group marketing major project

8/4/2019 Group Marketing Major Project

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Company Background :-

About Nestlé:

Ever since Henri Nestlé developed the first milk food for infants in 1867, which led to the

saving of the life of a neighbour¶s child, the Nestlé Company had aimed to build a company as

the world's leading nutrition, health and wellness company based on sound human values and

principles.

Nestlé with its global headquarters in Vevey, Switzerland was founded in the year 1866

by Henri Nestlé and today is the world's leading company in nutrition, health and wellness.They

employ around 283,000 people and have factories or operations in almost every country in the

world.

The company's strategy is guided by several fundamental principles. Nestlé's existingproducts constantly grow through innovation and renovation while maintaining a balance in

geographic activities and product lines. Nestlé never sacrifices their long-term potential for

short-term goals. The company's priority is to bring the best and most relevant products to

people, wherever they be, whatever their needs; throughout their lives.

.The group produces among other things, beverages, confectioneries, milk products,

bakery products, processed foods, chocolates, cooking aids, and pharmaceutical products.

Nestlé has presence in 83 countries worldwide with 509 factories spread across Europe,

America, Africa, Asia, and Oceania regions.



Product background:-

MAGGI 2-MINUTE Noodles is one of the largest & most loved snack food brands that defines the Instant

Noodles category in India. Maggi has been a true childhood buddy. It took care of our hunger pangs

when we were away from our parents in a hostel or on a camp. Continuing the practice, now it is thefood kids eat without a fuss. Its that food which our moms let us have as a substitute to other outside

food we would have otherwise eaten!

Maggi seems to be just that perfect quick-snack between meals and is so easy to make that kids

sometime make it alone. Whats more it seems they now come enriched with calcium and proteins!

Taste bhi! Health bhi! scream the smalls kids in the ad!

Nestlé has been a partner in India's growth for over ninety years or so now and has built a very

special relationship of trust and commitment with the Indian community. The company's activities in

India have facilitated direct and indirect employment, and it also provides source of revenue to aboutone million people including farmers, suppliers of packaging materials, services and other goods.

Nestlé India introduced the Maggi brand in India in 1982 through Food Specialities Limited (FSL).

FSL marketed Maggi noodles, an instant noodles product, in India. For many years Nestle had sold the

Maggi instant noodles in countries such as Malaysia, Singapore, Hong Kong, China and Japan. And thus

leading the FSL executives to ask themselves, Why not India?

Here Nestlé had to promote noodles not only as a snack but also as a concept, before it could

promote Maggi as a brand. It therefore devised a two-pronged strategy to attract mothers on the

'convenience' factor and lure kids on the 'fun' factor. Gradually, the market for instant noodles began to

grow. For the first time, consumers got something that was hygienically packed and convenient to

prepare too. It was also the first fusion experiment on food in India. Instant noodles was an entirely new

category in the country, but it was given an Indian twist in an attempt to Indianise it.



The Tastemaker was modified to suit the Indian palate. Maggi came in four variants: Masala,

Chicken, Sweet & Sour and Capsicum. Of these, only two have survived Masala and Chicken, the latter

sells largely in the eastern states. Thus Masala continues to be the flagship flavour in the rest of the

country.

The company also decided to focus on promotions to increase the brand's awareness in the

country. At the start, Nestlé's promotional activities for Maggi included schemes such as, offering gifts

(toys and utensils) in return for empty noodle packs. According to analysts, the focus on promotions

turned out to be the single largest factor responsible for Maggi's speedy acceptance as a brand in India.

Maggi is also sold in various packs which include the economy Rs. 5 pack, the normal Rs. 10 pack

apart from the family packs which have the 3-in-1 and 5-in-1 packs.

