1. Market Research
  2. > Beverage Market Trends

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

  • December 2015
  • 16 pages
  • GlobalData
Report ID: 3518482

Summary

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.

Get Industry Insights. Simply.

  • Latest reports & slideshows with insights from top research analysts
  • 60 Million searchable statistics with tables, figures & datasets
  • More than 25,000 trusted sources
  • Single User License — provides access to the report by one individual.
  • Department License — allows you to share the report with up to 5 users
  • Site License — allows the report to be shared amongst all employees in a defined country
  • Corporate License — allows for complete access, globally.

Amrita helps you find the right report:

Testimonials

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

We were impressed with the support that ReportLinker’s research specialists’ team provided. The report we purchased was useful and provided exactly what we want.

Category Manager at
Ikea

ReportLinker gave access to reliable and useful data while avoiding dispersing resources and spending too much time on unnecessary research.

Executive Director at
PwC Advisory

The customer service was fast, responsive, and 100% professional in all my dealings (...) If we have more research needs, I'll certainly prioritize working with ReportLinker!

Scott Griffith

Vice President Marketing at
Maurice Sporting Goods

The research specialist provided prompt, helpful instructions for accessing ReportLinker's product. He also followed up to make sure everything went smoothly and to ensure an easy transition to the next stage of my research

Jessica P Huffman

Research Associate at
American Transportation Research Institute

Excellent customer service. Very responsive and fast.

Director, Corporate Strategy at
Ingredion

I reached out to ReportLinker for a detailed market study on the Air Treatment industry. The quality of the report, the research specialist’s willingness to solve my queries exceeded my expectations. I would definitely recommend ReportLinker for in-depth industry information.

Mariana Mendoza

Global Platform Senior Manager at
Whirlpool Corporation

Thanks! I like what you've provided and will certainly come back if I need to do further research works.

Bee Hin Png

CEO at
LDR Pte Ltd

The research specialist advised us on the best content for our needs and provided a great report and follow-up, thanks very much we shall look at ReportLinker in the future.

Kate Merrick

Global Marketing Manager at
Eurotherm by Schneider Electric

Purchase Reports From Reputable Market Research Publishers

Mixed Odoriferous Substance Markets in the World to 2021 - Market Size, Development, and Forecasts

  • $ 23129
  • Industry report
  • July 2017
  • by Global Research & Data Services

The report package Mixed Odoriferous Substance Markets in the World to 2021 - Market Size, Development, and Forecasts offers the most up-to-date industry data on the actual market situation, and future ...

Tea Markets in the World to 2021 - Market Size, Development, and Forecasts

  • $ 23129
  • Industry report
  • July 2017
  • by Global Research & Data Services

The industry report package Tea Markets in the World to 2021 offers the most up-to-date market data on the actual market situation, and future outlook for tea in the world. Along with a global tea market ...

Wine Markets in the World to 2021 - Market Size, Development, and Forecasts

  • $ 17543
  • Industry report
  • July 2017
  • by Global Research & Data Services

The report package Wine Markets in the World to 2021 - Market Size, Development, and Forecasts offers the most up-to-date industry data on the actual market situation, and future outlook for wines in the ...


ref:plp2015

Reportlinker.com © Copyright 2017. All rights reserved.

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