A

PROJECT REPORT
On
“A STUDY OF MARKETING STRATEGIES OF NESTLE IN
RESPECT OF MAGGI"
Submitted To

NMIMS GLOBAL ACCESS SCHOOL FOR CONTINUING EDUCATION

(NGA-SCE) ,

In the partial fulfillment of the requirement for the award of Degree of Master
in Business Administration (MBA)

MARKETING

(2022-2024)

Submitted By

ASHISH DIXIT

(MBA-2nd Year)

SAP ID:77221230931

1
 CERTIFICATE

This is to certify that ASHISH DIXIT, a student of the Master of

Business Administration (MBA) Course Specialization in
MARKETING, For Academic Session 2022-24, Narsee Monjee Institute
of Management Studies, Mumbai.

His project titled “A STUDY OF MARKETING STRATEGIES

OF NESTLE IN RESPECT OF MAGGI” which is in partial
fulfillment of the requirement for the above course, is being forwarded to
Narsee Monjee Institute of Management Studies, Mumbai.

2
 DECLARATION

I “Ashish Dixit” hereby declare that the following project report titled “A Study of
Marketing Strategies of Nestle in Respect of Maggie” is my original authentic & I
have put in my efforts meticulously to make this project to come up to the
expectations and pragmatically viable. The data collected is primary, authentic &
properly analyzed by me to the best of my ability. I also assure that the research
work is completely original and have not been copied from any other resources

Place: - Mumbai ASHISH DIXIT

Date: -30-01-2024
SAP ID:77221230931

3
 ACKNOWLEDGEMENT

This project is not one person’s solitary effort. Its successful completion is the
result of many different people to whom I owe a debt beyond repayment.
Unfortunately, I cannot acknowledge my indebtedness to all these people, so I must
necessarily limit my thanks to those who have helped me directly in making my
project work an incredibly pleasant task and to give final shape.

First of all, I express my deep gratitude towards NMIMS Faculty of Management

for their continuous support and blessings. Their support has rendered me great
help towards this project.

I am also thankful to respondents who gave their precious time and co-operation.

I am also thankful to all the faculty members who guided and helped me very
kindly at each and every step whenever I required as they supported me with full
interest. Last but not the least I express my heartfelt gratitude towards my parents
as it’s because of their support that I was able to complete this project successfully

ASHISH DIXIT
(MBA)
(MARKETING)

4
 UNDERTAKING

I, ASHISH DIXIT hereby undertake that the project work entitled

Project Title “A Study of Marketing Strategies Of Nestle In Respect

Of Maggi” is my own work and to the best of my knowledge and beliefs
is not submitted to any university for any degree.

5
 INDEX
Page.
S. No. CHAPTERS
No.

1 7-8
INTRODUCTION

2 9-36
COMPANY PROFILE

3 REVIEW OF LITERATURE 37

4 38
RESEARCH METHODOLOGY

5 39
OBJECTIVES OF STUDY

6 42
HYPOTHESIS

7 DATA ANALYSIS AND INTERPRETATION 43-53

8 FINDINGS 54

9 CONCLUSIONS & SUGGESTIONS 55-57

8 BIBLIOGRAPHY 58

9 ANNEXURE 59-60

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 INTRODUCTION OF MARKETING

Marketing is an organizational function and set of processes for creating,

communicating, and delivering value to customers and for managing customer relationships

in ways that benefit the organization and its stakeholders. Marketers with a stronger

consumer orientation and a broader management approach place emphasis, in defining

marketing, on its role in directing the flow of goods and services to the consumer. In other

words, marketing is not viewed as the actual performance of such functions as production and

design but as the influencing and guiding of these activities through the role marketing plays

in decision making. Marketing may also be defined as the activities involved in recognizing

consumer needs, developing products and services to satisfy these needs, and creating and

then expanding a demand for these products and services. While marketing, especially in its

use of marketing research and in its borrowing from the behavioral sciences, does to some

extent employ the scientific method, it can never control all the variables or exactly repeat

experiments with the same results. Therefore, marketing is more of an art than a science.

Like practitioners of other arts, the 2marketing person relies on skill, judgment, and intuition

in making decisions more often than on scientifically established certainties.

Definition of Marketing

“Marketing is the performance of business activity that directs the flow of goods and services

from the producer to consumer.”

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 INTRODUCTION TO THE TOPIC

The Project entitled “A study of marketing strategies of Nestle in respect of Maggi "

deals with the study of the Maggi Brand that was launched in India in the year 1983, by

Nestle India Limited, which became synonymous with noodles. Mainly, this project studies

the Marketing and Promotional strategies that are adopted by Nestle India Limited for Maggi

over the years. And also to know about the market position of Maggi as a Brand, how they

survived in the past, what all strategies they adopted to become a well known and well

established brand. The project aims at understanding the Marketing strategies of Nestle

Maggi. Research has demonstrated conclusively that it is far more costly to win a new

customer than it is to maintain an existing one. And there is no better way to retain a

customer than to exceed his expectations. For this purpose it is essential to know the level of

customer satisfaction.

The focus of my research was the measurement of customer satisfaction provided by Nestle

Maggi. There can be no better opportunity to interact with the external as well as the internal

customers of an organization. Finally the results of the research verify the fact that keeping

the customer satisfied is the best strategy to not only retains the existing customers but also to

expand the business to new horizons.

