MARKETING ASSIGNMENT ON

FMCG PRODUCT- MAGGI NOODLES

BY GROUP 9
KETAKI KUNTE ROLL NO. 26
MANALI JADHAV ROLL NO. 22
HARHSHARAN NAGRA ROLL NO. 32
ROHIT ARORA ROLL NO. 40
HIMANSHU GOSAIN ROLL NO. 20
 INTRODUCTION
• Maggi founded by Swiss entrepreneur Julius
maggi
• Became pioneer by bringing protein rich and
vegetable meals in market
• Maggi brand synonymous with taste and quality
• International brand for soups, bouillons, cubes,
ketchups, sauces. Seasonings and instant
noodles
• Launched in India in 1982
• Market size of instant noodles is 2200 crores
• Market share in India less than 70%
• In India first instant noodle brand
• Particularly well known in India, Pakistan,
Australia, Nigeria, New Zealand, Malaysia and
Singapore
• Offers a wide variety of products in India
 MARKET TRENDS
• A trend is a set or sequence of events that has some momentum and
durability
• FMCG market treble US$11.6 billion in 2003 to US$33.4 in 2015
• Maggi noodles penetration level 30% indicating untapped market
potential
• Growth in Indian population an opportunity to branded product makers
to convert consumers to branded products
• Growth fuelled by estimated 200 million people shift to processed and
packaged food
• Rural marketing demands sachets in consumer goods
• Instant noodles not treated as main meals
• Increased health consciousness means growing demand for multigrains
and Atta noodles
 PRODUCT LAUNCH

• Strategy carefully planned and scheduled with goal

to make big happening and make big sales in short
time
• Launched in India in 1982
• Faced rejection when changed formulation in mid
90’s
• Returned to old formulation
• India largest market for maggi 90%market share
• After two decades maggi launching new products
 PRODUCT LIFE CYCLE
• CYCLE CONSISTING FOUR STAGE
 Introduction
A period of slow sales growth as product is
launched in the market. Profits are non existent
because of heavy expenses incurred with product
introduction
 Growth
A period of rapid market acceptance and
substantial profit improvements
 Maturity
A period of slowdown in sales growth because
the product has achieved acceptance by most
potential buyers. Profit stabilise or decline
because of increased competition
 Decline
The period shows a downward drift and profit
erode
 4 P’S OF
MARKETING
 MAGGI PRODUCT MIX
• All the products offered by a company to its customers.
• Product mix consists of a number of product lines.
• Product mix of any company has four dimensions:
1. Width
2. Length
3. Depth
4. Consistency
• Width: number of product lines a company offers
• Length: total number of items in the product mix of a company.
• Depth: the assortment of size, colour and models offered in each
item of the product line.
• Consistency: the relationship of various product line- end use,
production, distribution channel etc.
PRODUCT MIX OF MAGGI
 PRICING STRATEGY OF MAGGI
Since maggi is a FMCG product mainly consumed by youngsters and kids the company has
kept the pricing optimum and affordable to all which can be explained as below:

VARIETY OF MAGGI NET WEIGHT PRICE OF THE PRODUCT

(RS.)
1. Maggi Masala Noodles 70 10

150 20

300 40

450 60

560 77
2. Maggi Atta Noodles 80 21

320 78
3. Maggi Chicken Noodles 80 15

152 29

304 59
4. Maggi Cupamania 70 40
 PROMOTION STRATEGY OF MAGGI
The various promotion techniques used by
maggi are:

• Exchange offers
• Free gifts
• Use of print media
• Arranging competition on schools
• Organizing Maggi club for children
• Using big Bollywood entities to promote
the product
• Introduced new types of product.
• Followed a 360 degree marketing approach
DISTRIBUTION CHANNEL OF
MAGGI NOODLES
Two major types of distribution are:

• Distributing target traditional trade

which involves wholesalers and
retailers.

• Distributing targeting modern rate

which deals with the retail store
chains ex-Big bazaar, Reliance
Fresh,etc.
 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. This can be
done by using innovative tag lines.

TAG LINES USED BY MAGGI

 “TASTE BHI ,HEALTH BHI “
“BAS 2-MINUTES” (ONLY 2-MINUTES)
 “GOOD FOOD ,GOOD LIFE “
“MUMMY , BHOOKH LAGI HAI “ (MOM I’M HUNGRY )
 COMPETITORS
SUNFEAST YIPPEE
TOP RAMEN
NOODLES

SMITH & JONES

KNOR NOODLES

• CHING’S
NOODLES
SWOT ANALYSIS OF MAGGI
NOODLES
• STRENGTHS • WEAKNESES
1. Market leader 1. Perceived as unhealthy
2. Strong USP 2. Use of preservative of concern
3. Wide variety 3. Low rural market presence
4. Brand loyalty 4. Noodles not well accepted in
5. Strong advertising strategy India
6. Specialized in food industry 5. Minor distribution problems
7. Backed by strong parent
company
8. Strong distribution channel
9. Advantage of first mover in
market
10. Matched with Indian needs
SWOT ANALYSIS OF MAGGI
NOODLES
• OPPORTUNITIES • THREATS
1. Packaged and canned food 1. Presence of regional
industry growing competitors
2. Pricing strategies of other
2. High brand image
brands
3. Increasing level of income and 3. Less entry barriers in the
fast life industry
4. Increased affinity of Indians 4. Lot of substitute products
towards Chinese cuisine available
5. Presence of strong competitors
like ITC
 LITERATURE REVIEW

