Marketing Management

EDITED BY:LOKESH BOGATI

• Indians perceive noodles as an important part of Chinese and Oriental cuisine.

• Home made 'Idyiappam' - an Indian version of noodles

• Served in majority of the restaurants situated in Tier1 and Tier2 cities

• Small eateries present in Mumbai and other towns serve noodles with other Chinese dishes

• Home deliveries from restaurants along with packaged, unprepared noodles make their way into Indian homes.

INTRODUCTION TO NOODLES

• Deep fried with oil, vegetables and spices• Boiled in water along with specific

ingredients• Served dried and crispy along with

chutney• Served as a part of the soup. • Wrapped in a role.

EATING NOODLES (FORM)

Wholesome Easily Accessible Enriched with nutrients Caters to all age group now. Affordable to all.

NEEDS/ WANTS SATISFIED BY NOODLES

Demand for convenience food 15% increase Changing lifestyle & eating habits Increase in purchase power

GROWTH IN THE NOODLES MARKET (BRANDED VS UNBRANDED)

Marketing mix

• Maggi is an over 100 yrs old Nestle brand of instant noodles, soups, sauces, seasonings & stocks.

• The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father’s mill

• Marked the begin of Maggi brand and it ‘s line of convenient food products.

• Maggi merged with Nestle in 1947.

HISTORY OF MAGGI

• Nestle introduced Maggi brand in India in 1982• With the launch of Maggi noodles,NUL created a new food

category in Indian packaged food market• Popular snack .• Maggi became generalized.

MAGGI IN INDIA

PRODUCTS OFFERED BY:

PRICE

Product Variant Pack Size(gm) Price (Rs)

Maggi 2 minutes 50 5

100 10

200 20

400 36

600 54

800 70

Chicken curry 100 12

Vegetable Atta & Dal Atta Noodles 100 13

400 50

Vegetable Multigrainz Noodles 100 16

Maggi Cup o mania 70 40

• Strong Distribution Network.• Wherever, Whenever, However.• Maggi Fun Spots.• Other Nestle Kiosks.

PLACE

• 360degree marketing strategy.• Changed their advertising campaign .• Celebrity endorsements.• Events & Experiences.• Sales promotion in school & colleges, exercise of brand recall.• Free sample distribution.• Consumer involvement – invited housewives to send Maggi

recepies.

PROMOTION

• More people using it due to the minimal cooking time required.

• A preferred choice amongst children below the age of 16.• The new healthy variants like Multigrainz and Atta Noodles a

hit for the health conscious.• Often substitutes for lunch/dinner among working

professionals.

CULTURAL SHIFTS TOWARDS NOODLES CONSUMPTION

• Pasta• They have threat from pasta due to it nutritional properties

available in it. Pasta is also easy to cook and eat like noodles. Also the pasta is available at a cheaper rate in the market today.

• Ready to eat food MTR• Noodles have threat with this product because they have the

best dishes included in it i.e dosa, idli, utthappa mix so people can use it instead of maggi too.

THREAT OF SUBSTITUTE PRODUCTS

CONCLUSION

• Advertise its product by depicting attributes related to health like nutrition values

• Help customer perceive the product as healthy• Nestle is a dominant player in the market• Maggi noodles has been entrenched instant noodle brand in the

market• Due to its strong advertising, mass distribution Maggi has variety

flavors under it with the consumer loyalty• It should always focus on changing lifestyle and innovate to create

delight in every meal

Sources: http://en.wikipedia.org/wiki/Maggi_noodleshttp://www.maggi.in/http://marketingstrategy-sai.blogspot.in/2010/03/maggie-noodles.html