CONTENT

SR.NO Topic Page no:

1 Chapter: 1 Introduction (Company Profile) 2 - 15

2 Chapter :2 Product Profile 16-29

3 Chapter: 3 A Market survey report of: 30 -33

• Research Methodology

• Need of study

• Objective of the study

• Significance of study

• Sampling size

• Sample technique

• Data collection

• Statistical tool to be used

4 Chapter :4 Analysis & interpretation 34 – 47

• Conclusion

• Finding

5 48- 49
• Chapter :5 Suggestion& Recommendation

• Limitation

6 • Bibliography 50

7 51-55
Annexure • Questionnaire

1|Page
CHAPTER-1
INTRODUCTION
(Company PROFILE)

2|Page
 Literature Review

Product quality and availability are the most important factors in any consumer buying behaviour.
Quality was one of the most important factors in choosing an instant food product followed by
availability, convenience and other factors. Maggi 2 min noodles and vegetable multigrain Atta
noodles were the most preferred brand among the other Nestle brands .Majority of people purchased
Maggi because of its quality and a higher percent of people are aware of its ingredient or contents .
Purchase behaviour towards noodles in Indonesia indicates that consumers are neglecting
health risk in consuming noodles. Risk perception of the consumer; one of the type of risk
perceived by a consumer is physicality risk which is a risk to self or others by a product . Consumers
are not ready to change their brand of instant food products. Meaning consumers are more brand
loyal in case of instant food products . With the busy lifestyles of modern men and increase in
working women i.e. overall change in lifestyles of people there is a huge increase in dependence on
convenience food, noodles being one of them and Maggi brand bagging the lion's share in it.
There exists a relationship between favourable consumer behaviour, consumer’s perception,
brand parity and consumer's style of purchasing noodles (Subrata Ray, 2009). The dominating
factors found in the CBBE model for consumers and also which influence the purchase of Maggi
were effectiveness, celebration, feeling of fun, personally relevant, only brand the consumers feel
(Baran et all 2014). Maggi is the most preferred brand followed by Yippee noodles. Quality,
ingredient for taste and availability are the most important factor considered for Maggi
The ban brings out an important aspect of the regulator, which is safeguarding the consumers,
besides monitoring the manufacturing, packaging, labelling and the like processes of the food
companies, it identifies the health and safety risks for the consumers. Though taste factor is
important in a brand but health is also very important factor in fact an indispensable one and the
company has miles to go before they return and would have to work really hard to restore the lost
faith of Maggi consumers in them Indian consumers feel cheated by the most trusted brand of
noodles and that the company should be more forth coming in communicating actively and
transparently to the public .

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NESTLE LOGO EVOLUTION

4|Page
INTRODUCTION (COMPANY)
Nestlé was a 149-year-old, food and beverage multinational company (MNC) headquartered in
Switzerland. Henri Nestlé had created the company by developing a successful infant cereal,
Farine Lactée. Since then, the company had diversified into many segments beyond baby foods,
including coffee, drinks, dairy and ice cream, cereal, bottled water, chocolates, pet care
products, and, most recently, Nestlé Health Science and Nestlé Skin Health.

10 In 2015, Nestlé employed 339,000 people in 197 countries. 11 Its market capitalization was
approximately $250 billion. It had over 2,000 brands in its portfolio.12 Many of these, including
Nespresso, Nescafé, Kit Kat, Smarties, and Maggi, had annual sales in excess of $1 billion.
Nestlé stood 43rd on the Forbes World’s Most Valuable Brands 2015 list, a higher than other
well-known multinational conglomerates such as Starbucks and MasterCard. Nescafé was even
higher, in 31st place.

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Nestlé’s Early Days

Nestlé’s relationship with India dated to 1912, when the firm began importing and selling finished
goods in the market through a subsidiary. The company set up its first manufacturing plant in the
country in 1961, in the state of Punjab.14 The goal was to create an agro-industrial operation that
raised living standards for farmers in the community, while generating revenue for the firm. Fifty
years later, the Nestlé model of sustainable community development was widely hailed as a
success.15 By 2015, Nestlé had eight manufacturing facilities in India.16 It manufactured and sold
food and beverage products under globally recognized brand names, including Nescafé, Milky
bar, Kit Kat, Bar One, Munch, and Nestea.17 It customized its products to cater specifically to
Indian tastes, introducing products like Nestlé Jeera Raita (cuminflavoured yogurt). By 2015, the
firm had grown to acquire a presence across 3.5 million retailers in India. 18 It received accolades
that ranked it within India’s “Most Respected Companies” and “Top Wealth Creators.”19 Though
India accounted for only 2% of Nestlé’s worldwide sales and profits, the firm considered the
country a high-potential and strategic market. b,20.

