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Ever since Henri Nestlé developed the first milk food for infants in 1867, which led to the saving of the life of a neighbour¶s child, the Nestlé Company had aimed to build a company as the world's leading nutrition, health and wellness company based on sound human values and principles. Nestlé with its global headquarters in Vevey, Switzerland was founded in the year 1866 by Henri Nestlé and today is the world's leading company in nutrition, health and wellness.They employ around 283,000 people and have factories or operations in almost every country in the world. The company's strategy is guided by several fundamental principles. Nestlé's existing products constantly grow through innovation and renovation while maintaining a balance in geographic activities and product lines. Nestlé never sacrifices their long-term potential for short-term goals. The company's priority is to bring the best and most relevant products to people, wherever they be, whatever their needs; throughout their lives. .The group produces among other things, beverages, confectioneries, milk products, bakery products, processed foods, chocolates, cooking aids, and pharmaceutical products. Nestlé has presence in 83 countries worldwide with 509 factories spread across Europe, America, Africa, Asia, and Oceania regions.
Product background:MAGGI 2-MINUTE Noodles is one of the largest & most loved snack food brands that defines the Instant Noodles category in India. Maggi has been a true childhood buddy. It took care of our hunger pangs when we were away from our parents in a hostel or on a camp. Continuing the practice, now it is the food kids eat without a fuss. It s that food which our moms let us have as a substitute to other outside food we would have otherwise eaten! Maggi seems to be just that perfect quick-snack between meals and is so easy to make that kids sometime make it alone. What s more it seems they now come enriched with calcium and proteins! Taste bhi! Health bhi! scream the smalls kids in the ad! Nestlé has been a partner in India's growth for over ninety years or so now and has built a very special relationship of trust and commitment with the Indian community. The company's activities in India have facilitated direct and indirect employment, and it also provides source of revenue to about one million people including farmers, suppliers of packaging materials, services and other goods. Nestlé India introduced the Maggi brand in India in 1982 through Food Specialities Limited (FSL). FSL marketed Maggi noodles, an instant noodles product, in India. For many years Nestle had sold the Maggi instant noodles in countries such as Malaysia, Singapore, Hong Kong, China and Japan. And thus leading the FSL executives to ask themselves, Why not India? Here Nestlé had to promote noodles not only as a snack but also as a concept, before it could promote Maggi as a brand. It therefore devised a two-pronged strategy to attract mothers on the 'convenience' factor and lure kids on the 'fun' factor. Gradually, the market for instant noodles began to grow. For the first time, consumers got something that was hygienically packed and convenient to prepare too. It was also the first fusion experiment on food in India. Instant noodles was an entirely new category in the country, but it was given an Indian twist in an attempt to Indianise it.
Nestlé's promotional activities for Maggi included schemes such as. Therefore.The Tastemaker was modified to suit the Indian palate. Dal Atta noodles 4. Cuppa Mania Masala Yo! Chilly Chow Yo! . Maggi is also sold in various packs which include the economy Rs. Maggi came in four variants: Masala. it still remains to be seen whether products like Maggi Atta Noodles. Thus Masala continues to be the flagship flavour in the rest of the country. Of these. the normal Rs. only two have survived Masala and Chicken. despite their 'health' focus. 2-minute noodles 2. would prevail in the long run. 5 pack. offering gifts (toys and utensils) in return for empty noodle packs. According to analysts. Chicken. Sweet & Sour and Capsicum. The company also decided to focus on promotions to increase the brand's awareness in the country. the focus on promotions turned out to be the single largest factor responsible for Maggi's speedy acceptance as a brand in India. and give importance to the perceived health benefits of traditional food. the latter sells largely in the eastern states. Currently Maggi has the following products and flavours under its noodles category 1. At the start. Even in the face of demand. analysts say that most of the Indian consumers are still conservative in their food habits. 10 pack apart from the family packs which have the 3-in-1 and 5-in-1 packs.Vegetable Atta noodles 3.
Market Analysis :Environment analysis :SWOT analysis of Maggi Noodles :- Strength Analysis y Strong Brand Weakness Analysis y y Health Issues Over-Dependence on one product y Market Leader Distribution Distribution y Distribution y y y Local Market Orientation Customized Packaging Strong backup Opportunities Analysis y y y y y y y High brand awareness of Indian consumer Packaging Industry Time constraint Newer flavors Capturing more rural market Growing youth population Growing affinity of Indian public to the oriental cuisine Threat Analysis y Competition y Changing consumer trends y Sectoral woes y Health related problems y Status consciousness .
