A POJECT REPORT

ON
“ANALYSIS OF MARKETING STRATEGIES
OF NESTLE MAGGI”
Submitted in partial fulfilment of the requirement
For the award of the degree of

BACHELOR OF BUSINESS ADMINISTRATION

SESSION (2022 – 2023)

SUPERVISED BY:- NAME OF THE STUDENT:-

Mr. Rajeev Kumar Gupta Prakhar Yadav
(Assistant Professor) Roll No.: 21014000891
BATCH:- BBA (IV Semester)

ALLENHOUSE BUSINESS SCHOOL

AFFILIATED TO
C.S.J.M. UNIVERSITY, KANPUR
 ACKNOWLEDGEMENT

I would like to express my sincere, gratitude and regards to the Director Prof.
(Dr.) Bhagwan Jagwani, Head of the Department Dr. Shishir Gupta for their
constant inspiration, supervision and invaluable guidance and providing me the
infrastructural facilities like Library and Computer Laboratory, during the
preparation of the project.

I would also like to extend my sincere gratitude to all my faculty

members and specially Mr. Rajeev Kumar Gupta respectively (internal guide) for
giving their valuable suggestions.

With regards

Signature of Student

Signature of Internal Guide

 DECLARATION

I, Prakhar Yadav student of B.B.A at Allenhouse Business School, Kanpur hereby,

declare that the Project work entitled “Analysis of Marketing strategies of Nestle
Maggi” is compiled and submitted under the guidance of Mr. Rajeev Kumar
Gupta. This is my original work.

Whatever, information furnished in this project report in true to the best of my

knowledge.

Name: Prakhar Yadav

B.B.A IV Semester.

Roll No.: 21014000891

 IINDEX

S.NO. TITLE PAGE

NO.
1 Chapter 1 – Introduction 5 - 11
 Introduction to the Project
 Company Profile
 Industry Profile
2 Chapter 2 – Company and its marketing strategies 12 - 14
 Marketing Mix
3 Chapter 3 – Significance of the study 15 - 17
4 Chapter 4 – Objective of the study 18 - 21
5 Chapter 5 – Research Methodology 22 - 30
 Meaning & Concepts
 Research Design
a) Hypothesis of the study
b) Population/Universe
c) Sampling Unit
d) Sampling Size
e) Data collection
6 Chapter 6 – Analysis and Interpretation 31 - 50
7 Chapter 7 – Results and Findings 51 - 52
8 Chapter 8 – Suggestions and Conclusions 53 - 55
9 Annexure – 56 - 60
 Bibliography
 Copy of Questionnaire
CHAPTER - 1
 INTRODUCTION TO THE PROJECT

Nestlé Maggi is a globally recognized brand that has become synonymous with
instant noodles and culinary products. The brand has gained immense popularity
and a loyal customer base through its innovative marketing strategies. In this
study, we aim to analyse the marketing strategies employed by Nestlé Maggi to
understand the key factors contributing to its success and market dominance.

Marketing strategies play a crucial role in shaping the brand image, market
positioning, and customer perception of a product. Nestlé Maggi has consistently
evolved its marketing tactics to effectively target and engage its diverse consumer
base across various regions and cultures. By delving into the strategies
implemented by Nestlé Maggi, we can gain valuable insights into the company's
approach and the impact it has had on its market performance.

This study will adopt a comprehensive approach to analyse the marketing

strategies of Nestlé Maggi. It will involve an examination of the brand's historical
marketing campaigns, product positioning, pricing strategies, distribution
channels, advertising and promotion methods, as well as its digital marketing
initiatives. By scrutinizing these elements, we aim to identify the key drivers
behind the success of Nestlé Maggi and assess how the company has maintained
its competitive edge in the global food industry.

Additionally, the study will consider the socio-cultural, economic, and

technological factors that have influenced Nestlé Maggi's marketing strategies.
Understanding the external environment and its impact on the brand's decision-
making process will provide a holistic view of the company's marketing approach
and its ability to adapt to changing consumer preferences and market trends.

The findings of this analysis will contribute to the existing body of knowledge on
marketing strategies and provide valuable insights for marketers, scholars, and
business professionals. By exploring the success story of Nestlé Maggi, we can
derive lessons and best practices that can be applied to other brands operating in
the food and beverage industry.

