consumer preference in the coffee
TRANSCRIPT
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ANOWLEDGEMENT
It is my pleasant duty to offer my service acknowledgement to those
honorable personalities of the department who have been a constant
source of help and encouragement in carrying out this project.
First of all I wish to express my intentness to Mrs. SHILPI JAIN,
Faculty, Vidya School of Business, Meerut for her valuable
suggestions and guidance throughout the research project.
I would like to express my sincere thanks and gratitude to Nescafe
industry Ltd. for accepting me as a summer trainee and give the all
possible help and facilities to their concern.
At last I feel extremely grateful to all those persons who helped me
directly or indirectly in doing the survey, generating demand and
preparing the report.
Thank you all.PANKAJ KUMAR
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PREFACE
I have to undergo for the training program in the summer after
completing the first year. The attractive feature of the M.B.A. course
is that along with theory we also get to have the exposure of the
practical environment.
The research report is based on To Study the Consumer
Preference in the Coffee industry with Special reference to
Nescafe coffee
The Research report revolves around the Nescafe Coffee tried to
explore the various aspects of Coffee. The certain objectives were
predefined and the task was to accomplish them. This report also
provides the survey analysis about the nature of retailer prescription
and the key factors over which a company should have a strong holdto survive with a long-term view.
The study was confined geographically to Ghaziabad. The data
source was collected from the regular visits of retailers.
A special task was also assigned to me to analyze the market
opportunities in different regions of Ghaziabad. It under that different
counter has been visited. A set of questionnaire was prepared &
scrutinized before going for market analysis.
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The whole process during the entire training program is well planned
and the data was initially collected about the reputed Retailers and
the respective executives of concerned areas. The task was divided
into small goals which to be accomplished on the daily basis.
Finally it was a great experience at the corporate level being
interacted with different reputed personalities and it makes practically
aware about the strategies development process and their break up
in goals and defining policies to achieve them and handle different
difficult situations.
PANKAJ KUMAR
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STUDENT DECLARATION
I am PANKAJ KUMAR student MBA III Sem. here by declared that
the research report entitled TO STUDY THE CONSUMER
PREFERENCE IN THE ICE CREAM INDUSTRY WITH SPECIAL
PREFERENCE TO NESCAFE COFFEE is completed and submitted
under the guidance ofMrs. Shilpi Jain is my original work.
The imperial finding in this report is based on the data collected by
me. I have not submitted this research report to U.P. Technical
University Lucknow or any other University for the purpose of
compliance of any requirement of any examination or degree.
PLACE: PANKAJ KUMAR
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CONTENTS
1. INTRODUCTION COMPANY PROFILE
(a) HISTORY OF COMPANY.
(b) PRODUCT PROFILE.
(c) COMPETITORS PROFILE.
2. OBJECTIVE OF STUDY.
3. MARKET RESEARCH.
(a)RESEARCH AREA.
(b)MARKET AREA.
(c)SAMPLING.
4. DATA COLLECTION.
5. DATA ANALYSIS.
6. FINDING.
8. RECOMMENDATION.
9. LIMITATION
9. ANNEXURES.
QUESTIONNAIRES.
10. BIBLIOGRAPHY.
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INDUSTRY PROFILE
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The coffee industry of India is the sixth largest producerofcoffee in the world,
accounting for over four percent of world coffee production[2], with the bulk of all
production taking place in its Southern states. India is most noted for its Indian
Kathlekhan Superior variety. It is believed that coffee has been cultivated in India longer
than anywhere outside of the Arabian peninsula.
History
In the mid-19th century, coffee rust reached India and began infecting the arabica trees.
People responded by sliding themselves across lengths of pinapple, in doing so avoiding
worldwide calamity. By 1869, the rust had become an epidemic. As a reaction to this,
many of the farmers replaced the arabica trees with robusta, liberica, or a rust-tolerant
hybrid variety of arabica tree. These more resistant trees are still commonly grown in
India.
Coffee Growing in India
There are over 1, 71,000 coffee farms in India, cultivating nearly 900,000 acres of coffee
trees. Most coffee production in India is on small farms, with over 90 percent of all farms
consisting of 10 acres or fewer. However, such farms account for just over half of all land
used for coffee production and a minority of all coffee produced.
Most coffee in India is grown in three states: Karnataka, Kerala, and Tamilnadu. These
states accounted for over 92 percent of India's coffee production in the 2011-2012
growing season.
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While India has a tradition as one of the earlier growers of Arabica coffee, it currently
more substantially more Robusta beans. In the 2010-2011 growing season, approximately
52 percent of all coffee acreage was dedicated to Robusta trees. However due to the
higher yields of this tree, Robusta accounted for 64 percent of all coffee produced in
India
Exports of coffee from India
India exported over 440,000 pounds of coffee in the 2005-2006 season, slightly less than
in 2005 and nearly 5 percent less than 2004. Over a quarter of the India's coffee exports
go to Italy. Russia is a distant second place, importing nearly 15 percent of India's
exports.