Even in the face of demand, analysts say that most of the Indian consumers are still conservative in

their food habits, and give importance to the perceived health benefits of traditional food. Therefore, it

still remains to be seen whether products like Maggi Atta Noodles, despite their 'health' focus, would

prevail in the long run. Currently Maggi has the following products and flavours under its noodles

category

1. 2-minute noodles 2.Vegetable Atta noodles 3. Dal Atta noodles 4. Cuppa Mania

Masala Yo!

Chilly Chow Yo!



Market Analysis :-

Environment analysis :-

SWOTanalysis of Maggi Noodles :-

Distribution Distribution

Strength Analysis

y Strong Brand

y Market Leader

y Distribution

y Local Market Orientation

y Customized Packaging

y Strong backup

W eakness Analysis

y Health Issues

y Over-Dependence on one product

T hreat Analysis

y Competition

y Changing consumer trends

y Sectoral woes

y Health related problems

y Status consciousness

Opportunities Analysis

y High brand awareness of Indian consumer

y Packaging Industry

y Time constraint

y Newer flavors

y Capturing more rural market

y Growing youth population

y Growing affinity of Indian public to the

oriental cuisine



Michael Porters Five Forces Model

An attempt is being made to study the forces affecting the sale of Maggi noodles.

Industrial

Rivalry Top Ramen ,

Chowmeen etc.

New Entrants

No potentialthreat of newentrants for

maggi noodles

Buyers

Customer Mind set,

Brand Image

Suppliers

Distributors

Raw materialsuppliers,Packaging

Substitutes

Chowmeen,

Fast food,Pasta



Segmentation,targeting and positioning analysis;

Segmentation :-

1. Segmented the market on the basis of lifestyle and eating habits of the indian consumer :- Area wise,

Maggi has a larger urban presence showcasing the fact that affordability of Maggi in rural areas is still

low. But with the rising spending power of the newly emerging middle class and improving distribution

network of Maggi, rural consumers are set to be the primary targets in upcoming years. Maggi is also

promoting its Rs 5 value for money pack to enhance affordability and reach for all socio-economic class

of consumers

2.Focus mainly on age and appetite of the urban families:

In 2005, Maggi took the health platform by launching Veg Aata noodles. Aata which is a refined variety

of flour and healthier than maida, which was used in Maggi products earlier appealed to all the health

conscious people. This development was a step back from being classified as junk food.

2. Targeting:

On being launched, Maggi was the only player in the instant noodles category. Initially it launched itself

on the convenience platform targeting office going women. When found that the sales were not

growing in spite of heavy promotion, research and surveys were done which clearly stated that kids

were the largest consumers of the product. Thus Maggi re launched itself on the fun

platform.Currently,its major target markets include:-

1. Kids :maggi has an addictive taste which brings delight to the kids.Also,Maggi adapted various sales

promotion strategies of free gifts,toys,stationery hence, targeting the kids

2. Youth: Maggi was popular among the youth as it was good to eat,easy to cook and popular.

3. Working women:It provided working moms with a choice of quick preparation of breakfast or

snacks,bringing delight to them as well as their children.

4. Convenience to savvy time misers; as it can be prepared in 2 minutes,it provides a quick snack to

time savvy misers.

3. POSITIONING:

With every new campaign, they have appealed to a different segment in addition to the kids. First it was

marketed as an easy to cook snack with the tagline Fast to Cook. Good to eat. Later as the health



consciousness of the masses came into picture, the campaign of healthy Maggi was introduced as Taste

bhi, Health bhi :-

1.Positioned their product with the well known slogan: slogans Maggi has always believed in positioning

their product with catchy slogans such as Fast to cook,good to eat.

2. 2minute noodles ;Maggi was positioned as an instant snack which could be prepared in two

minutes.

3. Taste bhi health bhi : even after the raising popularity of maggi,it was criticized on the grounds that

it made use of maida,it introduced healthier substitutes of atta noodles and dal noodles,repositioning

maggi.

4. Positioned their product as to get fast relief from hunger: Earlier, Maggi was positioned as fast to cook

and good to eat, but than it repositioned its strategy as to get fast relief from hunger.

