STP ANALYSIS OF MAGGI BRAND

SEGMENTATION:

Maggi Brand have segmented the market on the basis of Age, eating habit and lifestyle of Urban
Families. It focuses mainly on the age and appetite of the urban families.

Nestle segmented the market on the basis of lifestyle

and eating habits of the consumer and brought the
Maggi noodles product accordingly into the market.
Although, the initial marketing strategy was a failure
but it was soon revised and the product was
repositioned targeting wide urban population.

The market was segmented into following:

1.School children

2.Working mothers

3.Urban working population

4.Urban college students living away from home.

TARGETING:

Market Targeting refers to evaluating and deciding from amongst the various alternatives, which
segment can be satisfied best by the company. Maggi Noodles is already associated with convenience
and taste and is currently accepted as a valid filling snack between meals. Their target audience are Kids,
Youth, Office Goers and Working Women which falls into the category of “convenience-savvy time
misers” who would like to get something instant and be over with it quickly.

 The age group between 4 and 14 years has largely similar tastes and is traditionally targeted by
Maggi.
 These segments perceive Maggi instant noodles as a welcome change in taste from the regular
fare and they are fascinated by the curly shaped noodles.

For these segments innovative products also have novelty value, however, certain dominant preferences
emerge. Marketing taglines were made to target specific users catering to their needs. It helped
mothers with the promise of fast to cook and good to eat snacks. Taglines like
'Mummy, bhookh lagi hai’

(Mom, I'm hungry)

'Bas 2 – Minute’

(Only 2 minutes)

Effectively communicated the product's benefits to target consumers.

POSITIONING:

The goal of positioning is to locate the brand in the minds of consumers to maximize the potential
benefit to the firm. Maggi has positioned itself in the SNACKS category and not in the meal category
since people do not consider noodles as a proper food item. Maggi positioned their product with the
well-known slogan

‘Taste bhi health bhi’

(Easy to cook, good to eat)

Positioning of maggi of product to get fast relief from hunger.

(course hero, n.d.)