Brand Image Subs titutes Chowmeen.Michael Porter s Five Forces Model An attempt is being made to study the forces affecting the sale of Maggi noodles. Packaging I ndus trial Rivalry Top Ramen . Buyers Customer Mind set. Fast food. Pasta NESTLE MAGGI . N ew Entrants No potential threat of new entrants for maggi noodles Suppliers Distributors Raw material suppliers. Chowmeen etc.
Segmented the market on the basis of lifestyle and eating habits of the indian consumer :. 4.bringing delight to them as well as their children. When found that the sales were not growing in spite of heavy promotion. Working women:It provided working moms with a choice of quick preparation of breakfast or snacks. Thus Maggi re launched itself on the fun platform. Maggi was the only player in the instant noodles category. they have appealed to a different segment in addition to the kids. Segmentation :1. Later as the health .it provides a quick snack to time savvy misers. 2. Youth: Maggi was popular among the youth as it was good to eat. research and surveys were done which clearly stated that kids were the largest consumers of the product. Initially it launched itself on the convenience platform targeting office going women. Targeting: On being launched.stationery hence. Aata which is a refined variety of flour and healthier than maida.Segmentation. Good to eat .Area wise. First it was marketed as an easy to cook snack with the tagline Fast to Cook.toys. 3.Currently. This development was a step back from being classified as junk food.targeting and positioning analysis. Kids :maggi has an addictive taste which brings delight to the kids. Convenience to savvy time misers . as it can be prepared in 2 minutes. POSITIONING: With every new campaign. Maggi took the health platform by launching Veg Aata noodles. But with the rising spending power of the newly emerging middle class and improving distribution network of Maggi. 3. Maggi has a larger urban presence showcasing the fact that affordability of Maggi in rural areas is still low.Maggi adapted various sales promotion strategies of free gifts.Also. rural consumers are set to be the primary targets in upcoming years. targeting the kids 2.easy to cook and popular. Maggi is also promoting its Rs 5 value for money pack to enhance affordability and reach for all socio-economic class of consumers 2.its major target markets include:1. which was used in Maggi products earlier appealed to all the health conscious people.Focus mainly on age and appetite of the urban families: In 2005.
Out of 5 Maggi s fast to cook parameter earned an average rating of 1. Taste bhi health bhi : even after the raising popularity of maggi. (On scale of 1-5 mark your preference of Maggi parameters. 5 for least) Fast to cook Taste Easy availability Value for money Hygienic compared to local products Response Response average total 1.60 3. which are more hygienic .93 2. 2. Taste and easy availability of are considered moderately important assets Maggi.93 with 1 being the best. Maggi was positioned as fast to cook and good to eat.72 2.Maggi was positioned as an instant snack which could be prepared in two minutes. the campaign of healthy Maggi was introduced as Taste bhi. Positioned their product as to get fast relief from hunger: Earlier. At the same time to improve on hygiene concerns they have started the campaign of Taste Bhi. Health bhi :1. 2minute noodles . 1 for best . 3.it was criticized on the grounds that it made use of maida. Health Bhi along with introduction of Atta Noodles and Rice Noodles. but than it repositioned its strategy as to get fast relief from hunger.good to eat.78 3. while consumers don t think much about Maggi in terms of value for money and hygiene.it introduced healthier substitutes of atta noodles and dal noodles.Positioned their product with the well known slogan: slogans Maggi has always believed in positioning their product with catchy slogans such as Fast to cook.consciousness of the masses came into picture. Perhaps Maggi should thing about restructuring the price and introduction of new 5 rupees pack is a right step in this direction. 4.repositioning maggi.97 208 294 300 389 429 108 Number of respondents Result: People perceive Maggi mostly as an easy to cook and fast to cook instant food and our results shows that.
Rice lovers Office goers.STPD Table Formulation Segmentation Age Kids Targeting Positioning Fast to cook Good to eat 2-minute noodles Differentiation Taste Eating Habits Youth Office goers/ Working Women/ Health Conscious People Flavours Lifestyle of urban families Taste bhi Health bhi Packaging/ Health products STPD Analysis Product Classic Noodles Veg. Aata noodles Rice Mania Cuppa Mania Target Segment Kids Health Conscious Teenagers. Working women .
