Summer Training Report Madhumita 12049

8/11/2019 Summer Training Report Madhumita 12049

1/60

A Project Report

OnAnalyzing the brand awareness and

perception of NESTLE !N"!A LT"# $

Submitted in partial fulfillment of the requirement forthe award of degree of

%achelor of %&siness Ad'inistration

Session ()*(+()*,

-nder the s&per.ision of / S&b'itted %y /

0s# Preeti "ahiya 0adh&'ita

1Assistant professor2 %%A 3rdyear

Roll no# / *()45

Panipat !nstit&te of Engineering 6 Technology7

Sa'al8ha

Affiliated to 9&r&8shetra -ni.ersity7 9&r&8shetra

1


2/60

"E:LARAT!ON

This is to certify that I , 0adh&'itathe student of P.I.E.T. (P!IPT I!STIT"TE #$E!%I!EE&I!% !' TE)!#*#%+ studying in -- th Semester, ** !# /

1023 has undergone S"44E& T&I!I!% atNestle for 25 days and prepared a pro6ect

report entitled 7-&!' 8&E!ESS !' PE&EPTI#! 9 in the partial fulfillment

for the award of degree of -achelor of -usiness dministration.

I hereby declare that the pro6ect wor: entitled 7%RAN" A;ARENESS 6

PER:EPT!ON$ submitted to the 9-R-9S, is a record of an

original wor: done by me under the guidance of 4r. %aura; 4alhotra ()& 4anager,

learning < training ,nestle=, %urgaon and this pro6ect wor: has not formed the basis for

the award of any other 'egree or diploma.

Signat&re of ?ac&lty @&ide Signat&re of :andidate


3/60

A:9NO;LE"@E0ENT

-efore starting off with my report, I would li:e to e>press my gratitude towards 0r#

@a&ra. 0alhotra1)& 4anager,nestle=,%urgaon for pro;iding me an opportunity to

underta:e this pro6ect in his esteemed organi?ation. I am deeply indebted to him forresting his confidence with me as well as pro;iding ;aluable inputs from time to time.

I would also li:e to than: 0r# 0alhotra for his moral support and regular guidance, and

also than:ful to 0y ?ac&lty @&ide 0s# Preeti "ahiya in P.I.E.T for her support in

accompolishing this pro6ect and I am also than:ful to 0s# Priyan8a Sehgal ()ead of

department of business administration in P.I.E.T for her support.

*ast but not the least@ I would li:e to than: all the 'epartment )eads < Employees

who participated in the pro6ect without which the pro6ect would ha;e been nothing in

terms of ;alue and worth. I sincerely hope my wor: would come up to the e>pectations

of all those who are concerned and will be of some practical help .

Madhumita

*()45

A


4/60

EE:-T!=E S-00AR>

In this pro6ect, the main ob6ecti;e is to de;elop a detailed insight in to the brand

awareness and perception of nestle products in %urgaon which will help in increasing

my :nowledge < thus impro;e my organi?ational wor: e>perience.

This pro6ect is also ;ery helpful < beneficial for all those people who are :een to :now

about food processing industry as growing sector of the business as our country is

de;eloping at a good ;elocity.

)ere, ;elocity is stated because ;elocity is speed with direction < the direction in which

our economy is growing is positi;e.

'ata furnished in the pro6ect report has been sourced partially from internet and the resthas been collected primarily through questionnaires which were filled by 1 respondents

in %urgaon.

The first part of the pro6ect is about introduction to the food processing industry ,

introduction to !EST*E and introduction to the -&!' 8&E!ESS !'

PE&EPTI#!.

The research design that has been used in the study is E>ploratory cum study, research

has been carried out by using Primary and secondary data collection methods.

Sample si?e that has been used in the study is 1.

2


5/60

5


6/60

Serial

No#

Table of :ontents Page#

No#

1. :hapter+ * Introduction

1.1 Introduction to Industry

1.0 Introduction to ompany

1.A Introduction to Topic

1B10

1AB0C

0DBA0

0. :hapter+( *iterature &e;iew AABA2

A. :hapter +3 &esearch 4ethodology A5BAD

2. :hapter+ 4 'ata nalysis nd Interpretation AB2C

5. :hapter+ , $indings,

onclusion < &ecommendation

2DB23

C. -ibliography 5

D. nne>ure 51B50

C


7/60

:

D


8/60

The food processing industry in India is a sunrise sector that has gained prominence inrecent years. ;ailability of raw materials, changing lifestyles and rela>ation in policieshas gi;en a considerable push to the industryFs growth. This sector is among the few thatser;es as a ;ital lin: between the agriculture and industrial segments of the economy.Strengthening this lin: is of critical importance to impro;e the ;alue of agricultural

produce@ ensure remunerati;e prices to farmers and at the same time create fa;ourabledemand for Indian agricultural products in the world mar:et. thrust to the foodprocessing sector implies significant de;elopment of the agriculture sector and ensures;alue addition to it.

The Indian food processing industry holds tremendous potential to grow, considering thestill nascent le;els of processing at present. Though IndiaFs agricultural production base isreasonably strong, wastage of agricultural produce is si?eable. Processing of fruits and;egetables is a low 0G, around A5G in mil:, 01G in meat and CG in poultry products. -yinternational comparison, these le;els are significantly low B processing of agricultureproduce is around 2G in hina, AG in Thailand, DG in -ra?il, DG in the Philippines

and G in 4alaysia. alue addition to agriculture produce in India is 6ust 0G, wastageis estimated to be ;alued at around "SH 1A billion ( &s 5 billion.

India, with an arable land of 12 mn hectares is, the highest producer of mil: in the worldat 3 mn tonnes p.a., second largest producer of fruits < ;egetables (15 mn tonnes,third largest producer of foodgrains and fish and has the largest li;estoc: population.onsidering the wideBranging and large raw material base that the country offers, alongwith a consumer base of o;er one billion people, the industry holds tremendousopportunities for large in;estments.

0inistry of ?ood Processing !nd&stries

The 4inistry was set up in 133 and the industry segments that come under its pur;ieware

$ruit < egetable processing (including free?ing and dehydration

%rain Processing

Processing of $ish (including canning and free?ing

Processing and refrigeration of certain agricultural products, dairy products, poultry

and eggs, meat and meat products Industries related to bread, oilseeds, meals (edible, brea:fast foods, biscuits,

confectionery, malt e>tract, protein isolate, high protein food, weaning food and e>trudedfood products (including other readyBtoBeat foods

-eer, including nonBalcoholic beer


9/60

lcoholic drin:s from nonBmolasses base

erated water and soft drin:s

Specialised pac:aging for food processing industries.

The 4inistry of $ood Processing Industries, %oI, has estimated the si?e of the Indianfood mar:et at "SH 131 bn (&s ,C bn. The processed food mar:et is pro6ected to beo;er "SH 1 bn, of which the primarily processed food mar:et accounts for CG, whilethe ;alueBadded processed food mar:et is around 2G.