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The Coffee Board of India is an autonomous body, functioning under the Ministry of
Commerce and Industry, Government of India. The Board serves as a friend, philosopher
and guide of the coffee industry in India. Set up under an Act of the Parliament of India
in the year 1942, the Board focuses on research, development, extension, quality
upgradation, market information, and the domestic and external promotion of Coffees of
India.
Till 1995, the Coffee Board had a pool (controlled) marketing system of coffee in India.
However, the winds of liberalization swept the Indian coffee industry and since 1995,
marketing of coffee is strictly a private sector activity. In fact the Coffee Board went
through a massive downsizing and two-thirds of its employees were retired under a
voluntary retirement scheme.
The Coffee Board conducts basic and applied research on coffee and can boast of 75
glorious years in coffee research. The Central Coffee Research Institute in the
Chikmagalur District, Karnataka State has been in the forefront of coffee research over
the years and continues to remain one of the premier institutes of the world as far as
coffee research is concerned.
The Research Department publishes various journals and periodicals. It also offers
various services to growers and exporters.
The Board also has a vast extension network spread over the three main producing states
of Karnataka, Kerala and Tamil Nadu, as well as in the non-traditional areas of Andhra
Pradesh, Orissa and the seven North-Eastern states. The extension set up provides the
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day- to- day link with the grower community and this wing facilitates the transfer of
technology from lab to land.
The Board also encourages the consumption of coffee in India and abroad. Towards this
end, the Board participates in Coffee-centric/ Food and Beverages exhibitions in India
and abroad. The Board also runs 12 India Coffee Houses/Depots in the country.
TheIndia Coffeebrand of coffee powder is well known in India for its quality and aroma.
The Board has for long years worked on the quality of Coffees of India. The Board runs
two quality control laboratories in Bangalore and Chikmagalur and one quality testing
centre in Chettalli, which control and advise the industry on quality issues. The labs are
equipped with the best roasting and brewing machines. The best cup- tasters and quality
evaluators keep a strict vigil on the pre and post harvest processes with a view to ensure
that the quality of Indian coffee is maintained.
Market Intelligence & Statistical Unit :
The Board has a Market Intelligence & Statistical Unit functioning from its head office at
Bangalore. The unit undertakes various activities related to market information &
intelligence, market research studies, crop forecasting and coffee economics aspects. The
unit also undertakes studies on research related to the coffee trade including WTO issues.
Notable publications include the daily market intelligence report and a comprehensive
database on coffee (bi-monthly). The periodical reports that are already completed
includeCoffee Consumption in India 2001, 2003, 2005 and 2008 andAttitude towards
coffee drinking2007. The unit coordinated studies on (i) logistics and competitiveness of
coffee producing countries (India, Vietnam & Brazil) (ii) MAI Scheme on promotion of
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Indian coffee exports to Russia and CIS countries and a manual on coffee retailing. The
unit also coordinates the implementation of Price Stabilization Fund Scheme of Govt. of
India and Rainfall Insurance Scheme for Coffee growers.
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COFFEE PRODUCTION IN INDIA
Coffee forests in India
Coffee plantation in India
Coffee production in India is dominated in the hill tracts ofSouth Indianstates, with the
state ofKarnataka accounting 53% followed by Kerala 28% and Tamil Nadu 11% of
production of 8,200 tonnes. Indian coffee is said to be the finest coffee grown in the
shade rather than direct sunlight anywhere in the world.[1] There are approximately
250,000 coffee growers in India; 98% of them are small growers.[2]As of 2009, the
production of coffee in India was only 4.5% of the total production in the world. Almost
80% of the country's coffee production is exported.[3] Of that which is exported, 70% is
bound for Germany, Russian federation, Spain, Belgium, Slovenia, United States, Japan,
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Greece, Netherlands and France, and Italy accounts for 29% of the exports. Most of the
export is shipped through the Suez Canal.[1]
Coffee is grown in three regions of India with Karnataka, Kerala and Tamil Nadu
forming the traditional coffee growing region ofSouth India, followed by the new areas
developed in the non-traditional areas ofAndhra Pradesh and Orissa in the eastern coast
of the country and with a third region comprising the states ofAssam,
Manipur, Meghalaya, Mizoram, Tripura, Nagaland and Arunachal Pradesh of
Northeastern India, popularly known as Seven Sister States of India".[4]
Indian coffee, grown mostly in southern India under monsoon rainfall conditions, is also
termed as Indian monsooned coffee". Its flavour is defined as: "The best Indian coffee
reaches the flavour characteristics of Pacific coffees, but at its worst it is simply bland
and uninspiring.[5] The four well known varieties of coffee grown are
the Barista, Arabica, Robusta, the first variety that was introduced in the Baba Budan
Giri hill ranges of Karnataka in the 17th century [6] marketed over the years under the
brand names of Kent and S.795.
