SIVA SIVANI INSTITUTE OF MANAGEMENT

Nestle India
Brand Audit Report
PBM ASSIGNMENT
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Nestle company
Nestlé S.A. is the largest consumer packaged Goods Company in the world,
founded and headquartered in Vevey, Switzerland. Nestlé originated in a 1905
merger of the Anglo-Swiss Milk Company, which was established in 1866 by
brothers George Page and Charles Submitted
Page, and by:
the Farine
AmritLactée Henri Nestlé
Singhania
18063
Company, which was founded in 1866 by Henri Nestlé. The company grew
Ankit Singh 18064
significantly during the First World War and following the Second World War,
Bhawna Srivastava 18069
eventually expanding its offerings beyond its early condensed milk and18079
Hardy infant
formula products.

Nestlé is more than just the largest food and Beverage Company in the world.
Increasingly, Nestlé is becoming the world’s leader in nutrition, health and
wellness. From the start, nutrition has been at the core of our business.
However, today we place far greater emphasis on it – and on health and
wellness. Our Corporate Wellness Unit and the individual business units are
driving forces in bringing Good Food, Good Life to all our consumers.

• Nestlé markets its products in 130 countries across the world

• Nestlé manufactures around 10,000 different products and employs
some 250,000 people
• Nestlé sells over a billion products every day
• Around 3,500 people from over 50 countries work in Nestlé’s worldwide
network of 17 research, development and product testing centers. The
Nestlé Research Center in Switzerland is our major
• Think-tank. It’s a constant source of new ideas and scientific knowledge
that feeds the pipeline for all

Nestlé products and brands

The Nestlé brand portfolio covers practically all food and beverage categories:
milk and dairy products, nutrition (infant, healthcare, performance and weight
management), ice cream, breakfast cereals, coffee and beverages, culinary
products (prepared dishes, cooking aids, sauces etc.), chocolate and
confectionery, petcare, bottled water. Many brands have category leadership,
both globally and in local markets. Many have existed for several decades.
Some, like S.Pellegrino – the mineral water from Italy – and Nestlé Moça in
Brazil, are well over 100 years old.

The best-known global brands include Nescafé, Nestea, Maggi, Buitoni, Purina
and of course Nestlé itself. Other brands also sell in many countries – for
example, Milo, Nesquik, Nespresso, Kit Kat, Smarties, Polo, Friskies, Perrier
and Vittel. The total number of brands – including local brands – reaches into
several thousands.

Milk products and nutrition account for around 45 per cent of Nestlé India’s
total revenues. The Company’s beverage products generate 22 per cent of the
company’s total revenues, while prepared dishes and cooking aids generate
18 per cent, and chocolate and confectionery 15 per cent. Nestlé India has
over the years built strong brands like MAGGI, NESCAFE, CERELAC,
LACTOGEN, KITKAT and POLO.
Nestle is major player in many segments of the FMCG sector such as noodles
and sauces [MAGGI], instant coffee [NESCAFE] and weaning foods. Nestle
products are sold throughout India and are also exported to Russia, Hungary,
Japan, USA and Several other countries. These include certain international
products like Nescafe and Lactogen, as well as select culinary products to
meet the demand of the ethnic Indian population living abroad. For three
years in succession [from 1999-2000 to 2001- 2002], Nestle India was
recognized with the top Exporter Award for export of Instant Coffee, and for
export of all coffees to Russia and CIS Countries.
Product Product Information Packaging

MILK PRODUCTS

It is a creamy Dairy Whitener which

is specially made to add a rich,
smooth taste to your tea. Every
time, every day.

NESTLÉ EVERYDAY Dairy Whitener

was launched in India in 1986 and
this innovative product created a
separate category of Dairy
Whiteners in India.

It is 100% Shudh [pure] Ghee which is

untouched by hand and hygienically packed.

NESTLÉ Milk ensures high quality

and safety. NESTLÉ Milk goes
through Ultra Heat Treatment to
provide bacteria-free milk to its
consumers. The product also goes
through stringent quality checks
and can be consumed straight from
the pack as no boiling is required.
The sealed pack of NESTLÉ Milk has
a shelf life of 120 days without
refrigeration.

NESTLÉ Slim Milk ensures high

quality and safety. NESTLÉ Slim Milk
has a fat content of less than 0.5%.
NESTLÉ Slim Milk goes through Ultra
Heat Treatment to provide bacteria-
free milk to its consumers. The
product also goes through stringent
quality checks and can be
consumed straight from the pack as
no boiling is required. The sealed
 pack of NESTLÉ Slim Milk has a shelf
life of 120 days without refrigeration

NESTLÉ NESVITA PRO-HEART

ensures high quality and safety.
NESTLÉ NESVITA PRO-HEART goes
through Ultra Heat Treatment to
provide bacteria-free milk to its
consumers. The product also goes
through stringent quality checks
and can be consumed straight from
the pack as no boiling is required.
The sealed pack of NESTLÉ NESVITA
PRO-HEART has a shelf life of 120
days without refrigeration.