Result:

People perceive Maggi mostly as an easy to cook and fast to cook instant food and our results shows

that. Out of 5 Maggis fast to cook parameter earned an average rating of 1.93 with 1 being the best.

Taste and easy availability of are considered moderately important assets Maggi, while consumers dont

think much about Maggi in terms of value for money and hygiene. Perhaps Maggi should thing about

restructuring the price and introduction of new 5 rupees pack is a right step in this direction. At the

same time to improve on hygiene concerns they have started the campaign of Taste Bhi, Health Bhi

along with introduction of Atta Noodles and Rice Noodles, which are more hygienic

(On scale of 1-5 mark your preference of Maggi parameters; 1 for best , 5 for

least)

Response

average

Response

total

Fast to cook 1.93 208

Taste 2.72 294

Easy availability 2.78 300

Value for money 3.60 389

Hygienic compared to local

products 3.97 429

Number of respondents 108



STPD Table Formulation

Segmentation Targeting Positioning Differentiation

Age Kids Fast to cook Good to

eat

Taste

Eating Habits Youth 2-minute noodles Flavours

Lifestyle of urban

families

Office goers/

Working Women/

Health Conscious

People

Taste bhi Health bhi Packaging/

Health products

STPD Analysis

Product Target Segment

Classic Noodles Kids

Veg. Aata noodles Health Conscious

Rice Mania Teenagers, Rice lovers

Cuppa Mania Office goers, Working women



Marketing Mix :-

1.Product:-

MAGGI 2-MINUTE Noodles is one of the largest snack food brands in the country and defines the

Instant Noodles category in the country. MAGGI 2-MINUTE Noodles has been renovated to provide 20%of the RDA* of Calcium and Protein for the core target group. When Top Ramen introduced

snoodles.maggi altered its strategy.The new formulation had thinner noodles and a changed flavour,

thanks to the tweaks done to the Tastemaker. The company reportedly wanted to inject fresh l ife into

the brand. Nestlé was in for a major shock. Maggi lovers all over the country rejected this new

formulation. Sales started declining alarmingly and even maintaining the previous year's sales level

seemed very difficult. Hence in March 1999, the classic taste of Maggi was revived and it helped boost

the sales of Maggi back up again.

The main problem that Maggi faced was the Indian Psyche. Indians generally dont adjust fast to new

tastes and when Maggi changed the taste of its product in 1995, the move backfired causing them to

bring back the original recipe. Since then, Maggis taste has become its strength and has been one of the

predominant factor in maintaining its high market share.

In 2005, Maggi took the health platform by launching Veg Aata noodles. Aata which is a refined variety

of flour and healthier than maida, which was used in Maggi products earlier appealed to all the health

conscious people. This development was a step back from being classified as junk food.

2. Price :

Considering the price points in the market for Maggi, it should continue to position itself in the snacks

and breakfast category itself, since few would be willing to accept it as a meal (Indian Consumption

Habits - Noodles still arent taken as proper food item). Affordable by all income groups. According to the

IDFC-SSKI report, almost 60% of FMCG sales volumes come from pricing points below 10 rupees.

Nestles share in the above has risen to around 30% from around 20% in the last few years. Thus the

pricing strategy of Maggi noodles is to keep increasing the supply of its products priced at Rs. 10 or less.

Thus, even as the company extends Maggi into new product categories, it has decided to push the

smaller 5 rupee pack of Maggi 2-minute noodles aggressively. Similar lower-price point strategy has

already been followed by soft drink companies Coca-Cola and Pepsi. This is being done to drive volumes

through affordability. Nestle had also used this strategy effectively for Nescafe coffee, by launching

Nescafe Redimix in packs of Re 1 and Rs 10.

Maggi has a range of packs from single, double to 8 pack and the price per pack decreases as the pack

gets bulkier.



3. Place:

The distribution network is well spread. Maggi makes use of well stretched distribution channels of

Nestle to reach out its customers. Maggi is available in all parts of the country and generally in all kinds

of stores. It happens to be the most widely distributed product of Nestle in India.