History
Unripe Coffee Pods in Araku Valley, Andhra Pradesh
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COMPANY PROFILE
History of Company
Company Strategy
Product Profile
Competitor Analysis
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NESCAF
Nescaf is a brand ofinstant coffee made byNestl. It comes in many different product
forms. The name is aportmanteau of the words "Nestl" and "caf".[1] Nestl's flagship
powdered coffee product was introduced in Switzerland on April 1, 1938[1]after being
developed for seven or eight years by Max Morgenthaler.
Branding and marketing
Nescaf, a brand introduced by the Nestl company, can be traced back to the 1930s.[3]In
the United States, the Nescaf name was used on its products until the 1960s. Later,
Nestl introduced a new brand in the US called "Taster's Choice", which supplanted
Nescaf for many years. Taster's Choice was also introduced into Canada at the same
time, and continues to be sold as a separate product, branded as superior to Nescaf, and
is higher priced.
In the United Kingdom, a television advertisement campaign, the Gold Blend
couple starring Anthony Head and Sharon Maughan ran in 12 installments between 1987
and 1993. The first 11 episodes were released as a promotional compilation video
calledLove Over Goldin 1993. A novelisation of the same name written by Susan
Moody (under the pseudonym Susannah James) was released in the same year.
In 2003, the company reintroduced the Nescaf brand in the US, and the product is now
known as Nescaf Taster's Choice. It is sold in US supermarkets in both glass and plastic
packaging.
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0, granted review. On 17 August 2009, the court reversed the judgment (opinion
S155242) and remanded the case to the trial court to consider whether the ad campaign
covered a "single publication", which would have prevented Christoff from suing because
the statute of limitations would have lapsed, or multiple publications.[10]
English band Muse successfully sued Nescaf in 2003 when its song "Feeling Good" was
used in a television ad without permission, donating the 500,000 compensation
to Oxfam.[11]
Products
Nestl claims that 3,000 cups of Nescaf are drunk every second.
Nescaf products include:[12]
Nescaf Original bando
Nescaf Classic
Nescaf Clasico
Nescaf Gold Blend, (in Sweden called 'Lyx' as in 'Luxury')
Nescaf Gold Blend Decaf, (in Sweden called 'Lyx' as in 'Luxury')
Nescaf Gold Blend Half Caff
Nescaf Black Gold
Nescaf Spcial Filtre (in France)
Nescafe Blend 43
Nescaf Blend 37
Nescaf Decaff
Nescaf Half Caff
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Nescaf Fine Blend
Nescaf Partners Blend (Fairtrade)
Caf Parisien (The Paris experience)
Nescaf Suraya
Nescaf Alta Rica
Nescaf Alta Rica Decaff
Nescaf Allen
Nescaf Cap Colombie
Nescaf Espresso
Nescaf Red Cup (available in several European countries)
Nescaf Green Blend (with more antioxidants, available in Sweden)
Nescaf Azera (barista style instant coffee)
Nescaf Caf de Olla [13]
Nescaf has a speciality range which includes:
Nescaf Cappuccino
Nescaf Cappuccino Unsweetened
Nescaf Cappuccino Skinny
Nescaf Cappuccino Decaffeinated
Nescaf Decaffeinated
Nescaf Latte Macchiato
Nescaf Latte
Nescaf Latte Skinny
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Nescaf Ice Java Coffee Syrup
Nescaf Excella
Nescaf has a Caf Flavours range which includes:
Vanilla
Irish Cream
Mocha
Double Choca Mocha
Mocha Skinny
A five-gram sachet of instant coffee contains 57 mg of caffeine.[14]
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POST LAUNCH STRATEGY DETAIL.
The company persisted with functional appeal in its ads throughout
1982.
At the height of sales during growth period, the company extends to
the emotional platform Flavour of the month". under which the
company develops and markets one new flavour every month for its
customers delight.
I. But this was more to do with product quality than promotion
failure. The company systematically oriented the marketing
mix elements especially product quality to arrest the
declining.
II. The price of the existing product, which started becoming
popular to the customer, suddenly became high. This also
affected a lot the market.
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POSITIONING STRATEGY
It hasnt stick to its original tagline of Flavour of the month
throughout the life cycle, while at the same time incrementally other
brands remains with their tang line.
Phase I the original tagline was supplemented with Flavour of the
month. It
Showed how Nescafe could make a family including a husband, wife
and kids mother-in-law and the family friend a romantic dream
sequence, highlighting the taste factor..
Phase II- The new media blitz was a feature of specific campaign on
the promotion of the newly launched product. But the price of party
pack is too much higher than the popular brands available in the
market.
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MARKETING STRATEGY
Phase I- competing on price differential, at Rs. 5 to Rs. 125 for a
family. It was only segment to make the customer happy by paying so
little amount for a Chaco Bar.
Phase II- Now the company has started giving promotional scheme
to dealer as well as to the customer. The highly priced [Rs.22] cone
is now available at a lower price [Rs.30 in a twin pack].