The a;erage annual growth of the food processing industry has been around G between$+1B$+C. The segments that ha;e dri;en the growth are the be;erages and meat

!estlM is a Swiss transnational food and be;erage company headquartered in e;ey ,

Swit?erland. It is the largest food company in the world measured by re;enues.

1C
http://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Veveyhttp://en.wikipedia.org/wiki/Multinational_corporationhttp://en.wikipedia.org/wiki/Vevey


17/60

!estlMNs products includebaby food,bottled water,brea:fast cereals, coffee and tea,

confectionery, dairy products, ice cream, fro?en food,pet foods, and snac:s. 03 of

!estlMNs brands ha;e annual sales of o;er 1 billion Swiss francs (about H1.1

billion, including!espresso,!escafM, LiTLat,Smarties,!esqui:,StoufferNs,ittel,

and4aggi. !estlM has 22D factories, operates in 132 countries, and employs around

AAA, people. It is one of the main shareholders of*N#rMal, the worldNs

largest cosmeticscompany.

!estlM was formed in 135 by the merger of the ngloBSwiss 4il: ompany, established

in 1CC by brothers %eorge Page and harles Page, and $arine *actMe )enri !estlM,

founded in 1CC by )enri !estlM. The company grew significantly

during the $irst 8orld 8ar and again following the Second 8orld 8ar, e>panding its

offerings beyond its early condensed mil: and infant formula products. The company hasmade a number of corporate acquisitions, including rosse < -lac:wellin

135, $indusin 13CA, *ibbyNsin 13D1, &owntree 4ac:intoshin 13, and%erberin

0D.

!estlM has a primary listing on the SIO Swiss E>changeand is a constituent of the Swiss

4ar:et Inde>. It has a secondary listing on Eurone>t. In 011, !estlM was listed !o. 1 in

the $ortune %lobal 5as the worldNs most profitable corporation. 8ith a mar:et

capitali?ation of H0AA billion, !estlM ran:ed !o. 3 in the $T %lobal 5 01A.

!estlMNs origins date bac: to 1CC, when two separate Swiss enterprises were founded

that would later form the core of !estlM. In the succeeding decades, the two competing

enterprises aggressi;ely e>panded their businesses throughout Europe and "S.

1D
http://en.wikipedia.org/wiki/Baby_foodhttp://en.wikipedia.org/wiki/Bottled_waterhttp://en.wikipedia.org/wiki/Breakfast_cerealshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Ice_creamhttp://en.wikipedia.org/wiki/Frozen_foodhttp://en.wikipedia.org/wiki/Pet_foodshttp://en.wikipedia.org/wiki/Nespressohttp://en.wikipedia.org/wiki/Nescaf%C3%A9http://en.wikipedia.org/wiki/Kit_Kathttp://en.wikipedia.org/wiki/Smartieshttp://en.wikipedia.org/wiki/Nesquikhttp://en.wikipedia.org/wiki/Stouffer'shttp://en.wikipedia.org/wiki/Vittel_(water)http://en.wikipedia.org/wiki/Maggihttp://en.wikipedia.org/wiki/L'Or%C3%A9alhttp://en.wikipedia.org/wiki/Cosmeticshttp://en.wikipedia.org/wiki/Henri_Nestl%C3%A9http://en.wikipedia.org/wiki/Crosse_%26_Blackwellhttp://en.wikipedia.org/wiki/Findushttp://en.wikipedia.org/wiki/Libby'shttp://en.wikipedia.org/wiki/Rowntree'shttp://en.wikipedia.org/wiki/Gerber_Products_Companyhttp://en.wikipedia.org/wiki/SIX_Swiss_Exchangehttp://en.wikipedia.org/wiki/Swiss_Market_Indexhttp://en.wikipedia.org/wiki/Swiss_Market_Indexhttp://en.wikipedia.org/wiki/Euronexthttp://en.wikipedia.org/wiki/Fortune_Global_500http://en.wikipedia.org/wiki/Financial_Times_Global_500http://en.wikipedia.org/wiki/Baby_foodhttp://en.wikipedia.org/wiki/Bottled_waterhttp://en.wikipedia.org/wiki/Breakfast_cerealshttp://en.wikipedia.org/wiki/Dairy_productshttp://en.wikipedia.org/wiki/Ice_creamhttp://en.wikipedia.org/wiki/Frozen_foodhttp://en.wikipedia.org/wiki/Pet_foodshttp://en.wikipedia.org/wiki/Nespressohttp://en.wikipedia.org/wiki/Nescaf%C3%A9http://en.wikipedia.org/wiki/Kit_Kathttp://en.wikipedia.org/wiki/Smartieshttp://en.wikipedia.org/wiki/Nesquikhttp://en.wikipedia.org/wiki/Stouffer'shttp://en.wikipedia.org/wiki/Vittel_(water)http://en.wikipedia.org/wiki/Maggihttp://en.wikipedia.org/wiki/L'Or%C3%A9alhttp://en.wikipedia.org/wiki/Cosmeticshttp://en.wikipedia.org/wiki/Henri_Nestl%C3%A9http://en.wikipedia.org/wiki/Crosse_%26_Blackwellhttp://en.wikipedia.org/wiki/Findushttp://en.wikipedia.org/wiki/Libby'shttp://en.wikipedia.org/wiki/Rowntree'shttp://en.wikipedia.org/wiki/Gerber_Products_Companyhttp://en.wikipedia.org/wiki/SIX_Swiss_Exchangehttp://en.wikipedia.org/wiki/Swiss_Market_Indexhttp://en.wikipedia.org/wiki/Swiss_Market_Indexhttp://en.wikipedia.org/wiki/Euronexthttp://en.wikipedia.org/wiki/Fortune_Global_500http://en.wikipedia.org/wiki/Financial_Times_Global_500


18/60

In ugust 1CD, harles ("S consul in Swit?erland and %eorge Page, two brothers

from*ee ounty, Illinois,"S, established the ngloBSwiss ondensed 4il: ompany

inham, Swit?erland. Their first -ritish operation was opened athippenham, 8iltshire,

in 1DA.

1315 ad;ertisement for !estlMs $ood, an early infant formula.

In September 1CC, in e;ey, )enri !estlMde;eloped a mil:Bbased baby food, and soon

began mar:eting it. The following year saw 'aniel Peterbegin se;en years of wor:

perfecting his in;ention, themil: chocolatemanufacturing process. !estlMNs was the

crucial cooperation that Peter needed to sol;e the problem of remo;ing all the water from

the mil: added to his chocolate and thus pre;enting the product from de;eloping mildew.

)enri !estlM retired in 1D5 but the company under new ownership retained his name

asSocit Farine Lacte Henri Nestl..

