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8/4/2019 Group Marketing Major Project
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Company Background :-
About Nestlé:
Ever since Henri Nestlé developed the first milk food for infants in 1867, which led to the
saving of the life of a neighbour¶s child, the Nestlé Company had aimed to build a company as
the world's leading nutrition, health and wellness company based on sound human values and
principles.
Nestlé with its global headquarters in Vevey, Switzerland was founded in the year 1866
by Henri Nestlé and today is the world's leading company in nutrition, health and wellness.They
employ around 283,000 people and have factories or operations in almost every country in the
world.
The company's strategy is guided by several fundamental principles. Nestlé's existingproducts constantly grow through innovation and renovation while maintaining a balance in
geographic activities and product lines. Nestlé never sacrifices their long-term potential for
short-term goals. The company's priority is to bring the best and most relevant products to
people, wherever they be, whatever their needs; throughout their lives.
.The group produces among other things, beverages, confectioneries, milk products,
bakery products, processed foods, chocolates, cooking aids, and pharmaceutical products.
Nestlé has presence in 83 countries worldwide with 509 factories spread across Europe,
America, Africa, Asia, and Oceania regions.
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Product background:-
MAGGI 2-MINUTE Noodles is one of the largest & most loved snack food brands that defines the Instant
Noodles category in India. Maggi has been a true childhood buddy. It took care of our hunger pangs
when we were away from our parents in a hostel or on a camp. Continuing the practice, now it is thefood kids eat without a fuss. Its that food which our moms let us have as a substitute to other outside
food we would have otherwise eaten!
Maggi seems to be just that perfect quick-snack between meals and is so easy to make that kids
sometime make it alone. Whats more it seems they now come enriched with calcium and proteins!
Taste bhi! Health bhi! scream the smalls kids in the ad!
Nestlé has been a partner in India's growth for over ninety years or so now and has built a very
special relationship of trust and commitment with the Indian community. The company's activities in
India have facilitated direct and indirect employment, and it also provides source of revenue to aboutone million people including farmers, suppliers of packaging materials, services and other goods.
Nestlé India introduced the Maggi brand in India in 1982 through Food Specialities Limited (FSL).
FSL marketed Maggi noodles, an instant noodles product, in India. For many years Nestle had sold the
Maggi instant noodles in countries such as Malaysia, Singapore, Hong Kong, China and Japan. And thus
leading the FSL executives to ask themselves, Why not India?
Here Nestlé had to promote noodles not only as a snack but also as a concept, before it could
promote Maggi as a brand. It therefore devised a two-pronged strategy to attract mothers on the
'convenience' factor and lure kids on the 'fun' factor. Gradually, the market for instant noodles began to
grow. For the first time, consumers got something that was hygienically packed and convenient to
prepare too. It was also the first fusion experiment on food in India. Instant noodles was an entirely new
category in the country, but it was given an Indian twist in an attempt to Indianise it.
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The Tastemaker was modified to suit the Indian palate. Maggi came in four variants: Masala,
Chicken, Sweet & Sour and Capsicum. Of these, only two have survived Masala and Chicken, the latter
sells largely in the eastern states. Thus Masala continues to be the flagship flavour in the rest of the
country.
The company also decided to focus on promotions to increase the brand's awareness in the
country. At the start, Nestlé's promotional activities for Maggi included schemes such as, offering gifts
(toys and utensils) in return for empty noodle packs. According to analysts, the focus on promotions
turned out to be the single largest factor responsible for Maggi's speedy acceptance as a brand in India.
Maggi is also sold in various packs which include the economy Rs. 5 pack, the normal Rs. 10 pack
apart from the family packs which have the 3-in-1 and 5-in-1 packs.
Even in the face of demand, analysts say that most of the Indian consumers are still conservative in
their food habits, and give importance to the perceived health benefits of traditional food. Therefore, it
still remains to be seen whether products like Maggi Atta Noodles, despite their 'health' focus, would
prevail in the long run. Currently Maggi has the following products and flavours under its noodles
category
1. 2-minute noodles 2.Vegetable Atta noodles 3. Dal Atta noodles 4. Cuppa Mania
Masala Yo!
