notC Ay using the data o(tained from
questionnaire a cross ta( !as made to see the relationship (et!een the (rands Nestle and in
particular itBs orange 7uice and (et!een the counts of stocks the retailers hold !ith them# -rom
the results of this questionnaire the follo!ing hypothesis !as concludedD
Hypothesis 1:
) significant relationship eEists (et!een Nestle (rand 7uices and preference to stock then (y the
Retailers.

8toc2 ,uice# Total
=e# 9o =e#
,uice# @rand
C9e#tleD
=e# Count !9 12 51
> +it$in ,uice#
@rand C9e#tleD
7.5> 2!.5> 100.0>
9o Count 4 ! 7
> +it$in ,uice#
@rand C9e#tleD
57.1> 42.9> 100.0>
Mi##in(
Count 0 1 1
> +it$in ,uice#
@rand C9e#tleD
.0> 100.0> 100.0>
Total Count 4! 1 59
> +it$in ,uice#
@rand C9e#tleD
72.9> 27.1> 100.0>
Analysis:
-rom the a(o6e cross ta( (et!een Nestle ?range 7uice and count of stock !e can see that out of
a total of 1&&@ supplies of Nestle2 0,#'@ retailers stock Nestle Juices and only 23#'@ retailers
do not stock Nestle Juice#
1herefore from this ta(le !e can see clearly that retailers like to place Nestle Juice and like to
stock it !ith them#
+2
Results:
1he findings from the cross ta( does fully support the hypothesis and !e can say safely that
retailers like to stock a significant amount of Nestle ?range Juice !ith them#
PREFERENCE BY RETAILERS TO STOCK SHEZAN O RANGE 1UICE
1o check !hether the retailers like to stock he"an Juices at their outlets or notC $n the
keep stock of he"an ?range Juice !ith them or notC Ay using the data o(tained from
questionnaire a cross ta( !as made to see the relationship (et!een the (rand he"an Bs orange
7uice and (et!een the count of stocks the retailers hold !ith them# -rom the results of this
questionnaire the follo!ing hypothesis !as concludedD
Hypothesis 2:
) significant relationship eEists (et!een he"an (rand 7uices and preference to stock then (y the
Retailers.

8toc2 ,uice# Total
=e# 9o =e#
,uice# @rand
C8$e;anD
=e# Count !4 9 4!
> +it$in ,uice#
@rand C8$e;anD
79.1> 20.9> 100.0>
9o Count 9 7 1
+3
> +it$in ,uice#
@rand C8$e;anD
5.!> 4!.8> 100.0>
Total Count 4! 1 59
> +it$in ,uice#
@rand C8$e;anD
72.9> 27.1> 100.0>
Analysis
-rom the a(o6e cross ta( (et!een he"an ?range 7uice and count of stock !e can see that out of
a total of 1&&@ supplies of he"an ?range 7uice2 0%#1@ retailers he"an Juices !hile 2&#%@ do
not stock he"an 7uices#
1herefore from this ta(le !e can see clearly that retailers also like to place he"an orange Juice
!ith them#
Results
1he findings from the cross ta( supports the hypothesis and !e can say that retailers like to stock
a he"an ?range Juice !ith them#
+4
PREFERENCE BY RETAILERS TO STOCK MINUTE MAID 1UICE
1o check !hether the retailers like to stock Minute Maid at their outlets or notC $n the
keep stock of Minute Maid !ith them or notC Ay using the data o(tained from questionnaire a
cross ta( !as made to see the relationship (et!een the (rand Minute Maid and (et!een the
count of stocks the retailers hold !ith them# -rom the results of this questionnaire the follo!ing
hypothesis !as concludedD
Hypothesis 3:
) significant relationship eEists (et!een Minute Maid 7uices and preference to stock then (y the
Retailers.

