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Team Members:Nayomi Mehta | Nirjara Vyas | PuneetTandon | Rohit Singh

Siddharth Dikhale | Sumitabh Swarnakar | Vani Bandhu

Fast To Cook, GoodTo Eat.

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Market leader in Instant Noodle Segment.

It has high brand recall and is synonymous with noodles.

Has retained its legacy over 25 years.

Slogan: Fast to good, Good to eat.

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TARGET MARKETS Children and Teenagers Studying Age Young Adults Middle-Aged Adults

MARKET DEMOGRAPHICSRegion: urban, semi-urban, rural (recent) Occupation: Housewives, working

professionals, self-employed Sex : Unisex Family life cycle: Young, single,married with children

Behavioural:Occasions: Regular, Everyday user-urban, rural-depends on the temporal

aspects of the consumers life(varied usage in terms of time of time of day,week, month, year) User status: first time user-rural, potential users-semi-urban, heavy users-urban Usage rate: Heavy user-urban, light-rural, medium-semi-urban Loyalty status: hard core and shifting loyals Buyer-ReadinessStage: rural-some are aware, semi-urban:some intend to buy(aware,

informed),urban: informed(some desire,some intend to buy) Attitude towardproduct: Enthusiastic, positive

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MARKET

PENETRATION

(Upgrade existing variants ofMAGGI)

PRODUCTDEVELOPMENT

(Introduce new variants ofMAGGI)

MARKETDEVELOPMENT(Finding new markets forexisting variants of MAGGI)

DIVERSIFICATION(Launch totally new variants ofMAGGI in totally new markets)

EXISTING PRODUCTS NEW PRODUCTS

EXISTING

MARKETS

NEWMARKETS

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STARS

(MAGGI VEG Atta

Noodles)

QUESTION

MARKS

(MAGGI Chicken, DalAtta Noodles)

CASH COW

(MAGGI masala flavour)

DOGS

(MAGGI tomato, Curryflavours)

MARKETGROWTHRATE

HIGH

LOW

RELATIVE MARKET SHARE

HIGH LOW

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STRENGTHS Strong brand recall and product is almost synonymous to the brand. Market leader with over 80% market share. Highest advertising share with 73% share in print and television media. Emotional relationship with the consumer.

A strong distribution network of the parent company Nestle. Established Family Brand. Strong Global Corporate Brand.

WEAKNESSES Tagged for some products as having no health value. It has tried to bring in innovation but has failed eg. Dal Atta Noodles The product features have remained almost since inception in 1983. Low Rural Market.

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OPPORTUNITIES Tremendous growth is projected. Increase in the potential consumer base i.e single working professionals. Rapid economic growth and rising disposable income. Rural base is potential.

High brand awareness of Indian Consumer.

THREATS Competition is increasing with established competitors in other segments

are foraying into noodles segment seeing the capacity Top Ramen has come up with exciting instant noodle offerings. Less entry barriers in this product category.

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POLITICAL

ECONOMICAL SOCIAL

TECHNOLOGICAL

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POLITICAL Since liberalization, measures have been taken with regard to regulation

and control, fiscal policy, export import, taxation etc.

Food processing and agro have been given high reliefs and incentive. Income Tax Act 100% deduction -> 5 years 25% -> 5 years

SOCIAL Mothers perception of healthy food Rural and Urban penetration Taste and preferences were considered (Thrilling Curry, Tricky Tomato) Healthy market tapped.

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81%

10%

6%

2% 1%

Market Share

Maggi

Top Ramen

Wai Wai

Nissin

Private

Label

ECONOMIC

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Ready to eat food processed food market is pegged at a staggering Rs

500 billion Instant noodle market is valued at Rs 13 billion.

ECONOMIC

TECHNOLOGICAL

MSG free noodles. 2 minute ingredients Cup variants

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TOP RAMEN'Don't be a noodle, be a Smoodle,' was the ad that brought the Top Ramen brand intolimelight when it was launched in 1991.Market share FY 2005-2006: 14%

Variety:a) Packet Noodles: Macho Masala, Funky Chicken, Oye Tomato, Curry Smoodles.b) Cup Noodles: Spicy Vegetable, Tangy Chicken

ITC SUNFEAST PASTA ITC launched India's first instant pasta snack, Sunfeast Pasta Treat in 2005.

Made from high protein Durum wheat, Sunfeast Pasta Treat is not fried and does not contain

maida, making it a nutritious snack. This ready to cook pasta comes with a sauce maker inside

the pack. Market share FY 2005-2006: The ready-to-eat Sunfeast Pasta Treat has clocked 6% of the

branded noodles volume in just one year.

Variety:

It is currently available in four exciting flavours: Masala, Tomato and

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QUERIES?