MARKETING STRATEGIES

OF MAGGI
A CASE STUDY
 PROJECT REPORT

ON

MARKETING STRATEGIES OF MAGGI: A CASE STUDY

SUBMITTED TO

DEPARTMENT OF COMMERCE

OSMANIA UNIVERSITY COLLEGE FOR WOMEN

KOTI, HYDERABAD

IN PARTIAL FULFILLMENT FOR THE AWARD OF

BACHELOR’S DEGREE IN COMMERCE

SUBMITTEED BY: FAZEELATH UNNISA

B.COM. (HONOURS)

H.T.NO. 2014-1801

PROJECT SUPERVISOR

ASST.PROF.G. SARITA

FACULTY MEMBER

DEPARTMENT OF COMMERCE

OUCW, KOTI, HYDERABAD

 TITLE PAGE

NAME OF THE TOPIC : MARKETING STRATEGIES OF MAGGI: A

CASE STUDY

NAME OF THE STUDENT : FAZEELATH UNNISA

NAME OF THE COLLEGE : OSMANIA UNIVERSITY COLLEGE FOR

WOMEN

YEAR OF STUDY : 2013-2016

NAME OF THE COURSE : B.C OM HONOURS

HALL TICKET NUMBER : 2014-1801

NAME OF THE GUIDE : ASST.PROF. G.SARITA

 ACKNOWLEDGEMENT

I express my sincere gratitude toASST.PROF.G. SARITHA Osmania University,

koti, Hyderabad for her /his valuable guidance and constantEncouragement all
through my project work

I am thankful to my friends and lecturers for their unconditional help and support I
wish to place on record my sincere thanks toPROF.B. SANDHYA RANIhead
Department of commerce, Osmania University College for women, koti,
Hyderabad for her constant inspiration.

I take this opportunity to express my profound gratitude to the principal,

OsmaniaUniversity College for women, koti, Hyderabad for providing me the
Opportunity to work on the project.

Name of the student: FAZEELATH UNNISA

 CERTIFICATE

This is to certify that FAZEELATH UNNISAis a bonafide Student of b. com

(Honours) III year OsmaniaUniversity College for women (H.T.NO2014-1801)and
she has worked on the project title “MARKETING STRATEGIES OF MAGGI:
A CASE STUDY” under The supervision of ‘PROF.G. SARITA’department of
Commerce, Osmania university college for women, koti during the

Year2013-2016

Place: Hyderabad Head of the department

Date:10-3-2016
 CERTIFICATE BY THE GUIDE

This is to certify that project work titled “MARKETING STRATEGIES

MAGGI: A CASE STUDY is bonafide work done by FAZEELATH
UNNISA(H.T.NO. 2014-1801)of b.com (honours ) III year from Osmania
university college for women koti, Hyderabad under my supervision.

Place: Hyderabad Name of the guide:PROF.G SARITA

Date: 10-3-2016
 DECLARTATION

IFAZEELATHUNNISA student of b.com (honours) III year of

OsmaniaUniversity Collegefor women, koti, Hyderabad. Hereby declare that the
project report submitted to College for the award of “bachelor degree in
commerce” is a reward of bonafide Work done by me under the guidancePROF.G.
SARITADepartment of commerce, Osmania University College for women, koti
.it is the original and genuine work done by me. It has not been submitted to any
other university for the award of any degree or diploma.

Place: Hyderabad Name of the student: FAZEELATH UNNISA

 CONTENTS

CHAPTER-1

 INTRODUCTION
 OBJECTIVES OF THE STUDY
 RESEARCH METHODOLOGY
 LIMITATIONS OF STUDY

CHAPTER-2

 INTRODUCTION TO MARKETING STRATEGIES

 MARKETING STRATEGIES OF MAGGI
 ADVANTAGES AND DISADVANTAGES OF MARKETING
STARTEGIES
 KINDS OF MARKETING STARTEGIES

 Marketing strategy-exploring value creation

opportunities

 Marketing strategy –company analysis details

 Marketing strategy –choosing value

 Marketing strategy-creating, delivering,

communicating, and capturing value

 Market penetration strategies

CHAPTER-3
  COMPANY PROFILE

 MAGGI BRAND IN INDIA

 PRODUCT LIFE CYCLE OF MAGGI

 MAGGI BANNED IN INDIA

 RELAUNCH IN INDIA

 MARKETING STRATEGIES OF MAGGI TO RELAUNCH IN

INDIA

 SOCIAL MEDIA SUPPORT TOWARDS MAGGI

 TWITTER RESPONSE TOWARDS MAGGI

CHAPTER-4

 DATA ANALYSIS OF THE STUDY

CHAPTER-5

 FINDINGS OF THE STUDY

 SUGGESTIONS
  CONCLUSION

BIBLIOGRAPHY

ANNEXURE
 INTRODUCTION
Marketing strategies explain how the marketing functions fits in
with the overall strategy for a business

Once the strategy has been identified, then the

business must develop an action to turn the strategy into reality.
The starting point for this plan is setting of marketing objectives.
Marketing objectives are the specific targets for marketing set by
the business to achieve their corporate objectives

Meaning: An organization’s strategy that combines all of its

marketing goals into one comprehensive plan. A good marketing
strategy should be drawn from marketing research and focus on
the right product mix in order to achieve the maximum profit
potential and sustain the business. The marketing strategy is a
foundation of marketing plan.

Definition:The term ‘marketing strategy ‘might sound broad

or vague to many, so let’s take the mystery out of it then you can
understand, devise and implement your business plan.
Strategy comes from a Greek word“STRATAGIEN”, meaning to be
general. Think of a strategy as an overall plan of action are called

tactics. You can have tactical plans which help you to achieve
your overall marketing strategy.

“The marketing strategy is the way in which the marketing

functions organizes its activities to achieve a profitable growth in
sales at a marketing mix level”-Philips Kotler

OBJECTIVESOFSTUDY
 To present the swot analysis of Maggi
 To understand the marketing and promotional
strategies adopted by nestle Maggi
 To analyze the perceptions of consumers towards
Maggi
SOURCES OF DATA COLLECTION
Primary data
The primary data used in this report includes the structured
questionnaire throughwhich consumer responses are collected
regarding their views towards Nestle Maggi.

Secondary data
The secondary data has been collected from various websites and
books. It also includes data from company and other referral sites
and sources.

LIMITATIONS OF STUDY
 There are many companies offering ready to eat products in
the market but the study is limited only to Nestle Maggi and
also further it is confined only to Maggi noodles.
 The sample size is only 30 respondents so the result may not
be appropriate.
 INTRODUCTION TO MARKETING
STRATEGIES

A marketing strategy is a process or model to allow a company or

organization to focus limited resources on the best opportunities
to increase sales and thereby achieve a sustainable competitive
advantage. A marketing strategy should be centered on the key
concept that customer satisfaction is the main goal.

