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.