Rajesh

Introduction to Maggi 2 Minute Noodles

IT S A BRAND NAME OF INSTANT NOODLE MADE BY NESTLE INDIA LTD. IT WAS FOUND BY THE MAGGI FAMILY IN SWITZERLAND IN THE 19TH CENTURY NESTLE LAUNCHED MAGGI FOR THE 1ST TIME IN INDIA IN THE YEAR 1984 THE BRAND IS POPULAR IN INDIA, MALAYSIA, NEW ZEALAND, SINGAPORE, SOUTH AFRICA, AUSTRALIA NESTLE WANTED TO EXPLORE THE POTENTIAL FOR SUCH AN INSTANT FOOD AMONG THE INDIAN MARKET IT TOOK SEVERAL YEARS AND LOT OF MONEY FOR NESTLE TO ESTABLISH ITS NOODLES BRAND IN INDIA NOW IT ENJOYS AROUND 94% MARKET SHARE IN THIS SEGMENT OVER THE YEARS MAGGI HAS LAUNCHED SEVERAL PRODUCTS UNDER ITS BRAND NAME 

STPD Analysis  Segmentation-Based on Lifestyle and     

Habits of Urban Families Targeting-Kids, Office Goers Positioning-with statements such as 2 Minute Noodles and easy to cook and good to eat Differentiation-Taste, Flavor, Packaging

Segmentation
Age Eating habbits Lifestyle of urban families . Maggi Demographics Age group 8 to 14 yrs. Social class- Working households Size of family- Nuclear Psychographics LifestylesFast Movers Personality- Ready to experiment Launched in 1982 Entirely new concept of ready to make noodles Targeted towards teenagers through mothers

Targeting 
Kids  Youth  Office goers  Working women  Health conscious people

Positioning 
Fast to cook, good to eat  2 minute noodles  Taste bhi health bhi

Differentiation 
Taste  Flavors  Packaging

STPD Analysis 
Segmentation to Differentiation:  Classic Noodles

5 10 yrs.  Veg. Atta Noodles Health Conscious 
Rice Mania

Teenage  Cuppa Mania Office goers, Working women.

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