It is 100% Fresh and Natural and is made

from fresh, high quality pasteurized toned
milk. It has all the goodness of natural
Calcium and the Cultures used in
NESTLÉ Fresh 'n' Natural Dahi help
improve digestion.
Deliciously Thick! Deliciously Healthy!

The first low fat product in the category,

this product is made from high quality teh
pasteurized double toned milk and has no
added preservatives.
NESTLÉ Fresh 'n' Natural Slim Dahi is
made with all the goodness of natural
Dahi, but is now even healthier and better
- it is 98% fat free and every 100g
serving provides as much as 35% * of
your daily Calcium needs. All this in a

NESTLÉ Fresh 'n' Natural Slim Dahi –

the tasty, low fat way to a fit and healthy
lifestyle.

Keep fit. Look good

NESTLÉ Fresh n Natural Raita -
Bhuna Jeera offers all the nutritional
goodness of Dahi and real Jeera
helping improve digestion.

It is extremely versatile - Use it as a

base to prepare your own favourite
raita, by adding vegetable.

Nestlé NESVITA – India’s first Dahi

with Probiotics – For Healthy Digestion
Nestle NESVITA Dahi is a deliciously
thick ‘n’ tasty low fat DAHI enriched
with the goodness of more than 100
CRORE special PROBIOTICS in every
serving (100g), which work hard
everyday to ensure your digestive system
is strong and healthy.
FEEL BETTER EVERYDAY

Nestlé has introduced the MILKMAID

Fruit Yoghurts range in Strawberry and
Mango variants.
This new innovation combines the
goodness of natural yoghurt and real fruit
and has been developed inline with the
key consumer health trends and feedback
from consumers. Being 98% fat free, this
product is perfect for that indulgent
moment providing the healthy sweetness.
Packaged in an attractive shrink sleeved
tub and endorsed by the MILKMAID
brand, Nestle MILKMAID fruit yogurts
truly stand up to delivering on their
promise - “Anytime treat , Anytime
health”.
is a Partly Skimmed Sweetened Condensed
Milk. NESTLÉ MILKMAID is a versatile
product and excellent as a dessert ingredient.
Lip-smacking desserts can be whipped up in
the shortest possible time.
NESTLÉ MILKMAID is a globally
recognised and popular brand of Nestlé. It has
been available in India ever since the
Company first started importing and selling its
products over 90 years ago.

Introducing NESTLÉ NIDO, the world’s

No. 1 children’s milk brand.
NESTLÉ NIDO is a nutritious milk,
specially formulated for growing children
from the age of 2 years onwards.
Fortified with 25 essential nutrients, two
glasses# of NESTLÉ NIDO provide 100%
of the child’s RDA* of calcium and
vitamin D that help in the development of
stronger bones for healthy growth.

BEVERAGES
It is 100% Pure Instant Coffee
NESCAFÉ CLASSIC has the
unmistakable taste of 100% pure coffee
and is made from carefully selected
coffee beans picked from the finest
plantations, blended and roasted to
perfection. 100% coffee…100%
pleasure…..
NESCAFÉ SUNRISE Premium is an
Instant Coffee-Chicory mixture
(Coffee:Chicory = 70%:30%).
A fine blend of Arabica and Robusta
beans is specially granulated to
retain its fresh aroma and flavor,
giving you an incomparable coffee
experience.

NESCAFÉ SUNRISE Special is an

Instant Coffee-Chicory mixture
(Coffee:Chicory = 60%:40%)

A special blend of select Robusta

coffee beans are specially roasted
to give you great, stimulating coffee
taste and aroma. And at a price that
is so affordable.

The world's favourite instant coffee brand

NESCAFÉ brings two delicious new
Cappuccino variants - NESCAFÉ Choco
Mocha and NESCAFÉ Vanilla Latte.
Treat yourself to its rich coffee taste and
delicious froth.

Comforting, relaxing - a delicious cup of

NESCAFÉ Cappuccino is a great way to
enjoy a true café experience at home
Bring home the café experience
New NESTEA Iced Tea with Green Tea
brings natural, healthy goodness of Green
tea into your glass. Green tea is a good
source of NATURAL ANTIOXIDANTS
which are known to protect body cells
from damage caused by free radicals.
Feel good everyday with the refreshingly
light taste of NESTEA with Green Tea.

NESTEA Iced Tea is a special blend of

natural tea & natural fruit flavour. Its so
convenient to make that now you can
enjoy your favourite iced tea at home.
1 glass of NESTEA Iced Tea provides
you with 50% of your daily requirement
for Vitamin C*.
Enjoy its great Refreshingly Good taste!

