Sri Krishna College: Nestle Product Marketing Mix Analysis Report

This report presents a study on the marketing mix of Nestle products, analyzing consumer behavior, satisfaction, and preferences in Coimbatore city. The research involved a survey of 150 student respondents, utilizing percentage and Chi-Square analysis to examine factors influencing consumer decisions, advertisement effectiveness, and overall product satisfaction. The study explores various aspects of Nestle's marketing mix, including product, price, place, and promotion strategies. The findings reveal insights into consumer demographics, purchasing habits, brand perceptions, and the effectiveness of different marketing channels. The report offers valuable suggestions for improving Nestle's marketing strategies, such as increasing advertisement through electronic media, focusing on consumer preferences, and enhancing customer satisfaction levels.

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A Study on Marketing Mix of Nestle Product
Ms.V.Nagarathinam1, S.Dhanvarshini2, A.Izas Ahamed3, S.Ajith4, P.Yuvaraj5
1. Assistant professor Department of Commerce Business Application at Sri Krishna Arts and Science College
Coimbatore.
2.MIB Student Sri Krishna Arts and Science college Coimbatore
3.MIB Student Sri Krishna Arts and Science college Coimbatore
4.MIB Student Sri Krishna Arts and Science college Coimbatore
5.MIB Student Sri Krishna Arts and Science college Coimbatore
Mailid; [e-mail], [e-mail], [e-mail],
[e-mail],5 [e-mail]
Abstract
This study is related to the integration of Nestle product marketing. Nestle Company is a health, nutrition and wellness company
that provides, manufactures and manufactures ready to-use dishes and cooking utensils, medicines and eyewear, dairy products
and baby food. The company operates in six regions including zone America, zone Oceania, zone Africa and Asia. Nestle was built in
1866 by Henry Nestle and is headquartered in Switzerland. With the hiring of various business strategies and the launch of a new
product line, nestle incentives to employ approximately 339,000 employees working in all regions around the world.
The purpose of this study is to identify the factors that lead a customer to choose Nestle products. Buyers of a nestle product refer
to a level of happiness or dissatisfaction with product and product. A sample size of 150 student respondents was taken. The main
purpose of the study was to study consumer behavior in relation to Nestle product, factors that influence consumer decision, ad
performance level and consumer satisfaction in relation to nestle products. Research results are analyzed using percentage analysis
and Chi - Square analysis. In this study, a simple random measurement method was used. This paper is the result of a study
conducted in Coimbatore city and is based on information provided to respondents with questions. I hope this project will be of
great help to those who have understood constructive and healthy suggestions for improving Nestle Product.
Keywords: consumer behavior, consumer satisfaction, consumer preference, marketing mix
Introduction
Nestlé changed into based in 1866 by Henri Nestlé and is nowadays the sector's biggest food and beverage
enterprise. sales at the stop of 2005 were CHF ninety-one b n, with a net earnings of CHF eight bn. Nestlé
employ round 250,000 people from more than 70 countries and have factories or operations in almost each
united states of america in the world. The chronicle of Nestlé started out in Switzerland in 1867 whilst
Henri Nestlé, the pharmacist, released his product Farine Lactée Nestlé, a nutritious gruel for youngsters.
Henri used his surname, because of this ’little nest’, in both the enterprise call and the logotype. The nest,
which symbolizes security, family and nourishment, nonetheless performs a central function in Nestlé’s
profile. since it commenced over a hundred thirty years ago, Nestlé’s achievement with product
innovations and commercial enterprise acquisitions has grown to become it into the largest meals
enterprise in the international. because the years have handed, the Nestlé circle of relatives has grown to
consist of goodies, soups, espresso, cereals, frozen merchandise, yoghurts, mineral water and different
meals products. beginning within the 70s, Nestlé has persevered to expand its product portfolio to consist
of pet meals, pharmaceutical products and cosmetics too.
today, Nestlé markets a brilliant quantity of products, all with one component in common: the excessive
exceptional for which Nestlé has emerge as renowned at some stage in the sector The organization's
approach is guided through several essential concepts. Nestlé's present merchandise grow via innovation
and maintenance whilst retaining a stability in geographic sports and product traces. lengthy-term potential
is in no way sacrificed for brief-time period performance. The employer's precedence is to bring the great
and maximum relevant merchandise to human beings, anywhere they may be, something their wishes, in

