Table of Content

Introduction
Product Profile
Product Mix
Consumer Decision Making Model
Consumer Research (Methodology)
Questionnaire
Analysis and Interpretation
Conclusion and Suggestion
Bibliography

Introduction
NIL introduced the Maggi brand to Indian consumers when it launched Maggi
2 Minute Noodles, an instant food product, in 1982 (Refer to Exhibit III for the
history of the Maggi brand). At that time, Indian consumers were rather
conservative in their food habits, preferring to eat traditional Indian dishes
rather than canned or packaged food. In fact, NIL was trying to create an
entirely new food category, instant noodles, in India. Initially, the company
targeted working women on the premise that Maggi noodles were fast to
cook and hence offered convenience.
However, this approach failed as was evident from the fact that the sales of
Maggi noodles were not picking up despite heavy media advertising. To get
to the root of the problem, NIL conducted a research, which revealed that it
was children who liked the taste of Maggi noodles and who were the largest
consumers of the product. After this, NIL shifted its focus from working
women and targeted children and their mothers through its marketing. NIL's
promotions positioned the noodles as a 'convenience product', for mothers
and as a 'fun' product for children. The noodles' tagline, 'Fast to Cook Good
to Eat' was also in keeping with this positioning.
NIL aggressively promoted Maggi noodles through several schemes like
distributing free samples, giving gifts on the return of empty packs, etc. NIL's
advertising too played a great role in communicating the benefits of the
product to target consumers.
Through its ads, NIL positioned Maggi as a 'fun' food for kids which mothers
could prepare easily. Taglines like 'Mummy, bhookh lagi hai' (Mom, I'm
hungry), 'Bas 2-Minute,' (Only 2 minutes) and 'Fast to Cook Good to Eat'
effectively communicated the product's benefits to target consumers.
These ads had become so popular that the tagline 'Bas 2-Minute'
immediately reminded Indian consumers of Maggi noodles even several
years after the ads were taken off the TV. Maggi's first product extension was
Maggi instant soups launched in 1988. With the launch of Maggi soups, NIL
had become a pioneer in the organized packaged soup market in India.

Product Profile

Type: Noodles
Industry: Food
Founded: 1890
Headquarter: Cham, Switzerland

About Nestle

Nestle is a multinational packaged food company founded and head

quartered in Vevey, Switzerland

It was set up in 1866

NIL is the Indian Subsidiary of Nestle

Nestle Product Range

Candy and Chocolates
Pet Food
Maggi Seasoning
Ice cream
Beverages

Frozen Foods
Specialty Items
Maggi Taste of Asia
Baking
Bottle of water

The Maggi brand originates from Switzerland where in 1863 Julius Maggi
created the beginning of the Maggi brand

In 1947 Nestl acquired the Maggi brand.

The brand is popular in Australia, India, South Africa, Brazil, New Zealand,
Brunei, Malaysia, Singapore, Sri Lanka, Bangladesh, Fiji and the Philippines

Maggi has launched different flavors in India: Maida, Atta, rice, multi grain,
tomato, and chicken.

Maggi noodles is recognized as a genre for instant noodles product category.

Maggi Product Extension

Maggi Ketchup
Maggi Bhuna Masala
Soups: Soups and Instant Noodles
2 Minutes Noodles: Masala, Chicken, Rice, Atta, Multigrain

Maggis Mantras

Promise of Quality, health and nutrition, easy to cook and tasty.

Brand Element

Slogan: me and meri Maggi.