According to the IDFC-SSKI report. Nestle s share in the above has risen to around 30% from around 20% in the last few years.Noodles still arent taken as proper food item). Indians generally don t adjust fast to new tastes and when Maggi changed the taste of its product in 1995. Since then. . Similar lower-price point strategy has already been followed by soft drink companies Coca-Cola and Pepsi. Maggi has a range of packs from single. The main problem that Maggi faced was the Indian Psyche. Hence in March 1999. the classic taste of Maggi was revived and it helped boost the sales of Maggi back up again.Marketing Mix :1. Maggi s taste has become its strength and has been one of the predominant factor in maintaining its high market share. which was used in Maggi products earlier appealed to all the health conscious people. by launching Nescafe Redimix in packs of Re 1 and Rs 10. thanks to the tweaks done to the Tastemaker. This development was a step back from being classified as junk food. Thus the pricing strategy of Maggi noodles is to keep increasing the supply of its products priced at Rs. This is being done to drive volumes through affordability. Affordable by all income groups. In 2005. since few would be willing to accept it as a meal (Indian Consumption Habits . it has decided to push the smaller 5 rupee pack of Maggi 2-minute noodles aggressively. The company reportedly wanted to inject fresh life into the brand. even as the company extends Maggi into new product categories. Price : Considering the price points in the market for Maggi. Aata which is a refined variety of flour and healthier than maida. double to 8 pack and the price per pack decreases as the pack gets bulkier. Nestlé was in for a major shock.maggi altered its strategy. the move backfired causing them to bring back the original recipe. Thus. Maggi lovers all over the country rejected this new formulation. When Top Ramen introduced snoodles.Product:MAGGI 2-MINUTE Noodles is one of the largest snack food brands in the country and defines the Instant Noodles category in the country. Nestle had also used this strategy effectively for Nescafe coffee. Maggi took the health platform by launching Veg Aata noodles. 10 or less. almost 60% of FMCG sales volumes come from pricing points below 10 rupees.The new formulation had thinner noodles and a changed flavour. it should continue to position itself in the snacks and breakfast category itself. Sales started declining alarmingly and even maintaining the previous year's sales level seemed very difficult. MAGGI 2-MINUTE Noodles has been renovated to provide 20% of the RDA* of Calcium and Protein for the core target group. 2.
Promotion strategies:Retailers Sales Promotion Initiatives:1. Nestle India Ltd has had promotional schemes such as a free 4 piece pack with that of 36 instead of 40 packs 5. This would make sure that Maggi is no more an aspirational product for any socio-economic class of customers. children under 14 years of age were invited by press advertisements and distribution of leaflets to become a member of Maggi Club by sending logos cut from 5 empty Maggi . It happens to be the most widely distributed product of Nestle in India.g. 3. Large pack sizes are displayed at the top with decreasing pack sizes as going downward(To increase visibility of larger packs) 6. Maggi makes use of well stretched distribution channels of Nestle to reach out its customers. Even then Maggi has a strong urban presence.3. 4. Maggi Fun book and stickers with funky animal facts were provided to children Organized Retails Sales Promotion Initiatives(Promotional schemes by Retailers and not by Nestle India Ltd) 1. Place: The distribution network is well spread. New challenges have emerged in form of retailers coming up with their own brand of instant noodles which are priced around 25% below the prices of Maggi and still offer around 30% profit margins to the retailer in comparision with 12-15% of other FMCG companies. 7% discounts on 6 piece pack of 56 MRP 5 Rs. Discount on 8 piece pack of 78 MRP Company is coming up with schemes like giving one soup pack with an 8 piece pack In past. Maggi is available in all parts of the country and generally in all kinds of stores. To counter this Maggi is trying to build independent channels and bring out a new 5 rupee value for money pack. Maggi was distributed free in schools and offices to promote trials of the product 2. Reliance Mart) Public Relations The Maggi club: In the recent past. Outer display shelves in huge retail stores and malls are purchased by the company itself (e. Return gifts on empty packs were given 3. It faces minor distribution problems in the rural area and in parts where even the 10 rupee pack is not affordable. 2. 4.