8toc2 ,uice# Total
=e# 9o =e#
,uice# @rand
CMinute MaidD
=e# Count 1 7 2!
> +it$in ,uice#
@rand CMinute MaidD
9.> !0.4> 100.0>
9o Count 27 9 !
> +it$in ,uice#
@rand CMinute MaidD
75.0> 25.0> 100.0>
Total Count 4! 1 59
> +it$in ,uice#
@rand CMinute MaidD
72.9> 27.1> 100.0>
Analysis
-rom the a(o6e cross ta( (et!een Minute Maid and count of stock !e can see that out of a total
of 1&&@ supplies of Minuet Maid2 ,%#,@ of retailers stock Minute Maid !hile 3&#4@ of retailers
do not stock Minute Maid#
1herefore from this ta(le !e can see clearly that retailers also like to place Minute maid !ith
them#
+'
Results
1he findings from the cross ta( supports the hypothesis and !e can say that retailers also like to
stock Minute Maid !ith them#
RELATION OF ADVERTISEMENT WITH SALE OF NESTLE
ORANGE 1UICE
1o check !hether this hypothesis is true or not2 !e tried to see the relationship (et!een the
appealing ad6ertisement and the sale of Nestle ?range Juice#
Hypothesis 4:
1here is a significant relationship (et!een sales and appealing ad6ertisement of Nestle ?range
Juice#
ale ?f Nestle
?range Juice 1otal
:9 N?
)ppealing :9 *ount % 14 23
+,
)d6ertisement
@ !ithin )ppealing
)d6ertisement
3%#1@ ,&#%@ 1&&#&@
N? *ount 2% 10 4,
@ !ithin )ppealing
)d6ertisement
,3#&@ 30#&@ 1&&#&@
1otal *ount 3+ 31 ,%
@ !ithin )ppealing
)d6ertisement
''#&@ 4'#&@ 1&&#&@
Analysis
1he ta(le sho!s that ,% retailers !ere questioned regarding the appealing ad6ertisement of
Nestle ?range Juice# 1he ta(le sho!s that ,&#%@ of retailers (elie6e that appealing
ad6ertisement !ill not ha6e an effect on sales of Nestle ?range Juice# ?nly 3%#1@ said that
appealing ad6ertisement !ill ha6e an effect on the sales of Nestle ?range 7uice
Result:
$n short our hypothesis is not supported
EFFECT OF SALES OF NESTLE ORANGE 1UICE ON PROFIT MARGIN
1o check !hether sales has any impact on the profit margin of Nestle orange 7uice# $n the
questionnaire the questions !ere asked regarding the sales pattern of Nestle orange 7uice that is
!hether the sales are high or lo!# Ay using the data o(tained from questionnaire a cross ta( !as
made to see the relationship (et!een the sales of Nestle orange 7uice and the 3rofit margin of
Nestle ?range 7uice# -rom the results of this questionnaire the follo!ing hypothesis !as
concludedD
Hypothesis 5:
) significant relationship eEists (et!een the sales and the profit margin of Nestle ?range Juice

Pro*it Mar(in Total
Per Pac2 Per Carton @ot$ Per Pac2
Mo#t 8old @rand o*
3ran(e ,uice C9e#tleD
7i($e#t 8ale# Count 5 !1 8 44
> +it$in Mo#t 8old @rand
o* 3ran(e ,uice C9e#tleD
11.4> 70.5> 18.2> 100.0>
"o+e#t 8ale# Count 2 2 11 15
1!.!> 1!.!> 7!.!> 100.0>
+0
Total Count 7 !! 19 59
11.9> 55.9> !2.2> 100.0>
Analysis
-rom the a(o6e cross ta( (et!een sales and the profit margin of Nestle orange 7uice !e can see
that amongst the group of retailers !ho are eEperiencing highest sales of nestle orange 7uice2
11#4@ say that the resultant profit margin of this high sale is due to pack sales !hile 0&#'@ say
that the profit margin is due to carton sales !hile 1+#2@ of them attri(ute the high profit margin
sales to the sales of (oth pack and carton sales#
1he ta(le also sho!s that those retailers !ho are eEperiencing lo! sales of Nestle ?range 7uice
amongst those retailers 13#3@ of the retailers say that their lo! profit margin is due to pack
7uices2 the same percent that is 13#3@ say that it is due to carton sales !hile 03#3@ of the
retailers attri(ute this lo! sales to (oth pack and carton sales#
1herefore from this ta(le !e can conclude that !hen there are sales in (ulk2 that is2 in cartons it
results in high profit margin#
Results
1he findings from the cross ta( supports the hypothesis and !e can say that as the sales of Nestle
?range 7uice rises up2 the resultant profit margin also goes up so !e accept the hypothesis#
++
EFFECT OF SALES OF SHEZAN ORANGE 1UICE ON PROFIT MARGIN
1o check !hether sales has any impact on the profit margin of he"an orange 7uice# $n the
questionnaire the questions !ere asked regarding the sales pattern of he"an orange 7uice that is
!hether the sales are high or lo!# Ay using the data o(tained from questionnaire a cross ta( !as
made to see the relationship (et!een the sales of he"an orange 7uice and the 3rofit margin of
he"an ?range 7uice# -rom the results of this questionnaire the follo!ing hypothesis !as
concludedD
Hypothesis 6:
) significant relationship eEists (et!een the sales and the profit margin of he"an ?range Juice