Even then Maggi has a strong urban presence. It faces minor distribution problems in the rural area and

in parts where even the 10 rupee pack is not affordable. To counter this Maggi is trying to build

independent channels and bring out a new 5 rupee value for money pack. This would make sure that

Maggi is no more an aspirational product for any socio-economic class of customers.

New challenges have emerged in form of retailers coming up with their own brand of instant noodles

which are priced around 25% below the prices of Maggi and still offer around 30% profit margins to the

retailer in comparision with 12-15% of other FMCG companies.

4. Promotion strategies:-

Retailers Sales Promotion Initiatives:-

1. Maggi was distributed free in schools and offices to promote trials of the product

2. Return gifts on empty packs were given

3. Maggi Fun book and stickers with funky animal facts were provided to children

Organized Retails Sales Promotion Initiatives(Promotional schemes by Retailers and not by Nestle India

Ltd)

1. 7% discounts on 6 piece pack of 56 MRP

2. 5 Rs. Discount on 8 piece pack of 78 MRP

3. Company is coming up with schemes like giving one soup pack with an 8 piece pack

4. In past, Nestle India Ltd has had promotional schemes such as a free 4 piece pack with that of 36

instead of 40 packs

5. Large pack sizes are displayed at the top with decreasing pack sizes as going downward(To

increase visibility of larger packs)

6. Outer display shelves in huge retail stores and malls are purchased by the company itself (e.g.

Reliance Mart)

Public Relations

The Maggi club: In the recent past, children under 14 years of age were invited by press advertisements

and distribution of leaflets to become a member of Maggi Club by sending logos cut from 5 empty Maggi



wrappers. Maggi projected it as Maggi clubbers are fun lovers and intended to use it as a reference

group. Maggi also organized school quizzes and sketching contests.

Also special privileges were given to regular members time to time like, discounted tickets of Appu ghar.

Benefits to Maggi Clubbers

Various games like Snap Safari game, cap and mask sets, travel India game, Disney today comics were

given as gifts to the members in return of 5 wrappers as purchase proof

Results of PR activities

1. Maggi got closer to the regular customers and entered the daily life of its consumers

2. The activities directly and indirectly boosted the sales by great numbers

3. The PR activities contributed to the formation of valuable direct marketing database

Advertising Strategies by Nestle for Maggi

For the most part, Nestle had predominantly used television as the media channel. However other

media channels such as print and internet have been used for newer variants.

Television Media

Initially Maggi was targeted at the working woman and later the upper middle class kids. To reach this

audience, Maggi primarily used television advertisements. Maggi was a sponsor for Hum Log, a populartelevision show on Doordarshan, Indias sole channel in 1984. This show had a viewership of around 60

million. Maggi sales increased from 1600 tons in 1983 to 4200 tons in 1985 as a result of this. Maggi has

continued to use television as its primary advertising medium.

New Product Entries

Newer variants like Maggi vegetable Atta noodles, Maggi Dal Atta noodles, Maggi Rice Mania noodles

and Maggi Cuppa Mania have been heavily advertised on TV. These advertisements have been

conceptualized and developed by Public India, an ad agency. Maggi Cuppa Mania was advertised the

maximum among the various 'Instant Foods/Meals' product category on TV during January-October

2008 it had a share of around 19% of the Instant Foods advertisements.

Targeting New Segments

Advertisements for Maggi Rice Noodle Mania variants like Shahi Pulao were mostly displayed on GECs

(General Entertainment Channels) rather than kids channels. This is because Maggi is now targeting its

products at the entire family and not only kids.



Maggi noodles commercial ranked 3rd Mint-Synovate TV Advertisement Index survey, which surveyed

750 respondents across New Delhi, Mumbai and Bangalore. Maggi uses a continuous advertising

schedule for its TV ads since its products are not seasonal. TRPs for programmes as calculated by TAM

Media Research are used by the company to decide its sponsorship strategy for different programmes

aired on TV.