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the course of their lives. taste of Nestlé in every of the countries where Nestlé sell merchandise. Nestlé is
based totally on the principle of decentralization, which means each country is responsible for the efficient
jogging of its enterprise - such as the recruitment of its team of workers. 'Centralize what you need to,
decentralize what you may'. Nestlé is a enterprise that's found in everywhere in the international but It has
distinction and specific motto to deal in everywhere in the global. Nestlé believes that they have to
consider their organizations globally but they address human beings via interacting with them locally.
“Questioning globally - performing domestically”
Literature review:
1.Paul Rozin (1991) examined that Chocolate is the most craved meals amongst women, and is craved by
way of nearly 1/2 of the woman pattern (in both age corporations). even though this craving is related to a
candy yearning, it can't be accounted for as a longing for sweets. about half of the woman cravers display a
very properly-defined yearning top for chocolate within the premenstrual duration, starting from a few
days earlier than the onset of menses and extending into the primary few days of menses. There isn't
always a big relation in chocolate craving or liking between mother and father and their children.
2.Sarah Hagget (1994) examined that a debatable, authorities endorsed marketing campaign to tackle
obesity by using encouraging children to trade chocolate bar wrappers for sports activities gadget. An
employer like Cadbury is capable of handing over 12 million messages into the marketplace and attractive
younger humans in superb talk. underneath the scheme, college-kids get “unfastened” device after they
collect tokens from Cadbury chocolate bars. it's been calculated those kids want to acquire tokens from
5440 chocolate bars for a internet and set of volleyball posts.
3.Lipp (1998) probed that his work opinions the literature on the compositional data of vegetable fat used
or proposed as options to cocoa butter in chocolate and confectionery merchandise. Cocoa butter is the
simplest continuous phase in chocolate, for this reason responsible for the dispersion of all different
components and for the physical behavior of chocolate. unique to cocoa butter is its brittleness at room
temperature and its short and whole melting at body temperature. There had been, and are, robust efforts
to update cocoa butter in part for chocolate production for technological and monetary motives.
4.Philip K. Wilson (1999) examined that in 1753, the mentioned oncologist, Carl Linnaeus, named it
Theobroma cacao, the food of the Gods. and a half of centuries later, Joanne Harris emphasized this
extraordinaries’ erotic sensations in her award-prevailing fiction debut, Chocolate. For millennia, healers
have touted its myriad medicinal, yet mystical, capabilities. via the 1950s, chocolate, what had long been
used as a drug, a meal and as a supply of currency, changed into being advertised simply as a pleasure-
stuffed snack. Over the next 1/2 century, the yearning to carve out chocolate’s wholesome, medicinal
characteristics resurged.
5.Jan Wollgast (2000) examined that Cocoa beans are rich in polyphenols, especially catechins and
proanthocyanins. but, a pointy lower in amount happens at some stage in fermentation and drying of cocoa
beans and in addition retention has been said in the course of roasting. Characterization and mainly
quantification of polyphenols in chocolate has most effective been evolved distinctly these days. This work
opinions similarly on the literature at the to be had methodology for analysis, quantification, isolation,
purification, and shape elucidation of polyphenols in cocoa additives and different commodities.
6. “Indian Food and Beverages Forecast” published by RNCOS (2007) A series of recent studies has
indicated that, India’s meals –processing area has passed through full-size adjustments over the last six to
seven years. the kind, range, high-quality and presentation of products have all advanced, mainly because
of monetary liberation. The file augurs that the Indian meals processing industry would witness a CAGR

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growth of 15% for the length spanning from 2007 to 2011. many countries are increasingly more eying
upon India for food. currently, India has determined to export 6000 metric tons of rice to Sri Lanka.
Objectives:
 To study the consumer behaviors towards the product of Nestle.
 To analyse the factors influencing the buyer decision of the consumers.
 To establish the level of effectiveness of the advertisement.
 To study the level of satisfaction towards the nestle products.
Sample area, size and design:
In this article the simple random Sampling Method has been Used. Both the primary and secondary data
has been Collected for the study. The research had taken 150 Respondents. Percentage analysis has been
used to express the relative frequency of survey responses and other data; Chi square analysis has been
used to investigate whether distributions of categorical variables differ from one another, The Marketing
mix of Nestle has been derived to address the products, price, place and promotions of Nestle.
Table 1: Percentage Analysis
PERCENTAGE
ANALYSIS
GROUP FREQUENCY PERCENTAGE
Gender Male 65 43.3
Female 85 56.7
Age group of the
Respondent
(Years)
0-15 4 2.7
16-25 144 96
26-35 0 0.00
Above 35 2 1.3
Occupation SSLC 4 2.7
HSC 3 2
UG 128 85.3
PG 10 6.7
Self Employed 3 2
Others 2 1.3
Marital Status Married 3 2
Unmarried 147 98
Monthly Income Below 15000 107 71.3
15000-30000 20 13.3
30000-40000 13 8.7
Above 50000 10 6.7
Location Urban 105 70
Semi Urban 22 14.7
Rural 23 15.3
Preferred Product Health Care Product 88 58.7
Skin Care 48 32
Pet Care 11 7.3
Others 3 2
Like Nestle Products Yes, Very Much 75 50

