MARKETING

STRATEGIES OF MAGGI
A CASE STUDY
 PROJECT REPORT

ON

MARKETING STRATEGIES OF MAGGI: A CASE STUDY

SUBMITTED TO

DEPARTMENT OF COMMERCE

OSMANIA UNIVERSITY COLLEGE FOR WOMEN

KOTI, HYDERABAD

IN PARTIAL FULFILLMENT FOR THE AWARD OF

BACHELOR’S DEGREE IN COMMERCE

SUBMITTEED BY: FAZEELATH UNNISA

B.COM. (HONOURS)

H.T.NO. 2014-1801

PROJECT SUPERVISOR

ASST.PROF.G. SARITA

FACULTY MEMBER

DEPARTMENT OF COMMERCE

OUCW, KOTI, HYDERABAD

 TITLE PAGE

NAME OF THE TOPIC : MARKETING STRATEGIES OF MAGGI: A

CASE STUDY

NAME OF THE STUDENT : FAZEELATH UNNISA

NAME OF THE COLLEGE : OSMANIA UNIVERSITY COLLEGE FOR

WOMEN

YEAR OF STUDY : 2013-2016

NAME OF THE COURSE : B.C OM HONOURS

HALL TICKET NUMBER : 2014-1801

NAME OF THE GUIDE : ASST.PROF. G.SARITA

 ACKNOWLEDGEMENT

I express my sincere gratitude toASST.PROF.G. SARITHA Osmania University,

koti, Hyderabad for her /his valuable guidance and constantEncouragement all
through my project work

I am thankful to my friends and lecturers for their unconditional help and support I
wish to place on record my sincere thanks toPROF.B. SANDHYA RANIhead
Department of commerce, Osmania University College for women, koti,
Hyderabad for her constant inspiration.

I take this opportunity to express my profound gratitude to the principal,

OsmaniaUniversity College for women, koti, Hyderabad for providing me the
Opportunity to work on the project.

Name of the student: FAZEELATH UNNISA

 CERTIFICATE

This is to certify that FAZEELATH UNNISAis a bonafide Student of b. com

(Honours) III year OsmaniaUniversity College for women (H.T.NO2014-1801)and
she has worked on the project title “MARKETING STRATEGIES OF MAGGI:
A CASE STUDY” under The supervision of ‘PROF.G. SARITA’department of
Commerce, Osmania university college for women, koti during the

Year2013-2016

Place: Hyderabad Head of the department

Date:10-3-2016
 CERTIFICATE BY THE GUIDE

This is to certify that project work titled “MARKETING STRATEGIES

MAGGI: A CASE STUDY is bonafide work done by FAZEELATH
UNNISA(H.T.NO. 2014-1801)of b.com (honours ) III year from Osmania
university college for women koti, Hyderabad under my supervision.

Place: Hyderabad Name of the guide:PROF.G SARITA

Date: 10-3-2016
 DECLARTATION

IFAZEELATHUNNISA student of b.com (honours) III year of

OsmaniaUniversity Collegefor women, koti, Hyderabad. Hereby declare that the
project report submitted to College for the award of “bachelor degree in
commerce” is a reward of bonafide Work done by me under the guidancePROF.G.
SARITADepartment of commerce, Osmania University College for women, koti
.it is the original and genuine work done by me. It has not been submitted to any
other university for the award of any degree or diploma.

Place: Hyderabad Name of the student: FAZEELATH UNNISA

 CONTENTS

CHAPTER-1

INTRODUCTION
OBJECTIVES OF THE STUDY
RESEARCH METHODOLOGY
LIMITATIONS OF STUDY

CHAPTER-2

INTRODUCTION TO MARKETING STRATEGIES

MARKETING STRATEGIES OF MAGGI
ADVANTAGES AND DISADVANTAGES OF MARKETING STARTEGIES
KINDS OF MARKETING STARTEGIES

 Marketing strategy-exploring value creation opportunities

 Marketing strategy –company analysis details
 Marketing strategy –choosing value
 Marketing strategy-creating, delivering, communicating, and
capturing value
 Market penetration strategies

CHAPTER-3

COMPANY PROFILE
MAGGI BRAND IN INDIA
PRODUCT LIFE CYCLE OF MAGGI
MAGGI BANNED IN INDIA
RELAUNCH IN INDIA
MARKETING STRATEGIES OF MAGGI TO RELAUNCH IN INDIA
SOCIAL MEDIA SUPPORT TOWARDS MAGGI
TWITTER RESPONSE TOWARDS MAGGI
CHAPTER-4

DATA ANALYSIS OF THE STUDY

CHAPTER-5

FINDINGS OF THE STUDY

SUGGESTIONS
CONCLUSION

BIBLIOGRAPHY
ANNEXURE
 INTRODUCTION
Marketing strategies explain how the marketing functions fits in with the overall
strategy for a business

Once the strategy has been identified, then the business must develop
an action to turn the strategy into reality. The starting point for this plan is setting
of marketing objectives. Marketing objectives are the specific targets for
marketing set by the business to achieve their corporate objectives

Meaning: An organization’s strategy that combines all of its marketing goals

into one comprehensive plan. A good marketing strategy should be drawn from
marketing research and focus on the right product mix in order to achieve the
maximum profit potential and sustain the business. The marketing strategy is a
foundation of marketing plan.

Definition:The term ‘marketing strategy ‘might sound broad or vague to many,

so let’s take the mystery out of it then you can understand, devise and implement
your business plan.

Strategy comes from a Greek word“STRATAGIEN”, meaning to be general. Think

of a strategy as an overall plan of action are called tactics. You can have tactical

plans which help you to achieve your overall marketing strategy.

“The marketing strategy is the way in which the marketing functions organizes its
activities to achieve a profitable growth in sales at a marketing mix level”-Philips
Kotler

OBJECTIVESOFSTUDY
To present the swot analysis of Maggi
To understand the marketing and promotional strategies
adopted by nestle Maggi
To analyze the perceptions of consumers towards Maggi

SOURCES OF DATA COLLECTION

Primary data
The primary data used in this report includes the structured questionnaire
throughwhich consumer responses are collected regarding their views towards
Nestle Maggi.

Secondary data
The secondary data has been collected from various websites and books. It also
includes data from company and other referral sites and sources.
 LIMITATIONS OF STUDY
There are many companies offering ready to eat products in the market but
the study is limited only to Nestle Maggi and also further it is confined only
to Maggi noodles.
The sample size is only 30 respondents so the result may not be
appropriate.
 INTRODUCTION TO MARKETING STRATEGIES

A marketing strategy is a process or model to allow a company or organization to

focus limited resources on the best opportunities to increase sales and thereby
achieve a sustainable competitive advantage. A marketing strategy should be
centered on the key concept that customer satisfaction is the main goal.