Chilly Chow Yo!
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Market Analysis :-
Environment analysis :-
SWOTanalysis of Maggi Noodles :-
Distribution Distribution
Strength Analysis
y Strong Brand
y Market Leader
y Distribution
y Local Market Orientation
y Customized Packaging
y Strong backup
W eakness Analysis
y Health Issues
y Over-Dependence on one product
T hreat Analysis
y Competition
y Changing consumer trends
y Sectoral woes
y Health related problems
y Status consciousness
Opportunities Analysis
y High brand awareness of Indian consumer
y Packaging Industry
y Time constraint
y Newer flavors
y Capturing more rural market
y Growing youth population
y Growing affinity of Indian public to the
oriental cuisine
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Michael Porters Five Forces Model
An attempt is being made to study the forces affecting the sale of Maggi noodles.
Industrial
Rivalry Top Ramen ,
Chowmeen etc.
New Entrants
No potentialthreat of newentrants for
maggi noodles
Buyers
Customer Mind set,
Brand Image
Suppliers
Distributors
Raw materialsuppliers,Packaging
Substitutes
Chowmeen,
Fast food,Pasta
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Segmentation,targeting and positioning analysis;
Segmentation :-
1. Segmented the market on the basis of lifestyle and eating habits of the indian consumer :- Area wise,
Maggi has a larger urban presence showcasing the fact that affordability of Maggi in rural areas is still
low. But with the rising spending power of the newly emerging middle class and improving distribution
network of Maggi, rural consumers are set to be the primary targets in upcoming years. Maggi is also
promoting its Rs 5 value for money pack to enhance affordability and reach for all socio-economic class
of consumers
2.Focus mainly on age and appetite of the urban families:
In 2005, Maggi took the health platform by launching Veg Aata noodles. Aata which is a refined variety
of flour and healthier than maida, which was used in Maggi products earlier appealed to all the health
conscious people. This development was a step back from being classified as junk food.
2. Targeting:
On being launched, Maggi was the only player in the instant noodles category. Initially it launched itself
on the convenience platform targeting office going women. When found that the sales were not
growing in spite of heavy promotion, research and surveys were done which clearly stated that kids
were the largest consumers of the product. Thus Maggi re launched itself on the fun
platform.Currently,its major target markets include:-
1. Kids :maggi has an addictive taste which brings delight to the kids.Also,Maggi adapted various sales
promotion strategies of free gifts,toys,stationery hence, targeting the kids
2. Youth: Maggi was popular among the youth as it was good to eat,easy to cook and popular.
3. Working women:It provided working moms with a choice of quick preparation of breakfast or
snacks,bringing delight to them as well as their children.
4. Convenience to savvy time misers; as it can be prepared in 2 minutes,it provides a quick snack to
time savvy misers.
3. POSITIONING:
With every new campaign, they have appealed to a different segment in addition to the kids. First it was
marketed as an easy to cook snack with the tagline Fast to Cook. Good to eat. Later as the health
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consciousness of the masses came into picture, the campaign of healthy Maggi was introduced as Taste
bhi, Health bhi :-
1.Positioned their product with the well known slogan: slogans Maggi has always believed in positioning
their product with catchy slogans such as Fast to cook,good to eat.
2. 2minute noodles ;Maggi was positioned as an instant snack which could be prepared in two
minutes.
3. Taste bhi health bhi : even after the raising popularity of maggi,it was criticized on the grounds that
it made use of maida,it introduced healthier substitutes of atta noodles and dal noodles,repositioning
maggi.
4. Positioned their product as to get fast relief from hunger: Earlier, Maggi was positioned as fast to cook
and good to eat, but than it repositioned its strategy as to get fast relief from hunger.
