1. Market Research
  2. > Beverage
  3. > Soft Drink
  4. > Sport and Energy Drink Market Trends
  5. > Failure Case Study: Nestlé Nesfluid ; The risk of conveying multiple promises/messages for a new product

Summary
French consumers are atypical in their food and drink preferences, unlike English and Germans who respond better when it comes to experimenting with innovations. They tend to put a great emphasis on "naturalness" in general rather than functionality, regardless the segment. Additionally, taste has a significant impact on their response to new products.

Key Findings
- "Failure Case Study: Nestlé Nesfluid" highlights the launch of a functional drink made with coconut water and whey protein in France in 2010. The range comprised six variants, with each targeted at different health needs. These were Renforce (Reinforce), Vitalise (Vitality), Equilibre (Balance), Body, Rayonne (Radiant), and Protect.

- The product was positioned as a "hydranutrition" drink, a concept that was not clear to French consumers and failed to attract their attention. In addition to this, each variant conveyed a different message to different consumer groups, which created confusion in consumers' minds. And finally, a perceived lack of flavor was one of the critical reasons for the failure of the range.

- Nestlé not only targeted the mass market too soon but also failed to meet the needs of French consumers. Keeping the message clear and respecting the value perceptions of the target consumer base are key to success.

Synopsis
- "Failures Case Study: Nestlé Nesfluid " is part of Canadean Consumer's Successes and Failures research and explores a failure of a launch of a "hydranutrition" drink in France. It delivers the critical:

- "What?" Nestlé Nesfluid was a functional drink with coconut water and whey protein.

- "Why?" The unclear proposition combined with the lack of taste contributed to the failure of the range.

- "So what?" Emphasizing a single health benefit targeted at a receptive group of consumers is key to success.

Reasons To Buy
- Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.

- Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.

- Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.

- Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Table Of Contents

Failure Case Study: Nestle Nesfluid ; The risk of conveying multiple promises/messages for a new product

View This Report »

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 24 Million searchable statistics with tables, figures & datasets
  • More than 10,000 trusted sources
24/7 Customer Support

Talk to Veronica

+1 718 514 2762

Purchase Reports From Reputable Market Research Publishers
U.S. Energy Drinks through 2020

U.S. Energy Drinks through 2020

  • $ 3995
  • Industry report
  • October 2016
  • by Beverage Marketing

This report by Beverage Marketing Corp. READY TO GO. Get the facts from Beverage Marketing Corporation and find out what is next for this dynamic segment where new players strive to grow and hope to take ...

U.S. Sports Beverages through 2020

U.S. Sports Beverages through 2020

  • $ 3995
  • Industry report
  • October 2016
  • by Beverage Marketing

This report by Beverage Marketing Corp. READY TO GO. Get a comprehensive view of the market for U.S. sports beverages. This report from Beverage Marketing Corporation includes industry data and analysis ...

Global and Chinese Functional beverages Industry, 2016 Market Research Report

Global and Chinese Functional beverages Industry, 2016 Market Research Report

  • $ 3000
  • Industry report
  • November 2016
  • by Prof Research

The ’Global and Chinese Functional beverages Industry, 2011-2021 Market Research Report’ is a professional and in-depth study on the current state of the global Functional beverages industry with a ...


ref:plp2015

Reportlinker.com © Copyright 2016. All rights reserved.

ReportLinker simplifies how Analysts and Decision Makers get industry data for their business.