A marketing strategy is most effective when it is an integral component of

corporate strategy, defining how the organization will successfully engage
customers, prospects, and competitors in the market arena. Corporate strategies,
corporate missions, and corporate goals. As the customer constitutes the source
of a company’s revenue, marketing strategy is closely linked with sales. A key
component of marketing strategy is often to keep marketing in line with a
company’s overarching mission statement.

A marketing strategy can serve as the foundation of a marketing plan. A

marketing plan contains a set of specific actions required to successfully
implement a marketing strategy. For example: “Use a low cost product to attract
consumers. Once our organization, via our low cost product, has established a
relationship with consumers, our organization will sell additional, higher-margin
products and services that enhance the consumer’s interaction with the low-cost
product or service.”

A strategy consists of a well thought out series of tactics to make a marketing plan
more effective. Marketing strategies serve as the fundamental underpinning of
marketing plans designed to fill market needs and reach marketing objectives.
Plans and objectives are generally tested for measurable results.

A marketing strategy often integrates an organization’s marketing goals, policies,

and action sequences (tactics) into a cohesive whole. Similarly, the various
strands of the strategy, which might include advertising, channel marketing,
internet marketing, promotion and public relations, can be orchestrated.
 Many companies cascade a strategy throughout an organization, by creating
strategy tactics that then become strategy goals for the next level or group. Each
one group is expected to take that strategy goal and develop a set of tactics to
achieve that goal. This is why it is important to make each strategy goal
measurable

ADVANTAGES AND DISADVANTAGES OF HAVING

MARKETING STRATEGIES
You create a marketing strategy to gain advantages in the marketplace, but you
must remain aware of the disadvantages of any given marketing strategy. Your
marketing choices require awareness of advantages vs. disadvantages, and as you
weigh these, you must be prepared to change strategies when disadvantages
become too great. Examine the areas where marketing strategies can benefit or
harm your business, so that you can act quickly to adjust your marketing to
benefit your company.

Objectives
You may set marketing objectives such as achieving a percentage of market
shares, maximizing cash flow or maintaining profitability through market
expansion. As you create a marketing strategy to achieve any of these objectives,
you must remain aware of one potential disadvantage: You may have chosen the
wrong objective. An effective marketing strategy aimed at the wrong objective
can take you in a harmful direction. For example, if you seek to maintain
profitability by expanding your markets, you may find that you would be better
off improving customer service to your existing markets so that you can improve
your reputation.
Costs
Each marketing strategy has costs you must evaluate in terms of how effectively
you spend your money. An e-mail campaign may be relatively cheap, but it could
waste your marketing message by getting lost in your customers’ spam filters.
Magazine advertising, on the other hand, may cost more than you can afford.

Direct mail can be cheaper than print ads, but your product or service may not be
well-suited to this kind of campaign, so you could be wasting your money. You
must constantly weigh costs vs. benefits for any marketing strategy, so that you
use your marketing dollars wisely.

Branding
Your marketing strategy creates an impression of your company. If the strategy
for a specific product or service is ineffective, you can give your customers the
impression that you are not a viable company. You must decide how much of your
marketing strategy should focus on promoting your brand and now much of it
should tout the specific benefits of a particular product. One way to handle this
dilemma is to divide your marketing into two phases. In the first phase, focus your
marketing on the product. Once it gains acceptance, tie your brand to that
product. Because consumers already have a favorable impression of the product,
they will be likely to transfer that favorable impression to your brand. This
strategy minimizes the disadvantage of harming your brand when the public does
not like a product.

Effectiveness
Any marketing strategy that does not allow you to measure effectiveness puts
you at a disadvantage. You can continue an ineffective marketing strategy
indefinitely if you don’t have some way to measure how well it works. A
marketing strategy that contains measurable objectives offers you the advantage
of continuing plans that work. You can build effectiveness into your marketing
strategy by expressing your objectives in terms of numbers. For example, “we will
increase sales by 20 percent” is effective; “we will increase sales” is not.
 DIFFERENT TYPES OF MARKETING
STRATEGIES

Marketing strategy-exploring value creation opportunities

Marketing strategy –company analysis details
Marketing strategy –choosing value
Marketing strategy-creating, delivering, communicating, and capturing
value
Market penetration strategies
INTRODUCTION TO MARKETING STRATEGIES OF MAGGI

Marketing strategy is a long term course of action designed to optimize allocation

of the scarce resources at the disposal of a firm in delivery superior customer
experience and promote the interest of stake holders

Initial Strategies of Maggi: -

Maggi has faced lot of hurdles in its journey in India
The basic problem the brand faced is the Indian psyche
Initially Nestle tried to position Maggi in the platform of convenience
targeting the workingwomen. However, the sales of Maggi was not picking
up despite of heavy media advertising. To overcome this Nestle conducted
a research. Nestle promotion positioning the Maggi product as a
‘convenience product’ for mother and as a ‘fun’ product for children. The
Maggi `Tagline”, ‘Fast to Cook Good to Eat’ was also in keeping with its
positioning. They promoted the product further by distributing flee
samples. Giving gifts on return of empty packets, etc. Effective Tagline
Communication.
 MAGGI STRATEGY

The needs that the product is trying to address are very explicit. It is a tasty snack
This satisfies hunger and takes very less time and efforts for preparation.
Peoplefeel like eating Maggi because it satisfies hunger and tastes superb.

EARLY STRATEGY AND LAUNCH

In India it was launched in 1980s by Nestle group of companies. Maggi has faced
Of hurdles in its journey in India. The basic problem the brand faced was the
Psyche. I.e. Indians used to be conservative about the food habits so noodles
faced a lot of problem in promoting sales

Initially nestle tried to position the Noodles in the platform of convenience

targeting the working women. However, the sales of Maggi were not picking up
despite of heavy Media Advertising. To overcome this 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. So they came up with Maggi- 2
minute noodles with price of Rs. 2.10 with a close of 100% margin. 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
CookGood to Eat’wasalso in keeping with this positioning. They promoted the
product innovatively likeDistributing free samples, giving gifts on return of empty
packet
MARKETING STRATEGY-EXPLORING VALUE CREATION
OPPORTUNITIES

Customers  Noodles industry has a wide range of customers

ranging from children (<16 years) to youth and
adults (<35 years)
 Primary targets consumers for Maggi noodles are
kids in the age group of4- 16 years, attracted to the
product because of its taste. Youth also like eating
Maggi because they like its taste and don’t like
putting much effort to prepare food. Working
professionals value the product mainly because of
its ease of preparation, taste and time factor.

Company  Brand image

 Availability
 Low price
 Nestle coming up with health focused variants of
Maggi (vegetable and daal aata noodles) to target
health conscious people and to further increase its
market share.

Competitors  HUL Knorr combines noodles with soup are

generally considered to be healthy. Maggi is also
competing with topramen, yippee, GSK foodles and
ITC sun feast pasta
Collaborators
 Nestle has a very strong distribution network
which has made Maggi noodles available in several
outlets that comprise of grocers, supermarketsetc.

