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Nestle India Maggi Plan, 2005-2007

Marketing

Mahatma Education Societys Pillai HOC Institute of Management Studies & Research Rasayani

Nestle India Maggi Marketing Plan (2005 -2007)


Submitted By
Rohit B. Dho ndi!al
rohit.dho ndi!al"##"$g%ail.&o% '' (#" ##)7))*5+,

-eena .haikh
heenashaikh2)$g%ail.&o% '' (#" +)5552#2*2

Prashanth Patil
/n/atil"+"$g%ail.&o% '' (#" #02#"7"*)*

Rohit 0oli
rohitkoli+",$g%ail.&o% '' (#" 720+*5*+70

Mahat%a 1d &ation .o&iet!2s Pillai -34 Instit te o5 Manage%ent .t dies 6 Resear&h

Nestle India Maggi Plan, 2005-2007

Marketing

!" E#ecuti$e Summary Nestl7 India is a s 8sidiar! o5 Nestl7 ..9. o5 .:it;erland. <ith si= 5a&tories and a large n %8er o5 &o-/a&kers, Nestl7 India is a >i8rant 4o%/an! that /ro>ides &ons %ers in India :ith /rod &ts o5 glo8al standards and is &o%%itted to long-ter% s staina8le gro:th and shareholder satis5a&tion. ?he 4o%/an! insists on honest!, integrit! and 5airness in all as/e&ts o5 its 8 siness and e=/e&ts the sa%e in its relationshi/s. ?his has earned it the tr st and res/e&t o5 e>er! strata o5 so&iet! that it &o%es in &onta&t :ith and is a&kno:ledged a%ongst India@s @Most Res/e&ted 4o%/anies@ and a%ongst the @?o/ <ealth 4reators o5 India@. ?he &o%/an! is kno:n 5or its 8rands in the Milk Prod &ts 6 N trition, Pre/ared Dishes 6 4ooking 9ids, and 4ho&olates 6 4on5e&tioner! seg%ents. Nestl7 leads the >al e sales o5 noodles in India :ith a %arket share o5 7#.*A. 9 testa%ent to Nestl7@s do%ination o5 the sales o5 /lain noodles is the 5a&t that 5or its instant noodles 8rand Maggi, a%ong all its glo8al o55i&es, India a&&o nts 5or the highest le>el o5 >ol %e sales 5or the &o%/an!. Nestl7 India2s 5irst /rod &tion 5a&ilit!, set / in "#)" at Moga (P nBa8), :as 5ollo:ed soon a5ter 8! its se&ond /lant, set / at 4holadi (?a%il Nad ), in "#)7. 4onseC entl!, Nestl7 India set / 5a&tories in NanBang d (0arnataka), in "#+#, and .a%alkha (-ar!ana), in "##*. ?his :as s &&eeded 8! the &o%%issioning o5 t:o %ore 5a&tories - at Ponda and Bi&holi%, Doa, in "##5 and "##7 res/e&ti>el!. ?he se>enth 5a&tor! :as set / at Pantnagar, Ettarakhand, in 200). ?he +th Fa&tor! :as set / at ?ahli:al, -i%a&hal Pradesh, in 20"2. ?his %arketing /lan anal!ses 6 st dies the /o/ larit! and & rrent stat s o5 Maggi Noodles, and %akes s ggestions :ith regard to introd &ing a ne: >ariant Maggi >egeta8le % lti-grain noodle, atta noodle 6 &hi&ken noodle. Gario s tools like s r>e!s and se&ondar! so r&es o5 in5or%ation ha>e 8een this anal!sis. %" I&'RO()C'IO& tili;ed 5or the / r/ose o5

Mahat%a 1d &ation .o&iet!2s Pillai -34 Instit te o5 Manage%ent .t dies 6 Resear&h

Nestle India Maggi Plan, 2005-2007

Marketing

1>er sin&e its la n&h in India in "#+*, this 8rand has 8e&o%e s!non!%o s :ith noodles. ?he 8right red and !ello: &olo rs o5 the /a&ket :ith the 8rilliant 8l e H %*minute &oodles+ /rinted on it has 5o nd a /la&e on e>er! kit&hen " 3>er the !ears, Maggi has gro:n as a 8rand and /ositioned itsel5 as a H,ast to coo-. /ood to Eat.+ 5ood /rod &t. ?he histor! o5 this 8rand tra&es 8a&k to the "#th &ent r! :hen ind strial re>ol tion in .:it;erland &reated 5a&tor! Bo8s 5or :o%en, :ho :ere there5ore le5t :ith >er! little ti%e to /re/are %eals. D e to this gro:ing /ro8le% .:iss P 8li& <el5are .o&iet! asked a %iller na%ed 0ulius Maggi to &reate a >egeta8le 5ood /rod &t that :o ld 8e C i&k to /re/are and eas! to digest. I li s, the son o5 an Italian i%%igrant &a%e / :ith a 5or% la to 8ring added taste to %eals in "+)*. .oon a5ter he :as &o%%issioned 8! the .:iss P 8li& <el5are .o&iet!, he &a%e / :ith t:o instant /ea so /s 6 a 8ean so /- the 5irst la n&h o5 Maggi 8rand o5 instant 5oods in "++2-+*.?o:ards the end o5 the &ent r!, Maggi &o%/an! :as /rod &ing not B st /o:dered so /s, 8 t 8o illon & 8es, sa &es and other 5la>o rings. -o:e>er in India (the largest &ons %er o5 Maggi noodles in the :orldJ) it :as la n&hed in "#+0 8! Nestle gro / o5 &o%/anies. Maggie had %erged :ith Nestle 5a%il! in "#,7. <hen la n&hed it had to 5a&e a sti55 &o%/etition 5ro% the read! to eat sna&k seg%ents like 8is& its, :a5ers et&. 9lso it had other &o%/etitor the so &alled ho%e %ade sna&ks :hi&h are till toda! &onsidered health! and h!gieni&. -en&e to &a/t re the %arket it :as /ositioned as a h!gieni& ho%e%ade sna&k, a s%art %o>e. B t still this didn2t :ork, as it :as targeted to:ards the :rong target gro /, the :orking :o%en.

