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A project on Research and Methodology

Submitted to University of Mumbai In the partial fulfillment of BMS Degree By the students of Class: SY BMS Div: A Semester :Fourth Group Members Khan Shazia Pooja Macwan Parmar Reema Sana Sayyed Sana Shaikh Shirin sheikh Studying at : Rizvi College of Arts, Science, Commerce Bandra (West), Mumbai 400050. For the Academic Year 2009- 2010. 24 29 38 44 50 60

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ACKNOWLEDGEMENT. 3 . These acknowledgements are one way where we can actually thank the people who have been instrumental in the making of this project. We would like to thank a lot of people without whose co-operation and support working on this project would not have been so pleasurable and interesting. Mr Samir Virani who gave the opportunity to make this project through which we have gained valuable information on the topic “Maggi. We would like to thank our professor. With their help the project was done with ease.” We would also like to thank all my friends for helping and making the project successful.

Commerce & Management has completed a project on the information ”Maggi” in the academic year 2009 – 2010. Science.. Sana Sayyed and shirin shaikh of SY. The Information submitted is True & original to best of my knowledge.CERTIFICATE I professor Mr Samir Virani here by certify that Khan Shazia. (Div – A) of Rizvi College of Arts. Signature of the principal Date : 13/02/2010 Place : Mumbai Signature of Professor 4 .BMS. Sana Shaikh. Pooja Macwan. Reema Parmar.

Khan Shazia. Sana Shaikh. and Shirin Shaikh of Rizvi College of SY. Reema Parmar. (Div – A) hereby declare that we have completed this project on “ Maggi” in the academic year 2009 – 2010.DECLARATION Our group:. Khan Shazia Pooja Macwan Parmar Reema Sana Sayyed Sana Shaikh Shirin Shaikh 24 29 38 44 50 60 -------------------------------------------------------------------------------------------------------------------------------------------------------------------- 5 .BMS. This information provided by us is true and original to the best of our knowledge. Pooja Macwan. Sana Sayyed..

No 7 8 9-10 11-12 13 14-15 16 17-18 19-21 22-25 6 .INDEX Sr. No 1 2 3 4 5 6 7 8 9 10 Particulars Introduction to Maggi Brand Story Various products of Maggi Taste and preference of consumers Demography and psychography of consumers Market Share SWOT analysis of Maggi brand Research methodology Questionnaire Analysis of questionnaire Pg.

Julius Maggi founded the company Maggi GmbH in the German town of Singen where it is still established today. there was no direct competition. fun books. Quickly they repositioned it towards the kids segment with various tools of sales promotion like colour pencils. which was followed by ready-made soup based on legume meal in 1886. The first competition came from the ready-to-eat snack segment which included snacks like samosas. Maggi was positioned as ‘2-minute noodles’ with a punch line that said ‘Fast to cook! Good to eat!’ And this gave the implied understanding to the consumer that it was a ‘between meals’ snack. brought the instant noodle brand to India during his short stint here in the early eighties. Nestlé faced difficulties with their sales after the initial phase. Nestle had positioned Maggi as a convenience food product aimed at the target group of working women who hardly found any time for cooking. It was the first to bring protein-rich legume meal to the market. and outside food is generally considered unhygienic and unhealthy. Snacks like samosas are usually bought out. sauces. Carlo M. if kids also love the taste. the positioning of the product with the wrong target group. when Julius Maggi took over his father's mill. The firm did not position it as a ‘ready-to-eat’ meal either. the firm found that children were the biggest consumers of Maggi noodles. ketchups. as the housewife prefers to ‘make’ a meal for her kids rather than buy it for them. because the Indian consumer mindset did not accept anything other than rice or roti as a meal. The reason being. The second competition came from the homemade snacks like pakoras or sandwiches.INTRODUCTION TO MAGGI Maggi is a Nestlé brand of instant soups. In the course of many market researches and surveys. At that time. The company could have easily positioned the product as a meal. bouillon cubes. So there were no specific buy and make snack! Moreover both competitors had certain drawbacks in comparison. The other competitor. the present Chairman and Managing Director of Nestle India Ltd. But. Donati. And if she can make it in two minutes with very little effort. The original company came into existence in 1872 in Switzerland. Unfortunately this could not hold the product for very long. ‘homemade’ snacks overcame both these problems but had the disadvantage of extended preparation time at home. Maggi Comes to India – teething troubles Maggi noodles was launched in India in the early1980s. stocks. Hence trying to substitute it with noodles would have been futile. seasonings and instant noodles. then obviously it’s a hit with her! What’s more. sketch pens. either lunch or dinner. aiming at improving the nutritional intake of worker families. Maggi was positioned as the only hygienic home made snack! Despite this. that were usually ‘the bought out’ type. It quickly became a pioneer of industrial food production. it chose not to do so. the product is as good as sold! So the ‘2minute’ funda coupled with the ‘yummy taste worked! 7 . biscuits or maybe peanuts. Maggi clubs which worked wonders for the brand. In 1897.