In conclusion, the analysis of Nestlé Maggi's marketing strategies presents an

opportunity to examine the factors contributing to the brand's enduring success.
By studying its historical campaigns, market positioning, and adaptation to
changing market dynamics, this research will shed light on the effective
marketing practices that have propelled Nestlé Maggi to become a global leader
in the food industry.
 COMPANY PROFILE

 INTRODUCTION OF NESTLE:

Nestlé S.A. is among the largest consumer packaged goods companies in the
world, founded and headquartered in Vevey, Switzerland. Nestlé originated in
a1905 merger of the Anglo-Swiss Milk Company, which was established in 1866
by brothers George Page and Charles Page, and the Farine Lactée Henri Nestlé
Company, which was founded in 1866 by Henri Nestlé, whose name meant "Little
Nest". The company grew significantly during the First World War and following
the Second World War, eventually expanding its offerings beyond its early
condensed milk and infant formula products. Today, the company operates in 86
countries around the world and employs nearly 283,000 people.

 HISTORY OF NESTLE:
Nestlé, founded in 1866 by Henri Nestlé, has a rich history spanning over 150
years. Initially focusing on infant nutrition with the creation of the "Farine
Lactée" formula, the company expanded its product range and global presence
through strategic acquisitions and organic growth.
In the early 20th century, Nestlé ventured into new markets and introduced
Nescafé, a soluble coffee that quickly gained popularity worldwide. The
company's commitment to innovation continued with the development of other
iconic products, such as Nestea and Milo.

Throughout the latter half of the 20th century, Nestlé made significant
acquisitions to diversify its portfolio. Notable purchases included the Maggi
company in 1947, adding dehydrated soups and seasonings to its offerings, and
the acquisition of Carnation in 1984, expanding its presence in the dairy and
confectionery sectors.

In the 1990s and 2000s, Nestlé continued to expand its global footprint, entering
emerging markets and acquiring well-established brands. The company acquired
companies like San Pellegrino, Perrier, and Gerber, strengthening its presence in
the water and infant nutrition segments.

Nestlé has also demonstrated a commitment to sustainability and responsible

business practices. It has implemented initiatives to reduce its environmental
impact and promote social development.

Today, Nestlé is a leading multinational food and beverage company, operating

in over 180 countries. It has a diverse portfolio of brands, including KitKat,
Nespresso, Purina, and Nestlé Professional. With a focus on nutrition, health, and
wellness, Nestlé continues to evolve and meet the changing needs of consumers
around the world.
 INDUSTRY PROFILE
Fast Moving Consumer Goods (FMCG) goods are popularly named as consumer
packaged goods. Items in this category include all consumables (other than
groceries/pulses) people buy at regular intervals. The most common in the list are
toilet soaps, detergents, shampoos, toothpaste, shaving products, shoe polish,
packaged foodstuff, and household accessories and extends to certain electronic
goods. These items are meant for daily of frequent consumption and have a high
return. The Indian FMCG sector with a market size of US$14.8 billion is the
fourth largest sector in the economy. The FMCG market is set to double from
USD 14.7 billion in2008-09 to USD 30 billion in 2012. FMCG sector will witness
more than 60 percent growth in rural and semi-urban India by 2010. Indian
consumer goods market is expected to reach $400 billion by 2010.Hair care,
household care, male grooming, female hygiene, and the chocolates and
confectionery categories are estimated to be the fastest growing segments. At
present, urban India accounts for 66% of total FMCG consumption, with rural
India accounting for the remaining 34%. However, rural India accounts for more
than 40% consumption in major FMCG categories such as personal care, fabric
care, and hot beverages. In urban areas, home and personal care category,
Including skin care, household care and feminine hygiene, will keep growing at
relatively attractive rates. Within the foods segment, it is estimated that processed
foods, bakery, and dairy are long-term growth categories in both rural and urban
areas. The growing incline of rural and semi-urban folks for FMCG products will
be mainly responsible for the growth in this sector, as manufacturers will have to
deepen their concentration for higher sales volumes.

