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Maggi
Maggi
Submitted by:
Pooja Awasthi Mitali Balani Mihir Karve Meeta Khatri Aniket Sharma Ami Vora
Introduction
A Nestle brand Products - Instant noodles, sauces, soups, cooking aids, instant pasta, etc. Generalized name for instant noodles in India Dominates the estimated Rs 1,300-crore instant noodles category in the country with 80% share Maggi is competing with Heinz Sauces and Ketchup, Knorr Soups, Kissan Sauces and Ketchup, Top Ramen, Sunfeast Pasta
The Journey
1997: NIL changes the formulation of Maggi noodles, which proves to be a mistake as consumers do not like the taste of new noodles 1999: Maggi reintroduces the old formulation, which helps revive sales
Survey Objectives
How do customers perceive Maggi as a stable brand, their perception of Maggi and how do they associate themselves with Maggi? Are the consumers aware of Maggi Brand or they associate Maggi with some other brand? Do they consider noodle as a healthy product or are they aware of the companys strategy of repositioning it to a healthy product by the launch of some of the new products?
Which product from the entire basket of Maggi products do the consumers consider as the best selling product for Maggi and to which the consumers frequently buy?
Primary Research
Maximum respondents said they remembered the ad with Amitabh Bachchan in it. The second most remembered ad was Meri Maggi ad where the consumers tell their magi story. This shows the influence of having a celebrity endorser in the first and second connecting emotionally with your consumer. (frame it better)
Maggi is still the Top of the mind brand when associated with the word Instant Noodles.
96% of the respondents confess to have been Maggi Loyalists and to the hesitation felt while opting for a different brand on non availability of Maggi. Its also the most trusted brand. The brand information is communicated to the target audience by Television commercials which run various campaigns like Main aur Meri Maggi/ Kushiyon Wali Maggi (starring Amitabh Bachchan). Based on preference, respondents ranked Masala cubes their top preference closely followed by Noodles, across categories.
Amongst the noodle category, Maggi Masala is still the most preferred flavour, even when offered cuppa Noodles. Respondents are even well aware about the Parent Brand Nestle, which again restates the fact that commercials are effective. The dependency of brand only on TV commercials, affects its reach and this is evident in the fact that only 56% respondents remember coming across a commercial of the brand. For the first time Maggi introduced a celebrity Amitabh Bachchan in their commercial. This instantly hit the chord with rural and urban audience in their Kushioyn Wali Maggi with Rural Village and Hostel Story. Closely followed by Main aur Meri Maggi story, which emotionally enticed the audience. The packing is a hit with the audience though 24% respondents dont seem to like the pack size. This could also be with reference to increased prices and reduced size of the packs. Brand personality of Maggi amongst its users is someone thats fun to be with, as its taste is unadulterated over the years.
Swot Analysis
Strenghts
Market leader in their segment Strong brand loyal consumer base Wide range of distribution channel Product according to the need of Indian consumer Innovative Product.
Weakness
Product are dependent on each other. Not so much presence in rural market.
Opportunities
Increasing numb er of working youth Shift to rural market Changing preference of consumer towards Chinese food and fast food. Can foray into other food markets with its strong Brand name
Threats
Price war with competitors. Strong presence of regional competitors Consumers dont perceive it as a Healthy Product
B. Information Search
Personal sources, commercial sources, public sources & experiential sources. Maggi established brand : popularity through word - of mouth Mass advertising campaigns : good alternative for a quick snack
C. Evaluation of Alternatives
List of brands & Criteria for selection
D. Purchase Decision
Evaluation based on brand, dealer, payment method, quantity & timing. Maggi adopts: -- Mass distribution strategy easily available at any grocery store -- various pack sizes -- affordable pirces -- caters to each segment
Ad Campaign
PRINT ADS
Does not focus heavily on print media. During its launch since its initial target audience was mother and kids, ads were used to highlight the convenience factor of maggi. Recently maggi came out with advertisements in some weekly magazines for its new atta noodles and rice noodles varients. Maggi rice noodles mania had the highest column centimeter in print among the instant food category. Growth in noodles/pasta print advertisement grew by 42% share in 2010. Maggis expenditure on print media is much lower compared to other media.
TV Ads
Initially maggi was targeted at the workingwomen and later the upper-middle class kids. Maggi was a sponsor for Hum Log, a popular television show on Doordarshan, Indias sole channel in 1984. Maggi is now targeting its products at the entire family and not only kids. It recently launched Main Aur Meri Maggi campaign in commensurate of 25yrs of maggi in India.
DISPLAY
Large pack sizes at the top with decreasing pack sizes as going downward. This is because that for a retail outlet the more value is generated large pack thus they try to project big size at convenience place
SALES PROMOTIONS To introduce new products To attract new customer and retain the existing ones To maintain sales of seasonal products To meet challenge of competition tools Exchange schemes Price Off offer Scratch and win
PUBLIC RELATIONS The Maggi Club the children under 14 were invited by press adv and distribution of leaflets, to become a member of maggi club by sending logos cut from 5 empty maggi wrappers. Maggi projected it as maggi-clubbers are fun loversand intended to use it as reference group. Benefit offered to maggi-clubbers are various games like Snap Safari game, Cap and Masksets, Travel India game, Disney Today Comic.
To obtain each gift the member had to send 5 wrappers as purchase proof. Some special privileges were given to regular members from time to time like, discounting tickets of Appughar. It also Organised maggi school quizzes and sketching.
STPD Analysis
Segmentation On the basis of lifestyle and habits of urban families Targeting Kids, Youth, Office Goers and Working Women falling in the category of convenience-savvy time misers, who would like to get something instant and be over with it quickly.
