Maggi Noodles Project

8/10/2019 Maggi Noodles Project

1/35

ACKNOWLEDGEMENTI would like to whole hearty thank and express m y sincere gratitude to Mr.

Manish Jain Head of the Department GIMS for su ggesting me this problem

and for giving an insight in delaing with the su bject

.I am highly obliged to Mr. Himanshu Katare and All Faculty member, for

guiding me in various a spects of this p roject like conducting eld work and

designing questionnaire and suggesting me the Project Work and helping me

in nalising the Report. I express m y gratitude to all the cu stomers who very

kindly discussed various aspects of this study and provided useful

suggestions for di scussing various p roblems.

Lastly, I Must express my gratitude to all the elders of the family and

citizen of the city who blessed me in course of discussion. I also extend my

sincere thanks to my family and my friends for their encouragement and

support.

PRADEEP KUMAR LUHAR

1


2/35

GYANVEER INSTITUTE OF MANAGEMENT AND

SCIENCE

CERTIFICATEThis to certify that Mr. Pradeep Kumar Luhar Student of . .A. (H!"#$ IIIRD

SEM % GIMS Has diligently worked on the Project Report of the onsu!er "uying

"eha#iour of $ Ma&&'%& He has done this 'ork under My Guidance and Super#ision&

This project work is original and not su !itted earlier for the award of any degree or

associate ship of any other )ni#ersity&

*uring this study he !ade !eticulous efforts for its co!pletion& I wish hi! all

the est in this sincere endea#ors for a right and successful future&

MR. MANISH (AIN Mr. H'ma"#hu Ka)are Head !* )he Depar)me") Super+'#!r

E,)er"a- E,am'"erName

S'&"

+


3/35

-

,


4/35

DECLARATION

I here y declare that the project work entitled /MAGGI0 su !itted to

the GYANVEER INSTITUTE OF MANAGEMENT AND SCIENCE SAGAR is a

record of an original work done y !e under the guidance of MR. HIMANSHU

KATARE -ecturer . /aculty Me! er at the GYANVEER INSTITUTE

MANAGEMENT AND SCIENCE SAGAR I also ensure that this work done y !e is

purely original and is !y own creati#ity&

Da)e PRADEEP KUMAR LUHAR

P-a1e E"r!--me") "!. I2345565

0


5/35

TABLE OF CONTENTS

1. EXECUTIVE SUMMARY.042. INTRODUCTION...053. MAGGI BRAND IN INDIA.054. BRAND STORY..065. PRODUCT VARIENTS..106. MARKET SHARE....117. RESEARCH METHODO OGY....12!. OB"ECTIVE.12

#. RESEARCH P AN..1210. DATA CO ECTION P AN1311. METHODO OGY..1312. SURVEY RESU T.1413. S$OT ANA YSIS O% MAGGI BRAND.1#14. STPD ANA YSIS O% MAGGI BRAND...2015. CUSTOMER&BASED BRAND E'UITY PYRAMID (CBBE)....21

16. BRAND PRISM O% MAGGI..2217. CONC USION.231!. RECOMMENDATION.231#. %UTURE P AN.2420. IMITATION......2421. APPENDIX&1('UESTIONAIRE)...25


6/35

EXECUTIVE SUMMARY

T*+ ,+- ,/ + / / + CONSUMER BUYING BEHAVIOUR OF MAGGI + 8 /* /*+ /9 : ; M *+ I /*+ :+ , 1#!3? =: N+ / + I @ /+=+> @+ : :@ 9 8 /* + . T* ,+ + ,>* - -+, /, + / ; 9/ / -, = +@ ; M * / -, 9>/ H+ /*: P, 9>/. T*+ /, 9>/ -,> @- : = > @8* >* 8 9 / / < /*+ +> ; , /*+ ,


