MARKETING

ASSIGNMENT
ON

04/07/2010
Submitted by

• Saurabh Chaudhari
• Atul Singh
• Nitish Singh
• Ankur Agarwal
• Shakti Singh
 ORIGIN

In 1863, Julius Maggi developed a formula to bring added taste to meals

Nestle (Swiss company/1866/Henri Nestle)

Maggi merged with Nestlé in 1947

Launched in India in 1983

 FEW FACTS
Maggi
 Australia, India
 Malaysia, New Zealand
 Nepal, South Africa
 Singapore, The Philippines

India tops

Nestle 50% market share 250 crores

 PRODUCTS
Products
Traditional
 Dal atta
 Veg atta
 Rice noodles
 Maggi Masala

Other variants
 Curry masala
 Tomato Chicken
 Masala Chicken

Rice Noodle Segments

 Shahi Pulao
 Lemon Masala
 Chilly Chow
 PRODUCT LIFE CYCLE
Product life cycle is a
concept that provides
a way to trace the
stages of a product’s
acceptance , from
its introduction(birth) to
its decline
 .
INTRODUCTORY STAGE

• The product launched keeping in mind the

working women and children.
•No competition
• It was the pioneer in the instant noodle market.
• Distribution channel
Producer -- Distributor --
Retailer -- Consumer
 INTRODUCTION CONT…
• PRICING
The initial pricing strategy was low pricing strategy to
make product affordable.

• PROMOTION
Promotion focuses on awareness and information
Promoted with the tag line
“ BAS 2 MINUTE.”
Promotion done by
- Giving gifts on empty packets.
 GROWTH
INCREASED NUMBER OF SALES.
ACCEPTED AS READY TO EAT FOOD.
ENJOYED 50% MARKET SHARE VALUED AT 250 CRORE.
PROFITS BEGIN TO RISE.
MAGGI BECOME THE NO. 1 BRAND IN INSTANT NOODLE
MARKET.
PRICE- prices were kept normal.
PRODUCT- no any new changes.
PROMOTION- promoted with tag line
“GOOD TO EAT FAST TO COOK.”
 MATURITY

Declining sales growth

Saturated market.
Extending product line.
Large promotional offers.
 Entrance of new player
-DURING THE PERIOD OF 90’S MAGGI FACES
THE TOUGH COMPETITION FROM TOP RAMEN.
 MATURITY CONT…
PRODUCT
- Maggi introduced wide variety of products like Dal atta
noodles, Chicken maggi, Maggi cuppa mania.
PRICE
- Maggi still comes in very affordable prices starting from Rs. 5,
they reduced the quantity instead of increasing price.
DISTRIBUTION
- Distribution became more intensive. Adopted various
intensive programme for encouraging the product over their
competitors in the market.
 DECLINE
 Sales saw a decline in 1990’s.
-Formulation changed from fried base to
. air dried base.
 New product launched but failed.
-Dal atta noodles of sambur flavour.
 Tough competition from TOP RAMEN.
 Failure of other products like soups, cooking
aids etc.
Competition & Problem
 REINTRODUCTION OF
PRODUCT
IN 1999 company again changed the formation of
its products.
Company increased the distribution of its
products.
Along with children on working women company
also focused on other segments also.
 Company came up with various intresting ads.
 NEED RECOGNITION

Key needs of the Indian market –

 Good quality food

 Fast & easy to cook and hence convenient

 Different varieties

 Value for money

 SWOT Analysis
STRENGTHS

 Leader
 Loyal consumers
 Wide distribution
Innovation

WEAKNESS

One flavor
Health related issues
Rural market

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 SWOT Analysis

OPPORTUNITIES

Rural market
Increasing working youth
Preference for Chinese food and fast food

THREATS

 Competitive pricing
 Strong presence of regional competitors

04/07/2010 17
MARKET RESEARCH
MARKET RESEARCH
THANK YOU

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