Positioning Maggi has positioned itself in the snacks category. Developed a brand image of instant food products with statements such as 2 min noodles and Easy to cook, good to eat. POP Instant Noodle Category. Hygienic Tasty when added with vegetables and other add-ins
POD Market leader 2 minutes noodles and Enjoy the difference.
Brand Prism
Information Search
There are four major information sources which are of key interest to the marketer. These are the personal sources (family, friends, and acquaintances), commercial sources (advertising, websites, packaging and displays), public sources (mass media, consumer rating organizations) and experiential sources (handling, examining and using the product). MAGGI has over the years well established itself in the market and has now become a household name. This has helped the brand gain popularity through word of mouth.
Maggis Mass Advertising Campaigns targeted consumers of all ages. Their advertisements have highlighted that Maggi is a good alternative available with the consumers when it comes to having a quick snack.
Evaluation of alternatives When evaluating the potential alternatives, consumer uses two types of information the first is the list of brands from which they plan to make their selection and the second is the criteria from which they plan to make their decision. Beliefs and Attitude: Evaluations often reflects beliefs and attitudes. And these are acquired by experiences and learnings. MAGGI has always provided its consumers with something new from time to time which has developed a good belief in the brand and thus has helped them to choose them from their other alternatives. Their competitors like top ramen always find it difficult on the evaluation front with magi because of strong association of consumers with it.
Purchase Decision
Because of the strong consumer awareness about the brand MAGGI, consumer generally prefer Maggi out of all the available brands , due to the mass distribution strategy adopted by Maggi, any consumer can easily purchase it from their local grocery store without wasting much of his/her time in searching for the product. Maggi comes in various sizes like single , double and the supersaver packs so depending upon each individuals need Maggi is catering each and every segment of the society not to mention that as the size increase the saving on each pack increases.
External Factors
These print ad`s are aimed at increasing consumer involvement in the product
Using facebook to promote the product aswell as conduct a contest to increase consumer involvement
Maggie does not believe in celebrity endorsements and uses real people in their ad campaigns The recent KHUSHIYAN ad was an exception with Bollywood mega star Mr. Bachan endorsing it
Industry size1300cr Others-Nissan Top Ramen, cuppa noodle ITC Yipee (sunfeast) HUL Knorr soupy noodles Smith & Jones Chings GSK Horliks foodles
15
Maggie Others 85
Some Quotes
The Economic Times, a prominent newspaper in India, in 2003. "Maggi is the leader in the Instant Noodles category because it is constantly improving its understanding of the consumer to give them excellent and tasty products that provide nutrition, health, and wellness. Martial Rolland, chairman and managing director, Nestl India Ltd., in 2006. "Maggi has managed to enter Indian homes to change the traditional food habits of Indian children on their promise of convenience. This brand has understood the psychology of Indian mothers and positioned itself for mother-child indulgence.
Perceptual Mapping
BCG Matrix
Ansoff Matrix
AIDA Model
Attention
Typical promotion, commercials, print ads, billboards, contests, etc. The element of an advertising copy is necessary to grab attention of the prospects and direct their attention towards the wide range of Maggi products
Intention
Making people buy the product by peaking interests, both emotionally (feel good commercials) and physically (prepares your meal instantly) It can be described as the stage wherein the prospects are inclined to buy Maggi products Cuppa noodles
Desire
Convincing customers that they want and desire the product and that it will satisfy their needs. Tell the prospects how exactly they would benefit from using your products. In case of Maggi, the instant desire that can be fulfilled is quenching hunger Mein aur meri Maggi
Action
Leading customers towards taking action and or purchasing. You have gotten their attention, hooked their interest, and created a desire. This is where they actually go ahead buying Maggi products Maggi CLubs
Challenge
According to market experts Nestle India Limited's Maggi noodles which has been dominating the instant noodles market in India for nearly three decades However, it is currently witnessing tough competition with a number of new entrants such as Hindustan Unilever's (HUL) Knorr Soupy noodles, GlaxoSmithKline's Horlicks Foodles, Top Ramen and Big Bazaar's Tasty Treat. Top Noodle Brands in India Maggi Sunfeast Smith & Jones Ching's Top Ramen
Recommendations
Maggi as a brand is well engrained in the minds of Indian consumers, its association with noodles is three decades long and the brand exploited approximately 70% market share until 2010. Maggi not just introduced a brand but also a novel product instant noodles. But in 2010, the market saw the sudden infuse of instant noodles with introductions such as, Nissin Groups Top Ramen, CG Groups Wai Wai, ITCs Sunfeast Yippie and GSKs Foodles. Following are some recommendations which could be adapted to sustain the change: For combating the competition, the brand needs to first fight the sticky texture, as many school going children carry Maggi in their Lunch boxes and thus the mere stickiness gets associated to unhealthy quotient. Introduce variants targeted for youth, a pack with added vitamins. Today too many Hostelites prefer Maggi as their second meal. This concept could be tapped. Reinforce their association with the people, Main Aur Meri Maggi a campaign which was an instant hit needs a quick redo to engage the masses. The last very obvious factor is the reducing size and rising price of the pack, hence they should come out with combo offers, since this will induce sale and also yield trials.
Conclusion
Huge potential for expansion and growth with around 90% of untapped market. Gap between customer expectations and companys perception towards product diversification lost Maggi its share during the late 1990s. Came back with the original formula with free sampling campaign. Current Status Market Value:160-170 Crore(2008) Contribution to topline- 8-9% cope for expansion in noodles market is quite positive with the current market of only 300 crore.