DSTP Analysis of Maggi Noodles

About Maggi Noodles

Launched by Nestle India in 1982 Nestle wanted to explore the potential of the huge Indian market Today, it is a market leader with almost 70% market share One of the most trusted brands

Problems faced by Maggi

Basic problem brand faced was Indian psyche Top Ramens increasing popularity declined Maggis sales in 90s Decline in sales due to change in formulation by NIL in 1994

Strategies used by Maggi Noodles

Never used Nestle name in its advertisements Used Fast to Cook, Good to Eat as a tagline to promote it as a convenience product Then repositioned as a good for health product through new tagline as Taste bhi Health bhi

Strategies used by Maggi Noodles

Believe in innovation & localization so came up with Dal Atta, Curry ,Tomato & Chicken variants Launched Me & meri Maggi campaign to create emotional connect with their customers

Competitors

STPD Analysis
Segmentation Age Targeting Kids, Youths Positioning Differentiation

Fast to cook good Flavors to eat

Eating Habits

Office going mothers

2-minutes noodles

Packages

Lifestyle

Health conscious

Taste bhi health bhi

Taste

Products for the Target segment

Classic NoodlesKids, Youths

Veg atta NoodlesHealth conscious

Cuppa Mania-Office goers

Strength
Market leader in noodles category with high brand loyalty Excellent advertising and visibility Good distribution in urban market

Weakness
Low rural market presence

SWOT Analysis

Opportunities
Changing preference of consumer towards Chinese food and fast food Increasing number of working youth

Threats
Less Entry Barriers in the Market segment for product category Intense Price war with competitors

Recent Developments
2-min Mein Khushiyaan Campaign First time using celebrity for their endorsement Big-B as a storyteller telling heartwarming consumer experiences

Customer retention through emotional appeal