7/35

INTRODUCTION

T*+ 9 /, ,+ 9/ S8 / +, /*+ /+ 1!00 >,+ /+ ; >/ ,: F = ; , 8

8+,+ /*+,+; ,+ +;/ 8 /* +,: // + / @+ / -,+- ,+ @+ . T* 8 + -,+ -, = +@ / ; /+ + /9 : =: /*+ S8 P9= > $+ ; ,+ S > +/:. A - ,/ ; / >/

S > +/: + "9 9 M ,+ /+ +/ /* / 8 9 =+-,+- ,+ + : / / =+, #? 1!46 %, 9+ ;+ ? S8 / +, ? "M >* + " * + M @@ + =: /*+ S8 P9= > $+ ; ,+ S > +/:? *+ >8 /* /8 / / -+ 9- =+ 9- & /*+ ; , / 9 >* ; /*+ M + /9,:? M < / F- 8 +,+ 9- ? =9/ = 9 >9=+ ? 9>+ /*+, ; 9, < . T*+ M


8/35

MAGGI BRAND IN INDIA

M / , ; N+ // ? =, 9/ > @-+/ / . T*+ ; , / > @-+/ / > @+ ;, @ /*+ ,+ / > +* > 9 + > + @ ? = >9 / , @ :=+ -+8+,+ 9 9 : /*+ = 9 > @-+/ / > @+ ;, @ /*+ * @+@

> + - , , 8 >*+ . S /*+,+ 8+,+ -+> ; > =9: @ + M ,+ +, = /* > @-+/ / , * >+,/ , 8= > > @- , . S > + @9 9 : = 9 9 *+

/*+, > @-+/ / ,? * @+@ +L > +,> @+ = /* /*+ + -, = +@ =9/ */ D+ - /+ /* ? N+ / ; >+ ;; >9 / + 8 /* /*+ , / -* +. T*+ ,+ =+


9/35

BRAND STORY

9 >*+ 5 ; , / : J M ? >* > + ? C - >9@? 8++/ 9,? M +-/+ =: I > 9@+, 8 /* /*+ , * , &/ &>* >+-/? =+; ,+ / > 9 -, @ /+ M + + >+L - 9,+ /*+ ;9G, 9 :? /*+ @ , +/ ; , / / + =+< / @- : +> +

-, @ / / >,+ + /*+ =, 8,+ + . I /*+ / :+ , ? N+ / + -, @>/ / + ; , M 9 + >*+@+ ;;+, < < ;/ ( 9>* / : 9/+

+@-/: + - > .

A>> , < / : / /*+ ; >9 -, @ / /9, + 9/ / =+ /*+ < + ,+-/ >+. N+ / + L M ,9/>* ;

+ + . /+, @ : ; /*+ M +,-, @ / >*+@+ . T*+ ; >9 ; M / / + , /*+, /* ,+>/ > @@9 > / . I / / -, @ / >/> /+ / + ; 8 /* @ /,+ @ /+ + -, < / + / M @+ *


10/35

:+ , : + -+ /9,+ /*+ M / ; + / + / 8 /* , 8 /. A/ /*+ + ; /*+ :+ ,? M + /*+ -, >+ ; M *+ -++, - > < < @ /+, ? /*+ > @- : /, 9>+

+, @9 / - > + /*+ ; ,@ ; 2& &1 - > 4& &1 - > . A ,+ 9 / 9-*+ @+ : / #700 / + 1##4 ;9,/*+, / 13000 / + 1##5. M *+ 1

;;+, < 10 ; , < / M @- : / ,/+ ,+/* < / /, /+< +/*+ 9- @ , +/.

I , +, / /,+/>* M 9 + I +/*+ > ; /*+ > @- : / + P9 + = + >* , ; / 9 >* - > + 9 +, /*+ :+ , 1##5. T*+ > @- : /8 /* I ; ;+,@+ / / (I%%)? C*+ = + ; > @- : / @ , +/

9/* I ; -,+- , / 9>* @=*+,? ? - >+ > 9@+, D+> 1##5. T*+ > @- : ,+- ,/+ : 8 / ; 9 / ==+ - /+ / /*+ @ , +/ ; , ,+9 + 9/* I @ , +/.

