Maggi Noodles
Brand Positioning of Maggi noodles:
In a very pioneering move Nestle created instant noodles category in mid 1980s when they
launched Maggi brand. Being the first mover the brand become category representative. To
many people instant noodle is Maggi. It has become generic to the product category. Positioning
is an important aspect of marketing strategy. Market segmentation is first step in strategy
development. It is impossible for one marketing package to make sense to everybody. By
dividing customer on the basis of their similarities, it becomes easier for a firm to decide where
to direct its marketing efforts. This allows better allocation of finite marketing resources by
maximizing efficiency and effectiveness.
Nestle also had a lot of options. The noodles market can be divided into different groups
depending upon the choice of segmentation variable. For instance, there is domestic and
professional segment for noodles. The market could be divided on the basis of age of consumer, r
consumption quantity, geographic location and culinary treatment. Market segmentation is a
matter of perception. There are people who look at the market the way everyone sees, whereas a
limited few are able to uncover new customer groups who have not been uncovered by generally
followed basis of segmentation. Nestle chose to target the children segment. Children frequently
demand something to eat. Back then the market of snacks was not evolved.
Page 1 of 9
A Competitive Frame of Reference:
As maggi is the no. 1 noodles in Bangladesh, it has to compete with other noodles brands for
being stable in the top position. In Bangladesh the demand for particular noodles is usually
influenced by its taste, packaging, price and quality. Besides Maggi there are certainly some
more noodles brands available in Bangladesh. Some of the competitors are:
Mr. noodles
Knorr noodles
Analysis is done in order to list down the competitors in a simultaneous manner.
1. Mr. noodles :
Mr. Noodles is a brand of instant noodles manufactured by PRAN. The brand is popular in
Bangladesh. PRAN offered a variety of culinary products such as instant noodles, spice, sauces
& ketchups, Jam & Jelly etc. Of these, instant noodles had been popular product category in the
culinary segment since the launch of Mr. Noodles in 2011. Over the years, Mr. Noodles became
a popular snack food product in Bangladesh.
Page 2 of 9
Claimed to be “Easy instant noodles”, The Mr. Noodle cake and seasoning is added into boiling
water for two minutes and it is ready for consumption. Egg, seaweed, boiled vegetables or lemon
can also be added to the noodles for a better flavor or taste.
SWOT Analysis of Mr. Noodles
A. Strength:
i. Mr. Noodle has the great taste which is liked by many children in Bangladesh
ii. It has different variations of packaging and flavor as per customers ability
iii. As a SBU of Pran, it has great financial backup
iv. They have large brand image in front of people across the world
B. Weakness:
i. Mr. noodles is only available in towns
ii. Their staffs are be less experienced than others
C. Opportunities:
i. Growth in the fast casual industry as a dining concept
ii. Expand into markets on East & West Coasts supported by strong numbers of
revenue growth
Page 3 of 9
iii. It has more variations to do more marketing and branding activities to boost
brand image
D. Threats:
i. Not providing products in rural areas is a problem for them
2. Knorr Noodles
The history of Knorr is a story of passion, exploration and innovation. In 1838, Carl Heinrich
Knorr opened a factory in Heilbronn, Germany supplying chicory to the German coffee industry.
Mr. Knorr began to experiment with drying vegetables and seasonings, preserving their
nutritional value and flavour. This led to the launch of Knorr’s first dried soup range across the
European continent in 1873. This progressive breakthrough led to a series of improvements in
technique and development of new products. Since 1838, our food philosophy has centered on
high quality, which we maintain in every one of our products.
In 1957, flagship Knorr brands were sold in only eight countries and by the year 2000, Knorr
products were sold in nearly ninety countries around the world. The same year led to an
important milestone; Knorr joined the Unilever family. Knorr was launched in India in 1996, and
now we have irresistible soups, delicious noodles and flavorful measles. Knorr’s products are
available around the world; we pride ourselves on genuine understanding of local flavors. Our
global and local understanding enables us to provide you with great tasting international
favorites, helping you sample authentic flavors from cultures far and wide.
Page 4 of 9
SWOT Analysis of Knorr Noodles:
A. Strength:
i. Cocola is the first popular noodles brand in Bangladesh. So it has lager amount
of consumer across Bangladesh
ii. High Brand Awareness Levels (Recall)
iii. Strong brand heritage
iv. Expanding distribution network.
v. Wider variety of taste offered to the consumers.
vi. Health consciousness on the rise in consumers.
B. Weakness:
i. Low Brand Salience Levels (Customers are not really aware of the brand’s
benefits, despite reasonably high recall
ii. Limited distribution
iii. Offering suitable for urban markets only
C. Opportunities:
i. Net disposable income has increased over the past years, thus increasing the
customers purchasing power
ii. Awareness of health, hygienic and conveniently packaged food is on the rise
iii. Consumer exposure to foreign products has also increased
Page 5 of 9
D. Threats:
i. Influx of other foreign brands in the same category can give rise to sterner
competition
ii. Frozen foods can curtail the sales
Identification of Optimal Points of Parity and Points of Difference:
Perceptual Map:
Brand Name
Maggi Noodles
Knorr Noodles
Brand Awareness
Mr. noodles
POD Maggi noodles (have high Brand Image & Brand Awareness)
POP Mr. noodles (have similar Brand Image & Brand Awareness)
POP Knorr Noodles (have similar Brand Image & Brand Awareness)
Page 6 of 9
Brand Mantra:
Establishment of Brand Positioning:
Communicating: Promotion strategies are concerned with the planning, implementation,
and control of persuasive communication with customers. Clear-cut objectives and a
sharp focus on target customers are necessary for an effective promotional program. As
Bata is a established brand here in Bangladesh they think that they should go on with
more and more retail outlets rather than intense advertising. So they limit their
advertising into following places:
I. Billboards:
Page 7 of 9
II. Adds on local newspaper
III. Promotion Tools
Monitoring Competition: Food would never be complete without taste. Maggi has
always care about its customers for provide them a better taste and healthy noodles
all the time. It increases its quality and packaging day by day to compete its
competitors and till now it is successful. Other than that they have create a chance
for every level of people to afford it.
Page 8 of 9
References:
1. https://www.nestle.com.bd/brands/maggi_masala_noodles
2. https://www.facebook.com/MaggiBangladesh/
3. http://www.pranfoods.net/culinary_noodles.php
4. https://www.facebook.com/mr.noodlesbd/
5. https://www.unilever.com.bd/news/news-and-features/2015/knorr-noodles-now-in-
bangladesh.html
Page 9 of 9