New NESTEA Instant Tea gives you a

full-bodied, rich tasting cup of flavourful
tea. Refresh yourself with a delicious cup
anytime you want!
New NESTEA Instant Masala Tea is a
delicious cup of tea with the flavour of
traditional Indian spices like ginger and
cardamom. Refresh yourself with this
aroma filled, great-tasting tea!

NESCAFÉ 3in1, a perfectly balanced mix

of 100% pure instant coffee, skimmed
milk and sugar that gives you a cup with
great coffee taste and aroma. Go ahead,
enjoy the taste of your favourite coffee –
anytime, anywhere!
It is very easy to prepare. Just empty the
sachet into a cup, pour hot water
(~120ml) and stir. A great-tasting cup is
ready!

Or, to enjoy a refreshing cold coffee taste,

empty contents of sachet in a small glass.
Add cold water (~120ml) and stir. Top it
up with 2-3 ice cubes and serve!

What’s more, new NESCAFÉ 3in1 is low

fat and enriched with Calcium. So with
great taste, you also get a cup full of
goodness.

Available in two convenient packs – the

single serve sachet for Rs. 5/- as well as
the stylish multi-pack, containing 5
sachets, for Rs. 25/-.
Very tasty very easy
PREPARED DISHES AND COOKING AIDS

MAGGI 2-MINUTE Noodles is one of

the largest & most loved snack food
brands that defines the Instant Noodles
category in India. We’ve recently
launched two new flavours in the short
space of two months – Thrillin Curry &
Tricky Tomato Noodles. Blending
Emotions with ingredients , the two new
flavours deliver strongly on “Taste Bhi
Health Bhi”. It is now available in 4
delectable flavours: Masala, Chicken,
Tricky Tomato and Thrillin Curry.

Each Pack of MAGGI Noodles also

provide Protein & Calcium which are
essential nutrients for you at all stages of
life. 90g of MAGGI Noodles meets 20%
RDA* of Protein for children (14% for
adults) and 23% RDA* of Calcium for
both children and adults!
MAGGI recently launched its latest
Renovation - MAGGI Vegetable Atta
Noodles, an offering that exemplifies
"Taste Bhi Health Bhi".

Tasty because it is loaded with everyone's

favourite "MAGGI Masala" taste &
healthy because it now has more real
vegetables in its garnish and is packed
with the power of fibre. One 85g pack of
MAGGI Vegetable
Atta Noodles provides dietary fibre equal
to 3 prepared rotis (20g each).

MAGGI vegetable Atta Noodles is

available in a fresh, vibrant and eye-
catching packaging.

Each offering of MAGGI noodles has

been developed keeping in mind the
Indian palate & what the consumer likes
and dislikes.
Since in today’s fast paced busy life,
multitasking is a reality, the consumer
wants something that fits with such a
rushed lifestyle. He/she seeks a product
which in addition to being tasty and
healthy is convenient to prepare, eat and
at the same time is also filling.

The new MAGGI Healthy Soups have

been carefully prepared through the
Research and Development efforts of
Nestlé Group and are even more
delicious, quick to prepare, convenient
and healthy.
Taste Bhi, Health Bhi!.
MAGGI Healthy Soups contain real
vegetables, are low fat, low cholesterol
and free from synthetic colours and added
MSG.
These superior healthy soups are now
available in an enhanced range of 10
delicious variants:

Home Style
Creamy Chicken
Mixed Vegetable
Rich Tomato
Masala Noodles Soup

Chef Style
Cream Mushroom
Sweet sour tomato noodles
Tangy tomato vegetable
Palak Corn Soup

Chinese Style
Chinese Sweet corn chicken
Chinese Sweet corn vegetable
Chinese Hot & sour vegetable
Oriental Thai Noodles Soup
The first ever fortified taste enhancer that
can be used across different cuisines in
India. It is not a simple masala, but is
unique in that it efficiently enhances the
taste inherent in
the food ingredients already present. It is
specifically fortified with Iron, Vitamin A
& Iodine that are known to be widespread
deficiencies in India.
We have been making you laugh over
these years with our communication, over
an oft repeated line ‘It’s different’. Now,
it is your turn to make someone laugh, to
'Make a Difference'
So with MAGGI Sauces, "Hasao Khushi
Phelao, India ko Healthy Banao". Make a
Difference!'" Call 011-49750000^, joke
suno sunao & you have a chance to get
famous on radio, sauces bottles, internet
and IVR".
MAGGI Pichkoo is a small doy pack
which makes MAGGI Tomato ketchup
affordable to a host of new consumers.
Along with affordability, it's packaging
makes it easy to handle and carry. It's
endearing name, packing and great taste
evokes a resounding reaction....It's
different.

Now you do not need to order from

outside and wait for 30 minutes. With
MAGGI Pizza Mazza one can prepare
delicious pizzas within minutes. You can
also have the mazza of the pizza on other
items like naans, footlongs and of course
the most easily available of them all –
bread slices. Available in a 300 gm jar,
each bottle is good for 5 pizza bases. So
go ahead and treat your family to the taste
of authentic pizzas tonight!
MAGGI MAGIC Cubes : it is highly
versatile and adds a deep, rich taste to
your dishes. Just crumble a cube, add it to
your dish, stir well, and then taste the
magic!

