Maggi noodles : ECONOMIC SURVEY

DEMAND ANALYSIS OF MAGGI NOODLES

Presented By: Afroze Mansuri

Devesh Dubey Dipak Upadhyay

Malvika Bansal Vinaya Nadar

ROAD MAP Introduction of Maggi Noodles. Brand Journey. STPD Analysis. Survey. Conclusion. Experience.


INTRODUCTION OF MAGGI NOODLES • It’s a Brand of instant Noodles made by Nestle India Ltd.

• It was found by the Maggi family in Switzerland in the 19th century.

• Nestle launched Maggi 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 Maggi has launched several products under its Brand Name. Eg: maggi ketch-up, pasta, bhuna masala, instant soups.

Source: www.maggi.in


• “What Xerox is to photocopier, and Colgate to toothpaste, MAGGI is to noodles in India.” – Economic Times, 2003.

• MAGGI has been a main stay in the Indian markets for a long time now. MAGGI and noodles are synonymous.

• India has emerged as the largest consumer of MAGGI noodles across the nestle operations in the world. – Economic Times.

• Nestle unleashed brand MAGGI in India almost 25 years ago in 1983 with the launch of its traditional “2-minute noodles”.

• Market driver in instant noodles category since 15 years in a row.

Source: www.allaboutmaggi.com/

BRAND JOURNEY


Segmentation Targeting Positioning Differentiation

Age Kids Fast to cook, good to eat

Taste

Eating habits Youth 2-minute noodles Flavors

Lifestyle of urban families

•Office goers•Working women•Health conscious people

“Taste Bhi Health Bhi”

Packaging

STPD ANALYSIS

*Business Today, 2009.


• The survey was conducted in the areas in and around Navi Mumbai including Vashi, Sanpada, Juinagar, Nerul, Belapur.

• The sample contains responses from all age groups including working men and women, housewives, pedestrians and senior citizens.

Source: Survey Conducted

SURVEY

What comes 1st in your mind when you hear the word MAGGI?

Are you a consumer of MAGGI Noodles?

If yes, how often do you consume Maggie Noodles?

What is the brand that comes to your mind when we say the word ‘Noodles’?

With what products would you associate the brand MAGGI?

Rank the following MAGGI products with respect to frequency of purchase with 1 being the highest value?

On a scale of 1 to 5 rate MAGGI on the following parameters?

Rank the categories which MAGGI should look into, in the future?

How do you perceive MAGGI products?

Which MAGGI products in noodles category do you regularly buy?

Do you perceive MAGGI noodles as a healthy product?

You came to know about MAGGI from?

Do you remember any of the MAGGI Noodles commercials on TV?


CONCLUSION

• Maggi has achieved a great position in market and this product is least affected by it’s competitors (Top Ramen, Yipee, etc.)

• Maggi original has been the best, it’s flavors were not able to whet the appetite to the same extent.

• Maggi from last 20 years has managed to remain unbeaten in the market because it has always given more preference to the taste of people.

Source: Survey Conducted


EXPERIENCE First and foremost thing learned by this experience is , ‘how the real world works’.

Secondly, this being the first survey conducted by us on our own we learned the importance of using simple and to the point statements in our questionnaire.

We also got an insight of lives of people of various age groups as to what their eating habits are.

We learnt how different the perception of same class/group of individuals can be.

Last but not the least we also understood that excess of anything can reverse its effect through the statement that ‘MAGGI NOODLES – A LIGHT MEAL WHICH PROVIDES PLEASURE WHEN EATEN WITH BALANCE AND UNDERSTANDING ’.