I 1##6? -, 9>/ ;, @ /*+ + /8 + /9,+ ,+>+ + 9 +8 ,@ ,+ - + ;, @ /*+ @ ,+ 8+,+ , /*+, - , /*+ ,+< 8* >* /*+: 8+,+ 9 >*+ . A : / //, =9/+

; 9,+ ; /*+ + M / /* / N+ / ++@+ / =+ - ,/ >9 ,+ < 8 /* /, / I -, 9>/ > /+< , + . M @8 + 8 /*+ ; 9,+ ; M ? , < 9>+ @+

,+ / 9, /& +&/ /+L / ; > + / * @+. T*+ , 9 + ;;+, < 9C* > + + ; , - .

U +, / < /*+ + ; 9,+ ? =9 :+ =: /*+ ; >/ /* / /*+ M / 9+ / + - ,+ +8 -/ ; , + +, < < /*+ =, + 9 /:

16


11/35

+ . T*+ > @- : ,+ + /* / /*+ 8* * / 8 /* /*+ , >*/*+: ++@+ / =+ @ < 8 : ;, @ /. T 9,+ = > /*+ + >9 / @+, / + - ,+-, 9>/ + 9+ ? N+ / 9 >*+ M , L "9 : 1##7. A>> , < /M , 8 9 >*+ - ,/ : / + 8 /* /*+ @

+ =, T - R @+ . M , 8 @ + = + /*,++ ; ,C* > + ? M . T*+ > @- : + -+>/+ / ,+-+ / /*+ 9>>+ ; M / 9 >*+ ? M , L 9 >* =: @9 / &@+ +,/ +@+ / > @- < > 9 < , ? /+ + ? 9/@+ 8 /* /*+ / < +? T9@ R B =:.

T*+ -, 9>/L -, >


12/35

* / / 8 @ , +/ * ,+. M+ 8* + /*+ -+, / > / ; M ,+ + > +, = :? ; ,> < /*+ > @- : / >,+ + /*+ ,+/ -, >+. B: + , : 1

-, >+ ; < + - > * ,+ >*+ R 10. V 9@+ 8+,+ / + / >* + < /+>* /9, < -, >+/+,+ . A ,+ 9 / ; /*+ = + / / + ? > / ,+- ,/+ : > @+ 8 =: 12&14 .

/*+ +8 -, 9>/? > 9@+, * / /8 >9- ; 8 /+, /+ ; +& & &*T*+ / /+ ; /*+ + 8 < ; > / : ;;+,+ / ;, @ 8* / / 9 + / =+. T*+ >= > * /* / ; 8+ /*+ 9 >* ; /*+ +8 + / N+ / =: 9,-, +. $ /*

+> < >9 / @+, > @- / >,+


13/35

N+ / L - ,/; ; =, I ? +,/ < =, 9>* N+ /9@ C+,+=+ + + /* / M 9 =+ /, 9>+ / @++/ , 9 @ , +/ ++ . C @- : > @+ /* / 8 /* ,+ = + -, >+ - / / + -, 9>/ ? M 9 +/ - =, @ F , @- :. T ;9,/*+, 9-- ,/ /*+ =, ? N+ /> ,, + 9/ , 9 -, @ / >/ / + 8+ . T*+ + > 9 + /*+ A9 @- < "9 < + " > - / > @- < . 6 A ,+ 9 / ; /*+ = + / / +> @+ / * + > , +,+ !1 @ , +/ * ,+ ; /*+ 20?000 / + + @ , +/ =+ ; 1###. N+ / 9,>+ > @+ /* / M @-+/ /

+, /* / @ ,+ /* ; 9, M + 8+,+ > 9@+ + +,: +> > 9 /,:.