Use them for making curries, rice dishes

and even Biryani!
MAGGI MAGIC Cubes are available in
two exciting variants - Vegetarian Masala
and Chicken.
MAGGI, the pioneer and creator of 'Taste
Bhi Health Bhi' has introduced another
great tasting and healthy variant in its
popular range of MAGGI Noodles.
MAGGI Vegetable Multigrainz Noodles,
is made with Ragi, Corn, Jowar and
Wheat. It offers the consumer multi-'gun'
(benefits) as it is a source of Protein,
Calcium and Fibre, and has added
vegetables. MAGGI Vegetable
Multigrainz Noodles is available with a
delicious "Spice Remix" tastemaker. The
inspiration for the product comes from
the growing consumer preference for a
healthier lifestyle, and the deep
understanding that MAGGI has
developed about Indian food habits and
culture- the insight that a multiplicity of
grains are used in everyday foods across
the country.
MAGGI is revolutionizing the Indian
kitchen with its latest offering.
Strengthening its core proposition of
taste, convenience and happiness,
MAGGI Bhuna Masala takes it to the
next level- the mothers’ ally for
conveniently cooking great tasting,
wholesome food for the family everyday.
Based on intensive research and in depth
understanding of Indian food habits and
cooking practices, MAGGI Bhuna
Masala allows the housewife to prepare
everyday, a large variety of tasty dishes
without the hassle of chopping &
frying. The dishes retain that “special
touch” of the housewife as she adds her
own spices.
No more scraping and squeezing to
extract coconut milk. Presenting -
MAGGI Coconut Milk Powder: get rich
coconut milk fast and easy by simply
adding warm water! Manufactured from
the best Sri Lankan Coconuts, it is easy to
use and ideal for curries, casseroles, rice
preparations, cakes, cookies and blender
drinks.
To further delight the consumer, MAGGI
now launches another range of products
for tasty and healthy eating – NUTRI-
LICIOUS PAZZTA. This quick cooking
pasta can be conveniently prepared in
just 5 minutes, at any time of the day
that you want a tasty and healthy light
meal. MAGGI NUTRI-LICIOUS
PAZZTA is made from 100% Suji, and
is a source of Protein and Fibre. It is
being launched in two delicious flavours
‘Masala Penne’ and ‘Cheese Macaroni’.
Sanjeevni MAGGI Healthy Cup Soup.
Traditional recipes for good health, made
with ingredients time-tested for their
goodness, like Amla, Spinach, Dal and
tomato. Available in an easy to use cup-
just add hot water and treat yourself to a
cupfull of good life.
Anything anywhere insantly

CHOCOLATES AND
CONFECTIONARIES
NESTLE BAR-ONE is has been re
launched with a delightful new taste &
exciting packaging. Nestle BAR-ONE is
a delicious combination of luscious
nougat caramel, & an intense choco layer.

It is crisp wafer fingers covered with

chocolayer. NESTLÉ KITKAT has a
unique finger format with a ‘breaking'
ritual
attached to it.
NESTLÉ KITKAT is one of the most
successful brands in the world and every
year over 12 billion NESTLÉ
NESTLÉ KITKAT fingers are consumed
around the globe

KIT KAT CHUNKY, a favorite around

the world, is now in India. It comes in
two delicious variants - KIT KAT
CHUNKY Choko and KIT KAT
CHUNKY Hazelnut made from cocoa
beans from Africa and real hazelnut paste
from Turkey.

It’s easy to open tear – away packaging

has been launched for the first time in the
Indian market. Each bar has three
portions for you to enjoy one delicious
chunk at a time.
Nestlé MUNCH Guru pack is yet another
offering from MUNCH that provides
great value-for-money for MUNCH
lovers. It is a delicious chocolaty treat
that delivers the superlative crunch which
MUNCH is known for.
With less than 80 calories per serve and
affordable price, Nestlé MUNCH Guru
pack is delighting consumers all over the
country.

Nestlé MUNCH is wafer covered with

delicious chocolayer and is the largest
distributed brand in its category. The new
MUNCH campaign highlights the great
crunchy taste that has made MUNCH so
popular. To know more view the new ad
here. Mera MUNCH mahan!
MUNCH POP CHOC" is a pack of
delightful crunchy chocolaty nibbles -
wafer cubes covered with delicious chocó
layer. There is an easy way to eat this
chocolicious treat - Just Open Pop &
Enjoy!"