Context  The urban Indian is used to having his dinner late

from around 8:30 pm to as late as 11 pm. Hence a
convenient snack between lunch and dinner is an
often exercised. In rural areas, lower priced and
small quantity packs stimulate demand. Many busy
working individuals don’t want to spend much time
in cooking food and want something that is easy to
make and taste good.
 MARKETING STRATEGY- COMPANY ANALYSIS DETAILS
SWOT ANALYSIS
The SWOT analysis of Maggi brand clearly indicates the strengths of Maggi as a
Brand in Indian Marketthe Brand was found to be a leader in its category of
Noodles, with strong customer loyalty. Intensive distribution of Maggi as a Brand
was seen in urban areas of the country. The major threats of the brand as shown
in the figure below indicates that Maggi has made several attempt to revamp
itself as a ‘Healthy Product” but till date its perseverance towards the tag line is
low by the consumers. The brand is in the growth stage of product life cycle with
a strong inclination towards the maturity stage.

Strengths
Established Family Brand
Strong Global Corporate Brand (NIL)
Specialization in food processing category marketing and distribution in
Urban
Market leader
Pioneer and Leader so 1st mover advantage in Noodles, Sauce, Ketchups
and Soup market
Weakness
Generic Brand to Noodles in India
Low rural market presence constraints
Uniform Brand for all food category. Heavily dependent on one flavor

Opportunities
Growing package and canned food market in India by 15% annually.
High brand awareness of Indian consumer
Opportunity to be substitute to other snacks category of food products.
Unexploited rural market
Increasing number of working youth
Affinity of Indians to Chinese food Health related issues

Threats
Competitors with long history in product category internationally like, Heinz
Sauce and ketchups of Heinz Indian, Top Ramen in Noodle and Knorr Soups.
Single product focused competitors like Heinz sauce and Wai Wai Noodles.
Les Entry Barriers in the Market segment for product category
ITC’s strong base in Indian Market.
Substitute Product to Product Segment
Competitive pricing
Strong presence of regional competitors
 MARKETING STRATEGY- CHOOSING VALUE
STPDANALYSIS
A marketing strategy is based on expected customer behavior in a certain market.
In order to know the customers and their expected buying behavior, a process
of segmenting and positioning is used. These processes are chronological steps
which are dependent on each other.

SEGMENTATION
Market segmentation divides the heterogeneous market into homogenous groups
of customers who share a similar set of needs/wants and could be satisfied by
specific products. Maggi brand has segmented the market on the basis of age, life
style, and habits of urban families.
Children
Children play a significant role in decision making and purchase choices of just
about anything ranging from food items to beverages to chocolates. As
consumers, children know exactly what they want and do not experiment too
much with flavor or color.

Teenagers
On the brink of adulthood, teenagers like to emphasize and express themselves in
a manner that catches attention. They have experimental with their food with
preference towards innovative offerings but form strong opinions which they
carry forward in life. They are also predisposed towards snack items as they tend
to feel hungry between traditional meals. They have a lot of say about the food
that they want to consume with limited parental control.
College Students
A rise in the number of colleges and institutions of higher learning bothgovernme
nt owned and privately financed has enabled a larger number of youth to
graduate from their portals. This population grew since 2000 but is set to stagnate
in the forecast period with couples actually postponing the child bearing decision
and some even rejecting the idea of having on eat all. This age group has taken up
to snacking as a way of life as they keep missing regular meals due to erratic schedules.
They have longer waking hours and due to this the traditional three meals do not
suffice with the need for filling snacks.
Middle Aged Adults
These middle aged men have strict preferences over food and they generally stick
to their choices. They experiment less and go for products that will enhance their
social status. The women in this age group are ones who the primarily buy food
items for the entire household though their choices are shaped by the
preferences of the household members. The women in this segment play an
important role as most of the choices of food items have to pass their scrutiny
before it is consumed in the household
TARGETING
Market Targeting refers to evaluating and deciding from amongst the
variousalternatives, which segment can be satisfied best by the company. The
Maggi Brandhas mainly targeted the Kids, Youth, Office Goers and Working Men
& Woman. Which falls into the category of convenience- savvy time misers‖ who
would like to get something instant and be over with it quickly?

POSITIONING
Market Positioning is the act of designing the company’s offerings and image to
Occupy a distinctive place in the minds of the target market. The goal of
positioningis to locate the brand in the minds of consumers to maximize the
potential benefit tothe firm. Maggi has positioned itself in the SNACKS (Between
two meals) categoryand not in the meal category since Indians do not consider
noodles as a proper fooditem.
Therefore, Maggi have developed Its brand image of instant food products with
positioning statements such as ―2 minutes’ noodles ―and ―Easy to cook, good
to eat.

DIFFERENTIATION
Points-of-difference (PODS) are attributes or benefits consumers strongly
associate with a brand, positively evaluate and believe they could not find to the
same extent with a competitive brand. The Maggi Brand has also differentiated its
brand image from its competitors in terms of taste, flavors and packaging. Maggi
have launched wide varieties of products in different flavors which can attract
larger set of customers. Maggi products are also available in different sizes
catering to different customer needs.
 MARKETING STRATEGY-CREATING, DELIVERING,
COMMUNICATING AND CAPTURING VALUE

4PS EVALUATION

“Marketing mix” is a general phrase used to describe the different kinds of

choices organizations have to make in the whole process of bringing a product or
service to market. The 4Ps is one way – probably the best-known way – of
defining the marketing mix, and was first expressed in 1960 by E J McCarthy.

The 4Ps are as follows:

 Product
 Price
 Place
 promotions
Price
Considering the price points in the market for Maggi, it should continue to
position itself in the Snacks.
Affordable by all income groups
Differentiated packaging
Lower price point strategy
Mill pack for Rs.5 — targeting the lower middle class as well as those who
want to consume in lesser quantity.
Inflation effect on volume than price – Reduction of 100gm pack to 95gm,
keeping price as Rs. 10 only
Multi packs at cheaper price per noodles
Healthier products at higher price. Differentiated packaging.

Place
Wide distribution network.
Limited penetration in rural areas.
The company has a complex supply chain process.
Target hawkers/roadside eating joints
The distribution network is well spread
Easily available in all kirana stores, retail store etc.
Sales territories, Warehousing system
Product: -
Quality
Models and sizes
Packing
Brands
Service

Promotion: -
Nestle also followed up these launches with ‘It’s different’ ad campaigns.
Nestle was focusing their ads based on children’s taste and health.
In addition to promotional activities, Maggi associated itself with
mainstream television programme and advertised heavily on kids
programme and channels.
Maggi is now targeting it products at the entire family and not only kids.
Maggi has recently launched “MAIN AUR MERI MAGGI” campaign in
commensuration of 25 years of Maggi in India.

