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Introduction of Maggi 2-minutes
Noodles
O It¶s a Brand of instant Noodle made by O Nestle wanted to explore the potential for
Nestle India Ltd. such an Instant food among the Indian
market.
O It was found by the Maggi family in
Switzerland in the 19th century. O It took several years and lot of money for
Nestle to establish its Noodles brand in
India.
O Nestle launched Maggi for the first time
in India in the year 1982.
O Now it enjoys around 90% market share
in this segment.
O The Brand is popular in:
- Australia
- India O Over the years Maggi has launched
- Malaysia several products under its Brand Name.
- New Zealand
- Singapore
- South Africa.
 Initial Strategies of
Maggi
ΠMaggi has faced lot of hurdles in its journey in India.
ΠThe basic problem the brand faced is the Indian Psyche.
ΠInitially Nestle tried to position the Noodles in the platform of
convenience targeting the working women.
ΠHowever, the sales of Maggi was not picking up despite of heavy
Media Advertising.
ΠTo overcome this NIL conducted a research.
ΠNIL's promotions positioned the noodles as a 'convenience
product', for mothers & as a 'fun' product for children.
ΠThe noodles' tagline, 'Fast to Cook Good to Eat' was also in
keeping with this positioning.
ΠThey promoted the product further by distributing free samples.
Giving gifts on return of empty packets, etc.
ΠEffective Tagline Communication.
 

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A Sales saw a decline in 1990¶s:
- Formulation changed from Fried base to Air dried base.

A Competition increased in noodle segment:

- Top Ramen - Indo Nissin (Japanese co.)

A New product launched in market but failed:

- Dal Atta Noodles Sambhar flavour.

A Maggi launched some new products under their brand, but

these products were not successful.:
- Ketchups, Soups, Tastemakers,etc.
 & (  M
 
 Promotional campaigns in
school.

 Advertising strategies: -
focusing on kids.

 New product innovation

according to the need of
consumers:
± Veg. Atta Noodles.
± Dal Atta Noodles.
± Cuppa Mania.

 Availability in different
packages:
± 50 gms.
± 100 gms.
± 200 gms.
± family packs (400gms.).

 Conducting regular market

research
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Market Leader. Heavily dependent Unexploited rural Strong presence

on one product market of regional
competitors

Brand Loyalty Minor distribution Increasing number of Competitive

problems working youth pricing
(Top Ramen)
Distribution Health related issue Affinity of Indians to
Channels. chinese food
Innovative
flavours for
Indian taste
buds.
Advertising
Strategy.
 -


 



! Leading Brand in India as well as c

 


World.
! Current Sales: Approx. ²
90000 boxes ² Rs.
4,79,49,000 in Mumbai
² 10,00,000 boxes ² 55 u


cr. in India
! Reasonable competitive pricing.
! Creative interaction blogs for
 
 
customers: ² 
www.maggi-club.in  
! Focus mainly on Health Benefits. 

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* Focus on creating distinctive image, based on twin benefits
of ´INSTANTµ and ´HEALTHYµ 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.