Fast-moving consumer goods (FMCG) – or consumer packaged goods (CPG) – are products
that are sold quickly and at relatively low cost. Examples include non-durable goods such
as soft drinks, toiletries, and grocery items. Though the absolute profit made on FMCG
products is relatively small, they generally sell in large quantities, so the cumulative profit on
such products can be substantial.

The term FMCG refers to those retail goods that are generally replaced or fully used up over
a short period of days, weeks, or months, and within one year. This contrasts with durable
goods or major appliances such as kitchen appliances, which are generally replaced over a
period of several years

8
 COMPANY PROFILE

INTRODUCTION OF NESTLE

Nestlé S.A. Is among the largest consumer packaged goods a company in the world, founded

and headquartered in Vevey, Switzerland? Nestlé originated in a 1905 merger of the Anglo-

Swiss Milk Company, which was established in 1866 by brothers George Page and Charles

Page, and the Farine Lactée Henri Nestlé Company, which was founded in 1866 by Henri

Nestlé, whose name meant "Little Nest". The company grew significantly during the First

World War and following the Second World War, eventually expanding its offerings beyond

its early condensed milk and infant formula products. Today, the company operates in 86

countries around the world and employs nearly 283,000 people.

PRODUCTS OF NESTLE:

Nestlé has 6,000 brands, with a wide range of products across a number of markets including

coffee (Nescafé), bottled water, other beverages (including Aero (chocolate) & Skinny Cow),

chocolate, ice cream, infant foods, performance and healthcare nutrition, seasonings, frozen

and refrigerated foods, confectionery and pet food.

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MAJOR COMPETITORS OF NESTLE MAGGI

Maggi instant noodles, foods major Nestle's flagship brand that has dominated the Indian

instant noodles market for nearly three decades, is losing market share on a monthly basis to

newer entrants such as

➢ GlaxoSmithKline's (GSK)

➢ Horlicks Foodles, Hindustan

➢ Unilever's (HUL)

➢ Knorr Soupy noodles,

➢ Big Bazaar's Tasty Treat, Top

➢ Ramen and several

➢ other smaller players,

According to data by market research firm Nielsen.

The data shows that Maggi's share of instant noodles, on an all-India basis, across

urban markets, has slipped consistently between December '09 to July '10 While Maggi instant

noodles (minus vermicelli) had a 90.7% share in December '09, the share dropped to 86.5% in July '10

on an all-India basis. A regional split of the data shows that Maggi's instant noodles' value market

share has fallen across the east, south, north and west zones for the same period. Analysts say with

10
new competition, Maggi's market share is certain to get impacted, but add that Nestle has the potential

to expand the Rs 1,300-crore instant noodles category – which itself is growing at a rapid 15%

annually.

HISTORY OF MAGGI COMPANY IN INDIA

Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestlé SA,

introduced the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an

instant noodles product. With the launch of Maggi noodles, NIL created an entirely new food

category - instant noodles - in the Indian packaged food market. Because of its first-mover

advantage, NIL successfully managed to retain its leadership in the instant noodles category

even until the early 2000s.NIL offered a variety of culinary products such as instant noodles,

soups, sauces and ketchups, cooking aids (seasonings), etc., under the Maggi brand (Refer to

Exhibit II for Maggi's product portfolio as of mid-2006). Of these, instant noodles had been

NIL's main product category in the culinary segment since the launch of Maggi 2 Minute

Noodles (Maggi noodles) in 1982. Over the years, Maggi noodles became a popular snack

food product in India. During the 1990s, the sales of Maggi noodles declined, and this was

attributed partly to the growing popularity of Top Ramen, another instant noodles product. In

order to improve sales and attract more consumers, NIL changed the formulation of Maggi

noodles in 1997. However, this proved to be a mistake, as consumers did not like the taste of

the new noodles. In March 1999, NIL reintroduced the old formulation of the noodles, after

which the sales revived. Over the years, NIL also introduced several other products like soups

and cooking aids under the Maggi brand. However, these products were not as successful as

the instant noodles. In the early 2000s, Maggi was the leader in the branded instant noodles

segment, and the company faced little serious competition in this segment. In the early 2000s,

NIL started introducing new 'healthy' products in accordance with the Nestlé Group's global

11
strategy to transform itself into a health and wellness company. In March 1999, NIL

reintroduced the old formulation of the noodles, after which the sales revived. Over the years,

NIL also introduced several other products like soups and cooking aids under the Maggi

brand. However, these products were not as successful as the instant noodles. In the early

2000s, Maggi was the leader in the branded instant noodles segment, and the company faced

little serious competition in this segment.

In the early 2000s, the Nestlé Group had been taking measures to transform itself into a

'health and wellness' company. The company had also set up new research and development

facilities with a view to improving the attributes of the existing Nestlé products to make them

healthier, and to develop new health and wellness products. Since the early 2000s, the Nestlé

Group had been introducing 'health and wellness products all over the world. In India, NIL

introduced new 'healthier' weaning and milk products in 2004.In March 2005, the Maggi

brand too took to the health route with the launch of Vegetable Atta Noodles. NIL made use

of the group's extensive research and development facilities in developing this new 'healthy'

product.