Major Players in this sector include Hindustan Unilever Ltd., ITC (Indian
Tobacco Company), Nestlé India, GCMMF (AMUL), Dabur India, Asian Paints
(India), Cadbury India, Britannia Industries, Procter & Gamble Hygiene and
Health Care, Marico Industries, Nirma, Coca-Cola, Pepsi and others. As per the
analysis by ASSOCHAM, Companies Hindustan Unilever Ltd , Dabur India
originates half of their sales from rural India. While Colgate Palmolive India and
Marico constitutes nearly 37% respectively, however Nestle India Ltd and GSK
Consumer drive 25 per cent of sales from rural India. A rapid urbanization,
increase in demands, presence of large number of young population, a large
number of opportunities is available in the FMCG sector. The Finance Minister
has proposed to introduce an integrated Goods and Service Tax by April
2010.This is an exceptionally good move because the growth of consumption,
production, and employment is directly proportionate to reduction in indirect
taxes which constitute no less than 35% of the total cost of consumer products -
the highest in Asia. The bottom line is that Indian market is changing rapidly and
is showing unprecedented consumer business opportunity
CHAPTER - 2
 COMPANY AND ITS

MARKETING STRATEGIES

MARKETING MIX OF MAGGI:

 Product:
Nestlé Maggi offers a wide range of products, including instant noodles,
soups, sauces, seasonings, and ready-to-cook meal kits. The brand
emphasizes convenience, taste, and quick preparation time as key product
attributes. Nestlé Maggi constantly introduces new flavors and variants to
cater to different regional preferences and consumer tastes.
 Price:

Nestlé Maggi adopts a competitive pricing strategy. The pricing of its

products is positioned to be affordable and accessible to a wide range of
consumers. By offering competitive prices, Nestlé Maggi ensures that its
products remain within reach of its target market, especially the price-
sensitive consumer segments.

 Place:

Nestlé Maggi products are widely available and distributed through

multiple channels. They have an extensive distribution network, including
supermarkets, grocery stores, convenience stores, and online platforms.
Nestlé Maggi focuses on maintaining a strong presence in both urban and
rural areas, ensuring its products are easily accessible to consumers.

 Promotion:
Nestlé Maggi employs various promotional strategies to create awareness,
build brand loyalty, and drive sales. They use a mix of traditional and
digital marketing channels, including television advertisements, print
media, social media campaigns, and influencer marketing. Nestlé Maggi
also engages in strategic partnerships and sponsorships to further promote
its brand and products.
CHAPTER – 3
 SIGNIFICANCE OF THE STUDY

The study of the analysis of marketing strategies of Maggi holds significant

importance for various reasons. Maggi, a popular brand of instant noodles and
food products, has been a dominant player in the food industry for decades. By
analysing its marketing strategies, we can gain valuable insights into the success
and effectiveness of its approach. Here are some key reasons why studying
Maggi's marketing strategies is significant:

 Brand Success and Market Leadership: Maggi has consistently

maintained its market leadership in the instant noodles category in many
countries. Understanding its marketing strategies can help uncover the key
factors that contributed to its success, such as product positioning, brand
building, and effective communication.
 Product Innovation: Maggi has been known for its product innovation,
introducing new variants, flavours, and product extensions. Analysing its
marketing strategies can shed light on the company's approach to
innovation, including research and development, product testing, and
launch strategies.
 Consumer Behaviour and Preferences: Studying Maggi's marketing
strategies can provide insights into consumer Behaviour and preferences,
especially in the context of fast food and convenience products. It can help
understand the factors that drive consumer choice and loyalty, as well as
the impact of advertising and promotions on consumer decision-making.
 Competitive Analysis: Maggi operates in a highly competitive market,
and its success is partly attributed to its ability to stay ahead of competitors.
Analysing its marketing strategies can reveal how the company positions
 itself against competitors, differentiates its products, and adapts to
changing market conditions.
 Marketing Mix Elements: Maggi's marketing strategies encompass
various elements of the marketing mix, including product, price, place, and
promotion. By studying these elements, we can gain insights into how the
company develops its products, determines pricing strategies, selects
distribution channels, and creates effective promotional campaigns.
 Social and Cultural Impact: Maggi's marketing strategies have not only
shaped consumer Behaviour but also had a significant social and cultural
impact. For instance, Maggi's advertising campaigns have often targeted
specific demographics and influenced consumer perceptions and lifestyles.
Studying these strategies can provide insights into the broader social and
cultural implications of marketing.
 Managerial and Academic Insights: Analysing Maggi's marketing
strategies can offer valuable managerial insights for professionals in the
food industry and other sectors. It can also contribute to academic research
and be used as a case study for marketing students and researchers
interested in understanding successful brand strategies and consumer
Behaviour.
CHAPTER – 4
 OBJECTIVE OF THE STUDY

The objective of analysing the marketing strategies of Nestle Maggi is to gain a

detailed understanding of how the company promotes its products, communicates
its brand message, and influences consumer behaviour. This analysis aims to
achieve several specific objectives, including:

 Assessing Effectiveness: Evaluate the effectiveness of Nestle Maggi's

marketing strategies in achieving its marketing objectives. This includes
analysing the impact of marketing efforts on brand awareness, customer
acquisition, customer retention, and overall sales performance. Determine
if the marketing strategies are yielding desired results and meeting the
company's goals.