C
 MARKET PENETRATION STRATEGIES

Maggi started with promotional campaigns in the school to see the reaction of
Children after eating Maggi.

Started their advertising straight focusing on kids.

Introduced new products like Atta noodles daalAtta noodles cuppa mania
Products are made available in different packages like 50,100,200,400 Gms.
Keep on conducting market research to understand changes in market.

Though Maggi has been successful every time, there were times when it faces.
Challenges. Some of these are:

Sales saw decline in 1990: The Company saw a decline the sales in 1990.
When the company tried to find out what the reason was, they came to
know that there was something wrong with the formula that spoiled the
taste. So the formula was changed from fried base to oiled dried base

Competition increased in noodle segment: When Maggi was enjoying being

the only noodle offering by any company. Top ramen entered the market as
a competition. This was a big challenge for Maggi. Though Top Ramen
couldn’t do well in India.

New product launched in market but fail – Nestle decided to expand its
offerings by offering DaalAtta noodles & Sambhar flavor noodles. But these
products were not welcomed by the people the very special taste of Maggi
was still ruling the consumer.

Maggi launched some new products: Ketchups, Soups, Taste makers etc.
but they were not successful.
 INTRODUCTION TO COMPANY PROFILE

Background — Nestle India ltd: -

Nestle India Limited (NIL) is the Indian subsidiary of the global FMCG major, nestle
SA. Nestle India Ltd. Introduced Maggi Brand to the Indian consumers with the
launch of Maggi 2 Minute Noodles, an instant food product, in 1982. With the
launch of Maggi noodles, Nestle India Ltd. Created an entirely new food category
– instant noodles – in the Indian packaged food market. Nestle, which world
knows
Cautious and conservatory company is a Swiss originated 140 years old
Multinational. The man at the helm is Swiss national Carlo Donati, an all
inspiration and image of the company.

His philosophy is ‘bottom line dictating top line’ based on delegation and
decentralization. It resulted from a merger in 1905 between the Anglo-Swiss Milk
Company for milk products established in 1866 by the Page Brothers in Cham,
Switzerland and the Farine Loot, Henri Nestle Company set up in 1867 by Henri
Nestle to provide an infant food product. Nestle India’s business objective and
that of its management and employees is to manufacture and market the
Company’s products in such a way as to create value that can be sustained over
the long term for consumers, shareholders, employees, business partners.
 The product mix of Nestle India consists of milk products and baby products
(42.5%), beverages (29.3 %), processed foods (14.4 %), chocolate and
confectionary (13.8 %).nestle India plans to expand business into similar and
diversified product categories. With an Employee strength of over 3000 and
turnover a US$ 497 million in 2003, Nestle. India is one of the leading companies
in the FMCG space in India. The company is acknowledged among India’s most
respected companies and among the top Wealth Creators of India.

THE COMPANY’S HISTORY

Year 1870–The Swiss Julius Michael Johann. Maggi (1846-1912) inherited the
family business: a mill Kemptal, near Zurich.

Year 1886– Several women were factory workers, thus the time available for
housework a. the preparation of meals was considerably reduced, a. working class
families suffered from poor nutrition. In view 46 161 states of affairs, the doctor
Schuler recommended the wide use of dried vegetables: pea’s a. beans, given
11616 466 nutritive values. Julius Maggi produced appliances for roasting and
grinding these vegetables, to make flour from peas, beans, lentils etc., and
enabling housewives to make a quick nourishing soup.
Year 1900– At the Universal Exhibition, Maggi won several medals and grand
prizes. Jules Magi set up home in Paris. The French head office was on the Place
de l’Opera, and the factory on the Boulevard Arago. Maggi now had depositories
in Paris, Berlin, Singen (Germany), Vienna and Bregenz (Austria). A number of
advertising texts written by Franck Wedekind had strong military undertones:

Year 1947–Maggi merged with the Nestle India firm.

Year 1948– Sopad took over from Nestle to handle production and marketing for
Nestle and Maggi products in France. Maggi now had eleven factories throughout
the world.

Year 1982–Nettle India Ltd. Introduced Maggi to the Indian consumers with the
launch of Maggi 2 Minute Noodles, an instant food product, in 1982. With the
launch of Maggi noodles, Nestle India Ltd. Created an entirely new food category
– instant noodles – in the Indian packaged food market.

Year 1984–Eating habits changed, and Maggi adjusted their products, with low fat
Bouillons, Bouquet Garni (“a little extra to add taste and give your dishes a festive
look l”), and “Soupes Moulinees”, a new line to add to their “Soup Time” range.
The ad announcing the new “Maggi 37abelin mix” had two sections: on the
“BEFORE” page, a man disguised as an oriental wise man levitates a magnificent
souff12, on the “AFTER” page, the same man holds the Maggi sachet in his hands
‘The magic formula to a successful 37abelin!”
Brand — MAGGI
Maggi is an over 100-year-old Nestle band of instant soups, stocks, bouillons,
ketchups, sauces, seasonings and instant noodles. It quickly became a pioneer of
industrial food production, aiming the improvement of the nutrition of worker
families.

Over time the scope of MAGGI has been extended from a predominantly
dehydrated cooking aid brand towards a general savory food brand including
many types of ready meals and also frown food. This is in line with the fact that
people all over the world are cooking less and less from scratch.

MAGGI BRAND IN INDIA

Maggi Comes to India — teething troubles Maggi noodles a launched in India in
theearly1980s. Carlo M. Donati, the present Chairman and Managing Director of
Nestle India Ltd, brought the instant noodle brand to India during his short stint
here in the early eighties. At that time, there was no direct competition. The first
competition came from the ready-to-eat snack segment which included snacks
like samosas, biscuits or maybe peanuts, that were usually ‘the bought out’ type.

The second competition came from the homemade snacks like pakoras or
sandwiches. So than were no specific buy and make snack! Moreover, both
competitors had certain drawbacks in comparison. Snacks like samosas are
usually bought out, and outside food is generally considered unhygienic and
unhealthy. The other competitor, ‘homemade’ snacks overcame both that
problems but had the disadvantage of extendedpreparation time at home. Maggi
was positioned as the only hygienic homemade snack! Despite this, Nestle faced
difficulties with their sales after the initial phase.
 The sole reason being, the positioning of the product with the wrong target
group. Nestle had position. Maggi as a convenience food product aimed at the
target group a working woman who hardly found any time for cooking.
Unfortunately, this could not hold the product for very long. In the course of
many market researches a. surveys, the firm found that children were the biggest
consumers of Maggi noodles. Quickly they repositioned it towards the kids
segment with various tools of sales promotion like color pencils, sketch pens, fun
books, Maggi clubs which worked wonders for the brand.
 PRODUCT LIFE CYCLE OF MAGGI
The product life cycle is the period of time over which an item is developed,
brought to market and eventually removed from the market. First, the idea for a
product undergoes research and development. If the idea is determined to be
feasible and potentially profitable, the product will be produced, marketed and
rolled out. Assuming the product becomes successful; its production will grow
until the product becomes widely available. Eventually, demand for the product
will decline and it will become obsolete.