6|Page
Various product

• Nestle Everyday Dairy Whitener

• Everyday Ghee, Milk

• Slim Milk, and Dahi

• Nescafe

• Maggi

• Milky bar

• Milo

• Kit Kat

• Bar-One

• Milkmaid

• Nestea

• Milk

• Slim Milk

• Fresh Natural Dahi

• Jeera Raita

• Nescafe Classic

• Nescafe Sunrise Premium

• Nescafe Sunrise Special

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Industry Analysis

Nestle is one of the largest companies in the world in the drinks, food and snacks industry. The
Swiss company, though renown worldwide for its chocolate, has successfully transformed itself
into a truly global force in the food industry with expansion to other areas of the industry such
as baby foods, beverages and frozen foods. Currently, the company which owns more than
2,000 brands employs around 340,000 employees and operates in more than 180 countries
worldwide. The company started out in 1905 from a merger as a milk company specializing in
infant formula products and condensed milk products and has since grown to be one of the
largest international food companies and the clear global leader in the sector in terms of
revenues and profitability. Nestle is one of the largest companies in the fast-moving consumer
goods (FMCG) sector and is the market leader in several of the sector’s markets, especially
with revenues in consideration. The FMCG sector is currently dominated by companies in the
snacks, food and beverages industry (Consultancy.uk, 2015). These companies include Nestle,
Tyson Foods, Coca-Cola and Kraft Heinz.

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History

History section provides information on new products, mergers, acquisitions, expansions,

approvals, and many more key events.

Year Event Description

2023 New Products/Services In January, the company

launched Thicken Up Clear, a
food and beverage thickener

2022 Contracts/Agreements In October, Nestle KITKAT

and McDonald’s India teamed
up to launch a delicious range
of treats and beverages –
KITKAT McFlurry, KITKAT
Sundae and KITKAT Frappe.

2021 Plans/Strategy In October, the company

announced its plans to open a
fresh milk procurement centre
in Jammu

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 Marketing mix of NESTLE COMPANY

Product Strategy of Nestlé

The following is an explanation of the product strategy and mix in Nestlé's marketing strategy. Nestlé is the
biggest food manufacturer in the world. It has roughly 8,000 brands with a diverse variety of items that form the
foundation of its marketing mix product strategy. However, it largely concentrates on the following items.

• Dairy products: Many milk products, such as Nestlé milk, Nestlé slim, and Nestlé every day, have been
mentioned.
• Chocolates: Chocolates are one of Nestlé's most profitable categories. KitKat, Munch, Éclairs, Polo, and
Milky Bar are popular items. It has also developed Alpino chocolate to cater to the gifting market.
• Beverages: You're all familiar with Nescafe. It is the world's most popular coffee brand. Nestlé owns
the company. It has a global distribution network.
• Prepared meals: Nestlé provides a variety of ready-to-cook dishes as well as cooking aids such as Maggi
Instant Noodles. Maggi, a prepared noodle that has become a trademark on its own, and items such as
Maggi Pasta, Maggi Sauces, and others, is one of Nestlé's biggest hits.

Price Strategy of Nestlé

Nestlé seeks to offer a varied range of products and services to meet evolving customer needs. It seeks to create
goods that are beneficial to both humans and the environment. The market determines the price of each thing.
Nestlé's pricing clout stems from its packaging and intake-based pricing. Nescafe and Maggie both have higher

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profit margins than their competitors. This is because the product quality is adequate, and a small price reduction
will not entice the consumer to associate with the brand.

Both Nescafe and Maggi are available in several quantities and packaging choices from Nestlé. You may even
get a 16-pack of Maggi in supermarkets, whereas 5rs Maggi is only available in small shops. Nestlé provides
cheap rates on other commodities such as Kitkat and Munch due to severe competition from other corporations.

Place Strategy of Nestlé

The firm is renowned for its distribution platform, which consists of a system of intermediaries that all work
together to get good proportion to the ultimate customer. The mammoth corporation employs around 308,000
people globally and operates in 187 countries. It has a manufacturing policy in place that ensures the goods fulfil
food safety, regulatory, and quality standards. It supports the concept of waste reduction and zero defects. The
following are critical tactics for the company's supply chain:

• Dedication to a zero-waste lifestyle.

• Customers must be recognized and interacted with.
• Acquisitions are undertaken to mitigate risks and get exposure to the acquirer's suppliers.
• Trying to assure that sourcing is carried out responsibly.

Promotion Strategy of Nestlé

Nestlé always has innovative marketing decisions when it comes to branding its products. Nestlé wants to figure
out which advertising channel is the most effective. They are up against strong competitors from both domestic
and international opponents. Promotion strategy and consumer promotion are two types of sales promotion
tactics used by Nestlé. Nescafe was the first company to introduce Nescafe songs that are still talked about
today. They've always made an effort to encourage customers to buy their stuff. Take Maggi, for example, which
is associated with easy-to-prepare two-minute snacks for women. As a result, it became well-known among
children and mothers. Quality of the product and nutritional content has always been a top priority for them.