Pro*it Mar(in Total
Mo#t 8old @rand o*
3ran(e ,uice C8$e;anD
7i($e#t 8ale# Count ! 12 10 25
o* 3ran(e ,uice C8$e;anD
12.0> 48.0> 40.0> 100.0>
"o+e#t 8ale# Count 4 21 9 !4
11.8> 1.8> 2.5> 100.0>
11.9> 55.9> !2.2> 100.0>
Analysis
-rom the a(o6e cross ta( (et!een sales and the profit margin of he"an orange 7uice !e can see
that amongst the group of retailers !ho are eEperiencing highest sales of he"an orange 7uice2
12@ say that the resultant profit margin of this high sale is due to pack sales !hile 4+@ say that
the profit margin is due to carton sales !hile 4&@ of them attri(ute the high profit margin sales
to the sales of (oth pack and carton sales#
1he ta(le also sho!s that those retailers !ho are eEperiencing lo! sales of he"an ?range 7uice
amongst those retailers 11#+@ of the retailers say that their lo! profit margin is due to pack
7uices2 ,1#+@ say that it is due to carton sales !hile 2,#'@ of the retailers attri(ute this lo! sales
to (oth pack and carton sales#
1herefore from this ta(le !e can conclude that !hen there are sales in (ulk2 that is2 in cartons it
results in high profit margin#
+%
Results:
1he findings from the cross ta( supports the hypothesis and !e can say that as the sales of
he"an ?range 7uice rises up2 the resultant profit margin also goes up so !e accept the
hypothesis#
EFFECT OF PRICE CHANGE ON PROFIT MARGIN OF NESTLE
ORANGE 1UICE
1o check !hether changes in price of Nestle orange 7uice has any impact on the profit margin
due to sales of Nestle orange pack2 carton or (oth# $n the questionnaire the questions !ere asked
regarding the effect of change of price of Nestle orange 7uice# Ay using the data o(tained from
questionnaire a cross ta( !as made to see the relationship (et!een price change and resultant
profit margin of Nestle ?range 7uice# -rom the results of this questionnaire the follo!ing
hypothesis !as concludedD
Hypothesis 7:
) significant relationship eEists (et!een the price of the 7uice and the profit margin of Nestle
?range Juice

