Marketing strategies of maggi

by,
Divya kaushal
Submitted to : Prof.Iyer Shivaraman J.
Mayank parihar
Jabeen Akthar
Gauhar
Garima Bansal
Anu singhal
Introduction Nestle is a Swiss company founded in 1866 by
Henri Nestle.

 Nestle market its products in 130 countries

across the world.

 Nestle sells over a billion product every day.

 Nestle put the nutrition as the core of their

business, Nestle main focus is on health and
wellness. The main consideration of Nestle is Good
Food, Good Life to all consumer.
Core of Nestle Business
 Good Food, Good Life
 Food and beverages plays a important role in
people’s life- not only because of enjoyment and
social pleasure of eating together, but more in
more terms of personal health and nutrition.
 Nestle is committed to provide their customer,
consistent quality, safety as well as value for
money and convenience.
 Great taste is the fundamental of their products
and consumer appreciation of good food.
 Priority on nutrition, health and wellness.
Vision
Statement :
 Nestlé Norden’s aim is to meet the various needs of the
consumer every day by marketing and selling food of a
consistently high quality.

Mission
Statement:
 To become an inspiring growth partner that delivers
creative, branded food and beverage solutions enabling
operators to innovate, and delight our consumers.
Objective of Nestle

 Good to know
 Factual information on nutrition content
 Good to remember
 Tips for healthy lifestyle, cooking and diet
 Good to talk
 Consumers call to their consumer services
teams or log on to their website.
Maggi in India
 Maggi noodles is a brand of instant noodles made by
Nestle.

 It was founded by the Maggi family in Switzerland in the

19th century.

 Maggi is the iconic brand of Nestle.

 Maggi has been Nestle’s flagship culinary brand not only

in India, but globally as well.
Maggi in India
 Maggi in India is best known for its flagship product of
instant noodles with its various desi sub-segments such as the
traditional dal atta , veg atta and rice noodles along with their
various variants, Curry, Masala, Tomato, Chicken in the
traditional and Shahi Pulao, Lemon Masala and Chilly Chow in
the rice noodle segments.

 Nestle unleashed Brand Maggi in India almost 25 years ago

in 1983 with the launch of its traditional ‘2-minute noodles’ in
its masala , tomato and chicken flavours, followed by its curry
flavour some years down the line.
Maggi in India
 Maggi launched in India at a time when the instant noodle
was not that well known a category.

 When Nestle India launched Maggi in the country, it used

the tagline, ‘Fast to cook and good to eat’, to not only
promote the product, but also to educate the ever growing
aspirant consumer about the advantages of using it.
Need recognition of Indian Consumer
 There was a key need for a product that provides good
quality food and at the same time was convenient.

 Maggi visualized that there should be a product which take

less time to cook and consumer uses that product to get fast
relief from hunger.

 First, Maggi targeted at the kids, because they know these

segment want such kind of product from which they can get
relief, whenever they feel hungry.

 As the result, they came up with Maggi- 2minute Noodles.

Products of Maggi
 Maggi Stocks

 White Rice Seasoning

 Chicken Stock
 Chicken Stock- less salt
 Beef Stock& Vegetables Stock

 Soups

 Cook up Soups
 Instant Soups
Products of Maggi
 Products of Maggi 2 minute Noodles
 Chicken flavor
 Vegetables flavor
 Pizza flavor
 Curry flavor
 Cheese flavor

 Ketchups
 Tomato
 Chilli Garlic
 Chilli
 Extra-Hot Chilli
STP Analysis
 Segmentation:
 Age
 Life style
 Eating habits of urban families
 Targeting
 Kids
 Youth
 Office Goers
 Working women
 Positioning
 Easy to cook, Good to Eat
 2-minute Noodles
Competitors of Maggi
 Maggi Ketchup
 Heinz
 Tops
 Kissan
 Cremica
 2 min Noodles
 Top Ramen (tough competitor in terms of pricing)
 Soups
 Knorr soups
SWOT
Analysis
 Strength
Market leader in their segment
Weakness
Product are dependent on each other
Strong brand loyal consumer base Not so much presence in rural market
Wide range of distribution channel
Product according to the need of indian consumer
Innovative product

Opportunity Threat
Increasing number of working youth Price war with competitors
Product has been acceptable in youth category Strong presence of regional competitors
Shift to rural market
Changing preference of consumer toward
Chinese food and fast food.
 BCG Matrix of Tiger
BCG Matrix
Michael porter’s Five Forces Model
New Entrants
No potential threats of new
Entrants for maggi noodles

Suppliers Industrial Rivalry Buyers

Distributors, Raw material Top Ramen Customer mindset,
suppliers , Packaging. Chowmeen, etc. Brand image

Substitutes
Chowmeen , Fast food , pasta,
Macaroni.
Market Penetration Strategies Of Maggi
Noodles
 Promotional campaigns in schools
 Advertising Strategies
 Focusing on Kids
 Availability in different pack sizes
 Packing is the biggest plus point of Maggi market
penetration
 They have product available in all sizes to tap the
categories of consumer
 New product innovations
Brand recall and Future trends
 Introducing a fictitious character who can connect with kids for
better brand recall.

 Organization contests, Games and industrial visits for school

kids to further strengthen the brand image.

 Invite housewives to send new innovative recipes made from

maggi and introduce rewards for the same.

 Foray into the Chinese food segment by introducing branded

products for chowmeen, schezwan and Hakka noodles.
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