Because of their strong presence on the field, Maggi and Nescafe have boosted marketing and sales. "Have a
Break, have a KitKat," Nestlé's distinctive marketing phrase for KitKat, a well-known Nestlé trademark, has
now become associated with the company. Nestlé uses a range of media to promote their products, including tv,
posters, print commercials, and web advertising.

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PORTFOLIO MANAGEMENT

Nestlé is transforming its global water business, sharpening its focus on international premium
and mineral water brands and healthy hydration products. In March, Nestlé completed the
acquisition of Essentia Water, a premium functional water brand in the U.S., and the sale of its
regional spring water brands, purified water business and beverage delivery service in the U.S.
and Canada.

Nestlé Health Science continues to focus on building a nutrition and health powerhouse. On
August 9, 2021, Nestlé completed the acquisition of the core brands of The Bountiful Company
for USD 5.75 billion. The Bountiful Company is the number one pure-play leader in the highly
attractive and growing global nutrition and supplement category. In July, Nestlé completed the
acquisition of Nuun, a leading company in the fast-growing functional hydration market, and
entered into an agreement with Seres Therapeutics to jointly commercialize SER-109, an
investigational oral microbiome therapeutic in the U.S. and Canada

Zone Americas (AMS)

▪ 8.4% organic growth: 5.2% RIG; 3.2% pricing.

▪ North America posted mid-single-digit organic growth, with robust RIG and positive
pricing.
▪ Latin America reported double-digit organic growth, with both strong RIG and pricing.
Sales 9M- Sales 9M- RIG Pricing Organic Net M& Foreign Reported
growth exchange growth
2021 2020 A

Zone AMS CHF 24.6 bn CHF 25.0 5.2% 3.2% 8.4% - 6.0% - 3.9% - 1.5%
bn

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Organic growth was 8.4%, with strong RIG of 5.2% supported by volume and mix. Pricing
increased to 3.2%, accelerating to 5.0% in the third quarter. Net divestitures reduced sales by
6.0%, as the divestment of the Nestlé Waters North America brands more than offset the
acquisitions of Freshly and Essentia Water. Foreign exchange had a negative impact of 3.9%.

Reported sales in Zone AMS decreased by 1.5% to CHF 24.6 billion.

Zone AMS reported high single-digit organic growth, building on a strong sales development
in 2020. Increased pricing, continued innovation, strong momentum in e-commerce and a
further recovery of out-of-home channels supported growth. The Zone saw continued
broadbased market share gains, led by coffee, pet food and dairy.
North America posted mid-single-digit growth in the context of significant supply chain
constraints. Sales in Purina Pet Care grew at a high single-digit rate, led by Purina Pro Plan,
Fancy Feast and Purina ONE. Purina Pro Plan Live Clear, the breakthrough allergenreducing
cat food, continued to see strong momentum and expanded its range to cover all life stages.
Nestlé Professional and Starbucks out-of-home products saw strong double-digit growth,
helped by a low base of comparison. Frozen and chilled food reported mid-single-digit growth.
Strong sales developments for Stouffer's, Lean Cuisine, Freshly and Hot Pockets were partially
offset by a sales decrease in pizza, following a high base of comparison in 2020. Sales in the
beverages category, including Starbucks at-home products, Coffee mate and Nescafé, grew at a
mid-single-digit

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 Overall growth

Nestlé
Zone EMENA Zone Other
Total Group Zone AMS NespressoHealth
AOA Businesses
Science

Sales 9M-2021
63 294
(CHF m) 24 589 15 492 15 172 4 654 3 237 150

Sales 9M-2020 24 991 14 952 15 251 4 180 2 421 117

61 912
(CHF m)*

Real internal
growth RIG 6.0% 5.2% 6.4% 3.9% 10.4% 14.1% 25.5%

1.6% 3.2% 0.8% 0.2% 0.6% 0.1% 2.9%

Pricing

Organic growth 7.6% 8.4% 7.2% 4.1% 11.0% 14.3% 28.5%

Net M&A - 3.3% - 6.0% - 2.8% - 4.1% - 0.1% 22.4% 0.0%

Foreign
exchange
- 2.0% - 3.9% - 0.7% - 0.7% 0.4% - 2.8% - 2.4%

Reported sales
growth 2.2% - 1.5% 3.6% - 0.6% 11.3% 33.8% 26.0%

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Organic growth reached 7.6%, with real internal growth (RIG) of 6.0% and pricing of 1.6%.
Growth was supported by continued momentum in retail sales, steady recovery of out-ofhome
channels, increased pricing and market share gains.