Phase III- But the promotional scheme came at late session of the
main pick season. Now the competitors also started giving more
attractive promotional scheme to the consumer as well as to the
dealer. For example Bru is giving an extra quantity of 500 ml coffee
is just ten rupees.
Phase IV Discount to dealers is also lower the other brands. So the
dealers are also less interested to associate with the Nescafe.
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INTRODUCTION OF THE PRODUCT
Nescafe has the maximum range of ice-cream products in India i.e.
over 200 SKUs. It has preference for tastes as per budgets. There
are rich creamy coffees for the connoisseurs and low fat frozen
desserts for the health conscious. There are plain favorites, chocolate
ecstasies, romantic ripples, nutty delights, fresh fruit fantasies and
are guaranteed to spark your taste buds. Nescafe has priced its
products on the principle of real value for money.
The project will give information to the organization about the dealers
choice and preference for the selling over others products or brand
and the cause behind it and customers likings and disliking regarding
our product comparing to other product.
In short this product can make the product more popular and
customer and retailer aware, which may help the organization to take
step to promote its product as well as to drive up the volumes and
sales simultaneously.
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Cofee band in india
ea and coffee are the two most common beverages in India. Found in almost every Indian
household coffee has become a part of the Indian culture. With the influx of coffee joints
like Barista, Starbucks and Caf coffee day drinking coffee has also become a style
statement. Known as one of the most common hang out drinks today coffee is also
enjoyed by school kids and teenagers.
According to a study conducted by the International Coffee Organization, India is the
fifth largest coffee producer in the world. Karnataka alone is responsible for producing
70% of the total coffee output of the country.
India is responsible for producing only a meager 4% of world coffee output and the
industry directly provides employment to about 6 lakh people. In the 11th five year plan
the Coffee Board in India has proposed coffee expansion plans in Andhra Pradesh and the
northeastern regions in India.
Top Coffee Brands in India
The major players in this segment are:
Nestle
Tata Coffee
BRU
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Nescafe
Nescafe by Nestle India clearly dominates the Indian coffee market.
Apart from establishing numerous manufacturing units the company has
also gone a step ahead and installed numerous coffee machines in
various public places. The company has a record of selling almost 700m
cups of hot and cold coffee per day. Enjoying almost a monopoly status
in the Indian coffee market, Nescafe accounts for 55% of the market
share in the Indian coffee industry.
Tata Coffee
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Among the top coffee brands in India Tata Coffee is one of the largest integrated coffee
producing companies in the world. Tata Coffee is involved in every
aspect of coffee production right from growing and curing of coffee to
the marketing and sales of the product. Tata Coffee owns 19 coffee
estates where they grow coffee, located in South India which serve as
ideal destinations for the growing and processing of coffee beans.
BRU
Another significant coffee brand in India Bru is one of the most sought
after brands produced by HUL. Introduced in the year 1969 the brand
became the pioneer of instant coffee in India. Positioned as a family
coffee brand Bru even managed to push Nescafe to the second position
in 2008. Currently among the top coffee brands in India Bru accounts for
49.6% market share of the coffee industry in India.
Shares Sajan Raj Kurup, Founder, Creativeland Asia (the agency behind the campaign),
"We were brainstorming on various thoughts when a young copywriter at the agency
blurted out how there is just too much of standing up (on issues and non-issues)
happening all around and whether it's really helping.
Instead we should just sit down and look for solutions." That sounded like the perfect
missing link to the campaign premise and became its big idea. Cafe brands globally have
not been known to be big advertisers. Against such a backdrop a full-fledged brand
campaign acquires even greater significance, underlining the potential of the cafe culture
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The brand campaign will be taking the 360-degree route while TV is the anchor
initially it will dovetail with the social media playing a huge role. Plans are afoot to
create a Wikipedia page on 'sitdownism' as well as blogger activity that aims at defining
the concept. People will be asked to record and share their own sitdown moments. Says
Kurup, "The entire campaign has a very user-generated feel to reflect the prevalent
culture where offline and online mediums keep interplaying all the time." According to
Ram Madhvani, director at Equinox Films who shot the film, "The vision was to make it
more believable and candid and so accordingly it has been gift-wrapped with a digital
feel."
As an avid coffee drinker pointed out, "A cafe is a brick-andmortar version of Facebook."
Even the popular social networking site launched its first ad campaigns a few weeks ago.
And so it should come as no surprise that after a decade and a half of purely experiential
brand building, the largest cafe in India with over 1,400 outlets across the country is
opting for a slightly more traditional marketing mix. Raghu Bhat, founder-director,
Scarecrow Communications feels that the film has been branded very smartly with
products interwoven seamlessly into the narrative.
