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    Nestle Maggi

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    Lavish Chanodia
    Nestle launched Maggi noodles in India in 1982, creating a new instant food category. It quickly gained a 90% market share through promotions targeting children. In the 1990s, competitors like Top Ramen emerged, but Maggi re-launched its original flavor and sales recovered. By the 2000s, Maggi faced maturity with saturated markets. It launched new product lines like atta noodles but some, like atta noodles, failed due to false nutrition claims, non-vegetarian ingredients that were not clearly labeled, and high prices compared to regular noodles. While Maggi remained popular, controversies hurt its healthy, nutritious brand image.

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    Nestle Maggi

    Uploaded by

    Lavish Chanodia
    576 views14 pages
    Nestle launched Maggi noodles in India in 1982, creating a new instant food category. It quickly gained a 90% market share through promotions targeting children. In the 1990s, competitors like Top Ramen emerged, but Maggi re-launched its original flavor and sales recovered. By the 2000s, Maggi faced maturity with saturated markets. It launched new product lines like atta noodles but some, like atta noodles, failed due to false nutrition claims, non-vegetarian ingredients that were not clearly labeled, and high prices compared to regular noodles. While Maggi remained popular, controversies hurt its healthy, nutritious brand image.

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    Nestle launched Maggi noodles in India in 1982, creating a new instant food category. It quickly gained a 90% market share through promotions targeting children. In the 1990s, competitors like Top Ramen emerged, but Maggi re-launched its original flavor and sales recovered. By the 2000s, Maggi faced maturity with saturated markets. It launched new product lines like atta noodles but some, like atta noodles, failed due to false nutrition claims, non-vegetarian ingredients that were not clearly labeled, and high prices compared to regular noodles. While Maggi remained popular, controversies hurt its healthy, nutritious brand image.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    576 views14 pages

    Nestle Maggi

    Uploaded by

    Lavish Chanodia
    Nestle launched Maggi noodles in India in 1982, creating a new instant food category. It quickly gained a 90% market share through promotions targeting children. In the 1990s, competitors like Top Ramen emerged, but Maggi re-launched its original flavor and sales recovered. By the 2000s, Maggi faced maturity with saturated markets. It launched new product lines like atta noodles but some, like atta noodles, failed due to false nutrition claims, non-vegetarian ingredients that were not clearly labeled, and high prices compared to regular noodles. While Maggi remained popular, controversies hurt its healthy, nutritious brand image.

    Copyright:

    © All Rights Reserved
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    of 14

    NESTLE MAGGI

    INTRODUCTION TO NESTLE
    2-MINUTE MAGGI NOODLES
    Its a brand of instant noodles made by Nestle India
    Limited.
    It was found by the Nestle family based in Switzerland in
    the 19th century.
    Nestle launch Maggi in India in year 1982.
    Nestle wanted to explore the potential for instant food
    among the Indian consumers.
    It took several year and investment on part of nestle to
    establish itself in India
    Now it enjoys a 90% market share in this segment.

    PRODUCT LIFE CYCLE


    A concept that provides a way to trace the
    stage of a products acceptance, from its
    Introduction (birth) to its decline (death)

    INTRODUCTORY STAGE

    High failure rates


    No competition
    Frequent modification
    High production cost
    Nestle India limited, an Indian subsidiary of the global
    FMCG major, Nestle introduce the Maggi brand in India
    with its 2-mintue Noodles.
    With the launch of Maggi noodles, NIL create an entirely
    new food category instant food in Indian packaged food
    market. Since then NIL has been able to retain its
    leadership in the instant noodles food category.

    MARKET PENETRATION
    Promotional campaign in school
    Advertising strategy : focus on young
    children
    New product innovations according to the
    needs of customer : Vegetable Atta
    Noodles, Cuppa Mania, Dal Atta Noodles
    Different packaging : 50grms, 100grms,
    packs

    GROWTH STAGE

    Increasing rates of sales


    Entrance of competitors
    Initially healthy profits
    Development costs are recovered
    In early 1990s the demand for Maggi Noodles start to fall
    due to launch of top Ramen ,another instant Noodle
    product
    So In order to increase sales, NIL formulated the flavor of
    Maggi Noodles which was not accepted by the
    customers
    In march 1999 NIL Re- launched the old version of
    Maggi Noodles, after which the sales review.

    MATURITY STAGE

    Decline sale growth


    Saturated market
    Extending product lines
    Heavy promotions to dealers and consumers
    Price and profit fall
    In 2003 HLL introduced knorr Annapurna, a liquid snack
    segment in competition to NILs Maggi range
    The new product by HLL was price at Rs. 5/- and came
    in 4 variants
    Like Maggi, soupy snax targeted all age-group,
    particularly office goers

    SEGMENTATION TO
    DIFFERENTAITION

    Classic Noodles 5 to 10 years


    Veg. Atta Noodles health conscious
    Rice Mania teenagers
    Cuppa Mania office goers

    Decline Stage
    Long drop in sales
    Large inventories of unsold items
    Elimination of all non-essential market
    expenses

    Analysis Why Atta Noodles


    failed ??
    In 2005 NIL launch Maggi Veg. Atta Noodles
    It was based on consumers needs for more
    whole grain based products
    Extensive research and development was done
    by the NIL team
    Maggi Atta Noodles provided all the essential
    dietary fiber of whole wheat grains
    Maggi Atta Noodle were priced more than the
    regular Noodles in the market

    Reason for failure


    PRICE: the price of Atta Noodles was little more than the
    regular Noodles
    FLASE CLAIMS: in October 2008 Nestle mistakenly
    aired an ad claiming that Noodles helps in building a
    strong muscles and bones. The Indian Advertising
    Standard Authority declared it a false claim later
    NOT PURELY VEGETARIAN: Maggi Atta Noodles
    contained additives such as E250d and E627 which are
    made by fish and hence not suitable for vegetarians
    LACK OF ESSENTIALNUTRIENTS: It lacked presence
    of essential vitamins such as A and C. Moreover it
    targeted health conscious people but it contained a high
    percentage of fats.

    Back Cover Of Atta Noodles Pack


    Nutrition facts
    Serving size :

    100g

    Amount per serving


    Calories
    Calories from fat
    Total fat
    Saturated fat
    Trans fat
    Sodium
    Total carbohydrate
    Sugars
    Protein
    Vitamin A
    Vitamins C
    Calcium
    Iron

    350
    110
    13g 20%
    1g 5%
    0g
    800mg 33%
    50g 17%
    3g
    9g 18%
    0%
    0%
    0%
    0%

    Est. percent of calories from:


    Fat
    Carbs
    Protein

    33.4%
    57.1%
    10.3%

    All were false claims of being nutritious

    Some Maggi Noodles


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    MaggiThe Product Life Cycle

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