A marketing strategy is most effective when it is an integral

component of corporate strategy, defining how the organization
will successfully engage customers, prospects, and competitors in
the market arena. Corporate strategies, corporate missions, and
corporate goals. As the customer constitutes the source of a
company’s revenue, marketing strategy is closely linked with
sales. A key component of marketing strategy is often to keep
marketing in line with a company’s overarching mission
statement.

A marketing strategy can serve as the foundation of a marketing

plan. A marketing plan contains a set of specific actions required
to successfully implement a marketing strategy. For example:
“Use a low cost product to attract consumers. Once our
organization, via our low cost product, has established a
relationship with consumers, our organization will sell additional,
higher-margin products and services that enhance the consumer’s
interaction with the low-cost product or service.”

A strategy consists of a well thought out series of tactics to make

a marketing plan more effective. Marketing strategies serve as
the fundamental underpinning of marketing plans designed to fill
market needs and reach marketing objectives. Plans and
objectives are generally tested for measurable results.

A marketing strategy often integrates an organization’s marketing

goals, policies, and action sequences (tactics) into a cohesive
whole. Similarly, the various strands of the strategy, which might
include advertising, channel marketing, internet marketing,
promotion and public relations, can be orchestrated.

Many companies cascade a strategy throughout an organization,

by creating strategy tactics that then become strategy goals for
the next level or group. Each one group is expected to take that
strategy goal and develop a set of tactics to achieve that goal.
This is why it is important to make each strategy goal measurable

ADVANTAGES AND DISADVANTAGES OF

HAVING MARKETING STRATEGIES
You create a marketing strategy to gain advantages in the
marketplace, but you must remain aware of the disadvantages of
any given marketing strategy. Your marketing choices require
awareness of advantages vs. disadvantages, and as you weigh
these, you must be prepared to change strategies when
disadvantages become too great. Examine the areas where
marketing strategies can benefit or harm your business, so that
you can act quickly to adjust your marketing to benefit your
company.
Objectives
You may set marketing objectives such as achieving a percentage
of market shares, maximizing cash flow or maintaining
profitability through market expansion. As you create a marketing
strategy to achieve any of these objectives, you must remain
aware of one potential disadvantage: You may have chosen the
wrong objective. An effective marketing strategy aimed at the
wrong objective can take you in a harmful direction. For example,
if you seek to maintain profitability by expanding your markets,
you may find that you would be better off improving customer
service to your existing markets so that you can improve your
reputation.

Costs
Each marketing strategy has costs you must evaluate in terms of
how effectively you spend your money. An e-mail campaign may
be relatively cheap, but it could waste your marketing message
by getting lost in your customers’ spam filters. Magazine
advertising, on the other hand, may cost more than you can
afford.

Direct mail can be cheaper than print ads, but your product or
service may not be well-suited to this kind of campaign, so you
could be wasting your money. You must constantly weigh costs vs.
benefits for any marketing strategy, so that you use your
marketing dollars wisely.
Branding
Your marketing strategy creates an impression of your company. If
the strategy for a specific product or service is ineffective, you
can give your customers the impression that you are not a viable
company. You must decide how much of your marketing strategy
should focus on promoting your brand and now much of it should
tout the specific benefits of a particular product. One way to
handle this dilemma is to divide your marketing into two phases.
In the first phase, focus your marketing on the product. Once it
gains acceptance, tie your brand to that product. Because
consumers already have a favorable impression of the product,
they will be likely to transfer that favorable impression to your
brand. This strategy minimizes the disadvantage of harming your
brand when the public does not like a product.

Effectiveness
Any marketing strategy that does not allow you to measure
effectiveness puts you at a disadvantage. You can continue an
ineffective marketing strategy indefinitely if you don’t have some
way to measure how well it works. A marketing strategy that
contains measurable objectives offers you the advantage of
continuing plans that work. You can build effectiveness into your
marketing strategy by expressing your objectives in terms of
numbers. For example, “we will increase sales by 20 percent” is
effective; “we will increase sales” is not.

DIFFERENT TYPES OF MARKETING

STRATEGIES
 Marketing strategy-exploring value creation opportunities

 Marketing strategy –company analysis details

 Marketing strategy –choosing value

 Marketing strategy-creating, delivering, communicating, and

capturing value

 Market penetration strategies

INTRODUCTION TO MARKETING
STRATEGIES OF MAGGI

Marketing strategy is a long term course of action designed to

optimize allocation of the scarce resources at the disposal of a
firm in delivery superior customer experience and promote the
interest of stake holders

Initial Strategies of Maggi: -

 Maggi has faced lot of hurdles in its journey in India
 The basic problem the brand faced is the Indian psyche
 Initially Nestle tried to position Maggi in the platform of
convenience targeting the workingwomen. However, the
sales of Maggi was not picking up despite of heavy media
advertising. To overcome this Nestle conducted a research.
Nestle promotion positioning the Maggi product as a
‘convenience product’ for mother and as a ‘fun’ product for
children. The Maggi `Tagline”, ‘Fast to Cook Good to Eat’ was
also in keeping with its positioning. They promoted the
product further by distributing flee samples. Giving gifts on
 return of empty packets, etc. Effective Tagline
Communication.

MAGGI STRATEGY

The needs that the product is trying to address are very explicit. It
is a tasty snack
This satisfies hunger and takes very less time and efforts for
preparation. Peoplefeel like eating Maggi because it satisfies
hunger and tastes superb.

EARLY STRATEGY AND LAUNCH

In India it was launched in 1980s by Nestle group of companies.
Maggi has faced
Of hurdles in its journey in India. The basic problem the brand
faced was the
Psyche. I.e. Indians used to be conservative about the food habits
so noodles faced a lot of problem in promoting sales

Initially nestle tried to position the Noodles in the platform of

convenience targeting the working women. However, the sales of
Maggi were not picking up despite of heavy Media Advertising. To
overcome this NIL conducted a research, which revealed that it
was children who liked the taste of Maggi noodles and who
were the largest consumers of the product. So they came up with
Maggi- 2 minute noodles with price of Rs. 2.10 with a close of
100% margin. NIL shifted its focus from working women and
targeted children and their mothers through its
 marketing. NIL’s promotions positioned the noodles as
a ‘convenience product’, for mothers and as a ‘fun’ product for
children. The noodles’ tagline, ‘Fast to CookGood to Eat’wasalso in
keeping with this positioning. They promoted the product
innovatively likeDistributing free samples, giving gifts on return of
empty packet

MARKETING STRATEGY-EXPLORING
VALUE CREATION OPPORTUNITIES
 Noodles industry has a wide range of
Customers
customers ranging from children (<16
years) to youth and adults (<35 years)
 Primary targets consumers for Maggi
noodles are kids in the age group of4- 16
years, attracted to the product because
of its taste. Youth also like eating Maggi
because they like its taste and don’t like
putting much effort to prepare food.
Working professionals value the product
mainly because of its ease of
preparation, taste and time factor.

Company

Competitors
  Brand image
 Availability
ollaborators  Low price
 Nestle coming up with health focused
variants of Maggi (vegetable and daal aata
noodles) to target health conscious people
and to further increase its market share.

