Maggi Noodles

The Noodle War Has Begun

1 History of Noodles

2 Instant noodles market in India- Nestle Maggi

Market estimates: growing at around 15% -20%

3 annually

Growth from Rs. 1,300 crore at present to around at least Rs.

4 3,000-3,500 crore by 2015

5 Maggi - giving Nestle over 85 % share of the market

 Key players

GlaxoSmithKline's Horlicks Foodles

1

HUL: Knorr Soupy Noodles

2

3 ITC's: Sunfeast Yippee

4 Future Group: Tasty Treat

5 Top Ramen, Foods' Ching's Secret & CG Foods's Wai-Wai

6 Aditya Birla Retail's Feasters

 Brand and Line Extension

Cooking
Noodles Sauces Soups Pasta
Aids

• Magic
• Tomato Chilli Cubes
• 2 minute Sauce • Coconut
• Sanjeevani Milk Powder
noodles • Oriental
Maggi
• Cuppa Chilli Garlic • Bhuna
Healthy Cup • Maggi Pasta
Mania Sauce Masala
• Healthy
• Vegetable • Chatpat • Pizza
Soups
multigrain Sauce Mazza
• Pichkoo • Masala-oe-
magic
Segmentation
 Differentiation

Taste
1

Flavours
2

3 Packaging

4 Ingredients
Positioning

• Fun food for kids which mothers could prepare easily

• 2 minutes noodle with 6 flavours – position Maggi as a
snack with nutritional value
• Maggi vegetable atta noodles – taste bhi health bhi
• Cuppa mania – convenience without compromising on taste
• Convenient food option that can be had anywhere anytime
• Positioned the product by using the slogans:
• Easy to cook and good to eat
• Fast relief from hunger
 STPD Analysis

Differentiatio
Segmentation Targeting Positioning
n

Kids Fast to cook Taste

Age Good to eat

Youth Flavors
2 Minutes
Eating Habits
Noodle
Office Goers Packaging

Lifestyle of Taste bhi

Urban Families Working Health Bhi
Women Nutrition
 Healthy
food
Getting The Mix Right
Whenever,
Wherever, Ingredients Taste bhi
However
Promotion Brand
Name

Whenever,
Wherever, Availability
Features Taste bhi
However
Maggi
Noodles
Advertising Differentiati
on
Effective Taste bhi
taglines health bhi
Packaging Positioning

Pricing
Easy to
Taste bhi
cook good
to eat
Affordable
 No Distribution
Target – competition Low
Introductory Channel
Women and Pioneer in pricing Strategy
Stage Low pricing
children Instant Promotion
Noodle Strategy

Increased Product –
Promotion
sales accepted Price – Stuck to
Growth Stage Good to eat
as ready to eat Affordable Original flavor ,
fast to cook
food Profit rise no changes

Declining Extending
Sales growth Entrance of Product Line Extensive
Maturity stage
Saturated new players Affordable Distribution
Market price

Re-
Sales New Product Tough introduction
Decline stage
reduced Launched Competition Need
Recognition
 Strategies Adopted Over the Years

1 Promotional campaigns in school

Advertising strategy- focusing on kids

2

3 Availability in different pack sizes

4 New product innovation Brand Extension

5 'Me and Meri Maggi' campaign

 Strategy recommended

1 Market Research, Counter the new entrant

2 Focus on twin benefits of instant and Healthy

3 Strengthen distribution channel in rural areas

4 Promotion in housing societies to get the entire family together

Introducing fictitious character who can connect with kids for better
5 recall

Innovative Instant recipes kiosks in Malls, Movie Halls Youth

6 Hang Outs etc
Thank You