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Maggi 2 Minute Noodle
Maggi 2 Minute Noodle
Maggi 2 Minute Noodle
Its 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 - South Africa.
Nestle wanted to explore the potential for such an Instant food among the Indian market. It took several years and lot of money for Nestle to establish its Noodles brand in India. Now it enjoys around 90% market share in this segment.
Over the years Maggi has launched several products under its Brand Name.
convenience targeting the working women. However, the sales of Maggi was not picking up despite of heavy Media Advertising. To overcome this NIL conducted a research. NIL's promotions positioned the noodles as a 'convenience product', for mothers & as a 'fun' product for children. The noodles' tagline, 'Fast to Cook Good to Eat' was also in keeping with this positioning. They promoted the product further by distributing free samples. Giving gifts on return of empty packets, etc. Effective Tagline Communication.
STPD Analysis
Segmentation
Age
Targeting
Kids
Positioning
Fast to cook good to eat 2-minute noodles Taste bhi health bhi
Differentiation
Taste
Eating Habits
Youth
Flavours
Office goers
Packaging
STPD Analysis
Segmentation to Differentiation: Classic Noodles 5 10 yrs. Veg. Atta Noodles Health Conscious. Rice Mania Teenage Cuppa Mania Office goers, Working women.
Hurdles Faced
Sales saw a decline in 1990s: - Formulation changed from Fried base to Air dried base. Competition increased in noodle segment: - Top Ramen - Indo Nissin (Japanese co.) New product launched in market but failed: - Dal Atta Noodles Sambhar flavour. Maggi launched some new products under their brand, but these products were not successful.: - Ketchups, Soups, Tastemakers,etc.
SWOT Analysis
Strengths
Market Leader.
Weakness
Heavily dependent on one product
Opportunities
Unexploited rural market
Threats
Strong presence of regional competitors
Brand Loyalty
Increasing number of working youth Competitive pricing (Top Ramen) Affinity of Indians to chinese food
Distribution Channels. Innovative flavours for Indian taste buds. Advertising Strategy.
well as World. Current Sales: Approx. 90000 boxes Rs. 4,79,49,000 in Mumbai 10,00,000 boxes 55 cr. in India Reasonable competitive pricing. Creative interaction blogs for customers: www.maggi-club.in Focus mainly on Health Benefits.
Maggi 94%
Top Ramen 4%
Other Local 2%
Maggi 94%
Top Ramen 4%
Other Local 2%