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6519321 Maggi 2 Minute Noodle

6519321 Maggi 2 Minute Noodle

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Published by Rakesh Rocky

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Published by: Rakesh Rocky on Aug 13, 2012
Copyright:Attribution Non-commercial


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What is Brand name that comes to your mind when I say the word “NOODLES”?

The Brand is popular in: .South Africa. It took several years and lot of money for Nestle to establish its Noodles brand in India.Australia .New Zealand .Singapore .  Nestle wanted to explore the potential for such an Instant food among the Indian market. .Malaysia . Now it enjoys around 90% market share in this segment. Nestle launched Maggi for the first time in India in the year 1982.       Over the years Maggi has launched several products under its Brand Name.India . It was found by the Maggi family in Switzerland in the 19th century.Introduction of Maggi 2-minutes Noodles  It’s a Brand of instant Noodle made by Nestle India Ltd.

They promoted the product further by distributing free samples. Effective Tagline Communication. ► Initially Nestle tried to position the Noodles in the platform of ► ► ► ► ► ► convenience targeting the working women. Giving gifts on return of empty packets. To overcome this NIL conducted a research. . NIL's promotions positioned the noodles as a 'convenience product'. However. the sales of Maggi was not picking up despite of heavy Media Advertising. for mothers & as a 'fun' product for children. 'Fast to Cook Good to Eat' was also in keeping with this positioning. The noodles' tagline. etc.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.

STPD Analysis Segmentation Age Targeting Kids Positioning Fast to cook good to eat 2-minute noodles Taste bhi health bhi Differentiation Taste Eating Habits Youth Flavours Lifestyle of urban families Office goers Packaging Working Women Health conscious people .

STPD Analysis Segmentation to Differentiation: ■ Classic Noodles – 5 – 10 yrs. ■ Veg. . ■ Rice Mania – Teenage ■ Cuppa Mania – Office goers. Atta Noodles – Health Conscious. Working women.

but these products were not successful.Dal Atta Noodles Sambhar flavour. Soups.  Maggi launched some new products under their brand.Ketchups.: .)  New product launched in market but failed: .  Competition increased in noodle segment: . .Formulation changed from Fried base to Air dried base.Top Ramen . Tastemakers.Indo Nissin (Japanese co.Hurdles Faced  Sales saw a decline in 1990’s: .etc.

– 200 gms.  Availability in different packages: – 50 gms.Market Penetration Strategies  Promotional campaigns in school. – Dal Atta Noodles.  Advertising strategies: focusing on kids. – Cuppa Mania. – family packs (400gms. Atta Noodles.).  Conducting regular market research .  New product innovation according to the need of consumers: – Veg. – 100 gms.

Innovative flavours for Indian taste buds. Weakness Heavily dependent on one product Opportunities Unexploited rural market Threats Strong presence of regional competitors Brand Loyalty Minor distribution problems Increasing number of working youth Competitive pricing (Top Ramen) Affinity of Indians to chinese food Distribution Channels.SWOT Analysis Strengths Market Leader. Advertising Strategy. Health related issue .

79. – 90000 boxes – Rs.00.000 boxes – 55 cr. Current Sales: Approx.in Focus mainly on Health Benefits. in India Reasonable competitive pricing.000 in Mumbai – 10. 4.Current Scenario of Maggi  Leading Brand in India as  World Market Share    well as World.maggi-club. Maggi 94% Top Ramen 4% Other Local 2% Maggi 94% Top Ramen 4% Other Local 2% . Creative interaction blogs for customers: – www.49.

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. ● Strengthen the distribution channel of the rural areas within 100 KM of all the metros. ● Conduct Market Research to find out the market penetration of the product in the rural areas covered.V.000. ● Launch new advertisement campaign (T. . Radio and print media commercials) with the brand ambassador..Suggestive Promotional Strategies ● Focus on creating distinctive image.

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