Result:
People perceive Maggi mostly as an easy to cook and fast to cook instant food and our results shows
that. Out of 5 Maggis fast to cook parameter earned an average rating of 1.93 with 1 being the best.
Taste and easy availability of are considered moderately important assets Maggi, while consumers dont
think much about Maggi in terms of value for money and hygiene. Perhaps Maggi should thing about
restructuring the price and introduction of new 5 rupees pack is a right step in this direction. At the
same time to improve on hygiene concerns they have started the campaign of Taste Bhi, Health Bhi
along with introduction of Atta Noodles and Rice Noodles, which are more hygienic
(On scale of 1-5 mark your preference of Maggi parameters; 1 for best , 5 for
least)
Response
average
Response
total
Fast to cook 1.93 208
Taste 2.72 294
Easy availability 2.78 300
Value for money 3.60 389
Hygienic compared to local
products 3.97 429
Number of respondents 108
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STPD Table Formulation
Segmentation Targeting Positioning Differentiation
Age Kids Fast to cook Good to
eat
Taste
Eating Habits Youth 2-minute noodles Flavours
Lifestyle of urban
families
Office goers/
Working Women/
Health Conscious
People
Taste bhi Health bhi Packaging/
Health products
STPD Analysis
Product Target Segment
Classic Noodles Kids
Veg. Aata noodles Health Conscious
Rice Mania Teenagers, Rice lovers
Cuppa Mania Office goers, Working women
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Marketing Mix :-
1.Product:-
MAGGI 2-MINUTE Noodles is one of the largest snack food brands in the country and defines the
Instant Noodles category in the country. MAGGI 2-MINUTE Noodles has been renovated to provide 20%of the RDA* of Calcium and Protein for the core target group. When Top Ramen introduced
snoodles.maggi altered its strategy.The new formulation had thinner noodles and a changed flavour,
thanks to the tweaks done to the Tastemaker. The company reportedly wanted to inject fresh l ife into
the brand. Nestlé was in for a major shock. Maggi lovers all over the country rejected this new
formulation. Sales started declining alarmingly and even maintaining the previous year's sales level
seemed very difficult. Hence in March 1999, the classic taste of Maggi was revived and it helped boost
the sales of Maggi back up again.
The main problem that Maggi faced was the Indian Psyche. Indians generally dont adjust fast to new
tastes and when Maggi changed the taste of its product in 1995, the move backfired causing them to
bring back the original recipe. Since then, Maggis taste has become its strength and has been one of the
predominant factor in maintaining its high market share.
In 2005, Maggi took the health platform by launching Veg Aata noodles. Aata which is a refined variety
of flour and healthier than maida, which was used in Maggi products earlier appealed to all the health
conscious people. This development was a step back from being classified as junk food.
2. Price :
Considering the price points in the market for Maggi, it should continue to position itself in the snacks
and breakfast category itself, since few would be willing to accept it as a meal (Indian Consumption
Habits - Noodles still arent taken as proper food item). Affordable by all income groups. According to the
IDFC-SSKI report, almost 60% of FMCG sales volumes come from pricing points below 10 rupees.
Nestles share in the above has risen to around 30% from around 20% in the last few years. Thus the
pricing strategy of Maggi noodles is to keep increasing the supply of its products priced at Rs. 10 or less.
Thus, even as the company extends Maggi into new product categories, it has decided to push the
smaller 5 rupee pack of Maggi 2-minute noodles aggressively. Similar lower-price point strategy has
already been followed by soft drink companies Coca-Cola and Pepsi. This is being done to drive volumes
through affordability. Nestle had also used this strategy effectively for Nescafe coffee, by launching
Nescafe Redimix in packs of Re 1 and Rs 10.
Maggi has a range of packs from single, double to 8 pack and the price per pack decreases as the pack
gets bulkier.
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3. Place:
The distribution network is well spread. Maggi makes use of well stretched distribution channels of
Nestle to reach out its customers. Maggi is available in all parts of the country and generally in all kinds
of stores. It happens to be the most widely distributed product of Nestle in India.