1,


14/35

$RODUCT VARIENTS

T*+ -, 9>/ @ ; M /+< , + +; + =+ 8. T*+ >9 >*+ , 9 -, 9>/ 9 +, + >* > /+< ,: @+ / + =+ 8.

1. N + M + ?

C9,,: T @ / ) M *9- H / 8++/ T @ / -9 G C , +, M G C , +,

3. M *

4. S 9- H+ /*: C*+; S/: +

- C,+ @ M9 *, @

10


15/35

- S8++/ S 9, T @ / N +- T +- C* + + S8++/ C , C* > +- C* + + S8++/ C , V+


16/35

MAR+ET SHARE

RESEARCH METHODOLOGY

OB,ECTIVES

T 9 +, / /*+ ; 9+ >+ ; M 9@+, @ +/.

12


17/35

S 9,>+ ; B, + 9 /: ; M

T 9 +, / /*+ B, -+,; ,@ >+ ; M / .

T 9 +, / B, I@


18/35

N9@=+, ; R+ - + / 30 50 70

A +>/ (-, @ ,: ,+ + ,>*) ;, @ ;;+,+ / * 9 +*;;+,+ / ,+ D+ * ? % , = ? G9,< ? N .

Li !ra &r! R!'i!/

T*+ ,+ + ,>* > 9>/+ - ,/ ; 9, /9 : 8 9 > 9 + P, @ ,: 8+ S+>,+ + ,>*. P, @ ,: ,+ + ,>* 8 9 > 9 + 9, +: /* / 8 9 =+ > 9>/+ +

> / + ; D+ * + ,=: ,+ 8*+,+ /*+ ,+ - + ; > 9@+, 8 9 =+ ,+/*, 9 ,: ,+ + ,>* 8 9 > 9 + , 9 -+>/ @


19/35

A,+ /*+ > 9@+, 8 ,+ ; M /+ + 8 /* @+

=,

D /*+: > +, + *+ /*: -, 9>/ , /*+: ,+ 8 ,+ ; /*+ > @- :L

/, /+/ =: /*+ 9 >* ; @+ ; /*+ -, 9>/

$* >* -, 9>/ ;, @ /*+ + / ,+ = +/ ; M / /*+ > 9@+, >

/*+ =+ / + < -, 9>/ ; , M * /*+ > 9@+, ;,+ 9+ / : =9:

A,+ /*+ > 9@+, 8 < / >>+-/ M * > /+? F9 >+ ? >* - +/>

SURVEY RESULTS

12 Brand Ass"%ia i"ns#

S 9,>+ ; B, + 9 /: + =, > / ; M /+ 8 /* / 8 /*+ + > /( ++ + * = / 1). C 9@+, /*+ @+ 8 + > /+< ,: /*+ =, > / 8 * @+ /+ M


20/35

@- > / ;, @ /*+ ; < >9 + = + ++@ /* / M / < /*+ =, + =, ++@ / =+ = + /* ,+< , .

+6

78hi it 1


21/35

32 Brand R!%a((#

%, @ /*+ E * = / 3 4 < + =+ 8 / ++@ > + , /,+ /* / M @- ,+ / / > @-+/ / , + T - R @+ ? S9,: + +/>. C 9@+, > 9

> /+ M


22/35

I /*+ /+< ,: /*+ > @- :L /, /+


23/35

3. Brand A/ar!n!ss#

%, @ /*+ ,+ - + ; /*+ ,+ - + / /*+ > 9>/+ 9, +: / 8 + + / /* MB, 8 ,+ + 8 +,: * /+ @ /+ /* / M >+ ;9 /*+, ; + @-+/ / , *+ >+ M .

+,


24/35

4. R!)"si i"ning Maggi as a !a( 4 )r"d&% #

T*+ > @- :L /, /+ -+, /*+ 9, +: ,+ 9 / . T*+ 9, +: * 8+ /* / > 9@+, / -+,>+ + M / 8 /* 53 ; /*+@ > 9@+ M / > @- ,+,+ / 8* > 9@+ /*+, , / ; M / .

