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COOKING UP MAGGI

NOODLES

BY-Shailesh Bhadra - 5

Amir Choudhary - 15

Richa Gupta - 25

Priyanka Ingle - 28

Bhavya Prabhakar - 55

Akriti Sahai - 60

Kimaya Samant - 62

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What is the brand name that comesto your mind when you hear the word

NOODLES ?

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The Brand Maggi

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STORY OF MAGGI 2-MINUTE NOODLES

Its a Brand of instant noodles made by Nestle IndiaLtd.

It was founded by the Maggi family in Switzerland inthe 19th century..

The Brand is popular in: -Australia

-India -Malaysia -New Zealand -Singapore

-South Africa30-Sep-13 5

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Nestle wanted to explore the potential forsuch an instant food among the Indianmarket.

Now it enjoys around 90% market share inthis segment.

Over the years Maggi has launched severalproducts under its Brand name.

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Nestl India Ltd. (NIL), the

Indian subsidiary of the global

FMCG major, Nestl SA, introduced

the Maggi brand in India in 1982,with its launch of Maggi 2 Minute

Noodles, an instant noodles product.

It blended with Indian culture by

introducing masala flavor

The Birth in India

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NILs promotions positioned the noodles as a convenienceproduct for mothers & as a fun product for children.

The noodles tagline , Fast to Cook, Good to Eat was also

in keeping with this positioning.

They promoted the product further by distributing freesamples, giving gifts on return of empty packets ,etc.

Effective Tagline Communication.

INITIAL STRATEGIES OF MAGGI

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Maggi chose indian line Mummy bhookh lagi hai, bas 2

minute as its jingle which gave a brand recall and a connectto the indian culture

The jingle was made keeping in mind the positioning of

maggi which was convenience for housewife and herinvolvement with kids

The jingle also connected with the fast to cook, good toeat positioning of maggi

Effective communication

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The 4 Ps

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MAGGI-Product mix

MAGGI 2-MINUTE Noodles

MAGGI Vegetable Atta Noodles

MAGGI CUPPA MANIA

MAGGI Vegetable Multigrain Noodles

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PRODUCT LEVELS:CUSTOMER VALUE HIERARCHY

Core benefit - FAST TO COOK & GOODTO EAT.

Basic product benefit - good taste withproper nutrition levels and good health.TASTE BHI HEALTH BHI

Expected product benefit - proper and a goodpackage & fully packed seasoning tastemaker& affordable prices.

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Taste Bh i, Health B hi

PRODUCT VARIANTS

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MAGGI-Pricing

Maggi 2-Minute Noodles(Chicken) 95 gms 12.00

Maggi 2-Minute Noodles(Curry)

100 gms 13.00

Maggi 2-Minute Noodles(Masala - spicy)

100 gms 12.50

Maggi Rice Noodles 95 gms 15.00

Maggi 2-Minute Noodles(Veg atta)

200 gms 30.00

Maggi Dal Atta Noodles 100 gms 13.00

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The Economic Times, Aug12, 2010

Nestle had extended

Maggi noodles andseasoning to the

bottom-of-the-pyramidsegment by

sellingRs. 4 and Rs. 2packs

at select low-incomemarkets likeMumbai's Dharavi.

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MAGGI-PLACEMENT

The distribution network is well spread almosteverywhere in India,as it is easily available in allkirana stores, retail stores etc.

Whenever, Wherever, However

Connecting with Customers out of homeonthe move

Maggi Fun spots Supply in other nestle kiosks

ITES/BPO employees

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MAGGI: Promotion

Sales PromotionExchange schemes

Price-off offer

Scratch n Win OffersMoney back offer..

Sponsor school quiz..

Awareness campaign..

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AdvertisementEffectiveTaglines

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PRODUCT LIFE CYCLE OFMAGGI

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PLC OF MAGGI

TIME

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INTRODUCTORY STAGE OF MAGGI

The product launched keeping in mind theworking women and children

No competition

It was the pioneer in the instant noodlemarket.

Distribution channelProducer -- Distributor --

Retailer -- Consumer30-Sep-13 23

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INTRODUCTION CONT

PRICINGThe initial pricing strategy was low pricing strategyto make product affordable.

PROMOTIONPromotion focuses on awareness and information

Promoted with the tag line

BAS 2 MINUTE.

Promotion done by- Giving gifts on empty packets.

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MAGGI GROWTH STAGE

Sales increased.

50% market share.

No.1 brand.

PRICE- prices were kept normal.

PRODUCT- no any new changes PROMOTION-GOOD TO EAT FAST TO

COOK

Entry of Competitor

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MARKET PENETRATION STRATEGIES

Promotional campaigns in school.

Advertising strategies:Focusing on kids

New product innovation according to the need of consumers:-Veg. Atta Noodles-Dal Atta Noodles-Cuppa Mania

Availability in different packages:-50 gms

-100 gms-200 gms-family packs(400 gms)

Conducting regular market research.

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MAGGI MATURITY STAGE

Introduced new Variety.

Price Rs. 5 Onwards. Big Time Promotional Offers.

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MATURITY CONT

PRODUCT

- Maggi introduced wide variety of products like Dalatta noodles, Chicken maggi, Maggi cuppa mania.

PRICE

- Maggi still comes in very affordable prices startingfrom Rs. 5, they reduced the quantity instead ofincreasing price.

DISTRIBUTION

- Distribution became more intensive. Adopted variousintensive programme for encouraging the product overtheir competitors in the market.

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Segmentation To Differentiation

Classic Noodles - 5 to 10 yrs..

Veg. Atta Noodles - Health conscious.

Rice Mania teenagers..

Cuppa Mania - office goers.

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MAGGI DECLINE STAGE

Sales saw a decline in 1990s.-Formulation changed from fried base toair dried base.

New product (Maggi Macaroni) launched but

failed.Tough competition from TOP RAMEN.

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Reintroduction of MAGGI Noodles

Reintroduced in 1999

Increased Distribution

Focus on new segments

of Society New & Interesting TV

Commercial

Using common people in

commercials

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SUGGESTIVE BRANDING STRATEGIES

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-Focus on creating distinctive image, based on twinbenefits of INSTANT and HEALTHY with

emphasis on health conscious and rural markets.

- Conduct promotional campaigns at schools in smalltowns with population more than 10,000.

- Strengthen the distribution channel of the ruralareas within 100 km of all the metros.

- In-film branding and In-TV branding can help maggibuild a higher brand equity

- Foray into other food products like biscuits, chips,etc. under its sole brand name would not only help inBrand extension but will also enhance Maggis marketshare and Brand equity.

SUGGESTIVE BRANDING STRATEGIES

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C MAGGI E t BISCUIT C t ??

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- Yes Maggi can enter biscuit category in masalabiscuits as well as health biscuit segment

- It will maintain the positioning of Maggi which isconvenience as well as fun food for kids

- Maggi can do test marketing of their biscuits by

providing free samples with their existing products

- Maggi can differentiate in the huge clutter ofbiscuits with the help of its packaging andcommunication

Can MAGGI Enter BISCUIT Category??

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THANKYOU