MARKETING MIX OF

Taste Bhi Health Bhi

NOODLES

Presented by:Gracefull

Hari Mohan

Joe

Kushagra

Raja Mukesh

The Story of Maggi The history of this brand traces back

to the 19th century when industrial revolution in Switzerland created factory jobs for women, who were therefore left with very little time to prepare meals.

Due to this growing problem Swiss Public Welfare Society

asked a miller named Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest. Julius, the son of an Italian immigrant came up with a formula to bring added taste to meals in 1863.

• Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestlé SA, introduced the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles product.

The Birth in India

Launched in five flavors initially –

• Masala

• Chicken

• Capsicum

• Sweet & Sour

• Lasagna

The 4 P’s

The four marketing decision variables are:

Price variables• Allowances and deals• Distribution and retailer mark-ups• Discount structure

Promotion variables• Advertising• Sales promotion• Personal selling• Publicity

The 4 Ps of marketing classify the controllable elements ofmarketing plan.

Product variables• Quality• Models and sizes• Packaging• Brands• Service

Place variables• Channels of distribution• Outlet location• Sales territories• Warehousing system

MAGGI-Product mix

• MAGGI 2-MINUTE Noodles

• MAGGI Vegetable Atta Noodles

• MAGGI CUPPA MANIA • MAGGI Vegetable Multigrain

Noodles

**FCL: Full Container Load; Full Carload

PRODUCT LEVELS: CUSTOMER VALUE

HIERARCHY• There are five segments in customer value

hierarchy that is:1. Core benefit2. Basic product benefit3. Expected product benefit4. Augmented product benefit5. Potential product benefit.

PRODUCT LEVELS(contd.)• Core benefit - “FAST TO COOK & GOOD TO

EAT”.

• Basic product benefit - good taste with proper nutrition levels and good health.

“TASTE BHI HEALTH BHI”

• Expected product benefit - proper and a good package & fully packed seasoning tastemaker & affordable prices. (Competition)

MAGGI-PricingMaggi 2-Minute Noodles(Chicken)

95 gms 12.00

Maggi 2-Minute Noodles(Curry)

100 gms 13.00

Maggi 2-Minute Noodles (Masala - spicy)

100 gms 12.50

Maggi Rice Noodles 95 gms 15.00

Maggi 2-Minute Noodles (Veg atta)

200 gms 30.00

Maggi Dal Atta Noodles 100 gms 13.00

The Economic Times, Aug12, 2010

Nestle had extended

Maggi noodles and seasoning to the

bottom-of-the-pyramid segment by selling

Rs 4 and Rs 2 packs

at select low-income markets like Mumbai's Dharavi.

MAGGI: Placement• The distribution network is well spread

almost everywhere in India,as it is easily available in all kirana stores, retail store etc.

Whenever, Wherever, However

• Connecting with Customers out of home…on the move

• Maggi Fun spots

• Supply in other nestle kiosks

• ITES/BPO employees

MAGGI: PromotionSales PromotionExchange schemes

Price-off offer

Coupons

Scratch n Win Offers

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Effective Taglines

Any questions