60 40 nescafé report synovate

© Synovate 2008 1

TEST 60/40 NESCAFE• SYNOVATE Morocco• March 2008

© Synovate 2008 2

Objectives

• To test 2 products (Nescafe Vs Samar gusto) in blind.

• To measure the objective qualities of the products by collecting the consumer’s rating through his/her perception.

- To observe the variation of the overall liking according the tests.

- To raise the likes & dislikes of each product.

- To observe the variation of organoleptiques attributes.

- To understand some usages/habits as to the R&G coffee consumption.

© Synovate 2008 3

• A blind product test according to the sequential monadic methodology as follows :

- in home recruitment and central location invitation.

- A standard preparation of different tests was followed.

- Products rotation within each test

- A preparation protocol was followed so as to ensure a standard preparation system for the different tests

Objectives

Product 1= NK2 (Nescafé)

Product 2= DX4 (Samar gusto)

© Synovate 2008 4

- Instant soluble coffee users 100 50 Heavy (+1 cup or glass per day).

50 Medium (No less than 2/ 2-3 cups or glasses per week).

- R&G users 15075 Heavy (+1 cup or glass per day).

75 Medium (No less than 2/ 2-3 cups or glasses per week).

- SPC: AB,C1,C2,DE.

- Males/Females = 50/50

- Age = 24~45 years

- Location = Casablanca

Target / Sample

© Synovate 2008 5

Mode of usage:R&G coffee Vs instant soluble coffee

• Consumed Beverage

• Consumption frequency• Coffee Brands• Used quantities

© 2008. Synovate Ltd. All rights reserved.

The concepts and ideas submitted to you herein are the intellectual property of Synovate Ltd. They are strictly of confidential nature and are submitted to you under the understanding that they are to be considered by you in the strictest of confidence and that no use shall be made of the said concepts and ideas, including communication to any third party without Synovate’s express prior consent and/or payment of related professional services fees in full.

© Synovate 2008 6

.Roast & Groundcoffee / powder coffee(all type).Tea (all types)

.Soluble Coffee

.Hot milk

.Tizane

.Hot chocolate

64,0 62,067,0 67,0

63,0

98,0 97,0 98,0 98,0 97,0

40,043,0

35,040,0 40,0

56 55 56

72

5147 45

49 47 47

13 14

30

813

total 24-34 (148) 35-45(102) ABC1(60) C2DE(190)

Different consumed beverages

Source: Base totale 250

The most consumed beverage is tea, followed by R&G coffee, Milk then Soluble coffee. Figures do not show any disparity among social classes and age groups

© Synovate 2008 7

56,0 44,0

60,040,0

With milk

Without milk

at least one cupper day (7)

between 2 and 3cups per week(3)

51,0

52,0

47,0

52,0

49,0

50,0

48,0

53,0

48,0

50,0

Total

24-34

35-45

ABC1

C2DE

Average

5,04

5

5,08

4,88

R&G coffee users : Consumption frequency

5,08

5,24

4,6

Source: Base R&G users 150

The R&G users of coffee with milk consume more than 3 cups per week

© Synovate 2008 8

.Samar

.Asta

.Gaouar

.Carte noire

.Dubois

.Carrion

.Coffee in bulk

Others

Brands ever used: R&G users

33,0

38,0

27,0

39,0

32,030,0

25,0

36,0

17,0

34,0

15,0 15,014,0

11,0

16,0

5

2

8

17

1

75

9

14

4

0 0 0 0

10

13

6

0

13

1 10

3

00

Total 24-34 (84) 35-45 (66) ABC1 (36) C2DE (114)

Base :150 R&G Users

Samar is the most consumed brand by R&G users followed by Asta .

© Synovate 2008 9

.Nescafé

.SamarGusto

.Asta

Brands ever used: SC users

85,080,0

94,0

79,0

87,0

11,016,0

3,0

17,0

9,04 5 3 4 4

Total 24-34 (64) 35-45 (36) ABC1 (24) C2DE (76)

Base :100 SC Users

Nescafé is the most consumed brand by the soluble coffee users.

© Synovate 2008 10

32,0 35,0

27,033,0 32,0

57,0 54,061,0

25,0

67,0

11,0 11,0 12,0

42,0

2,0

Total 24-34 (148) 35-45 (102) ABC1 (60) C2DE (190)

.Without Milk

.WithPasteurizedmilk

.With UHT milk

Coffee additives


Aged people use more coffee with Milk. UHT milk is used more by people of ABC1 classes

© Synovate 2008 11

1 2

1 2

1 2

1,79 g

1,72 g

1,64 g

AverageAverage

SC Users Total (N=100)

Heavy SC users

(N=50)

Medium SC users

(N=50)

AverageAverage

AverageAverage

2 gR&G Users Total (N=120)


Used quantities of coffee

1 2

AverageAverage

1 2

1.7 g on average per cup is used. The Heavy segment use 0.25 gr more per cup.