According to analysits the focus on promotion turned out to be the single largest factor responisible for Maggi’s rapid acceptance. As a result. and Lasagna – Maggi had to fight hard to be accepted by Indian consumers with their hard-to-change eating habits. chicken. Maggi’s annual growth reportedly touched 15% during its initial years. Nestle\’s Managers utilized promotions as measured to meet their sales target.BRAND STORY Launched in 5 flavors initially – Masala. The packaged food market was very small at this time. Later many of the Maggi’s extensions also made considerable use of promotional schemes. After its advertisements with taglines like “mummy bhookh lagi hai. Gradually. Gradually. the market for instant noodles began to grow. sweet & sour. sales promotion became a crutch for Maggi noodles sales. The company also decided to focus on promotions to increase the brand awareness. Nestle had to promote noodles as a concept. Maggi associated itself with main stream television programme and advertised heavily on kids programme and channels. 8 . Capsicum. bas do minute” and fast to cook good to eat Maggi’s popularity became highly attributed to its “extremely high appeal to children”. The focus of all Maggi’s extensions was more on below the line activities rather than direct communication. Nestle promotional activities for Maggi included schemes offering gifts( such as toys and utensils) in return for empty noodles pack. It therefore devised a two-pronged strategy to attract mothers on the ‘convenience’ plank and lure kids on the ‘fun’ plank. In the initial years. before it could promote Maggi as a brand. In addition to promotional activities.

Noodles • Maggi 2-Minute Noodle ( Masala .Sweet Sour Tomato Noodles . 1. Sauces • Teekha masala • Tomoto chatpat • Imli khata mitha • Tomato ketchup • Hot and sweet • Tomato pudina • Ginger. Garlic & Coriander 3.Chinese Sweet Corn Chicken .Cream Mushroom . Chicken. Garlic & Coriander • Maggi Oriental Chilli Garlic • Ginger. Curry and Tomato) • Maggi Dal Atta Noodles ( Sambhar taste) • Vegetable Atta Maggi Noodles • Maggi Rice Noodles (Lemon Masala. Chilly Chow and Shahi Pulao) • Maggi Cuppa mania (Masala yo. Soups Healthy • Chef Style .Rich Tomato • Chinese Style .Mixed Vegetable .VARIOUS PRODUCTS The product mix of Maggi is divided into various categories defined below.Chinese Hot & Sour Vegetables 9 .Creamy Chicken . The company has launched various products under each category as mentioned below.Tangy Tomato Vegetables • Home Style . Maggi Pichko 4. Chilli chow yo) 2.Chinese Sweet Corn Vegetables .Chinese Hot Sour Chicken .