Jingle: http://www.youtube.com/watch?v=5ZIDu9J3oz8
Packaging: Yellow and Red pack
URL: http://www.maggi.in/

Pre Requisite for Maggi

Transferability: Maggi ketchup, Maggi soup, Maggi bhuna masala

Adaptability: packaging has been changed over the period of time
Memorable: 2 minute noodles
Meaningful: name Maggi noodles can be easily related to the instant
noodles product category
Likeability: most favorite snack, whole family snack
Protected: sign could be found on the packets of Maggi noodles

Evaluation of Print Ads and TV Ads

Fast to cook, good to eat: focused on educating customers about

nutritional value of Maggi, convenient in cooking, healthy product.
Maggi 2 minute noodle: change in target market
Taste bhi, health bhi: Maida isn't consider good for health, hence they
came with Atta and rice variant.
Me and meri Maggi: emotional bondage with the customer. Earlier sharing
Maggi moments on the packet and now Big B narrates them on TV. (hostel,
lakhan, rakhis wedding)
http://www.youtube.com/watch?v=qhqubxGq7t4

Type of Appeal

Emotions- Maggi ads also has emotional appeal as it shows a hungry child
comes from outside and says that he is hungry and his mother says 2
minutes and prepares Maggi.

Mr. Amitabh Bachchan narrating the stories of different consumers on

television.

Interactive marketing/Social media

Facebook: meri maggi fan page

1.83 million likes

Sales and Consumer Promotion activities

Different pack sizes: Rs5 (chotu maggi), Rs 2 Maggi (specially for rural areas)
Different variants: Atta, multi grain, rice, tomato, chicken
Sharing magi moments

Market Segmentation of Maggi Noodles

Demographic, Behavioral, Psychographic

Region and Usage Rate:

Urban : Heavy users
Semi urban: Medium Users
Rural: Light

Occupation:
House wives and kids
Working Professionals
Students

Social Class : Middle and upwards

Family Life cycle : Young, Married , and married with children
Life style : Hard press of time

Positioning

Fast to cook-Good to eat

2 minutes noodles

Target Market

Primary Target: Children (>16 years)

Others :
Family
Health conscious people: Maggi Vegetable Atta Noodles
Young professionals: Maggi Cuppa Mania*

(*) Cuppa Mania is a trend ally of todays multitasking generation

Consumer Decision Making Process: Maggi

Consumer Decision Making Process, this basic psychological process plays an
important role in understanding how consumers actually make their buying
decision. Marketers must understand every facet of consumer behaviour in
terms of who, what, when, where, how and why. Smart companies like
MAGGI try to fully understand the consumers buying decision process all
their experiences in learning, choosing and using of the product.
Maggi has always considered the following steps:
1 Problem Recognition
This is the first stage of the Buying Decision where the buyer recognizes a
problem or need. The need can be triggered by internal or external stimuli
which a marketer must identify by gathering information from number of
consumers. They can then develop marketing strategies that trigger
consumer interest.
Nestle after carefully analysing the market, identified the need for a
quick snack in India. They adopted the first mover strategy and launched
Maggi in India in the year 1982 as an instant fast food.
Thereafter, Nestle recognized the consumers need for Maggi in
different sizes and introduced the 50gms, Double Pack and Super Saver
Pack (s).
Later on in the years 2005 and then 2006, consumers need for a healthy
instant food was catered by launching Maggi Atta Noodles and Maggi Dal
Noodles. These again emerged as successful products and were widely
accepted by masses.
Further to suffice the need for different taste, Maggi Rice Mania was
brought in the market in Shahi Pulao, Chilli Chao and Lemon Masala flavors.
2 Information Search
An aroused customer will be inclined to search for more information. At this
level, a person simply becomes more receptive to information about a
product. There are four major information sources which are of key interest
to the marketer. These are the personal sources (family, friends, and
acquaintances), commercial sources (advertising, websites, packaging and
displays), public sources (mass media, consumer rating organizations) and
experiential sources (handling, examining and using the product).

MAGGI has over the years well established itself in the market and has now
become a household name. This has helped the brand gain popularity
through word of mouth.
Maggis Mass Advertising Campaigns targeted consumers of all ages. Their
advertisements have highlighted that Maggi is a good alternative available
with the consumers when it comes to having a quick snack.