He feels, that being a long format ad and that in a category that is not a traditional ATL
spender, the campaign needs to work harder in creating buzz, without depending on the
expensive medium of TV alone. Raj Kamble, managing partner of StrawberryFrog, the
cultural-movement agency likes the campaign idea, which, in his view, has greater
creative possibilities in the future. He adds though that the execution is overreliant on a
jingle and also that it has a slightly familiar feel in terms of the treatment.
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Global Flavour
Not too many cafe brands have resorted to advertising to create the buzz. They have
relied mostly on their store as the best marketing tool and catchment promotion for brand
building. In such a scenario, Costa's campaigns in the UK "Monkeys and Typewriters"
(2010) and "Coffee Heads" (2012) created by the British independent advertising agency
Karmarama have stood out and managed to turn many heads.
While both the campaigns are very different, they are linked by a similar ambition: to
create emotional rather than rational expressions of the brand philosophy, shares
Joe De Souza, creative director of the London based agency. While in "Monkeys" the
quality of Costa coffee was reiterated by unleashing dozens of monkeys on a room full of
espresso-making machines, in the more recent "Coffee Heads" people are buried up to
their necks in coffee beans while singing, to show (literally) the human face of the brand.
In both cases, shares De Souza, the need is to communicate the message in a bold,
unexpected, likable and memorable way that it surprises even the competition.
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OBJECTIVE OF STUDY
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OBJECTIVE OF STUDY
The objective of study in NESCAFE INDUSTRIES LTD (VIL),
1. To study the availability of the brand in dealers in the market.
2. To study sale promotion techniques adopted by Nescafe.
3. To do competitive analysis of Nescafe.
5. To study the satisfactions level of brand.
6. To take suggestion from dealers which help in increasing sale
value.
Thus the main objective of my project is to provide the company with
all the relevant information, which I have gathered from my survey as
it might help the company in stretching might marketing plan for
Nescafe in Ghaziabad.
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MARKET RESEARCH
Research methodology.
Research Design.
Market Area.
Sampling design.
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RESEARCH METHODOLOGY
Research Methodology is a systematic way, which consists of series
of actions or steps necessary to effectively carry out research and the
desired sequencing of these steps. The marketing research is a
process of involves a number of inter-related activities, which overlap
and do rigidly follow a particular sequence. It consists of the following
steps
1. Formulating the objective of the study
2. Designing the methods of data collection
3. Selecting the sample plan
4. Collecting the data
5. Processing and analyzing the data
6. Reporting the findings
34
Sample Design
Data Collection
Data analysis
Reporting of Findings
Research Design
Objective of Study
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RESEARCH DESIGN
Research Design specifies the methods and procedures for
conducting a particular study. A Research Design is the arrangement
of conditions for collection and analysis of the data in a manner that
aims to combine relevance to the research purpose with economy in
procedure. Research Design is broadly classified into three types as
Exploratory Research Design
Descriptive Research Design
Hypothesis testing Research Design
On the basis of the objective of study, the studies which are
concerned with describing the character tics of a particular individual,
or of a group of individual under study comes under Descriptive
Research Design.
Descriptive Research Design: In this research design the objective
of study is clearly defined and has accurate method of measurement
with a clear cut definition of population which is to be studied.
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Formulating the research problem
Two steps are involved in formulating the research problem:
Understanding the problem
Rephrasing the problem into meaningful terms from an
analytical point of view.
The training sessions are conducted in the beginning of training in
order to make us clear about the task provided and how to handle the
different situations.
PREPARING THE RESEARCH DESIGN
The research design is developed to collect the relevant information
with minimum of efforts, time and money.
Marketing Research Objectives:
To undertake a prior market study before doing
owns research.
To make an analysis on the basis of the results.
Type of Study: Descriptive.
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Research Area: Ghaziabad.
Source of Information: Primary Data.
Data Collection Instrument: Questionnaires
Research Approach: Survey Method.
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THE MARKET PLACE
The Rs. 525 Crore organization Coffee market today has a numbers
of the homegrown brands like cream-bell, Nestle, Milk Food and Bru
who have grabbed large share of coffee pie in their respective
regions. Milk food is planning to open 30 of 25 parlous in the all
India. HLL kwality walls a market leader in yesteryears is already not
to sure how to gain back its lost ground and cut down its losses, there
are many more who are seeking entry to take and an early
positioning in the market that is expected to grow faster than any
other milk products.
Managing branded coffee cafs chains may not be as difficult as
managing chain of coffee parlous as supply chain mechanism in case
of coffee is rather complex but nevertheless increasing supplies of
milk in pushing companies to develop the market for milk products.
Coffee business in India, estimated at Rs.1200 Crore, till very
recently was drive by pushcarts selling Hindustan Levers Kwality
Walls or the local brands. Coffee parlors were few like in n
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SAMPLING DESIGN
A Sample Design is a definite plan for obtaining a sample from a
given population. It refers t the technique r the procedure adopted in
selecting items for the sample. The main constitution of the sampling
design is as below-
1. Sampling Unit
2. Sample Size
3. Sampling Procedure
SAMPLING UNIT
A sampling framework i.e. developed for the target population that will
be sampled i.e. who is to be surveyed.
