Nestle India Marketing Strategy to Attain and Retain Customers in Indian Market

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ACKNOWLEDGEMENT

I would take this opportunity to thank my research supervisor, family and friends for their support and guidance without which this research would not have been possible.

DECLARATION

I [type your full first names and surname here], declare that the contents of this dissertation/thesis represent my own unaided work, and that the dissertation/thesis has not previously been submitted for academic examination towards any qualification. Furthermore, it represents my own opinions and not necessarily those of the University.

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ABSTRACT

In this study, the marketing strategies of nestle company are being discussed and analyzed. In this research study the mixed methodology is being used to find out how the company has retained and attained its customer and how the company has become a market leader in India. The interviews, questionnaires and different secondary resources are being used in this research study.

TABLE OF CONTENTS

ACKNOWLEDGEMENTII

DECLARATIONIII

ABSTRACTIV

CHAPTER 3: METHODOLOGY1

Research Design1

Research Method and Design Appropriateness1

Mixed Methodology2

Secondary Research Methods2

Primary Research Methods3

Quantitative and Qualitative Research Methods4

Target Population and Sample Size6

Geographic Location7

Data Analysis7

Literature Search7

Reliability of Sources8

Research Validity9

Research Ethics10

Informed Consent10

Confidentiality11

Keywords Used13

CHAPTER 4: DISCUSSION AND ANALYSIS14

Data Analysis14

Data from Literature Review14

Importance of marketing for nestle15

Nestle Marketing Mix15

Products15

Price16

Promotion17

Placement20

Marketing Strategy of Nestle20

Effective Merchandising as a Means of Increasing Sales20

Nestle as a Market Leader22

SWOT Analysis of Nestle India24

Strengths25

Weakness26

Threats26

Opportunities26

Market segmentation and Target Market26

Interview Questions27

Retailers27

Management28

Interpretation of Questionnaire28

Discussion33

Discussion on Consumers' Answers33

Discussion on Retailers' Answers36

Discussion on Management Responses39

CONCLUSION42

REFERENCES49

APPENDIX54

CHAPTER 3: METHODOLOGY

Research Design

In order to attain the most appropriate result, the researcher has to employ the suitable research method in the research study. Research methodology is a documented process for the management of projects that contain procedures, definitions & explanations of techniques used to collect, analyze, store & present the information as a part of research process (Holtzman, 1997, 160). For this research study, the mixed methodology research methods were used. In the mixed methodology, the primary and secondary methods of research were used, as well as, the qualitative and quantitative research methods were also used.

Research Method and Design Appropriateness

Research methods comprise qualitative, quantitative, and mixed method approaches. Researchers choose study designs that facilitate data gathering and analysis relevant to a problem of interest (Denzin, 2005, 75). Whereas quantitative designs enable researchers to examine variable-variable relationships, a qualitative inquiry is an effective means by which researchers gain insight into contextual factors specific to a central phenomenon.

Mixed Methodology

In the mixed methodology that was used in this research study included primary secondary methods and qualitative and quantitative research methods. The reason for choosing the mixed methodology methods were because of the following advantages and disadvantages.

Secondary Research Methods

The secondary source of data includes relevant literature, periodicals & journal articles in the areas of marketing, marking strategy & consumer behaviour. In this research study, it provided the information regarding the company, its marketing strategies & relevant data required to complete this research. In this research study the data collected from the secondary research methods extracted from numerous sources. These sources were online libraries, peer review journals, and marketing articles, official website of ...