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8/3/2019 Marketing Research Project Final
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Nespresso Marketing Project – Market Analysis1
Project Marketing ResearchAccording to our objectives, we need to know the acceptance and opinion of our
customers to it: Coffee Sustainability. In order to develop action plans and other
strategies we want to know how they will react and if they will be successful, and
therefore will increase the brand value and profits.
We prepare the marketing research following this process:
First: define the problem and our research objectives. Second: develop the plan in order to collect the information (the survey).
Third: Implement the plan (collect data).
Fourth: Interpreting the findings.
DEFINING THE PROBLEM AND THE RESEARCH OBJECTIVES
The problem is that the company wants to improve their recycling system of thecapsules in order to achieve one of its most important objectives - the sustainability.
There are different ways how to change the recycling system, but the company doesn’t
know which one would be more comfortable for the customers. That’s why it’s
necessary to make a marketing research.
That’s why our marketing research will be exploratory research because we need
the basic information to help us resolve our problem and suggest a hypothesis, which
kind of recycling system would be the most effective and efficient.
We need to ask the customers which kind of recycling
system would be more comfortable for them, to get
their opinion and at the same time to predict their futurebehavior. When we know the response of the customers,
we can start with improving the recycling system and
with that to achieve our goals.
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Nespresso Marketing Project – Market Analysis2
DEVELOPING THE RESEARCH PLAN:
NoYes
How many cups per day?
1, 2, 3, 4 or more than 4
Do you have a capsule machine ?
Yes No
Wich one ?
Nespresso ; Senseo ;
Tassimo ; Nescafé Dolce
Do you drink coffee ?
Do you recycle ?
Yes No
DEMOGRAPHY
Occupation
Student
Employee
Retired
Age
< 25
26 / 35
36 / 45
Monthly Income
< 500€
500 / 1000€
1000 / 1200€
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Nespresso Marketing Project – Market Analysis3
What do you think about the coffee capsules? They...
are well-designed are eco-friendlyhave a right coffee quantity taste good
have a good quality-price relation
Nespresso capsules are made of aluminum. Would they be better if they are
made of...?
Paper Filter paper Tetra- Brick (paper & aluminium) Aluminium is ok
In exchange of a discount or a special offer, would you bring the used
capsules to the store for recycling?
Yes No I don’t care
How would you prefer to recycle your capsules?
In the store
By post (paid by the Nespresso, Tassimo ect.)
In a supermarketI wouldn’t recycle them
Does the capsules' recycle system determine you to buy one brand or
another
(Nespresso, Tassimo, Senseo...)?
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Nespresso Marketing Project – Market Analysis4
We have decided to build this questionnaire on this way for several reasons.
The first one was to split it into 3 distinguished parts: one about the personals
information, one other about the coffee and their customer behavior, and a final one
about the recycle concept.
We decide to go deeper inside of the second part, in order to better know our
customers. In fact, this survey is made not only for our customers as non drinkers of
coffee can answer it. However, we thought it was a good opportunity to collect some
data about our customers.
Thanks to that, we can also know the feeling and opinions of our customers about
the recycle Nespresso’s future strategy. This structured survey also brings us
information about competitors’ customers. So we can also say that’s a compet itive
intelligence.
After this process we had to think about the number of responses we want to reach.
Our goal was to achieve approximately 50 respondents but at the time of running the
questionnaire, which was between the 29th of October 2011 till the 4th of November,
we have hit 171 respondents.
The questionnaire has been completed online. Using internet has a lot of positive
factors. It is a cheap way to get the information, the speed of data collection is
excellent as well as the answers are more honest and truly. There is also a good
quantity of data that can be collected and the use of computer tools makes it easiertoo.
On the duty of distributing the questionnaire we have decided to use the social
network site Facebook, also a Spain based social network website called Tuenti, and
personal e-mailing.
Collecting and analyzing data
Collecting and analyzing data is one of the most important steps of the marketing
research process. We decided that we will use the internet (social networks and e-mail)
to collect the customers’ opinions, attitudes and behaviors.
From the data that has been gathered we made an analysis by using different types
of charts and tables because we think that the visual representation is the best way
how to understand the information. The obtained data from a small group can be used
to make judgments about a larger group.
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Nespresso Marketing Project – Market Analysis5
<25
60%25-30
16%
31-40
24%
Age range
< €750
59%
€750-
€1200
22%
> €120019%
Monthly Income
Recycle
75%
Don't
Recycle
25%
Recycling success between
coffee drinkers
86%
4%10%
Will bring the capsules to the
store
Yes
No
Don't care
We launched the survey through www.encuestafacil.com, a web-tool that helped
us in the duties of collecting and summarizing data.
171 people answered the survey, from which only 145 ended it up.
60% of them are under 25, and the rest are between 25 and 40 years old.
59% declared that have a monthly income lower than €750, while 22%
have an income between €750 and €1200 and the rest 19% have higher
incomes than €1200.
After analyzing general data about demographics and participation, we will get
deeper in the questions that interest us the most: Coffee capsules and recycling.
The percentage of people that drink coffee and recycle at the same time is
75%, but the most interesting is that 86% of them will bring the capsules
to the store for recycling:
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Nespresso Marketing Project – Market Analysis6
Nespresso clients
demonstrate that:
- 70% of them recycle.