Nestle India Limited is the market leader in Indian Noodle Market with it’s Maggi Brand of

Noodles which was pioneer brand launched in 1983 in the packaged food market of India. It

took the challenge and established Maggi in Indian market considered to be conservative and

typical about food consumption. It appropriate realization of target segment, effective

positioning and effective promotion and sales made Maggi to Noodles in India as Xerox it to

photocopier. NIL had introduced sauces, ketchups and soups under Maggi brand to reap

benefit of brand popularity and image and contribute to financial gains by 1990.Maggi also

became successful in sauces, ketchups and soups Market in India. Though NIL tried to

extend to other ready to eat products like pickles, cooking aids and paste, It was unsuccessful

12
so dumped those products. Maggi Brand of products sustained recession in 2000 and 2001 in

India by introducing economy packets.

To fulfill novelty needs of customers and revitalize Maggi Noodles Brand NIL made

different attempts by introducing new formulation to new taste but customers resisted change

and Maggi had to reintroduce Maggi Noodles in same taste. Maggi Noodle had till 2005 five

product line on noodles with four variant in Maggi 2 Minutes Noodle. In 2006 in compliance

with NIL target to be “health and Wellness Company” Maggi repositioned it as health and

taste food products. NIL has also introduced with taste and product line in Sauces and Soup

Market under Maggi to catch new segment, revitalize brand, compete with other producers

and fulfill expectation of customers. In 2005 Maggi brand worth was 3.7 billion from 1.7

billion market worth in 1.7 billion in 2003. Maggi Noodle is Market leader with around 80%

market share in Noodles/Pasta and Maggi Sauce is market leader with almost 37% of market

share in 2005 in 1.8 billion market of India. Knorr has taken over Maggi in Soup market

recently. In 2005 Maggi was the highest spender in the Promotion and Sales in the Indian

Market in the Noodles Category. Maggi is competing with Heinz Sauces and Ketchup, Knoor

13
Soups, Kissin Sauces and Ketchup, Top Ramen, Sunfeast Pasta Wai Wai and 2 PM in

corresponding categories of products and variants.

MAGGI TODAY:

The year 2003 saw India leading in worldwide Maggi sales. The brand has grown to

an estimated value of Rs 160-170 crore and contributes at least 8 – 9% to Nestle India’s top

line. All the same, some FMCG analysts feel that the brand has not done much to expand the

noodles category. Even after 20 years of its launch, the size of the instant noodles market is

yet quite small at Rs 200 crore. But yes, the parent company, Nestle India Limited has

certainly encouraged the brand to enter into other culinary products. Carlo Donati told a

leading newspaper that he wants to sell two and a half times of what he is selling today, in the

next 10 years. Of course, being a first-mover - or even a market dominator - counts for

nothing if marketers let their guard down. Maggi noodles, which built itself on the taste-and-

convenience platform through the 80s and early 90s, started facing the heat from Indo

Nissin’s Top Ramen brand around 1995. The latter began pushing forward aggressively on a

combination of taste variants, smart audience segmentation and Shahrukh Khan’s brand

endorsement. Nestle promptly re-jigged its offering with a new taste - which didn’t go down

well with the consumer. In 1999, Maggi was re launched with its original taste, and sustained

efforts saw the brand reclaiming lost ground. Since then, the brand has been innovating

constantly to keep share. “Maggi adapted to local tastes and withstood competition over the

years and has continuously sensitised itself to the evolving Indian consumer,” says Martial

Rolland, chairman and managing director, Nestle India.

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MARKETING STRATEGIES

Marketing strategy is a process that can allow an organization to concentrate its

limited resources on the greatest opportunities to increase sales and achieve a sustainable

competitive advantage.

Marketing strategies serve as the fundamental underpinning of marketing plans

designed to fill market needs and reach marketing objectives. Plans and objectives are

generally tested of measurable results. Commonly, marketing strategies are developed as

multi-year plans, with a tactical plan detailing specific actions to be accomplished in the

current year. Time horizons covered by the marketing plans vary by company, by industry,

and by nation, however, time horizons are becoming shorter as the speed of change in the

environment increases.

Marketing strategies are dynamic and interactive. They are partially planned and

partially unplanned. See strategy dynamics. Marketing strategy involves careful scanning of

the internal and external environments which are summarized in a SWOT analysis. Internal

environmental factors include the marketing mix, plus performance analysis and strategic

constraints. External environmental factors include customer analysis, competitor analysis,

target market analysis, as well as evaluation of any elements of the technological , economic

, cultural or political/ legal environment likely to impact success. A key component of

marketing strategy is often to keep marketing in line with a company’s overarching mission

statement.

Once a thorough environmental scan is complete, a strategic plan can be constructed

to identify business alternatives, establish challenging goals, determine the optimal marketing

mix to attain these goals, and detail implementation. A final step in developing contingencies

15
if problems arise in the implementation of the plan. Once of the greatest needs of managers of

business is to understand and develop marketing programs for their products and services.

Business success is based on the ability to build around the “marketing concept,” which

directs managers to focus their efforts on identifying and satisfying customer needs – at a

profit.

Marketing continues to be a mystery … to those who create it and to those who

sponsor it. Often, the ad that generates record-breaking volume for a retail store one month is

repeated the following month and bombs. A campaign designed by the best ad agency may

elicit a mediocre response. The same item sells like hotcakes after a 30-word classified ad,

with abominable grammar, appears on page 35 of an all-advertising shopper tossed on the

front stoops of homes during a rainstorm! Your marketing results can be improved through a

better understanding of your customers.