5. Maggi bhuna masala • Bhuna masala for gravy dishes • Bhuna masala for vegetable dal 7.Maggi magic cubes • Chicken • Vegetarian masala 10 .Maggi soup sanjivni • Amla • Badam • Spinach • Dal • Tomato 6.

tomato vegetable. Maggi over these years have made lot of mistakes. It did not had ambitions about changing Indian's breakfast or dinner preferences. mushroom. Maggi was also closely watching consumer preferences. mixed vegetable. Maggi first introduced in the market Maggi Atta Noodles – which it claimed was a healthy food as it was made of wheat flour followed by soups. More importantly this move addressed the concerns of Homemakers. both have already started looking into the non-carbonated drinks category section. Maggi launched Atta Noodle variants that was healthy . 11 . Maggi also invested heavily in brand building. sweet corn chicken and hot and sour vegetable. chicken. More importantly the brand learned from those mistakes and corrected itself. Maggi personifies the basic principles of understanding consumers. Food companies in India are growing aware of the increasingly changing consumption trends and taste preferences among the Indian junta. innovating and investing in the brand. What Maggi did was to slowly attach itself to Indian consumer's need without disruption. Take for example Coke and Pepsi. The brand extended itself to multiple segment but without diluting the core brand equity. It made mistakes because the brand was willing to experiment.TASTE AND PREFERENCES OF CONSUMERS Health is the flavour of the season. The campaigns for one of Maggi's products were always there in the media which kept the brand fresh in the mind of the consumers. but this is the reason more and more companies are coming up (or are actually re-marketing) with products that are healthy. Nestle India. in an effort to carry on with its trend of providing the Indian consumers healthy food recently introduced a range of Healthy Soups. maggi tomato. it has tried to align itself with local tastes and preferences with the ‘fast to cook and good to eat’ promise. The entire range consists of the following. Maggi became successful because it understood consumers .When consumers wanted healthy food. The product is priced at Rs 25 for 70 grams. The brand never wanted to change Indian consumer's habit. Maggi is one packaged food brand that has only seen its popularity grow in the past many years and the secret to the success is that instead of trying to change the food habits of consumers. No surprises.

So far focussed on urban consumers. the company also made a pitch for rural consumers by launching Maggi Rasile Chow noodles at an inviting price of Rs4. launched an innovative campaign inviting its loyalists to share with it their Maggi stories and promised to broadcast them to the world at large. making them the superstars overnight. Along with television commercials. a range of prepared dishes and cooking aids such as Maggi Bhuna Masala and Maggi Pazzta.in for engaging with them. foods. which aired individual consumer stories of their lasting memories of Maggi. Nestle also introduced a website Meandmerimaggi.” says Shivani Hegde. local tastes and recipes have been at the core of all these marketing innovations. “Creating delight and happiness in everyday meals is not just about providing tasty food. It is about providing taste and health in a convenient combination. the brand displayed pictures of these loyal customers on the Maggi packs. Again. The company also rewarded its consumers by adding to the Maggi portfolio. thereby. that hitherto had sauces and soups in various flavours. general manager. last year.To commemorate its successful journey through a quarter of a century in the world’s largest consumer market. the brand. 12 .

Maggi dominates the market. adults as well as old people. 3) Religion and nationality:. Maggi products are consumed by all.Maggi products are available at reasonable prices.Maggi products are famous and are consumed by people of all religions and nationality. middle as well as the higher class. They are consumed by both genders male and female. teenagers.Consumers of maggi have a positive attitude towards the product which makes it the leader in the market. They are consumed by children. 13 . It describes how a consumer leads his life. 2) Lifestyle:. Psychography:- 1) Attitude:. So they are consumed by the lower. 2) Income :.DEMOGRAPHY CONSUMERS AND PSYCHOGRAPHY OF Demography:1) Age and sex: Maggi products are consumed by people of different age groups.Lifestyle determines the way of living of people.

14 .MARKET SHARE Maggi's Market Share in Ketchup Category Maggi has a 45% 55% Maggi Others market share of 45% which is a high percentage. It dominates the market in the ketchup segment.

Maggi's Market Share in Noodles Category 20% Maggi Others 80% Maggi has a market share of as high as 80% in the noodles segment. SWOT ANALYSIS OF MAGGI BRAND 15 . It dominates the market. It is the leader in this segment.

