Brazil's middle-class population has exploded in the last decade and today nearly half of Brazil's population is classified as middle class. With wallets full, Brazilians are dining out more than ever. To understand how this growth affects the food service industry, Nestlé Brazil proposed a mass-ethnographic and MROC project BrainJuicer to better understand the Brazilian middle-class market. This project will provide better understanding of the needs of this emerging consumer market and the development of products tailored for their specific needs and expectations, which is crucial to take advantage of the opportunities in this rapidly changing market.
Based on a real-life case study, this paper demonstrates an approach combining online research with several other data sources to address a client business issue. The frame includes an online survey, qualitative research, retail panel data and consumer panel data to deliver strategic brand management consultancy. It evaluates how consumers make decisions and their brand equity and shopping style within market category dynamics to provide a holistic solution to growth opportunities. As the findings have already been implemented, the impact of recommendations from this approach will be assessed.
Companies are investing in it, consumers demanding it, pundits applauding it . . . but what does Corporate Social Responsibility (CSR) really mean: to consumers as opposed to shareholders? Does it encompass fair pay to women? Reducing the carbon footprint? Purchasing inputs locally? Donating to charitable causes? Treating business partners fairly? How much do consumers really care? Even though Corporate Social Responsibility has existed for decades within some corporations, the answers are relevant to businesses across product categories to avoid wrath and create competitive advantage in a world becoming more transparent. If consumers care about CSR, then companies need to have ways to address their social responsibility. This presentation outlines some key consumer driven issues from original fieldwork conducted in the US, UK and Germany in partnership with Nestle and Research Now.
The purpose of this presentation is to show how Nestle; is facing the challenges of entering the Latam market successfully and how it is providing guidance for a global strategic brand development with a local solution in the arena of the Employer Branding;. Actually, companies are making use of marketing techniques that have worked successfully with consumers and are applying them to engage employees. This case study shows the difficulties that exist when looking for a local solution, across the Nestle Austral American Region, keeping the identity of the employment market of each country and the value of the global proposal. Moreover, it is remarkable to know how a global company could capitalize on branding, its values, as well as being able to save costs, time and duplication efforts. This paper is a whole description of the research plan, the background explanation, the creative work with HR team, as well as advertising and media agencies. This experience could be repeated in other companies as a real opportunity. It is also a good case study to reveal new possibilities and widen a new field for Marketing Researches.
This presentation describes the cross-functional team project, which was aimed to reconstruct consumer insights for building relevant and effective communication for children in the ice-cream category in Poland.
As consumer attitudes and behaviours continuously evolve, trends provide a framework for labelling, structuring and understanding these changes. when they are well observed, validated and communicated, trends become a powerful tool for stimulating consumer centric business growth.Yet too often trends fail to act as the growth catalyst that they should be. a lack of clarity, unstructured thinking, insufficient evidence and turgid delivery can all constrain trends work. This paper outlines our approach to creating a trends programme that has really inspired business growth within Nestlé.
This paper highlights the importance of process management and strategic partnership in developing competitive advantage and creating stronger brands. Through a journey into the Portuguese chocolate market, the authors demonstrate the effectiveness of using combined research methodologies in the process of discovering not only consumer but also shopper insights. Major findings of the research became 'knowledge transformed into action' at the point of purchase.
The author, in this paper, will draw on his experiences in Poland acquired since January 1994 highlighting the difficulties his company has faced since acquiring a business at the beginning of 1994. The business, a dairy in Slupsk, North West Poland, will be used to illustrate what progress has been made in changing management of that business and what is still required to be done. The author will, where appropriate, make comparisons with another Polish business where his company has formed a partnership with local government.
The research had two main objectives: Get to know the typologies of the Mexican on one hand, and relate them with coffee consumption. 2688 interviews were taken house by house within 27 cities of the Mexican Republic. The main results obtained were the following: a. We segmented Mexican population into 14 groups (typologies). We broke with the stereotype of Mexican women: submissive and unselfish; and with the stereotype of the Mexican "macho". Some "niches" in the coffee market were found. We discovered some brands of coffee with undefined positioning.