© Synovate 2008 12

1 2 3 4 5 6 7 8 9 10 11 12 13

1 2 3 4 5 6 7 8 9 10 11 12 13

1 2 3 4 5 6 7 8 9 10 11 12

1 2 3 4 5 6 7 8 9 10 11 12

1 2 3 4 5 6 7 8 9 10 11 12

AverageAverage

9,43g

9,24 g

9,05 g

AverageAverage


Heavy SC users

(N=40)

Medium SC users

(N=39)

AverageAverage

11,92g

AverageAverage

R&G Users Total (N=123)

Source: 79 SC +123 R&G

Used quantities of sugar in cubes

NB: 1 cube 5grs

1 2 3 4 5 6 7 8 9 10 11 12 13

Heavy R&G users

(N=63)

Medium R&G users

(N=60)

11,41g

AverageAverage

12,45g

AverageAverage

In average, instant soluble coffee users consume one cube and a half, and approximately 2 cubes for the R&G coffee.

© Synovate 2008 13

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

11,52 g

9,86 g

8,35 g


Heavy SC users

(N=10)

Medium SC users

(N=11)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

11,95 g

AverageAverage


AverageAverage

AverageAverage

AverageAverage

Used quantities of sugar in powder

Source: 21 SC +26 R&G

Heavy R&G Users Total (N=13)

Medium R&G Users Total (N=13)

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

11,61 g

12,29 g

AverageAverage

AverageAverage

Instant soluble coffee users consume in average about 10 grs of powdered sugar while R&G users consume a bit more .

© Synovate 2008 14

1 11 21 31 41 51 61 71 81 91 101 111 121 131

1 11 21 31 41 51 61 71 81 91 101 111 121 131

1 11 21 31 41 51 61 71 81 91 101 111 121 131

77,38 ml

71,88 ml

66,38 ml


Heavy SC users

(N=16)

Medium SC users

(N=16)

AverageAverage

AverageAverage

AverageAverage

Quantity of water used

Source: 32 SC+ 48 R&G respondents

1 11 21 31 41 51 61 71 81 91 101 111 121 131

130 ml

AverageAverage


The heavy consumer of SC coffee consume approximately 77 ml while the medium users consume less .

© Synovate 2008 15

1 11 21 31 41 51 61 71 81 91 101 111 121 131

1 11 21 31 41 51 61 71 81 91 101 111 121 131

1 11 21 31 41 51 61 71 81 91 101 111 121 131

77,76ml

75,91 ml

74,06 ml


Heavy SC users

(N=34)

Medium SC users

(N=34)

AverageAverage

AverageAverage

AverageAverage

Quantity of milk used

Source: 68 SC+ 102 R&G respondents

1 11 21 31 41 51 61 71 81 91 101 111 121 131

130 ml

AverageAverage


The quantity of milk used is approximately the same as the one used for water .

OVERALL LIKING: NESCAFE:

-TOTAL- R&G (MILK / WITHOUT MILK)

- SC (MILK / WITHOUT MILK)

© Synovate 2008 17

6,0

4,0

3,0

7,0

56,0

53,0

61,0

50,0

58,0

17,0

18,0

15,0

23,0

15,0

2,0

1,0

4,0

3,0

2,0

16,0

18,0

14,0

18,0

15,0

2,0

3,0

2,0

3,0

7,0

2,0.Total

.Total 24-34

.Total 35-45

.Total ABC1

.Total C2DE

.Excellent (7)

.Very good (6)

.Good (5)

Neither good norpoor (4)

.poor (3)

.very poor (2)

.Extremely poor (1)

Average

5,27

5,26

5,28

5,12

5,32

Overall Liking: Nescafé Total (Age/SEC)


Nescafé got a score of 5,27 out of 7 (A bit more than Good). Nescafé is more liked by people belonging to C2DE;5,32.

© Synovate 2008 18

3,0

4,0

54,0

54,0

54,0

15,0

18,0

10,0

2,0

2,0

2,0

22,0

21,0

25,0

4,0

4,0

0,0

0,0

0,0

2,0

4,0.R&G Nescafé (150)

.R&G with milk (102)

.R&G without milk (48)

.Excellent (7)

.Very good (6)

.Good (5)


.poor (3)

.very poor (2)

.Extremely poor(1)

5,01

5,03

4,98

Overall Liking: Nescafé R&G (Milk/ Without milk)

Source: R&G 150

Average

R&G users preferred a bit more Nescafe when tasted with milk . (Non significant difference)

© Synovate 2008 19

11,0

16,0

60,0

59,0

63,0

19,0

24,0

9,0

3,0

3,0

3,0

7,0

6,0

9,0

0,0

0,0

0,0

0,0

0,0

9,0

0,0.SC Nescafé (100)

.SC with milk (68)

.SC without milk(32)

.Excellent (7)

.Very good (6)

.Good (5)

Neither good nor poor (4)

.poor (3)

.very poor (2)