INTRODUCTORY STAGE
Nestle launched Maggi in India in the year 1982 with its 2 minutes’ instant
noodles. When Nestle launched this product there were a lot of ups and downs,
with high failure rates. Maggi then had no competition and incurred high
production cost. A lot of research was also done in this stage which caused
frequent modifications.
GROWTH STAGE
Around 1985, the demand for Maggi had increased tremendously in India. The
entire development cost was recovered and moreover its sale rates had also
increased. In 1990 the demand for Maggi had dropped a little because of an
introduction of a new brand named Top Ramen. So in order to increase its sales
Nestle formulated a new flavor which wasn’t well accepted by its consumers.
Thus in 1999, Nestle re-launched the old flavor of Maggi, which in turn increased
its sales.
MATURITY STAGE
During its maturity stage, Maggi’s sales were at peak, production costs were low
and profits were high.

DECLINE STAGE
As we all know that Maggi is now banned in India due to its high lead content.
Thus it is going through its declining stage now. Nestle is conducting a lot of
research and if they come up with something new and better, then Maggi might
be selling its products in the future, or else after the declining stage, this brand
would become history in India.
 MAGGI BANNEDININDIA
The Bombay High Court on Thursday set aside the countrywide ban on nine
variants of Nestlé’s Maggi instant noodles, saying the national food regulator had
acted in an “arbitrary” manner and not followed the “principles of natural justice”
while banning the product.
The court, however, ordered Nestle India to conduct fresh safety tests on the
product before relaunching it.

The Indian unit of Nestle had challenged a June 5 order of the Food Safety and
Standards Authority of India (FSSAI) and a similar order by the Maharashtra Food
and Drug Authority (FDA) directing it to withdraw all variants of the noodles,
citing the presence of excessive lead.
While setting aside the ban, Justices V M Kanade and B P Colabawalla clarified
that Nestle India has to send five samples of the noodles in its possession for
fresh tests before bringing it back to the market.
]

The court said it was still concerned about “public health and public interest”.
“Even though it is two-minute noodles, it took us a lot of time,” the court said,
minutes after setting aside the ban.
The tests will be carried out within six weeks at three centers accredited and
recognized by the National Accreditation Board for Testing and Calibration
Laboratories (NABL): Vimta Labs, Hyderabad; Punjab Biotechnology Incubator,
Mohali; and CEG Test House and Research Centre Pvt Ltd, Jaipur.
Reacting to the order, Nestle welcomed the decision and said it would undertake
fresh tests of Maggi noodles.
Referring to the ban, the high court observed: “(The) principles of natural justice
have not been followed before passing the impugned order and on that ground
alone impugned orders are liable to be set aside, particularly when the petitioner
(Nestle India), one day prior to the impugned order, had given a press release that
it had recalled the product till the authorities were satisfied about the safety of
the product.”

The court also said that the food labs engaged by the FSSAI, which found
excessive lead in Maggi noodles, were not “authorized” under the FSS Act and
Regulations. Therefore, the results could not be relied upon, it said.
Besides, the mandatory procedure of giving a notice under the provision of
sampling and analysis was not followed, the court said.
During the arguments, FSSAI had alleged that Nestle India could not claim any
relief as it had suppressed facts and attempted to destroy evidence. The High
Court, however, negated this line.

Another question was whether FSSAI could impose a ban on Maggi noodles on
the grounds that the lead found in tests was in excess of what the company had
represented on its product approval application —- it was below the maximum
permissible limit. The answer to this was also negative, the court said.
As to the question of whether the FSSAI had “unfettered” discretion to decide on
standards to be maintained by companies such as Nestle India which
manufactures proprietary food or non-standardized food, the court’s response
was again ‘no’.
The court also observed that lab reports obtained by the company from its labs
and other accredited labs could not be considered.
Soon after the High Court passed its order, the FSSAI and the FDA sought a stay.
The court, however, observed that Nestle India had already said that it was not
going to either manufacture or sell Maggi noodles and refused to oblige the two
agencies. The court also allowed the company to seek approval for its tenth
variant, Maggi Oats Masala Noodles.

The company had earlier argued that the CEO of FSSAI, while passing the order,
had acted in an “emergent, drastic and arbitrary” fashion while raising doubts
over his jurisdiction.
Nestle also argued that the food regulator had not served any notice before
ordering a ban. Nestle claimed it has been operating in India for 30 years and had
a global footprint.
The government has also filed a class action suit against Nestle India seeking, Rs
640 crore in damages for alleged unfair trade practices, false 45 labeling and
misleading advertisements.

“Nestle India respects the decision made on August 13 by the Honourable

Bombay High Court to revoke the ban order passed by the Food Safety and
Standards Authority of India (FSSAI) and FDA, Maharashtra, on Maggi noodles and
will comply with the order to undertake fresh tests,” the company said.
 MAGGIRELAUNCHININDIA
It was Diwali two days in advance for several grocery stores and customers in the
city. Departmental stores across Mumbai had a special display Monday, right on
their entry gate in bold letters: “We are back”, “Maggi is back”. By the end of the
day, several small-time grocery shop owners admitted their entire stock had been
sold out once the word spread in the locality.

In a special rollout, Nestlé, apart from re-launching Maggi noodles back into the
market, also tied up with online portal Snap deal to register requests for home
delivery of Maggi noodles starting Tuesday. “We will start taking orders from
Tuesday. But delivery will be made after Diwali,” a Nestlé spokesperson told

Devilal Gayeri, Manager of Roman supermarket on Yari Road in Versova, said he

noticed a palpable excitement among the customers when they spotted Maggi
back on the shelves. “We have already sold 15 to 20 packets. The word will spread
to the entire area now,” he said.

Gayeri added that he had been receiving queries from regular customers
frequently about the anticipated relaunch date of Maggi. “While we did manage
to sell other brands when Maggi was banned, our sales dropped significantly,” he
said.
 At his store, the maximum packets were purchased by kids on Monday.
At Society Stores, Lokhandwala, three cartons of Maggi noodles were ordered
(288 packets). By 8.00 pm, less than a dozen were left. “We realized that people
have been tracking the launch date of Maggi. Everyone who visited the store
purchased a packet today,” said Manan Gade, who sits at the counter.
The store had made special arrangements to launch the noodles. “We had
decorated the shelf with stickers. Posters with “We are back” were put
everywhere,” Gade added.