Pro*it Mar(in Total
0**ect o* Price c$an(e# =e# Count 1 19 8 28
%&
on #ale#
> +it$in 0**ect o* Price
c$an(e# on #ale#
!.> 7.9> 28.> 100.0>
9o Count 14 11 !1
c$an(e# on #ale#
19.4> 45.2> !5.5> 100.0>
c$an(e# on #ale#
11.9> 55.9> !2.2> 100.0>
Analysis
-rom the a(o6e cross ta( !e can see that out of 2+ distri(utors !ho !ere reached 3#,@ said that
the change in the price of Nestle orange effected profit margin per pack2 !hereas a large chunk
of ,0#%@ say that the effect of price has an impact on profit margin per carton and 2+#,@ said
that the price change has an impact on the profit margin of (oth pack and carton#
1herefore from this ta(le !e can clearly conclude that the more the price changes the more the
profit margin 6aries at the le6el of carton sales#
Results
1he findings from the cross ta( supports the hypothesis and !e can say that as the price changes
of Nestle ?range 7uice the resultant profit margin also starts changing and so !e accept the
hypothesis#
%1
LIMITATION
ome of the limitations that !e faced during our pro7ect are as follo!sD
1ime constraint#
.imited resources = financial2 manpo!er>
o 1he research could only (e conducted in the city of .ahore due to limited
resources and manpo!er#
o Research is conducted only in educational institutes of .ahore i#e# .ahore chool
of 9conomics and 8innaird *ollege#
1he sample si"e for retailers !as 6ery small#
RECOMMENDATION
1hrough the questionnaires !e came to kno! 3eopleBs recommendations and suggestions
regarding Nestle orange 7uice# 1he *ompany is di6ersifying its product range# $n the first quarter
of 2&&+ Nestle Juices added a ne! fla6or to their product range# 1his di6ersification in product
range has some!hat affected the sales of Nestle ?range 7uice#
) 6ery important area for impro6ement is ad6ertisement and promotional acti6ities of
Nestle ?range Juice# ;uring our analysis !e found out that most of the respondents !ere
una!are a(out the ne! campaign of Nestle ?range 7uice named Lunrise *ampaignM#
1here should (e 6igorous ad6ertisement of the (rand !ith telecasting quality 1N
commercials that should cater the target audience
*ompany should do cele(rity endorsement2 to promote the (rand to increase consumption
and hence sales#
;uring our sur6ey !e found that most of the sales of 2&& ml packaging of Nestle ?range
7uice are in schools and colleges# 3eople complained that Nestle should increase the
content of 7uice from 2&&ml to 2'& ml (ecause most of the other (rands such as he"an
and county are a6aila(le in 2'& ml packing therefore Nestle should take into
consideration a(out increasing the 7uice content from 2&&ml to 2'&ml#
Most of the people consuming Nestle ?range 7uice suggested that Nestle should think
a(out adding add pulp content in their Nestle ?range 7uice#
Nestle should consider a(out decreasing the price of Nestle ?range 7uice in order to
increase sales#

%2
CONCLUSION
)fter going through all the stages of marketing research process in order to kno! the reasons for
declining sales of Nestle ?range 7uice !e found that most of the people !ere quite satisfied !ith
the taste of Nestle orange 7uice# 1hey !ere still consuming Nestle ?range 7uice despite the (itter
taste# 1o some eEtent the consumers !ere satisfied !ith the price of Nestle orange 7uice (ecause
according to them they percei6e Nestle Juices to (e quality and healthy 7uices# 1he analysis
sho!ed that people also ha6e liking to!ards Nestle ?range 7uice#
-rom the results of the sur6ey !e can conclude that the pro(lem of decline in sales !as not
mostly due to change in consumer perceptions to!ards taste or other competing (rands# $t might
(e due to o change in internal *ompany polices or strategies#

