Sergio Cerbone
Company: Nestle
Product: New organic Soda
FIRM OBJECTIVE
Nestle is the largest food company in the world, present in all five continents. At Nestle, they believe that research can help them to make better food so that people live a better life. Good food is the primary source of good health, so their mission is to provide fresh and quality products to the customers. The company wants to expand the offer of its products and the hypothesis (direct perception) is that there is a market potential in San Francisco for organic soda. It follows that the objective of the market research is to confront the hypothesis with data collected from the selected market and validate or not the assumptions. The Nestle’s office located
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25 percent of all drinks consumed in the United States is actually a soda . But what are the diseases linked to Soda’s consumption? Extra pounds, Tooth decay, Diabetes, Heartburn & acid reflux are serious issues if we think about the large consumptions of Soda in the US. Can Nestle, leverage from its advanced R&D and production of healthy food and come out with a Soda that avoids or reduces the diseases previously described? The challenge, launching a new life of product, would be for Nestle to build brand association with soda. But the past has proved the company to be successful in branding’s …show more content…
In our case I would start from The Thirsty Bear http://thirstybear.com/ a certified organic craft brewery and https://www.meetup.com/organichealth/ a popular Meetup for organic foodies enthusiast. In the two described groups we will submit interviews/questionnaires as well as serving sample of our soda.
DATA ANALYSIS
In order to see if there is any connection between socio-demographic characteristics and related behavior, we will divide the questionnaire into two groups: Organic buyers vs Organic non-buyers consumers, and consider genders, age, education level, and income.
SEGMENTATION