In 1DD, ngloBSwiss added mil:Bbased baby foods to their products and in the following

year the !estlM ompany added condensed mil: so that the firms became direct and

fierce ri;als.

1
http://en.wikipedia.org/wiki/Lee_County,_Illinoishttp://en.wikipedia.org/wiki/Cham,_Switzerlandhttp://en.wikipedia.org/wiki/Chippenhamhttp://en.wikipedia.org/wiki/File:Nestl%C3%A9_Food_advertisement,_1915.jpghttp://en.wikipedia.org/wiki/Infant_formulahttp://en.wikipedia.org/wiki/Henri_Nestl%C3%A9http://en.wikipedia.org/wiki/Daniel_Peterhttp://en.wikipedia.org/wiki/Types_of_chocolatehttp://en.wikipedia.org/wiki/Condensed_milkhttp://en.wikipedia.org/wiki/Lee_County,_Illinoishttp://en.wikipedia.org/wiki/Cham,_Switzerlandhttp://en.wikipedia.org/wiki/Chippenhamhttp://en.wikipedia.org/wiki/File:Nestl%C3%A9_Food_advertisement,_1915.jpghttp://en.wikipedia.org/wiki/Infant_formulahttp://en.wikipedia.org/wiki/Henri_Nestl%C3%A9http://en.wikipedia.org/wiki/Daniel_Peterhttp://en.wikipedia.org/wiki/Types_of_chocolatehttp://en.wikipedia.org/wiki/Condensed_milk


19/60

In 135, the companies merged to become the !estlM and ngloBSwiss ondensed 4il:

ompany, retaining that name until 132D when the name !estlM limentana S was

ta:en as a result of the acquisition of $abrique de Produits4aggiS (founded 12 and

its holding company limentana S of Lempttal, Swit?erland. 4aggi was a ma6or

manufacturer of soup mi>es and related foodstuffs. The companyFs current name was

adopted in 13DD. -y the early 13s, the company was operating factories in the "nited

States, "nited Lingdom, %ermany, and Spain. The $irst 8orld 8ar created demand for

dairy products in the form of go;ernment contracts, and, by the end of the war, !estlMNs

production had more than doubled.

!estlM felt the effects of the Second 8orld 8ar immediately. Profits dropped from

"SH0 million in 13A, to "SHC million in 13A3. $actories were established in

de;eloping countries, particularly in *atin merica. Ironically, the war helped with the

introduction of the companyNs newest product,!escafM(!estlMNs offee, which

became a staple drin: of the "S military. !estlMNs production and sales rose in the

wartime economy.

The logo that !estlM used until 13CC.

fter the war, go;ernment contracts dried up, and consumers switched bac: to fresh

mil:. )owe;er, !estlMNs management responded quic:ly, streamlining operations and

reducing debt. The 130s saw !estlMNs first e>pansion into new products, with chocolateB

manufacture becoming the companyNs second most important acti;ity. *ouis 'apples was

E# till 13AD, when succeeded by Qdouard 4uller till his death in 132. The end of

8orld 8ar II was the beginning of a dynamic phase for !estlM. %rowth accelerated and

numerous companies were acquired. In 132D !estlM merged with 4aggi,a manufacturer

of seasonings and soups. rosse < -lac:wellfollowed in 135, as did $indus(13CA ,

*ibbyNs(13D1 and StoufferNs(13DA. 'i;ersification came with a shareholding

in*N#rMalin 13D2. In 13DD, !estlM made its second ;enture outside the food industry, by

13
http://en.wikipedia.org/wiki/Maggihttp://en.wikipedia.org/wiki/Nescaf%C3%A9http://en.wikipedia.org/wiki/File:Nestle's_old_logo.pnghttp://en.wikipedia.org/wiki/File:Nestle's_old_logo.pnghttp://en.wikipedia.org/wiki/File:Nestle's_old_logo.pnghttp://en.wikipedia.org/wiki/File:Nestle's_old_logo.pnghttp://en.wikipedia.org/wiki/File:Nestle's_old_logo.pnghttp://en.wikipedia.org/wiki/File:Nestle's_old_logo.pnghttp://en.wikipedia.org/wiki/%C3%89douard_Muller_(Nestl%C3%A9)http://en.wikipedia.org/wiki/Maggihttp://en.wikipedia.org/wiki/Crosse_%26_Blackwellhttp://en.wikipedia.org/wiki/Findushttp://en.wikipedia.org/wiki/Libby'shttp://en.wikipedia.org/wiki/Stouffer'shttp://en.wikipedia.org/wiki/L'Or%C3%A9alhttp://en.wikipedia.org/wiki/Maggihttp://en.wikipedia.org/wiki/Nescaf%C3%A9http://en.wikipedia.org/wiki/File:Nestle's_old_logo.pnghttp://en.wikipedia.org/wiki/File:Nestle's_old_logo.pnghttp://en.wikipedia.org/wiki/File:Nestle's_old_logo.pnghttp://en.wikipedia.org/wiki/File:Nestle's_old_logo.pnghttp://en.wikipedia.org/wiki/%C3%89douard_Muller_(Nestl%C3%A9)http://en.wikipedia.org/wiki/Maggihttp://en.wikipedia.org/wiki/Crosse_%26_Blackwellhttp://en.wikipedia.org/wiki/Findushttp://en.wikipedia.org/wiki/Libby'shttp://en.wikipedia.org/wiki/Stouffer'shttp://en.wikipedia.org/wiki/L'Or%C3%A9al


20/60

acquiringAlcon*aboratories Inc. In 132, !estlMNs impro;ed bottom line allowed the

company to launch a new round of acquisitions, notably merican food

giant arnation and the -ritish confectionery company &owntree 4ac:intoshin 13,

which brought the 8illy 8on:abrand / among others / to !estlM.

The -ra?ilianpresident, *ula da Sil;a, inaugurates a factory in $eira de Santana(-ahia,

in $ebruary 0D.

The first half of the 133s pro;ed to be fa;ourable for !estlM. Trade barriers crumbled,and world mar:ets de;eloped into more or less integrated trading areas. Since 133C, there

ha;e been ;arious acquisitions, includingSan Pellegrino(133D,Spillers

Petfoods(133, and &alston Purina(00. There were two ma6or acquisitions in !orth

merica, both in 00 / in Rune, !estlM merged its ".S. ice cream business into 'reyerNs,

and in ugust a "SH0.C billion acquisition was announced of hef merica, the creator

of )ot Poc:ets. In the same timeBframe, !estlM came close to purchasing the iconic

merican company )ersheyNs, one of its fiercest confectionery competitors, although thedeal e;entually fell through. nother recent purchase included the Renny raigweightB

loss program, for "SHC million.