- 80% of them would bring
the capsules to the store for
recycling.
It is also important the age range in terms of wiliness to recycle. As
expected, the younger the more recycle culture:
The ones that answered positively to the questions "Do you recycle?"
and "Would you bring the used capsules...?" were mostly (70%)
people under their 30. In the same way Students (76%) were the
more conscious about recycling.
It is surprising how Nespressoclients have expressed their
motivation about recycling the
capsules:
We deduce from this data the success of Nespresso
in Spain. Official Nestlé sources already placed it as the
leader in Spain, and we have confirmed by our survey
that it is true:
Which capsule machine do you have?
1. Nespresso: 79%
2. Dolce Gusto: 16%
3. Tassimo: 5%
4. Other: 4%
0%
20%
40%
60%
80%
People that drink coffee
and recycle
75%
15%6%
5%
Nespresso Dolce Gusto Tassimo Other
Nestlé leadership on the
capsules' machines market
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Nespresso Marketing Project – Market Analysis7
If we look at the success of Nespresso in Spain from the coffee capsules point
of view we see that people that people buy them because of the design more
than the taste of the coffee.
Almost half of the people questioned agreed with the Nespresso choice to use
aluminum for their coffee capsulas and wouldn`t change for other material.
The next important option would be filter paper like some of the
competition do.
PlasticTetra brick
(paper and
aluminum)
Filter paperAluminum is
OK
15% 25%50%
72%
Nespresso capsules are made of aluminum. Would they be better if they
were made of...?
Plastic Tetra brick (paper and aluminum) Filter paper Aluminum is OK
0
10
20
30
40
50
60
70
80
90
are well designed have a right coffee
quantity
taste good are eco-friendly have a good
quality-price
relation
What do you think about the coffee capsules?They...
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Nespresso Marketing Project – Market Analysis8
As we can see in the graph the capsules recycle system is not an important
detail in the costumer choice for the brand of the coffee machine.
Conclusions (Interpreting data)
The objective of our survey is to know our customer’s point of view of the
sustainability of Nespresso capsules, the result is flattering. Nespresso recycling
campaign is a success, the company is in the right place. This survey has provided a lot
of new information to Nespresso and will lead the company to new possible marketing
strategies and decisions.
Though we want to know how our customers react to our recycling strategy we also
wanted to know the worry of the people in general for recycling, it is really interesting
to see that 70% of the people who recycle and would bring the capsules are under
theirs 30s. Young people are more concerned about recycling, so here comes for us a
new challenge: involve our oldest customers to the recycling habit.
The company should focus on making recycling not a bother but a commitment
with Nespresso and with the world; it should make the customer feel happy when
keeping the capsules until returning them into the stores.
Yes: 52%
No: 55%
It doesn't
matter: 38%
Does the recycle system determines you to buy one
brand or another (Nespresso, Tassimo...)?
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Nespresso Marketing Project – Market Analysis9
As we know from the survey, Nespresso has a high percentage of customers
between its 20s and 30s, by facebook, twitter and other social networks Nespresso
tries to approach them. The company works hard to pass on its recycling image and
brand values .It has on facebook a section ca lled “Ecolaboration” where it explains all
its recycling politics and projects. Contents are constantly uploaded in order to creatediscussion among its 1.312.450 facebook fans.
Another important area is the application world for smartphones; Nespresso is able
to keep updating and has created an app for iPhones, with which you can:
- Order your Grands Crus, Nespresso Machines and Les Collections.
- Find your nearest collection point for your used capsules, Boutique orNespresso stockist.
- Discover the latest Nespresso news.
In order to approach recycling to the customers in their 40s-50s-60s who are less
conscious in the matter, Nespresso should implement marketing techniques such as:
creating a virtual visit (public relations) of the recycling process so as to convince the
customers they are supporting a real cause; creating some sort of benefits for the
capsules that are brought back to the store, for instance a reduction in the following
purchase; extending rumours of how Nespresso is well recycling; creating a notice
board with all the events and data that will incite customers to recycle and will make
them feel the culture in deep.
Nespresso is clearly the leader nowadays in the
Spanish market. 79% of coffee machine drinkers
have a Nespresso machine; customer’s first words
about Nespresso that come to their minds are
“excellent”, “unique”, “best taste ever”, “fancy”,
however a few say “too expensive”. Our customers
love the uniqueness of our brand, they love the
boutique but some of them would like to buy the
capsules in supermarkets.
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Nespresso Marketing Project – Market Analysis10
Nespresso has the audience preference because of a well defined market image.
Nestle has the highest percentage of capsule machines in Spain almost 96% of
customer drinkers own one.
We know that Nespresso is seen as a luxurious brand, very interesting data is given
to us: only 19% of people that answered the survey have an income higher than 1200 €,
that means that 81% earn less than 1200€. Nespresso is in comparison with other
brands expensive, capsules from Senseo or dolce gusto cost 0.24 or 0.17, however ours
is 0.33.
This reflects the positioning and differentiation of our product, even though
Nespresso is one of the most expensive coffee capsules in the market, people who are
“mileuristas” still buy it, in this cases Nespresso is used as a pleasant drink not maybe
for everyday but for special occasions. The quality, taste, form, image, flavour prevails
over the price.