 Understanding Target Audience: Gain insights into the target audience

of Nestle Maggi's marketing campaigns. Identify the demographics,
psychographics, and behavioural characteristics of the target market and
evaluate how well the marketing strategies align with these audience
segments. Understand how Nestle Maggi tailors its messaging and
offerings to appeal to its target audience.

 Identifying Competitive Advantages: Identify the unique selling

propositions (USPs) and competitive advantages of Nestle Maggi's
marketing strategies. Evaluate how the company positions its products in
the market and differentiates itself from competitors. Determine if the
marketing strategies effectively communicate the brand's value proposition
and resonate with consumers.
 Assessing Branding and Messaging: Evaluate the brand image and
messaging strategies employed by Nestle Maggi. Assess the consistency
and effectiveness of the brand's messaging across different marketing
channels. Determine if the brand values, personality, and promises are
effectively communicated to the target audience. Understand how Nestle
Maggi's marketing efforts contribute to brand equity and customer loyalty.

 Analysing Digital Marketing Strategies: Assess the effectiveness of

Nestle Maggi's digital marketing strategies. Analyse the company's online
presence, website design, social media campaigns, influencer
collaborations, and engagement with consumers on digital platforms.
Understand how these strategies contribute to brand awareness,
engagement, and customer acquisition in the digital space.

 Identifying Opportunities and Challenges: Identify potential areas of

improvement and growth opportunities for Nestle Maggi. Evaluate the
market trends, consumer preferences, and competitive landscape to
identify potential gaps or emerging opportunities. Assess the challenges
and potential risks associated with the current marketing strategies and
suggest recommendations for improvement.

 Informing Strategic Decisions: Provide insights and recommendations to

guide future strategic decisions related to Nestle Maggi's marketing
strategies. The analysis should help the company make informed decisions
about product development, pricing, distribution channels, promotional
activities, and brand communication. Identify areas where the company
can optimize its marketing efforts and maximize its competitive advantage.
By achieving these objectives, the analysis of Nestle Maggi's marketing strategies
aims to provide a comprehensive understanding of the company's marketing
approach, its impact on consumers, and recommendations for enhancing
marketing effectiveness and driving business growth.
CHAPTER – 5
 RESEARCH AND METHODOLOGY

The analysis of marketing strategies of Nestle Maggi involves examining the

various tactics and approaches used by the company to promote and sell its
products. This analysis aims to understand how Nestle Maggi positions itself in
the market, targets its audience, communicates its brand message, and ultimately
drives consumer behaviour.

The concept of analysing marketing strategies involves dissecting and evaluating

the different components of Nestle Maggi's marketing efforts. Here are some key
aspects to consider:

 Target Market: Identify the specific target audience that Nestle Maggi
aims to reach with its marketing strategies. Analyse demographic,
psychographic, and behavioural characteristics of the target market to
understand how the company tailors its messaging and offerings to appeal
to this segment.

 Product Positioning: Examine how Nestle Maggi positions its products

within the market. This includes assessing the unique selling propositions
(USPs), brand values, and key attributes that differentiate Maggi from its
competitors. Evaluate how Nestle Maggi communicates these
differentiating factors through its marketing campaigns.
 Marketing Mix: Analyse the elements of Nestle Maggi's marketing mix,
also known as the 4Ps: Product, Price, Place, and Promotion. Evaluate the
product portfolio and innovations introduced by Maggi, pricing strategies
employed, distribution channels utilized, and promotional activities
undertaken. Assess how these elements align with the overall marketing
objectives and target audience.

 Branding and Messaging: Study the brand image and messaging

strategies employed by Nestle Maggi. Analyse the brand identity, brand
personality, and brand promise conveyed through advertising campaigns,
packaging, slogans, and digital marketing efforts. Assess how the brand
consistently communicates its values and resonates with the target
audience.
  Digital Marketing and Social Media: Examine Nestle Maggi's digital
marketing strategies, including its online presence, website design, social
media campaigns, influencer collaborations, and engagement with
consumers on various digital platforms. Evaluate the effectiveness of these
strategies in reaching and engaging the target audience.

