Pricing strategies

Hello Nescafe lovers,

This time I will inform you about the pricing strategies of Nestle, I will do this as the same way I did last week.

I try to explain the strategies by answering the following questions;

1. Are there any price-related promotions (such as price discounts or multi-pack discounts) around your product?

There isn’t an actual price related promotions for my product ‘ Nescafe Orginal ‘
As I figured out in my previous marketing questions I found out that big supermarkets like AH and Jumbo can buy directly coffee from Nestle.  I searched on the sites of this supermarket of any price related promotions of coffee. Only AH provide advantage package, this means if you purchase a bigger package with more volume you will save some money.

As we can see in the first picture, the coffee pads cost 8.29 and you will get 30 pads for this price and the second picture 4.65 for 16 pads
If you purchase 2 packs of 16 pads you will purchase it for 9.30 and you will get 32 pads so it will be expensive as we compare it with the advantage package with 30 pads.
 (AH, 2016) (Sally Dibb, 2016)

External reference price: You can say that consumer can compare the price of those packages and prices and decide to purchase the package with more  volume.

2. Which pricing tactics are being used use for your product?

As I described in the first questions it will be clear that the pricing tactic that Nestle is using here is discounting tactic.
They are providing a package with more volume for a cheaper price if you purchase twice the normal package. So, there is a discount in price if the consumer purchases the package with more volume.

(Sally Dibb, 2016)

3. Which influence do other marketing mix elements have on the price of your product?

Marketing mix consist of four elements: people, price, promotion, place
If the company will come to in a situation that promotion and place cost increases the company needs to cover the cost and could economize or increase the consumer prices of the goods. So, market mix elements have a big influence on the prices as we can see in my example / situation.

 (Sally Dibb, 2016)

4. Describe whether your company does use price differentiation.

Nestle uses price differentiation, it will be impossible for supermarkets to purchase the coffee for example 4.65 and sell it for the same amount and to make a profit.
That’s why nestle sells his coffee for a lower price to direct buyers.

The direct buyers can sell his product to the consumer for a higher price.
So we can see that the same products is sold for different prices to different clients.

 (Sally Dibb, 2016)

5. How can the manufacturer influence the consumer price?

The manufacturer can influence the consumer price, the manufacturer can, for example, settle the consumer price or make some promotion like cash back.

(Sally Dibb, 2016)

Hello Nescafe lovers,

Last time I told you about Nescafe and their places in the supermarket, I tried to explain it by asking questions and answering it. This time I will use the same method to explain what kind of services Nescafe can use in the supermarkets.

Questions and answers

Which services (related to your product) are offered by the manufacturer of your product? Describe the extended marketing mix for these services.

Extended marketing mix: product, promotion, price and place/distribution, physical evidence, proves and people.

Product:
Nescafe produces a different kind of hot drink products. Below you will find an overview of the products:
Latte versions: Amerato, hazelnut, Caramel, Vanilla, Macchiato,
Cappuccino, Moca, Espresso, Nescafe gold, Wiener mélange and ice coffees

The consumer can choose one of these hot drinks of Nescafe, the service is the choices that the consumer has.
The products of Nescafe has a high position in the market and is recognized as a good quality product with the best taste for a suitable price, the coffee of Nescafe will be continued developed.

Promotion and price, place:
Nescafe coffee is A-brand and normally there will not be sales in the price. There are some commercials of Nescafe this can increase the knowledge. I discovered in some areas there are some coffee machines in the supermarket, the consumer can take here a cup of coffee for free. Nescafe can promote their taste to give some cup of coffee for free in the supermarkets or to make a combined sale like purchase now 2 packs of coffee get coffee milk for free. I went also to the Jumbo and AH supermarket in both supermarket there is a hole shelf row with only Nescafe products and this is a promotion of the Nescafe products.

The service that Nescafe can offer to the consumer is the product availability in the supermarket nearby. Giving a cup of coffee in the shop as trying can increase the sales of Nescafe and the merchandiser can make direct contact with the consumer. Giving combi sales has the service that the consumer gets a free product that the consumer maybe need to consume the other products like cigarette and lighter, Nescafe can give for example coffee milk free if the consumer purchase more products of Nescafe.