1" E#ternal Mar-eting 2udit 1"! 'he Mar-et ?he r8an Indian is sed to ha>ing his dinner late 5ro% aro nd +K*0 /% to as late as "" /%. -en&e a &on>enient sna&k 8et:een l n&h and dinner is an o5ten e=er&ised o/tion. In r ral areas, s%aller /ri&ed /a&ks sti% late de%and. Maggi is a 5 n and &on>enien&e 8rand :hi&h sits strongl! in its /osition as a Lgood to eat, 5ast to &ookL an!ti%e sna&k and is /o/ lar a&ross di55erent age gro /s. 3//ort nities in /ra&ti&all! all &ons %/tion &ategories arise in ter%s o5 Lrea&hL and L%edi % o5 &ons %/tionL. -en&e the on s is on the &o%/an! to %ake it easil! a>aila8le and a55orda8le and in di55erent si;es, &atering to di55erent &ategories o5 sers like the ne: Maggi &hota /a&k &on>enientl! /ri&ed at Rs 5 5or 50g%s. ?he Indian /alate is not too ad>ent ro s in ter%s o5 tr!ing o t ne: 5la>o rs. In 5a&t toda!, Maggi ha>e settled at standard 5la>o rs s &h as & rr!, %asala, to%ato and &hi&ken and not % &h

Mahat%a 1d &ation .o&iet!2s Pillai -34 Instit te o5 Manage%ent .t dies 6 Resear&h

Nestle India Maggi Plan, 2005-2007

Marketing

e=/eri%entation is ne&essaril! reC ired in the noodles %arket. Peo/le /re5er to ha>e it easil! a>aila8le and a55orda8le. 1"!"! Mar-et 'rends

?he FM4D %arket is set to tre8le 5ro% E.M "".) 8illion in 200* to E.M **., 8illion in 20"5. Penetration le>el is onl! *0A 5or Maggi Noodles in r8an areas as :ell as /er &a/ita &ons %/tion 5or the Instant noodles and /asta seg%ent is lo: indi&ating the nta//ed %arket /otential. Po/ lation 2005-0#(--) Po/ lation 200#-"0(--) A Distri8 tion (2005-0)) Market Eni>erse o5 3 tlets )rban 3million4 5* )# 2+ *,75+ " Rural3million4 "*5 "5* 72 )2,700 *.*

)rban 5rofile N.o r&eK .tatisti&al 3 tline o5 India (2005-200))O B rgeoning Indian /o/ lation, /arti& larl! the %iddle &lass seg%ents and the r ral seg%ents, /resents an o//ort nit! to %akers o5 8randed /rod &ts to &on>ert &ons %ers to 8randed /rod &ts. Dro:th is also likel! to &o%e 5ro% &ons %er @ /grading@ in the %at red /rod &t &ategories. 9t ,A &onstant >al e 49DR into the 5ore&ast /eriod, >al e gro:th 5or /a&kaged 5ood is /redi&ted to re%ain health!. Dro:th :ill &ontin e to 8e 5 elled 8! &on>enien&e /rod &ts s &h as noodles and read! %eals :ith 200 %illion /eo/le e=/e&ted to shi5t to /ro&essed and /a&kaged 5ood 8! 20"0. Man 5a&t rers are introd &ing lo:-/ri&ed goods in s%aller /a&k si;es. 9s a res lt, the r ral %arketing e55orts ha>e / shed the de%and 5or sa&hets in %an! &ons %er goods %arkets. Pri&ed at Rs0.50-".00, sa&hets ha>e /ro>ed to 8e e=tre%el! /o/ lar in s%aller to:ns and >illages, :here ho seholds &annot a55ord to 8 ! larger /a&ks d e to 5inan&ial &onstraints.

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Nestle India Maggi Plan, 2005-2007

Marketing

Consum5tion 5ie .o r&eK 0.9 ?e&hno/ak 4ons %er 3 tlook 200, .

9n a>erage Indian s/ends aro nd ,0 /er &ent o5 his in&o%e on gro&er! /rod &ts. Po/ lation(%illions) Po/ lation P25 !ears Er8ani;ation A !667 +,) ,+0 2) %88! ",0"2 5,) 2+ %887 ",0+7 5)5 *"

Consumer Profile N.o r&eK .tatisti&al 3 tline o5 India (2005-200))O Ra/id r8anisation, in&reased litera&! and rising /er &a/ita in&o%e, ha>e all &a sed ra/id gro:th and &hange in de%and /atterns, leading to an e=/losion o5 ne: o//ort nities. 9ro nd ,5 /er &ent o5 the /o/ lation in India is 8elo: 20 !ears o5 age and the !o ng /o/ lation is set to rise 5 rther.

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Nestle India Maggi Plan, 2005-2007

Marketing

<hile instant noodles are still not generall! &ons %ed as %ain %eals in India, %ore indi>id als are 8 &king this trend and a&&e/ting the% as an o/tion. ?his is, ho:e>er, %ostl! restri&ted to 8 s! :orking ad lts :ho li>e inde/endentl! or onl! :ith their s/o se, a:a! 5ro% their /arents, and :ho ha>e little ti%e to /re/are their o:n %eals at ho%e. Di>en the reC ire%ents 5or &on>enien&e and sa>ing ti%e, these indi>id als resort to eas!-to-/re/are %eals, s &h as instant noodles. In&reased health &ons&io sness and a8 ndant /rod &tion o5 C alit! so!a8ean also indi&ates a gro:ing de%and 5or so!a 5ood seg%ent.

