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Study On Different
Challenges Faced ByMAGGI Noodles
An Analysis By:
Anshul DuggalKeshav Chaturvedi
Shaswat Rastogi
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Contents
Introduction : Maggi Noodles
Initial Strategies Of Maggi
Hurdles Faced By Maggi Noodles STPD Analysis
Market Peneteration Strategies
SWOT Analysis Current Scenario Of Maggi Noodles
Suggestive Strategies
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What is Brand name that comes to your mindwhen I say the wordNOODLES?
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Introduction of Maggi 2-minutes Noodles Its a Brand of instant Noodle made by
Nestle India Ltd.
It was found by the Maggi family inSwitzerland in the 19th century.
Nestle launched Maggi for the first timein India in the year 1982.
The Brand is popular in:- Australia- India- Malaysia- New Zealand
- Singapore- South Africa.
Nestle wanted to explore the potentialfor such an Instant food among theIndian market.
It took several years and lot of moneyfor Nestle to establish its Noodles brandin India.
Now it enjoys around 90% market sharein this segment.
Over the years Maggi has launchedseveral products under its Brand Name.
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InitialStatus of Maggi Maggi has faced lot of hurdles in its journey in India. The basic problem the brand faced is the Indian Psyche.
Initially Nestle tried to position the Noodles in the platform ofconvenience targeting the working women.
However, the sales of Maggi was not picking up despite of
heavy Media Advertising. To overcome this NIL conducted a research.
NIL's promotions positioned the noodles as a 'convenienceproduct', for mothers & as a 'fun' product for children.
The noodles' tagline, 'Fast to Cook Good to Eat' was also inkeeping with this positioning.
They promoted the product further by distributing free samples.Giving gifts on return of empty packets, etc.
Effective Tagline Communication.
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Hurdles Faced
Sales saw a decline in 1990s:- Formulation changed from Fried base to Air dried base.
Competition increased in noodle segment:- Top Ramen - Indo Nissin (Japanese co.)
New product launched in market but failed:- Dal Atta Noodles Sambhar flavour.
Maggi launched some new products under their brand, butthese products were not successful.:
- Ketchups, Soups, Tastemakers,etc.
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STPD AnalysisSegmentatio
n
Targeting Positioning Differentiatio
nAge Kids Fast to cook
good to eat
Taste
Eating Habits Youth 2-minute
noodles
Flavours
Lifestyle of
urban families
Office goers Taste bhi health
bhi
Packaging
Working Women
Health conscious
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STPD AnalysisSegmentation to
Differentiation:
Classic Noodles
5 10 yrs. Veg. Atta Noodles
Health Conscious.
Rice Mania
Teenage
Cuppa Mania
Office goers,
Working women.
k t t ti
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Market Penetration
Strategies Promotional campaigns in
school.
Advertising strategies: -focusing on kids.
New product innovationaccording to the need of
consumers: Veg. Atta Noodles. Dal Atta Noodles. Cuppa Mania.
Availability in differentpackages:
50 gms. 100 gms. 200 gms. family packs (400gms.).
Conducting regular marketresearch
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SWOT Analysis
Strengths Weakness Opportunities ThreatsMarket Leader. Heavily dependent on one
productUnexploited rural market Strong presence of regional
competitors
Brand Loyalty Minor distribution problems Increasing number of working youth Competitive pricing(Top Ramen)
Distribution Channels. Health related issue Affinity of Indians to chinese food
Innovative flavours forIndian taste buds.
Advertising Strategy.
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Do you think maggi is actually a healthy product ?YesNo
Do you think Maggi would retain its market standing in India ?YesNo
What do you prefer most ?Price
TasteBrand ImageIf any other , specify
Do you think sales-promotion campaigns are helping maggi in boosting sales ?Yes
No
I took the liberty of taking a survey of general public ( 20 people ) on the basis of theabove questionnaire.This questionnaire was very helpful in deriving various statistics of current status ofmaggi in the Indian market.The results are presented in the Conclusion below.
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The above pie-chart is based onthe market survey done on 20members of the society.
Their view clearly states that:65% People prefer Maggi becauseof its taste.
20% people fing maggis price
cheap and suitable.
10% have a trust on Nestles
Brand Image.The rest rely on different flavoursoffered by Maggi.
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Market Standing
Maggi remains the kind of the food industry
at 59% of market share.
Top Ramen is the weakest competitor atjust 7 % of market share.
Chings Secret is Maggis biggest
competitor at 23 % of the remaining marketshare.
Horlicks remain at an Average 10%.
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Current Scenario ofMaggi
Leading Brand in India aswell as World.
Current Sales: Approx. 90000 boxes Rs. 4,79,49,000 in Mumbai
10,00,000 boxes
55 cr. in India
Reasonable competitivepricing.
Creative interaction blogs forcustomers: www.maggi-club.in
Focus mainly on HealthBenefits.
World Market Share
Maggi 94%
Top Rame4%
Other Loca
2%
Maggi 94% Top Ramen 4% Other Local 2%
http://www.maggi-club.in/http://www.maggi-club.in/http://www.maggi-club.in/http://www.maggi-club.in/8/3/2019 Bo Final Ppt
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THANK YOU