.Extremely poor (1)

5,65

5,62

5,72

Overall Liking: Nescafé SC (Milk/ Without milk)

Source: SC 100

Average

SC users preferred more Nescafe without milk . (Non significant difference)

OVERALL LIKING: SAMAR GUSTO:

- TOTAL- R&G (MILK / WITHOUT MILK)

- SC (MILK / WITHOUT MILK)

© Synovate 2008 21

Overall Liking: Samar Total (Age/Spc)

5,0

5,0

3,0

5,0

43,0

48,0

36,0

47,0

42,0

18,0

15,0

22,0

12,0

19,0

4,0

3,0

5,0

2,0

5,0

20,0

18,0

24,0

22,0

19,0

11,0

9,0

15,0

8,0

1,0

0,0

0,0

1,0

5,0

10,0.Total

.Total 24-34

.Total 35-45

.Total ABC1

.Total C2DE

.Excellent (7)

.Very good (6)

.Good (5)


.poor (3)

.very poor (2)

.Extremely poor (1)

4,77

4,84

4,68

4,63

4,82


Average

Samar is less preferred than Nescafé but it’s more appreciated by Young people .

© Synovate 2008 22

3,0

4,0

54,0

42,0

40,0

15,0

17,0

10,0

2,0

6,0

0,0

22,0

22,0

23,0

10,0

21,0

0,0

0,0

2,0

4,0

4,0.R&G Nescafé (150)

.R&G with milk (102)

.R&G without milk (48)

.Excellent (7)

.Very good (6)

.Good (5)

Neither goodnor poor (4)

.poor (3)

.very poor (2)

.Extremelypoor (1)

Overall Liking: Samar R&G (Milk/ without milk)

4,59

4,72

4,31

Average

Source: R&G 150

As well as Nescafé, the R&G users preferred samar when tasted with milk . (Non significant difference)

© Synovate 2008 23

6,0

3,0

46,0

43,0

53,0

22,0

22,0

22,0

4,0

4,0

3,0

17,0

19,0

13,0

4,0

6,0

0,0

0,0

0,0

7,0

5,0.SC Samar (100)

.SC with milk (68)

.SC without milk(32)

.Excellent (7)

.Very good (6)

.Good (5)

Neither good nor poor(4)

.poor (3)

.very poor (2)

.Extremely poor (1)

5,05

5,01

5,13

Overall Liking Samar SC (Milk/ without milk)

Source: SC 100

Average

SC users preferred more Samar without milk . (Non significant difference)

Likes & Dislikes:

- TOM- TOTAL- R&G / SC

© Synovate 2008 25

Likes (Nescafé vs Samar)

TOM Nescafé TOTAL Nescafé .R&G Neslé .SC Neslé TOM Samar gusto TOTAL Samar gusto .R&G Samar .SC Samar

BASE - Total Respondents 250 250 150 100 250 250 150 100Taste ------ 68 78 63 76 57 62 55 60 .Has delicious taste 44 54 44 43 36 44 35 37 .Has very delicious taste 7 8 7 7 6 6 9 1 .Has light/not strong taste 5 13 5 6 2 4 1 2 .Just right taste 6 13 4 8 2 7 1 5 .Has real/natural coffee taste 3 9 2 4 2 10 1 3 .Has strong taste 2 8 1 3 7 12 8 6 .Has good after taste 2 16 1 5 2 13 0 5Color ------ 5 28 5 6 7 21 5 9 .Has just right colour 3 15 4 2 4 11 4 4 .Appetizing colour 1 7 1 1 0 6 0 0 .Has real/natural (coffee) colour > 7 0 1 1 5 1 1 .Has nice colour > 1 0 1 > 1 0 1Smell ------ 4 33 2 7 2 31 1 5 .Has an appetizing smell 2 27 0 5 2 28 0 5 .Has nice smell 2 4 1 2 > 4 1 0Bitterness ----------- 2 28 3 2 2 13 2 2 .Not bitter 2 6 2 1 1 4 1 1Texture -------- 2 16 2 1 2 16 2 2 .Thick /like thickness 1 14 2 1 2 15 2 0 .Other favourable texture comments 0 2 0 0 0 1 0 2None ------ 18 18 26 6 29 29 35 21 Total 100 201 100 100 100 172 100 100

© Synovate 2008 26

Dislikes.TOM Nescafé .Total Nescafé .R&G Nescafé .SC Nescafé TOM Samar gusto .Total Samar gusto .R&G Samar gusto .SC Samar gusto