ARUNACHAL WOMAN CONQUERS MOUNT EVEREST ON

HALF-PLATE OF MAGGI NOODLES

THE TRUTH ABOUT MAGGI NOODLES-A BLOG BY REENA

DARUWALLA

THE ADVENT OF THE ATTA NOODLE

CONSUMER SURVEY

OBJECTIVE:
•To find out the behaviour of consumers in relation to various attributes.
•To find out the general trends in market with respect to instant noodle
market.
•To find peoples approach towards maggi -a instant noodle brand.
SAMPLE SIZE
The sample size taken into consideration while compiling and analysing the
data to come to a conclusion is 50 respondents
AGE GROUP
The age group taken into consideration is between 20 years to 50 years.
RESEARCH METHODOLOGY:
We have used both Primary as well as Secondary methods to collect the
respective data:
But prominently primary data is used.
In primary data questionnaire method of collective data is specifically used.
For secondary data the sources used are quickmba.com, Wikipedia, Times
of India, etc.
ANALYSIS OF
SURVEY
 AGE GROUP
20-25 25-30 30-35 35-40 40-45 45-50

10%
8%
56%
4%

14%

8%
 50

45

40 MONTHLY
35 SPENDING
NO. OF PEOPLE

30

25

20

15

10

0
50-100 100-150 150-200 ABOVE 200 NOT TOTAL
APPLICABLE

AMOUNT IN RS.
 TOTAL

NOT APPLICABLE

NO DIFFERENCE

PRICE
DIFFERNTIATING
FACTOR
BRAND

TASTE

0 10 20 30 40 50 60
NO. OF PEOPLE
 VARIETY PREFERENCE
CUPAMANIA
4%
NA
MULTIGRAIN
4%
NOODLES
12%

ATTA NOODLES
28%

REGULAR (MAIDA)
NOODLES
52%
 MORE FLAVOURS REQUIRED?
35

30

25

20
NO. OF PEOPLE

15

10

0
YES NO
MORE FLAVOURS REQUIRED? 33 17
 RATINGS
(5 BEING HIGHEST)
35

30
NO. OF PEOPLE
25

20

15

10

0
RATING 1 RATING 2 RATING 3 RATING 4 RATING 5
RATING FOR ATTRIBUTES
TASTE 3 1 5 23 16
AVAILABILITY 0 1 2 12 33
PRICE 2 8 12 16 10
PACKAGING 0 3 18 13 14
VARIETY 2 7 31 7 1
 VARIANTS PREFERRED

NA
4%

ATTA NOODLES
26%

MASALA MAGGI
60%
TOMATO NOODLES
6%

CHICKEN NOODLES
4%
TASTY/FUN EATING 9
PEOPLES OUTLOOK

GOOD TO HEALTH
2

9
JUNK FOOD

EASY TO COOK
30

0 5 10 15 20 25 30

NO. OF PEOPLE
 MOUTH PUBLICITY

50
45
NO. OF PEOPLE

40
35
30
25
20
15
10
5
0
YES NO
MOUTH PUBLICITY 46 4
 HEALTH PERCEPTION

36
NO

14
YES

0 5 10 15 20 25 30 35 40

NO. OF PEOPLE
AWARENESS OF NEW VARIANT
(OAT NOODLE)
YES NO

30%

70%
 CONCLUSION
 There are some who lead and are called market leaders and there are
some who follow, called followers. Maggi has been a leader for
decades and it is Maggi who educated Indian consumer about
noodles.
 People are shifting their liking from Regular variant to Atta noodles
i.e the healthy variant introduced by maggi to sustain against stiff
competition.
 Of course, their market share might get depleted in course of time,
by the entry of some very big players but Maggi will not sit silent.
They will also reinforce their activities which will ultimately benefit
the consumer.
 The consumers have suggested to introduce a Masala Atta Noodle
flavour which will also signify its “TASTE BHI HEALTH BHI”
tag line.
 People will definitely taste for a change, but it is very difficult to
change ones taste bud and the top of mind game, as Maggi has
become a generic name in India for their long presence…..
BIBLOGRAPHY
http://www.karteikarte.com/card/327646/difference-between-
product-range-mix-and-product-line
http://smallbusiness.chron.com/product-mix-639.html
http://slideshare.net/maggi
http://wikipedia.org
http://economictimes.indiatimes.com
http://maggi.in
http://noodles.blogspot.in
http://timesofindia.indiatimes.com
http://rajeshaithal.blog.in
http://euromonitor.com
http://nestleprofessional.com