3 Evaluation of Alternative
Once all the consumers gather all the information he then evaluates the
various option available to him. When evaluating the potential alternatives,
consumer uses two types of information the first is the list of brands from
which they plan to make their selection and the second is the criteria from
which they plan to make their decision.
Beliefs and Attitude: Evaluations often reflects beliefs and attitudes. And
these are acquired by experiences and learnings.
MAGGI has always provided its consumers with something new from time to
time which has developed a good belief in the brand and thus has helped
them to choose them from their other alternatives. Their competitors like top
ramen always find it difficult on the evaluation front with magi because of
strong association of consumers with it.
Awareness set is

Maggi
Tom Ramen
Wai Wai
Cup of Noodles
Chings

So out of the above awareness set the consumers decides to choose Maggi
because after analyzing the different parameters of the brand Maggi was
chosen as the best alternative among the rest leading to its maximum
market share.
4 Purchase Decision
In the evaluation stage the consumer forms preferences among the brands in
the choice set, the consumer may also form an intention to buy the most

preferred brand .In executing a preferred intention the consumer takes up

five sub decisions

Brand
Dealer
Quantity
Timing
Payment Method

In some cases consumer may decide not to formerly evaluate each and
every brand; in other cases intervening factors may affect the final decision.
Because of the strong consumer awareness about the brand MAGGI,
consumer generally prefer Maggi out of all the available brands , due to the
mass distribution strategy adopted by Maggi, any consumer can easily
purchase it from their local grocery store without wasting much of his/her
time in searching for the product , Maggi comes in various sizes like single ,
double and the supersaver packs so depending upon each individuals need
Maggi is catering each and every segment of the society not to mention that
as the size increase the saving on each pack increases.

5 Post Purchase
After the purchase the consumer might experience dissonance that stems
from noticing certain disquieting features or hearing favorable things about
other brands and will be alert to information that supports his/her decision.
Marketer must monitor
Post Purchase Satisfaction
Post Purchase Action
Post Purchase Product Uses

6 Post Purchase Satisfaction

Satisfaction is a function of the closeness between expectations and the
products perceived performance, if performance falls short of expectations
the consumer is disappointed and if it meets the expectation the consumer is
satisfied and if it exceeds the expectations then the consumer is delighted.
7 Post Purchase Actions
Satisfaction or dissatisfaction with the product will influence subsequent
behavior if the consumer is satisfied he will exhibit a higher probability of
purchasing the product again. The satisfied customer will also tends to say

good things about the brand to others, marketers says our best
advertisement is the satisfied customer.
Post Purchase Use
Marketer should also monitor how buyers use and dispose of the product. A
key driver of sales frequency is product consumption rate the more quickly
buyers consume a product the sooner they may be back in the market to
repurchase it.

TITLE OF THE PROJECT

A study on acceptability and consumption pattern of Maggi Noodles in South

Delhi Region.

OBJECTIVE

To understand the
set.
To understand the
To understand the
To understand the
Also to identifying

stimulus of Maggi Noodles as a brand on consumer mind

customer satisfaction of Maggi Noodles.
effectiveness of advertisement of Maggi Noodles
perception of the people about Maggi
the outliers causing decline in the customer satisfaction

Research Design

In this project we will use descriptive research design

Research Methodology

Primary data collection via questionnaire let alone online survey.

Secondary data collection via internet
Target population :- people in the age group of 18-50 years residing in south
Delhi
Sample size: - 50 people (approx.)

In this project with the help of advance descriptive statistics as well as with the help
of sig sigma i.e. defect analysis we will understand the consumption pattern of
Maggi noodles in south Delhi. This report will also help as to find out the outliers as
well as non-value adding activities leading to decline in demand of the product and
acceptance of competitors by consumer

Limitation of the research

Sample size of 50 respondents has been taken which is too small to

generalize the trend.
Study is limited only to south Delhi region.
Research time was limited so in depth analysis could not be done.

Research Analysis
Ques1). Do you Buy Maggi Noodles
Response: Out of 50 Response we find that acceptability of Maggi Noodles in South
Delhi is 100%
Variable
Yes
No
Total

Frequency
50
0
50

Percentage
100%
0%

How Many people buy Maggi

Yes
No

Yes; 100%

Ques2). Have you tried different variant of Maggi?

