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Nestle: Maggi

Maggi is an instant noodle brand introduced in India in 1982 by Nestle India Ltd. It created an entirely new category of instant noodles in India. Maggi became the market leader with 57% market share through first mover advantage and effective advertising campaigns targeting kids with taglines like "mummy, bhookh lagi hai". Maggi uses an intensive distribution network and offers various product variants, promotions, and competitive prices to maintain its leadership position despite threats from regional competitors.

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Rohit Sharma
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135 views17 pages

Nestle: Maggi

Maggi is an instant noodle brand introduced in India in 1982 by Nestle India Ltd. It created an entirely new category of instant noodles in India. Maggi became the market leader with 57% market share through first mover advantage and effective advertising campaigns targeting kids with taglines like "mummy, bhookh lagi hai". Maggi uses an intensive distribution network and offers various product variants, promotions, and competitive prices to maintain its leadership position despite threats from regional competitors.

Uploaded by

Rohit Sharma
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PPTX, PDF, TXT or read online on Scribd
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MARKETING PROJECT

TRIMESTER 1 | | CAPSULE CLASS


ACADEMIC SESSION 2020-21

NESTLE

MAGGI

SUBMITTED BY : YOGESH AGGARWAL


ROLL NO : IGSM/PG2020/0699
CAMPUS : GREATER NOIDA
COURSE : PGDM BATCH 2020-22
INTRODUCTION OF MAGGI
Nestle India ltd the India subsidiary of the global
FMCG majors , introduced the Maggi (an instant
noodle product ) in India in 1982.
With the launch of Maggi noodle , NIL Created an
entirely new category – instant noodle in the India.
Maggi is first introduced in 1872 in Switzerland by
JULIUS MAGGI , later it is owned by nestle company
in 1947
Maggi was the first to bring Protein-Rich legume
meal to the market . Maggi launched in India at a
time Instant noodle market was not a popular one.
In 2005 , “ Maggi takes the health route ”.
BRAND PERCEPTION
 Nestle had to promote noodles as a concept, before it could
promote Maggi as a brand. They used strong taglines which
tapped on the problem statements to address this :
 2 mins noodles — Convenience.
 Taste Bhi Health Bhi — Health.
 2 minute mein Khushiyan (Happyness in 2 minutes) — Fun &
Happiness.
• Maggie has been doing this so efficiently that they managed to
check all the boxes in visual branding. Be it creative packaging,
colour selection, logo consistency — they are spot on
Distribution channel
CARRYING
Factory GODOWN AND FORWARD
AGENCYT

WHOLSALER DISTRIBUTORS

RETAILER CUSTOMER
PRODUCT VARIANTS
MARKETING MIX
PRODUCT
MAGGIE 2- MINUTES NOODLES
MAGGI VEGETABLE ATTA NOODLES
MAGGI CUPPA MANIA
MAGGI VEGETABLE MULTIGRAIN NOODLE

PRICE
Maggi 2- minutes noodle(masala ,curry)- RS 10
Maggi aata noodle - Rs 15 per 100 grm
Tetra pack (400gms)- rs 39 , six pack – RS 57
PROMOTION
SALES PROMTION-
Us e of poster , hanger and tanglers.
Point of sales
Backdrops on shelves

ADVERTISING-
Children centric advertising
Maggi club contests, game etc
Use of tag line
PLACE
 Maggi follows an intensive distribution network in the
urban market .
 Seven factor- Punjab, Haryana, Goa, Karnataka , Tamil nadu.

Channel:
 Malls, distributors, shopkeepers.
 Centralized distributors for big retail outlets
SWOT ANALYSIS
STRENGHTS WEAKNESS
Market leader in its New Innovations were
segments. not always successful.
Strong Brands, loyal Lack of Research.
consumer base. Undermines
Wide range of competitor’s Threat.
distribution channel. Negative word of mouth
Effective Advertising. due to ill effect of Maggi
Innovative product noodle.
range.
OPPORTUNITY THREATS
Product has been in Price war with
acceptable in youth competitors.
category. Strong presences of
Shift to rural market.
regional competitors.
Changing preferences of Tough competitors from
consumers towards fast local players.
food.
It can tie-up with more
and more restaurants.
SEGMENTATIONS
CLASSIC NOODLES - 5 TO 10 YEARS

VEG. ATTA NOODLES - HEALTH NOODLES

RICE MANIA - TEENAGERS

CUP MANIA - OFFICE GOERS


POSITIONING STRATEGIES
Nestle unleashed Maggi in India in 1982.
Nestle iconic Brand Maggi , they have 57% of market
share.
First mover Advantage in the Instant Noodles
segment helped Maggi to retain their market
leadership over the Years .
Advertising tagline like “mummy, Bhookh lagi hai”, bas
2-Minute” and “Fast to cook good to eat” (in 1990s)easily
positioned Maggi in the minds of target consumers.
NIL has started to offer aggressive discounts and
incentives to retailers on maggi.
TARGET
The target audience of Maggi is :
 KIDS
 YOUTH
 OFFICE
 WORKING WOMEN
 HEALTH CONSCIOUS
PEOPLE
MARKET STRATEGIES
Promotion campaigns In school.
Advertising strategy,
Focusing on kids.
 New product innovation according to the needs of
customers.
Availability in different package.
Conducting regular market research.
COMPETITORS

PRODUCED BY:- PRODUCED BY :-


PRODUCED BY :-
NISSAN FOOD HORLICKS
SUNFEAST
CONCLUSION
Maggi has achieved a great position in market and
this product is least affected by its competitors (top
ramen, yipee and etc )
Maggi original has been the best , its flavour were not
able to whet the appetite to the same extent.
 Maggi from last 20 years has managed to remain
unbeaten in the market because it has always given
more preference to the taste of people.
THANK YOU

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