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    Shailesh Bhadra
    Maggi is a popular brand of instant noodles made by Nestle India Ltd. It was first introduced in India in 1982 as Maggi 2-Minute Noodles. Through effective marketing strategies focusing on convenience and taste, Maggi was able to gain a large market share in India. Over the years, Maggi expanded its product portfolio and adapted to different stages of the product life cycle through innovations, promotions, and adjusting pricing. While facing some decline, Maggi remains the market leader in instant noodles in India through maintaining its positioning of a quick and enjoyable snack.

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    Team 3

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    Shailesh Bhadra
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    Maggi is a popular brand of instant noodles made by Nestle India Ltd. It was first introduced in India in 1982 as Maggi 2-Minute Noodles. Through effective marketing strategies focusing on convenience and taste, Maggi was able to gain a large market share in India. Over the years, Maggi expanded its product portfolio and adapted to different stages of the product life cycle through innovations, promotions, and adjusting pricing. While facing some decline, Maggi remains the market leader in instant noodles in India through maintaining its positioning of a quick and enjoyable snack.

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    Maggi Branding

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    Maggi is a popular brand of instant noodles made by Nestle India Ltd. It was first introduced in India in 1982 as Maggi 2-Minute Noodles. Through effective marketing strategies focusing on convenience and taste, Maggi was able to gain a large market share in India. Over the years, Maggi expanded its product portfolio and adapted to different stages of the product life cycle through innovations, promotions, and adjusting pricing. While facing some decline, Maggi remains the market leader in instant noodles in India through maintaining its positioning of a quick and enjoyable snack.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    138 views38 pages

    Team 3

    Uploaded by

    Shailesh Bhadra
    Maggi is a popular brand of instant noodles made by Nestle India Ltd. It was first introduced in India in 1982 as Maggi 2-Minute Noodles. Through effective marketing strategies focusing on convenience and taste, Maggi was able to gain a large market share in India. Over the years, Maggi expanded its product portfolio and adapted to different stages of the product life cycle through innovations, promotions, and adjusting pricing. While facing some decline, Maggi remains the market leader in instant noodles in India through maintaining its positioning of a quick and enjoyable snack.

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    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 38

    COOKING UP MAGGI NOODLES

    BYShailesh Bhadra - 5 Amir Choudhary - 15 Richa Gupta - 25 Priyanka Ingle - 28 Bhavya Prabhakar - 55 Akriti Sahai - 60 Kimaya Samant - 62
    30-Sep-13 1

    What is the brand name that comes to your mind when you hear the word

    NOODLES ?

    30-Sep-13

    The Brand Maggi

    30-Sep-13

    30-Sep-13

    STORY OF MAGGI 2-MINUTE NOODLES


    Its a Brand of instant noodles made by Nestle India Ltd. It was founded by the Maggi family in Switzerland in the 19th century..

    The Brand is popular in: -Australia -India -Malaysia -New Zealand -Singapore -South Africa
    30-Sep-13 5

    Nestle wanted to explore the potential for such an instant food among the Indian market. Now it enjoys around 90% market share in this segment. Over the years Maggi has launched several products under its Brand name.

    30-Sep-13

    The Birth in India


    Nestl India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestl SA, introduced the Maggi brand in India in 1982,

    with its launch of Maggi 2 Minute


    Noodles, an instant noodles product.

    It blended with Indian culture by


    introducing masala flavor
    30-Sep-13 7

    INITIAL STRATEGIES OF MAGGI


    NILs promotions positioned the noodles as a convenience product for mothers & as a fun product for children. The noodles tagline , Fast to Cook, Good to Eat was also in keeping with this positioning. They promoted the product further by distributing free samples, giving gifts on return of empty packets ,etc.

    Effective Tagline Communication.

    30-Sep-13

    Effective communication
    Maggi chose indian line Mummy bhookh lagi hai, bas 2 minute as its jingle which gave a brand recall and a connect to the indian culture The jingle was made keeping in mind the positioning of maggi which was convenience for housewife and her involvement with kids The jingle also connected with the fast to cook, good to eat positioning of maggi

    30-Sep-13

    The 4 Ps

    30-Sep-13

    10

    MAGGI-Product mix
    MAGGI 2-MINUTE Noodles MAGGI Vegetable Atta Noodles MAGGI CUPPA MANIA MAGGI Vegetable Multigrain Noodles

    30-Sep-13

    11

    PRODUCT LEVELS: CUSTOMER VALUE HIERARCHY


    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.
    12

    30-Sep-13

    PRODUCT VARIANTS

    Taste Bhi, Health Bhi

    30-Sep-13

    13

    MAGGI-Pricing
    Maggi 2-Minute Noodles (Chicken) Maggi 2-Minute Noodles (Curry) Maggi 2-Minute Noodles (Masala - spicy) Maggi Rice Noodles Maggi 2-Minute Noodles (Veg atta) Maggi Dal Atta Noodles
    30-Sep-13

    95 gms 100 gms 100 gms

    12.00 13.00 12.50

    95 gms 15.00 200 gms 30.00 100 gms 13.00


    14

    Nestle had extended Maggi noodles and seasoning to the

    bottom-of-thepyramid segment by selling


    Rs. 4 and Rs. 2 packs at select low-income markets like Mumbai's Dharavi.