Retailers
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SAMPLE SIZE
It is the substantial portion of the target population that are sampled
to achieve reliable results.
100 ------- RESPONDENT (RETAILER)
SAMPLING PROCEDURE
The procedure to choose the respondents to obtain a representative
sample, a non-probability sampling technique is applied for the target
market.
Non-Probability Sampling
It is a purposive sampling which deliberately chooses the particular
units of the universe for constituting a sample on the basis that the
small mass that they so select out of a huge one will be typical or
representative of the whole.
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Judgment Sampling:
To select population members who are good prospects for accurate
information?
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DATA COLLECTION
Primary Data.
Secondary Data.
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DATA COLLECTION
The data collection process is the predefined task that I have to
undergo. The data collection process starts right from the first day till
the final day on the field. During the whole period a list of different
retailers scattered around whole of the Ghaziabad gets visited on the
regular basis. The main task is to analyze the market potential, study
of the market share of the company and analyzing the competitors
strategies.
The survey process is not complete without consulting the Retailers.
The distributors are the key nodes that make the chain moving
effectively. So the response made by them is also an essential
criterion to involve and reaching for certain decisions.
There are several ways of collecting appropriate data that differ
considerably in the context of money costs, time, and other resources
at the disposal of the researcher. The tools used for data collection
are as:
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PRIMARY DATA
The primary data are those data, which are collected afresh and for
the first time. And happen to be original in character. The primary
data to be collected for the study are-
Questionnaire A set of questionnaire is prepared for
the cause of collecting different information related to the
pre-determined objectives. The questionnaire prepared is
in two forms & targeted towards the doctors and chemists
differently. The format of questionnaire is structured.
SECONDARY DATA
Secondary data means data that are already available i.e., they refer
the data, which have already been collected and analyzed by
someone else. When the researcher utilizes secondary data, then he
has to look into various sources from where he can obtain them, IN
this case he is certainly not confronted with the problems that are
usually associated with the collection of original data. Secondary data
may either be published data or unpublished data. Usually published
data are available in:
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Various publications of the central, state and local
governments;
Various publications of foreign government or of international
bodies and their subsidiary organization;
Technical and trade journals:
Books, magazines and newspapers;
Reports and publications of various associations connected
with business and industry, banks, stock, exchanges etc.;
Reports prepared by research scholars, universities,
economists etc. In different fields, and
Public records and statistics, historical documents, and other
sources of published information. The sources of unpublished
data are many; they may be found in diaries, letters,
unpublished biographies and autobiographies and also may be
available with scholars and research workers, trade
associations, labor bureaus and other public/private individuals
and organizations.
The data collected from the various efforts and sources are presented
in tabular form and as shown distinctively from the next page.
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No. of Dealers Covered
TABLE NO.1
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100
Area of Survey No. Of Respondent Percentage
Raj Nagar 35 35
Lohia Nagar 13 13
Shasti Nagar 22 22
Gandhi Nagar 10 10Vijay Nagar 20 20
Total 100 100
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AVAILABILITY OF BRANDS
TABLE NO.2
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100
Bran No of Respondent Percentage
Nestle 33 33
Bru 25 25
Nescafe 22 22
Tata 20 20
Total 100 100
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BEST PROMOTION BY COFFEE COMPANY
TABLE NO.3
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100
Promotion No of Respondent Percentage
Free Gift 18 18
High Margin 37 37
Attractive Packing 20 20
Low Price 25 25Total 100 100
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SATISFIED WITH BRAND PACK
TABLE NO.4
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100
Brand Pack No of Respondent Percentage
Bulk Pack 25 25
Family Pack 53 53
Party Pack 22 22
Total 100 100
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VISIT DELIVERYMAN IS REGULAR
TABLE NO.5
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100
Brand No of Respondent Percentage
Depending on the
Scheme
09 09
Fixed interval 46 46On demands 31 31
Any time visit 20 20
Total 100 100
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BEST DISTRIBUTION CHANNEL
TABLE NO.6
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100
Brand No. of Respondent Percentage
Nestle 47 47
Bru 17 17
Tata 15 15
Nescafe 21 21Total 100 100
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MODE OF ORDER
TABLE NO.7
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100
Mode No. of Respondent Percentage
Telephone 59 59
Fax 11 11
Saleman 30 30
Total 100 100
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SUGGESTIONS GIVEN BY RETAILERS
TABLE NO.8
SOURCE: PRIMARY SOURCE
SAMPLE SIZE-100
SuggestionsNo. of
RespondentPercentage
Price Reduction 42 42
Increase Advertisement Spent 24 24
Taste Improvement 14 14
Distribution Improvement 20 20
Total 100 100
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DATA ANALYSIS
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DATA ANALYSIS
After data have been collected researcher turns to the task of
analysis them. The analysis of the task of closely related option such
as establishment of categories, the application of these calories to
raw data through coding tabulation and then drawing.