0
http://en.wikipedia.org/wiki/Alconhttp://en.wikipedia.org/wiki/Alconhttp://en.wikipedia.org/wiki/Carnation_(trademark)http://en.wikipedia.org/wiki/Rowntree'shttp://en.wikipedia.org/wiki/The_Willy_Wonka_Candy_Companyhttp://en.wikipedia.org/wiki/Brazilhttp://en.wikipedia.org/wiki/Lula_da_Silvahttp://en.wikipedia.org/wiki/Feira_de_Santanahttp://en.wikipedia.org/wiki/Bahiahttp://en.wikipedia.org/wiki/San_Pellegrinohttp://en.wikipedia.org/wiki/Spillershttp://en.wikipedia.org/wiki/Spillershttp://en.wikipedia.org/wiki/Ralston_Purinahttp://en.wikipedia.org/wiki/Dreyer'shttp://en.wikipedia.org/wiki/Chef_Americahttp://en.wikipedia.org/wiki/Hot_Pocketshttp://en.wikipedia.org/wiki/The_Hershey_Companyhttp://en.wikipedia.org/wiki/Jenny_Craig,_Inc.http://en.wikipedia.org/wiki/File:Nestl%C3%A91.jpghttp://en.wikipedia.org/wiki/Alconhttp://en.wikipedia.org/wiki/Carnation_(trademark)http://en.wikipedia.org/wiki/Rowntree'shttp://en.wikipedia.org/wiki/The_Willy_Wonka_Candy_Companyhttp://en.wikipedia.org/wiki/Brazilhttp://en.wikipedia.org/wiki/Lula_da_Silvahttp://en.wikipedia.org/wiki/Feira_de_Santanahttp://en.wikipedia.org/wiki/Bahiahttp://en.wikipedia.org/wiki/San_Pellegrinohttp://en.wikipedia.org/wiki/Spillershttp://en.wikipedia.org/wiki/Spillershttp://en.wikipedia.org/wiki/Ralston_Purinahttp://en.wikipedia.org/wiki/Dreyer'shttp://en.wikipedia.org/wiki/Chef_Americahttp://en.wikipedia.org/wiki/Hot_Pocketshttp://en.wikipedia.org/wiki/The_Hershey_Companyhttp://en.wikipedia.org/wiki/Jenny_Craig,_Inc.


21/60

In 'ecember 05, !estlM bought the %ree:company 'elta Ice ream for 02 million.

In Ranuary 0C, it too: full ownership of 'reyerNs, thus becoming the worldNs largest ice

cream ma:er, with a 1D.5G mar:et share.

In !o;ember 0C, !estlM purchased the 4edical !utrition di;ision of !o;artis

Pharmaceutical for H0.5-, also acquiring, in 0D, the mil:Bfla;ouring product :nown

as #;altine.

In pril 0D, returning to its roots, !estlM bought "S babyBfood

manufacturer %erber for H5.5 billion.

In 'ecember 0D, !estlM entered into a strategic partnership with a -elgian chocolate

ma:er, Pierre 4arcolini.

!estlM agreed to sell its controlling sta:e in lconto!o;artison 2 Ranuary 01. The

sale was to form part of a broader "SHA3.A billion offer, by!o;artis, for full acquisition

of the worldFs largest eyeBcare company.

#n 1 4arch 01, !estlM concluded the purchase of Lraft $oodsNs !orth merican

fro?en pi??a business for HA.D billion.

In Ruly 011, !estlM S agreed to buy C percent of )su $u hi International *td. for

about H1.D billion. #n 0A pril 010, !estlM agreed to acquirePfi?er Inc.Ns infantB

nutritionunit for H11.3 billion. -efore the acquisition, there was a Nbidding warN between

the three shareholders !estlM,4ead Rohnson !utrition and'anone. Each of the

companies held a share, with !estlM holding the biggest share (1DG (Rohnson held 15G,

'anone 1AG.

s of 0 4ay 01A, !estlM has announced that it will e>pand &


22/60

!estle headquarters in e;ey

!estleheadquartersinRapan

00
http://en.wikipedia.org/wiki/File:Kobe_Nestle_Japan_HQ02ss3000.jpghttp://en.wikipedia.org/wiki/File:NestleHQ.jpg


23/60

In the 1Cs )enri !estlM, a pharmacist, de;eloped a food for babies who were unable tobreastfeed. )is first success was a premature infant who could not tolerate his

motherNsmil: or any of the usual substitutes. People quic:ly recogni?ed the ;alue of thenew product, after !estlMNs new formula sa;ed the childNs life, and soon, $arine *actMe)enri!estlM was being sold in much of Europe.In 135 !estlM merged with the ngloBSwiss ondensed 4il: ompany. -y the early13s@ the company was operating factories in the "nited States, -ritain, %ermanyandSpain. 8orld 8ar I created new demand for dairy products in the form of go;ernmentcontracts. -y the end of the war, !estlMNs production had more than doubled.fter the war %o;ernment contracts dried up and consumers switched bac: to freshmil:.)owe;er, !estlMNs management responded quic:ly, streamlining operations andreducing debt. The 130s saw !estlMNs first e>pansion into new products, with chocolatethe ompanyNs second most important acti;ity.

The end of 8orld 8ar II was the beginning of a dynamic phase for !estlM. %rowthaccelerated and companies were acquired. In 132D came the merger with 4aggiseasonings and soups. rosse < -lac:well followed in 13C, as did $indus (13CA,*ibbyNs (13D1 and StoufferNs (13DA. 'i;ersification came with a shareholding in*F#realin 13D2.The first half of the 133s pro;ed to be fa;orable for !estlM trade barriers crumbled andworld mar:ets de;eloped into more or less integrated trading areas. Since 133C, thereha;e been acquisitions including San Pellegrino (133D, Spillers Pet foods (133 and&alston Purina (00. There were two ma6or acquisitions in !orth merica, both in00 in Ruly, !estlM merged its ".S. ice cream business into 'reyerNs, and in ugust, a"S' 0.Cbn acquisition was announced of hef merica, Inc.

=!S!ON STATE0ENT

The strategic priorities of !estle are focused on deli;ering shareholder ;alue through theachie;ement of sustainable, capital efficient and profitable long termgrowth.Impro;ements in profitability will be achie;ed while respecting quality and safetystandards at all times.In line with this ob6ecti;e, !estle en;isions to grow in the shortest possible timeinto thenumber one food company in I!'I with the unique ability to meet the needs of

consumers of e;ery age group B from infancy to old age, for nutrition and pleasure,through de;elopment of a large ;ariety of food categories of the highest quality.!estle en;isions the company to de;elop an e>tremely moti;ated and professionallytrained wor: force, which would dri;e growth through inno;ation and reno;ation.It aspires, as a respected corporate citi?en, to continue playing a significant role in thesocial and en;ironmental sectors of the country.

0A


24/60

0!SS!ON STATE0ENT

!estlMFs mission is to pro;ide the best food to people throughout the 8#&*'

NESTLE PLANT AT @-R@AON

O%BE:T!=E

t the threshold of this new millennium, !estlMFs ob6ecti;e Is to consolidate andstrengthen its leading position at the cutting edge of inno;ation in the food area in orderto meet the needs and desires of customers around the world, for pleasure, con;enience,health and well being.