Print Media

Maggi did not focus heavily on print media during its launch since its initial target audience was mothers

and kids. Some advertisements in the print media were used to highlight the convenience factor of

Maggi. Maggi introduced this advertisement in various magazines in 2003 to celebrate 20 years of its

product in India. Maggi has recently come out with advertisements in some weekly magazines for its

new Atta noodles and Rice noodles variants. Maggi Rice Noodles Mania had the Highest Column

Centimeter in Print during Jan-Aug 07 among the instant foods category. Growth in noodles/pasta print

advertising grew by 42% in Jan-May 05 compared to Jan-May 04. Of this, Maggi Vegetable Atta Noodles

had 92% share. Maggis expenditure on print media is much lower compared to other media.

Other Media

In-shop cut-outs of Maggi noodles were used to encourage impulse purchase. Maggi launched its Maggi

Club in 1989 which allowed users to trade in empty covers for Maggi in return for exciting gifts. This

strategy was a huge success among kids.

Internet

Nestle Indias website (www.nestle.in) features all its recent Maggi offerings in its products section and

allows users to view TV commercials online as well. Recognizing the growing exposure of Indian middle

class kids and youngsters to the Internet, Maggi has relaunched its Maggi Club in an online version. The

idea of a club or engaging customer to constant cues by way of a social networking environment is

picking up in India after the success of sites like orkut.com and facebook.com. The site (www.Maggi-

club.in) has an India specific extension to enable it to rank higher in searches done from India. It is also

accessible from Nestle Indias website. Registration to the Maggi club online is open only for those

between 10-23 years of age. The site features a crossword, quiz of the day, contests, opinion polls,

group discussions and a hall of fame to highlight top scorers. It also encourages word-of-mouth

promotion by allowing users to score points by spreading the word about the club. The highest scorers

are rewarded with gifts. The content on the site is diverse and sufficient to keep viewers engaged.

Users can also sign up to receive mails about Maggi promotions, special offers and new introductions

thus enabling direct marketing to the e-savvy audience.



Customer Analysis:-

A survey was conducted to analyse consumer behavior and to identify their perception towards

Nestle Maggi by interpreting the answers through research and other techniques.

1. Age Group :Know the age group of the respondent and establish the same of the target market.

Result:As already discussed we wanted to focus on the age group of 20-25. Result of this question shows

that out of 108, more than 82% of the respondents were within this age group.

2. Region:Find out the popularity of Maggi in different parts of India and their behaviour analysis.

Result: Due to constraint of medium of survey and majorly the survey being based in cities of Gurgaon,

Delhi, Jaipur,.Majority of the respondents are from the North region and west region. As total 49%

respondents are from north while 38% respondents are from west zone. So, this survey does not

indicate the trend of whole India, but majorly these two regions.

Age Group% of

Respondents

Number of

Respondents

<20 0.93% 1

20-25 82.41% 89

25+ 16.67% 18


Which region do you belong to?% of

Respondents

Number of

Respondents

North 49.07% 53

South 6.48% 7

East 6.48% 7

West 37.96% 41




3. Frequency:Understand the consumption pattern of the proposed age group and its implications

on the strategy.

Result: Here we can see the consumption pattern of Maggi. Almost 30% of the respondents say that

they eat Maggi at least twice a week. While another 32% respondents vary between once a week to

twice a week. Hence we can see that despite not targeting this age group exclusively, Maggi still is able

to capture large chunk of market share from this target group, and if they focus more on this groups

than there is still a huge scope of improvement.

4.Preference of location:

Understand the consuming pattern of consumers with respect to their preference of location to

determine the promotion strategy.

Result: Here we can see that as many as 61% of the respondents said that given a choice they would

prefer to eat Maggi at home. So, here we can see that Maggi is still considered the evening snack made

at home. Also, 24% of the respondents, all of whom are college going youth said they would prefer

hostel. It shows growing popularity of Maggi amongst the college going youth.