While some shops managed to procure the product on the first day of its
relaunch, several stores were asked to wait due to high demand. At departmental
chains such as Big Bazaar and Star Bazaar the product was yet to hit the shelves.
“We placed an order for all our stores in Mumbai. But the delivery will come on
November 16,” said Suresh, from Great Home stores, Ahendri West. According to
him, several small shops in his area are waiting for Maggi’s delivery. “A lot of
people have inquired about the noodles in the last few days,” Suresh admit
Maggi noodles is presently being manufactured at three locations — Nanjangud
(Karnataka), Moga (Punjab) and Bicholim (Goa). For the other two locations at
Tahliwal and Pantnagar, Nestlé is engaging with authorities to obtain permissions to
initiate manufacture.
“We will make our best endeavor to reach the product to our consumers at the
earliest. We are in touch with our channel partners and distributors to achieve this,”
a release from the company said.

“The return of Maggi Noodles on the auspicious occasion of Deepawali and on the
day of Dhanteras is a moment of celebration for all of us… On behalf of over 7,000
Nestlé India employees, I would like to thank all our suppliers, distributors, retailers,
and millions of consumers from every corner of India and overseas for their
support,” said Suresh Narayanan, Chairman and Managing Director, Nestlé India.
Meanwhile, the Food and Drug Administration (FDA) is set to routinely test samples
of Maggi noodles once they hit the entire market in a few days.

“We will continue the routine procedure of testing packaged food items to check for
any contravention as per Food Safety and Standards, Act. In this case, if any norm is
flouted, we can send another notice to Maggi,” said Dr Harshdeep Kamble, FDA
commissioner.

Last month, Nestlé received clearance from three laboratories, as per the Bombay
High Court’s directive, for safety of its noodles. The laboratory test was conducted to
check whether excessive lead was still present in its noodles. The product was
banned earlier this year after excessive lead and monosodium glutamate, a flavor
enhancer, was found in it.
 MARKETING STRATEGIES OF MAGGI TO RELAUCH IN
INDIA
Nestle India has increased its marketing of Maggi as it prepares to present results
of the re-test conducted on samples of the instant noodles brand to the Bombay
High Court.

The court had on August 13 order directed the company to complete the tests in
six weeks. Nestle has tied up with smartphone apps to create a buzz around the
year-end re-launch. Users of apps like Haaptik, an online directory, are receiving
mailers that the service will alert them when Maggi arrives in stores.

The company has been uploading videos for its Miss-You Maggi advertising
campaign unveiled a month ago. The advertisements speak of how Maggi was a
crucial snack at any time.

The Miss-You Maggi campaign is supported by a twitter hashtag ‘wemissyoutoo’

that had surfaced right after the Bombay High Court verdict on August 14. The
hashtag has received about five million impressions, according to MindShift
Metrics, a digital agency that maps reach and trends on social media.
Nestle has also uploaded a new corporate advertisement on YouTube that
highlights its journey in India over 100 years. While Maggi is not part of this film,
brand experts said the assurances of safety and quality would rub off on the
brand as well.

Nestle India Managing Director Suresh Narayanan recently said the company
would ensure Maggi’s relaunch was a memorable experience. Many of these
initiatives would be digital, Narayanan said, to address “24 by 7” audiences.

It is unclear whether Nestle will appoint brand ambassadors for Maggi. Narayanan
admitted the company had not thought about it. During the Maggi recall, the
brand’s past and present endorsers, including actors Madhuri Dixit, Amitabh
Bachchan and Priety Zinta, were served notices by the Uttarakhand Food and
Drug Administration for making false claims.
 SOCIAL MEDIA SUPPORT TOWARDS MAGGI
When the Maggi ban was first heard of, social media went buzzing with hilarious
memes as well as genuine queries from consumers. According to an analysis done
by Simplify360, it was found that the general tone of the posts on the social
media sites, tend to suggest a high degree of disbelief and hurt that a trusted
brand would stray from the path. Topics like #Maggiban, #MaggiInasoup kept on
trending for weeks. On June 5th, the global head of Nestle decided to withdraw all
the variants of Maggi from India, citing that the current scenario is not conducive
for the brand.
Commenting on whether Maggi has taken the right social media strategy, Vinish
Kathuria, Chief Operating Officer, Digital Quotient said, “There is no right and
wrong thing in this case. Being a global brand, there must be few guidelines which
they have to adhere to like- Don’t speak much in moments of crisis. The reason
being, sometimes over communication can infact magnify the initial problem and
they may face some legal consequences because of it. But from my point of view,
right now the communication route which Maggi has taken is quite passive, which
loyalists might not appreciate. It is very important to keep these followers on your
side; a certain appreciation for the fans is not a bad idea. Don’t be aggressive, but
a non-product consumer centric strategy is recommended.”

Vipin Dhyani, Founder & Chief Creative Director, Thought shop Advertising & Film
Productions feels the only reason why the brand should continue with its social
media communication is because, if you keep mum, then things have a tendency
to blow out of proportion. “So whatever the situation might be, whether positive
or negative, the brand needs to communicate in a polite and a positive way.
Even if, they don’t have any backup plan, they should assure people that they are
working towards it. Maggi has played a vital role in everyone’s life and has been
like their best friend in moments of crisis. It is now very difficult for people to
accept, that their favorite brand which boasts of several varieties is not there,” he
cited.

He further added, “Every brand works towards 100% efficiency and this
controversy has left a huge dent in terms of the loss for the company. People are
aware, that this must be one of the cases and obviously the R&D would love to
save the product. They should infact, do something similar to what Cadbury and
Coke did, when they were faced with crisis. The brands used their celebrity
endorsers in the campaigns, and showed them in some R&D factory, telling the
viewers that their products are absolutely safe for consumption.”
TWITTER RESPONSE TOWARDS MAGGI
 QUESTIONNAIRE ANALYSIS
1. Do you purchase ready to eat products available in the market?

PARTICULARS FREQUENCY PERCENTAGE

Yes 30 100%
No 0 0%

NUMBER OF RESPONDENTS

YES

DATA INTERPRETATION:
From the above table it can be inferred that100% of the respondents prefer
ready to eat products available in the market.
2. Are you a consumer of Maggi?

PARTICULARS FREQUENCY PERCENTAGE

Yes 25 95%
No 5 5%

25

20

15
NO
10
YES
5

0
YES NO

DATA INTERPRETATION:
As per the studyit is clearthat 95% of the respondents are consumers of
Maggi and rest 5% do not prefer Maggi.
3. If yes, which Maggi products in noodles category do you regularly buy?

PARTICULARS FREQUENCY PERCENTAGE

Maggi masala 23 93%
Maggi veg Atta noodles 2 2%
Maggi cuppa mania 3 3%
others 2 2%

NUMBER OF RESPONDENTS

MAGGI MASALA
MAGGI VEG AATA NOODLES
MAGGI CUPPA MANIA
OTHERS

DATA INTERPRETATION:
From the above pie chart, it can be concluded that 93% of the respondents
regularly buy Maggi masala noodles, 2% of therespondents buy Maggi veg
aata noodles, 3% buy Maggi cuppa mania and 1% buys others. it can have
interpreted that Maggi masala noodles are frequently consumed by the
respondents.
4. How long have you been buying noodles?