02


25/60

So'e of the 'ost pop&lar nestle prod&cts

05


26/60

0C


27/60

0D


28/60

!NTRO"-:T!ON TO TOP!:

The a;erage person is e>posed to 05 ad;ertising messages per day through ;ariousmedia channels such as billboards, maga?ines and newspapers, tele;ision, radio, online

etc. s human beings, we ha;e a limited amount of Vstorage spaceW in which we retainthese brands and it is therefore ;ery important for the future success of brands that thepeople in charge of managing them are aware of who the target audience is, what it is intheir li;es that they want brands to fulfil , and how the current image, perception orattitude of +#"& brand compares to that of your competitorsW brands. !owadays, asuccessful brand can be a determining factor in whether or not a business is successful .The process of branding in;ol;es creating and managing an identity for your brandthrough which a clear message is e>pressed. It is important that the ;alues and imagesassociated with the brand are clearly identified by the organi?ation, regularly Vchec:edWto determine whether they are (still rele;ant and consistently portrayed at e;ery touchpoint with the consumer. It is ;ital that the manufacturers J mar:eters of the brand

understand what the consumersW wants and needs are and that they are able to anticipatewhat they will be in the future. Smart organi?ations understand how important it is tocreate an emotional lin: between brands and consumers, and e;en form relationshipswith them, in order to create a situation of loyal consumers rather than 6ust satisfiedconsumers. The purpose of this research report is to perform a brand audit in order tomeasure the brand image of the !EST*E.

State'ent of the proble' / -rand awareness and perception of nestle= products

O%BE:T!=E O? ST-">

The pro6ect highlights the topic of 7 brand awareness and brand perception9 The mainpurpose of the study is to determine the brand image, perception, attitudes and beha;iorof the target audience with regard to the !EST*E P'"TS. This also denotes thepurchasing pattern of customers towards the brand. To find the relationship between thequality of the product and its brand name .The satisfaction le;el of the customers indifferent ways towards the branded products , can be studied through this pro6ect.To find,how far people are aware and attracted towards the brand name of nestle products. This

study helps to find the impact of the brand names among customers .

0


29/60

S:OPE O? ST-">

4any respondents were biased in their responses. The respondents were reluctant toanswer due to their busy schedule .The study was conducted under the assumption thatthe information gi;en by the respondents is authentic. The sur;ey was limited to %urgaon

due to the limitation of time.

%RAN" A;ARENESS

%rand awarenessis the e>tent to which abrandis recogni?ed by potential customers,

and is correctly associated with a particularproduct. E>pressed usually as a percentage of

the target mar:et, brand awareness is the primary goal of ad;ertisingin the early months

or years of aproductNs introduction.

-rand awareness is related to the functions of brand identities in consumersF memory and

can be reflected by how well the consumers can identify the brand under ;arious

conditions. -rand awareness includes brand recognition and brand recall performance.

-rand recognition refers to the ability of the consumers to correctly differentiate the

brand they pre;iously ha;e been e>posed to. This does not necessarily require that the

consumers identify the brand name. Instead, it often means that consumers can response

to a certain brand after ;iewing its ;isual pac:aging images. -rand recall refers to the

ability of the consumers to correctly generate and retrie;e the brand in their memory.

brand name that is well :nown to the great ma6ority of households is also called

a ho&sehold na'e.

!0PORTAN:E

-rand awareness plays a ma6or role in a consumerFs buying decisionBma:ing process.'uring this process, the category need is stimulated first. $or e>ample, you need to dofood shopping. +ou will only write down the food categories, li:e chocolate, instead ofbrand names on your list. +ou will scan the pac:ages of chocolate on the shelf andrecogni?e different brands. Such recognition might be based on the :nowledge of anacquaintance or friend ha;ing used the product in the past or constant ad;ertisement. Inthis situation, brand awareness does not require brand recall because brand awareness

03
http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing)http://en.wikipedia.org/wiki/Brandhttp://en.wikipedia.org/wiki/Customerhttp://en.wikipedia.org/wiki/Product_(business)http://en.wikipedia.org/wiki/Target_markethttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Product_life-cycle_management_(marketing)


30/60

may occur along with brand recognition. )owe;er, in other situations, brand recall isrequired. $or instance, you are in a hurry and want to grab a bite at a fastBfood restaurant.It is not possible for you to dri;e around and ma:e a decision. +ou need to retrie;edifferent fastBfood brands in your memory, choose one and go there directly. In thissituation, constant ad;ertisement is important in consumersF memory retrie;al because

the consumers are willing to go to the first brand that can be recalled.

:


31/60

more difficult to control. It is always filtered through the idiosyncrasies of the ;iewer and

the relationship the ;iewer has with the brand as well as other li:e brands. nd if you are

a company that offers products or ser;ices to others (and which ones donFt then

theperception of your target audience does matter. I understand that perception is realityno matter how strongly you may try to con;ince otherwise.

So, if $I&4 is considering a branding or reBbranding initiati;e, be sure to :eep the

4P Principle in mind

1. udience. 8ho would be the most interested in your product or ser;iceX

0. 4essage. 8hat message would resonate with your audience based on their

e>periencesXA. Platform. 8hat form of communication will they best respond toX PrintX 8ebX

Social 4ediaX

7Percei;ed quality9 is your customersF ;iew of the quality of a product or ser;ice both interms of what they e>pect and also in comparison with how they percei;e the quality ofcompeting offerings. That means 7percei;ed quality is defined as a measure of belief9.

So / if consumers belie;e you are the best, then you are. &egardless of the measures youmay put in place. &egardless of what the critics might say. #r the awards you may ha;e

recei;ed.$or those of us who belie;e in the power of intangibles, this ma:es complete sense onreflection but it also contrasts with how we probably belie;e quality should wor: / or telloursel;es it does wor:. 78hy canFt they see that our goods are betterX9 is a question I getas:ed a lot.Yuality doesnFt spea: for itself. It spea:s to each consumer in their own particular way,and the authors quote 'a;id a:er to e>plain why.

ccording to a:er, percei;ed quality is generated by each buyerFs perception of up tose;en elements. In e;aluating these quality elements, consumers literally ma:e up theirmind about whether what youFre saying matches the qualities theyFre seeing. Rust asimportantly, these elements are how they decide to choose your qualities o;er thequalities of others.

A1


32/60

:


33/60

RE=!E; O? L!TERAT-RE

clude them from our analysis.The research questions were important since they structured the problem that was tobe answered and made it easier to limit the scope of the dissertation. Thequestionnaire that washanded out reflected our research questions. This made itpossible to obser;e which product the students recogni?ed most and which productrecogni?ed the least. The conclusion of the dissertation was that all in;estigatedfactors had some importance for choice of brand, while quality had a greater effect onbrand choice than brand awareness. $urther, there was no difference in buyingbeha;iour between the cultures. $inally, it was not possible to state any difference inbuying beha;iour the first time compared to today.