 Consumer Insights: Gain insights into consumer perceptions,

preferences, and behaviours related to Nestle Maggi products. Analyse
market research data, consumer surveys, and feedback to understand how
consumers perceive the brand, its products, and its marketing efforts.
Identify opportunities for improvement and potential areas of growth.

 Competitive Analysis: Conduct a competitive analysis to evaluate how

Nestle Maggi's marketing strategies compare to its competitors. Identify
key competitors in the market, analyse their marketing tactics, and assess
Nestle Maggi's competitive advantages and disadvantages.

By conducting a comprehensive analysis of Nestle Maggi's marketing strategies,

researchers can gain a deeper understanding of the brand's approach,
effectiveness, and potential areas for improvement. This analysis can help
inform strategic decisions, optimize marketing efforts, and drive business
growth.
 RESEARCH DESIGN

a) HYPOTHESIS OF THE STUDY:

The analysis of marketing strategies of Nestle Maggi will reveal that its strong
brand presence, effective product positioning, and targeted marketing campaigns
have contributed significantly to its success in the market.

 Nestle Maggi's brand presence hypothesis: The hypothesis suggests that

Nestle Maggi's long-standing brand presence in the market has played a
crucial role in establishing it as a leading brand in the instant noodle
industry. The analysis will reveal that the familiarity and trust associated
with the Nestle brand have helped Maggi gain a competitive edge over its
rivals.

 Effective product positioning hypothesis: This hypothesis proposes that

Nestle Maggi's strategic product positioning has been instrumental in
capturing and retaining its target audience. The analysis will likely
demonstrate that Maggi has positioned itself as a convenient and quick
meal option, catering to busy individuals and families seeking delicious
and time-saving solutions.

 Targeted marketing campaigns hypothesis: The hypothesis suggests that

Nestle Maggi's successful marketing campaigns have effectively targeted
its intended consumer segments. The analysis will reveal that Maggi's
marketing efforts, including TV commercials, social media engagement,
and celebrity endorsements, have resonated well with its target audience,
resulting in increased brand awareness and sales.
  Innovation and diversification hypothesis: This hypothesis proposes that
Nestle Maggi's focus on innovation and diversification of its product
offerings has contributed to its sustained success. The analysis will likely
show that Maggi's introduction of new flavours, product variations, and
product extensions has allowed the brand to cater to evolving consumer
preferences and expand its market share.

 Strong distribution network hypothesis: This hypothesis suggests that

Nestle Maggi's well-established and extensive distribution network has
played a vital role in ensuring its products' availability and accessibility to
consumers. The analysis will reveal that Maggi's strategic partnerships
with retailers, efficient supply chain management, and widespread
distribution channels have enabled the brand to reach a wide range of
customers.

It is important to note that these hypotheses are speculative and would require
empirical research and data analysis to validate or refute them.

b) POPULATION / UNIVERSE:
The population/universe of analysis for the marketing strategies of Nestle Maggi
would typically consist of the target market or consumer base of the brand. This
includes individuals or households who are potential or existing consumers of
Nestle Maggi products.

The population/universe of analysis can be further segmented based on various

demographic, psychographic, and behavioural factors to gain a deeper
 understanding of the specific consumer segments that Nestle Maggi targets.
These segments may include:

 Age groups: Children, teenagers, young adults, adults, or senior citizens.

 Socioeconomic status: Lower-income, middle-income, or higher-income
households.
 Geographical location: Urban, suburban, or rural areas.
 Lifestyle and preferences: Health-conscious consumers, convenience-
seeking individuals, or those interested in international flavours.
 Dietary preferences: Vegetarians, non-vegetarians, or specific dietary
requirements.
 Consumption patterns: Regular consumers, occasional consumers, or
brand loyalists.

By analysing the marketing strategies of Nestle Maggi within the context of these
specific consumer segments, researchers can gain insights into how the brand
tailors its strategies to effectively target and engage with different audience
groups.

c) SAMPLING UNIT:
The sampling unit is the general public, representing the target consumer base for
the brand.
d) SAMPLING SIZE:

The sampling size is 100 which are divided as follows:

Number of respondents 100

Age-group 10 - 40

Age Group 11 - 20 21 - 30 31 - 40
Number of Respondents 52 31 17

e) DATA COLLECTION:

 Primary Source: The primary data used in the report include the
questionnaire in which the consumer/customer data is collected regarding
their views towards Nestle Maggi.
 Secondary Source: This will include data collection from various websites
and books. It also includes data from company and other referral sites and
source.
CHAPTER – 6
 ANALYSIS AND FINDINGS