The activities directly and indirectly boosted the sales by great numbers 3. Also special privileges were given to regular members time to time like. Benefits to Maggi Clubbers Various games like Snap Safari game. travel India game. Nestle had predominantly used television as the media channel. Maggi was a sponsor for Hum Log. discounted tickets of Appu ghar. However other media channels such as print and internet have been used for newer variants. This is because Maggi is now targeting its products at the entire family and not only kids. Disney today comics were given as gifts to the members in return of 5 wrappers as purchase proof Results of PR activities 1. an ad agency. Maggi Dal Atta noodles. Maggi got closer to the regular customers and entered the daily life of its consumers 2. Maggi Cuppa Mania was advertised the maximum among the various 'Instant Foods/Meals' product category on TV during January-October 2008 it had a share of around 19% of the Instant Foods advertisements. Maggi Rice Mania noodles and Maggi Cuppa Mania have been heavily advertised on TV. Maggi primarily used television advertisements.wrappers. These advertisements have been conceptualized and developed by Public India. Maggi sales increased from 1600 tons in 1983 to 4200 tons in 1985 as a result of this. Targeting New Segments Advertisements for Maggi Rice Noodle Mania variants like Shahi Pulao were mostly displayed on GECs (General Entertainment Channels) rather than kids channels. Maggi projected it as Maggi clubbers are fun lovers and intended to use it as a reference group. India s sole channel in 1984. . New Product Entries Newer variants like Maggi vegetable Atta noodles. Maggi has continued to use television as its primary advertising medium. a popular television show on Doordarshan. This show had a viewership of around 60 million. The PR activities contributed to the formation of valuable direct marketing database Advertising Strategies by Nestle for Maggi For the most part. Maggi also organized school quizzes and sketching contests. Television Media Initially Maggi was targeted at the working woman and later the upper middle class kids. To reach this audience. cap and mask sets.
It is also accessible from Nestle India s website. Maggi has relaunched its Maggi Club in an online version.com and facebook. which surveyed 750 respondents across New Delhi. Maggi uses a continuous advertising schedule for its TV ads since its products are not seasonal.in) has an India specific extension to enable it to rank higher in searches done from India. The idea of a club or engaging customer to constant cues by way of a social networking environment is picking up in India after the success of sites like orkut. Maggi has recently come out with advertisements in some weekly magazines for its new Atta noodles and Rice noodles variants. Maggi launched its Maggi Club in 1989 which allowed users to trade in empty covers for Maggi in return for exciting gifts. Registration to the Maggi club online is open only for those between 10-23 years of age. Other Media In-shop cut-outs of Maggi noodles were used to encourage impulse purchase. The site (www. Recognizing the growing exposure of Indian middle class kids and youngsters to the Internet. Maggi Rice Noodles Mania had the Highest Column Centimeter in Print during Jan-Aug 07 among the instant foods category.com. opinion polls. This strategy was a huge success among kids.Maggi noodles commercial ranked 3rd Mint-Synovate TV Advertisement Index survey. The content on the site is diverse and sufficient to keep viewers engaged.nestle. The site features a crossword. Print Media Maggi did not focus heavily on print media during its launch since its initial target audience was mothers and kids. contests. special offers and new introductions thus enabling direct marketing to the e-savvy audience. Users can also sign up to receive mails about Maggi promotions. Mumbai and Bangalore.Maggiclub. Internet Nestle India s website (www. Maggi introduced this advertisement in various magazines in 2003 to celebrate 20 years of its product in India. quiz of the day. TRPs for programmes as calculated by TAM Media Research are used by the company to decide its sponsorship strategy for different programmes aired on TV. Maggi Vegetable Atta Noodles had 92% share. It also encourages word-of-mouth promotion by allowing users to score points by spreading the word about the club. Some advertisements in the print media were used to highlight the convenience factor of Maggi. group discussions and a hall of fame to highlight top scorers.in) features all its recent Maggi offerings in its products section and allows users to view TV commercials online as well. The highest scorers are rewarded with gifts. Growth in noodles/pasta print advertising grew by 42% in Jan-May 05 compared to Jan-May 04. Of this. Maggi s expenditure on print media is much lower compared to other media. .
.07% 6.67% Number of Respondents 1 89 18 Age Group <20 20-25 25+ Number of respondents 108 Result:As already discussed we wanted to focus on the age group of 20-25. but majorly these two regions. So. As total 49% respondents are from north while 38% respondents are from west zone.93% 82. % of Respondents 0.96% Number of respondents 53 7 7 41 108 Which region do you belong to? North South East West Result: Due to constraint of medium of survey and majorly the survey being based in cities of Gurgaon. Result of this question shows that out of 108. 1. Age Group :Know the age group of the respondent and establish the same of the target market. 2.48% 6. this survey does not indicate the trend of whole India. Jaipur. Delhi. Region:Find out the popularity of Maggi in different parts of India and their behaviour analysis.Customer Analysis:A survey was conducted to analyse consumer behavior and to identify their perception towards Nestle Maggi by interpreting the answers through research and other techniques. % of Number of Respondents Respondents 49.41% 16.Majority of the respondents are from the North region and west region. .48% 37. more than 82% of the respondents were within this age group.