NESTLE MILKYBAR has the goodness

of milk and the power of calcium packed
in every bite. Give your kids the power of
MILKYBAR and watch the champions
say DUM HAI TO BAHAR NIKAL

MILKYBAR CHOO - the tasty chewy

MILKYBAR - now has power of
Calcium! Outdoor champions, grab one
now. Also available in yummy
Strawberry and Choko flavours!!
mm, mm,
 NESTLÉ Milk Chocolate is a milk
chocolate with a delicious taste. Kids just
love it!

POLO is popularly described as a

‘Refreshmint'. It is unique in the category
– ‘The Mint with the hole'.

POLO-The mint with the hole, now at 50

paisa !!

NESTLÉ Eclairs with an irresistible

outer layer of caramel and a yummy
milky filling, you will not find a better
temptation.
NESTLÉ Chocolate Eclairs made up of
Delicious caramel on the outside with a
Chocolate filling in the inside. A favorite
amongst all, it has the entire nation
rolling, chewing and phisloing over it

a delicious new wave of strawberry

flavour in your favourite MILKYBAR
Eclairs

New milkybar crispy wafer

Kuch to naya try kar

Food is local
Nestlé’s success is based firmly on the concept that “food is a local matter“.
Although its products are available in virtually every corner of the world,
company doesn’t believe in a standard worldwide taste. On the contrary, they
go to considerable lengths to adapt their products to local consumers’ tastes.
These can vary widely, not only from country to country, but even inside a
country. To meet local needs, there are more than 10,000 Nestlé products.
Almost 500 factories in over 80 countries produce them. Different cultures,
different geographies, different needs, tastes, flavors and habits all influence
what consumers eat and drink.
Nestlé has built bonds with its customers by ensuring that its products are
available whenever they may need them; wherever they may be and however
they may want them.
The following are some of the strategies used by Nestle for market expansion:
• Availability of NESCAFE enhanced through an expansion of the vending
machine network.
• New consumption opportunities for chocolates and confectionery were
identified and developed in areas like railway platforms, college
canteens and major events.
• Nestle set up ‘Café Nescafe’ and ‘Coffee Corners’ across metros and
mini-metros.

Distribution strategy

Nestlé has developed distribution channels which ensure the availability of its
products to buy wherever and whenever the consumer wishes to purchase it.
Sales of confectionery depend heavily on its availability, with market research
showing that well over 60% of all purchases are made on impulse.
Consequently, Nestlé tries to supply as many outlets as possible - both
wholesaler and retailer channels.

Point of sale merchandising is also important when consumers are making

instant, snap decisions from a wide range of products on view. Instantly
recognizable packaging also helps to tempt customers. Shoe shops, for
example, have recently been identified as having potential for confectionery
sales owing to the large number of families that visit them. It is also predicted
that confectionery, along with all foodstuffs, will become available through
cable and interactive television, videophones and the Internet.
Packaging

The pack is in the consumer’s hands at a precisely relevant moment – just

when they are about to buy, prepare or consume the product. But simply
giving consumers nutritional information isn’t very helpful. The Nestlé
Nutritional Compass which is being included on all packaging is user-friendly,
easy to read and puts nutrition into a wider context. It comprises three
elements:

• Good to know: which gives factual information on nutritional content

• Good to remember: which gives tips for healthy lifestyle, cooking and
diet
• Good to talk: which invites the consumer to call Consumer Services
teams or log on to websites
The Nestlé Nutritional Compass on our
product packaging was launched in
2005 and was the first worldwide
nutrition labeling initiative from any
food company.
Brand elements

Nestle Logo

• Henri Nestlé, the founder of

Nestlé, was a life-saving
chemist but also an innovative
marketer. He used scientific
knowledge to develop products
that met consumer needs. He
used his name to brand his
products in a distinctive way.
And he set up systems to
distribute his products quickly
and effectively.

• Since his name is German for

“little nest”,
• Henri Nestlé decided to use a
bird’s nest as his trademark.
Today it’s one of the best known
logos around the world,
communicating Nestlé’s
emphasis on nutrition for a
healthy life.

History of Nestle Logo

• The Nestlé logo was launched
by Henri Nestlé in 1868 on the
basis of the meaning of his
name in German, i.e. little nest,
and of his family emblem

• Henri obtained a 15-year French

patent for his logo in 1868. After
he retired, it was registered in
Vevey in 1875 by the new
owners of his company.

• In 1938, the traditional nest

design was combined with the
"Nestlé" name to form what is
called the combined marking
1966 the design was simplified.

• In 1988, the worm in the mother

bird's beak was removed and
the fledglings became two
instead of three. It is said that it
was meant to better illustrate
the activities of the company,
no longer active only in
nutrition, and to reflect the
average modern family of two
children.

