Study on brand declined/enhanced of Maggi during covid-19

A Project submitted in partial fulfillment of the requirements

for the award of
Post-Graduate Diploma in Management

By
Prashant Khulbe
Roll No. 170501007
under the guidance of
Ms. Juhi Gehlot Sarkar
Assistant Professor
IMT, Ghaziabad
Post Graduate Diploma in Management-Part Time
Institute of Management Technology
Ghaziabad 122 001
 Certificate
This is to certify that the Project titled "study on brand declined/enhanced of Maggi
during covid-19" submitted by " " (170501007) for the partial fulfillment of the requirement
of Post Graduate Diploma in Management- is a bonafide work carried out by them, under my
guidance and supervision.
The work has not been submitted by him/her elsewhere for the award of any other
degree/diploma.

Acknowledgment
We direct our deep sense of gratitude to "Ms. Juhi Gehlot Sarkar" for her expert guidance and
valuable inputs that gave us an exquisite insight about the Projection "study on brand
declined/enhanced of Maggi during covid-19."
We are highly obliged and thus express our gratefulness to her.
We are also grateful for giving us an opportunity to apply our knowledge of marketing in this
Research work.
We share the pleasure of this achievement with all our colleagues for moral and emotional
support in completing this research work in the area of marketing successfully.

PARTICULARS PAGE NO
INTRODUCTION

Coronavirus disease 2019 (COVID-19) is a respiratory infection that began by a novel

coronavirus called Severe Acute Respiratory Syndrome coronavirus 2 (SARS-CoV-2). The
virus is an adherent of the coronavirus family with zoonotic pathogens, i.e., the viruses cause
and spread illnesses between humans and several animals such as cattle, camels, cats, and
bats. The COVID-19 disease was initially noticed in late December 2019 in Wuhan, Hubei
Province, China, and spread worldwide two months later. About 200 countries have stated
different numbers of cases; however, the disease severely expanded in Spain, Italy, Germany,
France, China, Iran, the United Kingdom, and Turkey. COVID-19 had instigated more than
3.7 million confirmed cases and took the life of 270,000 worldwide till the 11th of April
2020, and these numbers were likely to rise intensely in the next few months.

To fight off the pandemic, the government of India imposed a strict lockdown throughout the
country. It meant everything apart from the availability of essential products and services
were shut. People resorted to indulge in only those products they deem necessary, which
affected the consumption patterns to a considerable extent. The supply chain of various
products was also affected. The shortage of products was due to workers' unavailability to
load and transport raw materials from warehouses to other facilities. Manufacturing and the
packaging of food and groceries suffered a great deal in the lockdown too. Covid-19 severely
affected the economy.

BRAND STORY

The MAGGI brand originated in Switzerland in 1884. It was formed by Swiss entrepreneur
Julius Maggi who had the idea to make food with good taste and nutritious value and be
accessible to working families, especially to women who are employed and do not get
enough time to prepare healthy food for the family. Initially, he wanted a powdered pea and
bean soup to provide nutritious and easy to cook food. In no time, it became a pioneer of
industrial food production. It was the first of its kind to bring protein-rich meal to the market.

It was later acquired by the Swiss-owned Nestlé and began export to India in 1983, well
before the indian economy globalised. At that time, there wasn't a straight direct competition
to maggi. It was positioned as a 2 minute noodle that was easy and fast to cook. The
packaged food market was not very large too. People were unaware about the concept of
noodles as a whole. Nestle started to focus on promotions to increase awareness. The main
focus was to attract mothers and inform how convenient it was to make Maggi. By the early
2000s, Maggi found a trustworthy consumer base in metropolitan India. The focus on the
promotion was the single most significant contributor to this rise. Maggi advertised itself
heavily on kids channels and programs. Maggi's popularity was significant because of its
high appeal to children.

PRODUCT PORTFOLIO

Maggi has a wide range of products under its belt which is divided into a number of segments
mentioned below.
 Noodles
o Maggi 2 Minute Noodle ( Masala , Chicken, Curry and Tomato)
o Maggi Special masala ( Sambhar taste)
o Maggi Vegetable Desi Cheesy
o Maggi Yummy Capsica
o Maggi Chatpata tomato
o Maggi Atta noodle
o Maggi fusion noodle
o Maggi chicken Noodle
o Maggi Cuppa mania

 Sauces
o Hot and Sweet chilly ssauce
 o Rich tomato ketchup
o Rich tomato ketchup (no onion and garlic)
o Pichkoo packs

 Cooking Aids
o Masala -ae- Magic
o Coconut Milk powder
o Magic cube vegetarian Masala

 Pasta
o Cheesy tomato twist
o Pasta Mushroom Penne
o Pasta masala Penne
o Pasta cheese Macaroni
OBJECTIVES

 To evaluate the expectations of customer from certain Maggi products

 To understand the performance of the brand "Maggi" in times Covid-19
 To find out the essential products in the portfolio since the lockdown
 To determine efficient strategies and policies of the products if needed

APPENDIX
NAME________

AGE
BELOW 18
18-25
26-35
36-50
ABOVE 50

GENDER
MALE
FEMALE

Occupation
student
working
self employed
unemployed

Monthly Family Income in ₹

Below 25000
25000- 50000
50000- 100000
Above 100000

Which Maggi products among them are you aware of?

Noodles
Ketchup
Soup
Pickles
Pasta
Which Maggi products among them have you tried?
Noodles
Ketchup
Soup
Pickles
Pasta

How many times have you tried any of the products since the lockdown?

1-5

5-10

Above 10

What is the medium of buying these products since the lockdown?

Online

Offline

Doesn’t buy.

On a scale of 1 to 5 where 1 is lowest and 5 is the highest, how important is taste while
choosing a product in times of covid
1
2
3
4
5
On a scale of 1 to 5 where 1 is lowest and 5 is the highest, how important is nutrition
value while choosing a product in times of covid
1
2
3
4
5
On a scale of 1 to 5 where 1 is lowest and 5 is the highest, how important is price while
choosing a product in times of covid
1
2
3
4
5
On a scale of 1 to 5 where 1 is lowest and 5 is the highest, how important is quantity
while choosing a product in times of covid
1
2
3
4
5