Where do you prefer to eat Maggi? Home Canteen Hostel Picnic % of Respondents 61. .96% 32.3. 4. Almost 30% of the respondents say that they eat Maggi at least twice a week.85% Number of respondents Number of Respondents 66 14 26 2 108 Result: Here we can see that as many as 61% of the respondents said that given a choice they would prefer to eat Maggi at home.26% 41 35 22 10 Number of respondents 108 Result: Here we can see the consumption pattern of Maggi. Frequency:Understand the consumption pattern of the proposed age group and its implications on the strategy.37% 9. It shows growing popularity of Maggi amongst the college going youth. Maggi still is able to capture large chunk of market share from this target group. and if they focus more on this groups than there is still a huge scope of improvement. Also.Preference of location: Understand the consuming pattern of consumers with respect to their preference of location to determine the promotion strategy.41% 20. While another 32% respondents vary between once a week to twice a week. Hence we can see that despite not targeting this age group exclusively.07% 1. all of whom are college going youth said they would prefer hostel.96% 24. So.11% 12. here we can see that Maggi is still considered the evening snack made at home. How frequently do you eat Maggi in a month? 1-3 3-7 7-15 15+ % of Number of Respondents Respondents 37. 24% of the respondents.
This shows the positive perception and perceived value of Maggi amongst consumers.5. Why do you eat Maggi? It is a preferential product No better alternative % of Number of Respondents Respondents 40. This shows superior quality of the product.19% 59. They can build and expand on it. Instant noodles market is growing at a very high rate and there are many new entrants in the market. . Reason for eating: Understanding the consuming pattern of Maggi and perception of Maggi amongst the consumers.81% Number of respondents 43 64 107 Result: For 40% of respondents Maggi is a preferential product. Other 60% feels that there is no better alternative that is why they consume Maggi. Maggi has great brand value. This means they would prefer Maggi over other alternatives.
which are considerably new in the market have almost catch up with Top Ramen so Maggi will have to be on its toes and will have to constantly improvise to retain its market leader s position.35 3. Players like Wai-Wai and Ching s Secret. .22.24 3. We can better explain it with the following surveys: Alternate Products Find out where Maggi stands in term of its direct rivals and to analyze it Result: Response Response average total 2.16 3. Maggi is faced with tough competition from both local manufacturers as well as other companies such as Top Ramen Snoodles. HUL instant noodles.due to consistent growth in FMCG market sector and increasing demand of food processing.22 3. Nestle had introduced Maggi as per the requirements of the customers in India targeting it at customers having time constraints. Rate the following products in order of preference Maggi Private Players (Spencer s) Wai-Wai Ching s Secret Top Ramen As we can see from the graph here. Other products are not much preferred and have almost similar ratings. Alternate Products Find out where Maggi stands in comparison of other instant.However. ready to eat products.03 Number of respondents 240 362 341 350 327 108 1. 1.leading by a large margin.chowmein and other instant foods. Maggi is by far the most preferred product amongst the instant noodles market with rating of 2.using appropriate positioning strategies and hence building high brand equity.Competitor¶s analysis :Maggi is the market leader in the instant noodles segment.
45.35 3. Further diversification or innovation with improvement in product will help in further establishing Maggi as the leader.09 2.Result: 2. .45 3.It has managed to develop consumer loyalty by its marketing tactics and strategies.76 3. Despite facing competition from Top Ramen snoodles and wi wi. Rate your taste preference if available as your ready to eat Maggi Frozen Paratha Chinese Noodles Frozen Pizza Pasta Response average 2. Frozen pizzas are also getting quite popular in this market. Other products have not gained much popularity yet.34 Number of respondents Response total 265 362 334 298 361 108 Maggi is the most preferred ready to eat product with a rating of 2. Maggi continues to be the market leader in instant noodles segment.