• The logo we know now has just

been simplified.
• The tree is supposed to
represent an oak and the bird’s
thrushes.
 • An Old Nestle chocolate Print
Advertisement along with logo

Present day logos

Nestle Company Milk Products Nestle Coffee : Nestle Tea:

Logo Nescafe Nestea

Nestle Noodles : Confectionaries Chocolate Nestle

Maggi Company
Other Brands and logos

The Nestlé Company is built on the foundation of very strong brands. Some
are global, others are regional, and many are local to a specific country.
Nestlé. Punch line: Good Food, Good Life

Nestle Uses four simple words to describe what they believe in and what they
offer to consumers around the world: “Good Food, Good Life“. Food and
beverages play an increasingly important role in people’s lives – not only
because of the enjoyment and social pleasure of eating together, but more
and more in terms of personal health and nutrition. Although it’s important,
nutrition is only one aspect of “Good Food, Good Life“. Consistent quality and
safety, as well as value-for-money and convenience, all play a part. Above all,
great taste is fundamental to their products and their consumers ‘appreciation
of good food.

Pricing
Nestle follows Multi Point Pricing Strategy.(Skimming and Single Pricing )

Affordable products

For lower-income consumers in many countries, Nestlé is marketing a range of

products at affordable prices. Although low in cost, they provide a balanced
diet by compensating for local dietary deficiencies, and combine good taste
with convenience and relevant nutrition. Kit Kat is the single largest chocolate
brand in Japan. In the UK, its country of origin, it sells around three million
units each day.

Ever since its launch in India in 1983, this brand has become synonymous with
noodles. The bright red and yellow colors of the packet with the brilliant blue
’2-minute Noodles’ printed on it has found a place on every kitchen.

Over the years, Maggi has grown as a brand and positioned itself as a ’Fast
to cook! Good to Eat!’ food product.

Well the history of this brand traces back to the 19th century when industrial
revolution in Switzerland created factory jobs for women, who were therefore
left with very little time to prepare meals. Due to this growing problem Swiss
Public Welfare Society asked a miller named Julius Maggi to create a vegetable
food product that would be quick to prepare and easy to digest. Julius, the son
of an Italian immigrant came up with a formula to bring added taste to meals
in 1863. Soon after he was commissioned by the Swiss Public Welfare Society,
he came up with two instant pea soups & a bean soup- the first launch of
Maggi brand of instant foods in 1882-83.Towards the end of the century,
Maggi company was producing not just powdered soups, but bouillon cubes,
sauces and other flavorings.

However in India (the largest consumer of Maggi noodles in the world!) it was
launched in 1980’s by Nestle group of companies. Maggi had merged with
Nestle family in 1947.

When launched it had to face a stiff competition from the ready to eat snack
segments like biscuits, wafers etc. Also it had other competitor the so called
’home made’ snacks which are till today considered healthy and hygienic.
Hence to capture the market it was positioned as a hygienic homemade
snack, a smart move. But still this didn’t work, as it was targeted towards the
wrong target group, the working women. Although the product was developed
for this particular purpose.

After conducting an extensive research, the firm found that the children were
the biggest consumers of Maggi noodles. Quickly a strategy was developed to
capture the kids segment with various tools of sales promotion like pencils,
fun books, maggi clubs which worked wonders for it. No doubt the ads of
maggi have shown a hungry kid saying ’’Mummy bhookh lagi hai’’ to which
his mom replies ’’Bas do minute!’’ and soon he is happily eating Maggie
noodles. The company could have easily positioned the product as a meal, but
did not, as a study had shown that Indian mentality did not accept anything
other than rice or roti as meal. They made it a easy to cook snack that could
be prepared in just two minutes.

The formula clicked well & maggi became a brand name. That’s precisely what
is required in making a product a brand The brand has grown to an estimated
200 crore & contributes to around 10% of Nestle India’s top line.

Facts

• The Indian noodles market is worth Rs 1,500 crore and is seen growing
at 15 to 20 per cent annually.
Which brand comes to your mind when you think of noodles