▪ Total reported sales increased by 2.2% to CHF 63.3 billion (9M-2020: CHF 61.9
billion). Foreign exchange reduced sales by 2.0%. Net divestitures reduced sales by
3.3%.
▪ Continued progress in portfolio management. On August 9, 2021, Nestlé completed the
acquisition of the core brands of The Bountiful Company.

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 CHAPTER- 2
(INTRODUCTION TO PRODUCT PROFILE)

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INTRODUCTION

Consumer behaviour is the behaviour that consumers display in searching for, purchasing, using,
evaluating, and disposing of products and services that they expect will satisfy their needs.” (Schiffman
et al, 2007) Both the definitions are very close to each other defining consumer behaviour as a process
or set of activities that individuals perform from start to end of using that product or service. This study
further focuses on perception, loyalty and general consumer behaviour towards Maggi as a brand
in young and old aged consumers. The study is an effort to relate the consumer behaviour towards
Maggi and the Maggi row. This consumer behaviour was studied among young and old aged consumers
because it is an assumption that the young and old aged people have different perceptions in general
even about the same things. Maggi became an object of study here where in India packaged food in
general is not considered healthy but Maggi grew exceptionally well in Indian market and become like
a staple food for most in the last two decades; but! due to Maggi ban and the entire Maggi row a
confusing steer related to the reliability of the product got created and now after its re-launch there
aroused a curiosity of what would be Maggi now. Would the perception and loyalty towards it change in
general? Would the old aged consumers who are generally more health conscious stop consuming
Maggi? Would there be differences in behaviour among the young and old consumers of Maggi?
Consumer perception is highly individualistic in nature and varies from person to person. This is the
only way market share increases and brands become successful; thus loyalty as a concept is very
important for the brand’s success. Also among the many factors affecting brand loyalty, market
structure variables and perceived risk are also the important ones affecting the loyalty of the consumers

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History of MAGGI:

Maggi products were first invented in the mid-19th century in Switzerland by a guy called

Julius Maggi. According to Maggi’s official account of its own corporate history.

“In 1863 Maggi created a recipe of flavours to bring added taste to meals. Known for his
nutrition-oriented approach, the Swiss Government asked Julius Maggi to create a product that
would be quick to prepare yet nutritious as more and more women were working outside the
home. The results were a success-two instant pea soups and an instant bean soup.

Maggi’s target audience in early 1980s India was much the same. In its first ads, the brand
popularized the image of the “Maggi Mom”: she cared for her children as much as the
moretraditional Indian mother, but, as a modern working woman, didn’t have the time to make
timeconsuming curries.

Kids loved Maggi; moms loved making Maggi. It took only “two Minutes” It was purportedly
healthy. Maggi released flavours specially tailored to the Indian market. Today Maggi relies on
nostalgia to keep ahead of the growing instant noodle competition. In 2008, Maggi introduced
a new ad campaign for the brand’s 25th anniversary in India. Titled “Me and Meri
Maggi” - “Me and My Maggi”, the campaign solicited personal stories from Maggi eaters and
re-created them for a series of ads aired across the country. The campaign is treacle-sweet
sentimentality of the first order: there’s a bride eating a bowl of Maggi in her wedding dress
and a kid eating it on a camping trip and a guy soaked to the bone carrying bowls of the stuff
to people stranded in their cars during the 2005 Mumbai floods. Noodle stories
But the “Meri Maggi” ads also tap into something essential about Maggi’s peculiar place in
India’s collective consciousness: everyone in India has his or her own Maggi story, Maggi
memory, and Maggi recipe. Maggi noodles may just be the closest thing that the modern
nationstate of India has to a tangible, unifying reality. According to the communications team
over at India’s Maggi Headquarters in Delhi, the annul Brand Equity Survey ranked Maggi the
most trusted food brand in India in 2014, while WPP’s Millward Brown Survey ranked it the
most powerful brand in India. In India, Maggi instant noodles were very popular; Maggi
noodles are specifically formulated to serve vegetarians, and carry the green dot. The product
in other countries is not vegetarian, unless imported from India.

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VARIOUS PRODUCT OF MAGGIE

NOODLES:
MAGGI 2-Minute Noodles
Is one of the largest and most loved food brands that defines Instant Noodles in India.
Continuing to spread joy as it has done for the last 25 years, your favourite MAGGI Noodles is
as tasty as ever and even provides essential nutrients for all stage of your life. With the goodness
of Protein and Calcium, MAGGI Noodles is available in 4 delectable flavours

Masala, Chicken, Tomato and Curry. MAGGI 2- MINUTE NOODLES MAGGI

VEGETABLE ATTA NOODLES:
An offering that exemplifies ‗Taste Bhi Health Bhi ‘, MAGGI Vegetable Atta Noodles is tasty
because it is loaded with everyone ‘s favourite MAGGI Masala ‘and healthy because it now
has more real vegetables and is packed with the power of fibre.