Process:
To make coffee you need coffee beans, Nescafe has their own farmers, Nescafe is stimulating the farmers in different ways and let the farmers work that it will also influence the environment in a positive way. After they choose the beans that satisfy the quality norm of Nescafe, they will transport their beans to every company that produces the coffee in different countries. In this fabric, they will make from the beans the coffee/ the Nescafe coffee products. If they produce this product they will send it to their clients and those clients will sell into the end users.

Physical evidence:

Consumers can purchase coffee in the supermarkets nearby their home. There is a shelf row with only Nescafe products with different variants and compare the products and packages.

On the products of Nescafe, there is a sticker with a visible brand logo consumers can recognize products from Nescafe by this logo of Nescafe. In some areas, there are some places in the supermarket where the consumer can sit and drink coffee for free. Nescafe can use this to let the consumer taste the coffee, Nescafe can send for example free coffee to this specific supermarket to use it in the machines, the consumer can try the coffee of Nescafe if they do this.

People:

Consumers can only purchase coffee in the supermarkets and in review questions 2.5, I described what kind of clothes the employees wears in the supermarket. In the supermarket Jumbo, the employees need to make some test of services (7 zekerheden toets) if they pass this test they can work for Jumbo. The advantage for Nescafe is that the service in the supermarkets will increase, the consumers can become a loyal client if they like the service they get and questions from the consumers to the client will be answered in a consumer satisfaction way. In the Mediamarkt there are also merchandiser from Essent, if a consumer purchase some goods, the employees of Mediamarkt will recommend the client to go to this Essent merchandiser.  The merchandiser can give you some present card, if the client changes his electricity provider to Essent, the consumer can only use this present card in the Media market. Nescafe can also do this, Nescafe can send some merchandiser to supermarkets to make sure the shelf is neat and give consumers advice and let them try and promote the products.

(Sally Dibb, 2016) (Nescafe, 2016) (marketingteacher, 2016)

Which new services do you see could be interesting to have for your product?

Like I mentioned before, Nescafe can hire some merchandiser and send them to supermarket to make sure the shelves are near and contact consumer and give the consumer advice and something to try

Explain the intangibility, variability, inseparability and perishability of these services and explain which consequences these service characteristics have for the marketing of your product.

I found the following definition of intangibility, inseparability, and perishability in the book marketing strategies and concepts

Intangibility and consequences on the service

This is a service that you cannot purchase, taste, see or smell. You can think about someone who gives you advice or teaching you something.

One of the services that I mentioned in the questions; Which new services do you see could be interesting to have for your product? Is hiring someone to promote the product in the supermarket. One of the things he or she will do is contacting the clients and give them the reason why they should choose the brand Nescafe instead of other brands. This service will only happen once a time and they cannot touch, see, taste or smell this service.

Variability and consequences on the service
Those are the changes in the same service but it is provided by someone else. Like teaching is service but the way of teaching something can vary.

It is naturally, that everyone who delivers the service will deliver it in their own way. The one is directly or the other one is more kindly, the other will have his own system how to make the first inspiration to the consumer. This is also the situation of the merchandiser of Nescafe.

Inseparability and consequences on the service

‘In relation to production and consumption, a characteristic of services that means they are produced at the same time as they are consumed’

The recommend service (merchandiser) is a service that cannot be saved after you received the service you cannot expect to receive the same service again.

The only opportunity to have just an overview about the product is to read the description in the back of the product, ask employees in the supermarket or do a research online.

Perishability and consequences on the service

‘A characteristic of services whereby unused capacity on one occasion cannot be stockpiled or inventoried for future occasion’

The only thing that is possible to evaluate with a questionnaire how consumer interprets the service they received and uses it as a learning point for in the future.
The service itself that they received from the merchandiser cannot be stocked

(Sally Dibb, 2016)

The quality of the service is a key feature of services. Give two examples of how the quality of services for your product could enhance the client/consumer’s quality perception.

First, Nescafe should send a merchandiser to every shop that sells the Nescafe product. He will make a picture how the selves are, is it neat or a mess is there enough products in the shelves. After this, he can let consumer taste the coffee and advise them why Nescafe is the best. In the end, the merchandiser needs to hang over a questionnaire about the service they received and they can give feedback.
Nescafe can use the feedback to see what the needs are of the clients and so met the services to this needs and it will improve the quality of the service. Also, the presentation of the products in the shops can be used as one of the points to improve if it is a mess in the shelves.

Let’s say that you export your product in a country you never exported to before. What promotional strategies could you follow in relation to the product issues and promotion? (see fig.21.6 p 632) Describe a possible strategy for your product.