 HUL Knorr combines noodles with soup

are generally considered to be healthy.
Maggi is also competing with topramen,
yippee, GSK foodles and ITC sun feast
pasta

Context  The urban Indian is used to having his

dinner late from around 8:30 pm to as late
as 11 pm. Hence a convenient snack
between lunch and dinner is an often
exercised. In rural areas, lower priced and
 Nestle
small has a very
quantity strong
packs distribution
stimulate demand.
network which has made Maggi
Many busy working individuals don’t noodles
want
available in several outlets that comprise
to spend much time in cooking food and
of grocers,
want supermarketsetc.
something that is easy to make and
taste good.
 MARKETING STRATEGY- COMPANY
ANALYSIS DETAILS
SWOT ANALYSIS
The SWOT analysis of Maggi brand clearly indicates the strengths
of Maggi as a Brand in Indian Marketthe Brand was found to be a
leader in its category of Noodles, with strong customer loyalty.
Intensive distribution of Maggi as a Brand was seen in urban areas
of the country. The major threats of the brand as shown in the
figure below indicates that Maggi has made several attempt to
revamp itself as a ‘Healthy Product” but till date its perseverance
towards the tag line is low by the consumers. The brand is in the
growth stage of product life cycle with a strong inclination
towards the maturity stage.

Strengths
 Established Family Brand
 Strong Global Corporate Brand (NIL)
 Specialization in food processing category marketing and
distribution in Urban
 Market leader
 Pioneer and Leader so 1st mover advantage in Noodles,
Sauce, Ketchups and Soup market

Weakness
 Generic Brand to Noodles in India
 Low rural market presence constraints
 Uniform Brand for all food category. Heavily dependent on
one flavor

Opportunities
 Growing package and canned food market in India by 15%
annually.
 High brand awareness of Indian consumer
 Opportunity to be substitute to other snacks category of food
products.
 Unexploited rural market
 Increasing number of working youth
 Affinity of Indians to Chinese food Health related issues

Threats
 Competitors with long history in product category
internationally like, Heinz Sauce and ketchups of Heinz
Indian, Top Ramen in Noodle and Knorr Soups.
 Single product focused competitors like Heinz sauce and Wai
Wai Noodles.
 Les Entry Barriers in the Market segment for product
category
 ITC’s strong base in Indian Market.
 Substitute Product to Product Segment
 Competitive pricing
  Strong presence of regional competitors

MARKETING STRATEGY- CHOOSING VALUE

STPDANALYSIS
A marketing strategy is based on expected customer behavior in
a certain market. In order to know the customers and their
expected buying behavior, a process of segmenting and
positioning is used. These processes are chronological steps
which are dependent on each other.
SEGMENTATION
Market segmentation divides the heterogeneous market into
homogenous groups of customers who share a similar set of
needs/wants and could be satisfied by specific products. Maggi
brand has segmented the market on the basis of age, life style,
and habits of urban families.

Children
Children play a significant role in decision making and purchase
choices of just about anything ranging from food items to
beverages to chocolates. As consumers, children know exactly
what they want and do not experiment too much with flavor or
color.

Teenagers
On the brink of adulthood, teenagers like to emphasize and
express themselves in a manner that catches attention. They
have experimental with their food with preference towards
innovative offerings but form strong opinions which they carry
forward in life. They are also predisposed towards snack items as
they tend to feel hungry between traditional meals. They have a
lot of say about the food that they want to consume with limited
parental control.

College Students
A rise in the number of colleges and institutions of higher learning
bothgovernment owned and privately financed has enabled a
larger number of youth to graduate from their portals. This
population grew since 2000 but is set to stagnate in the forecast
period with couples actually postponing the child bearing decision
and some even rejecting the idea of having on eat all. This age
group has taken up to snacking as a way of life as they keep missing
regular meals due to erratic schedules. They have longer waking
hours and due to this the traditional three meals do not suffice
with the need for filling snacks.

Middle Aged Adults

These middle aged men have strict preferences over food and
they generally stick to their choices. They experiment less and go
for products that will enhance their social status. The women in
this age group are ones who the primarily buy food items for the
entire household though their choices are shaped by the
preferences of the household members. The women in this
segment play an important role as most of the choices of food
items have to pass their scrutiny before it is consumed in
the household
TARGETING
Market Targeting refers to evaluating and deciding from amongst
the variousalternatives, which segment can be satisfied best
by the company. The Maggi Brandhas mainly targeted the Kids,
Youth, Office Goers and Working Men & Woman. Which falls into
the category of convenience- savvy time misers‖ who would like
to get something instant and be over with it quickly?

POSITIONING
Market Positioning is the act of designing the company’s offerings
and image to
Occupy a distinctive place in the minds of the target market. The
goal of positioningis to locate the brand in the minds
of consumers to maximize the potential benefit tothe firm. Maggi
has positioned itself in the SNACKS (Between two meals)
categoryand not in the meal category since Indians do not
consider noodles as a proper fooditem.
Therefore, Maggi have developed Its brand image of instant
food products with positioning statements such as ―2 minutes’
noodles ―and ―Easy to cook, good to eat.

DIFFERENTIATION
Points-of-difference (PODS) are attributes or benefits consumers
strongly associate with a brand, positively evaluate and believe
they could not find to the same extent with a competitive brand.
The Maggi Brand has also differentiated its brand image from its
competitors in terms of taste, flavors and packaging. Maggi have
launched wide varieties of products in different flavors which can
attract larger set of customers. Maggi products are also available
in different sizes catering to different customer needs.

MARKETING STRATEGY-CREATING,
DELIVERING, COMMUNICATING AND
CAPTURING VALUE
4PS EVALUATION

“Marketing mix” is a general phrase used to describe the

different kinds of choices organizations have to make in the whole
process of bringing a product or service to market. The 4Ps is one
way – probably the best-known way – of defining the marketing
mix, and was first expressed in 1960 by E J McCarthy.
The 4Ps are as follows:
 Product
 Price
 Place
 promotions

Price
 Considering the price points in the market for Maggi, it
should continue to position itself in the Snacks.
 Affordable by all income groups
 Differentiated packaging
 Lower price point strategy
 Mill pack for Rs.5 — targeting the lower middle class as well
as those who want to consume in lesser quantity.
 Inflation effect on volume than price – Reduction of 100gm
pack to 95gm, keeping price as Rs. 10 only
  Multi packs at cheaper price per noodles
 Healthier products at higher price. Differentiated packaging.

Place
 Wide distribution network.
 Limited penetration in rural areas.
 The company has a complex supply chain process.
 Target hawkers/roadside eating joints
 The distribution network is well spread
 Easily available in all kirana stores, retail store etc.
 Sales territories, Warehousing system

Product: -
 Quality
 Models and sizes
 Packing
 Brands
 Service
Promotion: -
 Nestle also followed up these launches with ‘It’s different’ ad
campaigns.
 Nestle was focusing their ads based on children’s taste and
health.
 In addition to promotional activities, Maggi associated itself
with mainstream television programme and advertised
heavily on kids programme and channels.
 Maggi is now targeting it products at the entire family and
not only kids.
 Maggi has recently launched “MAIN AUR MERI MAGGI”
campaign in commensuration of 25 years of Maggi in India.