Stephenn ;ebb7

-rand awareness and perception is important when trying to mar:et a product orser;ice into a new or already established mar:et. This studyWs focal point rests on theultimate questions9)ow does brand awareness and perception affects consumerpurchasingX9. The process in;ol;es a comprehensi;e understanding of the mostcurrent literature on mar:eting and mar:eting theories, as well as a thorough re;iewof three company rebranding case studies and a comparison between them all, and aninBdepth loo: at the design elements and features of branding and the brandingprocess. dditionally, inter;iews were underta:en, as well as compiling sur;ey datapertaining to each of four predetermined ob6ecti;e to bac: up there searched

literature. This research determines that brand design as a significant impact onconsumer purchasing. Ingrid Staisch, "ni;ersity of Stellenbosch The purpose of thisintroductory chapter is to introduce the reader to brands, as well asthe widelyresearched field of consumer beha;iour. The primary field of research with which thisstudy is concerned is V-randingW. )owe;er, the author felt it also necessary tointroduce the reader to some of the theories on consumer beha;iour due to the factthat there are many similarities between these closely related fields of research and

AA


34/60

that many concepts and theories in consumer beha;iour are used throughout thisresearch report.

Today the primary capital of many businesses is their brands. $or decades the ;alue of acompany was measured in terms of its real estate, then tangible assets, plants andequipments. )owe;er it has recently been recogni?ed that companyFs real ;alue liesoutside business itself, in the minds of potential buyers or consumers.

7 brand is both, tangible and intangible, practical and symbolic, ;isible and in;isibleunder conditions that are economically ;iable for the company9 ( Lapferer, 13C.-rands are built up by persistent difference e;er the long run. They can not be reduced6ust to a symbol on a product or a mere graphic and cosmetic e>ercise. brand is thesignature on a constantly renewed, creati;e process which yields ;arious products.Products are introduced, they li;e and disappear, but brands endure. The consistency ofthis creati;e action is what gi;es a brand its meaning, its content, and its charactersFcreating a brand requires time and identity.

The merican 4ar:eting ssociation defines the term Z-randF as 7 name, term, symbolor design, or a combination of them, which is intended to signify the goods or ser;ices ofone seller or group of sellers and to differentiate them from those of competitors.9 4oreimportantly, a brand promises rele;ant differentiated benefits. E;erything an organi?ationdoes, should be focused on enhancing deli;ery against its brandFs promise. ombining afew different definitions, a brand is the name and symbols that identify[ The source of arelationship with the consumer.[ The source of a promise to the consumert,he unique source of products and ser;ices[ The single concept that is created inside the mind of the prospect[ The sum total of each customerFs e>perience with the corporate

ccording to 0anohar "a.idof Philips ('irector and Senior ice President, PhilipsIndia *imited, 133C, a challenge lo;ing, ris: ta:ing -rand 4anager, who retired after aA1 year mar:eting career with Philips, and responsible for its brand success has to say@7In the 13DFs, products were made from the manufacturing, rather than thecustomerpoint of ;iew. -ut with the focus shifting to the consumer, mar:eting hasassumed a much larger role9.Significant parameters in brand building literature ha;e e>perienced a dramatic shift inthe last decade. -randing and the role of brands, as traditionally understood, ha;e beensub6ect to constant re;iew and redefinition. traditional definition of a typical brand was7the name, associated with one or more items in the product line, which is used toidentify the source of character of the item(s9 (Lotler, 0. The merican 4ar:eting

ssociationFs (4 definition of a brand is 7a name, term, sign, symbol, or design, or acombination of them, intended to identify the goods and ser;ices of one seller or group ofsellers and to differentiate them from those of competitors9. 8ithin this ;iew, whene;er amar:eter creates a new name, logo, or symbol for a new product, he or she has created abrand, (Leller, 0A.)e recogni?es, howe;er, that brands today are much more than that. s can be seen,according to these definitions brands had a simple and clear function as identifiers.-efore the shift in focus towards brands and the brand building process, brands were 6ust

A2


35/60

another step in the whole process of mar:eting to sell products. $or a long time, the brandhas been treated in an offBhand fashion as a part of the product, ("rde, 1333. -randing isa ma6or issue in product strategy (Lotler, 0. s the brand was only part of theproduct, the communication strategy wor:ed towards e>posing the brand and creating abrand image.

8ithin the traditional branding model, the goal was to build a brand image, (a:er andRoachimsthaler, 0@ a tactical element that dri;es shortBterm results. It is mentionedthat the brand is a sign/therefore e>ternalBwhose function is to disclose the hiddenqualities of aproduct which are inaccessible to contact (Lapferer, 133D. The brand ser;edto identify a product and to distinguish it from competition.In the 6ourney from productBcentric brands to customerBcentric brands, many consumercompanies ha;e loc:ed in on a transitional concept / segmentBspecific brands. 8hilebrand !i:e focuses on physically acti;e consumers, brand 'isney focuses on parentswith small children. This is a significant step in the right direction and it reflects growingawareness of the power of customers. brand differentiates a product in se;eral forms and it can be broadly di;ided into two

categoriesB The tangibles (rational, and the intangibles (emotional and symbolic. Eitherway, while the product performs its basic functions, the brand contributes to thedifferentiation of a product (Leller, 0A. These dimensions 7distinguish a brand fromits unbranded commodity counterpart and gi;es it equity which is the sum total ofconsumersF perceptions and feelings about the productFs attributes and how they perform,about the brand name and what it stands for, and about the company associated with thebrand9 (chenaum, 133A. strong brand pro;ides consumers multiple access pointstowards the brand by attracting them through both functional and emotional attributes(Leller, 0A. The tangible dimensions that a brand creates are product inno;ations, highqualities, andJor attracti;e prices etc. Those are often obser;able from the productFsmar:eting mi> and product performance (Leller, 0A.The intangible ;alues of a brand will include those that cannot be quantified. Theseintangibles go beyond the product le;el to become a synaptic process in the brain. Inother words, consumers will be able to respond to this particular brand without thepresence of the product (-edbury, 00. 4ore importantly, an intimate rapport may bede;eloped between the consumers and their brands (&oberts, 02@ $ournier, 133@4uni? and Schau, 05. The attributes of a branded product add ;alue for consumers,the intermediaries, and the manufacturers.The most significant contribution of a strong brand to consumers would be the reducedsearching time and cost when they are confronted with a set of identical products. It helpsconsumers to identify and locate a product with less information processing and decisiontime because of the e>pected quality from accumulated brand :nowledge (Pelsmac:er etal., 02. onsumers will be able to de;elop associations and assumptions throughbrand name, pac:age, label etc. strong brand also offers a high brand credibility it becomes a signal of the productquality and performance. This reduces the ris:s in;ol;ed in the purchase including thefunctional, physical, financial, social, psychological, and time ris:s (Swait and Erdem,02 @ Leller, 0A. onsumers do not only benefit from the functional ;alues of abrand, they also benefit from the emotional aspects. strong brand mi>es and blends theproduct performance and imagery to create a rich, deep, and complementary set of