PARTICULARS NUMBER PERCENTAGE

From childhood 23 93%
Since 10 years 3 3%
Since 5 years 2 2%
Since 2 years 2 2%

from child hood

since 10 years
since 5 years
since 2 years

DATA INTERPRETATION:
As per the questionnaire circulated it is seen that 93% of the respondents
are buying Maggi noodles from their childhood and rest of them are buying
since 10 years, 5years and 2years respectively.
5. According to you which age group prefers Maggi most?

PARTICULARS FREQUENCY PERCENTAGE

4-12 19 89%
13-26 7 7%
27-40 3 3%
41-above 1 1%

20

15 4-- 12

10 13-26
27-40
5 41-above
27-40 41-above
0 13-26
4-- 12 4-- 12
13-26
27-40
41-above

DATA INTERPRETATION:
From the study it can be concluded that 4-12 age groups prefer Maggi
most.
6. What is the frequency (by family) of its consumption in your routine?

PARTICULARS FREQUENCY PERCENTAGE

Once a day 1 1%
Twice a week 3 3%
Once in two days 1 1%
Once in 2 or 4 days 1 1%
Once in week 2 2%
occasionally 22 92%

25
20
15 once a day

10 twice a week
once in two days
5
once in 2 or 4 days
0
once in week
occasionally

DATA INTERPRETATION:
According to the current survey, the frequency of buying Maggi noodles has
come down i.e. 92% of the respondents buy Maggi noodles occasionally
and rest buy Maggi noodles once a day, 2% of therespondents buy once in
a week and so on.
7. Your comment on prices of Maggi product?

PARTICULARS FREQUENCY PERCENTAGE

Affordable 27 97%
High 1 1%
Low 2 2%

30
25
20 affordable
15
high
10
low low
5
high
0
affordable
affordable
high
low

DATA INTERPRETATION:
As per the study it can be inferred that 97% of the respondents are satisfied
about price of Maggi noodles. 1% of the respondents feel that price of
Maggi is high and 2% ofthe respondents feel that price of Maggi is low and
remaining feels that it is high.
8. How do you perceive Maggi products?

PARTICULARS FREQUENCY PERCENTAGE

Good for health 6 6%
Ready to eat 17 87%
Junk food 2 2%
Tasty/fun eating 5 5%

18
16
14
12
10 good for health
8 ready to eat
6
junk food
4
tasty/fun eating
2
0
good for health ready to eat junk food tasty/fun
eating

DATA INTERPRETATION:
From the above bar diagram, it can be highlighted that 87% of the
respondents perceive Maggi products as ready to eat product.
 9. You came to know about Maggi from?

PARTICULARS FREQUENCY PERCENTAGE

Newspaper 2 2%
Radio 1 1%
Television 25 95%
Friends 2 2%
Others 0 0%

NUMBER OF RESPONDENTS

newspaper
radio
television
friends
others

DATA INTERPRETATION:
As per the study it is shows that 95% of the respondents know aboutMaggi
through television, 2% of the respondents know through newspaper, other 2% of
the respondents know through friends and remaining 1% of the respondents
know through radio.
10. Does the celebrity endorsement prompt you to purchase Maggi?

PARTICULARS FREQUENCY PERCENTAGE

Yes 9 9%
No 21 91%

100%
90%
80%
70%
60%
50% Series 2
40%
Series 1
30%
20%
10%
0%
yes
no

DATA INTERPRETATION:
According to current survey it can be concluded that 93% of the respondents
are not influenced by celebrity endorsement, only 9% of them are attracted
due to celebrity endorsement.
11. Which advertisement of Maggi influenced you to purchase Maggi after its
ban?

PARTICULARS FREQUENCY PERCENTAGE

Welcome back Maggi 3 3%
Khusiyon ki recipe 19 88%
mom’s Maggi
I miss you Maggi come 2 2%
back soon
Meri Maggi 7 7%

20
18
16
welcome back maggi
14
12
10 khusiyon ki reciepe mom's
8 maggi
6
I miss you maggi come back
4
soon
2
0 meri maggi
welcome khusiyon ki I miss you meri maggi
back maggi reciepe maggi
mom's come back
maggi soon

DATA INTERPRETATION:
As per the questionnaire circulated it is clear that 88% of the respondents get
influenced by the advertisement Khusiyon ki recipe mom’s Maggi,7% of the
respondents by Meri Maggi,3% of the respondents by welcome back Maggi and
2% of therespondents I miss you Maggi come back soon.
12. Do you think attractive advertisement help Maggi to increase the sales?

PARTICULARS FREQUENCY PERCENTAGE

Yes 26 96%
No 4 4%

30

25

20 no
yes
15

10

0
yes no

DATA INTERPRETATION:
From the study it can be inferred that 96% of the respondents think attractive
advertisement helps Maggi to increase its sale, 4% of the respondents think that
attractive advertisement does not help Maggi to increase its sale.
13. Do you think Maggi is a healthy product after its ban?

PARTICULARS FREQUENCY PERCENTAGE

Yes 9 9%
No 21 91%

25

20

15
no

10 yes

0
yes no

DATA INTERPRETATION:
As per the research conducted it can be concluded that 91% of the respondents
do not think that Maggi is a healthy product after its ban only 9% of the
respondents still think that it is a healthy product after its ban.
14. Do you prefer to purchase Maggi after its ban?

PARTICULARS FREQUENCY PERCENTAGE

Yes 9 9%
No 21 91%

25

20

15 yes
no
10

0
yes no

DATA INTEPRETATION:
The above bar diagram clearly indicates that 91% of the respondents do not
prefer to purchase Maggi after its ban and 9% do prefer to purchase it.
15. Does the Maggi ban effects your daily routine?

PARTICULARS FREQUENCY PERCENTAGE

Yes 3 3%
No 27 97%

NUMBER OF RESPONDENTS

YES
NO

DATA INTERPRETATION:
According to current survey it can be concluded that 97% of the respondents said
that Maggi ban do not affect their daily routine only 3% of the respondents said
that it affects their daily routine.
16. Do you think fame of the Nestle Company has come down after Maggi ban?

PARTICULARS FREQUENCY PERCENTAGE

Yes 25 95%
No 5 5%

25

20

15 no
yes
10

0
yes no

DATA INTERPRETATION:
It is found from the above bar diagram that 95% of the respondents think that
fame of the Nestle company has come down after Maggi ban and 5% of the
respondents think that Nestle company also have other products which are in
huge demand which keep Nestle’s reputation always high.
17. What strategies Maggi is using after its ban?