MAGGI VEGETABLE ATTA NOODLES MAGGI CUPPA

MANIA:
Each offering of MAGGI Noodles has been developed keeping in mind the
Indian palate and what you like. Once in today ‘s fast-paced busy life, multitasking is a reality,
you need something that fits with your rushed lifestyle a product which is tasty and healthy, is
convenient to prepare and eat and also satiates your hunger. MAGGI Cuppa Mania is a
combination of all the above! In an easy to carry on-the-go Cup format, MAGGI Cuppa Mania
comes in two mouth-watering variants Masala Yo! And Chilly Chow Yo! Packed with real
vegetables.

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SOUPS:
MAGGI HEALTHY SOUPS:
MAGGI was the pioneer of Instant Soups in India. 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 12 delicious variants:
Healthy Style
Rich Tomato- Mixed Vegetable- Creamy Chicken- Masala Noodles Sweet Corn Vegetable- S
weet Corn Chicken- Oriental Thai Noodles .

SANJEENI MAGGI HEALTHY CUP:

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 cup full of good life.

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SAUCES:

MAGGI SAUCES:
MAGGI Sauces have been an integral part of the Indian consumers ‘household for decades
now. To cater to the diverse Indian palate, MAGGI has a host of variants like: The
quintessential Rich Tomato Ketchup and Rich Tomato Sauce. - The unique Hot & Sweet
Tomato Chilli Sauce and Oriental Chilli Garlic sauce.
The Indian style Tomato Chat pat Sauce Lipsmacking tastes and vibrant packaging make
MAGGI Sauces true to its slogan - It's different!

MAGGI PICHKOO:
Pichkoo is a small day pack which makes MAGGI Tomato ketchup affordable to a host of new
consumers. And now, MAGGI makes the delight "Bigger' by introducing a Bada Pichkoo. A
large Tomato Ketchup pack which ensures that the fun goes on and on.

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PASTA:

MAGGI PAZZTA:
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.
MAGGINUTRILICIOUS PAZZTA is made from 100% Suji, and is a source of Protein and
Fibre. It has been launched in two delicious flavours
Masala Penne and Cheese Maca

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1. Product Strategy
Maggi is one of the leading food brands under the umbrella of Nestle. Maggi has a wide variety
of products and has a variety of ranges for each country. Its products are majorly categorized
into Maggi instant noodles, Sauce, Maggi soups, and Seasonings.
The instant noodles category has a vast variety and is very popular all across the globe. The
major products in this category are 2-minute Noodles, Vegetable Multigrain Noodles, Chicken
Noodles, Cuppa Mania, Oats Noodles, Hot Head Noodles, and Atta Noodles. These variants are
the backbone of the product strategy in the Maggi Marketing Mix. The Maggi Soups category
has a vast variety of dehydrated soup mixes and products offered vary with countries.
In India, it is available in Tomato Margherita, Corn with pepper, green pea with coriander, etc.
Maggi is present all across the world where it runs.

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2. Price Strategy
Maggi uses a Cost-based Pricing Strategy to tap into different markets in the world. The
competitive prices are repaid with a high volume of products. This shows that cost and
competition are the major factors in the marketing mix price strategy of MAGGI.
Because of rising prices in different countries, MAGGI has smartly started decreasing the
quantity to keep the price unchanged. Nestle strives to capture a high market share with
minimum prices and maximum quality standards. As Maggi is trying to tap into all segments of
income factors, it keeps differential prices depending on the locations across countries. Also,
its offering is available in a broad variety of packages so that people can buy according to their
needs. Recently, Maggi has started coming up with fresh products like the Hot Head Noodles
and Cup range which it targets for the higher income level segment and hence are priced at a
higher range.

3. Place and Distribution Strategy

MAGGI products are broadly available due to the strong presence of Nestle. The strategy of
distribution followed by Nestle is from Producers to Distributors to Wholesalers to Retailers to
Consumers. This is because it is consumed in a lot of volumes and commonly in small
quantities. Due to its wide reach even into rural areas, it has gained it the top position.
Maggi products are taken from the factories directly and are individually managed to convey
and forward agencies who then store in their warehouses and send them to the wholesalers.
According to their demanded quantity. These quantities are then distributed among the retailers
and other small businesses.

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4.Promotion Strategy

Maggi has used advertising as its major promotional strategy to create awareness. Initially, it is
focused on kids and working women who have less time to prepare food. The advertisement
mainly showed on kid’s channels with various effective taglines. Maggi has also used the
taglines of the “Miss You Maggi” ad campaign to regain back the lost consumer after the Maggi
ban in India. As sales strategies over the years, it has attached different free goodies with its
products such as fun products.