BASE - Total Respondents 250 250 150 100 250 250 150 100Taste ------ 17 22 19 14 23 32 25 19 .Light taste 7 9 7 6 6 8 6 7 .Strong taste 3 5 2 5 8 11 9 7 .Very light taste 3 3 5 0 2 3 3 1 .Very strong taste 2 2 2 1 2 4 2 3 .Not delicious 1 5 1 0 2 5 3 0Bitterness ----------- 6 12 9 2 20 34 19 22 .Has bitter after taste 5 9 7 2 12 28 12 13 .Bitter 1 2 1 0 4 6 3 5 .Very bitter 0 0 0 0 4 5 4 4 .Other unfavourable bitterness 0 2 0 0 0 1 0 0Texture -------- 5 9 7 3 3 6 5 1 .Fluid/thin 4 8 4 3 3 6 5 1 .Other unfavourable texture comments 2 2 3 0 0 0 0 0Acidity -------- 3 4 3 3 3 6 2 5 .Has acid after taste 2 3 1 3 2 4 1 4 .Acid 1 1 1 0 1 1 1 1Smell ------ 2 4 1 2 1 5 1 2 .Light / Not strong smell 1 3 1 1 1 2 1 1 .Other unfavourable smell comments 1 1 1 1 > 1 0 1Color ------ 1 3 1 1 3 10 3 2 .Light colour 1 2 1 1 2 4 2 1 .Very dark colour 0 0 0 0 0 2 0 0None ------ 67 67 61 75 47 47 45 49 .None 67 67 61 75 47 47 45 49 Total 100 121 100 100 100 140 100 100

Organoleptiquesattributes:

© Synovate 2008 28

2,0

4,0

1,0

1,0

1,0

38,0

37,0

40,0

29,0

29,0

29,0

44,0

40,0

50,0

43,0

41,0

47,0

10,0

13,0

4,0

14,0

14,0

14,0

5,0

7,0

2,0

10,0

12,0

8,0

1,0

0,0

2,0

3,0

1,0

1,0

1,0Total NESCAFE

.R&G NESCAFE

.SC NESCAFE

.Total SAMAR

.R&G SAMAR

.SC SAMAR

Excellent (7)

Very good (6)

Good (5)

Fair (4)

Poor (3)

Very Poor (2)

5,22

5,09

4,91

4,86

5,40

4,98

Overall liking: général appearance (SC & R&G)

Source: total Base 250

Average

Nescafé is more appreciated for it’s general appearance especially by the SC users.

© Synovate 2008 29

Overall liking: général appearance (Milk/ Without Milk)

2,0

1,0

1,0

38,0

39,0

31,0

26,0

44,0

44,0

42,0

45,0

9,0

10,0

15,0

11,0

6,0

3,0

9,0

14,0

1,0

2,0

3,0

4,0

1,0 With Milk

(NESCAFE)

Without Milk(NESCAFE)

With Milk (SAMAR)

Without Milk(SAMAR)

Excellent (7)

Very good (6)

Good (5)

Fair (4)

Poor (3)

Very Poor (2)

5,19

4,95

5,28

4,82

Average

Source: 170 with milk + 80 without milk

© Synovate 2008 30

3,0

4,0

9,0

9,0

8,0

8,0

6,0

79,0

79,0

79,0

65,0

66,0

63,0

8,0

5,0

6,0

7,0

6,0

2,0

3,0

0,0

2,0

3,0

2,0

3,0

21,0

15,0

18,0

12,0

10,0

Total NESCAFE

.R&G NESCAFE

.SC NESCAFE

.Total SAMAR

.R&G SAMAR

.SC SAMAR

Too dark (100)

dark (50)

just right (0)

light (50)

Too light (-100)

Overall liking: Colour (R&G &SC)

Too lightToo dark Just right


R&G users appreciate more the colour of Nescafé and found it (just right).

1,80

12

- 2

13,50

7,50

11

© Synovate 2008 31

4,0

11,0

5,0

11,0

4,0

77,0

83,0

65,0

65,0

6,0

5,0

9,0

2,0

1,0

1,0

6,0

1,0

15,0

19,0

11,0

With Milk(NESCAFE)

Without Milk(NESCAFE)

With Milk (SAMAR)

Without Milk(SAMAR)

Too dark(100)

dark (50)

just right (0)

light (50)

Too light (-100)

Overall liking: Colour (Milk/ Without Milk)



4,41

1,88

-3,75

16,76

© Synovate 2008 32

1,0

0,0

1,0

1,0

1,0

42,0

44,0

38,0

32,0

38,0

24,0

45,0

39,0

55,0

48,0

38,0

62,0

9,0

12,0

4,0

10,0

13,0

5,0

3,0

3,0

3,0

8,0

8,0

8,0

1,0

0,0

1,0

2,0

0,0

1,0

Total NESCAFE

.R&G NESCAFE

.SC NESCAFE

.Total SAMAR

.R&G SAMAR

.SC SAMAR

Excellent (7)

Very good (6)

Good (5)

Fair (4)

Poor (3)

Very Poor (2)

5,27

5,26

5,28

5,06

5,06

5,05

Overall liking: Smell (R&G &SC)


Average

The smell of Nescafe is more appreciated by SC users.