I think the best promotion for Nescafe is to use the product and promotion are the same globally. Nescafe is coffee brand and they have the same slogan ‘it all starts with a Nescafe’, Nescafe should use the same product and slogan in the new market. Only commercials should be changed like if you export to India they should use someone from the Indian population in the commercial instead of a European guy, it naturally that there should be a huge difference in a culture so they should not use some message that will cause cognitive dissonance.
In this case, it is more important to use a merchandiser that will let consumer get acquainted with the product and give more information about the product.

Explain how the P of people is linked to your product from the perspective of personal(see p 631).

A merchandiser is personal from Nescafe and the merchandiser will make contact and will promote the product. A merchandiser is specialized and pass the training and can motivate other to purchase some goods. With a lot of motivation is it possible to sell products from Nescafe to their people (consumer).

See you next week my Nescafe lovers!

References

http://www.businessdictionary.com. (2016, 12 21). merchandising. Opgehaald van http://www.businessdictionary.com: http://www.businessdictionary.com/definition/merchandising.html

marketingteacher. (2016, 12 21). physical-evidence-marketing-mix. Opgehaald van marketingteacher.com: http://www.marketingteacher.com/physical-evidence-marketing-mix/

Nescafe. (2016, 12 21). Coffee. Opgehaald van Nescafe.nl: https://www.nescafe.nl/onze-koffies/nescafe-product

Sally Dibb, L. S. (2016). Marketing concepts and strategies. United Kingdom: Cengage Learning.

Channel players and physical distribution

Welcome my Nescafe lovers,


This time I will explain how the Nescafe product is represented it in the Jumbo supermarket and AH supermarket. I will explain this by answering questions.

To give a good overview how Nescafe is represented in the supermarkets I went to the Jumbo supermarket and the Albert Heijn supermarket. I made here some pictures that you can find the appendices

As it shows in the pictures, Jumbo and Albert Hejin uses a different kind of position on the shelf. Jumbo is using the product ‘Nescafe’ in one of the bottom shelves, and AH is using the upper shelf. The employees in both supermarkets are wearing their own work clothes. Jumbo’s work cloth is a black color polo with the Jumbo logo on the chest on the back. There is a print with a text ‘7 zekerheden’ and Albert Heijn is using a shirt with white and  blue lines and with the AH logo on their chest. As I can recognize Jumbo uses their own radio channel and AH also uses their own radio channel. Those radio channel will play the music of a specific season; we are now in Christmas season, so they will also play some Christmas songs and the advertisement that are actual.
In the Jumbo supermarket the shelf of the product is near the freezer and behind the bakery and sugar selves, in the walk of the place where the coffee the customer can also find tea products and biscuits and this is near the cash register. This description also counts for the AH supermarket, but only the cash register has more distance.

Where are the best-known brands located?

As it makes clear in the picture, Jumbo sells the following coffee brands: Nescafe, Douwe Egbert, express.

It also makes clear Nescafe have the biggest space in the shelf row in the Jumbo supermarket. You will find all kinds of products that Nescafé produce in the lowest shelves and the upper shelves. Only in the eye catch place, you will find no Nescafé product (in the middle shelves). In the AH it is almost the same, the biggest space in the shelf row is taken by Nescafé and the eye catch location is used by AH own coffee products (the middle shelves).

Both supermarkets offering suitable products of Nescafe, the differences in the products are the packaging the cost and of course the taste.

Count the number of facings of your product and compare this to the number of facings of competing brands. Measure the space on the shelves and calculate the “share of space” of your brand. If not relevant for your product make an estimation of these aspects.

In total Jumbo have 43 different products in the shelf row, from the total there are 25 Nescafe products, 3 Douwe Egberts and 12 Jumbo brand

In the AH, there are in total 28 Nescafé products, 11 of them are AH products, 5 are coffee Boisman products and seven products are from other producers.

Describe the relation between transportation, packaging in relation to your product.

I worked for three years in the Jumbo supermarket. As I know, the Jumbo supermarkets will order the products directly from the warehouse of Jumbo. They will put all orders together and will send it to the supermarket. As I know, the order will come approximately 12 o’clock, and it will stay till 19:00 in the stockroom. Nescafe will deliver the products in a six pack and the below there will be a cardboard it is used to make the package stronger, and there will be a seal around the package to protect the goods. Transport from and to the warehouse will go by truck.
Nescafe uses glass as a package on this glass there are stickers,+ this sticker mentioned the description of the product, slogan and the brand of course.