1. Gender of respondents

S.NO GENDER RESPONDENTS

1 Male 70
2 Female 30
3 Rather not to say 0

0%
30%

70%

Male Female Rather not to say

Interpretation

From the above table it is clear that 70% respondents have Male and 30%
respondents have Female.
2. Age of respondents

S.NO AGE RESPONDENTS

1 11 - 20 52
2 21 - 30 31
3 31 - 40 17

60

50

40

30

20

10

0
11 - 20 21 - 30 21 - 40

Interpretation

From the above table it is clear that 52 of the respondents are aged between 11-
20 years, 31 respondents are aged between 21-30 and 17 of the respondents are
aged between 31-40.
3. Have you heard of Nestle Maggi?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Yes 96 96%
No 4 4%

4%

NO
Yes

96%

Interpretation

The above table and diagram shows that 96% respondents have heard of Nestle
Maggi and remaining 4% have not heard of Nestle Maggi.
4. What comes first in your mind when you hear the word MAGGI?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Noodles 74 74%
Fast food 11 11%
Snacks 7 7%
None of these 8 8%

80

70

60

50

40

30

20

10

0
Fast food None of these Noodles Snacks

Interpretation

Out of 100 around 74 agreed that when they hear the word MAGGI first noodles
comes in their mind, 11% said fast food & other said snacks.
5. How did you become aware of Nestle Maggi?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
In store promotion 8 8%
Online advertisements 11 11%
Taste 1 1%
Television advertisements 59 59%
Word of mouth 20 20%
None 1 1%

70

60

50

40

30

20

10

0
In-store None Online Taste Television Word of mouth (blank)
promotions advertisements advertisements

Interpretation

Out of 100 around 59 consumers aware of Maggi from Television advertisement,

20 consumers aware of Maggi from Word of mouth & still remaining consumers
are aware of other mediums.
6. How frequently do you consume Nestle Maggi products?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Daily 8 8%
Weekly 50 50%
Monthly 19 19%
Occasionally 4 4%
Rarely 19 19%

50

45

40

35

30

25

20

15

10

0
Daily Weekly Monthly Occasionally Rarely

Interpretation

The above table and diagram shows that 8% consumer consume Daily Maggi,
50% consumer consume Weekly, 19% consumer consume Monthly and Rarely &
remaining 4% consumer consume Occasionally.
7. What factors influenced your decision to purchase Nestle Maggi products?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Brand reputation 14 14%
Product Quality 19 19%
Taste 65 65%
Recommendations from 1 1%
others
For instant food 1 1%

14%
1%
Brand reputation
For instant food
19% Product quality
Recommendations from others
65% Taste
1%

Interpretation

The above table and diagram shows that 65% of the respondents are influenced
by Taste, 14% are influenced by Brand reputation, 19% are influenced by Product
quality & remaining consumer are influenced by For instant food &
Recommendation from others.
8. How would you rate the packaging design of Nestle Maggi products?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Excellent 34 34%
Good 50 50%
Average 12 12%
Poor 4 4%

4% 12%

Average
50% 34% Excellent
Good
Poor

Interpretation

The above table and diagram shows that 34% consumer agree packaging design
of Maggi is Excellent, 50% consumer says that Good, 12% consumer says that
Average & 4% consumer rate Poor.
9. How would you rate Nestle Maggi's pricing in comparison to similar
products in the market?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
More expensive 12 12%
Slightly more expensive 35 35%
Similar 44 44%
Cheaper 9 9%

45
40
35
30
25
20
15
10
5
0
Cheaper More expensive Similar Slightly more
expensive

Interpretation

From the above table it is clear that 12% of the respondents are says pricing of
Maggi in comparison to its similar product is More expensive, 35% says Slightly
more expensive, 44% says Similar & 9% says Cheaper.
10. Have you ever visited Nestle Maggi's website or mobile application?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Yes 17 17%
No, I have never visited 50 50%
No, but I am aware of them 33 33%

17%

33%

Yes
No, I have never visited
No, but I am aware of them

50%

Interpretation

The above table and diagram shows that 50% respondents never visited Maggi’s
Website or Mobile Application, 33% respondents never visited but aware of them
& 17% respondents visited Website or Application.
11.In your opinion, what sets Nestle Maggi apart from its competitors?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Brand reputation 41 41%
Price 1 1%
Product quality 35 35%
Variety of flavours/options 23 23%