1"!"% 'o5 Ramen

Com5etition

@Don@t 8e a noodle, 8e a .%oodle,@ :as the ad that 8ro ght the ?o/ Ra%en 8rand into li%elight :hen it :as la n&hed in "##". Market share FQ 2005-200)K ",A Variety: Pa&ket NoodlesK Ma&ho Masala, F nk! 4hi&ken, 3!e ?o%ato, 4 rr! .%oodles. 4 / NoodlesK ./i&! Gegeta8le, ?ang! 4hi&ken ?o/ Ra%en Pa&ket Noodle 4 / Noodle Pa&k .i;e (D%) 50 "00 ,00 +0 Pri&e (Rs.) 5 "0 *, 20

Distributor: Mari&o Ind stries Distributor strength: 98o t "*0000 USP: @Don@t 8e a noodle, 8e a .%oodle,@ inno>ati>e 5la>o rs and its & / noodles

I'C Sunfeat Pasta I?4 la n&hed India@s 5irst instant /asta sna&k, . n5east Pasta ?reat in 2005. Made 5ro% high /rotein D r % :heat, . n5east Pasta ?reat is not 5ried and does not &ontain %aida,

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Nestle India Maggi Plan, 2005-2007

Marketing

%aking it a n tritio s sna&k. ?his read! to &ook /asta &o%es :ith a sa &e %aker inside the /a&k. Mar-et share ,9 %88:*%887 ?he read!-to-eat . n5east Pasta ?reat has &lo&ked )A o5 the 8randed noodles >ol %e in B st one !ear. ;ariety It is & rrentl! a>aila8le in 5o r e=&iting 5la>o rsK Masala, ?o%ato and 4heese, .o r 4rea% 3nion and 4heese. Pricing /ri&ed at Rs. "2R- 5or the Masala 5la>o r and Rs."5R- 5or ?o%ato and 4heese, .o r 4rea% 3nion and 4heese. Pac-aging 1a&h /a&k is an +* g% /a&k :ith a "5 g% sa &e %aker (istributor I?4 Si%ited )SP . n5east is %ade 5ro% d r % :heat and is /ro%oted as a health! alternati>e to instant noodles %ade 5ro% the less health! %aida (a t!/e o5 :heat 5lo r that is slightl! lo:er in C alit!).

<" Internal Mar-eting 2udit <"! E#isting Mar-eting Ob=ecti$e ?o /ro%ote Maggi noodles as a health! read! to eat &on>enient 5ood a%ong %others and single :orking /ro5essionals. ?o /ro>ide line e=tension 8! introd &ing 4 / NoodlesRM g Noodles. ?o /grade the e=isting /rod &t 5eat res >i;. /a&kaging, ingredients, s/e&ial additi>es 8ased on &ons %er 5eed8a&k. In&reasing %arket share to 7#A in instant noodle %arket. <"% Segmentation ?he taste /re5eren&es and eating ha8its o5 &ons %ers 8ear a high &orrelation :ith their age. Based on this, :e &an seg%ent the %arket into the 5ollo:ing age gro /sK

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Nestle India Maggi Plan, 2005-2007

Marketing

CHI>(RE& 4hildren as an age gro / are a %arketer2s delight. <ith H/ester /o:erT &hildren /la! a signi5i&ant role in de&ision %aking and / r&hase &hoi&es o5 B st a8o t an!thing ranging 5ro% 5ood ite%s to 8e>erages to &ho&olates. 9s &ons %ers, &hildren kno: e=a&tl! :hat the! :ant and do not e=/eri%ent too % &h :ith 5la>o r or &olo r.

o Children rule Indian 5a%ilies &onsider &hildren to /re&io s gi5ts o5 Dod, and /arents in all in&o%e gro /s do all the! &an 5or their o55s/ring. Indian /arents are still not &o%/letel! &o%5orta8le :ith /aid 8a8! sitters or da! &are hel/ and se the larger e=tended 5a%il! or 5riends to hel/ :ith &are and s /er>ision o5 &hildren.

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Nestle India Maggi Plan, 2005-2007

Marketing

o Rush for pre-school admissions ?hro gho t r8an India, /arents o5 n rser! age &hildren are looking to send the% in the 8est /ri>ate s&hool the! &an a55ord. Pre-s&hools 5or toddlers in the 2-* age gro / are % shroo%ing all o>er the &o ntr!, as an=io s /arents re&ognise the /er&ei>ed 8ene5its these &an 8ring.

'?EE&2/ERS ?he t:eenagers age gro / &onsists o5 &hildren on the threshold o5 adoles&en&e and as a seg%ent are a di55i& lt lot. ?ho gh the! are not s re a8o t their &hoi&es on an e%otional /lane, the! are a trend! ne: gro / that is e=tre%el! sa>>! and sel5 ass red :hen it &o%es to taking de&isions regarding &ons %er goods and :ants. Er8an &hildren in this age gro / :o ld ha>e so%e a%o nt o5 /o&ket %one! :ith an //er li%it o5 Rs"00 /er %onth. ?ho gh allo:an&es ha>e gone /, /arental &ontrol still e=ists o>er this %arket seg%ent. I%/ lse 5oods r le the /re5eren&e s&ale as 5ar as the 8 !ing 8eha>io r o5 t:eenagers in India is &on&erned. In 5a&t, the to/ si= e=/ense ite%s 5or t:eenagers see% to 8e i%/ lse 5oodsK "7A o5 the total /o&ket %one! s/ent on i&e &rea%s, "2A on &ho&olates and "0A ea&h on so5t drinks and 5ast 5ood a&&ording to a ne:s/a/er re/ort in the H?he ?i%es o5 IndiaT.

o A key role to play in decision making <ith in&reased a:areness thro gh tele>ision and ad>ertising, t:eenagers are an i%/ortant in5l en&e on 5a%il! de&ision-%aking in r8an India. ?he! ha>e also %astered the art o5 nagging their /arents into %aking / r&hases o5 gadgets or /rod &ts that the! :ant. 9%ong the areas :here the! %ake their in5l en&e 5elt are the / r&hase o5 s &h ite%s as a ne:l! la n&hed &ho&olate 8ar, instant noodles and 8reak5ast &ereal.

