Marketing Pp t Instant Noodles

8/7/2019 Marketing Pp t Instant Noodles

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FAST MOVING CONSUMERGOODS

Presented By-

Sunil Kumar Maurya

Parul Goyal

Shweta Gulati

Arindam Bhattacharya

Navbharat Singh

Nishant


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Flow of Presentation

FMCG INDUSTRY

Nestle

Brand Maggi Consumer survey findings.


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FMCG

Products which have a quick turnover, and relativelylow cost are known as Fast Moving ConsumerGoods (FMCG).

FMCG products get replaced within a year.

FMCG include pharmaceuticals, consumerelectronics, packaged food products, soft drinks,

toiletries, cosmetics, detergents, glassware, paperproducts, and plastic goods.


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FMCG Industry Size

The Indian FMCG sector is the fourth largest.

Has a market size of Rs 60,000 Crores

GDP : FMCG sector contributes to 3 % of IndiasGDP

The middle class and the rural segments of the

Indian population are the most promising market forFMCG.

Industry expected to grow 10-12 per cent yearly forthe next 10 years


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FMCG Market Size

FMCG Market size set to treble from being 11.6$ billion in 2003 to 33.4 $ billion in 2015


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Analysis of FMCG SectorStrengths:

1. Low operational costs

2. Established distribution networks

3. Well-known brands in FMCG sector

Weaknesses:

1. Lower scope of investing in technology

2. Low exports levels


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Analysis of FMCG Sector(Contd.)

Opportunities:1. Untapped rural market

2. Increase in purchasing power of consumers.

3. Population of over one billion.

4. Export potential

Threats:

1. Removal of import restrictions.

2. Slowdown in rural demand.


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About the organization

Largest nutrition and foods company in the world

Headquartered in Vevey, Switzerland.

Nestl originated in a 1905 merger of the Anglo-Swiss Milk Company and the Farine Lacte HenriNestl Company

Name means "Little Nest".

Operates in 86 countries around the world andemploys nearly 283,000 individuals.


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Product line of Nestle

Coffee Infant foods

Chocolates Prepared foods


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Competition

Nestle is the market leader in Baby food and Instantcoffee segment.

HLL in instant coffee segment.

Heinz in the baby foods market.

HLL and Indo Nissin Foods in semi-processed foodssuch as noodles, ready mixes for Indian ethnic

breakfast and sweets.

Nestle has 25% share in the chocolate/ confectionerymarket.


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MAGGI


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Overview

Maggi Brand of Noodles launched in 1983 in thepackaged food market of India.

Appropriate realization of target segment, effective

positioning and effective promotion and sales mademaggi biggest brand in the noodles segment.

Maggi is to Noodles in India as Xerox is tophotocopier.

NIL had introduced sauces, ketchups and soupsunder Maggi brand to reap benefit of brandpopularity.


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MAGGI NOODLES

Positioned the noodles as a convenient product formothers as it takes only 2 minutes to cook.

Positioned as fun for the children

The tagline fast to cook, good to eat best suits thepromotional strategies.


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Market penetration Strategies Started with promotional campaigns in

schools

Started their advertising straight focusing on

kids.

Introduced new products like atta noodlesdal atta noodles cuppa mania.

Priced very competitively.

Products are made available in differentpackages like 50,100,200,400 Gms.


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COMPETITORS

Maggi (range) is competing with:

Heinz Sauces and Ketchup

Knoor Soups

Kissan Sauces and Ketchup

Top Ramen

Sunfeast Pasta, Wai Wai, chings incorresponding categories of products andvariants


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SWOT ANALYSIS OF MAGGINOODLES

Strengths

Has a huge brand loyalty.

Has developed the huge distribution channelnetwork over thousands of distributors, retailers etc.

Innovative products for Indian taste buds such as

Maggi, Maggi masala, chicken Maggi etc.

The advertising strategy for Maggi was a super hit astheir tagline itself was very effective and grabbed theconsumers mind.


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Weakness

heavily dependent on only one flavor. It contains Maida, so there are some health

related issues

Opportunities

Unexploited rural markets

Increased affinity of Indians towards chinesecuisine


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Threat

Presence of regional competitor

Price war strategies adopted by otherbrands like Top Ramen,wai wai andchings.


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CURRENT SCENARIO OF MAGGI

Ten years back Maggi had 50% market share in India.

But now,it enjoys 80 % market share in India

Leading Brand in India as well as World.

Current Sales:

Approx.

90000 boxes

Rs. 4,79,49,000 in Mumbai

10,00,000 boxes

55 cr. in India.

Source-annual report,nestle


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Revenue contribution by companiesin instant noodles category at More


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Revenue contribution by companies in

instant noodles category at Spencers


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Survey

Sample Size- 100

Convenience sampling.

Population- school going kids, teenagers andcollege students.

Sample source- East and West Delhi andNoida.

Parents answered the questions of childrenof less then 8 years.


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GENDER


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AGE


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FAMILY INCOME


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Which Snack would you like to munch most ofthe times?


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What brand comes into your mind when youhear the word NOODLES?

MAGGI WITH HIGHEST PERCENTAGE OF 96.


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Which of the following lines can you associatewith MAGGI Noodles?


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For which reasons do you like to have MAGGInoodles?


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Maggi noodles are tasty.


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How often do you have Maggi Noodles?


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You find Maggi healthy.


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What variant of Maggi do you buy the most?


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Which size do you buy most often?


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At what time do you prefer to have Magginoodles?


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If yes, what was your source of information?


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Have you sent your story to maggi?


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Limitations

Small sample size

Findings cannot be generalised

It was confined to Delhi/NCR only Unable to use advanced statistical

tools


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Thank You


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Questions

Documents

Marketing Pp t Instant Noodles