MARKET PENETRATION STRATEGIES

Maggi started with promotional campaigns in the school to see
the reaction of
Children after eating Maggi.

Started their advertising straight focusing on kids.

Introduced new products like Atta noodles daalAtta noodles
cuppa mania
Products are made available in different packages like
50,100,200,400 Gms.
Keep on conducting market research to understand changes
in market.

Though Maggi has been successful every time, there were times
when it faces. Challenges. Some of these are:

 Sales saw decline in 1990: The Company saw a decline the

sales in 1990. When the company tried to find out what the
reason was, they came to know that there was something
wrong with the formula that spoiled the taste. So the formula
was changed from fried base to oiled dried base

 Competition increased in noodle segment: When Maggi was

enjoying being the only noodle offering by any company. Top
ramen entered the market as a competition. This was a big
challenge for Maggi. Though Top Ramen couldn’t do well in
India.

 New product launched in market but fail – Nestle decided to

expand its offerings by offering DaalAtta noodles & Sambhar
flavor noodles. But these products were not welcomed by the
people the very special taste of Maggi was still ruling the
consumer.

 Maggi launched some new products: Ketchups, Soups, Taste

makers etc. but they were not successful.
 INTRODUCTION TO COMPANY PROFILE

Background — Nestle India ltd: -

Nestle India Limited (NIL) is the Indian subsidiary of the global
FMCG major, nestle
SA. Nestle India Ltd. Introduced Maggi Brand to the Indian
consumers with the launch of Maggi 2 Minute Noodles, an instant
food product, in 1982. With the launch of Maggi noodles, Nestle
India Ltd. Created an entirely new food category – instant noodles
– in the Indian packaged food market. Nestle, which world knows
Cautious and conservatory company is a Swiss originated 140
years old Multinational. The man at the helm is Swiss national
Carlo Donati, an all inspiration and image of the company.

His philosophy is ‘bottom line dictating top line’ based on

delegation and decentralization. It resulted from a merger in 1905
between the Anglo-Swiss Milk Company for milk products
established in 1866 by the Page Brothers in Cham, Switzerland
and the Farine Loot, Henri Nestle Company set up in 1867 by
Henri Nestle to provide an infant food product. Nestle India’s
business objective and that of its management and employees is
to manufacture and market the Company’s products in such a
way as to create value that can be sustained over the long term
for consumers, shareholders, employees, business partners.

The product mix of Nestle India consists of milk products and

baby products (42.5%), beverages (29.3 %), processed foods
(14.4 %), chocolate and confectionary (13.8 %).nestle India plans
to expand business into similar and diversified product categories.
With an Employee strength of over 3000 and turnover a US$ 497
million in 2003, Nestle. India is one of the leading companies in
the FMCG space in India. The company is acknowledged among
India’s most respected companies and among the top Wealth
Creators of India.

THE COMPANY’S HISTORY

Year 1870–The Swiss Julius Michael Johann. Maggi (1846-1912)
inherited the family business: a mill Kemptal, near Zurich.

Year 1886– Several women were factory workers, thus the time
available for housework a. the preparation of meals was
considerably reduced, a. working class families suffered from poor
nutrition. In view 46 161 states of affairs, the doctor Schuler
recommended the wide use of dried vegetables: pea’s a. beans,
given 11616 466 nutritive values. Julius Maggi produced
appliances for roasting and grinding these vegetables, to make
flour from peas, beans, lentils etc., and enabling housewives to
make a quick nourishing soup.

Year 1900– At the Universal Exhibition, Maggi won several

medals and grand prizes. Jules Magi set up home in Paris. The
French head office was on the Place de l’Opera, and the factory on
the Boulevard Arago. Maggi now had depositories in Paris, Berlin,
Singen (Germany), Vienna and Bregenz (Austria). A number of
advertising texts written by Franck Wedekind had strong military
undertones:

Year 1947–Maggi merged with the Nestle India firm.

Year 1948– Sopad took over from Nestle to handle production

and marketing for Nestle and Maggi products in France. Maggi
now had eleven factories throughout the world.

Year 1982–Nettle India Ltd. Introduced Maggi to the Indian

consumers with the launch of Maggi 2 Minute Noodles, an instant
food product, in 1982. With the launch of Maggi noodles, Nestle
India Ltd. Created an entirely new food category – instant noodles
– in the Indian packaged food market.

Year 1984–Eating habits changed, and Maggi adjusted their

products, with low fat Bouillons, Bouquet Garni (“a little extra to
add taste and give your dishes a festive look l”), and “Soupes
Moulinees”, a new line to add to their “Soup Time” range. The ad
announcing the new “Maggi Yabelin mix” had two sections: on the
“BEFORE” page, a man disguised as an oriental wise man
levitates a magnificent souff12, on the “AFTER” page, the same
man holds the Maggi sachet in his hands ‘The magic formula to a
successful Yabelin!”

Brand — MAGGI
Maggi is an over 100-year-old Nestle band of instant soups,
stocks, bouillons, ketchups, sauces, seasonings and instant
noodles. It quickly became a pioneer of industrial food production,
aiming the improvement of the nutrition of worker families.

Over time the scope of MAGGI has been extended from a

predominantly dehydrated cooking aid brand towards a general
savory food brand including many types of ready meals and also
frown food. This is in line with the fact that people all over the
world are cooking less and less from scratch.

MAGGI BRAND IN INDIA

Maggi Comes to India — teething troubles Maggi noodles a
launched in India in theearly1980s. Carlo M. Donati, the present
Chairman and Managing Director of Nestle India Ltd, brought the
instant noodle brand to India during his short stint here in the
early eighties. At that time, there was no direct competition. The
first competition came from the ready-to-eat snack segment
which included snacks like samosas, biscuits or maybe peanuts,
that were usually ‘the bought out’ type.
The second competition came from the homemade snacks like
pakoras or sandwiches. So than were no specific buy and make
snack! Moreover, both competitors had certain drawbacks in
comparison. Snacks like samosas are usually bought out, and
outside food is generally considered unhygienic and unhealthy.
The other competitor, ‘homemade’ snacks overcame both that
problems but had the disadvantage of extendedpreparation time
at home. Maggi was positioned as the only hygienic homemade
snack! Despite this, Nestle faced difficulties with their sales after
the initial phase.