41

35

23

Brand reputation Price Product quality Variety of

flavors/options

Interpretation

The above table and diagram shows that 41% respondents says Maggi apart from
its competitors because Brand reputation, 35% Price, 23% Variety of flavours &
1% Price.
12.What is the brand that comes to your mind when we say the word noodles?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Maggi Noodles 81 81%
Patanjali Noodles 2 2%
Yippee Noodles 15 15%
Others 2 2%

15%

2%
2%
Maggi Noodles
Others
Patanjali Noodles
Yippee Noodles

81%

Interpretation

Out of 100 approx 81 % of people said when they talk about noodle Maggi comes
first in their mind & 15% said Yippee noodle comes in their mind & 2% said
Patanjali noodle comes in their mind & 2% said others brand.
13.Have you ever tried any new product launches by Nestle Maggi?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Yes 56 56%
No, but I am aware of them 25 25%
No, I have never tried any 19 19%
new products

25%

Yes

No, I have never tried any new

products
56% No, but I am aware of them

19%

Interpretation

The above table and diagram shows that 56% respondents tried new product
launches by Nestle Maggi, 25% respondents have never tried but aware of them
& 19% never tried.
14.How do you think Nestle Maggi can improve its marketing strategies to
better meet customer needs and expectations?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Enhance advertising and 14 14%
promotional campaigns
Improve customer engagement 13 13%
and feedback processes
Improve pricing and 48 48%
affordability
Improve product innovation 25 25%
and variety

14%
25% Enhance advertising and
promotional campaigns
13% Improve customer engagement
and feedback processes
Improve pricing and
affordability
Improve product innovation
and variety

48%

Interpretation

The above table and diagram shows that 48% respondents think Maggi can
improve pricing and affordability, 25% Improve product innovation and variety,
14% Enhance advertising and promotional campaigns & 13% respondents think
Maggi can Improve customer engagement and feedback processes.
15.What product would you associate with the tag line mentioned below?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
2minute noodles/bas 2minute 44 44%
Fast to cook, good to eat 25 25%
Mummy bhook lagi hai 23 23%
Others 8 8%

OTHERS

MUMMY BHOOK LAGI H

FAST TO COOK, GOOD TO EAT

2 MINUTE NOODLES/BAS 2 MINUTE

0 5 10 15 20 25 30 35 40 45 50

Interpretation

The above table and diagram shows that 44% associates with the tag line 2minute
noodles/bas 2minute, 25% Fast to cook, good to eat, 23% Mummy bhook lagi hai
and 8% respondents associates with the others tag line.
16.With what product would you associate the brand Maggi?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Ketchup 4 4%
Masala 27 27%
Noodles 60 60%
Soup 9 9%

9% 4%

27%

Ketchup
Masala
Noodles
Soup
60%

Interpretation

60% of consumer associate the noodle with brand Maggi, 4% consumer associate
the ketchup, 9% consumer associate with soup & 27% associate the masala with
brand Maggi.
17.Which Maggi products in noodles category do you regularly buy?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Maggi dal atta noodle 6 6%
Maggi masala 75 75%
Maggi noodles 1 1%
Maggi vegetable atta noodle 18 18%

80

70

60

50

40

30

20

10

0
Maggi dal atta Maggi masala Maggi noodles Maggi vegetable
noodle atta noodle

Interpretation

75% consumer consume Maggi masala, 18% consumer consume Maggi

vegetable atta noodle, 6% consumer consume Maggi dal atta noodle & remaining
consume other.
18.Do you perceive Maggi noodles as a healthy product?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Yes 38 38%
No 62 62%

70

60

50

40

30

20

10

0
Yes No

Interpretation

Out of 100%, 38% of consumers agreed that Maggi noodles is a healthy product
& 62% of consumers said that Maggi noodle is not a healthy product.
19.How do you perceive Maggi products?

OPTIONS RESPONDENTS RESPONDENTS

(in numbers) (in percentage)
Good to health 9 9%
Junk food 32 32%
Ready to eat 21 21%
Tasty/fun eating 38 38%

9%

38%
Good to health
Junk food
32%
Ready to eat
Tasty/fun eating

21%

Interpretation

21% of people perceive the Maggi product ready to eat, 9% of people perceive
Good to health, 32% of people perceive it as junk food & 38% perceive it as
tasty/fun eating.
CHAPTER – 7
 RESULTS & FINDINGS

 In this study majority of the respondents are Male.