%3
%4
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. our corporation will be appreciated.
PERSONAL INFORMATION
-------------------------------------------------------------------------------------
!ender"
#ale $emale
%ge"
Less than &' &()*+ *&)*' *(),+ ,&),' and above
-esidential %rea"
!ulberg .efence #odel Town
Others//////////////
Which income brac0et do you fall in1
Less than &'+++ &(+++)*'+++ *(+++),'+++ ,(+++
and above
Educational Level" ////////////////////// ////// 23lease Specify4
.o you drin0 juice1
es No
What is your preference1
$resh 3ac0aged 5oth
Which brand do you prefer1
She6an Nestle #inute #aid
7aleeb
Others ////////////// 23lease specify4
Which 8avor do you li0e the most1
%pple 3ineapple Orange !rapes
!uava #i9ed Others ///////////////////
23lease specify4
%'
:ndicate your degree of li0ing.
Shezan
Nestle
Minute Maid
Haleeb
Others Please specif
:ndicate your degree of li0ing.
Apple
Pineapple
Oran!e
"rapes
"ua#a
Mi$ed
Other %Specif&
7ow important are the following factors in in8uencing your purchase of pac0aged
juice1
Price
Pac'a!in!
(ualit
Taste
Su!ar Free
Fruit )*ntent
Appealin! Ad#ertise+ent
%,
LI,E A LOT LI,E NE-TRAL .ISLI,E
LI,E A LOT LI,E .ISLI,E .ISLI,E A LOT
.ISLI,E A LOT
/er
i+p*rtant
I+p*rtant Neutral -ni+p*rtant
/er
-ni+p*rtant
7ow important are the following factors in in8uencing your purchase of pac0aged
juice1
HALEE0 ORAN"E 1-I)E
Price
Pac'a!in!
(ualit
Taste
Su!ar Free
Fruit )*ntent
NESTLE ORAN"E 1-I)E
Price
Pac'a!in!
(ualit
Taste
Su!ar Free
Fruit )*ntent
SHE2AN ORAN"E 1-I)E
Price
Pac'a!in!
(ualit
Taste
Su!ar Free
Fruit )*ntent
%0
/er
i+p*rtant
/er
-ni+p*rtant
/er
i+p*rtant
/er
-ni+p*rtant
/er
i+p*rtant
/er
-ni+p*rtant
MIN-TE MAI.
Price
Pac'a!in!
(ualit
Taste
Su!ar Free
Fruit )*ntent
SE)TION A
%F*r nestle users3 if n*t *u are n*t nestle user4 please 5ip *#er and +*#e
t* secti*n 0&
7ow often do you drin0 Nestle orange juice1
.aily Wee0ly Occasionally
7ow many times in a day do you ta0e Nestle orange juice" /////// times 23lease
specify4
Where do you purchase juice from1 2tic0 all that apply4
Small town shops .epartmental stores Others
/////////////////// 23lease specify4
What pac0aging si6e do you purchase1
*++ml &+++ml 5oth //////////////// 23lease specify4
:f Nestle orange juice is not available which other brand do you prefer1
She6an #inute #aid 7aleeb
;ountry
Others //////////////// 23lease specify4
%+
/er
i+p*rtant
/er
-ni+p*rtant
<. What do you thin0 about the taste of Nestle orange juice1 3lease Tic0.

SE)TION 0 %F*r *ther brands&
<. 3lease select your reason2s4 for not drin0ing Nestle Orange juice 2Tic0 all that
apply4
5itter taste 7igh price #issing pulp content
Others //////////////// 23lease specify4
<. 7ave you seen the latest ad of Nestle Orange =uice1
es No
:f yes> which One1
/////////////////////////////////////////////////////////////////////////////////////
/////////////////////////////////////////////////////////////////////////////////////
/////////////////////////////////////////////////////////////////////////////////////
%%
/er "**d
"**d
Neutral
0ad
/er 0ad
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. our corporation will be appreciated.
Name" //////////////////
Location" ///////////////////
7ow long have you been in the retail business1
a. One year
b. Two years
c. Three years
d. Others /////// 23lease Specify4
.o you stoc0 juice1
es No
Which brands of juices1 Tic0 all that apply
;ountry
Nestle
7aleeb
She6an
#inute #aid
Others
Which 8avors of juices1 Tic0 all that apply
%pple
Orange
3ineapple
!rapes
#ango
Others ////////////// 23lease Specify4
Which is the most sold brands of orange juice1 -an0
a. //// ;ountry
b. //// Nestle
c. //// 7aleeb
d. //// She6an
e. //// #inute #aid
f. //// Others
:s the pro?t margin on sales of Nestle orange juice made
a. 3er pac0 2*++ ml or &+++ ml4
b. 3er juice carton
1&&
.o you get regular supplier of Nestle orange juice1
a. es
b. No
.oes your outlet have a Nestle chiller1
a. es
b. No
:f yes@ then how many1 ///////
Who are the main customers of Nestle orange juice1
a. ;ollege Students
b. 7ouse wifeAs
c. Servants
d. Others ////////// 23lease Specify4
%re consumers satis?ed with the pac0aging of Nestle orange juice1
a. es
b. No
Which pac0aging of Nestle orange juice sells the most1
c. *++ ml
a. &+++ ml
b. 5oth ////////// 23lease Specify4
%ccording to you currently@ which brand is the major competitor of Nestle
Orange juice1 2tic0 all that apply4
c. #inute #aid
a. She6an
b. 7aleeb
c. Others ////////// 23lease Specify4
What do you thin0 about the new advertising strategy of Nestle orange
juice1
//////////////////////////////////////////////////////////////////////////////
//////////////////////////////////////////////////////////////////////////////
//////////////////////////////////////////////////////////////////////////////
.o price changes have any eBect on the sales of Nestle orange juice1
a. es
b. No
7ow has the change in price aBected the sales of Nestle orange juice
recently1
1&1
//////////////////////////////////////////////////////////////////////////////
//////////////////////////////////////////////////////////////////////////////
//////////////////////////////////////////////////////////////////////////////
1&2
1&3
CONSUMER QUESTIONNAIRE