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Yes, somewhat 66 44
No, Rather Not 2 1.3
No, Not at All 7 4.7
Reason for Purchase Quality 123 82
Price 13 8.7
Image 13 8.7
Others 1 0.6
Influence to Buy
Nestle Products
Newspaper 12 8
Television 132 88
Magazine 6 4
Frequency of
Purchase
Monthly 85 56.7
Quarterly 36 24
Half Yearly 17 11.3
Yearly 12 8
Usage of Nestle
Product
0-6 Months 32 21.3
6 Months – 1 Year 23 15.3
1-2 Years 16 10.7
More than 2 Years 79 52.7
Continue to use
Nestle Product
Strongly Agree 42 28
Agree 71 47.3
Neutral 34 22.7
Disagree 3 2
Strongly Disagree 0 0.00
Purchase of Product
Again
Definitely 69 46
Probably 64 42.7
Might Not 3 2
Not Sure 14 9.3
Price of the Nestle
Products
Very Reasonable 14 9.3
Reasonable 95 63.3
Average 38 25.4
High 3 2
Recommendation of
Products
Definitely 58 38.7
Probably 65 43.3
Might Not 20 13.3
Not Sure 7 4.7
Nestle Products
Compared with
other Competitors
Much Better 32 21.3
Better 95 63.3
Same 22 14.7
Worse 1 0.7
Sub Brand Prefer
More
Nescafe 27 18
Maggie 45 30
Chocolate 59 39.3
Milkmaid 19 12.7
How Many Brands 1-5 89 59.3

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they know 6-10 42 28
11-20 13 8.7
More than 20 6 4
Purchase Nestle
Product
Departmental Store 104 69.3
Grocery Shop 39 26
Online Purchase 7 4.7
Others 0 0
Satisfaction With
Nestle Product
Very Satisfied 41 27.3
Satisfied 75 50
Neutral 31 20.7
Dissatisfied 2 1.3
Very Dissatisfied 1 0.7
Table 2 – Chi Square Analysis
Category Level of
significance
Degree of
Freedom
Calculated
Value
Chi
Square
Value
Test
Solution
Age/Advertisement 0.05 9 0.508 16.92 H1
(Alternate
Hypothesis)
Gender/Recommendation 0.05 3 2.179 7.82 H1
(Alternate
Hypothesis)
Suggessions:
 Advertisement through electronic media should be increased.
 Only few people prefer nestle products for its entire product. So, the company should give
preference to the consumers.
 The company should present the products in the manner that attracts the customers.
 Satisfaction level of the customers should be higher than the present scenario.
 Products can be advertised more in rural areas.
 Innovative methodology should be used in production.
 Price of the product can be reduced.
 The product can be presented in the market with an offer to attract the customer. Focuses on
customers are needed.
Conclusion:
From the results it was observed that few of the respondents were neither dissatisfied nor highly
dissatisfied towards few aspects, Flavors in the product, packing of the product, Life of the product,
Advertisement for the products. Few respondents feel that the varieties of Nestle products were loss when
compared to other products in the markets. Packing of the products were a major concern which may get
exposed during the time of care of self- life is another concern where few customers complained that the
product in different colors and the company may give more importance. They may be given based on flavor
of the product, different colors in packing and advertisements which may attract more customers towards
Nestle products which may turn as a word of mouth for the product. It is concluded that almost all the

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respondents have revealed that they have overall satisfaction for the nestle product. This shall be
maintained by overcoming few problems which reveals the negative aspects that required to be reified by
the product by implementing measures to achieve greater heights in the future. Hence, nestle should
create more awareness about its products to the people, and also nestle should provide discounts and
offers to increase the sales and also sales methodology should be improved. Nestle is just not an FMCG line
but a desire and a passion to give a value for money product to consumers at large. In this research, we
have only focused on indigenous marketing mix of nestle products, in future, other kind of nestle products
can also be taken into consideration
References
Kothari C. R., Research Methodology- Methods and techniques, Second Edition, New Delhi; Wishwa
Prakashan, 2007
Dhilip Kotler, Marketing Management, Text Edition, New Delhi; Prentice Hall India, 1999
Ramaswamy V.S., and S. Namakumar, Marketing Management, Mac Milan publishing Co. Ltd., II Edition,
1995
Rajan Saxena, Marketing Management, Tata Mc Graw Hill Publishing Co. Ltd. Third Edition.
Sharma D.p., Marketing research- sultan Chand and Sons Publishing, 1997
Helmut Maucher, French translation by Monique Thiollet, Maxima Ed., Paris, 1995
Jasdeer sing Kandhari, study of consumer preference towards nestle chocolate 2008.
Author’s profile:
FIRST AUTHOR: Ms.V.Nagarathinam, M.Com., MBA., M.Phil., PGDCA.,
Assistant professor Department of commerce Business Application at Sri Krishna Arts and Science College,
Coimbatore.