The sole reason being, the positioning of the product with the
wrong target group. Nestle had position. Maggi as a convenience
food product aimed at the target group a working woman who
hardly found any time for cooking. Unfortunately, this could not
hold the product for very long. In the course of many market
researches a. surveys, the firm found that children were the
biggest consumers of Maggi noodles. Quickly they repositioned it
towards the kids segment with various tools of sales promotion
like color pencils, sketch pens, fun books, Maggi clubs which
worked wonders for the brand.
 PRODUCT LIFE CYCLE OF MAGGI
The product life cycle is the period of time over which an item is
developed, brought to market and eventually removed from the
market. First, the idea for a product undergoes research and
development. If the idea is determined to be feasible and
potentially profitable, the product will be produced, marketed and
rolled out. Assuming the product becomes successful; its
production will grow until the product becomes widely available.
Eventually, demand for the product will decline and it will become
obsolete.
INTRODUCTORY STAGE

Nestle launched Maggi in India in the year 1982 with its 2

minutes’ instant noodles. When Nestle launched this product
there were a lot of ups and downs, with high failure rates. Maggi
then had no competition and incurred high production cost. A lot
of research was also done in this stage which caused frequent
modifications.
GROWTH STAGE

Around 1985, the demand for Maggi had increased tremendously

in India. The entire development cost was recovered and
moreover its sale rates had also increased. In 1990 the demand
for Maggi had dropped a little because of an introduction of a new
brand named Top Ramen. So in order to increase its sales Nestle
formulated a new flavor which wasn’t well accepted by its
consumers. Thus in 1999, Nestle re-launched the old flavor of
Maggi, which in turn increased its sales.
MATURITY STAGE

During its maturity stage, Maggi’s sales were at peak, production

costs were low and profits were high.

DECLINE STAGE

As we all know that Maggi is now banned in India due to its high
lead content. Thus it is going through its declining stage now.
Nestle is conducting a lot of research and if they come up with
something new and better, then Maggi might be selling its
products in the future, or else after the declining stage, this brand
would become history in India.

MAGGI BANNEDININDIA
The Bombay High Court on Thursday set aside the countrywide
ban on nine variants of Nestlé’s Maggi instant noodles, saying the
national food regulator had acted in an “arbitrary” manner and
not followed the “principles of natural justice” while banning the
product.

The court, however, ordered Nestle India to conduct fresh safety

tests on the product before relaunching it.

The Indian unit of Nestle had challenged a June 5 order of the

Food Safety and Standards Authority of India (FSSAI) and a similar
order by the Maharashtra Food and Drug Authority (FDA) directing
it to withdraw all variants of the noodles, citing the presence of
excessive lead.

While setting aside the ban, Justices V M Kanade and B P

Colabawalla clarified that Nestle India has to send five samples of
the noodles in its possession for fresh tests before bringing it back
to the market.
]

The court said it was still

concerned about
“public health and public
interest”. “Even
though it is two-minute
noodles, it took us a lot of time,” the court said, minutes after
setting aside the ban.

The tests will be carried out within six weeks at three centers
accredited and recognized by the National Accreditation Board for
Testing and Calibration Laboratories (NABL): Vimta Labs,
Hyderabad; Punjab Biotechnology Incubator, Mohali; and CEG Test
House and Research Centre Pvt Ltd, Jaipur.

Reacting to the order, Nestle welcomed the decision and said it

would undertake fresh tests of Maggi noodles.

Referring to the ban, the high court observed: “(The) principles of

natural justice have not been followed before passing the
impugned order and on that ground alone impugned orders are
liable to be set aside, particularly when the petitioner (Nestle
India), one day prior to the impugned order, had given a press
release that it had recalled the product till the authorities were
satisfied about the safety of the product.”
The court also said that the food labs engaged by the FSSAI,
which found excessive lead in Maggi noodles, were not
“authorized” under the FSS Act and Regulations. Therefore, the
results could not be relied upon, it said.

Besides, the mandatory procedure of giving a notice under the

provision of sampling and analysis was not followed, the court
said.

During the arguments, FSSAI had alleged that Nestle India could
not claim any relief as it had suppressed facts and attempted to
destroy evidence. The High Court, however, negated this line.

Another question was whether FSSAI could impose a ban on

Maggi noodles on the grounds that the lead found in tests was in
excess of what the company had represented on its product
approval application —- it was below the maximum permissible
limit. The answer to this was also negative, the court said.

As to the question of whether the FSSAI had “unfettered”

discretion to decide on standards to be maintained by companies
such as Nestle India which manufactures proprietary food or non-
standardized food, the court’s response was again ‘no’.
The court also observed that lab reports obtained by the company
from its labs and other accredited labs could not be considered.

Soon after the High Court passed its order, the FSSAI and the FDA
sought a stay. The court, however, observed that Nestle India had
already said that it was not going to either manufacture or sell
Maggi noodles and refused to oblige the two agencies. The court
also allowed the company to seek approval for its tenth variant,
Maggi Oats Masala Noodles.

The company had

earlier argued that the CEO
of FSSAI, while passing the
order, had acted in an
“emergent, drastic
and arbitrary” fashion while raising doubts over his jurisdiction.

Nestle also argued that the food regulator had not served any
notice before ordering a ban. Nestle claimed it has been operating
in India for 30 years and had a global footprint.

The government has also filed a class action suit against Nestle
India seeking, Rs 640 crore in damages for alleged unfair trade
practices, false Y labeling and misleading advertisements.
 “Nestle India respects the decision made on August 13 by the
Honourable Bombay High Court to revoke the ban order passed
by the Food Safety and Standards Authority of India (FSSAI) and
FDA, Maharashtra, on Maggi noodles and will comply with the
order to undertake fresh tests,” the company said.

MAGGIRELAUNCHININDIA
It was Diwali two days in advance for several grocery stores and
customers in the city. Departmental stores across Mumbai had a
special display Monday, right on their entry gate in bold letters:
“We are back”, “Maggi is back”. By the end of the day, several
small-time grocery shop owners admitted their entire stock had
been sold out once the word spread in the locality.

In a special rollout, Nestlé, apart from re-launching Maggi noodles

back into the market, also tied up with online portal Snap deal to
register requests for home delivery of Maggi noodles starting
Tuesday. “We will start taking orders from Tuesday. But delivery
will be made after Diwali,” a Nestlé spokesperson told
Devilal Gayeri,
Manager of Roman

supermarket on Yari Road in Versova, said he noticed a palpable

excitement among the customers when they spotted Maggi back
on the shelves. “We have already sold 15 to 20 packets. The word
will spread to the entire area now,” he said.

Gayeri added that he had been receiving queries from regular

customers frequently about the anticipated relaunch date of
Maggi. “While we did manage to sell other brands when Maggi
was banned, our sales dropped significantly,” he said.

At his store, the maximum packets were purchased by kids on

Monday.
At Society Stores, Lokhandwala, three cartons of Maggi noodles
were ordered (288 packets). By 8.00 pm, less than a dozen were
left. “We realized that people have been tracking the launch date
of Maggi. Everyone who visited the store purchased a packet
today,” said Manan Gade, who sits at the counter.

The store had made special arrangements to launch the noodles.

