maggi

Marketing strategies of maggi

Submitted to : Prof.Iyer

by, Divya kaushal Shivaraman J. Mayank parihar Jabeen Akthar Gauhar Garima Bansal Anu singhal

Nestle is a Swiss company founded in 1866 by Henri Nestle.

Nestle market its products in 130 countries across the world.

Nestle sells over a billion product every day.

Nestle put the nutrition as the core of their business, Nestle main focus is on health and wellness. The main consideration of Nestle is Good Food, Good Life to all consumer.

Introduction

Food and beverages plays a important role in people’s life- not only because of enjoyment and social pleasure of eating together, but more in more terms of personal health and nutrition.

Nestle is committed to provide their customer, consistent quality, safety as well as value for money and convenience.

Great taste is the fundamental of their products and consumer appreciation of good food.

Priority on nutrition, health and wellness.

Core of Nestle Business Good Food, Good Life

Nestlé Norden’s aim is to meet the various needs of the consumer every day by marketing and selling food of a consistently high quality.

Vision Statement :

Mission Statement: To become an inspiring growth partner that

delivers creative, branded food and beverage solutions enabling operators to innovate, and delight our consumers.

Good to know Factual information on nutrition

content Good to remember

Tips for healthy lifestyle, cooking and diet

Good to talk Consumers call to their consumer

services teams or log on to their website.

Objective of Nestle

Maggi noodles is a brand of instant noodles made by Nestle.

It was founded by the Maggi family in Switzerland in the 19th century.

Maggi is the iconic brand of Nestle.

Maggi has been Nestle’s flagship culinary brand not only in India, but globally as well.

Maggi in India

Maggi in India is best known for its flagship product of instant noodles with its various desi sub-segments such as the traditional dal atta , veg atta and rice noodles along with their various variants, Curry, Masala, Tomato, Chicken in the traditional and Shahi Pulao, Lemon Masala and Chilly Chow in the rice noodle segments.

Nestle unleashed Brand Maggi in India almost 25 years ago in 1983 with the launch of its traditional ‘2-minute noodles’ in its masala , tomato and chicken flavours, followed by its curry flavour some years down the line.

Maggi in India

Maggi launched in India at a time when the instant noodle was not that well known a category.

When Nestle India launched Maggi in the country, it used the tagline, ‘Fast to cook and good to eat’, to not only promote the product, but also to educate the ever growing aspirant consumer about the advantages of using it.

Maggi in India

There was a key need for a product that provides good quality food and at the same time was convenient.

Maggi visualized that there should be a product which take less time to cook and consumer uses that product to get fast relief from hunger.

First, Maggi targeted at the kids, because they know these segment want such kind of product from which they can get relief, whenever they feel hungry.

As the result, they came up with Maggi- 2minute Noodles.

Need recognition of Indian Consumer

Maggi Stocks

White Rice Seasoning Chicken Stock Chicken Stock- less salt Beef Stock& Vegetables Stock

Soups

Cook up Soups Instant Soups

Products of Maggi

Products of Maggi Products of Maggi 2 minute

Noodles Chicken flavor Vegetables flavor Pizza flavor Curry flavor Cheese flavor

Ketchups Tomato Chilli Garlic Chilli Extra-Hot Chilli

Segmentation: Age Life style Eating habits of urban

families Targeting

Kids Youth Office Goers Working women

Positioning Easy to cook, Good to Eat 2-minute Noodles

STP Analysis

Competitors of Maggi Maggi Ketchup

Heinz Tops Kissan Cremica

2 min Noodles Top Ramen (tough competitor in terms of

pricing) Soups

Knorr soups

SWOT AnalysisStrength Market leader in their segment Strong brand loyal consumer base Wide range of distribution channel Product according to the need of indian consumer Innovative product

Opportunity Increasing number of working youth Product has been acceptable in youth category Shift to rural market Changing preference of consumer toward Chinese food and fast food.

Weakness Product are dependent on each other Not so much presence in rural market

Threat Price war with competitors Strong presence of regional competitors

BCG Matrix of TigerBCG Matrix

Michael porter’s Five Forces Model

Promotional campaigns in schools Advertising Strategies

Focusing on Kids Availability in different pack sizes

Packing is the biggest plus point of Maggi market penetration

They have product available in all sizes to tap the categories of consumer

New product innovations

Market Penetration Strategies Of Maggi Noodles

Brand recall and Future trends Introducing a fictitious character who can connect

with kids for better brand recall.

Organization contests, Games and industrial visits for school kids to further strengthen the brand image.

Invite housewives to send new innovative recipes made from maggi and introduce rewards for the same.

Foray into the Chinese food segment by introducing branded products for chowmeen, schezwan and Hakka noodles.

THANK YOU