Appendices

Marketing channels of Nescafe

Welcome back Nescafe lovers,

This time I will explain the distrubution channels of Nescafe, I will do this by asking question and answering this.

Question 1

Draw an overview of the distribution channels for your product. Describe the channels in terms of complexity and distance.

Nescafe is making use of the Dual Distribution, it is not possible for the consumer to purchase coffee directly from Nestle. Although, Nescafe have different sites in different languages those site is made only for the country in which language it is written. For example, I searched on the nescafe.co.uk site and there is page where you can find and there is a button available called buy now, after you clicked this button you need to choose the retailer and need a supermarket account. On the Dutch site from Nescafe there is also a button available called buy now but it will his own site you can find the product with a button ‘buy now’ but you will be redirected to the supermarket site that is available in the area where you live.

So, Nescafe is using two different distribution channels. Below I will make an overview how it looks like

Distribution Channel 1	Distribution Channel 2
1.    Nestle/ Nescafé	1.    Nestle/ Nescafé
2.    Supermarket	2.    Wholesale
3.    Consumer	3.    Retailer
4.	4.    Consumer

I found out in the previous review question that not everyone can be a distributor who can purchase the goods directly from Nestle. Nestle settled op some points if the distributor accord to this points he can leave a suggest and the DMU of Nestle will look of the distributors is a suitable for Nestle.

To be a distributor and make part of the distribution channel will be complex, it is not possible to purchase directly from Nestle / Nescafe or to be a distributor of Nestle / Necafe. You need to accord to the strict rules that is settled up by the management of Nestle, if the distributor like to purchase directly from Nestle / Nescafe the company need to leave a request to Nestle and the DMU of Nestle will judge if you could be a possible distributor for Nestle. This make it difficult for distributors to take part in the business channels of Nestle.

As I figured out nestle making use of 3 to 4 channels, it is possible for Nestle to send a quick delivery to the channels if it is necessary.

Question 2

Describe which distribution functions are fulfilled through the different channel members.

Distribution Channel 1,
Nestle has different brands among themselves one of those brands are Nescafe. Supermarkets can purchase directly from Nestle after this process the coffee from Nescafe will be available in the shelving for the consumer.

Distribution Channel 2,
Nestle will choose their own distributors / wholesalers, it is possible for distributors wholesaler the send a request to Nestle and they will judge if you can be a distributor for Nestle. After they receive approval from Nestle they can purchase directly from Nestle and can sell it retailer. The retailer can sell it to the consumers.

Question 3

How can your product’s image be influenced by the retail concept in which it is sold? Clarify your answer!

Nescafe is supporting local farmers who are making the coffee beans and support to have a better environment. One of the points Nestle settled is that potential distributors need to prove that they also produce environment friendly and they made some actions to stimulate the environment.
This will make sure Nescafe can tell the consumer that they produce and working together with distributors to a better environment.
Nestle made strong rules to become a distributor they made it because it will harm the image of Nestle and they only want to work with distributors who are also working to develop themselves

Question 4

Which distribution strategy has been chosen for your product?

Nescafe makes part of the selective distribution;
In the Netherlands is it possible to buy the coffee in all the Dutch supermarket nearby (so Aldi, Lidl are not making part of it). But not in every supermarket only the Dutch and there are also supermarkets in the Netherlands who are original Germany supermarkets. The consumer will go to supermarkets like AH and Jumbo to buy this specific product from Nescafe.

Thanx for your time! Next week I will upload another questions with answers that will make clear how Nescafe act in the market

Nescafe questionnaire and perception map

Hello Nescafé lovers,

For this weak I created a short questionnaire with which I could measure the consumer preference of Nescafe. I created also perception map based on the answers I received from the questionnaire. You will see underneath the questionnaire form and the perception map.

Coffee questionnaire

About yourself

Full name                             :Enter Full name
Age                                       : Fill in age.
Sex                                        : Kies een item.

In this questionnaire, you will find different kind of questions about your perceptions of the coffee brand that is active in the market of the Netherlands. The questions of the ranking should be answered as follow the grade with 1 is the lowest and the grade 5 is the highest possible ranking.

Do you drink coffee?