© Synovate 2008 33

1,0

1,0

1,0

42,0

41,0

34,0

29,0

46,0

44,0

49,0

44,0

8,0

10,0

9,0

11,0

3,0

4,0

6,0

13,0

0,0

1,0

3,0

1,0

1,0.Total AVEC LAIT

NESCAFE

.Total sans LAITNESCAFE

.Total AVEC LAITSamar

.Total Sans LAITSamar

Excellent (7)

Very good (6)

Good (5)

Fair (4)

Poor (3)

Very Poor (2)

5,27

5,14

4,88

5,26

Overall liking: Smell (Milk/ Without Milk)


Average

© Synovate 2008 34

1,0

1,0

4,0

5,0

3,0

6,0

7,0

5,0

81,0

76,0

88,0

73,0

71,0

75,0

10,0

5,0

10,0

11,0

9,0

2,0

2,0

1,0

1,0

1,0

1,0

1,0

12,0

12,0

12,0

14,0

Total NESCAFE

.R&G NESCAFE

.SC NESCAFE

.Total SAMAR

.R&G SAMAR

.SC SAMAR

Too strong(100)

strong (50)

just right (0)

weak (-50)

Too weak (-100)

Smell intensity (R&G &SC)

Too weakToo strong Just right


-2,80

3,80

-4,67

3,50

0

4

SC users appreciate more the intensity of Nescafé smell and found it (just right 88%).

© Synovate 2008 35

1,0

5,0

1,0

6,0

6,0

80,0

83,0

74,0

71,0

6,0

10,0

10,0

1,0

4,0

1,0

3,0

1,0

11,0

15,0

12,0.Total AVEC LAIT

NESCAFE

.Total SANS LAITNESCAFE



Too strong(100)

strong (50)

just right (0)

weak (-50)

Too weak (-100)

Smell intensity (Milk/ Without Milk)



0,74

6,25

2,21

16,76

© Synovate 2008 36

1,0

0,0

1,0

0,0

34,0

35,0

33,0

25,0

31,0

17,0

43,0

33,0

57,0

37,0

27,0

53,0

7,0

9,0

4,0

12,0

11,0

14,0

13,0

19,0

5,0

18,0

21,0

14,0

3,0

1,0

6,0

9,0

2,0

1,0

2,0Total NESCAFE

.R&G NESCAFE

.SC NESCAFE

.Total SAMAR

.R&G SAMAR

.SC SAMAR

Excellent (7)

Very good (6)

Good (5)

Fair (4)

Poor (3)

Very Poor (2)

4,95

4,81

5,16

4,57

4,49

4,69

Overall liking: Taste (R&G &SC)


Average

Nescafé taste is more liked by the SC users.

© Synovate 2008 37

1,0

1,0

0,0

33,0

36,0

26,0

24,0

45,0

38,0

37,0

38,0

5,0

10,0

12,0

14,0

14,0

13,0

18,0

19,0

3,0

6,0

5,0

1,0

2,0.Total AVEC LAIT

NESCAFE




Excellent (7)

Very good (6)

Good (5)

Fair (4)

Poor (3)

Very Poor (2)

4,95

4,96

4,59

4,53

Overall liking: Taste (Milk/ Without Milk)


Average

© Synovate 2008 38

2,0

2,0

9,0

11,0

6,0

69,0

63,0

77,0

51,0

48,0

56,0

10,0

1,0

2,0

0,0

1,0

0,0

2,0

27,0

23,0

25,0

11,0

14,0

13,0 15,0

19,0

14,0

11,0

17,0

Total NESCAFE

.R&G NESCAFE

.SC NESCAFE

.Total SAMAR

.R&G SAMAR

.SC SAMAR

Too strong(100)

strong (50)

just right (0)

weak (-50)

Too weak (-100)

Taste intensity (R&G &SC)



-0,40

14,11

-2,33

14

2,50

14,12

Samar is a bit too stronger in terms of taste intensity.

© Synovate 2008 39

2,0

11,0

6,0

12,0 69,0

68,0

53,0

48,0

11,0

1,0

1,0

0,0

1,0

1,0 15,0

24,0

25,0

15,0

15,0

21,0

.Total AVEC LAITNESCAFE




Too strong(100)

strong (50)

just right (0)

weak (-50)

Too weak (-100)

Taste intensity (Milk/ Without Milk)



0,74

12,50

6,25

14,71

© Synovate 2008 40

1,0

0,0

6,0

8,0

4,0

60,0

55,0

67,0

46,0

44,0

49,0

6,0

7,0

5,0

6,0

5,0

8,0

10,0

11,0

7,0

2,0

32,0

32,0

32,0

17,0

13,0

19,0

16,0

17,0

15,0

Total NESCAFE

.R&G NESCAFE

.SC NESCAFE

.Total SAMAR

.R&G SAMAR

.SC SAMAR

Too bitter (100)

Bitter (50)

Just right (0)

Not Bitter (-50)

Not Bitter at all(-100)

Bitterness (R&G &SC)

Not bitter at allToo bitter Just right


-9,80

9,80

-9,00

9

-11

10,33

The right bitterness is shared between the two products (Nescafé & Samar).

