The Brand Maggi

Nestle
Good food good life

Outline of the presentation

Nestle company profile and basic product
category
Maggi noodles
Market share, initial strategy
Product protection
PLC,SWOT,STPD Analysis
Market penetration strategies and hurdles
Current scenario and suggestive promotional
Strategies

About Nestle
The company dated to 1967
Henry Nestle developed a milk based
baby food and soon began marketing
which was the first product of nestle

Nestles product list

Nestle milk maid

Magi pickup
Magi pizza maze
Magi sauces
Nestle munch
Nestle Milo
Nestle ice tea
Nestle natural dahlia etc

What brand name comes to your

mind when I say the word Noodles
Magi

Market share
Magi has 94% Market share
Top Ramen has 4%
Others 2%

Initial Strategies of Magi

It has faced lot of hurdles in India
The major being Indian psyche
Initial Targeting was working women in the
platform of convenience
However despite heavy media advertising
sale of magi was not picking up
Hence NIL conducted a Research

Cont..
NIL promotions positioned the noodles as
convenience to mothers and fun for kids
Tagline Fast to cook, good to eat in line
with the positioning
They promoted further by distributing free
samples, giving gift on return of empty
packets
Effective tagline communication 2 minute
noodles, Taste phi health phi

Product protection in market

The word Noodles was registered By
Nestle India in 1984
Magi is the trademark for noodles category
products from the year 1984

Product life stages

2010

120

2005

100

2000
80

1995
1990

60

Series1
Series2

1985

40

1980
20

1975
1970

0
1

SWOT ANALYSIS
Strength
Market leader
Brand loyally
Distribution channels
Innovative flavors

Weakness
Heavily dept on one
flavor
Health related issues

Opportunities
Unexploited rural market
Increasing no. of working
youths
Affinity of Indians to
Chinese food

Threats
Strong presence of
regional competitors
Competitive pricing (top
Ramen)

DSTP
Differentiation : Taste,Flavor,packaging
Segmentation : Based on lifestyle and habit
of urban Families
Targeting : Kids.Office goers
Positioning : With Statements such as 2
minute Noodles and easy to cook and
good to eat

DSTP Analysis
Differentiation : Taste.Flavor,packaging
Segmentation : Age,Eating habit,lifestyle of
urban families
Targetting : kids,youth,office goers,working
women,health conscious people
Positioning : easy to cook good to eat,2
min noodles,taste bhi health bhi

Market penetration Strategy

Promotional stratergy in school
Advertising straight focus on kids
Innovative new products veg atta
noodles,dal atta noodles,cuppa mania
Availability of diff packages50,100,200gms,400gms-family pack
Conducting regular market survey

Hurdles Faced
Saw decline in 1990- formulation changed
from fried base to air dried base
competition in noodle market top ramen
New product failer dal atta noodle in
sambhar flavor

Current scenario of maggi

Leading brand in india and world over
Reasonable competitive pricing
Creative interactive blogs for customers
www.maggi-club.in

Suggestive promotion
Focus on creating distinctive image, based
on twin benefit of instant and healthy with
emphasis on health conscious and rural
market
Conduct promotional campaigns at
schools in small towns with population not
more than 1000
Strengthen the distribution channel of rural
areas within 100 km of all the metros

Some more
New advertising campaign (tv,radio,print,media
commercials)
Conduct market research to find out the market
penetration of the product in the rural areas
covered
Packaging to be tweaked to accommodate the
pictures of consumers chosen by the company If
the consumer has a story to tell about
maggi,putting him or her on packaging,print or tv
Brand extentions like maggi bhuna
masala,maggi cupa mania instant noodles