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Team Members:Nayomi Mehta

Nirjara VyasPuneet Tandon

Rohit SinghSiddharth Dikhale

Sumitabh SwarnakarVani Bandhu

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Nestle introduced the maggi brand in India in 1982. With its launch of Maggi 2 minutenoodles, NIL created an entirely new food category in the Indian packaged foodmarket.The brand is very popular in many countires.Maggi is a brand of instant soups andnoodles. It recently introduced a new varities of its noodles to carter to the healthconscious customers like less salt and no trans fats.Over the years, in Inida maggi

noodles became a popular snack food product. NIL offered a variety of culinary productssuch as instant noodles,soups,sauces and ketchups,cooing aids etc under the maggi brand

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TARGET MARKETS Children and Tweenagers 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 childrenBehavioural: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) Userstatus: first time user-rural, potential users-semi-urban, heavy users-urban Usagerate: Heavy user-urban, light-rural, medium-semi-urban Loyalty status: hard core andshifting loyals Buyer-Readiness Stage: rural-some are aware, semi-urban:some intendto buy(aware, informed),urban: informed(some desire,some intend to buy) Attitudetoward product: Enthusiastic, positive

Psychographics:Lifestyle: Hard pressed for time

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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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POLITICAL

ECONOMICAL SOCIAL

TECHNOLOGICAL

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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 PASTAITC 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 brandednoodles volume in just one year.

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

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MAGGI TOP RAMEN

Quantity Price Quantity Price

50g Rs.5 50g Rs.4

100g Rs. 10 170g Rs. 18

200g Rs. 2o 270g Rs.35

400g Rs. 40 480g Rs. 50

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Maggi

81%

Top Ramen

10%

Wai Wai

6%

Nissin

2%

Private Label

1%