☐Yes ☐No

Which brand of coffee do you drink

If you should rank those brands between 1 and 5, what should you ranking looks like

AH         Kies een item.                              Jumbo                      Kies een item.       
L’or      Kies een item.                              Douwe Egberts       Kies een item.       
Nescafé  Kies een item.                           Kanis& Gunnik       Kies een item.       
Other      Kies een item.  

Explain why you ranked the ‘brand’ with the lowest rank a 1 and why you give the ‘brand’ a 5

What is the first thing that will come to your mind first if you think about coffe

Did you ever heard about the coffee brand ‘Nescafe’

☐ No, Did not heard about it

☐Yes, heard about it, I heard it on / in the

If you could change one thing to your preference coffee what should it be?

If there was a decrease in price, or a sale will you purchase more coffee of your preference coffee brand?

☐ Yes ☐ No

If you should rank the flavor of the coffee in combination of the quality what kind of rate should you give
AH         Kies een item.                              Jumbo                     Kies een item.       
L’or      Kies een item.                              Douwe Egberts      Kies een item.       
Nescafé  Kies een item.                           Kanis& Gunnik      Kies een item.       
Other      Kies een item.  

If there was an increase in the coffee price, will you still purchase the coffee of the coffee from this specific brand?

☐ Yes

☒ No

What is necessary for you to increase the brand image

Perception map

 References

Akyol, T. (2016, 11 30). Coffee questionairre. (R. Selvanayagam, Interviewer)

Bawar, J. (2016, 11 30). Coffee questionnaire. (R. Selvanayagam, Interviewer)

Dibb, S. P. (2016). Marketing concepts and strategies. United Kingdom: Cengage Learning EMEA.

http://www.perceptualmaps.com. (2016, 11 30). How to make a perceptual map using excel. Opgehaald van http://www.perceptualmaps.com: http://www.perceptualmaps.com/make-a-perceptual-map/how-to-make-a-perceptual-map-using-excel/

Sivrikaya, M. (2016, 11 30). Coffee questionairre. (R. Selvanayagam, Interviewer)

Market segmentation of Nestle

Hallo Necafé lovers!

This time I will inform you how Nescafé / Nestle segmented his market

Before a company segmenting the market, the company must identify the following variables for the business market: Personal characteristics of buyers, personal approach, situational factors, demographics

As we find out last week, Nescafe does not sell his product directly to consumers, first potential distributors like supermarket or big wholesalers apply a request to become a distributer of Neste. Nestle will study the company and will take it look if the company will meet the requirements of Nescafe and after permission of Nestle they can do business and be partners.
This shows us that Nestle is active in the Business market

Business market: Individuals or groups that purchase a specific kind of product to resell, use directly in product in other products or ruse in general daily operations (Dibb, 2016)

If we describe the market of Nestle is will looks like follows

-       Nestle only sells his product directly to distributers if we link potential distributors who have a huge market share in the Netherlands we can think about Albert Hejin (supermarket) and Hanos (wholesaler in the food branch)

-       Accord to the Requirements of Nestle (Nestle, 2016)

-       DMU of Nestle will argue if this company is a healthy company and will look what kind of benefit it will bring and what kind of danger it will bring for Nestle. (Nestle cares about the environment and message the consumers also about it, it is bad for the image if they will cooperate with distributer who does not care about the environment for example)

(Nestle, 2016)

As mentioned in the source and during the lectures there were 3 kind of strategies mentioned, these strategies are:

-       Undifferentiated strategy:

Using one promotion for the hole market

-       Concentrated strategy

Focus on one segment of the market and leaving the other segments for the competitors

-       Differentiated strategy

  Target more segments and can use more promotion on one segment
for example krehalon focus on quality and service of product
Other example producing underwear for men and woman

(Youtube, 2016) (Dibb, 2016) (http://www.globalspec.com, 2016)

I watched different kind of commercial of Nescafe on YouTube, it maked clear Nescafe want to identify Nescafe with the following slogan ‘It all start with Nescafe’. Every commercial of Nescafe uses a difficult time in life and after they drink Nescafe they saw an opportunity how the handle this hard period. As I found out they are using the same commercial message in different countries for example India, Pakistan and china.
That’s why I came to the following answer, Nescafe is using an undifferentiated strategy but they are using in China for example Chinese actors but the message is the same. (Youtube , 2016) (Youtube, 2016)

The main criteria what Nescafe can use to segment the market is the STP.

