NESTEA Marketing research
NESTEA Marketing Research case
Marketing Research Midterm case study
25-Jan-14
Submitted to: Dr. Wael Kortam
[Type the author name]
Prepared by:
Karim EL Banna.
Rita Rizkalla.
Sara el demeiery.
Mostafa el faramawy.
What is NESTEA?
NESTEA is a brand of iced tea manufactured by Nestlé and distributed by Nestlé company's beverage department in the United States and by Beverage Partners Worldwide (BPW), a joint venture between The Coca-Cola Company and Nestlé, in the rest of the world.
It competes with Unilever/PepsiCo's Lipton Iced Tea (the main competitor).
It provides a variety of tea products, in regular and diet forms, including liquid and powdered tea concentrates, refrigeratable teas, and ready-to-drink bottles.
RTD Tea market picture in Egypt:
RTD tea (noncarbonated beverage) in the market remained limited in Egypt with only a small consumer base of affluent households. Despite this narrow consumer profile, the category achieved total volume growth of 4% in 2012, a stronger performance than the review period C AGR of 3%. This growth was in line with the increase in the size of its consumer base rather than any increase in per capita consumption.
COMPETITIVE LANDSCAPE
Nestlé Egypt SAE first launched its NESTEA brand, a powdered beverage, across the globe before expanding into Egypt. Nestlé Egypt poses little threat to Pepsi-Lipton International as both companies sell their products in different formats. Pepsi-Lipton sells RTD products in bottles, whilst Nestlé Egypt has selected to sell its products in powder sachets.
Who is the consumer profile of NESTEA drinkers in Egypt? What are targeted segments?
Teens (males & females) and Moms (working & household)
Age: 18- 38 years
Focus mainly on urban areas. Special occasions, when there are guests
When eating out, at clubs sporting, less sugar (on diet), shopping, lunch breaks & summer times.
Available at Supermarkets, Restaurants &
Marketing Research Midterm case study
25-Jan-14
Submitted to: Dr. Wael Kortam
[Type the author name]
Prepared by:
Karim EL Banna.
Rita Rizkalla.
Sara el demeiery.
Mostafa el faramawy.
What is NESTEA?
NESTEA is a brand of iced tea manufactured by Nestlé and distributed by Nestlé company's beverage department in the United States and by Beverage Partners Worldwide (BPW), a joint venture between The Coca-Cola Company and Nestlé, in the rest of the world.
It competes with Unilever/PepsiCo's Lipton Iced Tea (the main competitor).
It provides a variety of tea products, in regular and diet forms, including liquid and powdered tea concentrates, refrigeratable teas, and ready-to-drink bottles.
RTD Tea market picture in Egypt:
RTD tea (noncarbonated beverage) in the market remained limited in Egypt with only a small consumer base of affluent households. Despite this narrow consumer profile, the category achieved total volume growth of 4% in 2012, a stronger performance than the review period C AGR of 3%. This growth was in line with the increase in the size of its consumer base rather than any increase in per capita consumption.
COMPETITIVE LANDSCAPE
Nestlé Egypt SAE first launched its NESTEA brand, a powdered beverage, across the globe before expanding into Egypt. Nestlé Egypt poses little threat to Pepsi-Lipton International as both companies sell their products in different formats. Pepsi-Lipton sells RTD products in bottles, whilst Nestlé Egypt has selected to sell its products in powder sachets.
Who is the consumer profile of NESTEA drinkers in Egypt? What are targeted segments?
Teens (males & females) and Moms (working & household)
Age: 18- 38 years
Focus mainly on urban areas. Special occasions, when there are guests
When eating out, at clubs sporting, less sugar (on diet), shopping, lunch breaks & summer times.
Available at Supermarkets, Restaurants &