lead to significant growth in it s sales. which despite of ups and downs. Maggi has been a success story.taregeting and positioning. The market research conducted was extensive and laid a base for determining segmentation. This brand has understood the psychology of Indian mothers and positioned itself for mother-child indulgence.Conclusion :Maggi has been a brand which is very closely associated in our lives.which defines the growth story of Maggi. It has provided new dimensions to instant food markets capturing significant share of heart of consumers specially the kids and the youth. "Maggi has managed to enter Indian homes to change the traditional food habits of Indian children on their promise of convenience.its advertising strategies and appropriate media mix lead to capturing share of mind by increasing brand retention and brand recall. It defined new untapped markets and growth opportunities.Also. . The positioning of Maggi initially failed due to wrong targeting.but its repositioning strategy of targeting children and youth worked wonders. accompanied with efficient selling and distribution management. The marketing mix strategy which enabled availability of Maggi at every nook and corner of the city. continues to retain its position of market leader with 44 percent of the total share in instant noodles category.Business Week." . Despite being in a highly competitive market it has been able to be sustain it s customer base and share of market.
On the global front. Bregenz. Maggi has grown as a brand and positioned itself as a Fast to cook! Good to Eat! food product. More and more products followed out one after the other between 1887 and 1889. When the expected market breakthrough did not occur. He got in touch with physician Fridolin Schuler who had a concept for improving the nutritional content of meals for the labour classes by making packaged foods out of milled pulses or legumes. Julius went back to the drawing board and created the Maggi ready-to-use soups in 1886. The company that Julius had founded merged with Nestlé in 1947 and from then on Nestlé has been the proud custodian of this trusted brand. the first industrially produced leguminous flour was put on the Swiss market in 1884. which is the largest consumer of Maggi noodles in the world.Appendix A :History of Maggi: Maggi owes its name to Julius Maggi (1846 . Julius took over a hammer mill from his father in 1869.1912). The Maggi brand began to spread swiftly around the world. It was only launched in 1980 s by the Nestlé group. Berlin. and other various flavourings too. Born in Frauenfeld. He was the founder. He then launched the Maggi flavouring later in the year. Julius Maggi died at the age of 66 following a stroke but his legacy continues to this day. Maggi is primarily seen as a brand of dehydrated cooking aids that have slowly but surely transformed to being a universal savoury brand with numerous ready-to-eat meal variants and frozen foods. Over the years.MAGGI Soup Seasoning. entrepreneur and inventor of the first product to bear the brand . Singen. sauces and ketchups. Together they began developing their product and after two years of experimentation. Maggi was not only producing powdered soups. and London and also a representative office in the US. but bouillon cubes. . Julius opened subsidiaries in Paris. Towards the end of the century. At the time the milling industry was in crisis which enabled Julius to open up new areas of production. Switzerland. Vienna. However in India.
.Appendix B: Depicting the growth of magigi in the untapped Indian markets.
Project on Maggi noodles Submitted by:Section A Group .5 Aditi Atre 2010014 Abhinav Gogia 2010005 Akanksha Pahwa 2010021 Ankit Gupta 2010034 Anuj Arora 2010042 .
such as sauce and ketchups.The manner in which they repositioned themselves was remarkable. Justification and relevance:Think of noodles and the first name that comes to your mind is more likely to be Maggi. competitor¶s analysis and advertising strategies. Ever since Maggi noodles was launched it has managed to create brand faith and customer loyalty. the sales declined by large numbers and Maggi had to re. has evolved into a umbrella brand for Nestlé in the food segment. The brand which is famous for its range of instant noodles. When the traditional tastemaker was changed.lead them in achieving commanding heights. under which a variety of culinary products and cooking aids are sold all over the world. In addition. Maggi instant noodles has been a brand which defines how effective marketing strategies can help in reaping adequate profits and market share in the competitive arena. Maggi owned by Nestlé is a brand that created a category for itself in the Indian food market. they immediately changed their perception by introducing healthy substitutes of Maggi of vegetable atta noodles and dal atta noodles.targeting and positioning strategies based on geo-demographics and Indian psyche.introduce it¶s original taste. bhuna masala and even coconut milk powder.Topic of the study: To conduct a research on Maggi instant noodles. Their segmentation.targeting and positioning of maggi and presenting conclusions. . magic cubes. soups. customer analysis. an attempt is being made to study the segmentation. When Maggi noodles was perceived as an unhealthy product.on the basis of market analysis including environment analysis.The biggest strength of Maggi was its flexible approach and its ability to adapt itself as per the needs of the target market.
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