“We had decorated the shelf with stickers. Posters with “We are
back” were put everywhere,” Gade added.
While some shops managed to procure the product on the first
day of its relaunch, several stores were asked to wait due to high
demand. At departmental chains such as Big Bazaar and Star
Bazaar the product was yet to hit the shelves. “We placed an
order for all our stores in Mumbai. But the delivery will come on
November 16,” said Suresh, from Great Home stores, Ahendri
West. According to him, several small shops in his area are
waiting for Maggi’s delivery. “A lot of people have inquired about
the noodles in the last few days,” Suresh admit

Maggi noodles is presently being manufactured at three locations —

Nanjangud (Karnataka), Moga (Punjab) and Bicholim (Goa). For the
other two locations at Tahliwal and Pantnagar, Nestlé is engaging
with authorities to obtain permissions to initiate manufacture.
 “We will make our best endeavor to reach the product to our
consumers at the earliest. We are in touch with our channel partners
and distributors to achieve this,” a release from the company said.

“The return of Maggi Noodles on the auspicious occasion of

Deepawali and on the day of Dhanteras is a moment of celebration
for all of us… On behalf of over 7,000 Nestlé India employees, I
would like to thank all our suppliers, distributors, retailers, and
millions of consumers from every corner of India and overseas for
their support,” said Suresh Narayanan, Chairman and Managing
Director, Nestlé India.

Meanwhile, the Food and Drug Administration (FDA) is set to

routinely test samples of Maggi noodles once they hit the entire
market in a few days.

“We will continue the routine procedure of testing packaged food

items to check for any contravention as per Food Safety and
Standards, Act. In this case, if any norm is flouted, we can send
another notice to Maggi,” said Dr Harshdeep Kamble, FDA
commissioner.

Last month, Nestlé received clearance from three laboratories, as

per the Bombay High Court’s directive, for safety of its noodles. The
laboratory test was conducted to check whether excessive lead was
still present in its noodles. The product was banned earlier this year
after excessive lead and monosodium glutamate, a flavor enhancer,
was found in it.

MARKETING STRATEGIES OF MAGGI TO

RELAUCH IN INDIA
Nestle India has increased its marketing of Maggi as it prepares to
present results of the re-test conducted on samples of the instant
noodles brand to the Bombay High Court.

The court had on August 13 order directed the company to

complete the tests in six weeks. Nestle has tied up with
smartphone apps to create a buzz around the year-end re-launch.
Users of apps like Haaptik, an online directory, are receiving
mailers that the service will alert them when Maggi arrives in
stores.
The company has been uploading videos for its Miss-You Maggi
advertising campaign unveiled a month ago. The advertisements
speak of how Maggi was a crucial snack at any time.

The Miss-You Maggi campaign is supported by a twitter hashtag

‘wemissyoutoo’ that had surfaced right after the Bombay High
Court verdict on August 14. The hashtag has received about five
million impressions, according to MindShift Metrics, a digital
agency that maps reach and trends on social media.

Nestle has also uploaded a new corporate advertisement on

YouTube that highlights its journey in India over 100 years. While
Maggi is not part of this film, brand experts said the assurances of
safety and quality would rub off on the brand as well.
Nestle India Managing Director Suresh Narayanan recently said
the company would ensure Maggi’s relaunch was a memorable
experience. Many of these initiatives would be digital, Narayanan
said, to address “24 by 7” audiences.

It is unclear whether Nestle will appoint brand ambassadors for

Maggi. Narayanan admitted the company had not thought about
it. During the Maggi recall, the brand’s past and present
endorsers, including actors Madhuri Dixit, Amitabh Bachchan and
Priety Zinta, were served notices by the Uttarakhand Food and
Drug Administration for making false claims.

SOCIAL MEDIA SUPPORT TOWARDS

MAGGI
When the Maggi ban was first heard of, social media went buzzing
with hilarious memes as well as genuine queries from consumers.
According to an analysis done by Simplify360, it was found that
the general tone of the posts on the social media sites, tend to
suggest a high degree of disbelief and hurt that a trusted brand
would stray from the path. Topics like #Maggiban,
#MaggiInasoup kept on trending for weeks. On June 5th, the
global head of Nestle decided to withdraw all the variants of
Maggi from India, citing that the current scenario is not conducive
for the brand.
Commenting on whether Maggi has
taken the right social media
strategy, Vinish Kathuria, Chief
Operating Officer, Digital Quotient said, “There is no right and
wrong thing in this case. Being a global brand, there must be few
guidelines which they have to adhere to like- Don’t speak much in
moments of crisis. The reason being, sometimes over
communication can infact magnify the initial problem and they
may face some legal consequences because of it. But from my
point of view, right now the communication route which Maggi
has taken is quite passive, which loyalists might not appreciate. It
is very important to keep these followers on your side; a certain
appreciation for the fans is not a bad idea. Don’t be aggressive,
but a non-product consumer centric strategy is recommended.”

Vipin Dhyani, Founder & Chief Creative Director, Thought shop

Advertising & Film Productions feels the only reason why the
brand should continue with its social media communication is
because, if you keep mum, then things have a tendency to blow
out of proportion. “So whatever the situation might be, whether
positive or negative, the brand needs to communicate in a polite
and a positive way.

Even if, they don’t have any backup plan, they should assure
people that they are working towards it. Maggi has played a vital
role in everyone’s life and has been like their best friend in
moments of crisis. It is now very difficult for people to accept, that
their favorite brand which boasts of several varieties is not there,”
he cited.

He further added, “Every brand works towards 100% efficiency

and this controversy has left a huge dent in terms of the loss for
the company. People are aware, that this must be one of the
cases and obviously the R&D would love to save the product.
They should infact, do something similar to what Cadbury and
Coke did, when they were faced with crisis. The brands used their
celebrity endorsers in the campaigns, and showed them in some
R&D factory, telling the viewers that their products are absolutely
safe for consumption.”

TWITTER RESPONSE TOWARDS MAGGI

 QUESTIONNAIRE ANALYSIS
1. Do you purchase ready to eat products available in
the market?

PARTICULARS FREQUENCY PERCENTAGE

Yes 30 100%
No 0 0%

NUMBER OF RESPONDENTS

YES NO

DATA INTERPRETATION:
From the above table it can be inferred that100% of the
respondents prefer ready to eat products available in the
market.
2. Are you a consumer of Maggi?

PARTICULARS FREQUENCY PERCENTAGE

Yes 25 95%
No 5 5%

35
30
25
20 NO YES
15
10
5
0
YES NO

DATA INTERPRETATION:
As per the studyit is clearthat 95% of the respondents are
consumers of Maggi and rest 5% do not prefer Maggi.

3. If yes, which Maggi products in noodles category do

you regularly buy?
PARTICULARS FREQUENCY PERCENTAGE
Maggi masala 23 93%
Maggi veg Atta 2 2%
noodles
Maggi cuppa mania 3 3%
others 2 2%

NUMBER OF RESPONDENTS
MAGGI MASALA
MAGGI VEG AATA
NOODLES
MAGGI CUPPA MANIA
OTHERS

DATA INTERPRETATION:
From the above pie chart, it can be concluded that 93% of
the respondents regularly buy Maggi masala noodles, 2% of
therespondents buy Maggi veg aata noodles, 3% buy Maggi
cuppa mania and 1% buys others. it can have interpreted
that Maggi masala noodles are frequently consumed by the
respondents.
4. How long have you been buying noodles?

