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What is Brand name that

comes to your mind when I say

the word
Introduction of Maggi 2-minutes
 It’s a Brand of instant Noodle made by
 Nestle wanted to explore the potential for
Nestle India Ltd. such an Instant food among the Indian
 It was found by the Maggi family in
Switzerland in the 19th century.
 It took several years and lot of money for
Nestle to establish its Noodles brand in
 Nestle launched Maggi for the first time
in India in the year 1982.  Now it enjoys around 90% market share
in this segment.
 The Brand is popular in:
- Australia
- India  Over the years Maggi has launched
- Malaysia several products under its Brand Name.
- New Zealand
- Singapore
- South Africa.
Initial Strategies of
► 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 the Noodles in the platform of
convenience targeting the working women.
► However, the sales of Maggi was not picking up despite of heavy
Media Advertising.
► To overcome this NIL conducted a research.
► NIL's promotions positioned the noodles as a 'convenience
product', for mothers & as a 'fun' product for children.
► The noodles' tagline, 'Fast to Cook Good to Eat' was also in
keeping with this positioning.
► They promoted the product further by distributing free samples.
Giving gifts on return of empty packets, etc.
► Effective Tagline Communication.
STPD Analysis
Segmentation Targeting Positioning Differentiation
Age Kids Fast to cook Taste
good to eat

Eating Habits Youth 2-minute Flavours


Lifestyle of Office goers Taste bhi Packaging

urban health bhi

STPD Analysis
Segmentation to
■ Classic Noodles –
5 – 10 yrs.
■ Veg. Atta Noodles –
Health Conscious.
■ Rice Mania –
■ Cuppa Mania – Office
goers, Working
Hurdles Faced
 Sales saw a decline in 1990’s:
- Formulation changed from Fried base to Air dried base.

 Competition increased in noodle segment:

- Top Ramen - Indo Nissin (Japanese co.)

 New product launched in market but failed:

- Dal Atta Noodles Sambhar flavour.

 Maggi launched some new products under their brand, but

these products were not successful.:
- Ketchups, Soups, Tastemakers,etc.
Market Penetration Strategies
 Promotional campaigns in

 Advertising strategies: -
focusing on kids.

 New product innovation

according to the need of
– Veg. Atta
Noodles. –
Dal Atta Noodles.
– Cuppa Mania.

 Availability in different
– 50 gms.
– 100 gms.
– 200 gms.

family packs (400gms.).

 Conducting regular market

SWOT Analysis
Streng Weakne Opportu Threat
ths ss nities s
Market Heavily Unexploited rural Strong
Leader. dependent on market presence of
one product regional
Brand Loyalty Minor Increasing number Competitive
distribution of working youth pricing
problems (Top Ramen)
Distribution Health related Affinity of Indians
Channels. issue to chinese food
flavours for
Indian taste
Current Scenario of
 Leading Brand in World Market Share
India as well as
 Current Sales:
Approx. – 90000
boxes – Maggi 94%
Rs. 4,79,49,000 in
– 10,00,000
boxes – 55 Top Ramen
cr. in India 4%

Other Loca
 Reasonable 2%
competitive pricing.
 Creative interaction
blogs for customers: Maggi 94% Top Ramen 4% Other Local 2%
Suggestive Promotional
● Focus on creating distinctive image, based on twin benefits
of “INSTANT” and “HEALTHY” with emphasis on health
conscious and rural market.

● Conduct promotional campaigns at schools in small towns

with population more than 10,000.
● Strengthen the distribution channel of the rural areas
within 100 KM of all the metros.
● Launch new advertisement campaign (T.V., Radio and
print media commercials) with the brand ambassador.
● Conduct Market Research to find out the market
penetration of the product in the rural areas covered.