STRENGTH Market leader in their segment Strong brand loyal consumer base Wide range of distribution channel Product according to the need of Indian consumer Innovative Product WEAKNESS Product are dependent on each other Not so much presence in rural market SWOT ANALYSIS OPPORTUNITY Increasing number of working youth Product has been acceptable in youth category Shift to rural market Changing preference of consumer towards Chinese food and fast food.The SWOT analysis of Maggi brand clearly indicates the strengths of Maggi as a Brand in Indian market. The brand is in the growth stage of product life cycle with a strong inclination towards the maturity stage. The Brand was found to be a leader in its category of Noodles. Strong presence of regional competitors Consumers don’t perceive it as a “Healthy Product” RESEARCH METHODOLOGY:- 16 . Intensive distribution of Maggi as a Brand was seen in urban areas of the country. with strong customer loyalty. Can foray into other food markets with its strong Brand name THREAT Price war with competitors. The major threats of the brand as shown in the figure below indicates that Maggi has made several attempts to revamp itself as a ‘Healthy Product” but till date its perseverance towards the tag line is low by the consumers.

Brand recall. Brand association. METHOLODOGY 17 . Brand credibility.OBJECTIVES OF QUESTIONNAIRE  To understand the influence of Maggi as a brand on consumers mind set.  To know the medium of media through which they became aware of Maggi.  To understand the Brand performance of Maggi products.  Sources of Brand equity of Maggi like Brand awareness. Brand Quality perceived by customers. superiority and feelings. consideration.  To understand Brand Imagery. Brand image.

The survey will address the following information area: Information Areas: The objective as spelt out can be elaborated into specific information areas to be studied.  How do customers perceive Maggi as a stable brand. This will include primary research in addition to secondary research as stated below. chips etc? QUESTIONNAIRE 18 . Each respondent will be interviewed through a Questionnaire. The sample will be selected by a simple random sampling method. their perception of noodles and how do they associate themselves with Maggi?  Are the consumers aware of Maggi Brand or they associate noodles with some other brand?  Which product from the entire basket of Maggi products do the consumers consider as the best selling product for Maggi and to which the consumers frequently buy?  Are the consumers willing to accept Maggi brand extensions to some other products like chocolate. The survey research method will be descriptive research design. juices.The research will be carried out in the form of a survey.

Q 1) Are you a consumer of Maggi? □ Yes □ No Q 2) What comes first in your mind when you hear the word Maggi ? • • • • Noodles Fast food Snacks None of these Q 3) what is the brand that comes to your mind when we say the word noodles? • Maggi • Top Ramen • Surya Noodles • Anil Noodles Q 4) Rank the following Maggi products w.t. frequency of purchase with 1 being the highest rank RANK • • • • • Noodles Ketchup Soup Pickles Cubes _________ _________ _________ _________ _________ Q 5) With what products would you associate the brand Maggi? • Ketchup • Noodles • Soup • Masala Q 6) On a scale of 1 to 5 rate Maggi on the following parameters • Taste • Variety/Flavours • Hygiene/Purity • Availability • Packaging (SKUs) ____________ ____________ ____________ ____________ ____________ Q 7) Rank the categories which Maggi should look in future in order of your importance : 19 .r.

• • • • • Chocolates Salted Potato Chips Fruit Juices Processed foods(Ready to use pastes.V advertisements Word of mouth Other source 20 . Ready to eat. Junk food Tasty / Fun eating Q 9) Which Maggi products in noodles category do you regularly buy? (Repositioning awareness) • Maggi masala • Maggi vegetable atta noodles • Maggi dal atta noodles • Maggi rice noodles mania • Others Q 10) You came to know about Maggi from: • • • • • Newspapers Radio T. masalas) Others ( Please mention) _____________ _____________ _____________ ____________ _____________ • • • • Q 8) How do you perceive Maggi products? Good for health.

