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NESTLE
NESTLÉ's relationship with India dates back to 1912, when it began trading as
The NESTLÉ Anglo-Swiss Condensed Milk Company (Export) Limited,
importing and selling finished products in the Indian market.
After India's independence in 1947, the economic policies of the Indian
Government emphasised the need for local production. NESTLÉ responded to
India's aspirations by forming a company in India and set up its first factory in
1961 at Moga, Punjab, where the Government wanted NESTLÉ to develop the
milk economy. Progress in Moga required the introduction of NESTLÉ's
Agricultural Services to educate, advise and help the farmer in a variety of
aspects. From increasing the milk yield of their cows through improved dairy
farming methods, to irrigation, scientific crop management practices and
helping with the procurement of bank loans.
NESTLÉ set up milk collection centres that would not only ensure prompt
collection and pay fair prices, but also instil amongst the community, a
confidence in the dairy business. Progress involved the creation of prosperity on
an on-going and sustainable basis that has resulted in not just the transformation
of Moga into a prosperous and vibrant milk district today, but a thriving hub of
industrial activity, as well.
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HISTORY OF COMPANY NESTLE
Nestlé’s origins date back to 1866, when two separate Swiss enterprises were
founded that would later form the core of Nestlé. In the succeeding decades, the
two competing enterprises aggressively expanded their businesses throughout
Europe and the United States.In August 1867 Charles (US consul in
Switzerland) and George Page, two brothers from Lee County, Illinois, USA,
established the Anglo-Swiss Condensed Milk Company in Cham, Switzerland.
Their first British operation was opened at Chippenham, Wiltshire, in 1873.In
September 1866 in Vevey, Henri Nestlé developed milk-based baby food, and
soon began marketing it. The following year saw Daniel Peter begin seven years
of work perfecting his invention, the milk chocolate manufacturing process.
Nestlé was the crucial co-operation that Peter needed to solve the problem of
removing all the water from the milk added to his chocolate and thus preventing
the product from developing mildew. Henri Nestlé retired in 1875 but the
company, under new ownership, retained his name as Société Farine Lactée
Henri Nestlé.
The company dates to 1866, when two separate Swiss enterprises were founded
that would later form the core of Nestlé. In August of that year, Charles A. Page
and George Page, brothers from the United States, established the Anglo-Swiss
Condensed Milk Company in Cham, Switzerland. In September, in nearby
Vevey, Henri Nestlé developed a milk-based baby food and soon began
marketing it. In the succeeding decades both enterprises aggressively expanded
their businesses throughout Europe and the United States. (Henri Nestlé retired
in 1875, but the company, under new ownership, retained his name
as Farine Lactée Henri Nestlé.) In 1877 Anglo-Swiss added milk-based baby
foods to its products, and in the following year the Nestlé company added
condensed milk, so that the firms became direct and fierce rivals.
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In 1905, however, the companies merged to become the Nestlé and Anglo-
Swiss Condensed Milk Company, retaining that name until 1947, when the
name Nestlé Alimentana SA was taken as a result of the acquisition of Fabrique
de Produits Maggi SA (founded 1884) and its holding company, Alimentana SA
of Kempttal, Switzerland. Maggi was a major manufacturer of soup mixes and
related foodstuffs. The company’s current name was adopted in 1977.
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INTRODUCTION OF NESCAFE COFFEE
Nescafé is a brand of instant coffee made by Nestlé. It comes in the form of
many different products. The name is a portmanteau of the words "Nestlé" and
"café’ Nestlé's flagship powdered coffee product was introduced in Switzerland
on April 1, 1938 after being developed for seven years by Max Morgenthaler
and Vernon Chapman.
The rich taste of our favourite coffee is reflected in its rich history. The
beginnings of NESCAFÉ can be traced all the way back to 1930, when the
Brazilian government first approached Nestlé. Coffee specialist, Max
Morgenthaler, and his team set out to find a way of producing a quality cup of
coffee that could be made simply by adding water, yet would retain the coffee’s
natural flavour. After seven long years of research in their Swiss laboratories,
they found the answer.
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MARKETING NESCAFE COFFEE
NESCAFÉ Classic
The world's favourite coffee! You will find it in
just about every country all around the globe.
NESCAFÉ Espresso
Short, dark and intense. NESCAFÉ Espresso is
made from a blend of Arabica beans, fully
roasted for a dark and intense flavour, to bring
you the authentic Italian espresso experience
with a fine crema.
