MARKETING PLAN

MISSION

CONTROL

SWOT

EVALUATE

OBJECTIVE

IMPLEMENTATION

MARKETING STRATEGY 1. TARGET GROUP 2. 4 PS

 Mission provides a structure on which the company can build its future. Maggi Mission To become an inspiring growth partner that delivers creative, branded , food and economically priced products & delight consumers. To contribute to the development of agribusiness. To be considered as the number one snacking noodle option of India combining the values of convenience, taste and health.

STRENGTHS Market leader in their segments Strong brand loyalty Wide range of distribution network Emotional relationship with customers (Me & Meri Maggi) Advertising strategy OPPORTUNITIES Increase in number of working groups and student population Positioned as a snack in all age groups Upward trend of convenience food consumption

WEEKNESS Not much popular in rural market. Health related issues Tagged as a product with no health value.

THREATS Strong presence of regional competitors Price wars with competitors. Top Ramen coming up with new instant noodles offerings with variety of flavors.

 To promote Maggi noodles as a healthy ready to eat convenient food among kids ,teenagers & working group. To build mutual trust with consumers Nestle India Limited which is merged with Maggi business objective is to manufacture and market its products in a way that creates value that can be sustained over the long term for shareholders, employees, consumers, business partners and national economies in which Nestl operates.

 Market Targeting refers to evaluating and deciding from amongst the various alternatives, which segment can be satisfied best by the company. The Maggi Brand have mainly targeted : Kids Fascination of curly shaped noodles, Tag lines used in advertisement such as Mummy Bhook Lagi, Bas 2Minute Youth, Office Goers & Working Woman - The proposition of convenience of cooking as well as that of a tasty filling snack attracts this category of customers which expects instant and easy to cook food. All age Groups Tag lines Me & Meri Maggi leading to involvement of common consumers of all age groups.

PRODUCT

Flavors available Chicken , Curry , Tomato , Masala. Fast & Convenient to cook. Product Category of Nestle. Attractive Packets featuring stories of common people & their pictures.

PRICE

Economic in price All class of consumers can afford.

PLACE

Wide range of distribution network. Easily available Kirana shops, Retail outlets like Super markets , Big bazaar , Reliance fresh ,

PROMOTION

Viral Marketing YouTube & Facebook sharing stories of personal experiences. Traditional Marketing Television commercials, Celebrity Endorsements. Awareness Campaigns New innovative recipes to be send to company & in return rewards

 Strategy implementation involves executing plans in right direction. Maggi strategy was to target certain category of groups & at the same time product is affordable. Through its wide distribution network like viral marketing , product awareness campaigns , traditional marketing , Maggi targeted all category of age groups. Advertisement of Me & Meri Maggi story sharing on facebook & YouTube videos led to healthy and loyal public relations.

 In 2005 Maggi launched Atta Noodles with the tagline Taste bhi, health bhi. This advertisements showed Atta Noodles replacing the rotis and chapattis. They also featured it as Multi-Grain Noodles.

But the same led to failure & Maggi started losing its market share.

To overcome the failure , they changed the tag line to Me & Meri Maggi
The magic masala which comes along with Maggi is differentiated in taste as per different regional population.

They created feedback page on Maggi website & facebook page. Consumers started uploading their personal experiences and their feedback about the taste.
Consistent contact with customers through viral marketing & Awareness campaings like maggi stalls in schools had helped to maintain healthy connection with consumers.

Maggi has achieved its mission of being the number one snacking noodle option & is leading the market by maintaining control through public relations.