Putting the customer first is probably the most popular phrase used by firms ranging

from giant conglomerates to the corner barber shop, but the sloganizing is often just lip

service. The business continues to operate under the classic approach –“Come by this great

product we have created or this fantastic service we are offering.” The giveaway, of course, is

the word we. In other words, most business activities, including advertising, are dedicated to

solving the firm’s problems. Success, however, is more likely if you dedicate your activities

exclusively to solving your customer’s problems.

Any marketing program bas a better chance of being productive if it is timed,

designed and written to solve a problem for understands and trusts. Marketing is a very

complex subject; it deals with all the steps between determining customer needs and

supplying them at a profit.

16
THE MARKETING CONCEPT

The marketing concept rests on the importance of customers to a firm and states that:

❖ All company policies and activities should be aimed at satisfying customer needs.

❖ Profitable sales volume is a better company goal than maximum sales volume.

To use the marketing concept, businesses should:

➢ Determine the needs of their customers( Market Research);

➢ Analyze their competitive advantages (Market Strategy);

➢ Select specific markets to serve(Target Marketing),and;

➢ Determine bow to satisfy those needs (Market Mix) .

17
MARKETING STRATEGY

Marketing strategy encompasses identifying customer groups(Target Markets), Which a

small business can serve better than its larger competitors , and tailoring its product offerings,

prices, distribution, promotional efforts and services towards that particular market

segment(Managing the Market Mix). A good strategy implies that a business cannot be all

things to all people and must analyze its markets and its own capabilities so as to focus on a

target market it can serve best.

TARGET MARKETING

Owners of small businesses have limited resources to spend on marketing activities.

Concentrating their marketing efforts on one or a few key market segments is the basis of

target marketing .The major ways to segment a market are:

❖ Geographical segmentation – Developing a loyal group of consumers in the home

geographical territory before expanding into new territories.

❖ Product segmentation – Extensively promoting existing best-selling products and

services before introducing a lot of new products.

Customer segmentation- Identifying and promoting to those groups of people most

likely to buy the product.In other words, selling to heavy users before trying to develop

new users.

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TYPES OF MARKETING STRATEGIES

Marketing strategies may differ depending on the unique situation of the individual

business. However there are a number of ways of categorizing schemes is presented

below;

STRATEGIES BASED ON MARKET DOMINANCE

In this scheme, firms are classified based on their market share or dominance of an

industry .Typically there are four types of market dominance strategies :

➢ Leader.

➢ Challenge

➢ Follower.

➢ Niche.

Production Distributor Wholesaler

Retailer

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MARKETING MIX

PRODUCTS OF MAGGI:

NOODLES:

MAGGI 2 – MINUTE NOODLES:

MAGGI 2-Minute Noodles is one of the largest and most loved food brands that defines

Instant Noodles in India. Continuing to spread joy as it has done for the last 25 years,

your favorite MAGGI Noodles is as tasty as ever and even provides essential nutrients for

all stage of your life.

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 MAGGI 2- MINUTE NOODLES

• MAGGI VEGETABLE ATTA NOODLES:

An offering that exemplifies ‘Taste Bhi Health Bhi’, MAGGI Vegetable Atta Noodles is tasty

because it is loaded with everyone’s favourite MAGGI ‘Masala’ and healthy because it now

has more real vegetables and is packed with the power of fiber.

MAGGI VEGETABLE ATTA NOODLES

MAGGI CUPPA MANIA:

Each offering of MAGGI Noodles has been developed keeping in mind the Indian palate and

what you like. Since in today’s fast-paced busy life, multitasking is a reality, you need

something that fits with your rushed lifestyle – a product which is tasty and healthy, is

convenient to prepare and eat and also satiates your hunger .MAGGI Cuppa Mania is a

combination of all the above! In an easy to carry on-the-go Cup format, MAGGI Cuppa

Mania comes in two mouth watering variants – Masala Yo! And Chilly Chow Yo! Packed

21
 with real vegetables and the goodness of Calcium, just add garam paani* to the Noodles

and voila! A cupful of delicious MAGGI Cuppa Mania is ready for you to carry on jaani!

MAGGI CUPPA MANIA

SOUPS:

➢ MAGGI HEALTHY SOUPS:

MAGGI was the pioneer of Instant Soups in India. The new MAGGI Healthy Soups have

been carefully prepared through the Research and Development efforts of Nestlé Group and

are even more delicious, quick to prepare, convenient and healthy taste bhi healthy bhi,

MAGGI Healthy Soups contain real vegetables, are low fat, low cholesterol and free from

synthetic colours and added MSG. These superior healthy soups are now available in an

enhanced range of 12 delicious variants:

Healthy Style

➢ Rich Tomato

➢ Mixed Vegetable

➢ Creamy Chicken

➢ Masala Noodles

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Chinese Style

▪ Hot & Sour Vegetable

▪ Sweet Corn Vegetable

▪ Sweet Corn Chicken

▪ Oriental Thai Noodles

Chef Style

• Cream of Mushroom

• Tangy Tomato Vegetable

• Sweet n Sour Tomato Noodles

• Palak Corn

SANJEENI MAGGI HEALTHY CUP:

Traditional recipes for good health, made with ingredients time-tested for their goodness, like

Amla, Spinach, Dal and tomato. Available in an easy to use cup-just add hot water and treat

you to a cup foll of good life.