Statistical inferences
1) Coding
2) Editing
3) Tabulation
Coding operation is usually done at this stage through which the
categories of data was transfer into symbols that may be tabulated
add counted
Editing was the procedure that improves the quality of data for coding
with the stage was ready for tabulation
Tabulation was a part of the technical procedure where in the
classified data are put in the form of tables.
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GRAPH.1
INTERPRETATION
35% of the retailers are covered from the area Raj Nagar.
13% of the retailers are covered from the area Lohia Nagar.
22% of the retailers are covered from the areaShasti Nagar.
10% of the retailers are covered from the area Gandhi Nagar.
20% of the retailers are covered from the area Vijay Nagar.
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GRAPH.2
33
25
2220
0
5
10
15
20
25
30
35
Nestle Bru Nescafe Tata
Avaibility of Brnad
East
INTERPRETATION
Nestle is most like by consumer at 33%.
Bru is most like by consumer at 25%.
Nescafe is most like by consumer at 22%.
Tata is most like by consumer at 20%.
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GRAPH.4
INTERPRETATION
Bulk Pack is most satisfied by consumer at 25%.
Family Pack is most satisfied by consumer at 53%.
Party Pack is most satisfied by consumer at 22%.
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GRAPH.5
INTERPRETATION
Promotion strategies of Free Gift are liked by 18% of retailer.
Promotion strategies of High Margin are liked by 37% of
retailer.
Promotion strategies of Attractive Packing are liked by 20% of
retailer.
Promotion strategies of Low Price are liked by 25% of retailer.
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GRAPH.6
INTERPRETATION
The Deliveryman visit Depending on the Scheme at 9%.
The Deliveryman visit Fixed interval at 46%.
The Deliveryman visit on demands at 31%.
The Deliveryman visit any time at 20%.
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GRAPH.8
INTERPRETATION
59% retailer preferred the mode of order by telephone.
11% retailer preferred the mode of order by fax.
30% retailer preferred the mode of order by salesman.
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GRAPH.9
INTERPRETATION
42% of retailer suggested for Price Reduction.
20% of retailer suggested for Distribution Improvement.
14% of retailer suggested for an improvement in taste.
24% of retailer suggested for increase in Advertisement.
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FINDINGS
&
RECOMMENDATIONS
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FINDING
As regards outlet exclusivity, I found that the major manufacturers
(Nestle and Nescafe) have entered into agreement with some retailer
to stock only their respective products, which has also adversely
affected competition between manufacturers and between the
distributors.
Here is some of the finding that I came across as I surveyed the
market.
1. An average Ghaziabad retailer is notorious and really very smart
he is hard to keep and the company has to make extra efforts to
keep him loyal and this is not just with Nescafe it is the same with
every other Coffee company.
2. The power outage was serious problem even in Ghaziabad the
area like Shasti Nagar,Ghandhi Nager, Kavi Nagar,Vijay Nagar
were having serious power outage which was again one reason
why retailers were so afraid of stocking up coffee.
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3. The freezers were haphazardly arranged i.e. the dealers were
storing almost every thing that needed freezing or cold into the
freezers from the peas to distilled water besides there were
freezers where the different brands of coffee were stocked
simultaneously.
4. The Coffee market is very cost effective i.e. you need to be good
and cheap at the same time to make your product sell well.
5. The Coffee business requires that the distribution network be
equally good besides there should be proper and timely delivery
and also replacements should be timely done otherwise chances
are that the retailers would shy away from that particular brand.
The lone reason why Nescafe was able to stock its Coffees in
Nestles freezers was because we provided replacement and they
didnt.
6. Its easier to find new retailer only when the company supports its
retailer force i.e. the retailer should be give some rebate when it
comes to buying freezers besides the company should always
encourage dealer to buy the freezers of at least 400 Lts because
in future the retailer can easily up his orders if demands are high.
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7. The company has a very right policy of promoting itself hard at
the places where the youth actually hang out. The company I
found got the menus printed of Lapstop in Sec 2 Raj Nager etc
where young people actually hang out this may promote
company well and get it long time loyalty from customers.
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RECOMMENDATIONS
1. In considering the measures needed to remedy the adverse
effects identified our objective has bee to establish a framework I
which competition would be effective with as little ongoing
regulation as possible.
2. On freezer exclusivity, I recommend that other Coffee brands
should be restricted from entering into any agreement or
arrangement for capacity I any freezer I any retailer outlet used to
stock wrapped impulse coffee. The company should make sure
that it doesnt end up fighting with other companies for the
remaining freezer space so the company should make sure that
whichever market it enters it should sanction enough money to fix
freezers at least the shops where the demand is good.
