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, bhookhlagihai' (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 Frozen Foods

Pet Food Specialty Items
Maggi Seasoning Maggi Taste of Asia
Ice cream Baking
Beverages Bottle of water

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

• In 1947 Nestlé 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

Maggi’s 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, rakhi’s 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: merimaggi 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 today’s 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 consumer’s 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 consumer’s 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, consumer’s 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
ShahiPulao, 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.

Maggi’s 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
 WaiWai
 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 product’s 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 stimulus of Maggi Noodles as a brand on consumer mind set.

To understand the customer satisfaction of Maggi Noodles.
To understand the effectiveness of advertisement of Maggi Noodles
To understand the perception of the people about Maggi
Also to identifying 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 Frequency Percentage

Yes 50 100%
No 0 0%
Total 50

How Many people buy Maggi

No
0%

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 Response Percentage

Yes 28 56%
No 22 44%
Total 50
 Have you tried Different Variants of Maggi

44% Yes
56% No

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 Percentage

18-25 Years 23 46%
26-30 years 18 36%
31-40 Years 7 14%
41-50 years 2 4%
Total 50

Age group Wise wise: How many people prefer

to buy maggi
41-50 years
4%
31-40 Years
14%
18-25 Years
18-25 Years 26-30 years
46%
31-40 Years

26-30 years 41-50 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
menand women” that is 58% ( 29 respondent)

Occupation Response Percentage

Students 15 30%
Parents 6 12%
Working Men/Women 29 58%
Total 50

Occupation wise: How many people prefer to

buy maggi

Students
30%
Students

Working Men/Women Parents

58% Working Men/Women
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 Yes No Customer Satisfaction %

Taste 50 0 100%
Price 50 0 100%
Ease to make 50 0 100%
Reliability 46 4 92%
Quality Assurance 43 7 86%
Loyalty 35 15 70%
Good For Health 14 36 28%
Total 288 62 82%
 Motivational Factor
Good For Health
5% Taste
Loyality 18% Taste
12%
Price
Ease to make
Quality Assurance
Price Reliability
15%
17%
Quality Assurance
Loyality
Reliability Good For Health
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 isWai-Wai noodles that is 24 % (12 out of 50 Respondents).

Brand you would like to buy ( when price in not a concern) Result Percentage
Maggi 23 46%
Yippi 1 2%
Top Raman 9 18%
Wai-Wai 12 24%
Knor 5 10%
Total 50
 BRAND YOU WOULD LIKE TO BUY
Knor
10%

Wai-Wai
Maggi
24%
46%

Top Raman Yippi

18% 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 31
No 19
Total 50
Satisfaction level 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) Percentage

Noodles 41 82%
Fast food 0 0%
Snacks 9 18%
None of these 0 0%
Total 50

Perception : Maggi is ?
None of these
Snacks 0%
18%

Fast food
Noodles
0%
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? Percentage

2 minutes-Masala Maggi 48 96%
Atta noodles 1 2%
Vegetable multi grain noodles 1 2%
Cuppa mania 0 0%
Total 50
 Maggi variants do you relish?
Atta noodles
Vegetable
2% multi grain
Cuppa mania
noodles
0%
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 Outstanding Good Average Caution Alarming
18-25 Years 9 11 2 1 0
26-30 years 6 8 3 1 0
31-40 Years 1 6 0 0 0
41-50 years 1 1 0 0 0
Total 17 26 5 2 0

Out of 50 respondent,17 respondent’s 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 30
Good 17
Average 3
Alarming 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
0

OUTSTANDING GOOD AVERAGE ALARMING

On the basis of Motivation and Perception

Motivation and Perception Wise Response

Outstanding 22
Good 19
Average 9
Alarming 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

OUTSTANDING GOOD AVERAGE ALARMING

 On the basis of Attitude

Attitude Wise
Good 28
Average 22
Bad 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 AVERAGE BAD

 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 Magginoodles.

There is high brand awareness about Magginoodles, 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 somenutritional 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 Nestle’s 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