%, @ /*+ - + >* ,/ < + =+ 8 / > =+ > + , : ++ /* / M +*+ /*: -, 9>/ =: /*+ > 9@+, - /+ ; /*+ +;; ,/ / - / M / =: /*+ > @- : /*+ =, / -+,>+ + ,+ : / + / ; =, /* /

* /+< ,: I .

+0


25/35

S5OT ANALYSIS OF MAGGI BRAND

T*+ S$OT : ; M + , : > /+ /*+ /,+ 9 / @+, : /:. I /+ + /, =9/ ; M 9 /,:. T*+ @ F , /*,+ / ; /*+ =, * 8 /*+ ; /+ /* / M / =9/ / /+ / -+,/ 8 , /*+ / < + 8 =: /*+ > 9@+, . T*+ =, /*+ + 8 /* /, < > / / 8 , /*+ @ /9, /: /


26/35

ST$D ANALYSIS OF MAGGI BRAND

S!g*!n a i"n# M , +/ S+ -, 9>/ . M @- :. T*+ M * ; / /*+

SWOTANALYSIS

STRENGTHMarket leader in their seg!entStrong rand loyal consu!er ase

'ide range of distri ution channelProduct according to the need ofIndian consu!er

Inno#ati#e Product

WEAKNESSProduct are dependent on each

other

9ot so !uch presence in rural!arket

OPPORTUNITYIncreasing nu! er of working youthProduct has een accepta le in youth

categoryShift to rural !arket

hanging preference of consu!ertowards hinese food and fast food&

an foray into other food !arkets withits strong "rand na!e

THREATPrice war with co!petitors&Strong presence of regional

co!petitorsonsu!ers don:t percei#e it asa $Healthy Product%

+2


27/35

; > + + >+& : / @+ @ +, 8* 8 9 + / :.

$"si i"ning# M , +/ P / < /*+ >/ ; + < < /*+ > @- :L ;;+, < >>9-: / >/ + - >+ /*+ @ ; /*+ / , /+ /*+ =, /*+ @ ; > 9@+, / @ @ + /*+ - /+ / =+ +; / / /*+M /+< ,: / /*+ @+ > /+< ,: I / > +, + -, -+, ; /+@. T*+,+; ,+ M * 2 @ 9/+

+ E : / > ? < / + / .

Di00!r!n ia i"ns# P / & ;& ;;+,+ >+ (POD ) ,+ //, =9/+ , =+ +; / > 9@+, /,> /+ 8 /* =, ? - / + : + 9 /+ =+ + + /*+: > 9 / ; / /*+

8 /* > @-+/ / + =, . T*+ M @-+/ / , /+,@ ; / /+? ; 9, - > < / ;;+,+ / ; 9, 8* >* > //, >/ ,9 / @+, . M /

= + ;;+,+ / + > /+, < / ;;+,+ / >9 / @+, ++ .

CUSTOMER BASED BRAND E6UITY $YRAMID 7CBBE8

M 9 / @+, = + =, + 9 /: -:, @ ++@ / =+ + 9 : /, < +;/ * , 9 / @+, : /:.

+3


28/35

BRAND $RISM OF MAGGI

+4

777


29/35

CONCLUSION

+5


30/35

T*+ ; -, >+ < =9 + I / >+ / / + + > 9@+ - > + ? +/>*9- ? - > + ? 9- ? / /+@ +, @/*+ @ &1##0 . U ; ,/9 /+ :? /*+ @ > , - > + L/ - > 9- + -+>

9- 9>+ @+8* / ; +? < /*+, < > +, = + + 9@+ / ; >/ ,: -,+ + >+ + + / :. M + = / ; ;; >9 /: 8

/ /+L? + , : / / - / /*+ @ ; I > 9@+, /*+ /+ 1##0 . $*+N+ / + >* +/ /* / > @+ M *9 ; > 9@+, 8+,+ -9/& ;; + / ,/+ , --M @-+/ / , T -R @+ L / / / @ < /*+ , < ; ,@9 > 9- + 8 /* ;,++ @- < > @

*+ -+ M / / > 9@+, -9 *+ 9- / + 9@+ *? /*+ + ; /*+ / /

+ @ , +/ :+/ 9 /+ @ / R 300 >, ,+. B9/ :+ ? /*+ - ,+ / > @- :? N+ / +@ /+ * >+,/ : + > 9, 9 ,: -, 9>/ .