-       Segmentation (S)

• Divide the clients in supermarkets and big wholesalers in experiences in the market and compare them with the mission and vision (their requirement) of Nestle

-       Targeting (T)

• Nestle is focusing on huge distributors with a huge market share and long experience in the market for instance supermarkets like Jumbo, Albert Heijn and wholesalers like Hanos

-       Positioning ( see below)

Neste uses the following positioning strategy

To find out what kind of positioning strategy Nestle uses, I used the positioning explanation in the PowerPoint of chapter 8 (Targeting and positioning) that is made by Mr. Tartarin and Mr. S. van Renssen. (Mr. Tartarin, 2016)
The best strategy that fits with the Nescafe coffee is the Transformational positioning / Lifestyle positioning.
If we look at the website of Nescafe the coffee is describes as follows; It all starts with a Nescafe.

 (Youtube, 2016) (Dibb, 2016) (Mr. Tartarin, 2016) (Nescafe, 2016)

The basic conditions for effective segmentation of the market are: Responsive, Accessible, Sustainable, Measurable. If we link this with Nestle it will looks like as follows

-       Responsive (How distributers or consumers will react to the message)

o   Distributors will react because the market share of Nestle and will connect Nestle to sell their products (marketing for this is brand name and market share)

o   Consumers will react by purchasing more coffee of Nescafe, the reason can be promotions or commercials

-       Accessible (how will the message reach the consumer or distributor)

•    Distributors will be interested and will connect Nestle by themselves if they like to be the distributors. If Nestle find a prospect they can does not need to make big message to this prospect they can use his brand name and experiences in the market as USP
• Consumers; they will use television or social media although not in every country they have access to this technology so they can use some image in bus station or train station or in supermarket because the target consumers will be at this places daily

-       Sustainable (how big is the market size and demand to make profit)

• The distributors should be a huge company and with a long experience in the market, this will be also profitable for nestle this means the distributor have long experience and loyal clients who will purchase a huge amount
• Consumers: the price of the coffee is not expensive almost every consumer can purchase this coffee and it is a routine response behavior the purchase of coffee of Nescafe is reasonably stable. So, the forecast will be approximately the same as previous period

-       Measurable:

• Clients: evaluate a period without using a marketing mix and evaluate a period with using a marketing mix and see what kind of result it have

(http://www.segmentationstudyguide.com, 2016) (Nestle, 2016)

References

Dibb, S. P. (2016). Marketing concepts and strategies. United Kingdom: Cengage Learning EMEA.

http://hubpages.com/. (2016, 11 23). The Four Criteria for Successful Market Segmentation with an Example Target Market. Opgehaald van http://hubpages.com/: http://hubpages.com/business/The-Four-Criteria-for-Successful-Market-Segmentation-with-an-Example-Target-Market

http://www.globalspec.com. (2016, 11 23). undifferentiated concentrated and differentiated targeting strategies. Opgehaald van http://www.globalspec.com: http://www.globalspec.com/reference/47105/203279/undifferentiated-concentrated-and-differentiated-targeting-strategies

http://www.segmentationstudyguide.com. (2016, 11 23). criteria for effective market segmentation. Opgehaald van http://www.segmentationstudyguide.com: http://www.segmentationstudyguide.com/understanding-market-segmentation/criteria-for-effective-market-segmentation/

Mr Tartarin, S. v. (2016, 11 23). Powerpoint: Ch 7: Market segmentation. Saxion.

Mr. Tartarin, M. S. (2016, 23 11). Powerpoint: Ch 8: Targeting & Positioning. Saxion.

Nescafe. (2016, 11 23). https://www.nescafe.nl/. Opgehaald van https://www.nescafe.nl/: https://www.nescafe.nl/

Nestle. (2016, 11 23). Distributors . Opgehaald van http://www.nestle.com/: http://www.nestle.com/asset-library/documents/library/documents/suppliers/supplier-code-english.pdf

Nestle. (2016, 11 23). Nestle. Opgehaald van Nestle.com: www.nestle.com

Youtube . (2016, 11 23). #StayStarted with NESCAFÉ | RJ Rishi’s story | 2016 . Opgehaald van https://www.youtube.com/: https://www.youtube.com/watch?v=0tBqrioLag4

Youtube. (2016, 23 11). Intro to Marketing: Segmentation, Targeting, and Positioning - Flipped Classroom . Opgehaald van youtube.com: https://www.youtube.com/watch?v=pVsHd1XaIiM

Youtube. (2016, 11 23). NESCAFÉ Cartoonist ‪TVC . Opgehaald van https://www.youtube.com/: https://www.youtube.com/watch?v=OC1hQUxfmoA

Marketing research

Hallo Nestle Nescafe lovers,

In this week, I will inform you more about two marketing research companies and what kind of advantages it has for Nestle.