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SWOT ANALYSIS OF MAGGIE

Strength

• Maggi is the market leader in the noodles sector, with a high level of customer loyalty.
• Maggi is a top-of-mind brand thanks to its excellent advertising.
• Because of Nestle, there is a wide range of products available.
• Maggi comes in a wide range of tastes.

• The power of Nestle’s parent brand adds to the brand’s strengths.

• Maggi sells soups, sauces, and other items in addition to instant noodles.
• It’s simple to prepare and ready to eat. Noodles are very popular among students, young
couples, and teenagers.
• Maggi has a lot of exposure thanks to TV commercials, print ads, web ads, and
outofhome media.

Weaknesses
• Risk of Overdependence: Maggi Noodles accounted for 57 per cent of the company’s
income in 2014, even though their market share has shrunk dramatically (from 84 per
cent in 2012 to 63 per cent in 2014). Although there are increasingly more competitors,
the market is still growing.
• With more and more educated people becoming more health-conscious, awareness of
Maggi’s negative impacts is growing.

Opportunities
• Maggi’s economic packages can reach out to untapped rural markets.

• Can use Nestle’s distribution and brand recognition to establish a global presence.
• New flavours and packaging can assist the business in expanding its customer base.

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 • Maggi can form partnerships with schools, colleges, hotels, and other organizations to
deliver ready-to-eat snacks.

Threats
• The company is concerned about stiff competition from both local and national players.
• The spread of adverse effects of Maggi noodles via the internet and social media poses a
threat to Maggi’s survival. Because a decrease in the Maggi brand’s perceived value as a
result of its Noodles product category might have an impact on the brand as a whole.

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 Maggie 2015 Bann

A recall of Nestlé Maggi noodles in India in 2015 impacted the company for several years,
according to an analysis of consumer purchase data.
Scientists examined the immediate and long-term changes in noodle purchases after the
nationwide removal of Maggi instant noodles from the Indian market.
“The Maggi noodles scandal is a clear example of how consumers are prepared to make
persistent changes in their purchase patterns in response to food safety concerns even if that
food product is an integral part of their food culture,” said researchers.
“The long-term loss in purchases, combined with large costs of marketing campaigns to address
the reputational concerns, provide strong incentives for food companies to comply with
government regulations and ensure the safety of their products. “The recall had a negative
impact on purchases of Maggi noodles among urban households for at least two years. This
provides evidence of the huge costs of recalls on producers and it can be used by policymakers
to promote food safety, said researchers. They also found strong evidence for a positive spill
over effect to non-Maggi noodles among households with regular purchasing habits of Maggi
noodles. This indicates that consumers with more persistent habits of buying a recalled product
are less likely to stigmatize similar products under different brands.

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 The Maggi Noodle Crisis in India

June 4, 2015: Paul Buckle faced a difficult decision. The CEO of the world’s largest food
company,2 he had just met with federal officials at India’s food-safety regulator, FSSAI. The
government of the national capital territory of Delhi had ordered a ban on Nestlé’s flagship product
in the country, Maggi Noodles.3 Buckle was concerned that the Delhi ban, and the growing
nationwide media storm was creating confusion in the minds of Indian consumers. He wanted
Nestlé India to act fast. Maggi Noodles had been under attack in India during the previous month
for alleged violations of food-safety standards after a test by a state government lab had found
samples containing monosodium glutamate (MSG, an ingredient that Nestlé stated it did not add
to its product) and above-permissible levels of lead.4 Nestlé rejected these results.5 Subsequent
testing by government laboratories in other states revealed conflicting results, with some showing
the product to be safe and others reinforcing the initial findings. 6 Nestlé suggested that the
incriminating test results were the outcome of incorrect testing techniques, commonly suspected
in public laboratories.
The FSSAI was also considering a nationwide product-recall order on Maggi Noodles. Buckle
was no stranger to doing business in emerging markets. But the challenge Nestlé now faced in
India was formidable—an existential threat to its most well-known brand at the hands of
unpredictable regulators. Compounding the situation was India’s hyperactive “24x7” news media,
known for its sensationalism: a multinational-related controversy made ideal material for
primetime television, especially given Maggi’s widespread consumption among middleclass
Indians.

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 CHAPTER -3
A MARKET SURVEY REPORT OF

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RESEARCH METHODOLOGY

The study is based on the data collected in the form of a structured questionnaire from 100 respondents
aged between 15 years to above 55 years. The two age groups, one being “YOUNG” (below 35 years of
age) and the other being “OLD aged” (above 30years of age) were considered. An equal sized sample of
80 was considered for both the age groups and the study of consumer behaviour among these two groups
was analysed. Only Maggi consumers were sampled for the study.

