Re-positioning of everyday tea whitener and renovation of Nestle segmentation and targeting

Abstract

Companies can attract the various parts of society, whether corporate and individuals, toward their products and services and thus, contribute to the development of business as an economic action. The companies may accrue advantage in their business apprehensions in terms of returns which generated the need to withstand the process. This process ensure the organizations that they could extend and attract more profit on the other hand, promising steadiness, strength, continuity and growth to their businesses. The study is concerned about finding Nestle product knowledge that prevails among customers in the market along with studying the impact of positioning strategies. The rationale of my project is to find how dairy product related variables along with producer company marketing practices that creates and develops the satisfaction level of customers. The initial requirements for any business is to find out the knowledge and impression that exist among its existing and prospective customers have about its product, service, or company. This situation needs a systematic research or objective investigation, not daydream. A company must come to know about the existing perceptions as they are extremely important as they create the customer and it is not easy for any business to change minds. A company needs first to create position about its products and services customer minds and make an easy availability possible to them so that customers generate a favorable image about the product. Whenever, a company takes all above steps to satisfy its customers with its offerings and then develop loyalty among them. As the number of loyal and satisfied customers increase of a company, the chances of obtaining an increased market share improves and a company begins to gain a position distinctive relative to competitors. Questionnaires have been used to collect data among the current and perspective customers and obtain their opinion about the dairy products. The study was conducted among the dairy product user in Islamabad. The target population was university students and I selected a random sample of 120 students. The data collected was analyzed using percentages. The positioning of Nestle Company and that of Every day were inducted from results drawn. The sample study hows the result that Nestle brand image has been deteriorated due to new entrants in the market. There is a perception of high prices been charged by the Nestle Company but at the same time it has the privilege of high quality perception. However, there is a need of changing its perception of price quality relation that it currently has in the market. This is the way Nestle can retain back its positioning in the market as a leader and leverage its position that held back to history.