    The Economic Times, Aug12, 2010


    30-Sep-13 15

    MAGGI-PLACEMENT
    The distribution network is well spread almost everywhere in India,as it is easily available in all kirana stores, retail stores etc.

    Whenever, Wherever, However Connecting with Customers out of homeon the move Maggi Fun spots Supply in other nestle kiosks ITES/BPO employees
    30-Sep-13 16

    30-Sep-13

    17

    MAGGI: Promotion
    Sales Promotion Exchange schemes Price-off offer Scratch n Win Offers Money back offer.. Sponsor school quiz.. Awareness campaign..

    30-Sep-13

    18

    Advertisement
    Effective Taglines

    30-Sep-13

    19

    STPD ANALYSIS
    SEGMENTING TARGETING POSITIONING DIFFERENTIATION

    AGE

    KIDS

    FAST TO COOK, GOOD TO EAT


    2-MINUTE NOODLES TASTE BHI, HEALTH BHI

    TASTE

    EATING HABITS

    YOUTH

    FLAVORS

    LIFESTYLE

    OFFICE GOING PEOPLE

    PACKAGING

    30-Sep-13

    20

    PRODUCT LIFE CYCLE OF MAGGI

    30-Sep-13

    21

    PLC OF MAGGI

    TIME
    30-Sep-13 22

    INTRODUCTORY STAGE OF MAGGI

    The product launched keeping in mind the working women and children No competition It was the pioneer in the instant noodle market.

    Distribution channel Producer -- Distributor -Retailer -- Consumer


    30-Sep-13 23

    INTRODUCTION CONT
    PRICING The initial pricing strategy was low pricing strategy to make product affordable. PROMOTION Promotion focuses on awareness and information Promoted with the tag line BAS 2 MINUTE. Promotion done by - Giving gifts on empty packets.

    30-Sep-13

    24

    MAGGI GROWTH STAGE


    Sales increased. 50% market share. No.1 brand. PRICE- prices were kept normal.
    Entry of Competitor

    PRODUCT- no any new changes

    PROMOTION-GOOD TO EAT FAST TO


    COOK
    30-Sep-13 25

    MARKET PENETRATION STRATEGIES


    Promotional campaigns in school.

    Advertising strategies: Focusing on kids


    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(400 gms) Conducting regular market research.
    30-Sep-13 26

    MAGGI MATURITY STAGE

    Introduced new Variety.


    Price Rs. 5 Onwards. Big Time Promotional Offers.

    30-Sep-13

    27

    MATURITY CONT
    PRODUCT - Maggi introduced wide variety of products like Dal atta noodles, Chicken maggi, Maggi cuppa mania.
    PRICE - Maggi still comes in very affordable prices starting from Rs. 5, they reduced the quantity instead of increasing price. DISTRIBUTION - Distribution became more intensive. Adopted various intensive programme for encouraging the product over their competitors in the market.
    30-Sep-13 28

    Segmentation To Differentiation

    Classic Noodles - 5 to 10 yrs.. Veg. Atta Noodles - Health conscious.

    Rice Mania teenagers..


    Cuppa Mania - office goers.

    30-Sep-13

    29

    MAGGI DECLINE STAGE


    Sales saw a decline in 1990s. -Formulation changed from fried base to air dried base. New product (Maggi Macaroni) launched but failed. Tough competition from TOP RAMEN.

    30-Sep-13

    30

    Reintroduction of MAGGI Noodles


    Reintroduced in 1999 Increased Distribution Focus on new segments of Society

    New & Interesting TV


    Commercial Using common people in commercials

    30-Sep-13

    31

    30-Sep-13

    32

    30-Sep-13

    33

    30-Sep-13

    34

    30-Sep-13

    35

    SUGGESTIVE BRANDING STRATEGIES


    - Focus on creating distinctive image, based on twin benefits of INSTANT and HEALTHY with emphasis on health conscious and rural markets. - Conduct promotional campaigns at schools in small towns with population more than 10,000. - Strengthen the distribution channel of the rural areas within 100 km of all the metros. - In-film branding and In-TV branding can help maggi build a higher brand equity

    - Foray into other food products like biscuits, chips, etc. under its sole brand name would not only help in Brand extension but will also enhance Maggis market share and Brand equity.
    30-Sep-13 36

    Can MAGGI Enter BISCUIT Category??


    - Yes Maggi can enter biscuit category in masala biscuits as well as health biscuit segment - It will maintain the positioning of Maggi which is convenience as well as fun food for kids - Maggi can do test marketing of their biscuits by providing free samples with their existing products - Maggi can differentiate in the huge clutter of biscuits with the help of its packaging and communication

    30-Sep-13

    37

    THANK YOU

    30-Sep-13

    38

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