Even then Maggi has a strong urban presence. It faces minor distribution problems in the rural area and
in parts where even the 10 rupee pack is not affordable. To counter this Maggi is trying to build
independent channels and bring out a new 5 rupee value for money pack. This would make sure that
Maggi is no more an aspirational product for any socio-economic class of customers.
New challenges have emerged in form of retailers coming up with their own brand of instant noodles
which are priced around 25% below the prices of Maggi and still offer around 30% profit margins to the
retailer in comparision with 12-15% of other FMCG companies.
4. Promotion strategies:-
Retailers Sales Promotion Initiatives:-
1. Maggi was distributed free in schools and offices to promote trials of the product
2. Return gifts on empty packs were given
3. Maggi Fun book and stickers with funky animal facts were provided to children
Organized Retails Sales Promotion Initiatives(Promotional schemes by Retailers and not by Nestle India
Ltd)
1. 7% discounts on 6 piece pack of 56 MRP
2. 5 Rs. Discount on 8 piece pack of 78 MRP
3. Company is coming up with schemes like giving one soup pack with an 8 piece pack
4. In past, Nestle India Ltd has had promotional schemes such as a free 4 piece pack with that of 36
instead of 40 packs
5. Large pack sizes are displayed at the top with decreasing pack sizes as going downward(To
increase visibility of larger packs)
6. Outer display shelves in huge retail stores and malls are purchased by the company itself (e.g.
Reliance Mart)
Public Relations
The Maggi club: In the recent past, children under 14 years of age were invited by press advertisements
and distribution of leaflets to become a member of Maggi Club by sending logos cut from 5 empty Maggi
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wrappers. Maggi projected it as Maggi clubbers are fun lovers and intended to use it as a reference
group. Maggi also organized school quizzes and sketching contests.
Also special privileges were given to regular members time to time like, discounted tickets of Appu ghar.
Benefits to Maggi Clubbers
Various games like Snap Safari game, cap and mask sets, travel India game, Disney today comics were
given as gifts to the members in return of 5 wrappers as purchase proof
Results of PR activities
1. Maggi got closer to the regular customers and entered the daily life of its consumers
2. The activities directly and indirectly boosted the sales by great numbers
3. The PR activities contributed to the formation of valuable direct marketing database
Advertising Strategies by Nestle for Maggi
For the most part, Nestle had predominantly used television as the media channel. However other
media channels such as print and internet have been used for newer variants.
Television Media
Initially Maggi was targeted at the working woman and later the upper middle class kids. To reach this
audience, Maggi primarily used television advertisements. Maggi was a sponsor for Hum Log, a populartelevision show on Doordarshan, Indias sole channel in 1984. This show had a viewership of around 60
million. Maggi sales increased from 1600 tons in 1983 to 4200 tons in 1985 as a result of this. Maggi has
continued to use television as its primary advertising medium.
New Product Entries
Newer variants like Maggi vegetable Atta noodles, Maggi Dal Atta noodles, Maggi Rice Mania noodles
and Maggi Cuppa Mania have been heavily advertised on TV. These advertisements have been
conceptualized and developed by Public India, an ad agency. Maggi Cuppa Mania was advertised the
maximum among the various 'Instant Foods/Meals' product category on TV during January-October
2008 it had a share of around 19% of the Instant Foods advertisements.
Targeting New Segments
Advertisements for Maggi Rice Noodle Mania variants like Shahi Pulao were mostly displayed on GECs
(General Entertainment Channels) rather than kids channels. This is because Maggi is now targeting its
products at the entire family and not only kids.
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Maggi noodles commercial ranked 3rd Mint-Synovate TV Advertisement Index survey, which surveyed
750 respondents across New Delhi, Mumbai and Bangalore. Maggi uses a continuous advertising
schedule for its TV ads since its products are not seasonal. TRPs for programmes as calculated by TAM
Media Research are used by the company to decide its sponsorship strategy for different programmes
aired on TV.