© Synovate 2008 41

1,0

6,0

6,0

64,0

51,0

48,0

41,0

4,0

11,0

5,0

9,0

15,0

20,0

8,0

13,0

1,0

31,0

32,0

16,0

17,0.Total AVEC LAIT

NESCAFE




Too bitter (100)

Bitter (50)

Just right (0)

Not Bitter (-50)

Not Bitter at all(-100)

Bitterness (Milk/ Without Milk)

Not bitter at allToo bitter Just right


-6,67

5

-16,25

12,06

© Synovate 2008 42

25,0

21,0

18,0

21,0

15,0

50,0

42,0

62,0

41,0

36,0

49,0

10,0

9,0

11,0

18,0

19,0

16,0

14,0

21,0

4,0

21,0

23,0

19,0

1,0

1,0

2,0

2,0

2,0

1,0

27,0

Total NESCAFE

.R&G NESCAFE

.SC NESCAFE

.Total SAMAR

.R&G SAMAR

.SC SAMAR

Completlyagree (5)

Somewhatagree (4)

Neutral (3)

Somewhatdisagree (2)

Completlydisagree (1)

Overall liking: Smoothness (R&G &SC)

Average

3,84

3,73

3,96

3,52

3,54

3,58


The smoothness was the lowest scored attribute for both product equally

© Synovate 2008 43

23,0

18,0

19,0

51,0

48,0

44,0

36,0

10,0

9,0

18,0

16,0

15,0

14,0

18,0

28,0

1,0

1,0

2,0

1,0

29,0





Completly agree(5)

Somewhat agree(4)

Neutral (3)



Overall liking: Smoothness (Milk/ Without Milk)

3,8

3,93

3,58

3,44

Average


© Synovate 2008 44

41,0

43,0

24,0

27,0

20,0

34,0

29,0

41,0

33,0

25,0

45,0

10,0

10,0

11,0

18,0

19,0

15,0

14,0

21,0

4,0

22,0

25,0

19,0

1,0

1,0

1,0

2,0

3,0

1,0

39,0

Total NESCAFE

.R&G NESCAFE

.SC NESCAFE

.Total SAMAR

.R&G SAMAR

.SC SAMAR

Completlyagree (5)

Somewhatagree (4)

Neutral (3)



The real taste of coffee (R&G &SC)

4

3,84

4,21

3,52

3,45

3,64


Average

the real coffee taste is Nescafé, the majority of SC segment agree with this statement.

© Synovate 2008 45

42,0

24,0

25,0

34,0

35,0

36,0

28,0

10,0

11,0

18,0

18,0

14,0

15,0

20,0

28,0

1,0

0,0

2,0

3,0

39,0





Completly agree(5)

Somewhat agree(4)

Neutral (3)



The real taste of coffee (Milk/ Without Milk)


4,05

3,98

3,6

3,5

Average

© Synovate 2008 46

0,0

0,0

1,0

41,0

42,0

40,0

28,0

34,0

20,0

35,0

27,0

46,0

31,0

22,0

44,0

10,0

10,0

9,0

17,0

17,0

18,0

12,0

17,0

5,0

16,0

17,0

15,0

2,0

0,0

6,0

9,0

2,0

1,0

1,0Total NESCAFE

.R&G NESCAFE

.SC NESCAFE

.Total SAMAR

.R&G SAMAR

.SC SAMAR

Excellent (7)

Very good (6)

Good (5)

Fair (4)

Poor (3)

Very Poor (2)

After taste (R&G &SC)

5,02

4,90

5,21

4,58

4,51

4,68

Average


The after taste of Nescafe is more appreciated than Samar’s, especially by SC segment

© Synovate 2008 47

0,0

1,0

0,0

42,0

40,0

28,0

29,0

35,0

35,0

32,0

29,0

9,0

11,0

19,0

14,0

13,0

11,0

14,0

21,0

1,0

5,0

8,0

1,0

1,0.Total AVEC LAIT

NESCAFE




Excellent (7)

Very good (6)

Good (5)

Fair (4)

Poor (3)

Very Poor (2)

After taste (Milk/ Without Milk)

4,01

5,05

4,62

4,50

Average


Preferences:

Nescafé Vs Samar gusto

© Synovate 2008 49

70,0%

30,0%

55,0%

45,0%

64,0%

36,0%

61,0%

39,0%

.Nescafe

.Samar

59,0%

41,0%

Total 250

Avec lait 170 Sans lait 80

R&G 150 SC 100

PréferencesNescafé was preferred by 61% of our total base, this result is shared by all segments .