Mahat%a 1d &ation .o&iet!2s Pillai -34 Instit te o5 Manage%ent .t dies 6 Resear&h

Nestle India Maggi Plan, 2005-2007

Marketing

<ith a /en&hant 5or hi-te&h and an ease :ith ne: te&hnolog! 5ar s /erior to their /arents, these t:eenagers are %ore 5a%iliar :ith o/erating %o8ile /hones, the ?G re%ote, DGD /la!er and &o%/ ter /rogra%%es, as :ell as the /rod &t 5eat res.

o Cricket-cra y boys 4ri&ket is the o8session and /assion o5 8o! t:eenagers in India. ?his interest & ts a&ross in&o%e and so&io-e&ono%i& gro /s. So: in&o%e 8o!s :ill /la! on the streets :ith %akeshi5t 8ats and st %/s, %iddle-in&o%e &hildren &an 8e seen /la!ing in gardens and at s&hool, :hile 8o!s 5ro% %ore :ell-to-do 5a%ilies go and /la! in organised &oa&hing &a%/s. <ith their ed &ation de%anding less ti%e at this age, /arents are generall! C ite ha//! to see their 8o!s s/ending so % &h ti%e on &ri&ket. o !ifestyle concerns in urban "ndia 9 2005 st d! o5 "0-") !ear olds in r8an India re>ealed a sedentar! li5est!le a%ong 72A o5 the 20,000 &hildren sa%/led 8! Si5eti%e <ellness R= Std in the &ities o5 9llaha8ad in the north and -!dera8ad in the so th. 35 those sa%/led, 52A o5 &hildren sho:ed a risk o5 de>elo/ing &he%i&al de/enden&e, :ith the /ro8le% /ro8a8l! attri8 ta8le to a s&ar&it! o5 /la!gro nds and too % &h ?G >ie:ing. 1>en tele>ision &hannels are ;eroing in on this seg%ent in re&ognition o5 this 5a&t. ?here is nothing s 8tle a8o t the age gro / an! %ore. ?he! like to hear it straight and then %ake their inde/endent &hoi&es and B dge%ents. 3n the 5li/ side, the! are 8e&o%ing in&reasingl! > lnera8le to %edia 8lit;krieg.

'EE&2/ERS

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Nestle India Maggi Plan, 2005-2007

Marketing

3n the 8rink o5 ad lthood, teenagers like to e%/hasi;e and e=/ress the%sel>es in a %anner that &at&hes attention. ?he! ha>e e=/eri%ental :ith their 5ood :ith a /re5eren&e to:ards inno>ati>e o55erings 8 t 5or% strong o/inions :hi&h the! &arr! 5or:ard in li5e. ?he! are also /redis/osed to:ards sna&k ite%s as the! tend to 5eel h ngr! 8et:een traditional %eals. ?he! ha>e a lot o5 sa! a8o t the 5ood that the! :ant to &ons %e :ith li%ited /arental &ontrol.

o #obile phones ?his is the %o8ile /hone generation in India. ?he! are &o%/letel! at ease :ith ne: te&hnolog! and are hea>! sers o5 >al e-added ser>i&es like .M., ring tone do:nloads and &ri&ket s&ore /dates. Most still de/end on their /arents 5or /o&ket %one! 8 t are hea>! sers o5 these ser>i&es. In %an! r8an, %iddle-in&o%e ho seholds teenagers are no: gi>en a /re-/aid .IM &ard :ith a &ertain >al e 5or the %onth, in addition to allo:an&es 5or tra>el and entertain%ent. o $ard pressed for time ?eenagers like 8 !ing 8ooks, % si& and e=/ensi>e 8randed 5oot:ear, as :ell as :at&hing 5il%s and so&ialising :ith 5riends. 3lder &ollege-going teenager2s high s&hool / /ils tend to 5reC ent &o55ee 8ars, :hi&h are a relati>el! ne: 5o&al /oint 5or so&ialising. ?eenagers are also a%ong the reg lar sers &ine%a % lti/le=es and entertain%ent ;ones. ?his age gro / is e=tre%el! &ons&io s o5 their 5a&ial and /h!si&al looks. ?he! are e=/e&ted to 5 el de%and 5or skin &are /rod &ts as :ell as health and n tritionrelated goods. Er8an teenagers are 5ar %ore so&iall! a&ti>e toda! and 5ind so%e di55i& lt! in 8alan&ing their s&hool ro tines :ith their /ersonal s&hed les.

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Nestle India Maggi Plan, 2005-2007

Marketing

S')(9I&/ 2/E 9 rise in the n %8er o5 &olleges and instit tions o5 higher learning 8oth go>ern%ent o:ned and /ri>atel! 5inan&ed has ena8led a larger n %8er o5 !o th to grad ate 5ro% their /ortals. ?his /o/ lation gre: sin&e 2000 8 t is set to stagnate in the 5ore&ast /eriod :ith &o /les a&t all! /ost/oning the &hild 8earing de&ision and so%e e>en reBe&ting the idea o5 ha>ing one at all. ?his age gro / has taken / to sna&king as a :a! o5 li5e as the! kee/ %issing reg lar %eals d e to errati& s&hed les. ?he! ha>e longer :aking ho rs and d e to this the traditional three %eals does not s 55i&e :ith the need 5or 5illing sna&ks.

o Rising financial freedom <ith gro:ing as/irations on the a&ade%i& 5ront and shrinking glo8al 8o ndaries this age gro / has an nC en&ha8le thirst 5or in5or%ation :hether thro gh their P4s or &ell /hones. <ith a rise in e%/lo!%ent o//ort nities in the B siness Pro&ess 3 tso r&ing (BP3) se&tor, %ore and %ore &ons %ers in this age gro / are B ggling Bo8s along :ith their st dies 5or the sake o5 the 5inan&ial 5reedo% it gi>es the%. o Summer %obs Entil the "##0s, s %%er >a&ations :ere a ti%e to rela=, read and &at&h / :ith 5riends. ?his is no longer the &ase. No:, teenagers either 5ind a s %%er Bo8, or ndertake a&ti>ities s &h as a trek in the %o ntains, ri>er ra5ting or ro&k &li%8ing.