How frequently do you eat Maggi in a month?% of

Respondents

Number of

Respondents

1-3 37.96% 41

3-7 32.41% 35

7-15 20.37% 22

15+ 9.26% 10


Where do you prefer to eat Maggi? % of Respondents

Number of Respondents

Home 61.11% 66

Canteen 12.96% 14

Hostel 24.07% 26

Picnic 1.85% 2




5. Reason for eating:

Understanding the consuming pattern of Maggi and perception of Maggi amongst the consumers.

Result: For 40% of respondents Maggi is a preferential product. This means they would prefer

Maggi over other alternatives. This shows the positive perception and perceived value of Maggi

amongst consumers. Other 60% feels that there is no better alternative that is why they

consume Maggi. This shows superior quality of the product. Maggi has great brand value. They

can build and expand on it. Instant noodles market is growing at a very high rate and there are

many new entrants in the market.

Why do you eat Maggi?

% of

Respondents

Number of

Respondents

It is a preferential

product40.19% 43

No better alternative 59.81% 64




Competitor¶s analysis :-

Maggi is the market leader in the instant noodles segment. Nestle had introduced Maggi as per the

requirements of the customers in India targeting it at customers having time constraints,using

appropriate positioning strategies and hence building high brand equity.However,due to consistent

growth in FMCG market sector and increasing demand of food processing, Maggi is faced with toughcompetition from both local manufacturers as well as other companies such as Top Ramen Snoodles,

HUL instant noodles,chowmein and other instant foods. We can better explain it with the following

surveys:

Alternate Products

Find out where Maggi stands in term of its direct rivals and to analyze it

Result:

As we can see from the graph here, Maggi is by far the most preferred product amongst the instant

noodles market with rating of 2.22- leading by a large margin. Other products are not much preferred

and have almost similar ratings. Players like Wai-Wai and Chings Secret, which are considerably new in

the market have almost catch up with Top Ramen so Maggi will have to be on its toes and will have to

constantly improvise to retain its market leaders position.

1. Alternate Products

Find out where Maggi stands in comparison of other instant, ready to eat products.

1. Rate the following products in order of preferenceResponse

average

Response

total

Maggi2.22 240

Private Players

(Spencers)3.35 362

Wai-Wai 3.16 341

Chings Secret 3.24 350

Top Ramen 3.03 327




Result:

Maggi is the most preferred ready to eat product with a rating of 2.45. Frozen pizzas are also getting

quite popular in this market. Other products have not gained much popularity yet. Further

diversification or innovation with improvement in product will help in further establishing Maggi as the

leader.

Despite facing competition from Top Ramen snoodles and wi wi, Maggi

continues to be the market leader in instant noodles segment.It has

managed to develop consumer loyalty by its marketing tactics and

strategies.

2. Rate your taste preference if available as your ready to eatResponse

average

Response

total

Maggi 2.45 265

Frozen Paratha 3.35 362

Chinese Noodles 3.09 334

Frozen Pizza 2.76 298

Pasta 3.34 361




Conclusion :-

Maggi has been a brand which is very closely associated in our lives. It has provided new dimensions to

instant food markets capturing significant share of heart of consumers specially the kids and the youth.

Despite being in a highly competitive market it has been able to be sustain its customer base and share

of market. The market research conducted was extensive and laid a base for determining

segmentation,taregeting and positioning,which defines the growth story of Maggi. The positioning of

Maggi initially failed due to wrong targeting,but its repositioning strategy of targeting children and

youth worked wonders. It defined new untapped markets and growth opportunities. The marketing mix

strategy which enabled availability of Maggi at every nook and corner of the city, accompanied with

efficient selling and distribution management, lead to significant growth in its sales.Also,its advertising

strategies and appropriate media mix lead to capturing share of mind by increasing brand retention and

brand recall. Maggi has been a success story, which despite of ups and downs, continues to retain its

position of market leader with 44 percent of the total share in instant noodles category.