© Synovate 2008 50

Reasons for preferences: (Nescafé)

27,0

23,0

10,0

9,0

7,0

5,0

5,0

3,0

3,0

3,0

3,0

1,0

1,0

Has very delicious taste

Has delicious taste

Has good after taste

Not have bitter aftertaste

Has light/not strong taste

Just right taste

Texture

Has strong taste

Has real/natural coffee taste

Not bitter

Smell

Appetizing taste

Has best/premium coffee taste

respondents who preferred Nescafe 153

© Synovate 2008 51

Reasons for preferences: (Samar gusto)

34,0

20,0

11,0

6,0

4,0

4,0

3,0

3,0

2,0

3,0

3,0

2,0

Has very delicious taste

Has delicious taste

Has good after taste

Has strong taste

Just right taste

Not have bitter aftertaste

Has real/natural coffee taste

Has light/not strong taste

Has best/premium coffee taste

Not bitter

Texture

Has an appetizing smell

Persons who preferred Samar 97

© Synovate 2008 52

35,0

15,0

7,0

5,0

4,0

2,0

4,0

29,0

25

13

7

8

6

2

3

36

49

19

8

0

0

1

5

18

.Nescafé

.Samar Gusto

.Asta

.Samar Moulu

.Guaour

.Coffee in bulk

.Others

.Do not know

Total R&G

SC

Recognition: the first product tested Nescafé was identified as the first product tested by 35%of respondents

Preferences:

Fine powder & Agglomerated

© Synovate 2008 54

17,0

11,0

20,0

10,0

16,0

11,0

22,0

14,0

19,0

14,0

11,0

19,0

16,0

10,0

31,0

36,0

24,0

32,0

30,0

22,0

21,0

24,0

18,0

31,0

21,0

Total

R&G

SC

with milk

wihout milk

I definitely wouldbuy it (100)

I probably wouldbuy it (75)

I might or mightnot buy it (50)

I probably wouldnot buy it (25)

I definitely wouldnot buy any (0)

Purchase intent (Fine powder)

43,30

43,50

43

46,47

36,56


Average

The two segments (SC & R&G) are not willing to buy the fine powder

© Synovate 2008 55

66,0

68,0

62,0

74,0

20,0

20,0

19,0

23,0

13,0

7,0

5,0

11,0

6,0

9,0

6,0

10,0

1,0

8,0

4,0

1,0

1,0

1,0

1,0

1,0

64,0

Total

R&G

SC

with milk

wihout milk

I definitelywould buy it(100)

I probablywould buy it(75)

I might or mightnot buy it (50)

I probablywould not buy it(25)

I definitelywould not buyany (0)

Purchase intent (Agglomerated powder)

85,50

83,83

88

84,12

88,14


Average

The two segments showed very high purchase intention for the agglomerate powder, especially the SC segment.

© Synovate 2008 56

1,0

2,0

2,0

0,0

15,0

19,0

9,0

19,0

8,0

12,0

11,0

14,0

12,0

13,0

18,0

9,0

33,0

18,0

20,0

28,0

31,0

24,0

28,0

29,0

28,0

12,0

19,0

28,0

1,0

22,0Total

R&G

SC

with milk

without milk

Excellent (7)

Very good (6)

Good (5)

Fair (4)

Poor (3)

Very Poor (2)

Overall liking: general appearance (Fine powder)

3,66

3,61

3,72

3,81

3,33


AverageThe General appearance of the fine powder is not appreciated by the two segments

© Synovate 2008 57

2,0

3,0

2,0

1,0

54,0

55,0

52,0

51,0

60,0

29,0

23,0

39,0

29,0

29,0

8,0

11,0

4,0

9,0

6,0

6,0

9,0

2,0

7,0

4,0

1,0

0,0

1,0

0,0

1,0

1,0Total

R&G

SC

with milk

without milk

Excellent (7)

Very good (6)

Good (5)

Fair (4)

Poor (3)

Very Poor (2)

Overall liking: général appearance (Agglomerated powder)


5,36

5,26

5,50

5,29

5,49

AverageAppearance of the agglomerated is very well appreciated especially among SC users.

© Synovate 2008 58

TOM TotalBASE - Total Respondents 250 250Granules Aspect ---------------- 50 74 .Granules are rolled 8 18 .Right size of granules 6 14 .Nice granules/ Nice aspect of granules 6 10 .Appetizing aspect 6 18 .The granules are big/thick 5 14 .Look like natural coffee 5 8 .The granules will dissolve quickly 4 20Granules Colour ---------------- 38 61 .Just right colour 10 17 .Natural colour/ Natural coffee colour 9 27 .Dark colour 8 18 .Appetizing colour 4 13None ------ 13 13 Total 250 576

TOM TotalBASE - Total Respondents 250 250Granules Aspect ---------------- 10 14 .Big/thick 5 8 .Will not dissolve quickly 2 8Granules Colour ---------------- 6 11 .Very dark colour 3 6 .Dark colour 2 3None ------ 83 82 Total 250 305