PARTICULARS NUMBER PERCENTAGE

From childhood 23 93%
Since 10 years 3 3%
Since 5 years 2 2%
Since 2 years 2 2%

from child hood

since 10 years
since 5 years
since 2 years

DATA INTERPRETATION:
As per the questionnaire circulated it is seen that 93% of the
respondents are buying Maggi noodles from their childhood
and rest of them are buying since 10 years, 5years and
2years respectively.
5. According to you which age group prefers Maggi
most?

PARTICULARS FREQUENCY PERCENTAGE

4-12 19 89%
13-26 7 7%
27-40 3 3%
41-above 1 1%

20

15

10
41-above
5

0
4-- 12
13-26
27-40
41-above

DATA INTERPRETATION:
From the study it can be concluded that 4-12 age groups
prefer Maggi most.
6. What is the frequency (by family) of its consumption
in your routine?

PARTICULARS FREQUENCY PERCENTAGE

Once a day 1 1%
Twice a week 3 3%
Once in two days 1 1%
Once in 2 or 4 1 1%
days
Once in week 2 2%
occasionally 22 92%

25
20
15
10
5
occasionally
0
ek
y

lly
ek

ys
ys
da

na
da

da

we
we
a

io
4
o

in
a
ce

tw

as
or
e

ce
on

oc
ic

in

2
tw

on
in
ce
on

ce
on

DATA INTERPRETATION:
According to the current survey, the frequency of buying
Maggi noodles has come down i.e. 92% of the respondents
buy Maggi noodles occasionally and rest buy Maggi noodles
once a day, 2% of therespondents buy once in a week and so
on.
7. Your comment on prices of Maggi product?

PARTICULARS FREQUENCY PERCENTAGE

Affordable 27 97%
High 1 1%
Low 2 2%

30
25
20
affordable
15 high
10 low
5 low

0 high
affordable affordable
high
low

DATA INTERPRETATION:
As per the study it can be inferred that 97% of the
respondents are satisfied about price of Maggi noodles. 1%
of the respondents feel that price of Maggi is high and 2%
ofthe respondents feel that price of Maggi is low and
remaining feels that it is high.
8. How do you perceive Maggi products?

PARTICULARS FREQUENCY PERCENTAGE

Good for health 6 6%
Ready to eat 17 87%
Junk food 2 2%
Tasty/fun eating 5 5%

18
16
14
12
10
8 good for health
6 ready to eat
4
junk food
2
0 tasty/fun eating
od
lth

g
t
ea

tin
fo
ea

ea
to

nk
rh

n
ju
ad
fo

fu
y/
od

re

st
go

ta

DATA INTERPRETATION:
From the above bar diagram, it can be highlighted that 87%
of the respondents perceive Maggi products as ready to eat
product.
 9. You came to know about Maggi from?

PARTICULARS FREQUENCY PERCENTAGE

Newspaper 2 2%
Radio 1 1%
Television 25 95%
Friends 2 2%
Others 0 0%

NUMBER OF RESPONDENTS

newspaper
radio
television
friends
others

DATA INTERPRETATION:
As per the study it is shows that 95% of the respondents know
aboutMaggi through television, 2% of the respondents know
through newspaper, other 2% of the respondents know through
friends and remaining 1% of the respondents know through radio.
10. Does the celebrity endorsement prompt you to
purchase Maggi?

PARTICULARS FREQUENCY PERCENTAGE

Yes 9 9%
No 21 91%

100%
90%
80%
70%
60%
50% Series 2
40% Series 1
30%
20%
10%
0%

yes
no

DATA INTERPRETATION:
According to current survey it can be concluded that 93% of
the respondents are not influenced by celebrity endorsement,
only 9% of them are attracted due to celebrity endorsement.
11. Which advertisement of Maggi influenced you to
purchase Maggi after its ban?

PARTICULARS FREQUENCY PERCENTAGE

Welcome back Maggi 3 3%
Khusiyon ki recipe 19 88%
mom’s Maggi
I miss you Maggi 2 2%
come back soon
Meri Maggi 7 7%

20
18
16
14
12
10 welcome back maggi
8
6 khusiyon ki reciepe
4 mom's maggi
2
0 I miss you maggi come
back soon
gi

gi
ag

ag

meri maggi
m

im
ck

er
ba

m
e
om
lc
we

DATA INTERPRETATION:
As per the questionnaire circulated it is clear that 88% of the
respondents get influenced by the advertisement Khusiyon ki
recipe mom’s Maggi,7% of the respondents by Meri Maggi,3% of
the respondents by welcome back Maggi and 2% of
therespondents I miss you Maggi come back soon.
12. Do you think attractive advertisement help Maggi to
increase the sales?

PARTICULARS FREQUENCY PERCENTAGE

Yes 26 96%

No 4 4%

30

29
no
28
yes
27

26

25

24
yes no

DATA INTERPRETATION:
From the study it can be inferred that 96% of the respondents
think attractive advertisement helps Maggi to increase its sale,
4% of the respondents think that attractive advertisement does
not help Maggi to increase its sale.
13. Do you think Maggi is a healthy product after its ban?

PARTICULARS FREQUENCY PERCENTAGE

Yes 9 9%
No 21 91%

35

30

25

20
no
15 yes

10

0
yes no

DATA INTERPRETATION:
As per the research conducted it can be concluded that 91% of
the respondents do not think that Maggi is a healthy product
after its ban only 9% of the respondents still think that it is a
healthy product after its ban.
14. Do you prefer to purchase Maggi after its ban?

PARTICULARS FREQUENCY PERCENTAGE

Yes 9 9%
No 21 91%

25

20

15
yes
no
10

0
yes no

DATA INTEPRETATION:
The above bar diagram clearly indicates that 91% of the
respondents do not prefer to purchase Maggi after its ban and 9%
do prefer to purchase it.
15. Does the Maggi ban effects your daily routine?

PARTICULARS FREQUENCY PERCENTAGE

Yes 3 3%
No 27 97%

NUMBER OF RESPONDENTS

YES
NO

DATA INTERPRETATION:
According to current survey it can be concluded that 97% of the
respondents said that Maggi ban do not affect their daily routine
only 3% of the respondents said that it affects their daily routine.
16. Do you think fame of the Nestle Company has come
down after Maggi ban?

PARTICULARS FREQUENCY PERCENTAGE

Yes 25 95%
No 5 5%

30

29

28

27 no
26 yes

25

24

23

22
yes no

DATA INTERPRETATION:
It is found from the above bar diagram that 95% of the
respondents think that fame of the Nestle company has come
down after Maggi ban and 5% of the respondents think that
Nestle company also have other products which are in huge
demand which keep Nestle’s reputation always high.

