MaggieThe Product Life
Cycle
Introduction of Maggie 2-Introduction of Maggie 2-minutes Noodlesminutes Noodles
It’s a Brand of instant Noodle made by Nestle India Ltd.
It was found by the Maggie family in Switzerland in the 19th century.
Nestle launched Maggie for the first time in India in the year 1982.
The Brand is popular in:
- Australia
- India
- Malaysia
- New Zealand
- Singapore
- South Africa.
Nestle wanted to explore the potential for such an Instant food among the Indian market.
It took several years and lot of money for Nestle to establish its Noodles brand in India.
Now it enjoys around 90% market share in this segment.
Over the years Maggie has launched several products under its Brand Name.
GRAPHICAL REPRESENTATION OF A TYPICAL LIFE CYCLE
Time
Do
llar
s
ProductCategory Profits
ProductCategory Sales
IntroIntroStageStage
GrowthGrowthStageStage
MaturityMaturityStageStage
DeclineDeclineStageStage
0
Market Penetration Market Penetration Strategies Strategies
New product innovation according to the need of consumers: – Veg. Atta Noodles.
– Dal Atta Noodles.
– Cuppa Mania.
Availability in different packages: – 50 gms.
– 100 gms.
– 200 gms.
– family packs (400gms.).
■Classic Noodles –
5 – 10 yrs.■Veg. Atta
Noodles – Health Conscious.■Rice Mania –
Teenage ■Cuppa Mania –
Office goers, Working women.
CATEGORIES OF NEW PRODUCT/REVISING THE PRODUCT
New-To-The-WorldNew-To-The-World
New Product LinesNew Product Lines
Product Line Additions
Product Line Additions
Improvements/Revisions
Improvements/Revisions
Repositioned Products
Repositioned Products
Lower-Priced Products
Lower-Priced Products
SixCategories
ofNew
Products
SixCategories
ofNew
Products
Comparing the prices…
Current Scenario of Maggi
Leading Brand in India as well as World.
Current Sales: Approx.
– 90000 boxes
– Rs. 4,79,49,000 in Mumbai – 10,00,000 boxes
– 55 cr. in IndiaReasonable
competitive pricing.Creative interaction
blogs for customers: – www.maggi-club.in
Focus mainly on Health Benefits.
World Market Share
Maggi 94%
Top Ramen
4%
Other Local
2%
Maggi 94% Top Ramen 4% Other Local 2%
Thank you