Research Methodology is a way to find out the result of a given problem on a specific matter or
problem that is also referred as research problem. In Methodology, researcher uses different
criteria for solving/searching the given research problem. Different sources use different type of
methods for solving the problem. If we think about the word "Methodology", it is the way of
searching or solving the research problem.

Sample size
100 from different demographic group. The sample contains responses from all age groups
including working men and women and senior citizen.

Research Design:

The study is a descriptive study design using survey method

Data Collection
The data, which is collected for the purpose of study, is divided into 2 bases

Primary Source: The primary data comprises information survey of "consumer behaviour on Maggie
after ban. The data would be collected directly from respondents with the help of questionnaires,

Secondary Source: The secondary data would be collected from internet, References from Library.

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STATISTICAL TOOL TO BE USED

This work carried out through self-administrated questionnaires. The question included were
open ended, dichotomous and offered multiple choices.

Percentage have been calculated to analyse the data, Table and graphs are used to depict the
data. Correlation has been used to find out the correlation between age and buying behaviour of
Maggie

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OBJCTIVE OF STUDY

1. To study the consumer behaviour towards Maggi as a product before it was banned.
2. To study the consumer behaviour towards Maggi as a product post-ban after it’s re-launch.
3. To comparatively study the perception of youth and old aged consumers towards Maggi.
4. To identify the changes in perception if any before ban and post-ban after its re-launch.
5. To study customer loyalty towards Maggi.

Significance of study

1. Maggi has been the staple food in India and in the light of the recent controversy, it is
pertinent to know whether the perception of the consumers towards the company and
the product has changed and whether there has been a change in the consumption
pattern of consumers
2. Our country had embraced this product like no other, so it is important to determine
whether there has been a change in the loyalty of the consumer base and whether
consumer perception is affected by age, gender, marital status etc.
3. There is a section of consumers who are vocalising their support in the form of videos
and jokes and there are some who feel this is just a publicity stunt by the company to
come into the limelight.
4. With differing opinion on the controversy, the authors are interested in knowing
whether decades of trust can be impaired by allegations of harmful substances in the
product consumed.

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 CHAPTER – 4

ANALYSIS & INTERPRETATION

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ANALYSIS & DATA INTERPRETATION

Q1.Are you a customer of Maggie?

Customer for the Yes No

Maggie

80 20
Number of
Respondent

4 8 1 1

From the above analysis of the given sample of 100 respondents it is conclude
that out of 100 people 80 people like to eat Maggie while 20 only people don’t
prefer to eat Maggie.

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. Q2. what comes first in your mind when you hear the word Maggi??

Brand Preference by
Consumers

Noodles 75

Fast food 25

From the above analysis of given sample of 93 respondents who eat

Maggie sit is concluded that only 25 people prefer to eat Fast Food
while 75 people likes to eat Noodles.

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Q3.Rank the following Maggi products frequency of purchase with 1 being the highest rank?

Rank No. of Respondent

Noodles 33

ketchup 25

soup 29

cubes 20

According to the above analysis there has rank of Noodles ,ketchup, soup,
cubes, where customers are mostly preferred the Noodles and Cubes is least
preferred.

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Q4.what is the brand that comes to your mind when we say the word noodles?

Brand No. of Respondent

Maggie 65

Top reman 35

Column1

35

From the above analysis of the given sample of 100 respondents it is conclude
that out of 100 people 65 people like to eat Maggie while 35 only people prefer
to eat Top reman.

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Q5. Do you perceive Maggi noodles as a healthy product?

Yes No

Number of 60 40
Respondent

Ch
a T

From the above analysis of the given sample of 100 respondents it is conclude that
out of 100 people 60 people think that Maggie is a healthy product while 40 only
people not to prefer Maggie as a healthy product.

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Q6.With what products would you associate the brand Maggi?

Rank No. of Respondent

Ketchup 28

Noodles 48

soup 19

According to the above analysis it is concluded that out of sample of 95 people who eat Maggie
likes to buy big pack. Family pack is mostly preferred by aged people only. Mostly it depends
on the preference on the customer and its needs. But the company has all the types of pack for
the customers. Mostly consumers want to big pack and small pack, but there are few consumers
are wanting to family packs of Maggie.

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Q7.On a scale of 1 to 5 rate Maggi on the following parameters?

Scale No. of Respondent

Taste 52

Variety / flavors 23

Hygiene and purity 20

According to the above analysis it is concluded that out of sample of 95 people

23 price offers while 20were attracted by some other reasons. There have different
brands has different offers to promote his product like gifts and less price. Mostly
brands use to discount rate and gifts on the product

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Q-8 Rank the categories which Maggi should look in future in order of your importance:

Rank No. of Respondent

Chocolates 7

Salted potato chips 23

Fruit juice 51

Procced juice 4

Other 11

Analysis:

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According to the survey ,magi should look for salted potato chips infuture as it is highly dem

anded by the people in market

Q9. how do you rate Maggi brand in terms of following parameters:?