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Nestle India Maggi Plan, 2005-2007

Marketing

. %%er Bo8s %a! &o>er a range o5 a&ti>ities 5ro% deli>ering ne:s/a/ers to :orking in a resta rant.

9O)&/ 2()>'S Qo ng ad lts ("5-2# !ears old) re/resent the largest s/ending seg%ent in the &o ntr!. Qo ngsters are /art o5 a %iddle-&lass 8oo% in India. 35 the E.M*0 8illion s/ent 8! Indians on the%sel>es in 200*, !o ng ad lts s/ent &lose to E.M"0.5 8illion :ith their s/ending le>els rising "2A ea&h !ear at t:i&e the /a&e o5 the e&ono%!2s gro:th a&&ording to >ario s trade /ress / 8li&ations. Qo ng ad lts gre: +A in n %8ers o>er the /eriod o5 "### to 200, and are likel! to gro: at a//ro=i%atel! the sa%e /a&e.

o Rising disposable incomes 4ollege grad ates and st dents still st d!ing are landing :ell-/a!ing Bo8s in a host o5 e%erging ind stries that 8arel! e=isted at the start o5 the ne: %illenni % retail &hains, 5ast 5ood resta rants, %o8ile /hone &o%/anies, &all &entres and data /ro&essing 5ir%s. Man! ha>e a&&ess to dis/osa8le in&o%es o5 Rs+, 000-"0,000 /er %onth thanks to the BP3 8oo% in India. ?his age gro / still does not ha>e res/onsi8ilities o5 r nning a ho sehold, %arriage or :orr! a8o t their &hildren2s ed &ation. ?h s, this in&o%e is al%ost entirel! s/ent on non-essential ite%s. Most / r&hases %ade 8! this age gro / are on i%/ lse. ?here are ") %illion r8an &ons %ers in the 20-25 age gro /s. o &eed for con'enience

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Man! single :orking /ro5essionals ha>e to li>e a:a! 5ro% their /arents d e to the de%and o5 the Bo8s. ?his ! //ies (!o ng /:ardl! %o8ile /ro5essionals) &lass has a hard ti%e /re/aring 5ood and 5or the% &on>enien&e is %aBor iss e. ?he! are read! to /a! a /re%i % 5or C alit! and &on>enien&e. 9lso al:a!s 8eing on the %o>e the! ha>e a need 5or 5ood ite% that &an 8e easil! &ons %ed and dis/osed o5.

MI((>E*2/E( 2()>'S ?he :o%en in this age gro / are ones :ho the /ri%aril! 8 ! 5ood ite%s 5or the entire ho sehold tho gh their &hoi&es are sha/ed 8! the /re5eren&es o5 the ho sehold %e%8ers. ?he :o%en in this seg%ent /la! an i%/ortant role as %ost o5 the &hoi&es o5 5ood ite%s ha>e to /ass their s&r tin! 8e5ore it is &ons %ed in the ho sehold.

o Responsibilities Bet:een the ages o5 ,5 and 55, %en 5ind the%sel>es :ith &hildren :ho are a8le to lea>e s&hool or 5a&ing &r &ial 8oard e=a%inations. .o%e %a! also ha>e :i>es :ith

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settled &areers. ?hese 5a&tors %ake the% rel &tant to lea>e or %o>e 5ro% their &it! o5 residen&e and the! :o ld rather resign and %o>e to another Bo8 rather than dis/la&e the 5a%il!. 3thers 5ind the%sel>es red ndant in the ne: hire and 5ire la8o r en>iron%ent. ?here is a trend 5or s &h /eo/le to enter the BP3 se&tor as :ell. o #id-life career change In r8an India, a%ong the %iddle &lass, there are a signi5i&ant n %8er o5 %en :ho are %aking &areer s:it&hes, so%e o t o5 &hoi&e and others o t o5 ne&essit!. ?ired o5 their & rrent salaried Bo8s, so%e are taking the entre/rene rial /l nge, setting / 8 sinesses s &h as s%all I?-ser>i&e 5ir%s, ad>ent re to ris% &o%/anies or leadershi/ training &ons ltan&ies.

B2B9 BOOMERS ?he &on&e/t o5 8a8! 8oo%ers %a! not 8e that rele>ant to India not:ithstanding the i%/a&t o5 and its /arti&i/ation in <orld <ar II. ?his generation has >irt all! seen it all right 5ro% Indian Inde/enden&e ("#,7) to the Indo-Pakistan :ar ("#)5). -o:e>er, ha>ing 8een 8orn in an age o5 &onstrained reso r&es, this seg%ent is so%e:hat &a tio s a8o t its a//roa&h to &ons %erist tenden&ies altho gh it is ado/ting so%e o5 the%. For e=a%/le, a n %8er se %o8ile /hones 5or their 5 n&tional se 8 t 5ro:n on the se o5 &redit &ards and 8 !ing 8randed &lothing.

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-ealth-related /rod &ts, &hildren2s ed &ation, a to%o8iles, retire%ent /lanning, ins ran&e /rod &ts and >a&ations 5or% the 8 lk o5 their e=/ense.

