MARKETING ASSIGNMENT ON FMCG PRODUCT- MAGGI NOODLES
BY GROUP 9KETAKI KUNTE ROLL NO. 26MANALI JADHAV ROLL NO. 22HARHSHARAN NAGRA ROLL NO. 32ROHIT ARORA ROLL NO. 40HIMANSHU GOSAIN ROLL NO. 20
INTRODUCTION • Maggi founded by Swiss entrepreneur Julius
maggi • Became pioneer by bringing protein rich and
vegetable meals in market• Maggi brand synonymous with taste and quality• International brand for soups, bouillons, cubes,
ketchups, sauces. Seasonings and instant noodles
• Launched in India in 1982• Market size of instant noodles is 2200 crores• Market share in India less than 70%• In India first instant noodle brand• Particularly well known in India, Pakistan,
Australia, Nigeria, New Zealand, Malaysia and Singapore
• Offers a wide variety of products in India
MARKET TRENDS
• A trend is a set or sequence of events that has some momentum and durability
• FMCG market treble US$11.6 billion in 2003 to US$33.4 in 2015• Maggi noodles penetration level 30% indicating untapped market
potential• Growth in Indian population an opportunity to branded product makers
to convert consumers to branded products• Growth fuelled by estimated 200 million people shift to processed and
packaged food• Rural marketing demands sachets in consumer goods• Instant noodles not treated as main meals• Increased health consciousness means growing demand for multigrains
and Atta noodles
PRODUCT LAUNCH
• Strategy carefully planned and scheduled with goal to make big happening and make big sales in short time
• Launched in India in 1982 • Faced rejection when changed formulation in mid
90’s• Returned to old formulation• India largest market for maggi 90%market share• After two decades maggi launching new products
PRODUCT LIFE CYCLE• CYCLE CONSISTING FOUR STAGE IntroductionA period of slow sales growth as product is launched in the market. Profits are non existent because of heavy expenses incurred with product introduction GrowthA period of rapid market acceptance and substantial profit improvements MaturityA period of slowdown in sales growth because the product has achieved acceptance by most potential buyers. Profit stabilise or decline because of increased competition DeclineThe period shows a downward drift and profit erode
4 P’S OF MARKETING
MAGGI PRODUCT MIX
• All the products offered by a company to its customers. • Product mix consists of a number of product lines. • Product mix of any company has four dimensions:
1. Width
2. Length
3. Depth
4. Consistency • Width: number of product lines a company offers• Length: total number of items in the product mix of a company. • Depth: the assortment of size, colour and models offered in each
item of the product line.• Consistency: the relationship of various product line- end use,
production, distribution channel etc.
PRODUCT MIX OF MAGGI
PRICING STRATEGY OF MAGGISince maggi is a FMCG product mainly consumed by youngsters and kids the company has kept the pricing optimum and affordable to all which can be explained as below:
VARIETY OF MAGGI NET WEIGHT PRICE OF THE PRODUCT (RS.)
1. Maggi Masala Noodles 70
150
300
450
560
10
20
40
60
77
2. Maggi Atta Noodles 80
320
21
78
3. Maggi Chicken Noodles 80
152
304
15
29
59
4. Maggi Cupamania 70 40
PROMOTION STRATEGY OF MAGGIThe various promotion techniques used by maggi are:
• Exchange offers
• Free gifts
• Use of print media
• Arranging competition on schools
• Organizing Maggi club for children
• Using big Bollywood entities to promote
the product
• Introduced new types of product.
• Followed a 360 degree marketing approach
DISTRIBUTION CHANNEL OF MAGGI NOODLES
Two major types of distribution are:
• Distributing target traditional trade which involves wholesalers and retailers.
• Distributing targeting modern rate which deals with the retail store chains ex-Big bazaar, Reliance Fresh,etc.
POSITIONING
Market positioning is the act of designing the company’s offerings and image to occupy a distinctive place in the minds of the target market. This can be done by using innovative tag lines.