Rate Number of Respondent

Expertise 39

Trust worthiness 17

Liability 18

None of these 5

analysis:
According to survey, Maggi brand is using expertise strategy to look forward in future

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Q-10 How do you perceive Maggi products

Perception Number of respondent

Good for health 45
Ready to eat 35
Junk food 20

Sa

45

35

g h a h a y a ju

Analysis:
The survey suggest that most of the consumers perceive magi productas being
good for health

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Q11. Which Maggi products in noodles category do you regularly buy?

Product Number of respondent

Maggie masala 35
Maggie vegetable atta noodles 45
Others 20

Analysis: The survey suggest that most of the consumer regularly buy Maggie
vegetable atta noodles while few of them preferred Maggie masala noodles

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 CONCLUSION

This research work was carried out which showed that both young and old consumers are
equally loyal towards Maggi even after the ban episode but their perception towards Maggi has
changed now as the brand name and trust on the product has been shaken. The assumption that
female who would be more likely to consume Maggi after its re-launch than male consumer
has been disapproved by the tests carried out so it can be concluded that loyalty towards Maggi
is not gender biased and also the consumer behaviour among young and old aged consumers
towards Maggi did not show any stark difference related to loyalty aspect though the
perceptions about Maggi has been changed due to the ban and that also in both the age
categories. So it can be concluded on a macro level that consumer behaviour towards
Maggi is not biased according to the demographics or age in particular; though the perception
about the brand may have changed due the entire Maggi row.

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 FINDINGS

The above study was aimed at a comparison between the young and the old aged consumer behaviour
for Maggi product in connection to the entire Maggi row. Consumer behaviours for both the age groups
were studied for this.

1. The young consumers are more loyal towards Maggi as a brand than the old consumers.

2. There is no change in perception towards Maggi after its ban and its subsequent re-launch among
young consumers.

3. There is change in perception towards Maggi after its ban and subsequent re-launch among old
consumers.

4. Female consumers are more likely to stop consuming Maggi as compared to male consumers

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CHAPTER 5
RECOMMENDATION & SUGGESTION

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 LIMITATION

The study focuses on consumer behaviour only according to the two defined age groups of young and
old consumers; it doesn’t focus much on other demographic factors. The study was concluded in the
limited time frame of five months.

The study checks for changes in the consumer behaviour central to this theme, therefore more
extensive research considering different combination of demographic factors other than age and gender
for consumer behaviour of Maggi brand could be undertaken especially after its re-launch scenario. This
research would also help in further extension as to how Nestle Maggi would now rebuild its brand
positioning and the methods that could be deployed to manage such public relationship crisis as in case
of Nestle Maggi.

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 Bibliography

The content of this project has been taken to the following source:

• www.google.com
• www.wikipedia.com
• www.maggi.in
• www.nestle.in
• www.books.com
• www.magzines.com
• www.newspaper.com

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 QUESTIONNAIRE

Q-1 Are you a customer of Maggi?

• Yes

• No

. Q-2 what comes first in your mind when you hear the word Maggi?

• Noodles

• Fast food

• Snacks

• None of these

Q-3 Rank the following Maggi products frequency of purchase with 1 being the highest rank

RANK

• Noodles _________

• Ketchup _________

• Soup _________

• Cubes _________

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Q-4 what is the brand that comes to your mind when we say the word noodles?

• Maggi

• Top Ramen

• Surya Noodles

• Anil Noodles

Q-5 Do you perceive Maggi noodles as a healthy product?

• Yes

• No

Q-6 With what products would you associate the brand Maggi?

• Ketchup

• Noodles

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 • Soup

Q-7 On a scale of 1 to 5 rate Maggi on the following parameters

• Taste ____________

• Variety/Flavours ____________

• Hygiene/Purity ____________

Q-8Rank the categories which Maggi should look in future in order of your importance:

• Chocolates _____________

• Salted Potato Chips _____________

• Fruit Juices _____________

• Processed foods (Ready to use pastes, masala ____________

• Others (Please mention) _____________

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Q-9 how do you rate Maggi brand in terms of following parameters:

• Expertise (Competent, Innovative, Market leader)

• Trustworthiness (Dependable and keep customers interest in mind)

• Liability (Fun, interesting)

• None of these

Q-10 How do you perceive Maggi products?

• Good for health.

• Ready to eat.

• Junk food

Q-11 Which Maggi products in noodles category do you regularly buy?

(Repositioning awareness)

• Maggi masala

• Maggi vegetable attar noodles

• Maggi dal Atta noodles

• Others

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