Response: Out of 50 respondents only 28 respondents tried other variants of Maggi
Noodles
Have you tried Different Variants of Maggi
Yes
No
Total

Respons Percentag
e
e
28
56%
22
44%
50

Have you tried Different Variants of Maggi

Yes
No

44%
56%

Ques3). Consumer of Maggi age group wise

Response: in this research we found that consumption of Maggi noodles is highest in
18-25 years age group, than 26-30 years age group
Age Group
18-25 Years
26-30 years
31-40 Years
41-50 years
Total

23
18
7
2
50

Percentag
e
46%
36%
14%
4%

Age group Wise wise: How many people prefer to buy maggi
41-50 years; 4%
31-40 Years; 14%
18-25 Years
26-30 years
18-25 Years; 46%

31-40 Years
41-50 years

26-30 years; 36%

Ques4). Consumption of Maggi occupation wise.

Response: Out of 50 respondent we found that consumption of Maggi noodle is very
high in Working men and women that is 58% ( 29 respondent)
Occupation
Students
Parents
Working Men/Women
Total

Respons
e
15
6
29
50

Percentag
e
30%
12%
58%

Occupation wise: How many people prefer to buy maggi

Students; 30%

Students
Parents
Working Men/Women

Working Men/Women; 58%

Parents; 12%

Ques5). Which Factor motivates you to buy this product?

Response: In this analysis we found that consumer is 100% satisfied with Taste,
Price, Ease to Make and out of 50 respondents 36 respondents are saying Maggi
noodles are not god for health (C-sat: 28%).
Motivational factors
Taste
Price
Ease to make
Reliability
Quality Assurance
Loyalty
Good For Health
Total

Yes
50
50
50
46
43
35
14
288

No
0
0
0
4
7
15
36
62

Customer
Satisfaction %
100%
100%
100%
92%
86%
70%
28%
82%

Motivational Factor
Good For Health; 5%
Taste; 17%
Loyality; 12%

Taste
Price
Ease to make
Reliability

Quality Assurance; 15%

Quality Assurance

Price; 17%

Loyality
Good For Health

Reliability ; 16%
Ease to make; 17%

Ques6). Which of the following brand would you like buy if price is not taken into
consideration?
Response: In this analysis we found that if price is not taken into consideration 46%
respondent will buy Maggi noodles and nearby competitor is Wai-Wai noodles that is
24 % (12 out of 50 Respondents).
Brand you would like to buy ( when price in not a concern)

Result

Percentag
e

Maggi
Yippi
Top Raman
Wai-Wai
Knor
Total

23
1
9
12
5
50

46%
2%
18%
24%
10%

Brand you would like to buy

Knor; 10%

Wai-Wai; 24%

Top Raman; 18%

Maggi; 46%

Yippi; 2%

Ques7). On the basis of past experience would you like to buy the product again and
also suggest to you family and dear ones?
Response: Out of 50 respondents 31 respondents would like to buy and refer this
product to their family and dear ones, let alone customer satisfaction level of this
product is 62%
Yes
No
Total
Satisfaction level

31
19
50
62%

would you like to buy the product again

No; 38%

Yes
No

Yes; 62%

Ques8). What comes first in your mind when you hear the word Maggi?
Response: Here we tried to check the perception of consumer towards the product
and we found that out of 50 respondents for 41 respondents Maggi is just Noodles
and for rest of the 9 respondents Maggi is a Snacks.
Maggi is a (Perception)
Noodles
Fast food
Snacks
None of these
Total

41
0
9
0
50

Percentag
e
82%
0%
18%
0%

Perception : Maggi is ?
Snacks; 18%
Noodles
Fast food
Snacks
None of these

Noodles; 82%

Ques 9). Which of the following Maggi variants do you relish?

Response: Out of 50 Respondents we found 48 respondents (96%) relish on Maggi 2
minutes noodles
Maggi variants do you relish?
2 minutes-Masala Maggi
Atta noodles
Vegetable multi grain noodles
Cuppa mania
Total

48
1
1
0
50

Percentag
e
96%
2%
2%
0%

Maggi variants do you relish?

