SWOT Analysis: Strength, Weakness, Opportunity and Threat

Strength:

 Introduced Large varieties of products like sauces, cubes, noodles and recipes mixes
 Brand name:
o Maggi: ”Ready to cook”
o In 2001, Maggi replaced Nescafe as company’s core brand.
o Brand value of Rs 3.7 billion
o In India ‘Maggi Noodles’ is recognized as a genre of products known as instant
noodles.
o It has become a lifestyle , a new food habit, great idea, cheapest branded food item
available in market
o Creating a superb taste needs a vision of adding value to food habits of people , it is
just more than satisfying crave.
o Name slowly “attached” itself to the sentiments of Indian consumer’s need without
disruption.
o Maggi personifies the basic principles of understanding consumers, innovating and
investing in the brand.
 Marketing techniques:
o it uses various jingles and taglines like “Mummy bhook lagi, Bas do minute, maggi
maggi maggi”, ”2-minute noodles”, ”Taste bhi, health bhi”, ”Just add garam paani
and carry on jaani” with its punch line ”Fast to cook good to eat”.
 Global presence
 Distribution channels
 Packaging:
o Differentiated Packaging
o Reduction of 100gm to 95 gm , keeping price as 10rs only.
 Affordable by all income groups
 Multi packs at cheaper price per noodles

Weakness:

 Negative mindset of consumer regarding its health consequences

 Same flavor in all categories of product
 Low availability in rural areas
 Limited penetration in rural areas

Opportunities:

 Can introduce different flavors in different categories

 Rural markets
 Indians Affinity to Chinese food
 Working youth

Threat:
 Ready to eat snacks like samosas, biscuits or peanuts
 Homemade snacks like pakoras or sandwiches
 Top Ramen is following cost differentiation technique, Maggi needs some product
innovation else it will get stereotyped as unexciting product. To deal with this it needs to
position itself as differentiated product.
 Negative perception of Maggi of being unhealthy in this health conscious market is a major
threat.

Large varieties of
products Rural markets

S Brand name
Marketing techniques
Global presence O
Working youth
Different flavors
Indians Affinity to
Distribution channels Chinese food

Ready to eat snacks

Negative mindset of
Homemade snacks

T
consumer

W Low availability
Limited penetration
Same flavor products
Top Ramen
Negative perception
of Maggi