PE&SIO&ERS In the "#50s and "#)0s, go>ern%ent Bo8s :ere a%ong the 5e: a&&e/ta8le Bo8 o&& /ations 5or /eo/le 5ro% res/e&ta8le ho seholds. 4hanging te&hnolog! and glo8alisation ha>e &hanged that :ith n&on>entional in&o%e o//ort nities no: /resenting the%sel>es to Indians. .o%e /ensioners ha>e so ght and enBo!ed s &&ess in in5or%ation te&hnolog!-related endea>o rs :hilst others ha>e / t their &onsidera8le 1nglish lang age skills to good se in ser>i&e ind stries. Pensioners ha>e 8een the hardest hit se&tion o5 the /o/ lation. <ith de&lining interest rates, the! ha>e had to /la! a %ore a&ti>e role in 5inan&ial %anage%ent. .o%e o5 the% are e>en tr!ing to kee/ a8reast o5 & rrent ha//enings and learning ho: to se a &o%/ ter or a&&ess the Internet. ?here 5ood /re5eren&es are sha/ed 8! their health &onditions and the! sti&k to their /re5erred 5ood ite%s.

o "ndependent li'ing on the rise Fro% the "#+0s on:ards, there has 8een a stead! %igration o5 !o ng ad lts and st dents to the E., in sear&h o5 8etter o//ort nities. Most ha>e &hosen to settle and %ake their li>es in that &o ntr!. ?here5ore, their ageing /arents ha>e had to learn to &ontin e to li>e inde/endentl!. o Retirement communities 'ie(ed as an option

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Retire%ent ho%es :ere /re>io sl! >ie:ed negati>el! in India. I5 the elderl! :ent there, it %eant the! had no one to &are 5or the%, and :ere in a sense 5or the destit te elderl!. In the ne: r8an India, ho:e>er, :ell-a//ointed retire%ent &o%% nities are % shroo%ing, and &o /les in their )0s are going there o5 their o:n >olition. <hile the n %8ers are not !et signi5i&ant, a trend is likel! to in&rease in line :ith gro:th in the n %8ers o5 India2s elderl!. It is also no: an o/tion 5or the %iddlein&o%e and salaried &lasses. In 5a%ilies :here there is a /ro/rietar! 8 siness, or a 5a%il! /ra&ti&e, t:o-to-three generations :ill &ontin e to li>e together.

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<"1

Core Com5etency Nestle Maggi2s &ore &o%/eten&! is in their distri8 tion &hannel. Nestle2s distri8 tion net:ork is s/read all o>er India and its /rod &ts are readil! a>aila8le in e>er! retail stores.

<"< Products Positioning in Mar-et

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<"<"!

M2//I % MI&)'E &OO(>ES

Maggi 2 Min te Noodles :ill &ontin e :ith its & rrent /ositioning o5 &on>enien&e and as a H5ast to &ook, good to eatT sna&k as this see%s to 8e :orking :ell. ?o /re>ent ?o/ Ra%en, the %ain &o%/etitor, 5ro% eating into its %arket share so%e /rod &t inno>ation is reC ired as other:ise Maggi %a! get stereot!/ed as an ne=&iting /rod &t. ?o/ Ra%en is 5ollo:ing a &ost di55erentiation te&hniC e. ?o deal :ith this Maggi has to /osition itsel5 as a di55erentiated /rod &t. ?he %arket is >er! sensiti>e to taste and reBe&ts an! 5la>o r it dislikes :ith Maggi ha>ing learnt it the hard :a!, th s the /rod &t &annot 8e greatl! di55erentiated :ith on 8asis o5 taste. 3n the other hand Maggi has to deal :ith the negati>e /er&e/tion o5 Maggi has o5 8eing nhealth! in an in&reasingl! health &ons&io s %arket, a %aBor threat in the & rrent s&enario. Both these /ro8le%s &an 8e ta&kled 8! /ositioning Maggi as a sna&k :ith n tritional >al e. ?he re&ent la n&h o5 HGeg 9tta NoodlesT and HDal 9tta NoodlesT :ith the /ro%ise o5 good n tritional >al e >ent res in this area.

<"<"%

C)P O M2//I

?he %ain E.P o5 4 / 3 Maggi is &on>enien&e :itho t &o%/ro%ising on taste. Nissin2s 4 / Noodles is a h ge hit :ith the &ons %ers liking the &on&e/t o5 noodles ser>ed in a & / and the e=tra &on>enien&e o5 not dealing :ith &leaningRneeding /lates and the lesser ti%e reC ired 5or /re/aration. 4 / 3 Maggi is targeted to:ards a seg%ent that >al es ti%e and &on>enien&e as :ell as is getting in&reasingl! health &ons&io s. .o 4 / 3 Maggi :ith added n trition and :holeso%e &o%/onents :ill /osition itsel5 as a health! and &on>enient 5ood o/tion that &an 8e had an!:here, an!ti%e. ?he &r = o5 /ositioning :ill 8e @Healthy Snac- 2nyAhereB 2nytime+" :" S?O' 2nalysis :"! Strength .trong 8rand re&all and the /rod &t is al%ost e/on!%o s to the 8rand. Market leader :ith 7#.*A %arket share in ter%s o5 >al e. 1%otional relationshi/ :ith &ons %ers. 9 strong distri8 tion net:ork o5 /arent &o%/an! nestle.

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-ighest ad>ertising shareN72A(?> 9d1= 200,-2005) :"% ?ea-ness ?agged as a /rod &t ha>ing no health >al e. So: r ral %arket /resen&e.

It had tried to 8ring inno>ation 8 t has 5ailed. ?he /rod &t 5eat re has re%ained &onstant sin&e in&e/tion in "#+* :ith an! trial o5 inno>ation %is5iring. Market share has 5allen 5ro% +0A in "##+-## to 7#.*A in 200,-05. Prod &ts like Bis& its 6 4hi/s still ne=/lored 8! Maggi. :"1 O55ortunities ?he instant noodle seg%ent is /roBe&ted to gro: at tre%endo s rate :ith the %arket si;e do 8ling 8! 20"0. In&rease in /otential &ons %er 8ase i.e. single :orking /ro5essionals and st dent /o/ lation. Ra/ed e&ono%i& gro:th and rising dis/osa8le in&o%e %ake a strong &ase 5or a /re%i % 8rand like Maggi. E/:ard trend o5 &on>enien&e 5ood &ons %/tion. - ge nta//ed ser>i&ea8le /:ard &lass r ral 8ase. 955init! o5 Indians to 4hinese 5ood.

