MARKOID

THE MARKETING CASE COMPETITION

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– Henry Ford

Markoid, a National Level Marketing Case Competition is here to provide you with the arena
to unleash your ground-breaking ideas and business solutions. Simple ideas have the power
to change the world. It’s time to rake your brain, let your creativity flow and startle the world
with the power of unrestricted intellect and emerge as a winner among the best minds of
India. Unearth your inner leader, and develop the drive, passion, and vision to sculpt the
future. This B- Plan event is going to be filled with surprises. Create, Come, and Conquer!!
Success awaits you and let’s grab some.

About:

 In the early 2000s, NIL started introducing new 'healthy' products in accordance with
the Nestlé Group's global strategy to transform itself into a health and wellness
company.
 In May 2006, Nestlé India Ltd. (NIL), launched new instant noodles product called
Maggi Vegetable Atta Noodles and Maggi Dal Atta Noodles
 The Atta Noodles were made of whole wheat and contained pulses, and were
positioned as a 'healthy‘ instant noodles product that provided dietary fibre and
protein for a child aged between 7 and 9.
 Maggi Noodles gains further and leads the category with more than 50% market
share having Maggi Vegetable Atta Noodles and Maggi Oats Noodles re-launched

Problem:
As young innovators, provide a strategic plan for repositioning the Maggi Atta Noodles
(Vegetable and Oats) in the market detailing the following aspects (Please note that the
below list is not comprehensive)

1. Analyse Customer Needs

2. Assess Competitive Pressures
3. Communication Channels
4. Carefully craft a Messaging & Positioning Statement

Note: Since the whole idea is that this is a repositioning case, please bear in mind that your
solutions and plans fit into this framework. We look forward to your ideas that can make this
repositioning efficient and full-proof.

1. Analyze Customer Needs: To reposition Maggi Atta Noodles in the market, it is

essential to understand the changing customer needs and preferences. Conducting
market research to identify the target audience, their preferences, and buying
behavior can provide valuable insights. Here are a few suggestions:
a. Conduct surveys and focus groups to understand the customer's perception of 'healthy'
food and their preferences for instant noodles.
b. Analyze sales data to identify the regions where Maggi Atta Noodles have a strong
presence and areas where it needs improvement.
c. Identify the gaps in the current product offering and what customers expect from a
healthy instant noodles brand.
d. Develop customer personas to create targeted messaging and positioning strategy that
resonates with their needs and preferences.
2. Assess Competitive Pressures: To reposition Maggi Atta Noodles in the market, it is
crucial to assess the competitive landscape and identify the strengths and
weaknesses of competing brands. Here are a few suggestions:
a. Analyze the market share, pricing, and product offerings of competing brands.
b. Conduct SWOT analysis to identify the strengths, weaknesses, opportunities, and threats
to Maggi Atta Noodles.
c. Identify the unique selling propositions (USPs) of competing brands and compare them
with Maggi Atta Noodles.
d. Develop strategies to differentiate Maggi Atta Noodles from the competition and
capitalize on its unique features and benefits.
3. Communication Channels: To reposition Maggi Atta Noodles in the market, it is
essential to leverage the right communication channels to reach the target audience
effectively. Here are a few suggestions:
a. Develop a multi-channel marketing strategy that includes digital, social, print, and
television advertising.
b. Leverage influencer marketing to reach the target audience through trusted sources.
c. Develop engaging content that showcases the unique features and benefits of Maggi Atta
Noodles.
d. Develop partnerships with health and wellness organizations to increase brand awareness
and credibility.
4. Carefully craft a Messaging & Positioning Statement: To reposition Maggi Atta
Noodles in the market, it is essential to craft a messaging and positioning statement
that resonates with the target audience and differentiates the brand from the
competition. Here are a few suggestions:
a. Develop a messaging strategy that emphasizes the unique features and benefits of Maggi
Atta Noodles, such as whole wheat, pulses, and protein content.
b. Position the brand as a healthy instant noodles brand that offers a convenient and tasty
snack option for children and adults.
c. Leverage emotional messaging that resonates with the target audience's values and
preferences.
d. Develop a clear brand identity and visual language that reflects the brand's positioning
and messaging.

Here are some additional insights that could be helpful in repositioning Maggi Atta Noodles:
1. Build on the brand's existing reputation: Maggi is already a well-known and trusted
brand in the instant noodles category. Leveraging the brand's existing reputation can
help in repositioning Maggi Atta Noodles as a healthy instant noodles brand.
2. Address concerns regarding unhealthy ingredients: One of the biggest concerns
regarding instant noodles is that they contain unhealthy ingredients such as MSG,
artificial flavors, and preservatives. To reposition Maggi Atta Noodles, it is crucial to
address these concerns and highlight the brand's use of healthy ingredients such as
whole wheat and pulses.
3. Target health-conscious parents: While children are the primary consumers of instant
noodles, parents are the ones who make the purchasing decisions. To reposition
Maggi Atta Noodles, it is essential to target health-conscious parents who are looking
for healthy snack options for their children.
4. Differentiate from other healthy snack options: There are several healthy snack
options available in the market, such as granola bars, fruit cups, and vegetable chips.
To reposition Maggi Atta Noodles, it is essential to differentiate the brand from these
options by highlighting the convenience and taste of instant noodles.
5. Use social media to create buzz: Social media can be a powerful tool in repositioning
Maggi Atta Noodles. Developing a social media strategy that includes engaging
content, influencer partnerships, and user-generated content can create buzz and
increase brand awareness.
6. Leverage the brand's global reach: Nestle is a global brand, and Maggi Atta Noodles is
available in several countries. Leveraging the brand's global reach can help in
positioning Maggi Atta Noodles as a healthy snack option across different markets.
Overall, repositioning Maggi Atta Noodles will require a multi-faceted approach that includes
understanding the target audience, differentiating the brand from the competition, and
leveraging the brand's existing reputation and global reach.