PARTICULARS FREQUENCY PERCENTAGE

Targeting the mothers 7 7%
Targeting the emotional 18 88%
attachment of people
towards Maggi
Targeting the youth 4 4%
Targeting the working 1 1%
women

NUMBER OF RESPONDENTS

targeting the mothers

targeting the emotional

attachment of people
targeting the youth

targeting the woking women

DATA INTERPRETATION:
From the above pie chart it can be concluded that 89% of the respondents feel
that Maggi is mostly targeting on emotional attachments of people.
18. Do you still have an emotional attachment towards Maggi?

PARTICULARS FREQUENCY PERCENTAGE

Yes 27 97%
No 3 3%

30

25

20

15 yes
no
10

0
yes no

DATA INTERPRETATION:
The study highlights that 97% of the respondents are still having an emotional
attachment towards Maggi and remaining 3% of the respondents do not have an
emotional attachment towards Maggi.
19. Do you think Maggi is regaining its position with the help of online
advertising?

PARTICULARS FREQUENCY PERCENTAGE

Yes 27 97%
No 3 3%

30

25

20

15 yes
no
10

5 no

0
yes
yes
no

DATA INTERPRETATION:
Through the researchit is found that 17% of the respondents think Maggi is
regaining its position with the help of online advertising.
20. Rate the satisfaction level considering all aspects of Maggi noodles?

PARTICULARS FREQUENCY PERCENTAGE

Very good 3 3%
Good 18 87%
Fair 6 6%
Below average 1 1%
Poor 3 3%

20

18

16

14
poor
12
below average
10
fair
8 good
6 very good

0
very good good fair below average poor

DATA INTERPRETATION:
According to the study it can be concluded that 87% of the respondents arehighly
satisfied,6% of them rated it as fair and remaining 3% rated it as very good and
poor respectively.
21. Any suggestions and other improvement would like to suggest?

PARTICULARS FREQUENCY PERCENTAGE

Sell Maggi without 5 5%
lead
Ban again 2 2%
Sell healthy and 18 88%
tasty Maggi
Good in 5 5%
advertising

NUMBER OF RESPONDENTS

sell maggi without lead

ban again
sell healthy and tasty maggi
good in advertising

DATA INTERPRETATION:
As per the suggestions given by the respondents it is found that 88% of the
respondents have suggested to sell healthy and tasty Maggi, 5% suggested to sell
Maggi without lead ,5% suggested that Maggi should be good in advertising its
products and 2% suggested that it should be banned again by the government.
Most of the respondents prefer ready to eat product available in the
market.
From the study it is found that 93% of respondents buy Maggi masala
noodles regularly because consumers feel that Maggi masala noodles is
tastier than other variants of Maggi noodles.
Through the research analysis it is found that 93% of the respondents buy
Maggi noodles since their childhood.
Maggi noodles are mostly preferred by kids, college students and adults.
Frequency of consumption of Maggi noodles has come down due to the
health issues.
Consumers are comfortable with the price of the Maggi noodles as it is
affordable.
95%of the consumers came to know about Maggi noodles
From television
It is found that attractive advertisements help Maggi to increase its sales.
Nestle is targeting mainly on emotional attachments of consumers to
relaunch Maggi noodles in the market.
95%of the consumers think that fame of nestle company has come down
after Maggi ban.
Focus on creating distinctive image, based on twin benefits of “INSTANT”
and “HEALTHY” with emphasis on health conscious.
Conduct promotional campaigns at schools in small towns with population
more than 10,000 to regain position in market.
Strengthen the distribution channel of the rural areas within 100 km of all
the metros
Company should concentrate more on television for advertisement, as
mostly people get attracted through television only.
The company should advertise its products by depicting attributes related
to health like nutrition values, % of vitamins, proteins, etc. this would help
customers in perceiving the product as healthy.
To gain maximum leverage in terms of profit the company should pay
emphasis on segments with age groups 25-35 and above. Targeting these
segments will not only enhance the company’s profit margin but also it wills
leverage the brand image of Maggi.
Conclusion Nestlé’s wise decision of merger with Maggi, made it pioneer in the
packaged food industry, specifically in India. Ease of preparing yummy dishes
instantly made it the first choice and preference for all the kids and their
mummas as well. Maggi’s consistent quality, continued innovations, skill to
identify the needs of society have allowed it to grab 90% of market share today, in
instant food products LOB. Maggi has continuously been expanding its product
line, which leaves behind the image of so called “One product concentrated
Brand” and hence less fear of being thrown out over night. Maggi has won the
King Position by its highly focused
 ANNEXURE

1. Name ___________
2. Gender ___________
3. Age ___________
4. Occupation___________
5. Income ___________
6. Do you purchase ready to eat product available in the market?
a) Yes
b) No
7. Are you a consumer of Maggi?
a) Yes
b) No

8. If yes, which Maggi products in noodles category do you regularly buy?

a) Maggi masala noodles
b) Maggi vegetables aata noodles
c) Maggi cuppa mania
d) Others
9. How long have you been buying noodles? _______________

10. According to you which age group prefers magi most?

a) 4-12
b) 13-26
c) 27-40
d) 41-above
 11. What is the frequency (BY FAMILY) of its consumption in your routine?
a) Once a day
b) Twice a day
c) Once in two or four days
d) Once in a week
e) Occasionally
12. Your comment on prices of Maggi products?
a) Affordable
b) High
c) Low
13. How do you perceive Maggi products?
a) Good for health
b) Ready to eat
c) junk food
d) Tasty\fun eating
14. You came to know about Maggi from?
a) Newspaper
b) Radio
c) Television
d) Friends
e) Others
15. Does the celebrity endorsement prompt you to purchase Maggi?
a) Yes
b) No
16. Which advertisement of Maggi influenced you to purchase Maggi after its
ban?
a) Welcome back-Maggi
b) Khusiyon ki recipe # mom’s Maggi
 c) I miss you Maggi come back soon
d) Meri Maggi

17. Do you think attractive advertisement helped Maggi to increase the sales?
a) Yes
b) No
18. Do you think Maggi is a healthy product after its ban?
a) Yes
b) No
19. Do you prefer to purchase Maggi after its Maggi?
a) Yes
b) No
20. Does the Maggi ban affect you daily routine?
a) Yes
b) No
21. Do you think fame of the Nestle Company has come down after Maggi ban?
a) Yes
b) No
22. What strategies Maggi is using to bounce back in the market?
a) Targeting the mothers
b) Targeting the emotional attachments of people towards Maggi
c) Targeting the youth
d) Targeting the working women
23. Do you still have a emotional attachment towards Maggi noodles?
a) Yes
b) No
24. Do you think Maggi is regaining its position with the help of online
advertising?
a) Yes
b) No
25. Rate the satisfaction level considering all aspects of Maggi noodles?
Very good
Good
Fair
Below average
Poor

26. Any suggestions or other improvements would like to suggest?

Marketing research-G.C.beri
Principles of marketing – phlip kotler
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