TAG LINES USED BY MAGGI “TASTE BHI ,HEALTH BHI “
“BAS 2-MINUTES” (ONLY 2-MINUTES)
“GOOD FOOD ,GOOD LIFE “
“MUMMY , BHOOKH LAGI HAI “ (MOM I’M HUNGRY )
COMPETITORSTOP RAMEN SUNFEAST YIPPEE
NOODLES
KNOR NOODLES
SMITH & JONES
• CHING’S NOODLES
SWOT ANALYSIS OF MAGGI NOODLES
• STRENGTHS1. Market leader
2. Strong USP
3. Wide variety
4. Brand loyalty
5. Strong advertising strategy
6. Specialized in food industry
7. Backed by strong parent company
8. Strong distribution channel
9. Advantage of first mover in market
10. Matched with Indian needs
• WEAKNESES1. Perceived as unhealthy
2. Use of preservative of concern
3. Low rural market presence
4. Noodles not well accepted in India
5. Minor distribution problems
• OPPORTUNITIES1. Packaged and canned food
industry growing
2. High brand image
3. Increasing level of income and fast life
4. Increased affinity of Indians towards Chinese cuisine
• THREATS1. Presence of regional
competitors2. Pricing strategies of other
brands3. Less entry barriers in the
industry4. Lot of substitute products
available5. Presence of strong competitors
like ITC
SWOT ANALYSIS OF MAGGI NOODLES
LITERATURE REVIEW
ARUNACHAL WOMAN CONQUERS MOUNT EVEREST ON HALF-PLATE OF MAGGI NOODLES
THE TRUTH ABOUT MAGGI NOODLES-A BLOG BY REENA DARUWALLA
THE ADVENT OF THE ATTA NOODLE
CONSUMER SURVEY
OBJECTIVE:•To find out the behaviour of consumers in relation to various attributes.•To find out the general trends in market with respect to instant noodle market.•To find peoples approach towards maggi -a instant noodle brand.SAMPLE SIZEThe sample size taken into consideration while compiling and analysing the data to come to a conclusion is 50 respondentsAGE GROUPThe age group taken into consideration is between 20 years to 50 years.RESEARCH METHODOLOGY:We have used both Primary as well as Secondary methods to collect the respective data:But prominently primary data is used.In primary data questionnaire method of collective data is specifically used.For secondary data the sources used are quickmba.com, Wikipedia, Times of India, etc.
ANALYSIS OF SURVEY
56%
8%
14%
4%
8%10%
AGE GROUP20-25 25-30 30-35 35-40 40-45 45-50
50-100
100-150
150-200
ABOVE 200
NOT APPLIC
ABLETO
TAL
0
5
10
15
20
25
30
35
40
45
50
MONTHLY SPEND-ING
AMOUNT IN RS.
NO
. OF
PEO
PLE
TASTE
BRAND
PRICE
NO DIFFERENCE
NOT APPLICABLE
TOTAL
0 10 20 30 40 50 60
DIFFERNTIATING FACTOR
NO. OF PEOPLE
MULTIGRAIN NOODLES12%
ATTA NOODLES28%
REGULAR (MAIDA) NOODLES52%
CUPAMANIA4%
NA4%
VARIETY PREFERENCE
YES NO
MORE FLAVOURS REQUIRED? 33 17
2.5
7.5
12.5
17.5
22.5
27.5
32.5
MORE FLAVOURS REQUIRED?
NO
. OF
PEO
PLE
RATING FOR ATTRIBUTES
RATING 1
RATING FOR ATTRIBUTES
RATING 2
RATING FOR ATTRIBUTES
RATING 3
RATING FOR ATTRIBUTES
RATING 4
RATING FOR ATTRIBUTES
RATING 5
TASTE 3 1 5 23 16
AVAIL-ABILITY
0 1 2 12 33
PRICE 2 8 12 16 10
PACK-AGING
0 3 18 13 14
VARI-ETY
2 7 31 7 1
2.5
7.5
12.5
17.5
22.5
27.5
32.5
RATINGS (5 BEING HIGHEST)
NO
. OF
PEO
PLE
MASALA MAGGI60%
CHICKEN NOODLES
4%
TOMATO NOODLES
6%
ATTA NOODLES26%
NA4%
VARIANTS PREFERRED
EASY TO COOK
JUNK FOOD
GOOD TO HEALTH
TASTY/FUN EATING
0 5 10 15 20 25 30
30
9
2
9
PEOPLES OUTLOOK
NO. OF PEOPLE
YES NO
MOUTH PUBLICITY 46 4
2.5
7.5
12.5
17.5
22.5
27.5
32.5
37.5
42.5
47.5
MOUTH PUBLICITY
NO
. OF
PEO
PLE
YES
NO
0 5 10 15 20 25 30 35 40
HEALTH PERCEPTION
NO. OF PEOPLE
36
14
70%
30%
AWARENESS OF NEW VARIANT (OAT NOODLE)
YES NO
CONCLUSION There are some who lead and are called market leaders and there are
some who follow, called followers. Maggi has been a leader for decades and it is Maggi who educated Indian consumer about noodles.
People are shifting their liking from Regular variant to Atta noodles i.e the healthy variant introduced by maggi to sustain against stiff competition.
Of course, their market share might get depleted in course of time, by the entry of some very big players but Maggi will not sit silent. They will also reinforce their activities which will ultimately benefit the consumer.
The consumers have suggested to introduce a Masala Atta Noodle flavour which will also signify its “TASTE BHI HEALTH BHI” tag line.
People will definitely taste for a change, but it is very difficult to change ones taste bud and the top of mind game, as Maggi has become a generic name in India for their long presence…..
BIBLOGRAPHY
http://www.karteikarte.com/card/327646/difference-between-pr
oduct-range-mix-and-product-line
http://smallbusiness.chron.com/product-mix-639.html
http://slideshare.net/maggi
http://wikipedia.org
http://economictimes.indiatimes.com
http://maggi.in
http://noodles.blogspot.in
http://timesofindia.indiatimes.com
http://rajeshaithal.blog.in
http://euromonitor.com
http://nestleprofessional.com