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    Nestle: Maggi

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    Rohit Sharma
    Maggi is an instant noodle brand introduced in India in 1982 by Nestle India Ltd. It created an entirely new category of instant noodles in India. Maggi became the market leader with 57% market share through first mover advantage and effective advertising campaigns targeting kids with taglines like "mummy, bhookh lagi hai". Maggi uses an intensive distribution network and offers various product variants, promotions, and competitive prices to maintain its leadership position despite threats from regional competitors.

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    Nestle: Maggi

    Uploaded by

    Rohit Sharma
    52 views17 pages
    Maggi is an instant noodle brand introduced in India in 1982 by Nestle India Ltd. It created an entirely new category of instant noodles in India. Maggi became the market leader with 57% market share through first mover advantage and effective advertising campaigns targeting kids with taglines like "mummy, bhookh lagi hai". Maggi uses an intensive distribution network and offers various product variants, promotions, and competitive prices to maintain its leadership position despite threats from regional competitors.

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    Maggi is an instant noodle brand introduced in India in 1982 by Nestle India Ltd. It created an entirely new category of instant noodles in India. Maggi became the market leader with 57% market share through first mover advantage and effective advertising campaigns targeting kids with taglines like "mummy, bhookh lagi hai". Maggi uses an intensive distribution network and offers various product variants, promotions, and competitive prices to maintain its leadership position despite threats from regional competitors.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
    Download as pptx, pdf, or txt
    52 views17 pages

    Nestle: Maggi

    Uploaded by

    Rohit Sharma
    Maggi is an instant noodle brand introduced in India in 1982 by Nestle India Ltd. It created an entirely new category of instant noodles in India. Maggi became the market leader with 57% market share through first mover advantage and effective advertising campaigns targeting kids with taglines like "mummy, bhookh lagi hai". Maggi uses an intensive distribution network and offers various product variants, promotions, and competitive prices to maintain its leadership position despite threats from regional competitors.

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    You are on page 1of 17

    MARKETING PROJECT

    TRIMESTER 1 | | CAPSULE CLASS


    ACADEMIC SESSION 2020-21

    NESTLE

    MAGGI

    SUBMITTED BY : YOGESH AGGARWAL


    ROLL NO : IGSM/PG2020/0699
    CAMPUS : GREATER NOIDA
    COURSE : PGDM BATCH 2020-22
    INTRODUCTION OF MAGGI
    Nestle India ltd the India subsidiary of the global
    FMCG majors , introduced the Maggi (an instant
    noodle product ) in India in 1982.
    With the launch of Maggi noodle , NIL Created an
    entirely new category – instant noodle in the India.
    Maggi is first introduced in 1872 in Switzerland by
    JULIUS MAGGI , later it is owned by nestle company
    in 1947
    Maggi was the first to bring Protein-Rich legume
    meal to the market . Maggi launched in India at a
    time Instant noodle market was not a popular one.
    In 2005 , “ Maggi takes the health route ”.
    BRAND PERCEPTION
     Nestle had to promote noodles as a concept, before it could
    promote Maggi as a brand. They used strong taglines which
    tapped on the problem statements to address this :
     2 mins noodles — Convenience.
     Taste Bhi Health Bhi — Health.
     2 minute mein Khushiyan (Happyness in 2 minutes) — Fun &
    Happiness.
    • Maggie has been doing this so efficiently that they managed to
    check all the boxes in visual branding. Be it creative packaging,
    colour selection, logo consistency — they are spot on
    Distribution channel
    CARRYING
    Factory GODOWN AND FORWARD
    AGENCYT

    WHOLSALER DISTRIBUTORS

    RETAILER CUSTOMER
    PRODUCT VARIANTS
    MARKETING MIX
    PRODUCT
    MAGGIE 2- MINUTES NOODLES
    MAGGI VEGETABLE ATTA NOODLES
    MAGGI CUPPA MANIA
    MAGGI VEGETABLE MULTIGRAIN NOODLE

    PRICE
    Maggi 2- minutes noodle(masala ,curry)- RS 10
    Maggi aata noodle - Rs 15 per 100 grm
    Tetra pack (400gms)- rs 39 , six pack – RS 57
    PROMOTION
    SALES PROMTION-
    Us e of poster , hanger and tanglers.
    Point of sales
    Backdrops on shelves

    ADVERTISING-
    Children centric advertising
    Maggi club contests, game etc
    Use of tag line
    PLACE
     Maggi follows an intensive distribution network in the
    urban market .
     Seven factor- Punjab, Haryana, Goa, Karnataka , Tamil nadu.

    Channel:
     Malls, distributors, shopkeepers.
     Centralized distributors for big retail outlets
    SWOT ANALYSIS
    STRENGHTS WEAKNESS
    Market leader in its New Innovations were
    segments. not always successful.
    Strong Brands, loyal Lack of Research.
    consumer base. Undermines
    Wide range of competitor’s Threat.
    distribution channel. Negative word of mouth
    Effective Advertising. due to ill effect of Maggi
    Innovative product noodle.
    range.
    OPPORTUNITY THREATS
    Product has been in Price war with
    acceptable in youth competitors.
    category. Strong presences of
    Shift to rural market.
    regional competitors.
    Changing preferences of Tough competitors from
    consumers towards fast local players.
    food.
    It can tie-up with more
    and more restaurants.
    SEGMENTATIONS
    CLASSIC NOODLES - 5 TO 10 YEARS

    VEG. ATTA NOODLES - HEALTH NOODLES

    RICE MANIA - TEENAGERS

    CUP MANIA - OFFICE GOERS


    POSITIONING STRATEGIES
    Nestle unleashed Maggi in India in 1982.
    Nestle iconic Brand Maggi , they have 57% of market
    share.
    First mover Advantage in the Instant Noodles
    segment helped Maggi to retain their market
    leadership over the Years .
    Advertising tagline like “mummy, Bhookh lagi hai”, bas
    2-Minute” and “Fast to cook good to eat” (in 1990s)easily
    positioned Maggi in the minds of target consumers.
    NIL has started to offer aggressive discounts and
    incentives to retailers on maggi.
    TARGET
    The target audience of Maggi is :
     KIDS
     YOUTH
     OFFICE
     WORKING WOMEN
     HEALTH CONSCIOUS
    PEOPLE
    MARKET STRATEGIES
    Promotion campaigns In school.
    Advertising strategy,
    Focusing on kids.
     New product innovation according to the needs of
    customers.
    Availability in different package.
    Conducting regular market research.
    COMPETITORS

    PRODUCED BY:- PRODUCED BY :-


    PRODUCED BY :-
    NISSAN FOOD HORLICKS
    SUNFEAST
    CONCLUSION
    Maggi has achieved a great position in market and
    this product is least affected by its competitors (top
    ramen, yipee and etc )
    Maggi original has been the best , its flavour were not
    able to whet the appetite to the same extent.
     Maggi from last 20 years has managed to remain
    unbeaten in the market because it has always given
    more preference to the taste of people.
    THANK YOU

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