Post on 07-Jan-2017
NUTELLA
RESEARCH PROJECTMARKETING
RESEARCH
INTRODUCTION
● CREATED IN 1964
● FERRERO GROUP
● IN 194 COUNTRIES
● 1998 in SPAIN
HYPOTHESIS
SHOULD NUTELLA CREATE NEW PRODUCTS?
● NUTELLA STEVIA
● NUTELLA DUO
● NUTELLA FLAVOURS/FRUITS
● NEW PACKAGING
·
#
INFORMATION NEEDSWOULD CONSUMERS BUY NEW PRODUCTS?
Example of research questions:
- Which is our customer's age?
- Which relatives are the consumers of Nutella in the family of the buyer?
- How did they discover the product?
- How do they eat Nutella?
FOCUS GROUP
FOCUS GROUP 1: Tecnocampus’ students ……………………...White / Packaging
FOCUS GROUP 2: Tecnocampus’ students………………………….…White / Oreo
FOCUS GROUP 3: Adults……………………………………………………….Stevia
SAMPLING FRAMEPEOPLE BETWEEN 16 AND 55 YEARS OLD
16-2526-3536-4546-55
Sub-groups
SAMPLING TECHNIQUE
SIMPLE RANDOM SAMPLING → Cluster sampling
SAMPLING SIZE
The whole number of people who answered our questionnaire:
349 RESPONDENTS
QUESTIONNAIRE
SURVEY RESULTS Do you eat Nutella? What is
your favorite cream?
SURVEY RESULTS Nutella should create new products? Which of these products would you buy?
SURVEY RESULTS Which of the following varietes would you buy?
TRUE LOVE
Maria Planas SitjàSandra Juan MorenoMarta Jarque Liñán
Cristina Mas Leszkiewicz
THANK YOU