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NESCAFÉ Premium Range
NESCAFÉ Alta Rica is a special blend of exclusive
Latin American Arabicas chosen for their full flavour,
and dark roasted to develop the bold, full-bodied taste.
NESCAFÉ Cap Colombie is made exclusively from
Colombian Arabica beans, chosen for their aromatic
tones and light roasted to retain their aroma while
developing the smooth flavour.
NESCAFÉ Kenjara - Kenyan and Costa Rican Arabica
coffee beans, chosen for their full depth of refreshing
flavours, are gently roasted to develop a coffee alive with
finesse.
NESCAFÉ Decaf/Decaff
NESCAFÉ DECAFDecaff gives you all the great taste
and rich aroma you'd expect from NESCAFÉ but without
the caffeine.
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NESCAFÉ Frappé
Refreshing on hot summer days, or whenever you fancy a cold
drink with an interesting twist. Simply stir in cold milk, add
some ice and enjoy the taste of NESCAFÉ Frappé for a unique
coffee experience.
NESCAFÉ 3in1
Enjoy the perfect mix of coffee, milk or creamer and sugar in
an easy way! Just add water.
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OBJECTIVE OF THE STUDY
To study of factors considered while purchasing Nescafe coffee in Sagar.
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SWOT ANALYSIS
STRENGTHS
Great leap forward in media.
Domination in instant coffee market by 55.3%share.
Sustained improvement in customer service levels.
WEAKNESS
Agencies spent all their time fighting with each other.
Adopted a pricing strategy higher than competitors.
Nescafe sunrise has no distinct identity.
OPPORTUNITY
India’s growing market non-traditional coffee distribution channels by
Rs.1900 crore.
Non trading retailing coffee
THREAT
Amalgamated bean coffee trading company coming up with R & G
coffee chains.
RESEARCH METHODOLOGY
Research methodology is a way to systematically solve the
research problems. It guides the researcher to do the research
scientifically . It contains of different steps that are generally
adopted by a researcher to study the research problem along with the
logic behind them. Data became information only when a proper
methodology is adopted . The researcher methodology includes the
logic behind the methods we use in the content of our research study
questions .
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This research methodology aims to understand the research
establishing a framework of evaluation and evaluation of primary
and secondary research. The technique and concepts used during
primary research in order to arrive at findings. which are also deals
with analysis and results.
SAMPLE PLAN
random sampling is that method of sampling in which every item of
the universe has equal chance of being selected in the sample.
The sampling method is the way the sample units are to be selected .
In order to achieve the objectives of research the following sampling
method is used : convenience sampling and simple random
sampling.
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SAMPLE SIZE
The population refers to all the users of Nescafe coffee FMCG
products . The sample is the study is select on random sampling
method .The sample size is 50 in total.
SAMPLE UNIT
It is the basic unit containing the element of population to be
sampled . In this study the sample unit is the random consumers who
have purchased the products of select company.
1. working people (including men and women )
SAMPLE AREA
The area of sampling for research conducted is : SAGAR region of
(M.P). I selected the sagar city where the behavior of the consumer
different for different product.
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DATA ANALYSIS
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percent of respondent
departmental store retailer shop
super market Others
10%
30%
20%
40%
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no. of respodent
strongly agree agree disagree strongly disagree
10%
20% 40%
30%
QUES3.) if another brand offered a lower price then your preffered brand
would you purchase that product.
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No. Of respondents
unlikely
20% highly likely
20%
likely
highly unlikely 20%
40%
affordable 10 20%
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No. Of respondents
very expensive expensive reasonable
affordable
10%
20%
10%
60%
QUES5.) do you think that nestle coffee that are offered at a higher price have
better quality than their competitors.
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No. Of respondents
strongly agree agree Disagree strongly disagree
10%
8%
12%
70%
QUES6.) if your nestle coffee is not available will you buy any other product
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no. of respodent
strongly agree agree disagree strongly disagree
10%
20% 40%
30%
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no. of respondent
coffee bags 250 grams 500 grams nescafe jars
4% 6%
14%
76%
QUES8.) are you able to concentrate on work after consuming Nescafe coffee.
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no. of respondent
agree strongly agree disagree strongly disagree
10%
10%
20% 60%
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no. of respondent
agree strongly agree disagree strongly disagree
10%
30%
20%
40%
QUES10.) do you agree with the quantity offered in the place of price you
pay.
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disagree
5
agree strongly agree disagree strongly disagree
20%
30%
20%
30%
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no. of respondent
agree strongly agree disagree strongly disagree
10%
10%
20% 60%
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FINDINGS
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SUGGESITIONS
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CONCLUSION
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