Marketing Research for Nescafe Max Coffee

MARKETING RESEARCH 1
Marketing Research

MARKETING RESEARCH 2
Table of Contents
Overview of Product/Brand...................................................................................................................3
Identify and Clarify Information Needs.................................................................................................3
Statement of Decision Maker’s Purpose................................................................................................4
Define Research Questions....................................................................................................................4
Specify Research Objectives.................................................................................................................4
Confirm the Information Value.............................................................................................................4
Research Design....................................................................................................................................5
Method of Administration.....................................................................................................................6
Data Collection Form............................................................................................................................7
Sampling Technique..............................................................................................................................9
Ethical Considerations...........................................................................................................................9
Potential Limitations...........................................................................................................................10
References...........................................................................................................................................12
Appendix.............................................................................................................................................15

MARKETING RESEARCH 3
Overview of Product/Brand
Nescafe is a brand of coffee that is made by Nestle. It can be in different forms. Nescafe has
invented extra strength as well as the instant coffee brand that is called “Nescafe Max” and
creates positioning to be stronger tasting as compared to competing brands. It is assessed that
initial customer’s response was positive but, in current times, sales for the product have been
declining. The maximum company is addressing the marketing research company for
collecting the data regarding how to enhance the product (Kristal, Baumgarth, Behnke, &
Henseler, 2016).
Identify and Clarify Information Needs
The aim of this investigation is to address the marketing research companies for collecting
data regarding how to enhance the product.
Symptom: Declining sales
Underlying Cause: The maximum company is failed for innovating and keeping up with the
existing trends.
Investigation of existing trend in the FMCG market and customer’s preferences are
significant for supporting the Maximum Company to influence the customers towards their
products. An effective method for improving the product is to comprehend the offers of
competitors and getting reviews of customers on this product. The maximum company can
implement customer research to assess the tastes and preferences of customers together to
assess the expectations of products that they want. These are different factors that the
Maximum Company can use in their investigation (Jarman, Luna-Reyes, & Zhang, 2016).
Therefore, consumers are an essential part of improving the product of the Maximum
Company.

MARKETING RESEARCH 4
Statement of Decision Maker’s Purpose
Should the Maximum Company launch more unique products and improve the product for
boosting the revenues and sustaining in the existing trends?
Define Research Questions
 What could be customer’s opinion regarding the Nescafe Max?
 What other features can the Maximum Company execute for attracting existing and
new customers for maintaining trends?
 How will customers react towards modified Nescafe Max products?
Specify Research Objectives
 To determine the tastes and preference of consumers with regards to Nescafe Max’s
product in the past
 To assess the key causes of failure of Nescafe Max that result in declining sales of the
Maximum Company
 To contrast Nescafe Max product with products in the existing market
 To address the opinion of customers in current products of Nescafe Max so that the
maximum company can influence new and current customers
Confirm the Information Value
The maximum company can get more data related to Nescafe Max by conducting research on
customer’s opinion on existing products. It helps to further enhance and innovates the
Nescafe Max. In addition, gathered information with respect to existing trends as well as
tastes and preferences will support the Maximum Company to more focus on research and
development and attain the particular goals (Zou, 2016). It would support the Maximum
Company for utilizing its resources in an adequate way. Existing trends will allow the
Maximum Company to emphasize the area required for innovation. In addition, taste and
preferences will permit the Maximum Company to modify their products according to the