PRESENTATION

ON

By:
R.Veena bhargavi
PGDM-RM
0911-057
Institute of piblic
enterprise[IPE]
Contents:
 About NESTLE
 History of maggi
 Maggi in INDIA
 Maggi- 4P’S
 STP-MAGGI
 About NESTLE
• Nestlé S.A is a multinational packaged foods company founded
and headquartered in Vevey, Switzerland
• set up in 1866 by Henri Nestlé
• NIL-the indian subsidary of the global FMCG major S.A.
• NESTLE house–gurgaon, haryana
• Introduced the maggi brand in 1982.
• Entirely new food catgory-instant noodles-indian packaged food
market.
• Started offering new healthy products under maggi
• Main motto.
 NESTLE-HOME
Candy and Chocolate:
Baby Ruth
Butterfinger
Carlos V (”the authentic Mexican
chocolate bar”) Ice Cream:
Chunky Dreyer’s (ice creams,
Nestle Crunch frozen yogurts, frozen
Nips fruit bars)
Raisinets
Runts Nestle Push-Ups
Sweettarts The Skinny Cow (ice
kit-kat cream treats)
Bar one Pet food:
Frozen Foods: Alpo
Lean Cuisine (frozen meals) Frosty Paws (dog ice
Hot Pockets (sandwiches) cream treats)
Baking: Gourmet
La Lechera (sweetened condensed One
milk)
Libby’s Pumpkin
Nestle Tollhouse Morsels and
baking ingredients
• Beverages:
Coffee-Mate
Jamba (bottled smoothies and juices)
Milo Powdered Beverage and Ready-to-Drink
Nescafé
Nesquik
Nestea
Nestle Juicy Juice 100% fruit juices
Nestle Milk Chocolate Breakfast cereals
Nutrition
PowerBar
Specialty items: Boost
Maggi Seasonings
Maggi Taste of Asia
• Infant Formula:
Nestle Good Start
Baby Foods:
Cerelac
Nestum
• Bottled Water:
Arrowhead
Perrier
Pure Life
Vittel
 History of maggi
• Maggi is an over 100-year-old Nestlé brand of instant soups, stocks,
bouillons, ketchups, sauces, seasonings and instant noodles.

• The original company came into existence in 1872 in Switzerland,

when Julius Maggi took over his father's mill.
• Marked the beginning of the Maggi® brand and its lines of
convenient food products.

• In 1882, the Swiss Public Welfare Society commissioned Maggi to

create a vegetable food product that would be quick to prepare and
easy to digest to help with the problem of women having less time
to prepare meals as more and more worked outside the home.
• Maggi merged with Nestlé in 1947.  
 Maggi as an international culinary brand
• Worldwide leader in flavor and
meal enhancement.
• Internationally as the trusted
brand in consumer and
professional kitchens.
• Almost 89 percent of chefs in
Hong Kong-the center of Chinese
culinary excellence-use Maggi
products in their meal creations.
• The market leader in People's
Republic of China, Philippines,
India, Vietnam, Malaysia and
Thailand.
 Maggi-INDIA
NESTLE introduced maggi brand in INDIA in 1982.
With the launch of maggi noodles, NUL created a
new food category in indian packaged food market.
Over in india, maggi became a popular snack food
product.
In fact, "Maggi" has become a genericized name for
instant noodles in India and Malaysia.
Maggi –PRODUCT length
 Maggi stocks
White rice seasoning
Chicken stock
Chicken stock-less salt
Vegetable stock and beef stock
 Soups
Cook up soups
Instant soups
 2 minute noodles
Chicken
Vegetable
Pizza
Curry
Cheese
Dal and aata
 PRICE :
• Considering the price points in the market for Maggi, it should
continue to position itself in the "snacks" category itself, since few
would be willing to accept it as a meal (Indian Consumption Habits -
Noodles still arent taken as proper food item).
• Affordable by all income groups.

PLACE:
• The distribution network is well spread
• Easily available in all kirana stores, retail store etc.
• Market share
 PROMOTION:
Changed their advertising campaign-
focus on health and nutrition.
Celebrity endorsements. Eg . Javed
Jafferi
Sales promotion in schools and offices,
as the exercise of brand call.
Market research exercise-regards of
taste and health
issues. This helped maggi to think
about the customer.
Distributed free samples-period of
new launches.
Invited housewives to send new
innovative recipes.
• Maggi's first product extension was Maggi instant soups
launched in 1988. With the launch of Maggi soups, NIL had
become a pioneer in the organized packaged soup market in
India...

Taglines like 'Mummy, bhookh

lagi hai' (Mom, I'm hungry),
'Bas 2-Minute,' (Only 2
minutes) and
'Fast to Cook Good to
Eat' effectively communicated
the product's benefits to target
consumers
 STP of maggi
SEGMENTATION:
• Segmented the market on the basis of
lifestyle and eating habits of the
indian consumer.

• Focus mainly on age and appetite of

the urban families.
 TARGETING:

Target audience are

kids
Youth
Working women

It helps mothers with the promise

of fast to cook and good to eat
snacks.
‘convenience savvy time misers’
 POSITIONING:

• Positioned their product with the

well known slogan
• “2minute noodles”
• “taste bhi health bhi”
• “Easy to cook, good to eat”
• Positioned their product as to get
fast relief from hunger.
Thank you