MAGGI SOUPS

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SAUCES:

➢ MAGGI SAUCES:

MAGGI Sauces have been an integral part of the Indian consumers' household for

decades now. To cater to the diverse Indian palate, MAGGI has a host of variants like:

-The quintessential Rich Tomato Ketchup and Rich Tomato Sauce.

-The unique Hot & Sweet Tomato Chilli Sauce and Oriental Chilli Garlic sauce.

-The Indian style Tomato Chatpat Sauce Lip smacking tastes and vibrant packaging

make MAGGI Sauces true to its slogan - It's different!

➢ MAGGI PICHKOO:

Pichkoo is a small day pack which makes MAGGI Tomato ketchup affordable to a host

of new consumers. And now, MAGGI makes the delight "Bigger' by introducing a Bada

Pichkoo. A large tamoto ketchup day pack which ensures that the fun goes on and on its

endearing name, packaging and great taste evoke a resounding reaction."New MAGGI

Pichkoo - It's different!"

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 ➢ PASTA

➢ MAGGI PAZZTA:

To further delight the consumer, MAGGI now launches another range of products for tasty

and healthy eating – NUTRI-LICIOUS PAZZTA. This quick cooking pasta can be

conveniently prepared in just 5 minutes, at any time of the day that you want a tasty and

healthy light meal. MAGGI NUTRI-LICIOUS PAZZTA is made from 100% Suji, and is a

source of Protein and Fibre. It has being launched in two delicious flavours ‘Masala Penne’

and ‘Cheese Macaroni’.

MAGGI PAZZTA

➢ COOKING AIDS:

MAGGI MAGIC CUBES

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 MAGGI Magic Cubes enhance the taste of your everyday dish, making it a special for the

entire family. Available in two variants – Vegetarian Masala & Chicken – MAGGI Magic

Cubes are an ideal seasoning for a variety of dishes such as Veg Biryani, Chicken

Biryani, and Chicken Curry etc. And it’s so easy to use!

MAGGI BHUNA MASALA:

MAGGI is revolutionizing the Indian kitchen with its latest offering – MAGGI Bhuna

Masala. It is any mother’s ally for conveniently cooking great tasting, wholesome food

for the family every day. Based on intensive research and in-depth understanding of

Indian food habits and cooking practices, MAGGI Bhuna Masala allows the housewife to

prepare a large variety of tasty dishes without the hassle of chopping and frying. The

dishes retain that ‘special touch’ of the housewife as she adds her own spices….. Standing

strong on its promise of “Taste Bhi, Health Bhi”, MAGGI Bhuna Masala comes with "no

added preservatives", "contains only 1 tbsp* of oil" and "tastes just like

homemade." Gives you a perfect dish in three simple steps:

• Open the pack & pour contents in the pan

• Add vegetables/paneer/chicken/rajma etc.

• Add spices and cook MAGGI Kitchen Secrets Bhuna Masala comes in two variants:-

Bhuna Masala for Gravy Dishes- a ready- mix of Onion, Tomato, Ginger and Garlic

fried in refined oil. (Use it to make tasty dishes like Zaikedaar Chicken, Rajma, Kolhapuri

Mutton, Aloo Potol etc.)

Bhuna Masala for Vegetables and Dal- a ready- mix of Onion and Tomato, fried in

refined oil. (Use it to make tasty dishes like Palak corn, Dal Tadka, Bhindi Masala, Urlai

Roast etc.)

26
 BHUNA MASALA

PRICE OF MAGGI:

Considering the price points in the market for Maggi, it should continue to position itself in

the “snack” category itself, since few would be willing to accept it as a meal. The company is

taking no chances and is extending its distribution reach to smaller towns and cities. Maggi

happens to be Nestlé’s most widely distributed brand in the country. Through independent

channels, it reaches those villages where the company has no presence, according to Hegde.

This is also the time that Maggi’s value-for-money pack priced at Rs 5 is expected to come

handy. (The regular pack comes for Rs 10.)

PLACE (DISTRIBUTION);

• The distribution network is well spread.

• Easily available in all retail stores

• Distribution channel – PRODUCER - DISTRIBUTOR - RETAILER – CONSUMER

27
 EXAMPLE OF MAGGI PLACE (DISTRIBUTION)

PROMOTION OF MAGGI:

• They promote their product very effectively through television.

• They have applied the strategy of brand extension.

• They also sponsor various cookery shows to promote alternate usage of products.

• They also use strategy of free product samples to promote it.

• Celebrity endorsements. Eg. Javed Jafferi Promotion in maggi soup

• Less promoted as compared to maggi.

• No particular celebrity endorsement.

• The utter confusion regarding the long-term strategy for Kissan brand was visible

through the experiments that were conducted on this brand by Hll.

• But with a brand which had a tremendous equity during the late nineties and early 2000,

HUL had weird plans. One of the major casualties of MS Banga's Power brand strategy

28
 was Kissan. During the early 2000, the brand Kissan was rebranded as Kissan

Annapurna. Kissan Annapurna was marketing not jams and squashes by Atta, salt and

other staple foods. Later Annapurna and Kissan was splited into two separate brands, one

concentrating on staple foods and other on processed foods. This migration strategy

proved to be very costly for both Kissan and Annapurna brand. Kissan was synonymous

with Jams and Squashes during its initial years. Kissan Ketchup was a market leader in

ketchup segment but these experiments and myopic strategies pushed the brand behind

the focused and aggressive Maggi.