:"< 'hreats 4o%/etition is in&reasing :ith esta8lished &o%/etitors in other seg%ent are 5ora!ing into noodles seg%ent seeing the &a/a&it! o5 gro:th. ?o/ Ra%en the /ri%e &o%/etitor has &o%e / :ith ne: e=&iting instant noodle o55ering like & / noodle, % g noodle :hi&h threatens to eat %aggi2s %arket share.

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Marketing

Foreign /la!ers like <ai <ai and R % P % ha>e 5ora!ed into noodle %arket and ha>e %ade their 8rand /resen&e in the eatern %arkets. Parle is threatening o55er their distri8 tion net:ork to international noodle 8rand :ishing to %ake an entr!. ?o/ Ra%en had re/ositioned itsel5 on a health! /lat5or% :ith a ne: 8aseline HDet on ?o/T 5orti5!ing its /rod &t :ith &al&i % and >ita%ins. Maggi Noodle is /ri&ed higher than its %ain ri>al ?o/ Ra%en.

7" Mar-eting Ob=ecti$es 7"! Strategic 'hrust In&rease >al e %arket share to +0A in the instant noodles %arket 8! 2007-0+ 5ro% the & rrent 7#.*A. Introd &ing ne: %aggi noodle >ariantK Maggi >egeta8le % lti-grain noodle, atta noodle 6 &hi&ken noodle. ?o /grade the e=isting /rod &t 5eat res >i;. /a&kaging, ingredients, s/e&ial additi>es 8ased on &ons %er 5eed8a&k. 4reating a ne: Noodle %arket in R ral India.

?he o8Be&ti>es :ere arri>ed at 8ased on the anal!sis o5 9nso552s Drid.


E#isting Product E#isting Mar-et Mar-et Penetration (E/date e=isting >ariant o5 Maggi) &eA Product Product (e$elo5ment (Introd &e ne: >ariants Maggi)

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&eA mar-et

Nestle India Maggi Plan, 2005-2007

Marketing

Mar-et (e$elo5ment (Finding ne: %arket 5or e=isting >ariants o5 Maggi)

(i$ersification (Sa n&h totall! ne: >ariant o5 Maggi in toall! ne: %arket)

C" Core Strategy C"! 'arget Mar-et C"!"! M2//I % MI&)'E &OO(>ES

Maggi 2 Min te Instant Noodles is alread! asso&iated :ith &on>enien&e and taste and is & rrentl! a&&e/ted as a >alid 5illing sna&k 8et:een %eals. Maggi :ill &ontin e to le>erage its 8rand eC it! and target the 5ollo:ing seg%ents 5or this /rod &t. Children and 'Aeenagers ?his is a large seg%ent and is Maggi2s stronghold. ?he age gro / 8et:een , and ", !ears has largel! si%ilar tastes and is traditionall! targeted 8! Maggi. ?hese seg%ents /er&ei>e Maggi instant noodles as a :el&o%e &hange in taste 5ro% the reg lar Indian 5are and the! are 5as&inated 8! the & rl! sha/ed noodles. For these seg%ents inno>ati>e /rod &ts also ha>e no>elt! >al e, ho:e>er, &ertain do%inant /re5eren&es e%erge. Reali;ing this earl!, Maggi shi5ted 5o& s 5ro% the lad! o5 the ho se to the end &ons %er i.e. &hildren the%sel>es ending / as the %arket leader o5 the instant noodles seg%ent. 1arl! 8 ! in o5 this seg%ent :ill hel/ Maggi to sell in other seg%ents in 5 t re. Studying 2ge ?he st d!ing age seg%ent tho gh not traditionall! targeted

s/e&i5i&all! has 8een de>o ring Maggi 2 %in te noodles. ?he /ro/osition o5 &on>enien&e o5 &ooking as :ell as that o5 a tast! 5illing sna&k attra&ts this seg%ent :hi&h d e to errati& s&hed les kee/s %issing their reg lar %eals.

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C"!"%

M2//I C)P O &OO(>ES

Maggi 4 / 3 Noodles is Maggi2s ans:er to Nissin2s 4 / Noodles. <ith red &ed &ooking ti%e o5 U a %in te, ease o5 /re/aration and no need o5 se/arate /lates Maggi 4 / 3 Noodles /ro%ises to a//eal to an!one in need o5 a C i&k, &on>enient 8ite. Maggi 4 / 3 Noodles 8eing a /re%i % /ri&ed /rod &t, the seg%ent targeted sho ld one :hi&h is read! to /a! a /re%i % 5or a C alit! &on>enient 5ood. ?he 5ollo:ing seg%ent /ro%ises to 8e the 8est 8et.

9oung 2dults ?he gro:ing &lass o5 a55l ent !o ng ad lts does not %ind /a!ing higher /ri&es 5or C alit! /rod &ts. ?he! are hard /ressed 5or ti%e and :o ld /a! a /re%i % 5or &on>enien&e. ?his seg%ent has a good to/ o5 the %ind re&all o5 Maggi as a 8rand as the & rrent %e%8ers o5 this gro / :ere the targets o5 Maggi in the "#+02s and the! retain 5ond %e%ories o5 Maggi, a e%otional 8ond :hi&h &an 8e le>eraged to :in the% o>er to Maggi 4 / 3 Noodles. ?his seg%ent is gro:ing and has the /otential o5 a&&e/ting Maggi as a %ainstrea% 5ood ite% as the! see instant noodles as a nat ral /art o5 Indian 5ood & lt re.

C"!"1

Maggi $egetable multi*grain noodleB 2tta noodle

M9DDI Gegeta8le M ltigrain; Noodles is %ade :ith Ragi, 4orn, Io:ar and <heat. It o55ers the &ons %er % lti-@g n@ (8ene5its) as it is a so r&e o5 Protein, 4al&i % and Fi8re, and has added >egeta8les. M9DDI Gegeta8le M ltigrain; Noodles is a>aila8le :ith a deli&io s L./i&e Re%i=L taste%aker. ?he ins/iration 5or the /rod &t &o%es 5ro% the gro:ing &ons %er /re5eren&e 5or a healthier li5est!le, and the dee/ nderstanding that M9DDI has de>elo/ed a8o t Indian 5ood ha8its and & lt re- the insight that a % lti/li&it! o5 grains are sed in e>er!da! 5oods a&ross the &o ntr!.