VARIABLES QUESTIONS
C
O
D
E

C
O
D
E

C
O
D
E

C
O
D
E

C
O
D
E

J1 N1 <ender 1 Male 2 -emale
J2 N2 )ge 1 1,-2& 2 21-2' 3 2,-3& 4 31-3'
J3 N3 Residential area 1 <ul(erg 2 ;efence 3 Modelto!n 4 ?thers
J4 N4 $ncome (racket 1 .ess than 1'&& 2 1,&&&-2'&&& 3
2,&&&-
3'&&& 4
3,&&& and
a(o6e
J' N' 9ducational le6el 1 MA) 2 Aachelors 3 ?thers 4
J, N, Juice intake 1 :es 2 No
J0 N0 3references 1 -resh 2 3ackaged 3 Aoth
N+ Arand preferences 1 he"an 2 Nestle 3
Minute
Maid 4 /alee( 5 ?thers
J% N% ;egree of liking he"an 1 .ike a lot 2 .ike 3 Neutral 4 ;islike 5 ;islike a lot
N1& ;egree of liking Nestle 1 .ike a lot 2 .ike 3 Neutral 4 ;islike 5 ;islike a lot
N11
;egree of liking Minute
Maid 1 .ike a lot 2 .ike 3 Neutral 4 ;islike 5 ;islike a lot
N12 ;egree of liking /alee( 1 .ike a lot 2 .ike 3 Neutral 4 ;islike 5 ;islike a lot
N13
;egree of liking ?ther
(rand 1 .ike a lot 2 .ike 3 Neutral 4 ;islike 5 ;islike a lot
J1& N14 -la6or 1 )pple 2 3ineapple 3 ?range 4 <rapes 5 <ua6a
6 MiEed 7 ?thers
J11 N1' ;egree of liking )pple 1 .ike a lot 2 .ike 3 Neutral 4 ;islike 5 ;islike a lot
N1, ;egree of liking 1 .ike a lot 2 .ike 3 Neutral 4 ;islike 5 ;islike a lot
1&4
3ineapple
N10 ;egree of liking ?range 1 .ike a lot 2 .ike 3 Neutral 4 ;islike 5 ;islike a lot
N1+ ;egree of liking <rapes 1 .ike a lot 2 .ike 3 Neutral 4 ;islike 5 ;islike a lot
N1% ;egree of liking <ua6a 1 .ike a lot 2 .ike 3 Neutral 4 ;islike 5 ;islike a lot
N2& ;egree of liking MiEed 1 .ike a lot 2 .ike 3 Neutral 4 ;islike 5 ;islike a lot
N21
;egree of liking ?ther
(rand 1 .ike a lot 2 .ike 3 Neutral 4 ;islike 5 ;islike a lot
J12 -actors influencing purchase
N22 3rice 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N23 3ackaging 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N24 Juality 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N2' 1aste 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N2, ugar free 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N20 -ruit *ontent 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N2+
)ppealing
)d6ertisement 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
J13 -actors influencing packaged 7uice
Haleeb
N2% 3rice 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N3& 3ackaging 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5 Nery
1&'
unimportant
N31 Juality 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N32 1aste 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N33 ugar free 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
Nery
unimportant
N3'
)ppealing
Nery
unimportant
Nestle Orange 1uice
N3, 3rice 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
Nery
unimportant
N3+ Juality 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N3% 1aste 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N4& ugar free 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
Nery
unimportant
N42
)ppealing
Nery
unimportant
Shezan
N43 3rice 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5 Nery
1&,
unimportant
Nery
unimportant
N4' Juality 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N4, 1aste 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N40 ugar free 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N4+ -ruit *ontent 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N4%
)ppealing
Nery
unimportant
Minute Maid
N'& 3rice 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N'1 3ackaging 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N'2 Juality 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N'3 1aste 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N'4 ugar free 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N'' -ruit *ontent 1 Nery important 2 $mportant 3 Neutral 4 4nimportant 5
Nery
unimportant
N',
)ppealing
Nery
unimportant
1&0

