1. THE PRODUCT LIFECYCLEOF MAGGISubmitted By-Gaurav Kumar
AgrahariMBA-M&SIII Sem.
2. Introduction of Maggi 2-minutes noodles It is a Brand of
instant Noodle made by Nestle India Ltd. It was found by the Maggi
family in Switzerland in the 19th century. Nestle launched Maggi
for the first time in India in the year 1982. The Brand is popular
in:-Australia, India, Malaysia, New Zealand, Singapore andSouth
Africa. It took several years and lot of money for Nestle to
establish its Noodles brand inIndia. Now it enjoys around 90%
market share in this segment. Over the years Maggi has launched
several products under its Brand Name.
3. Current Scenario of Maggi Leading Brand in India as well as
World. Current Sales: Approx.10,00,000 boxes55 cr. in India
Reasonable competitive pricing. Creative interaction blogs
forcustomers:www.maggi-club.in Focus mainly on Health
Benefits.World Market ShareMaggi 94%Top Ramen4%Other Local2%Maggi
94% Top Ramen 4% Other Local 2%
4. Concept of PLC and Maturity Stage A concept that provides a
way to trace the stages of a productsacceptance, from its
introduction (birth) to its decline (death).Characteristics of
Maturity Stage Declining sales growth Saturated markets Extending
product line Stylistic product changes Heavy promotions to dealers
and consumers Prices and profits fall
5. Maturity Stage of Maggi In 2003 Hindustan Lever Ltd was all
set to take onNestle's best selling Maggi 2-minute noodles by
launching a newcategory of liquid snacks under its food brand,
Knorr Annapurna. The new product, called Knorr Annapurna Soupy
Snax, was pricedaggressively at Rs 5 and had four variants: two
chicken options and twovegetarian. Like Maggi, Soupy Snax was an
in-between-meals snack and wastargeted at all age groups,
particularly office-goers. In 2005 Nestl India launched MAGGI
Vegetable Atta Noodles.
6. Why Maggi is in Maturity stage Maggi have now become the
Market leader. Brand loyalty is at the highest point of the
consumers. Innovative flavors for Indian taste buds are being
introduced regularly. Advertising strategy is very effective.
Market Leader in Their Segment. It enjoys Strong Brand Loyal
Consumer Base. Wide Range Of Distribution Channel in urban areas.
Product is being launched According To the Need of Indian
Consumerthe Product is also innovative in nature. Established
Family Brands. Strong Global Corporate Brand.
7. Suggestions They can launch new product i.e. they should add
to their existing product line. Focus on creating distinctive
image, based on twin benefits of INSTANT andHEALTHY Conduct
promotional campaigns at schools in small towns with population
morethan 10,000. Strengthen the distribution channel of the rural
areas within 100 KM of all themetros. Launch new advertisement
campaign (T.V., Radio and print media commercials)with the brand
ambassador. Conduct market research to find out the market
penetration of the product in therural areas covered.