Mothers 1>er! %other in India :ants their kids to 8e health! and 5it. .o in order to do that the! %ake their kids eat health! 5ood that &ontains high le>el o5 /rotein, 5i8re, &al&i %. ?hese all n tritional &ontents are /resent in this >ariant o5 Maggie.

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.o %others :ill 8e eager to 8 ! this /rod &t 8e&a se o5 its 5eat res.

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D" Mar-eting mi# decisions D"! Product Maggi has &o%e / :ith >ario s /rod &ts a&&ording to the needs o5 &ons %ers. .o%e o5 the% 8e&a%e >er! /o/ lar and so%e o5 the% :ere total 5ail re. It in>ol>es deter%ining :hat goods, ser>i&es or ideas to %arket, the le>el o5 C alit!, the n %8er o5 ite%s to sell, /a&kaging 5eat res. <hen Nestle de&ided to la n&h their Maggie, it :as still a 4hinese /rod &t and there5ore, a lot had to 8e done to nderstand the needs and :ants o5 the & sto%ers. <ith the &hanging so&io e&ono%i& en>iron%ent /eo/le2s /re5eren&es shi5ted 5ro% ho%e %ade ite%s to /ro&essed 5ood ite%s as :ith the in&rease in r8ani;ation in&reasing n %8er o5 !o ng /eo/le, in&reasing &ons %eris% 6 a>aila8ilit! o5 &hea/ &redit. In&reasing :orking :o%en Indian /ro&essed 5ood %arket 8e&a%e the 5astest gro:ing seg%ent. Man! :ell esta8lished &o%/anies entered the %arket in&reasing the &o%/etition 5or Maggie. ?he! take in &on&ern all the 5a&tors related to tastes 6 & linar! ha8its o5 Indian &ons %ers and targeted the & sto%ers in di55erent seg%ents. Firstl! the! tr! to /ositions Maggie as an Indian 5ood and se&ondl! the! de>elo/ed a taste%aker that :as /alata8le to Indian taste 8 ds. 9&&ording to >ario s resear&hes it :as re>ealed that &hildren liked the taste o5 Maggie. ?here5ore the! did e>er!thing to /osition %aggie as a sna&ks ite%. Maggi 2-Min te Noodles Maggi Gegeta8le 9tta Noodles Maggi 4 //a Mania Maggi Gegeta8le M ltigrain Noodles D"% Price

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It in&l des deter%ining the o>erall /ri&es (lo:, %edi % and high) the range o5 /ri&es the relationshi/s 8et:een /ri&e and C alit!, e%/hasis to /la&e on /ri&e, ho: to rea&t to &o%/etitor2s /ri&es, :hen to ad>ertise, /ri&es are &o%/ ted and :hat 8illing ter%s to e%/lo!. In this &ase st d! nestle tied to 5o& s on r ral areas 8! lo:ering do:n the /ri&es 5i>e 5or s%all /a&ks. ?he! la n&hed standard >ariations :here a>aila8le in di55erent /a&k si;es a 50 g% /a&k 5or INR 5, #0 g% 5or INR "0, *)0 g% 5or INR ,0, 5,0 g% /a&k 5or INR 5# 6 a /a&k o5 720 g% 5or INR 7+. <hile the Maggie 9tta Noodle +5 gra% /a&k :as /ri&ed at INR "5 6 *)0 g% /a&k 5or INR 55. ?hese >ariations :ere 8ro ght into the %arket to gras/ the /ros/e&ts a&&ording to their needs and reC ire%ents. ?he >ario s /rod &t e=tensions :ere also la n&hed at lo:er /ri&es to target the r ral & sto%ers.

D"1 Place It in&l des :hether to sell thro gh inter%ediaries or dire&tl! to &ons %ers, hoe %an! o tlets to sell thro gh. -o: to &ontrol 6 &oo/erates :ith other &hannel %e%8ers, s //liers. .ele&tion /h!si&al distri8 tions de&isions like order /ro&essing trans/ortation :areho sing and in>entor! &ontrol de&isions. Nestle India had a :ide distri8 tion all

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o>er &o ntr!. ?he! ha>e done e55orts to rea&h the s%aller to:ns and &ities. ?he inde/endent &hannels :ere also hel/5 l 5or sho:ing the /resen&e o5 Maggie in >illages also. ?he! also 8elie>ed in a&C isitions 5or e=tending its /rod &ts line in do%esti& %arket. Nestle Maggi noodles is 5a%o s not onl! in r8an areas 8 t also in r ral areas. It is rightl! a>aila8le at n %8er o5 retail sho/s and %alls so that &ons %ers &an easil! / r&hase the /rod &t :itho t % &h e55orts.

D"< Promotion 3>er the !ears %aggi 8e&a%e a integral /art o5 the Indian ho sehold like other FM4D like &oke or Pe/si. ?G &o%%er&ials /la!ed an i%/ortant /art in it. 1le%ents that ha>e sta!ed &onstant in an! Maggi 5il% in&l de the Bingle -- VMaggi, Maggi, Maggi2 in a sing-song >oi&e, the 5a%il! setting, and the Vt:o %in tes2 /ro%ise, :hi&h started o55 as a E.P, 8 t took a 8a&kseat e>ent all!. 9/art 5ro% the ?G &o%%er&ials the! /ro%oted the /rod &t 8!K ". Distri8 ting 5ree sa%/les. 2. Di>ing gi5ts on ret rn o5 e%/t! /a&kets. *. Dr! sa%/ling-distri8 ting Maggi /a&kets ,. <et sa%/ling - distri8 ting &ooked Maggi. 5. 9>aila8ilit! in di55erent /a&kages 50g%, "00g%, 200g%, et&.

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