Print Media
Maggi did not focus heavily on print media during its launch since its initial target audience was mothers
and kids. Some advertisements in the print media were used to highlight the convenience factor of
Maggi. Maggi introduced this advertisement in various magazines in 2003 to celebrate 20 years of its
product in India. Maggi has recently come out with advertisements in some weekly magazines for its
new Atta noodles and Rice noodles variants. Maggi Rice Noodles Mania had the Highest Column
Centimeter in Print during Jan-Aug 07 among the instant foods category. Growth in noodles/pasta print
advertising grew by 42% in Jan-May 05 compared to Jan-May 04. Of this, Maggi Vegetable Atta Noodles
had 92% share. Maggis expenditure on print media is much lower compared to other media.
Other Media
In-shop cut-outs of Maggi noodles were used to encourage impulse purchase. Maggi launched its Maggi
Club in 1989 which allowed users to trade in empty covers for Maggi in return for exciting gifts. This
strategy was a huge success among kids.
Internet
Nestle Indias website (www.nestle.in) features all its recent Maggi offerings in its products section and
allows users to view TV commercials online as well. Recognizing the growing exposure of Indian middle
class kids and youngsters to the Internet, Maggi has relaunched its Maggi Club in an online version. The
idea of a club or engaging customer to constant cues by way of a social networking environment is
picking up in India after the success of sites like orkut.com and facebook.com. The site (www.Maggi-
club.in) has an India specific extension to enable it to rank higher in searches done from India. It is also
accessible from Nestle Indias website. Registration to the Maggi club online is open only for those
between 10-23 years of age. The site features a crossword, quiz of the day, contests, opinion polls,
group discussions and a hall of fame to highlight top scorers. It also encourages word-of-mouth
promotion by allowing users to score points by spreading the word about the club. The highest scorers
are rewarded with gifts. The content on the site is diverse and sufficient to keep viewers engaged.
Users can also sign up to receive mails about Maggi promotions, special offers and new introductions
thus enabling direct marketing to the e-savvy audience.
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Customer Analysis:-
A survey was conducted to analyse consumer behavior and to identify their perception towards
Nestle Maggi by interpreting the answers through research and other techniques.
1. Age Group :Know the age group of the respondent and establish the same of the target market.
Result:As already discussed we wanted to focus on the age group of 20-25. Result of this question shows
that out of 108, more than 82% of the respondents were within this age group.
2. Region:Find out the popularity of Maggi in different parts of India and their behaviour analysis.
Result: Due to constraint of medium of survey and majorly the survey being based in cities of Gurgaon,
Delhi, Jaipur,.Majority of the respondents are from the North region and west region. As total 49%
respondents are from north while 38% respondents are from west zone. So, this survey does not
indicate the trend of whole India, but majorly these two regions.
Age Group% of
Respondents
Number of
Respondents
<20 0.93% 1
20-25 82.41% 89
25+ 16.67% 18
Number of respondents 108
Which region do you belong to?% of
Respondents
Number of
Respondents
North 49.07% 53
South 6.48% 7
East 6.48% 7
West 37.96% 41
Number of respondents 108
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3. Frequency:Understand the consumption pattern of the proposed age group and its implications
on the strategy.
Result: Here we can see the consumption pattern of Maggi. Almost 30% of the respondents say that
they eat Maggi at least twice a week. While another 32% respondents vary between once a week to
twice a week. Hence we can see that despite not targeting this age group exclusively, Maggi still is able
to capture large chunk of market share from this target group, and if they focus more on this groups
than there is still a huge scope of improvement.
4.Preference of location:
Understand the consuming pattern of consumers with respect to their preference of location to
determine the promotion strategy.
Result: Here we can see that as many as 61% of the respondents said that given a choice they would
prefer to eat Maggi at home. So, here we can see that Maggi is still considered the evening snack made
at home. Also, 24% of the respondents, all of whom are college going youth said they would prefer
hostel. It shows growing popularity of Maggi amongst the college going youth.