 In this study most of the respondents are of 20 years or basically youth and
students.
 In this study most of the respondents are perceive Maggi as a Tasty/fun
eating.
 In this study majority of the respondents comes first in mind Maggi when
hear Noodles.
 In this study majority of the respondents are aware of the Maggi through
T.V. Advertisement.
 Maggi can improve pricing and affordability.
 Taste is one of the major reasons that people buy Nestle Maggi.
 Majority of the respondents are consume Weekly Maggi.
 Packaging of Nestle Maggi is easy to use.
 Consumers often associate the tag line 2 minute noodles/bas 2 minute.
CHAPTER – 8
 SUGGESTIONS & CONCLUSION

SUGGESTIONS:

 Foray into the other food products like chips, chocolates etc. under its sole
brand name Maggi as Maggi is a brand in itself which has been well
recognized by the masses.
 Maggi should Focus on creating a product that do not need any cooking.
 It should strengthen the distribution channel of the rural areas within 100km
of all the metros.
 It should launch new advertisement campaign (TV, radio, print media
commercials) with a brand ambassador or mascot.
CONCLUSION:

The analysis of Nestlé Maggi's marketing strategies reveals a comprehensive

approach to promoting their products and connecting with their target audience.
The brand effectively leverages its heritage and emotional connection,
emphasizing the nostalgia, comfort, and convenience associated with Maggi
products. Through a strong digital marketing presence, including engaging social
media content and an interactive website, Nestlé Maggi effectively reaches and
engages consumers. Collaborations with influencers and bloggers create user-
generated content and expand brand reach. Continuous product innovation and
customization cater to evolving consumer preferences. By implementing these
strategies, Nestlé Maggi maintains its position as a trusted and preferred choice
for quick and flavourful meals. The study highlights the brand's successful
integration of traditional marketing methods with modern digital strategies,
enabling them to stay relevant and competitive in the market.
 ANNEXURE

BIBLIOGRAPHY

1. https://en.wikipedia.org/wiki/Nestle
2. https://iide.co/case-studies/marketing-strategy-of-maggi/
3. https://buildd.co/marketing/maggi-marketing-strategy
4. https://www.nestle.com/about/strategy
5. https://www.marketing91.com/marketing-mix-of-maggi/
 COPY OF QUESTIONNAIRE

Q1. Have you heard of Nestle Maggi?

 Yes
 No

Q2. What comes first in your mind when you hear the word MAGGI?

 Noodles
 Fast Food
 Snacks
 None of these

Q3. How did you become aware of Nestle Maggi?

 Online advertisements
 In-store promotions
 Word of mouth
 Television advertisements

Q4. How frequently do you consume Nestle Maggi products?

 Daily
 Weekly
 Monthly
 Occasionally
 Rarely
Q5. What factors influenced your decision to purchase Nestle Maggi products?

 Taste
 Brand reputation
 Recommendations from others
 Product quality
 For instant food

Q6. How would you rate the packaging design of Nestle Maggi products?

 Excellent
 Good
 Average
 Poor

Q7. How would you rate Nestle Maggi's pricing in comparison to similar products
in the market?

 Yes
 No, but I am aware of them
 No, I have never visited

Q8. In your opinion, what sets Nestle Maggi apart from its competitors?

 Product quality
 Variety of flavours/options
 Price
 Brand Reputation
Q9. What is the brand that comes to your mind when we say the word noodles?

 Maggi Noodles
 Patanjali Noodles
 Yippee Noodles
 Others

Q10. Have you ever tried any new product launches by Nestle Maggi?

 Yes
 No, but I am aware of them
 No, I have never visited

Q11. How do you think Nestle Maggi can improve its marketing strategies to
better meet customer needs and expectations?

 Improve customer engagement and feedback processes

 Improve product innovation and variety
 Improve pricing and affordability
 Enhance advertising and promotional campaigns

Q12. What product would you associate with the tag line mentioned below others

 2 minute noodles/bas 2 minute

 Mummy bhook lagi h
 Fast to cook, good to eat
 Others

Q13. With what product would you associate the brand Maggi?
  Noodles
 Ketchup
 Soup
 Masala

Q14. Which Maggi products in noodles category do you regularly buy?

 Maggi vegetable atta noodle

 Maggi masala
 Maggi dal atta noodle
 Others

Q15. Do you perceive Maggi noodles as a healthy product?

 Yes
 No

Q16. How do you perceive Maggi products?

 Tasty/fun eating
 Good to health
 Ready to eat
 Junk food