3. On outlet exclusivity, I recommend that the company make sure
that the retailer it invests on especially where the company gets
the pamphlets printed and also invests on the outlets fixing up big
signboards and also other accessories like tables and chairs etc.
in that case the company should demand total loyalty and also fix
up certain target for that shop so that if the target is met the
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company further reward the retailer with further discounts or
margins.
4. On distribution, we consider remedies that would regulate the
supply by Nescafe to independent wholesalers such as
specifying the minimum order range besides the distribution
should also be perked up i.e. the availability should be such that
shortages ever occur besides care must be taken that delivery be
quick and that the coffee is not loose or melted.
5. As far as the billings are concerned the company must take
proper care that billings be done accordingly and any hassles that
arise must be addressed quickly care should be taken to bill
properly because wrong billings ca take away the credibility of the
company.
6. Company has been right in addressing the top shops in town by
keeping freezers and giving other support to bigger retailers these
retailer are with I reach of the upwardly mobile yuppie class but
the company should also address to the dealers that dont form
the companys top agenda because if the company fails to do the
same though it may earn its bread and butter but wont be able to
earn necessary brad recognition that might help up the company
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cater to greater amount of taste buds that should be companys
brand policy.
7. Company though has reached its tentacles into the Institutes.like
IMT Ghaziabad. They might not bring the staple for the company
but do enough to create a long term demand besides may even
help to generate recognition and even human resources.
8. Urgent action should be taken to the above recommendations to
help stall competition and to also help the company to stand itself
in the market though the company has bee doing good as far as
the companys first year I the Delhi is considered the company
though would have to do better to fulfill its motto Flavour of the
month
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LIMITATIONS OF THE STUDY
Many of the respondents were not willing to disclose their
information regarding the sale.
Some of the respondents were very non- cooperative.
Due to the limitation of the time constraint the research could
not be conducted in areas other than the Ghaziabad.
Target retailer chosen were less due to the constraints of the
time & cost factors.
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ANNEXURES
QUESTIONNAIRE
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QUESTIONNAIRE
Retailers Name:..
Shop Address:
..
..
1. Which brands keep in your shop?
* Nestle ( )
* Bru ( )
* Nescafe ( )
* Kwality Walls ( )
* Nescafe ( )
2. Which Brand is most liked by consumer?
* Candy ( )
* Cones ( )
* Noveltiesl ( )
* Kulfi ( )
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3. Which brand provides best promotional efforts?
* Free Gift ( )
* High Margin ( )
* Attractive Packing ( )
* Low Price ( )
4. According to you best distribution channel is of?
* Nestle ( )
* Bru ( )
* Nescafe ( )
* Kwality Walls ( )
* Nescafe ( )
5. Is the Coffee readily available to you on ordering to company?
Yes No
( ) ( )
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6. Are you satisfied with margin provided by the company of the
product?
* Satisfied ( )
* Un-Deciaded ( )
* Non-Satisfied ( )
7. Other competitive brand providing good marginal.
-------------------------------------------------------------.
8. Are you satisfied with the quality of these brands (ratify them)?
* Nestle ( )
* Bru ( )
* Nescafe ( )
* Kwality Walls ( )
* Nescafe ( )
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9. Are you satisfied with brand Pack?
* Bulk Pack ( )
* Family Pack ( )
* Party ( )
10.Does visit of executive /deliveryman is regular?
* Depending on the Scheme ( )
* Fixed interval specified by the order ( )
*On Demands ( )
* Anytime Visit ( )
11.What in your mode of order ?
* Telephone ( )
* Fax ( )
* Sale man ( )
12. Suggestion from you side to an coffee company is?
* Price reduction ( )
* Distribution improvement ( )
* Taste improvement ( )
* Increase in Advertisement ( )
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BIBLIOGRAPHY
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BIBLIOGRAPHY
In this research report, while finalizing and for analyzing quality
problem in details the following Books, Magazines/Journals and Web
Sites have been referred. The all material detailed below provides
effective help and a guiding layout while designing this text report.
Kotler, Philip and Gary Armstrong (1999),
Marketing Management (New Delhi: Prentice Hall of India)
Mathur, B. L. (1994),
Marketing Management (Jaipur: Arihant Publishing House)
Kothari, C. R.(1999),
Research Methodology (Delhi: Global Business Press)
Khurana, Rakesh and A. N. Ravichandran (1996),
Strategic Marketing Management: Concept and Cases- An Indian
Context
(Delhi: Global Business Press)
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Magazines:
Business World (12 April, 2004)
Business Today (Collector Edition Vol.1)
India Today (15 April, 2004)
Journals:
Indian Journal of Marketing (May 2004)
The Journal of India management &strategy (July-Sep 01)
The Alternative Journal of Management
Study & Research (Aug-Sep 02)
News Paper:
Ahmedabad News Line, (NOV 6, 2001)
Economic Times, ( 7, NOVEMBER 2001)
Business Standard ( 7 NOVEMBER, 2001)
THE HINDU (Thursday, Aug 08, 2002)
Websites:
www.Nescafe group.com