A5


36/60

consumer responses towards the brand (Kamardino and %oodfellow, 0D. )enceconsumers are attracted to more dimensions of a brand and will be more li:ely toeffecti;ely bond with the brand. onsumers also use the brand as a means of self imagereflection, symbolic status, and an anchor in this fore;er changing world. $inally, a brandsmoothes consumersF communication process to others and enrich their e;eryday li;es

()olt, 02@ Leller 0A@ $ournier, 133

AC


37/60

:


38/60

RESEAR:< 0ETists at present. The methods of research utili?edin descripti;e research are sur;ey methods of all :inds, including comparati;e andcorrelation methods

A

#**ETI#! #$ 'T

D-EST!ONNA!RE RAN"O0 SA0PL!N@


39/60

(1 'T T+PE The two main types of data for present study ha;e been primary dataand secondary data.

PR!0AR>"ATA Primary data is collected in the form of questionnaire. Through

the questionnaire which consists of a number of questions printed in a definite order on aset of forms, the respondents were e>pected to read and understand the questions itself.The respondents need to answer the questions on their own and according to theirperception.

- SE:ON"AR> "ATA Secondary data consists of information that already e>ists.Somewhere , ha;ing been collected for specific purpose in the study. The secondary datafor this study was collected from ;arious boo:s, internet etc.

(0 POP-LAT!ON Population or uni;erse can be defined as the complete set of items,which are of interest in any particular situation. In case of population data is collected

from each and e;ery unit.

(A SA0PLE Sample denotes only a part of the uni;erse which is studied S4P*ESIKE Si?e of the sample means the number of sampling units selected from thepopulation for the in;estigation

S4P*E 4ET)#' The methodology adopted to collect the primary data wasinter;iew schedule, which includes a structured questionnaire to be gi;en to therespondents, the respondents would be guided by the inter;iewer to fill the questionnaireand direct obser;ation method was also adopted .

Y"ESTI#!!I&E The study relies to a great e>tent on primary data collected throughthe following questionnaire.

A3

'T

P&I4&+ 'T SE#!'&+ 'T


40/60


41/60

"ATA ANAL>S!S 6 !NTERPRETAT!ON

1 &espondents were approached to fill up the questionnaires , mostly students andwor:ing professionals ,to enquire about their awareness of nestle products , thesources from which they got to :now of these products, their price perception andalso to :now the reasons behind purchasing them.

4#*#@RAP< S


42/60

$rom the data collected through the questionnaire we may infer that 1D respondentsare go;ernment employees, 15 are self employed ,A are pri;ate employees < A arestudents.

4#( @EN"ER PROPORT!ON O? RESPON"ENTS

@ender respondents

4ale CC$emale A2

!nference

20


43/60

$rom the graph it is analysed that CC respodents are male and A2 are female.

4#3 !N:O0E LE=EL O? RESPON"ENTS

0ONT !N:O0E RESPON"ENTS

1LB0L A101LBAL 2C

A1L < -#E 0A

!nference

2A


44/60

$rom the graph ,it is noted that A1 respondents earn around 1,B0, rupeesper month,2C respondents earn around 01,BA, per month,0A respondentsearn A, and abo;e on monthly basis.

4#4 A;ARENESS O? NESTLE PRO"-:TS

A;ARENESS RESPON"ENTS

+ES 3!# 0

!nference

22


45/60

$rom the graph ,we may conclude that 3 respondents are aware of ;arious brandsof nestle while 0 respondents admitted ha;ing ne;er purchased any nestleproduct,being unaware of them.

4#,#REASONS %E

REASONS1%->!N@2 RESPON"ENTS

Y"*IT+ C5P&IE PL%I!% 2-&!' I4%E A1

!nference

$rom the graph ,we come to :now that C5 respondents buy nestle products because theyfind these products to be of ;ery good quality while none of the respondents is attracted

25


46/60

towards these products because of the price factor.2 people purchase nestle products asthey find their pac:aging to be ;ery attracti;e.

4##


47/60

4#G#PR!:E PER:EPT!ON O? :ONS-0ERS TO;AR"S

NESTLE PRO"-:TS

Price perception respondents

ostly AEconomical 1D

!nference

2D


48/60

$rom the piechart , we may conclude that A out of 1 respondents thin: that nestleproducts are relati;ely )I%)E& P&IE' T)! the substitutes while the rest 1D findnestle products to be economical.

4#H#:-STO0ERIS %->!N@ ?RED-EN:>

%&ying freJ&ency Respondents

&egular C0Sometimes 1Cery often 1#ccasionally 2

!nference

$rom the abo;e piechart , we can infer that C0 respondents buy nestle products on regularbasis,2 respondents buy these products occasionally.1C respondents admitted ha;ing

2


49/60

bought the products sometimes while the rest buy nestleF products ;ery often though notregularly.

4#5#RESPONSE O? :-STO0ES TO;AR"S %->!N@ NESTLE

PRO"-:TS !? PR!:E R!SES

Response to price rise Respondents

ontinue buying 0Yuit buying 1

!nference

23


50/60

$rom the abo;e graph ,we may conclude that 0 respondents will continue buying nestleproducts e;en if price rises while 1 people hinted of shifting on to substitutes in case ofprice hi:e.

4#*)# 0OST POP-LAR NESTLE PRO"-:TS

0ost pop&lar nestle prod&cts Respondents

4aggi noodles 5A

!escafe coffee 11

!estle :it:at 2

!estle mil: 10

!estle ghee 0

5


51/60

!nference

$rom the abo;e graph we may conclude that nestle= maggi is the most poular productamong the respondents as 5A respondents called it their fa;ourite product.

4#**# Are nestle prod&cts easily a.ailableF

Easy a.ailibiity respondents

+es 1

!o

!nference

51


52/60

$rom the abo;e graph,we may interpret that all the respondents support the opinion thatnestle products are easily a;ailable at their nearby stores while none of the respondentsopposed this opinion.

4#*(# Awareness of nestle as a co'pany

Awareness of nestle as co'pany Respondents

+es 1!o

!nference

50


53/60

$rom the abo;e graph,we may conclude that name of nestle as a company is well :nownas none of the respondents said that they donFt :now about nestle and the type of productspro;ided by the company.