• So all through the period 2001-2005, Kissan was in a sticky wicket. But now according

to reports, the brand mandarins of HUL is now clear about Kissan as a brand for

processed food like Jams , ketchups and like, That change is visible in the recent

campaign of Kissan which takes a unique view of Ketchup. Taking the tagline “Ago

banaye pakode behtar" translated to “Making Pakode taste better".

MAGGI SAUCE AD – JAVED JAFFERY

29
 PRODUCT LIFE CYCLE OF MAGGI:

INTRODUCTION:

• The Product launched keeping in mind the working women and childrens.
• It was the pioneer in instant noodle market.
• Distribution Stage PRODUCER – DISTRIBUTORS – RETAILERS – CONSUMERS.
• PRICING: The initial pricing strategy was low pricing strategy to make product
affordable.
• PROMOTION
- Promoted with tag line “BAS 2 MINUTE.”
- Promotion done by giving gift on empty packs.
- Promotion in school.

GROWTH:

➢ Increased No. of sales.

• Accepted as ready to eat food.

• Enjoyed 50% market share valued at 250 crores.

• Profits begin to rise.

• Maggi become the No. 1 brand in Instant noodles market.

• PRICING: Prices were kept normal.

• PRODUCT: No any new changes

• PROMOTION: Promoted with the tag line “Good to eat fast to cook”

MATURITY:

30
 Declining sales growth

• Saturated market.

• Extending product line.

• Large promotional offers.

• Entrance of new players - During the period of 90’s MAGGI faces the tough competition
from TOP RAMEN.

• PRODUCT: MAGGI introduced wide variety of products like Dal atta noodles, chicken
maggi, and maggi cuppa mania.

• PRICE: Maggi still comes in very affordable prices starting from Rs. 5; they reduced the
quantity instead of increasing price.

• DISTRIBUTION: Distribution becomes more intensive. Various intensive programs for

encouraging products over other competitors.

DECLINE

➢ Sales saw a decline in 1990’s – Formulation changed from fried base to air dried base.

➢ New product launched but failed- Dal atta noodles sambar flavor

➢ Tough competition from Top Ramen.

➢ Failure of other products like Soups, Cooking aids etc.

31
 PRODUCT LIFE CYCLE

STRATEGIES ADOPTED BY NESTLE:

• Maggi introduced the magi sauce category and pizza variant. It is always easier to

promote a new product under the name of the established brand as the expenditure and

recognition time is less.

• Nestle also used the cultural base marketing in India as knowing the fact that Indian

people like Rice, they introduced Maggi Rice Noodles Mania.

• Nestle was able to successfully use the umbrella branding for Maggi. They introduced

many variant under the brand name of Maggi. By doing so, they were successful in

making the product popular.

32
• Maggi also successfully able to position its noodles in the minds of the consumers as the

fast food item.

• On the other hand they also introduced some categories which are having the complete

diet in the form of noodles. They said that these contain some protein and calorie level

which is must for the children. By doing the emotional marketing they were successfully

able to promote these products: MAGGI Vegetable atta noodles, Dal atta noodles, Rice

noodle mania, Healthy soup etc.

STRATEGIES ADOPTED BY NESTLE MAGGI:

Strong Customer Relations: The campaign designed by Nestlé for Maggi’s silver

jubilee hopes to work on the brand’s strong consumer connect through television, the

Internet and print. The jingle gets a prominent play in the television campaign. Nestlé,

India’s largest food products company has decided not to litter the sky with hoardings on

the occasion. Instead, the ads will play on nostalgia. Consumers who first sampled the

brand as kids now run households. The campaign seeks to strengthen the association.

Thus, customers will be invited to share their “Maggi moments” with the

company. If the company likes the way you prepare Maggi, you could find

your photo on Maggi packs. A new website called www.meandmerimaggi.com is also in the

works.

➢ Good Packaging and Strong Dealer Vendor Relations: Convenience was the unique

selling proposition of Maggi when it was launched 25 years ago. For the first time,

consumers got something that was hygienically packed and convenient to prepare. It was

also the first fusion experiment on food in India.

➢ Continuous process innovation: Instant noodles were an entirely new category in the

country, but it was given an Indian twist. Maggi came in four variants: Masala, chicken,

33
 sweet & sour and capsicum. Of these, only two have survived — masala and chicken

which sells largely in the eastern states. Masala continues to be the flagship flavour. In

the days that followed, it experimented with more variants, like a garlic- and onion-free

one for Gujarat. Some of these still exist, others were discontinued the turning point came

in 2005, when Nestlé came out with Maggi atta (whole-wheat flour) instant noodles. All

over the country, atta is considered healthier than maida or refined flour which the

company was using from day one. This helped the company take the health platform,

though Nestlé General Manager (food business) Shivani Hegde insists that the product

never ran the danger of being classified junk food. It was then that it added the tagline,

health bhi, taste bhi (health as well as taste).

➢ Repositioning as a healthier snack: It is no longer an aspirational product for any socio-

economic category of consumers, “says Hedge that was also the time when Nestlé was

repositioning itself worldwide as a health and wellness company. At the grassroots level,

Maggi started associating with quiz contests and other such events connected to mental

and physical well being. This positioning gave Nestlé the platform to launch more

products under the Maggi brand. It already had Maggi soups, sauces and coconut milk in

the market, but given the strong equity of the brand, Nestlé could now extend it to newer

categories. Thus, it recently came out with fried masala paste. In 2008, two brand

extensions — Maggi Bhuna Masala and Maggi Cuppa Mania Instant Noodles.