"Maggi has managed to enter Indian homes to change the traditional food habits of Indian

children on their promise of convenience. This brand has understood the psychology of Indian

mothers and positioned itself for mother-child indulgence."

- Business Week.



Appendix A :-

History of Maggi:

Maggi owes its name to Julius Maggi (1846 - 1912). He was the founder, entrepreneur and

inventor of the first product to bear the brand - MAGGI Soup Seasoning. Born in Frauenfeld, Switzerland,

Julius took over a hammer mill from his father in 1869. At the time the milling industry was in crisis

which enabled Julius to open up new areas of production. He got in touch with physician Fridolin Schuler

who had a concept for improving the nutritional content of meals for the labour classes by making

packaged foods out of milled pulses or legumes.

Together they began developing their product and after two years of experimentation, the first

industrially produced leguminous flour was put on the Swiss market in 1884. When the expected market

breakthrough did not occur, Julius went back to the drawing board and created the Maggi ready-to-use

soups in 1886. He then launched the Maggi flavouring later in the year. More and more products

followed out one after the other between 1887 and 1889. Julius opened subsidiaries inParis, Vienna,Berlin, Bregenz, Singen, and London and also a representative office in the US. The Maggi brand began

to spread swiftly around the world.

Julius Maggi died at the age of 66 following a stroke but his legacy continues to this day. The

company that Julius had founded merged with Nestlé in 1947 and from then on Nestlé has been the

proud custodian of this trusted brand. Over the years, Maggi has grown as a brand and positioned itself

as a Fast to cook! Good to Eat! food product. Towards the end of the century, Maggi was not only

producing powdered soups, but bouillon cubes, sauces and ketchups, and other various flavourings too.

On the global front, Maggi is primarily seen as a brand of dehydrated cooking aids that have slowly but

surely transformed to being a universal savoury brand with numerous ready-to-eat meal variants and

frozen foods. However in India, which is the largest consumer of Maggi noodles in the world. It was only

launched in 1980s by the Nestlé group.



Appendix B:

Depicting the growth of magigi in the untapped Indian markets.



Project on Maggi noodles

Submitted by:-

Section A

Group - 5

Aditi Atre 2010014

Abhinav Gogia 2010005Akanksha Pahwa 2010021

Ankit Gupta 2010034

Anuj Arora 2010042



Topic of the study:

To conduct a research on Maggi instant noodles,on the basis of market analysis includingenvironment analysis, customer analysis, competitor¶s analysis and advertising strategies. In

addition, an attempt is being made to study the segmentation,targeting and positioning of maggi

and presenting conclusions.

Justification and relevance:-

Think of noodles and the first name that comes to your mind is more likely to be Maggi. Maggi

owned by Nestlé is a brand that created a category for itself in the Indian food market. The

brand which is famous for its range of instant noodles, has evolved into a umbrella brand for

Nestlé in the food segment, under which a variety of culinary products and cooking aids are soldall over the world, such as sauce and ketchups, soups, magic cubes, bhuna masala and even

coconut milk powder.

Maggi instant noodles has been a brand which defines how effective marketing strategies can

help in reaping adequate profits and market share in the competitive arena. Ever since Maggi

noodles was launched it has managed to create brand faith and customer loyalty.The biggest

strength of Maggi was its flexible approach and its ability to adapt itself as per the needs of the

target market. When Maggi noodles was perceived as an unhealthy product, they immediately

changed their perception by introducing healthy substitutes of Maggi of vegetable atta noodles

and dal atta noodles. When the traditional tastemaker was changed, the sales declined by large

numbers and Maggi had to re- introduce it¶s original taste.The manner in which they

repositioned themselves was remarkable. Their segmentation,targeting and positioning

strategies based on geo-demographics and Indian psyche,lead them in achieving commanding

heights.

group marketing major project

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