17. What strategies Maggi is using after its ban?

PARTICULARS FREQUENCY PERCENTAGE

Targeting the 7 7%
mothers
Targeting the 18 88%
emotional
attachment of
people towards
Maggi
Targeting the youth 4 4%
Targeting the 1 1%
working women

NUMBER OF RESPONDENTS

targeting the mothers

targeting the emotional
attachment of people
targeting the youth
targeting the woking
women
DATA INTERPRETATION:
From the above pie chart it can be concluded that 89% of the
respondents feel that Maggi is mostly targeting on emotional
attachments of people.

18. Do you still have an emotional attachment towards

Maggi?

PARTICULARS FREQUENCY PERCENTAGE

Yes 27 97%
No 3 3%

30

25

20

15 yes
no

10

0
yes no
DATA INTERPRETATION:
The study highlights that 97% of the respondents are still having
an emotional attachment towards Maggi and remaining 3% of the
respondents do not have an emotional attachment towards
Maggi.

19. Do you think Maggi is regaining its position with the

help of online advertising?

PARTICULARS FREQUENCY PERCENTAGE

Yes 27 97%
No 3 3%

30

25

20
yes
15
no
10

5 no

yes yes

no
DATA INTERPRETATION:
Through the researchit is found that 17% of the respondents think
Maggi is regaining its position with the help of online advertising.

20. Rate the satisfaction level considering all aspects of

Maggi noodles?

PARTICULARS FREQUENCY PERCENTAGE

Very good 3 3%
Good 18 87%
Fair 6 6%
Below average 1 1%
Poor 3 3%

35

30

25

poor
20
below average
fair
15
good
very good
10

0
very good good fair below average poor
DATA INTERPRETATION:
According to the study it can be concluded that 87% of the
respondents arehighly satisfied,6% of them rated it as fair and
remaining 3% rated it as very good and poor respectively.

21. Any suggestions and other improvement would like to

suggest?

PARTICULARS FREQUENCY PERCENTAGE

Sell Maggi 5 5%
without lead
Ban again 2 2%
Sell healthy 18 88%
and tasty
Maggi
Good in 5 5%
advertising
 NUMBER OF RESPONDENTS

sell maggi without lead

ban again
sell healthy and tasty maggi
good in advertising

DATA INTERPRETATION:
As per the suggestions given by the respondents it is found
that 88% of the respondents have suggested to sell healthy and
tasty Maggi, 5% suggested to sell Maggi without lead ,5%
suggested that Maggi should be good in advertising its products
and 2% suggested that it should be banned again by the
government.
 Most of the respondents prefer ready to eat product
available in the market.
 From the study it is found that 93% of respondents buy
Maggi masala noodles regularly because consumers feel
that Maggi masala noodles is tastier than other variants of
Maggi noodles.
 Through the research analysis it is found that 93% of the
respondents buy Maggi noodles since their childhood.
 Maggi noodles are mostly preferred by kids, college students
and adults.
 Frequency of consumption of Maggi noodles has come down
due to the health issues.
 Consumers are comfortable with the price of the Maggi
noodles as it is affordable.
 95%of the consumers came to know about Maggi noodles
From television
 It is found that attractive advertisements help Maggi to
increase its sales.
 Nestle is targeting mainly on emotional attachments of
consumers to relaunch Maggi noodles in the market.
 95%of the consumers think that fame of nestle company
has come down after Maggi ban.
 Focus on creating distinctive image, based on twin benefits
of “INSTANT” and “HEALTHY” with emphasis on health
conscious.
 Conduct promotional campaigns at schools in small towns
with population more than 10,000 to regain position in
market.
 Strengthen the distribution channel of the rural areas within
100 km of all the metros
 Company should concentrate more on television for
advertisement, as mostly people get attracted through
television only.
 The company should advertise its products by depicting
attributes related to health like nutrition values, % of
vitamins, proteins, etc. this would help customers in
perceiving the product as healthy.
 To gain maximum leverage in terms of profit the company
should pay emphasis on segments with age groups 25-35
and above. Targeting these segments will not only enhance
the company’s profit margin but also it wills leverage the
brand image of Maggi.
Conclusion Nestlé’s wise decision of merger with Maggi, made it
pioneer in the packaged food industry, specifically in India. Ease
of preparing yummy dishes instantly made it the first choice and
preference for all the kids and their mummas as well. Maggi’s
consistent quality, continued innovations, skill to identify the
needs of society have allowed it to grab 90% of market share
today, in instant food products LOB. Maggi has continuously been
expanding its product line, which leaves behind the image of so
called “One product concentrated Brand” and hence less fear of
being thrown out over night. Maggi has won the King Position by
its highly focused
 ANNEXURE

1. Name ___________
2. Gender ___________
3. Age ___________
4. Occupation___________
5. Income ___________
6. Do you purchase ready to eat product available in the
market?
a) Yes

b) No
7. Are you a consumer of Maggi?
a) Yes
b) No

8. If yes, which Maggi products in noodles category do you

regularly buy?
a) Maggi masala noodles
b) Maggi vegetables aata noodles

c) Maggi cuppa mania

 d) Others

9. How long have you been buying noodles? _______________

10. According to you which age group prefers magi most?

a) 4-12

b) 13-26
c) 27-40
d) 41-above

11. What is the frequency (BY FAMILY) of its consumption in

your routine?
a) Once a day

b) Twice a day

c) Once in two or four days

d) Once in a week
e) Occasionally

12. Your comment on prices of Maggi products?

a) Affordable
b) High

c) Low

13. How do you perceive Maggi products?

a) Good for health

b) Ready to eat
c) junk food
 d) Tasty\fun eating

14. You came to know about Maggi from?

a) Newspaper
b) Radio

c) Television
d) Friends
e) Others

15. Does the celebrity endorsement prompt you to purchase

Maggi?
a) Yes

b) No
16. Which advertisement of Maggi influenced you to purchase
Maggi after its ban?
a) Welcome back-Maggi

b) Khusiyon ki recipe # mom’s Maggi

c) I miss you Maggi come back soon

d) Meri Maggi

17. Do you think attractive advertisement helped Maggi to

increase the sales?
a) Yes

b) No

18. Do you think Maggi is a healthy product after its ban?

a) Yes
b) No

19. Do you prefer to purchase Maggi after its Maggi?

a) Yes
 b) No
20. Does the Maggi ban affect you daily routine?
a) Yes

b) No

21. Do you think fame of the Nestle Company has come down
after Maggi ban?
a) Yes

b) No

22. What strategies Maggi is using to bounce back in the

market?
a) Targeting the mothers

b) Targeting the emotional attachments of people towards

Maggi
c) Targeting the youth

d) Targeting the working women

23. Do you still have a emotional attachment towards Maggi

noodles?
a) Yes
b) No
24. Do you think Maggi is regaining its position with the help of
online advertising?
a) Yes
b) No
 25. Rate the satisfaction level considering all aspects of Maggi
noodles?
Very good
Good
Fair
Below average
Poor

26. Any suggestions or other improvements would like to

suggest?
 Marketing research-G.C.beri
 Principles of marketing – phlip kotler
 www.wikipedia.com
 https://www.researchgate.com
 www.slideshare.com