➢ Price Incentives: The Company is taking no chances and is extending its distribution

reach to smaller towns and cities. Maggi happens to be Nestlé’s most widely distributed

brand in the country. Through independent channels, it reaches those villages where the

company has no presence, according to Hegde. This is also the time that Maggi’s value-

34
 for-money pack priced at Rs 5 is expected to come handy. (The regular pack comes for

Rs 10.)

➢ Capturing New Customer Base: Maggi realised that one of the reasons for a low market

share in Gujarat was that most of Gujarati do not eat garlic and Onions so for Gujarat

Maggi has come up with a special product which is devoid of onions and garlic and

marketed it as Jain Maggi. This helped them gain a completely unconquered market of

Jain Noodle eaters.

➢ Maggi turns 25; Nestle comes up with new campaign; Nestle India is out with a new

marketing drive to mark the 25th anniversary this year of its instant Noodles brand,

Maggi Called Me & Meri Maggi, the campaign is celebrating the consumer’s bond with

Maggi. The company is doing“360 degree activation” across television, print and the

internet, beside on-ground activities. Nestle has also launched an interactive website for

the consumers, www.meandmeri.com In the packaging has been tweaked to

accommodate the pictures of consumers whose entries the Company chooses. “If a

consumer has a story to tell about Maggi will put him or her on the Packaging, TV or

print,” Nestlé had not even recovered from Macaroni’s dismal performance, when it

learnt to its horror that Knorr had dethroned Maggi as the leader in the soup segment (end

of 1997). The only saving grace for Maggi seemed to its ketchups and sauces, which were

turning out to the ‘rare’ successful extensions of Maggi. These products were supported

by a popular advertisement campaign for the Maggi Hot & Sweet sauce brand. These

humorous advertisements, featuring actors Pankaj Kapoor and Javed Jafri, used the

tagline, ‘It’s different.’ However, during mid-1997, HLL began promoting its Kissan

range of sauces aggressively and launched various innovative variants in the category.

Nestlé responded with a higher thrust on advertising and different size packs at different

price points. Though Kissan gained market share over the next few years, Maggi was able

35
 to hold on to its own market share. Meanwhile the operational costs of Maggi noodles had

increased considerably, forcing the company to increase the retail price. By early 1997,

the price of a single pack had reached Rs 10. Volumes were still languishing between

13,000- 14,000 tonnes.

MARKET PENETRATION STRATEGY:

• Started their advertising straight focusing on kids.

• Introduced new products like atta noodles dal atta noodles cuppa mania.

• Products are made available in different packages like 50,100,200,400 Gms.

• Keep on conducting market research to understand changes in market.

• Sales saw decline in 1990: The Company saw a decline in the sales in 1990. When the

company tried to find out what the reason was, they came to know that there was

something wrong with the formula that spoiled the taste. So the formula was changed

from fried base to oiled dried base.

• Competition increased in noodle segment: When Maggi was enjoying being the only

noodle offering by any company Top ramen entered the market as a competition. This

was a big challenge for Maggi. Though Top Ramen couldn’t do well in India.

• New product launched in market but failed- Nestle decided to expand its offerings by

offering Dal atta noodles & Sambhar flavor noodles. But these products were not

welcomed by the people the very special taste of Maggi was still ruling the consumer.

• Maggi launched some new products: Ketchups, Soups, Taste makers etc. but they were

not successful.

36
 REVIEW OF LITERATURE
REVIEW OF LITERATURE The Brand Maggi is strongly established as a Family Brand
with crisp brand equity in Indian market. The brand has always been known to have the first
movers advantage in the portfolios like noodles, ketchups, soups, sauce, etc. The parent brand
Nestle has been the strong symbol of family, shelter and warmth which brand Maggi has
innovatively capitalised. A nation-wide controversy flare up by the end of December
regarding the safety of Nestle‟ s Maggi Instant Noodles with Tastemaker after a presence of
impermissible level of lead was detected in the product pursuant to the sampling and testing
of Maggi by the Commissioner of Food Safety, Uttar Pradesh. In keeping with the
development, the FSSAI advised the Commissioners of Food Safety in various states to draw
samples of Maggi and get the same tested from authorized laboratories which resulted in 14
Indian States banning the sale of Maggi. The company is saying that the product is safe for
consumption and FSSAI is saying the product is dangerous for consumption. Both have been
defending one’s own side. These have created a dilemma among the consumers whether
Maggi should be consumed or not but, this row has impacted a lot in India and also will
impact in future also, till the final outcome will come. This is all about what began as a minor
labelling dispute that according to a local magistrate could have been settled with an INR
25000 fine, spiralled into Nestle’s worst public relations crisis to date in India. “Nestle
India’s result for the second quarter does not reflect the real picture, as adjustments are based
on mainly assumptions, and other expenses seem to be inflated,” said Sunita Sachdev, an
analyst with UBS Securities India Pvt. Ltd. “The Maggi issue will have a recurring impact,
and the next quarter is expected to give a better picture of where Nestle is heading. Also,
there is no clarity on when Nestle will be able to bring back Maggi that accounted for about
30% of its sales.” In a 15 June statement to the BSE, Nestle India had said that the recall and
destruction of Maggi noodles will cost the company about Rs.320 crore. With the Maggi ban
hitting sales of company’s other products as well, Nestle India’s new chief Suresh Narayanan
today said bringing the instant noodles brand back to the market is his top priority as he
sought to strike a conciliatory note with authorities. The company has also identified other
categories and looking at opportunities of introducing new products to overcome the
challenge that has resulted in the company recording its first quarterly loss in over three
decades.