Atta noodles; 2%
Vegetable multi grain noodles; 2%
2 minutes-Masala Maggi
Atta noodles
Vegetable multi grain noodles
Cuppa mania

2 minutes-Masala Maggi; 96%

Categorization of Maggi noodles

On the basis of age group

Age group wise overall Category

18-25 Years
26-30 years
31-40 Years
41-50 years
Total

Outstandi
ng
9
6
1
1
17

Goo
d
11
8
6
1
26

Average
2
3
0
0
5

Cauti
on
1
1
0
0
2

Alarmi
ng
0
0
0
0
0

Out of 50 respondent, 17 respondents thinks Maggi is Outstanding, for 26

respondents it is Good for 5 respondents it is Average product.

On the basis of Motivation:

Motivation wise
Outstanding
Good
Average
Alarming

30
17
3
0

Out of 50 respondents , motivation level of 30 respondents are Outstanding, for

17 it is Good, and for 3 it is Average.

Motivation Wise
30

17

3
O uts ta nding

Good

A l a r0
ming

Av e r a g e

On the basis of Motivation and Perception

Motivation and Perception Wise
Outstanding
Good
Average
Alarming

Response
22
19
9
0

Out of 50 respondents, motivation and perception level of 22 respondents are

Outstanding, for 19 it is Good, and for 9 it is Average.

Motivation and Perception Wise

22
19

O uts ta nding

Good

Av e r a g e

A l a r0
ming

On the basis of Attitude

Attitude Wise
Good
Average
Bad

28
22
0
50

Here we found out of 50 respondents, 28 respondents have Good, 22 respondent

have Average attitude towards the product

Attitude Wise
28
22

Good

Av e r a g e

B0
ad

Questionnaire: Acceptance and consumption pattern of Maggi Noodles

Part A
1. Name of the Customer/ Wholesaler/Retailer :
___________________________________
2. Contact Detail : ____________________________________________________________
3. Age Group
18-25 years
26-30 years
31-40 years
41 to 50 years
4. To which category do you belong to?
Student
Parent
Working men/ women
Part B
5. Do you Buy Maggi Noodles
Yes
No
6. Have you tried various different variants of the product
Yes
No
7. Are you satisfied with the below mentioned features

Variable

Yes

No

Taste (Good or not)

Price (pocket friendly)
Ease to make
Reliability
Quality Assurance
Loyalty
Good For Health
8. Which of the following Maggi variants do you relish?
2 minutes-Masala Maggi
Atta noodles
Vegetable multi grain noodles
Cuppa mania
9. Which of the following brand would you like buy if price is not taken into
consideration
Maggi
Yippi
Top Raman
Wai-Wai

 Knor
10.On the basis of past experience would you like to buy the product again and
also suggest to you family and dear ones
Yes
No
11.What comes first in your mind when you hear the word Maggi
Noodles
Fast food
Snacks
None of these

Findings

100% people buy Maggi noodles.

There is high brand awareness about Maggi noodles, People have been able

to differentiate Maggi noodles from other products available in the market

and have positive perception.
Maggi noodles have a tough competition from Wai-Wai noodles and Top
Raman.

Maggi noodles have a strong distribution channel. It is easily available in the

shops.
Advertisement of Maggi noodles is very attractive to buy the product.
Packaging of Maggi noodles influence the consumers to make a buy decision.
People are very satisfied with the price of the Maggi noodles.

People buy Maggi noodles because they see some nutritional value in the product.
Maggi noodles contain calcium & iron which is god for health.
This product has not appealed to health conscious people because there are other
substitutes (health supplements) available in the market.

Recommendations:

Effectiveness of promotional activities should be increased.

Nutritional value should be improved like fat content should be reduced and

other minerals should be added in the product.

Establish Nestles own flagship outlet.
Educate Consumer through campaign

Use the package to describe the nutritious benefits

Do more market research to improve the product

Reference
www.nestle.com
http://www.maggi.in/
www.facebook.com
Marketing Management: Philip Kotler