Cumulative
Frequency Percent Valid Percent Percent

Valid Knorr Soupy Noodl 3 5.3 5.3 5.3

Maggi 50 87.7 87.7 93.0

Top Ramen 4 7.0 7.0 100.0

Total 57 100.0 100.0

Which Advertisement of Maggie product do u like most

Cumulative
Frequency Percent Valid Percent Percent

Valid Noodles: “Me Aur Me 37 64.9 64.9 64.9

Pazzta: “Nutri-Licio 1 1.8 1.8 66.7

Sauces: “It’s Differ 10 17.5 17.5 84.2

Soups: “Taste Bhi, H 9 15.8 15.8 100.0

Total 57 100.0 100.0

When you think of maggie what comes to your mind instantly

Cumulative
Frequency Percent Valid Percent Percent

Valid 2 minute noodle jingle 32 56.1 56.1 56.1

Masala smell 10 17.5 17.5 73.7

Red yellow logo 10 17.5 17.5 91.2

Taste bhi health bhi tag line 5 8.8 8.8 100.0

Total 57 100.0 100.0

When you think of maggi which product comes to your mind instantly

Cumulative
Frequency Percent Valid Percent Percent

Valid Cooking Aids 3 5.3 5.3 5.3

Noodles 51 89.5 89.5 94.7

Sauces 2 3.5 3.5 98.2

Soups 1 1.8 1.8 100.0

Total 57 100.0 100.0

If maggie unavailable which brand would you like to choose

Cumulative
Frequency Percent Valid Percent Percent

Valid Any Other Brand 6 10.5 10.5 10.5

Knorr Soupy Noodles 24 42.1 42.1 52.6

Top ramen 18 31.6 31.6 84.2

Would not opt for any other 9 15.8 15.8 100.0

br

Total 57 100.0 100.0

Which age group of the people prefer eating maggi the most

Cumulative
Frequency Percent Valid Percent Percent

Valid 6-10 4 7.0 7.0 7.0

10-15 16 28.1 28.1 35.1

15-20 23 40.4 40.4 75.4

20-25 13 22.8 22.8 98.2

Above 25 1 1.8 1.8 100.0

Total 57 100.0 100.0

Always maintain high quality level

Cumulative
Frequency Percent Valid Percent Percent

Valid Knorr Soupy Noodle 8 14.0 14.0 14.0

maggi 2 minute noodles 48 84.2 84.2 98.2

Top Ramen 1 1.8 1.8 100.0

Total 57 100.0 100.0

 Worth its price

Cumulative
Frequency Percent Valid Percent Percent

Valid Knorr Soupy Noodle 10 17.5 17.5 17.5

maggi 2 minute noodles 45 78.9 78.9 96.5

Top Ramen 2 3.5 3.5 100.0

Total 57 100.0 100.0

 Most prefered

Cumulative
Frequency Percent Valid Percent Percent

Valid Knorr Soupy Noodle 9 15.8 15.8 15.8

maggi 2 minute noodles 47 82.5 82.5 98.2

Top Ramen 1 1.8 1.8 100.0

Total 57 100.0 100.0

Most recommended to other

Cumulative
Frequency Percent Valid Percent Percent

Valid Knorr Soupy Noodle 7 12.3 12.3 12.3

maggi 2 minute noodles 47 82.5 82.5 94.7

Top Ramen 3 5.3 5.3 100.0

Total 57 100.0 100.0

Gives confidence to user

Cumulative
Frequency Percent Valid Percent Percent

Valid Knorr Soupy Noodle 7 12.3 12.3 12.3

maggi 2 minute noodles 47 82.5 82.5 94.7

Top Ramen 3 5.3 5.3 100.0

Total 57 100.0 100.0

Gives some unique feeling

Cumulative
Frequency Percent Valid Percent Percent

Valid Knorr Soupy Noodle 15 26.3 26.3 26.3

maggi 2 minute noodles 33 57.9 57.9 84.2

Top Ramen 9 15.8 15.8 100.0

Total 57 100.0 100.0

 I am fully satisfied

Cumulative
Frequency Percent Valid Percent Percent

Valid Knorr Soupy Noodle 6 10.5 10.5 10.5

maggi 2 minute noodles 45 78.9 78.9 89.5

Top Ramen 6 10.5 10.5 100.0

Total 57 100.0 100.0

I intend on buying this brand in future

Cumulative
Frequency Percent Valid Percent Percent

Valid Knorr Soupy Noodle 13 22.8 22.8 22.8

maggi 2 minute noodles 37 64.9 64.9 87.7

Top Ramen 7 12.3 12.3 100.0

Total 57 100.0 100.0

I trust this brand very much

Cumulative
Frequency Percent Valid Percent Percent

Valid Knorr Soupy Noodle 6 10.5 10.5 10.5

maggi 2 minute noodles 48 84.2 84.2 94.7

Top Ramen 3 5.3 5.3 100.0

Total 57 100.0 100.0

 What do you think of maggie

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 10 17.5 17.5 17.5

2 19 33.3 33.3 50.9

3 17 29.8 29.8 80.7

4 9 15.8 15.8 96.5

5 2 3.5 3.5 100.0

Total 57 100.0 100.0

 What do you think of maggie

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 9 15.8 15.8 15.8

2 18 31.6 31.6 47.4

3 20 35.1 35.1 82.5

4 8 14.0 14.0 96.5

5 2 3.5 3.5 100.0

Total 57 100.0 100.0

 What do you think of maggie

Cumulative
Frequency Percent Valid Percent Percent

Valid 1 1 1.8 1.8 1.8

3 9 15.8 15.8 17.5

4 20 35.1 35.1 52.6

5 27 47.4 47.4 100.0

Total 57 100.0 100.0

Analysis Case Processing Summary

Unweighted Cases N Percent

Valid 171 100.0

Excluded Missing or out-of-range 0 .0

group codes

At least one missing 0 .0

discriminating variable

Both missing or out-of-range 0 .0

group codes and at least one
missing discriminating
variable

Total 0 .0

Total 171 100.0

Group Statistics

label Valid N (listwise)

