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RESEARCH METHODOLOGY
OBJECTIVES

To understand the influence of Maggi as a brand on consumers mind set. Sources of Brand equity of Maggi like Brand awareness, Brand image, Brand association, Brand recall To understand the Brand performance of Maggi products. To understand Brand Imagery, Brand Quality perceived by customers, Brand credibility, consideration, superiority and feelings. Brand Extension of Maggi in terms of product diversity. Analyse the repositioning of Maggi brand as a Healthy product and the consumers perseverance towards the same.

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Research Plan
Sample Size: The sampling unit is 300 which are divided as follows:
Number of respondents Age-group Monthly Household Income Survey Location 300 10 - 45 25000 - 75000 INR Mumbai No income 50 25K - 40K 100 10 - 25 100 40K - 60K 100 25 - 35 100 60K - 75K 50 35 45 100

Salary Group No of Respondents Age Group Number of Respondents

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Information Areas
The objective as spelt out can be elaborated into specific information areas to be studied. How do customers perceive Maggi as a stable brand, their perception of noodles and how do they associate themselves with Maggi? Are the consumers aware of Maggi Brand or they associate noodles with some other brand? Do they consider noodle as a healthy product or they are aware of the company s strategy of repositioning it to a healthy product by the launch of some of the new products? Which product from the entire basket of Maggi products do the consumers consider as the best selling product for Maggi and to which the consumers frequently buy? Are the consumers willing to accept Maggi brand extensions to some other products like chocolate, juices, chips etc?

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Brand Association(Agewise)
Sources of Brand equity like brand association of Maggi as a Brand was found highest with the age group of 10-25 and the product category associated with it was the noodles category ( see exhibit 1). Consumers in the age segment of 10-25 could easily relate Maggi to noodles. Brand Association(Agewise)
80 70 60 50 40 30 20 10 0 Noodles Fast Food Snacks None of These
90 80 70 60 10yr - 25yr 25yr - 35yr 35yr - 45yr 50 40 30 20

Brand Association(Incomewise)

Noodles
Fast Food Snaks None of These

10
0

No Income

25K - 40K 40K - 60K 60K - 75K

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Brand Recall
From the Exhibit 3 & 4 given below it seems a clear trend that Maggi has a good brand recall as compared to its competitors like Top Ramen, Surya noodles etc. Consumers could easily associate Maggi with noodles.
In the Age wise category, the respondents of the age group of 25-45 were highly cautious of Maggi brand and seemed to be consuming Maggi more as compared to other age segments. Brand Recall(Agewise)
90 80 70 60 50 10yr - 25yr 25yr - 35yr 35yr - 45yr 90 80 70 60 50 40 30 20 10 Maggi Top Ramen Surya Noodles Anil Noodles 0 No Income 25K - 40K 40K - 60K 60K - 75K Surya Noodles

Brand Recall(Incomwise)

Maggi
Top Ramen

40
30 20 10 0

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Brand Awareness
It was evident that Maggis Brand awareness was very high in terms of noodles i.e. around 65 %of the respondents associated maggi as noodles and only 20 % of the respondents knew Maggi as a Ketchup, 9% as soup etc. The trend indicated that Maggis brand extension strategy to increase its basket has not been quite successful in other food segments .This might be because of the larger share of market captured by the competitors hence Maggi has a high potential in markets like ketchup, soups etc.

Masala 6% Soup 9%

Brand Awareness
Ketchup 20%
80 70 60 50

Brand Awareness(Agewise)

10yr - 25yr 25yr - 35yr 35yr - 45yr

Noodles 65%

40 30 20 10 0

Ketchup

Noodles

Soup

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Repositioning Maggi as a healthy product

The companys strategy to reposition Maggi as a Healthy product was not found conducive as per the survey results.
Maggi rice Others noodles 3% mania 7% Maggi dal atta noodles 14%

Repositioning Awareness

Maggi masala (Regular) 53%

Perception of Maggi Noodles

As a Healthy Product 40%

Maggi vegetable atta noodles 23%

As a non Healthy Product 60%

From the pie chart given below it can be clearly seen that Maggi is still perceived as a non healthy products by the consumers

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