:


54/60

?!N"!N@S 6 RE:O00EN"AT!ON

$or the ethnic group with respect to the nestle brand, through meeting the desires, socialand selfBe>pressi;e needs of the this group more accurately. -y identifying what it is thatthis segment ;alues the most in personal care products, the brand can ad6ust its ;alueproposition accordingly in order to increase its mar:et share. -y pro;iding a superior;alue proposition, and meeting the problems, desires and needs of the consumer moreappropriately, the brand can head towards enhancing and impro;ing the customer

satisfaction and loyalty metrics. The sur;ey did gi;e an indication that the respondents;alued functional and emotional benefits the most when using nestle products, but it isimportant for the organi?ation to :eep in mind that in this industry, functional benefits are;ery easily imitated.

The organi?ation has a more endurable, and sustainable competiti;e ad;antage when theyconsider their brand from a product perspecti;e, an organi?ation perspecti;e, a personperspecti;e, as well as from a symbolic perspecti;e. 8hen the brand only fi>ates on theproduct at hand, they are ;ery susceptible to imitation. #nly by ;iewing the brand fromthe other three perspecti;es is the brand able to deri;e a more durable and sustainable;alue proposition. The analysis suggests that focus of nestle is on de;eloping brand

strategies concerned with being able effecti;ely to impro;e the satisfaction of emotionalneeds on the part of the population in question. Solid and enduring brand relationshipsare important de;elopments in this regard, and a manner in which this can be achie;ed isby encouraging loyalty (considered a brand asset towards the brand by using tools suchas incenti;e programmes for the consumer.

Through creating a loyal consumer base there is more of a guarantee of future sales andprofits, which in turn contributes to positi;e brand equity ,Incenti;es, or frequentBpurchasing programmes, are 6ust some of the ways in which nestle can impro;e thepreference for and loyalty towards the brand, which in turn would discourage brandswitching.The ;arious tests conducted on the data obtained from the implementation of

the questionnaire allowed the author to understand the ;arious dri;ers for purchasingpersonal care products.

Through the report , we could identify that a high le;el of brand awareness is animportant dri;er with regard to influencing purchasing beha;iour. few analyses withregards to the desirability for the brand indicated that there was a difference in the le;elsof desire according to ethnicity. It was shown that the ethnic group which had the most

52


55/60

desire for the brand also displayed the most positi;e beha;iour with regard to purchases(beha;iour.

$urther tests were performed which ga;e a clear indication that it is possible to see theeffect that a fa;ourable perception J attitude of the corporate J product brand has oninfluencing beha;ioural intention and ultimately the end beha;iour (purchases. In termsof identifying whether or not the current ;alue proposition of nestle is suited to the targetaudience, the o;erall impression of the author is that it would be a strategically importantmo;e if nestle were to try to de;elop a stronger emotional bond with their targetaudience, a well as to find ways in which to VsellW to the consumer unique selfBe>pressi;e benefits which can be gained when using nestle branded products. The sur;eyalso re;ealed that the wea:ly tapped mar:et could be a ;aluable additional income streamfor nestle if they were to de;elop actions to enhance the brand imagery that this groupassociates with the nestle positi;ely. These actions should lead to longBterm strategic andmar:etBrelated benefits (e.g. mar:et share for nestle within the target audience of thisstudy.

55


56/60

:ON:L-S!ON

$rom this study we can come to conclusion that high le;el of brand awareness is animportant dri;er with regard to influencing purchasing beha;iour.

4a6ority of the customers belie;e that the branded products will always ha;e a goodquality, the opinion about the branded products will always be positi;e among thecustomers. This research clearly re;eals that branded products are always status related

and enhances the sales of the products. !EST*E has to de;elop actions to enhance thebrand imagery that this group associates with the !EST*E brand positi;ely. Theseactions should lead to longBterm strategic and mar:etBrelated benefits (e.g. mar:et sharefor !EST*E within the target audience of this study.

lthough !estle has well established brand names globally, catering to the needs of themiddle as well as high income groups but some of its products ha;e failed to ma:e amar: li:e nestle Supligen and 'rumstic:.8hile some of itFs brands ha;e become ahousehold name such as nestle ghee < mil:, products li:e :it:at are facing toughcompetition from dairymil: chocolates. 4any companies ha;e launched e>act replicas of7maggi noodles9,the most sought after product of nestle.

In light of ll the abo;e factors, it is ad;isable for nestle to impro;e its mar:etingstarategy to :eep going < still further impro;e its present brand image so as to ma:e thetarget consumers associate more positi;ely with the ;arious brands offered by the gianttransnational company.

In the modern era of cut throat competition where inno;ati;e and cheaper substitutes ofalmost e;ery product are being launched by ;arious companies e;ery day it isindispensable to conduct research in the mar:et on regular inter;als and :eep a close eyeon the strategies adopted by the the other companies to maintain < still further impro;ethe perception of the target consumers towards their products and spread more awarenessabout ;arious brands that they ha;e launched in the mar:et.

5C


57/60

%!%L!O@RAP

Some of the website and maga?ines referred by me to complete this pro6ect,

%oo8s 6 jo&rnals

-usiness Today -oo:sB4ar:eting &esearch B %. -eri

4ar:eting 4anagementB Philip Lotler

4ar:eting 4anagementB .S &amaswamy < S. !ama:umariI.

4aga?inesBompanies -rochures < 4anuals.4aga?ines #;erdri;e

;ebsites

www.nestle.in,

www.questionpro.com

www.enaraldinsight.com www.sage.pup.in

5D
http://www.nestle.in/http://www.questionpro.com/http://www.enaraldinsight.com/http://www.sage.pup.in/http://www.nestle.in/http://www.questionpro.com/http://www.enaraldinsight.com/http://www.sage.pup.in/


58/60

ANNE-RE

D&estionnaire

%RAN" PER:EPT!ON 6 A;ARENESS

. I request you to :indly help me by filling this questionnaire

1. !ame

0. ge

A. %ender

2. #ccupation %o;ernmentJ Pri;ateJ student Jothers

5. Income le;el

( &s.1B0

(- &s.01BA

(&s.A bo;e

C. re you aware of !EST*E,

( +es

(- !o

D. If yes, are you aware of ;arious products of !EST*EX

( +es

(- !o

5


59/60

. 8hat ma:es you to buy !EST*E P'"TS,

(Price

(- Yuality

( Pac:aging

('-rand image

3 )ow do you :now about !EST*EX

( d;ertisement

(-$riends

( Internet

(' #thers

1. 'o you thin: nestle Products are costly X

(a+es

(b no

11. )ow frequently you purchase !EST*E productsX

(ery often

(- &egular(Sometimes

(' #ccasionally

10. 8ho is the Indian ambassador of !EST*EX \\\\\\.......

1A 8ould you continue to buy !EST*E products e;en if price risesX

(+es

(-!o12. 8hich is your fa;ourite nestle productX

15. re nestle products easily a;ailableX

.+es

-.!o

53


60/60

15. $ew lines about !EST*E\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\

\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\\.

Documents

Summer Training Report Madhumita 12049