RECOMMENDATION

,6


31/35

A;/+, /*+ > 9>/+ /9 : ; 8 < ,+> @@+ / > 9 =+ /+ ; , M 9 / @+, -+,>+ < /*+ -, 9>/ H+ /*:.

- % , : / /*+, ; -, 9>/ + >* - ? >* > /+ +/> 9 +, / @+ 8 9 / : *+ - B, + /+ =9/ 8 + * >+

@ , +/ * ,+.

FUTURE $LANS

- N+ / I L =F+>/ + / @ 9; >/9,+ @ , +/ /*+ > @- :L -, 9>* 8 : / >,+ /+ 9+ /* / > =+ 9 / + +, /*+ < /+,

> 9@+, ? * ,+* +, ? +@- :++ =9 + - ,/ +, .-

M ,+ /+ 9+ ; , > 9@+, /* / > =+ 9 / + +, //+,@ =: ;;+, < 8 + , +/: ; * / / ;; ,-, >+ .

- T*+ > @- : > / 9 9 : ; >9 + / +;; ,/ / =+//+, 9 +, / /*+ >*;+ /: + ; @ +, I / > - /+ > 9@+, ++ , +, / -,

> + + >+? / /+? 9/, / 8+ + /*, 9/ ;;+, < .

,1


32/35

LIMITATIONS#

T*+ -,+ + / /9 : > ; + / @ @ @- + + @ : / ,+; +>/ /*+

,+ - + ; /*+ + / ,+ - -9 / ;/*+ ,+ - + ; /*+ D+ * > 9@+, @ /9 - -98* +.R+> @+ / < + ;/+, /*+ /9 : ,+ + / ,+ : +-+ + / /*+ 9, +:

+> ,: : + /*+ ,+- ,/. APPENDEX 1

6UESTIONAIRE

,+


33/35

$*+ : 9 ; /* 9+ / ,+ - + + 9 + -+ @ , ( ) /*+ =+ / ,+ -

'&1 8* / -, 9>/ 8 9 : 9 > /+ 8 /* /*+ / < + @+ / + =+ 8 I/ ;;+,+ /. .. D L/ =+ +? =+ +. 2 @ 9/+ + B 2 @ 9/+. " / / /:? 9/ *+ /*:.. M9@@: =* < T,: / 8 /* /8 / .. H+ ,/: 9- 8 ,@ : 9 ;, @ + .. % / / > ? G / + /

'&2 $* / > @+ ; , / : 9, @ 8*+ : 9 *+ , /*+ 8 , M N + ; /*+ +

'&3 8* / /*+ =, /* / > @+ / : 9, @ 8*+ 8+ : /*+ 8 , + M


34/35

P > + C9=+

'&4 $ /* 8* / -, 9>/ 8 9 : 9 > /+ /*+ =, M *9- N + S 9- M

'&5 O > + ; 1 / 5 , /+ M < < (SKU )

'6 R /*+ > /+< , + 8* >* M + C* > /+ S /+ P / / C* - %,9 / "9 >+ P, >+ + ; (R+ : / 9 + - /+ ? @ ) O/*+, ( P + + @+ / )

'&7 * 8 : 9 , /+ M 9 / @+, /+,+ / @ ) = /: ( %9 ? /+,+ /


35/35

R+ : / + /. "9 ; T /: %9 + /

Documents

Maggi Noodles Project