Likes

Dislikes

Likes & Dislikes of the agglomerated powder

© Synovate 2008 59

Likes & Dislikes of the fine powder

TOM TotalBASE - Total Respondents 250 250Granules Aspect ---------------- 22 27 .The granules are well ground 10 16 .The granules will dissolve quickly 3 16 .Nice granules/ Nice aspect of granules 3 3Granules Colour ---------------- 7 14 .Just right colour 3 4None ------ 72 71 Total 250 360

TOM TotalBASE - Total Respondents 250 250Granules Aspect ---------------- 47 67 .Well ground 24 42 .Not like (natural) coffee 4 6 .Look like ground cinnamon 4 12 .Not appetizing/Aspect not appetizing 3 10 .Look like R&G coffee 3 18 .Will not dissolve quickly 3 8 .Very thin /very small 2 3Granules Colour ---------------- 30 52 .Light colour 18 34 .Very light colour 8 12 .Cinnamon colour 2 5None ------ 22 22 Total 250 508

Likes

Dislikes

© Synovate 2008 60

1,0

1,0

0,0

1,0

14,0

17,0

11,0

17,0

9,0

36,0

37,0

36,0

38,0

48,0

47,0

46,0

53,0

0,0

1,0

0,0

0,0

36,0

51,0

Total

.R&G

.SC

With milk

Without milk

Too dark(100)

dark (50)

just right (0)

light (-50)

Too light (-100)


Overall liking: Colour (Fine powder)


Colour of fine powder was identified as too light (eg by 51% of SC users)

-66

-64,33

-68,50

-63,82

-70,63

© Synovate 2008 61

11,0

5,0

13,0

6,0

19,0 70,0

66,0

76,0

66,0

79,0

0,0

0,0

1,0

0,0

0,0

0,0

0,0

0,0

15,0 19,0

14,0

21,0

19,0

1,0

Total

.R&G

.SC

With milk

Without milk

Too dark(100)

dark (50)

just right (0)

light (-50)

Too light (-100)


Overall liking: Colour (Agglomerated powder)


76% of the SC segment found the colour of the agglomerated powder (just right)

20

23,67

14,50

23,53

12,50

© Synovate 2008 62

0,0

0,0

0,0

0,0

0,0

0,0

12,0

15,0

9,0

14,0

9,0

22,0

26,0

22,0

21,0

66,0

66,0

65,0

64,0

70,0

0,0

0,0

0,0

0,0

19,0

Total

.R&G

.SC

With milk

Without milk

Too big(100)

little big (50)

just right (0)

little small (-50)

Too small (-100)

Overall liking: Size (Fine powder)

Too SmallToo big


the respondents of all segments found the fine powder small.

-76,60

-75,67

-78

-74,71

-80,63

© Synovate 2008 63

6,0

3,0

6,0

5,0

16,0

19,0

77,0

73,0

83,0

74,0

84,0

1,0

1,0

0,0

0,0

0,0

0,0

0,0

0,0

8,0

11,0

19,0

13,0

0,0

Total

.R&G

.SC

With milk

Without milk

Too big(100)

little big (50)

just right (0)

little small (-50)

Too small (-100)

Too smallToo big Just right

Overall liking: Size (Agglomerated powder)


The two segments appreciate more the size of the agglomerated (R&G=73% just right and SC= 83% just right).

14

17,33

9

15,59

10,63

© Synovate 2008 64

SC 100R&G 150

With Milk 170 Without Milk 80

Préferences of granules


Agglomerated powder is preferred by 82% of our total base, this result is shared by all segments

© Synovate 2008 65

• Nescafé overall liking showed higher score than samar (Total: 5,27 vs 4,77, SC: 5,65 vs 5,05,R&G: 5,01 vs 4,59.

Favorable comments:

• For both products, when preferred, reasons were around the delicious taste (78 for Nescafé Vs 62 forSamar within total sample).It is also important to mention, that Nescafé was identified as a better product for it’s good after taste,Has light taste, with the just right taste( respectively 16,13 and 13, within total sample).

unfavorable comments:

•Only 33% mentioned some dislikes for Nescafé (which were mainly R&G users 39%) while 53% mentioned some dislikes for Samar (which were mainly R&G users 55%) .Dislikes were about :-Taste 22 for Nescafé and 32 for Samar, this comment was a bit more expressed by R&G for NescaféWell as for Samar-Bitterness: 12 for Nescafé Vs 34%for Samar.

Battery of attributesAll in favor of Nescafé: Taste, general appearance, Smell and after taste( Samar seems to be a bit darker)With a too stronger smell intensity and taste intesity.

Conclusion

© Synovate 2008 66

Conclusion

- Both Nescafé but especially Samar were bitter with 17% Vs 32%,

-Smoothness was the lowest scored attribute for both product equally.

• the score for preference was in favor of Nescafe with 61 Vs 39% this victory is shared among all groups

Main reason for both products when preferred, is about the delicious taste.

• Other comments:

•The Agglomerated technology of powder is much more preferred to the fine one (82 Vs 18) because it is Rolled, appetizing and will dissolve quickly .

60 40 nescafé report synovate

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