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Methodology Research
Nescafe Dolce Gusto
Julián Loza Ocampo
Juan Sebastián Amador
Universidad Pontificia Bolivariana
• Objective:
Identify the degree of perception and quality of the new brand Nescafe Dolce
Gusto by the momentum in the Points of sales (POS).
• Population
The population survey is to steer the bumangueses people who are between 30-70
years old which consume coffee daily and know respective brands and flavors.
• Abstract
The will analyze the acceptance of consumers and sellers are lived and are living the
experience of Nescafe Dolce Gusto in the city of Bucaramanga considering the personal
opinion of innovation in price, product, taste and marketing.
will make qualitative and quantitative to find solutions, weaknesses, opportunities and
threats of this new product analysis.
• Key Words
Research, Analysis, coffee, innovation, statistics, interview, consumers.
Qualitative Analysis
Analysis Dofa
• Consumer
Strengths
The machine is an innovative system that allows different flavors of coffees in the comfort of home or office
work.
Capsules can be purchased at any retail outlet and chain stores.
Weaknesses
The price of the capsules is not very affordable since a drink comes a little expensive to be consumed daily.
It is a closed chain and thus not allowed to use another brand of coffee nor in other coffee capsules.
Opportunities
It is an innovative method that allows you to give it a satus consumption of coffee.
It is a system of preparation very comfortable and fast and there is no greater manipulation of
product and different drinks are prepared in under a minute.
The entry of new flavors and new designs Colombia machines.
Major threats
You can get to market a new brand to handle machines and capsules prices below the prices
Nescafe dolce gusto.
• Seller
Opportunities
Is a very comfortable sales system since it allows to provide a new idea coffee intake and customers like this
new product of machine
Every day is attraction of customers and daily sales are increasing day by day ie no more income to nestle and
sellers.
Threats
For now there is no other machine in Colombia to prepare drinks capsules but can get some prototype with
lower prices of capsules and machines market.
Weaknesses
Sales is a closed system since it only allows the beverage capsules and machines of the same make
and that the customer is a little uncomfortable because the price is not a very stable and affordable.
Strengths
Being an innovative and comfortable for the preparation of coffee product, the number of clients
increases.
The number of daily tastings in different (pos) allows it a more recognized and appealing product for
the customer.
Interviews
Seller
• https://www.youtube.com/watch?v=5hlUQn4Bao4
Consumer
• https://www.youtube.com/watch?v=h9ZZ2PPwSnY
Quantitative Analysis
Análisis técnico
Media
Intervalo de confianza (95%)
Tamaño de la muestra
Conclusiones destacadas
1,400 La opción mas elegida fue "SI".
[1,204 - 1,596]
25
Desviación típica
0,500 La opción menos elegida fue "NO".
Error estandar
0,100
• Conclusions
Due to the high demand for coffee in town with our product that would provide greater
convenience and speed when preparing the coffee will allow us to increase our sales and allow for
its innovation give a status to the consumption of coffee.
Our sales network is a closed system which does not allow the consumer to purchase and consume
another type of coffee with our machines therefore a see the customer buys the machine what
force you to always consume our brand.
We are only in the market for coffee in capsules and we need more promotion and marketing for
the recognition and search of potential customers.
We have a variety of flavors so our customers are from all ages consumers and non-consumers of
coffee, our expansion our market is large nationwide.
To meet the needs of our customers, once acquired the brand will provide discounts on the
purchase of capsules and also to record the code on our website account for accumulation of points
giving away boxes of capsules per your sample loyalty.
Our brand can come to homes, offices, hotels, hospitals and different types of places with the
convenience of preparing a beverage in under a minute, besides having various types of flavors, our
machines manage two year warranty that lets show the client that are reliable machines.