V.Q 11) Do you remember any of the T. advertisements of Maggi Tomato Ketchup? □ Yes □ No Q 12) Do you perceive Maggi noodles as a healthy product? • Yes • No Q 13) If No then your suggestions for improvement as a healthy product? ________________________________________________ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ 21 .

3 for snacks and masala each. Q 3) what is the brand that comes to your mind when we say the word noodles? • Maggi • Top Ramen • Surya Noodles • Anil Noodles Analysis: The survey suggested that Maggi is the most popular brand with consumers of noodles. 22 . People are familiar with maggi as a brand for noodles in majority. It suggests that 18 out of 20 consumers associate noodles with maggi. Q 2) What comes first in your mind when you hear the word Maggi ? • • • • Noodles Fast food Snacks None of these Analysis: The survey suggested that 14 out of 20 consumers associated maggi with noodles. Our survey took the sample of consumers in general.ANALYSIS OF THE QUESTIONNAIRE Q 1) Are you a consumer of Maggi? □ Yes □ No Analysis: The survey suggested that out of 20 consumers all 20 are consumers of maggi products. Maggi is quite famous with the different types of consumers in the market.

6 consumers associated it with masala.r. People purchase maggi noodles in majority.t. Q 6) On a scale of 1 to 5 rate Maggi on the following parameters • Taste • Variety/Flavours • Hygiene/Purity • Availability • Packaging (SKUs) ____________ ____________ ____________ ____________ ____________ Analysis: The products of maggi have been rated well above 3 in the above parameters by most of the consumers. frequency of purchase with 1 being the highest rank RANK • • • • • Noodles Ketchup Soup Pickles Cubes _________ _________ _________ _________ _________ Analysis: Most of the consumers have ranked noodles as 1. Q 5) With what products would you associate the brand Maggi? • Ketchup • Noodles • Soup • Masala Analysis: The survey suggested that 12 out of 20 people associated the brand maggi with noodles. 2 consumers associate the brand with soup and 1 with ketchup. 23 . The frequency of the purchase of maggi noodles is high.Q 4) Rank the following Maggi products w.

Q 9) Which Maggi products in noodles category do you regularly buy? (Repositioning awareness) • Maggi masala 24 . masalas) Others ( Please mention) _____________ _____________ _____________ ____________ _____________ Analysis: According to the survey. • • • • Q 8) How do you perceive Maggi products? Good for health.Q 7) Rank the categories which Maggi should look in future in order of your importance : • • • • • Chocolates Salted Potato Chips Fruit Juices Processed foods(Ready to use pastes. Ready to eat. Junk food Tasty / Fun eating Analysis: The survey suggests that most of the consumers perceive maggi products as being good for health. maggi should look for salted potato chips in future as it is highly demanded by the people in the market.

V advertisements Word of mouth Other source Analysis: The survey suggested that a majority of the people came to know about maggi through television advertisements. Q 12) Do you perceive Maggi noodles as a healthy product? • Yes • No 25 . 12 out of 20 consumers remember the advertisement of tomato ketchup.• • • • Maggi vegetable atta noodles Maggi dal atta noodles Maggi rice noodles mania Others Analysis: The survey suggested that most of the consumers regularly buy maggi vegetable atta noodles while a few of them preferred maggi masala noodles. Q 10) You came to know about Maggi from: • • • • • Newspapers Radio T. advertisements of Maggi Tomato Ketchup? □ Yes □ No Analysis: The survey suggested that the advertisement of maggi tomato ketchup is remembered by the consumers. Maggi advertisements are quite famous with the consumers. Q 11) Do you remember any of the T.V.

Analysis: The survey suggested that majority of the consumers perceive maggi noodles as a healthy product. The survey suggests that 20 out of 20 consumers perceive maggi noodles as a healthy product. 26 . Q 13) If No then your suggestions for improvement as a healthy product? ________________________________________________ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ Analysis: The survey suggests that 20 out of 20 consumers perceive maggi noodles as a healthy product and need no improvement as a healthy product.

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com 28 .google.wikipedia.BIBLIOGRAPHY www.com www.

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