How frequently do you eat Maggi in a month?% of
Respondents
Number of
Respondents
1-3 37.96% 41
3-7 32.41% 35
7-15 20.37% 22
15+ 9.26% 10
Number of respondents 108
Where do you prefer to eat Maggi? % of Respondents
Number of Respondents
Home 61.11% 66
Canteen 12.96% 14
Hostel 24.07% 26
Picnic 1.85% 2
Number of respondents 108
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5. Reason for eating:
Understanding the consuming pattern of Maggi and perception of Maggi amongst the consumers.
Result: For 40% of respondents Maggi is a preferential product. This means they would prefer
Maggi over other alternatives. This shows the positive perception and perceived value of Maggi
amongst consumers. Other 60% feels that there is no better alternative that is why they
consume Maggi. This shows superior quality of the product. Maggi has great brand value. They
can build and expand on it. Instant noodles market is growing at a very high rate and there are
many new entrants in the market.
Why do you eat Maggi?
% of
Respondents
Number of
Respondents
It is a preferential
product40.19% 43
No better alternative 59.81% 64
Number of respondents 107
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Competitor¶s analysis :-
Maggi is the market leader in the instant noodles segment. Nestle had introduced Maggi as per the
requirements of the customers in India targeting it at customers having time constraints,using
appropriate positioning strategies and hence building high brand equity.However,due to consistent
growth in FMCG market sector and increasing demand of food processing, Maggi is faced with toughcompetition from both local manufacturers as well as other companies such as Top Ramen Snoodles,
HUL instant noodles,chowmein and other instant foods. We can better explain it with the following
surveys:
Alternate Products
Find out where Maggi stands in term of its direct rivals and to analyze it
Result:
As we can see from the graph here, Maggi is by far the most preferred product amongst the instant
noodles market with rating of 2.22- leading by a large margin. Other products are not much preferred
and have almost similar ratings. Players like Wai-Wai and Chings Secret, which are considerably new in
the market have almost catch up with Top Ramen so Maggi will have to be on its toes and will have to
constantly improvise to retain its market leaders position.
1. Alternate Products
Find out where Maggi stands in comparison of other instant, ready to eat products.
1. Rate the following products in order of preferenceResponse
average
Response
total
Maggi2.22 240
Private Players
(Spencers)3.35 362
Wai-Wai 3.16 341
Chings Secret 3.24 350
Top Ramen 3.03 327
Number of respondents 108
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Result:
Maggi is the most preferred ready to eat product with a rating of 2.45. Frozen pizzas are also getting
quite popular in this market. Other products have not gained much popularity yet. Further
diversification or innovation with improvement in product will help in further establishing Maggi as the
leader.
Despite facing competition from Top Ramen snoodles and wi wi, Maggi
continues to be the market leader in instant noodles segment.It has
managed to develop consumer loyalty by its marketing tactics and
strategies.
2. Rate your taste preference if available as your ready to eatResponse
average
Response
total
Maggi 2.45 265
Frozen Paratha 3.35 362
Chinese Noodles 3.09 334
Frozen Pizza 2.76 298
Pasta 3.34 361
Number of respondents 108
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Conclusion :-
Maggi has been a brand which is very closely associated in our lives. It has provided new dimensions to
instant food markets capturing significant share of heart of consumers specially the kids and the youth.
Despite being in a highly competitive market it has been able to be sustain its customer base and share
of market. The market research conducted was extensive and laid a base for determining
segmentation,taregeting and positioning,which defines the growth story of Maggi. The positioning of
Maggi initially failed due to wrong targeting,but its repositioning strategy of targeting children and
youth worked wonders. It defined new untapped markets and growth opportunities. The marketing mix
strategy which enabled availability of Maggi at every nook and corner of the city, accompanied with
efficient selling and distribution management, lead to significant growth in its sales.Also,its advertising
strategies and appropriate media mix lead to capturing share of mind by increasing brand retention and
brand recall. Maggi has been a success story, which despite of ups and downs, continues to retain its
position of market leader with 44 percent of the total share in instant noodles category.