Unweighted Weighted

1.00 exciting 57 57.000

funloving 57 57.000

successfull 57 57.000

healthy 57 57.000

sofesticated 57 57.000

imaginative 57 57.000

innovative 57 57.000

delighting 57 57.000

trendy 57 57.000

2.00 exciting 57 57.000

funloving 57 57.000
Analysis Case Processing Summary

Unweighted Cases N Percent

Valid 171 100.0

Excluded Missing or out-of-range 0 .0

group codes

At least one missing 0 .0

discriminating variable

Both missing or out-of-range 0 .0

group codes and at least one
missing discriminating
variable

Total 0 .0

successfull 57 57.000

healthy 57 57.000

sofesticated 57 57.000

imaginative 57 57.000

innovative 57 57.000

delighting 57 57.000

trendy 57 57.000

3.00 exciting 57 57.000

funloving 57 57.000

successfull 57 57.000

healthy 57 57.000

sofesticated 57 57.000

imaginative 57 57.000

innovative 57 57.000

delighting 57 57.000

trendy 57 57.000

Total exciting 171 171.000

funloving 171 171.000

Analysis Case Processing Summary

Unweighted Cases N Percent

Valid 171 100.0

Excluded Missing or out-of-range 0 .0

group codes

At least one missing 0 .0

discriminating variable

Both missing or out-of-range 0 .0

group codes and at least one
missing discriminating
variable

Total 0 .0

successfull 171 171.000

healthy 171 171.000

sofesticated 171 171.000

imaginative 171 171.000

innovative 171 171.000

delighting 171 171.000

trendy 171 171.000

Analysis 1
Summary of Canonical Discriminant Functions
Eigenvalues

Function Canonical
Eigenvalue % of Variance Cumulative % Correlation

1 3.340a 93.1 93.1 .877

dimension0

2 .247a 6.9 100.0 .445

a. First 2 canonical discriminant functions were used in the analysis.

Wilks' Lambda

Test of Function(s) Wilks' Lambda Chi-square df Sig.

1 through 2 .185 276.972 18 .000

dimension0
 Eigenvalues

Function Canonical
Eigenvalue % of Variance Cumulative % Correlation

1 3.340a 93.1 93.1 .877

dimension0

2 .247a 6.9 100.0 .445

2 .802 36.252 8 .000

Standardized Canonical Discriminant

Function Coefficients

Function

1 2

exciting .430 .674

funloving .518 -.117

successfull .684 -.396

healthy -.357 .300

sofesticated -.263 .342

imaginative .135 .426

innovative .013 .184

delighting .337 -.104

trendy -.212 -.234

Structure Matrix

Function

1 2

fun loving .500* -.063

successful .453* -.378

delighting .281* -.122

sophisticated -.238* .212

healthy -.206* .118

innovative .084* -.063

exciting .371 .750*

imaginative .363 .391*

trendy .042 -.261*

Functions at Group Centroids

label Function

1 2

maggi 2.368 -.266

Knorr -.339 .691

Top -2.029 -.425

ramen
Interpretation
The survey on the brand audit of Maggie shows that Maggie is liked by most of the consumers on
various aspects like innovation, fun loving etc.

The survey among Knorr, Maggie and Top Ramen shows that the people think that Knorr is
sophisticated, healthy, exciting, and imaginative and that of Top Ramen is trendy where as that of
Maggie is fun loving, delightful & successful.

Fun loving, delighting and success these are the attributes which differentiates Maggie from other
brands.
Findings-
1- Most of the people (40%) think that Maggie is being preferred most by
consumers who come under the age of 15 to 20.
2- Male use Maggie more than females.
3- Maggie comes first to mind of most of the people (88%) when they are
asked about the brand which comes to their mind when they think of
noodles.Delete
4- “Me Aur Meris Maggie” is the most popular advertisement of Maggie
noodles which is preferred by 37%.
5- 2 minutes noodle jingle comes first to the mind of most of the customers
(56%) when they think of maggi noodles. Which shows its identity of
magi noodles as a product?
6- Maggi noodles preferred by most of the customers (89%) in its brand
category.
7- In absence of magi Knorr will be preferred by most of the customers
(42%) and then Top Raman (32%).
8- Most of the customer think, maggi out of the all available noodles in
India (Knorr soupy, Top Ramen) is most preferred (82%), having high
quality level (84%), its price is worth (79%), most recommended (82%),
give confidence to user (82%), give some unique feeling (58%) and give
full satisfaction (79%).
9- People want to buy Maggi noodles in future (65%), trust on this (84%),
feel it exciting (70%), fun loving (67%)and consider it as successful
(84%), healthy (56%), sophisticated (53%), Imaginative (56%),
innovative (47%) and delighting (67%).
10-Maggi Noodles give feeling of belongingness (77%) and trendy (63%)
more than its competitor.