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Maggi

Maggi

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Published by Vishal
This document consist of marketing strategies of Maggi
This document consist of marketing strategies of Maggi

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Published by: Vishal on Feb 28, 2010
Copyright:Attribution Non-commercial

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Introduction:
Nestle India Limited(NIL) is the market leader in Indian NoodleMarket with it’s Maggi Brand of Noodles which was pioneer brandlaunched in 1983 in the packaged food market of India. It tookthe challenge and established Maggi in Indian market, consideredto be conservative and typical about food consumption. Itsappropriate realization of target segment, effective positioningand effective promotion and sales made Maggi to Noodles inIndia as Xerox is to photocopier. NIL had introduced sauces,ketchups and soups under Maggi brand to reap benefit of brandpopularity and image, and contribute to financial gains by1990.Maggi also became successful in sauces, ketchups andsoups Market in India. Though NIL tried to extend to other readyto eat products like pickles, cooking aids and paste, it wasunsuccessful, so dumped those
Over the years maggi has launched several products under its brand name
Competitors:
Maggi is competing with:
Heinz Sauces and Ketchup
Knoor Soups
Kissan Sauces and Ketchup
Top Ramen
Sunfeast Pasta Wai Wai in corresponding categories of products andvariants
 NIL promotions positioned the noodles as a convenient product for mothers as it takesonly 2 minutes to cook and it’s very easy to cook as well. All that it takes it to boil water and add Maggi noodles and masala in it which is provided in the packet itself. And it is positioned as fun for the children as they eat it with fork and sause and those noodles arevery enjoyable while eating. Hence the tagline “fast to cook, good to eat” best suits the promotional strategies. They promoted the product further distributing free sampleswhich helped mothers to try cooking once and realizing how convenient it is in cooking.And whether their children like it or not. And they actually found it amazing. NIL promotions gave gifts on return of the packets which by default attracted the peopletowards it. Hence it led to effective tagline communication for Maggi. NIL had to give the protection for this product as they saw the success of this product inthe market. Hence they opted to go for the copyrights. The word ‘noodles’ was registeredin the year 1984 by NIL. Hence Maggi became the trademark for the noodles category products from the year 1984. After this copyright the growth of Maggi product got anamazing bounce and in 1997 the growth of the product topped the market. It fell a bit in1999 and gained boomed in 2004.
 
SWOT Analysis
Strengths
Market leader in the noodles category. Anytime anyone prefers Maggi as noodles.
It has a huge brand loyalty.
It has developed the huge distribution channel network over thousands of distributors, retailers etc. hence Maggi is available in every shop right from thesupermarket till food malls.
Innovative products for Indian taste buds such as Maggi, Maggi masala, chickenMaggi, tomato flavor which helped them grabbing more market as customer needs variety and they loved those flavors as well.
The advertising strategy for Maggi was a super hit as their tagline itself was veryeffective and grabbed the consumer’s mind.
Weakness
The weakness of the product was it was earlier heavily dependent on only oneflavor which consumers get bored after a time and stops buying the product which hitsthe market sales of the product. It contains Maida, so there are some health related issuesfor this product such as constipation and it does not give sufficient required proteins andvitamins to children.
Opportunities
The greatest opportunity for the product Maggi is their 
Unexploited rural markets as so far they have mainly targeted cities anddeveloped areas.
 Number of youths working nowadays are increasing rapidly, so they can opennew branches and employ these people and increase production and their by salesand profits by targeting rural markets.
Increased affinity of Indians towards chinese cuisine creates new opportunity for Maggi to improve its taste further and capture large market share.
Threat
Presence of regional competitor’s e.g Top Raman, Ching’s noodles.
Price war strategies adopted by other brands like Top Raman.
STDP Analysis
Segmentation
It is based on lifestyle and habits of urban families depending on theiconsumption per week, type of flavor sold etc.
Targeting
Kids, Office goers are their main targets as it is very easy to cook and less timeconsuming office goers prefer it. And kids love its taste.
 
 NewEntrants
 
IndustrialRivalry
 
Substitutes
 
SuppliersDistributors
 
Buyers, consumer mindset
Positioning
With statements such as 2 min noodles, easy to cook and good to eat, they cratetheir own position in the market, and their tagline is the most effective way to get the positioning done.
Differentiation 
Different taste for different flavors and attractive packaging has helped them todifferentiate their product from others.
Michael Porters Five Forces Model

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