SECTION A

J14 N'0 $ntake of 7uice 1 ;aily 2 Feekly 3 ?ccasionally
J1' N'+ $ntake of 7uice in a day 1 ?ne time 2 1!o times 3 1hree times 4 -our times
J1, N'% Juice purchasing 1 mall to!n 2
;epartmental
store 3 ?thers
J10 N,& i"e of purchased 7uice 1 2&&ml 2 1&&&ml 3 Aoth 1S2
J1+ N,1
3referred purchase in
replace of Nestle ?range
Juice 1 he"an 2 Minute Maid 3 /alee( 4 *ountry 5 ?thers
J1% N,2 3rice S taste comparison 1 Nery good 2 <ood 3 Neutral 4 Aad 5 Nery (ad

SECTION B

J2& N,3
Reason for not taking
Nestle ?range 1 Aitter taste 2 /igh 3rice 3
Missing
3ulp
*ontent 4 ?ther
J21 N,4 .atest Nestle )d 1 :es 2 No
J22 N,' Fhich one 1
un Rise
*ampaign
1&+
RETAILER QUESTIONNAIRE

VARIABLE QUESTION
C
O
D
E

C

O
D
E

C
O
D
E

C
O
D
E

C
O
D
E

J1 N1 Name
J2 N2 .ocation
J3 N3 Ausiness tenure 1 ?ne year 2 1!o years 3 1hree :ears 4 ?thers
J4 N4 Juice tocking 1 :es 2 No
J' N' Arands of 7uices 1 *ountry 2 Nestle 3 /alee( 4 he"an 5
Minute
Maid
6 ?thers
J, N, -la6ors of Juices 1 )pple 2 ?range 3 3ineapple 4 <rapes 5 Mango
6 ?thers
J0 N0 Most sold (rands 1 *ountry 2 Nestle 3 /alee( 4 he"an 5
Minute
Maid
6 ?thers
J+ N+
3rofit margin on Netlse
?range Juice sale 1
3er pack
=2&&ml S 1&&&ml> 2
3er Juice
carton
J% N%
Regular supply of Nestle
?range 1 :es 2 No
J1& N1& Nestle *hiller a6aila(ility 1 :es 2 No
J11 N11
quantity if you ha6e Nestle
*hiller 1 ?ne 2 1!o 3 1hree 4 ?thers
J12 N12 Main customers 1
*ollege
students 2 /ouse !i6es 3 er6ants 4 ?thers
1&%
J13 N13 *ustomer satisfactionC 1 :es 2 No
J14 N14 More Nestlke package sale 1 2&&ml 2 1&&&ml 3 ?thers
J1' N1'
Ma7or competitor of Nestle
?range Juice 1 Minute Maid 2 he"an 3 /alee( 4 ?thers
J1, N1, Ne! ad6ertising trategy 1 .ike a .ot 2 .ike 3 ;islike 4 ;islike a .ot
J10 N10
3rice affect on Nestle
?range 7uice sale 1 :es 2 No
J1+ N1+
)ffect on sale due to change
in price of Nestle ?range
7uice 1 $ncrease 2 ;ecrease 3
Remained
ame
11&
REFERENCES
Aeenish 3er6ai"
o )ssistant Arand Manger =Nestle Juices>
)nis $q(al heikh
o ;irector =)l--atah>
Rein Ner6oort
o ;irector ?perations =Metro>
1ariq Faseem
o -loor Manager =/8A>
Rafia 8han
o -inancial )nalyst =Nestle>
!!!#nestle#com#pk
111

Nestle Marketing Research Project

Diunggah oleh

Informasi Dokumen

Judul Asli

Hak Cipta

Format Tersedia

Bagikan dokumen Ini

Bagikan atau Tanam Dokumen

Opsi Berbagi

Apakah menurut Anda dokumen ini bermanfaat?

Apakah konten ini tidak pantas?

Hak Cipta:

Format Tersedia

Nestle Marketing Research Project

Diunggah oleh

Hak Cipta:

Format Tersedia

Marketing Research- Nestle Juices

Anda mungkin juga menyukai