im maggi final ppt 07092013.pptx
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Nestle-Magginoodles
InternationalMarketing
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Introduction.
It's a brand of instant noodlesmade by NestleIndia Limited.
Maggi was launched in India in 1983by Nestle IndiaLtd (NIL)
The formula was invented by Julius Maggi India is the largest consumer market of Maggi
Noodles.
The brand is popular in Australia, India, Malaysia,
New Zealand, Nepal, South Africa & Singapore. Launched Maggi with a tagline Fast to cook &
Good to eat
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Market share
Instant noodles market Market : 2500 crore as of Sept 2012
Nestlesmaggie : 75 %of total market * TOP RAMEN
HUL 25 % of total market *
GSK
* Source : http://articles.economictimes.indiatimes.com/2012-11-28/news/35408963_1_instant-noodles-category-knorr-soupy-noodles-maggi-noodles
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Major Competitors
November 10, 4
ITC (SunfeastHUL(Knorr)Aditya
Birla(Feasters)Future Group
Capital Foods Ltd
(ChingsSecret)Nissin(Top Ramen)GSK
(Horlicks Foodles)
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Maggis History
Indians had conservative foodhabits who always preferred to eattraditional Indian dishes ratherthan canned or packed food
1982
Introduction of ready to cook foodwas 1sttime launched by Maggi.1983
RISK
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The brands appropriate realization of target segment,effective positioning, effective promotion and salesmade
Maggi the most-loved noodle brand in India.
The Company insists on honesty, integrity and fairnessin allaspects of its business and expects the same in its
relationships. This has earned it the trust and respect of
every strata of society that it comes in contact with and is
acknowledged amongst India's
'Most Respected Companies
and amongst the
'Top Wealth Creators of India'.
Maggis History
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Products
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Initial Positioning to
Repositioning
November 10,
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Initial Positioning to Repositioning
Positioning
Initially working women
Repositioning Now, children and teenagersbetween 4 and 14 years
From Conveniencefor Women
to
Funfor Children
November 10,
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0
1
2
3
4
5
6
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8
9
1982 1990 1996-2004 2010onwards
asae
Maggi sales Year to year
Product modifications
Competitor entry
Success of Maggi in India
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Success of Maggi in India
360 Degree Marketing Strategy1. Distributing free samples
2. Giving gifts on return of empty packs
3. Communicating the products benefit to the target
consumers
4. Organizing small events for Kids and other advertising
methods.
Strong Customer Relations
1. Maggi moments
2. Your photo on packet(style of preparation)
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CustomerRelations
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Success of Maggi in India Continuous Process Innovation
1. Flavours : Masala, Chicken, Sweet & Sour &Capsicum
2. Other Variants : Garlic and Onion free for Gujarat
3. Turning Point : Launch of Atta (Wheat Flour) Noodles
as Atta is more healthier than Maida and hence theTag-line Health Bhi, Taste Bhi
Price Incentives
1. Extension of its distribution reach to smaller towns and
Cities.
2. Launch of Maggis Value for Money pack @ INR 5.0
(Regular pack is @ INR 10.0)
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Success of Maggi in India
Convenience of cooking Hygienically packed Good ttractive Packaging Strong Dealer Network
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CSR Activities
Let us go to school: Activity to createawareness for Right to Education for communities
besides the factory.
Educating the Village Women in adopting goodDairying Practices.
Supports local schools, facilitates Blood Donation
Camp and other Health Awareness Programs
Source :http//:csridentity.com/profile/india_nestleindia.asp
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Maggi GlocalisationProduct
Price
PlacePromotion
Political
Economic
SocialTechnology
Environmental
Legal
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Glocalization : Maggi noodles
Political Envirnomental Social Technology Economical Legal
Product xx
Product
packagingshould be
reduced, reuse
and recycle d
Healthconsciousness &
hyegine
packaging
xx xxProduct
ingredients
should disclosed
Price
Tarrif and other
regulation
related to tax
,inflation and
changes in the
exchange rates
XX XX
Technology
costs and R&D
cost
Tariff and other
regulation
related to tax
,inflation and
changes in the
exchange rates
Place xx xx
Age distribution,
career attitudes
and emphasis on
safety,
R&D activity ,
use of IT to
enhance their
inventory
operations.
Tax obligations,
employment
standards, and
quality
requirements,
Health and safety
of consumer,
quality &environment
certification
Promotion
Environmental
friendly like
reduced use of
paper & more
use of internetetc
Conform to good
customs, public
policies, and
morals of the
said Countryssociety.
The cost-
effectiveness,
interactivity and
real- time effects
of the
communications
are a good way
to find
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Maggi CEO templateProduction
Marketing
FinanceHR
Knowledge
Attitude
Skills
Habit
Character
Value
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CEO templateProduction Marketing Finance HR
Knowledge **** **** ** **
Attitude *** **** ** ****
Skills * *** ** **
Habit ** ** ** **Character
*** ** * **Value *** *** *** ***
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ThankYou.
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