maggi takes the health route
DESCRIPTION
How Maggie brand developed itself in India.TRANSCRIPT
Maggi Takes The Health Route
Introduction to Presentation This presentation looks at the
various phases in the product life cycle of Maggi noodles in India.
It talks about the various measures taken by NIL to keep the Maggi brand fresh in the minds of Indian consumers.
It further discusses the measures taken by NIL to reposition Maggi as a 'health product'.
The presentation ends with the market penetration strategies of maggi noodles.
Maggi in India
Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestlé SA, introduced the Maggi brand in India in 1982.With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles - in the Indian packaged food market.Being the first-mover, NIL successfully managed to retain its leadership in the instant noodles category even until the early 2000s.
Maggi in India Maggi noodles recently
introduced a new variety of its noodles, to cater the health conscious customers like 'Less Salt' and 'No Trans fat'. Over the years, in India Maggi noodles became a popular snack food product.
Competition
• During 1990s, the sales of Maggi noodles declined, and this was attributed partly to the growing popularity of Top Ramen.
• Also they were having a strong competition with local manufacturers.
• Maggi was also facing competition with the chowmin.
Competitive Strategy
To beat the competition: -NIL changed the formulation of Maggi noodles in 1997. However, this proved to be a mistake, as consumers did not like the taste of the new noodles.In March 1999, NIL reintroduced the old formulation of the noodles, after which the sales revived.NIL also introduced several other products like soups and cooking aids under the Maggi brand.In the early 2000s, Maggi was the leader in the branded instant noodles segment, and the company faced little serious competition in this segment.
Competitive Strategy-Cont. In 2005, NIL launched another
instant Maggi Vegetable Atta Noodles. A healthy instant noodles product made of whole wheat flour and vegetables.
In May 2006, Nestle launched a new instant noodles product called Maggi Dal Atta Noodles.
Nestle positioned that instant noodles as a ‘Health’ product that provide 20% extra protein for a child aged between
7 - 9.
Products of Maggi 2 Minute Noodles Vegetable Atta Noodles Dal Atta Noodles Rice Noodles Maggi Sauces Maggi Healthy Soups
Maggi STPD Analysis
SEGMENTATION: Age Lifestyle Eating Habits of Urban Families
Maggi STPD Analysis
Targeting Target audience are:• kids• Youth• Working women• Office goers
Maggi STPD Analysis
Positioning Positioned their product with the
well known slogan• “ 2minute noodles”• “ taste bhi health bhi”• “ Easy to cook, good to eat”• Positioned maggi as hygienic home
made snack.• And positioned their product as to
get fast relief from hunger.
Maggi STPD AnalysisDifferentiation Taste Flavours Packaging
SWOT Analysis Strength• Market leader in their
segment• Strong brand loyal
consumer base• Wide range of distribution
channel• Innovative product
SWOT Analysis Weakness• Not much presence in rural
market.• Strong presence of regional
competitors.• Competitive pricing (Top
Ramen) .
SWOT Analysis Opportunity• Increasing number of
working youth.• Shift to rural market.• Changing preference of
consumer toward Chinese food and fast food.
SWOT Analysis Threat• Price war with
competitors.• Strong presence of
regional competitors.
Market Penetration Strategies Of Maggi Noodles Promotional campaigns in
schools Advertising
Campaigns(with celebrities like Preity Zinta)
Focusing on Kids Availability in different
pack sizes Product innovations
Thank You…