Company: Maggi

Product name Maggi Instant Noodles

Maggi instant noodles are popular in India Pakistan and Malaysia & Bangladesh. Nestle has 39% market
share in Malaysia, where "Maggi" is synonymous with instant noodles,and had 90% market share in
India prior to a nationwide ban by the Food Safety and Standards Authority of India. Following the ban,
the market share was reduced to 53% in India. In Malaysia, fried noodles made from Maggi noodles are
called Maggi goreng.

1.Determining a competitive frame of references:

This is how a brand’s frame of reference is created. Frames of reference help us deal with the
overwhelming number of choices we have to make every day.

Identifying Competitors:
There are some competitors of Maggi noodles,the competitors of Maggi noodles are:

1. MR.Noodles

2. Sajeeb Instant Noodles

3 Knorr Instant Noodles

Analyzing Competitors:

MR. Noodles SWOT Analysis

SWOT Analysis
1.Greater efficiency achieved through the installation of
high-speed instant noodle production lines.

2.Lower distribution costs and exclusive sale contracts with

retailers.

3.Continuously proposing new product based on technical

Strengths breakthrough.
 1.Tough competition from other brands and restaurants means
limited market share.

Weaknesses 2. Marketing in other countries is not as efficient.

1.Align sale with marketing partners globally.

Opportunities 2. Cost reduction by restructuring production system.

1.Instant word immediately caught attention in market and
lots of company came into market.

2.Intense and increasing competition in ready to cook

segment.

Threats 3. Increasing local competitors.

Customer’s ratings of MR. Noodles :

(4.6out of 5 stars)

Sajeeb Instant Noodles SWOT Analysis

Strength:

1.Good advertising and visibility.

2.Good product distribution and availability.

Weaknesses:

1.Media generated news about health issues.

2.Brand loyalty is tremendous.

Opportunities:

1.Untapped rural markets

2.DINKS, single professionals

3.Newer tastes

Threats:

1.Price wars with other noodle brands.

Customer’s ratings of Sajeeb Instant Noodles:

(4 out of 5 star)

Knorr Instant Noodles SWOT Analysis

SWOT Analysis
1. High Brand Recognition Named Top Ten Brands .

2. Strong Marketing Strategy - mainly outdoor ads like bill boards long
with radio, digital media and news sites.

3. Uniquely positioned  noodles brand within rapidly growing Fast-

Casual segment.

Strengths
Weaknesses 1. Fewer locations than competitors.
 2. Conformity among franchises has proven to be somewhat of a glitch

for the company.

1. Expand into markets on East & West Coasts supported by strong
numbers of revenue growth.

2. Growth in the fast casual industry as a dining concept.

3. Increase Loyalty program incentives and customer engagement

activities.

Opportunities 4. More marketing and branding activities to boost brand image.

1. Competition from a highly crowded market space with Others.

2. Threat due to economic conditions – price instability.

Threats 3. Intense competition and higher costs of operations.

Customer’s ratings of Knorr Instant Noodles:

(4.5 out of 5 star)

2.Identifying optimal point of difference & point of parity:

Point of difference(POD):

Maggi noodles are instant noodles. The cooking time has been reduced to 2 mins of boiling. You
could instead make noodles at home starting from flour. There are noodle machines available
which will make strings from dough and expert chefs can pull out noodles from dough with their
hands. But the cooking time will then be 10 mins of boiling. Instant noodles are pre-cooked and
dried. They are cooked to 90% and 10% cooking is left as it is essential to restore water in the
noodles. Why not sell 100% cooked noodles? It’s possible, but they would have to be frozen.

Point of Parity(POP):

Maggi noodles is most popular food in the world & it can compete with other competitors, the
price is almost similar from others & it available almost everywhere.

3. Brand Mantras: A Brand Mantras is a short, 2–5 word encapsulation of everything about brand.

Company Name Brand Mantras

Nestlé (Maggi) Spreading Happiness in 2 minutes
4. Establishing Brand Positioning:

Maggi opened an entire new market for instant noodles. It tried to take at dig at Maggi by
directly calling itself ‘ Smoodles’ or smooth noodles. It urged customers ‘Don’t be a noodle. Be
a Smoodle’. The brand adopted product attribute based positioning and highlighted its
smoothness.

5.Communicating: This is how Maggi communicate.

Thank You