The first marketing research company is Nielsen.
Nielsen is a marketing research company who provide trends and habits of the consumers worldwide. All kind of companies can purchase this data from Nielsen. The data from Nielsen is reliable because they are providing information of consumer in more than 100 countries, for each country they have different data. The data will be changed every year.  (http://www.nielsen.com, 2016)

Nestle can purchase data about the trends and habits of the consumers in a specific country. For instance, how they behave before they are going to purchase a good or where the potential clients are vested.

They can use this consumer data and in the marketing plan or to make for instance. In the end this will result in an increase in the revenue.

Nestle can use this data and fit it in their marketing plan for instance, this kind of date is useful to make big decision and use this data to make effective decisions. 

The 2th marketing research company is GFK.

If Nestle would like to know what the needs are from the clients and how they behave before they purchase a good, they can purchase data from Nielsen and use this data to make decision. 

This information from Nielsen is reliable because they are providing this information for more than 100 countries every country has habitants with other needs and behavior, and the information will be changed every year.

If Nestle purchase this information they can see how the clients will behave before they purchase a good and how to use this in advantage and increase their revenues 

The 2th marketing research company is GFK. GFK is a marketing research company who provide relevant market and consumer information to companies, with this information clients of GFK can make smart decision. GFK turns big data in smart data, clients can use this smart data to improve their competitive edge and consumer’s choices and experiences. (http://www.gfk.com, 2016)

Nestle can use this data from GKF to see how the market looks like nowadays in a specific country. For instance, it will give an overview of the total market, competitors, clients, where the potential clients are and how they behave.

With this data, Nestle can see if it suitable to sell these products from Nestle in this country and Nestle can use this data to improve their competitive advantage, consumer choices and experiences in this specific country.

I made a short questionnaire that Nestle can use to research consumers attitudes towards Nestle

I used the following types of questions: Open questions, dichotmos, multiple choice and like scale questions.

Questions:

1. Do you know the brand Nescafe?
a, Yes -- b, No

2. Where did you hear for the first time of the brand Nescafe?
a. TV – b, Newspaper – c, Relations – d, Radio – c, Social media – d, Supermarket
e, not sure – f, haven’t heard it before – g, Other_____

3. What was your first image of Nescafe?
a, excellent – b, very good – c, its oke – d, needs improvement, they need to improve_____

4. What do you about think the price and quality of this brand coffee?
a, excellent – b, very good – c, its oké – d, needs improvement, they need to improve _____

5. How much coffee do you drink in a day and how often do you purchase coffee in a week?
a, once a week – b, twice a week – c, 3 to 4 times a week – d, other ______

6. What was your first experience after you drink Nestle café?
a, excellent – b, very good – c, its oké – d, needs improvement (feedback _____)

7. What kind of coffee brands do you know?
{open question}

8. Would you recommend coffee from Nestle?
A, Yes! – b, No!

9. If you should grade between 1 and 10 for the taste of coffee from Nestle what kind of grade will? {grade}

10. If you can change one thing in the packaging what should you change?
{open question}

11. What do you expect from Nestle and his coffee?
{open question}

12. If you should grade between 1 and 10 the coffee from Nestle what should you give?
{grade} 

The objectives of this questionnaires is as following:
- Brand positioning
- Consumers behavior
- Consumers needs and expectations

References

http://www.gfk.com. (2016, 11 10). Overview GFK. Opgehaald van www.GFK.Nl: http://www.gfk.com/nl/over-gfk/overview/

http://www.nielsen.com. (2016, 11 10). About us. Opgehaald van www.nielsen.com: http://www.nielsen.com/us/en/about-us.html

http://www.snapsurveys.com/. (2016, 11 10). attitude surveys the likert scale and semantic differentials. Opgehaald van http://www.snapsurveys.com/: http://www.snapsurveys.com/blog/attitude-surveys-the-likert-scale-and-semantic-differentials/

S. Dibb, L. S. (2016). Marketing concepts and strategies. Cengage learning.

Tartarin, M. (2016, 11 8). Powerpoint.