"Maggi has managed to enter Indian homes to change the traditional food habits of Indian
children on their promise of convenience. This brand has understood the psychology of Indian
mothers and positioned itself for mother-child indulgence."
- Business Week.
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Appendix A :-
History of Maggi:
Maggi owes its name to Julius Maggi (1846 - 1912). He was the founder, entrepreneur and
inventor of the first product to bear the brand - MAGGI Soup Seasoning. Born in Frauenfeld, Switzerland,
Julius took over a hammer mill from his father in 1869. At the time the milling industry was in crisis
which enabled Julius to open up new areas of production. He got in touch with physician Fridolin Schuler
who had a concept for improving the nutritional content of meals for the labour classes by making
packaged foods out of milled pulses or legumes.
Together they began developing their product and after two years of experimentation, the first
industrially produced leguminous flour was put on the Swiss market in 1884. When the expected market
breakthrough did not occur, Julius went back to the drawing board and created the Maggi ready-to-use
soups in 1886. He then launched the Maggi flavouring later in the year. More and more products
followed out one after the other between 1887 and 1889. Julius opened subsidiaries inParis, Vienna,Berlin, Bregenz, Singen, and London and also a representative office in the US. The Maggi brand began
to spread swiftly around the world.
Julius Maggi died at the age of 66 following a stroke but his legacy continues to this day. The
company that Julius had founded merged with Nestlé in 1947 and from then on Nestlé has been the
proud custodian of this trusted brand. Over the years, Maggi has grown as a brand and positioned itself
as a Fast to cook! Good to Eat! food product. Towards the end of the century, Maggi was not only
producing powdered soups, but bouillon cubes, sauces and ketchups, and other various flavourings too.
On the global front, Maggi is primarily seen as a brand of dehydrated cooking aids that have slowly but
surely transformed to being a universal savoury brand with numerous ready-to-eat meal variants and
frozen foods. However in India, which is the largest consumer of Maggi noodles in the world. It was only
launched in 1980s by the Nestlé group.
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Appendix B:
Depicting the growth of magigi in the untapped Indian markets.
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Project on Maggi noodles
Submitted by:-
Section A
Group - 5
Aditi Atre 2010014
Abhinav Gogia 2010005Akanksha Pahwa 2010021
Ankit Gupta 2010034
Anuj Arora 2010042
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Topic of the study:
To conduct a research on Maggi instant noodles,on the basis of market analysis includingenvironment analysis, customer analysis, competitor¶s analysis and advertising strategies. In
addition, an attempt is being made to study the segmentation,targeting and positioning of maggi
and presenting conclusions.
Justification and relevance:-
Think of noodles and the first name that comes to your mind is more likely to be Maggi. Maggi
owned by Nestlé is a brand that created a category for itself in the Indian food market. The
brand which is famous for its range of instant noodles, has evolved into a umbrella brand for
Nestlé in the food segment, under which a variety of culinary products and cooking aids are soldall over the world, such as sauce and ketchups, soups, magic cubes, bhuna masala and even
coconut milk powder.
Maggi instant noodles has been a brand which defines how effective marketing strategies can
help in reaping adequate profits and market share in the competitive arena. Ever since Maggi
noodles was launched it has managed to create brand faith and customer loyalty.The biggest
strength of Maggi was its flexible approach and its ability to adapt itself as per the needs of the
target market. When Maggi noodles was perceived as an unhealthy product, they immediately
changed their perception by introducing healthy substitutes of Maggi of vegetable atta noodles
and dal atta noodles. When the traditional tastemaker was changed, the sales declined by large
numbers and Maggi had to re- introduce it¶s original taste.The manner in which they
repositioned themselves was remarkable. Their segmentation,targeting and positioning
strategies based on geo-demographics and Indian psyche,lead them in achieving commanding
heights.