37
 RESEARCH METHODOLOGY

MEANING

The approach to the research is considered in this part, from the theoretical underpinning to

the collection and analysis of the data. It begins with the extent of the research to provide the

specific guidelines of studying. The next part is concerned with the method of the research

that refers to the data collection and analyzing which is used in the research.

CONCEPTUAL CONTEXT OF THE RESEARCH

As the objective of the research focuses on sales potential of the accessories, it will help the

company to increase its sales, which is the prime objective of the company at this time. The

research attempts to generate awareness among the people of various are a like kalamana

naka no 4 regarding accessories and better after sales service

38
 OBJECTIVES OF STUDY

➢ To evaluate the brand performance of Maggi product.

➢ To study the customer behavior toward the Maggi product.

➢ To know the company’s marketing strategy.

➢ To study the customer satisfaction level after using Maggi.

➢ To find out the strategies adopted by the Maggi noodles brands.

➢ To understand the influence of Maggi as a brand on consumers mind set.

➢ Sources of Brand equity of Maggi like Brand awareness, Brand image,

Brandassociation, Brand recall

➢ To understand the Brand performance of Maggi products.

➢ To understand Brand Imagery, Brand Quality perceived by customers,

Brandcredibility, consideration, superiority and feelings.

➢ Brand Extension of Maggi in terms of product diversity.

➢ Analyse the repositioning of Maggi brand as a “Healthy product”and
theconsumers perseverance towards the same.

39
METHODS OF DATA COLLECTION

➢ PRIMARY DATA

The primary data used in this report include the questionnaire in which the

consumer/customer data is collected regarding their views towards Nestle Maggie

noodles. For primary data, I proceeded with the drafting of the questionnaire. The

questionnaire method was used-

a) To get first and relevant and unbiased information

b) Questionnaire provides versatility and solutions can be obtained by just asking the

questions.

c) Questioning is usually faster and cheaper.

d) Moreover, there is more control over data gathering activities.

➢ SECONDARY DATA

This will include data collection from various websites and books. It also includes data from

company and other referral sites and sources. Secondary data was also collected personally

by me, which the company has furnished for the general public. The secondary data was

gathered with the help of various magazines, newspapers, journals, brochures and also

through the internet.

➢ DATA ANALYSIS

There are some features of analyzing data that need to be borne in mind when choosing the

method for analyzing the research. The questionnaires were prepared to explore the

awareness and the usage of the accessories, availing of after sales service and their

satisfaction level, to help the company to increase its sales.

40
SAMPLE SIZE:-

Various areas of shanty nagar local area were covered in order to fill the

questionnaire. I interacted with 200 individuals in order to know about their awareness and

create need.

SAMPLE COMPOSITION

Owners of the various products of maggi. This consist of high and low end

customers.

RESEARCH DESIGN:

A research design provides the framework to be used as a guide in collecting and

analyzing data.

SURVEY RESULTS

Brand Associations
Sources of Brand equity like brand association of Maggi as a Brand was foundhighest with
the age group of 10-25 and the product category associated with it wasthe noodles category
(see exhibit 1). Consumers in the age segment of 10-25 couldeasily relate Maggi to
noodles.In the income wise category the brand association was highest with the incomegroup
of 25k-40k were more than 40 respondents associated Maggi with noodles(see exhibit 2). The
implications from the findings discussed above seem that Maggihas good brand association in
terms of noodles. Consumers presume Maggi as
Noodles and the company’s philosophy of projecting the brand as noodles brand
seem to be viable in this regard.

41
HYPOTHESIS

Quick food styles are catching up fast because of more number of workingcouples, domestic
fuel crisis, non availability of reliable domestic servants and breaking up of joint family
system. Neither time nor patience to prepare theingredients and wholesome food in the house
itself, the high price of ingredients andready mix are also a significant factor responsible for
the spectacular increase in thedemand for maggi noodles products.

1. There is no significant relationship between the impact of media and purchasedecision.

2. There is no significant relationship between influencers and purchase decision.
3. There is no significant relationship between preference for more new varieties andPurchase
decision.
4. There is no significant relationship between quality of noodles and purchasedecision.

LIMITATION OF THE REPORT

Every attempt will be taken to obtain the error free and meaningful result but as nothing in

this world is 100% perfect I believe that there will still the chance for error on account of

following limitations-

(1) Respondent‘s unavailability.

(2) Time pressure and fatigue on the part of respondents and interviewer..

(4) The project undertaken needs a lot of secondary data so the availability and precision of

this data forms the major limitation as the biasness has to be minimized.

(5) The results and conclusions of the project cannot be generalized in all area of an

organization.

(6) There was a shortage of time and resources for the functioning the operation

42
 DATA ANALYSIS AND INTERPRETATION

Following table shows the respondent gender

(Responded Sample Size:200 Customer)

Sr. no Category Responded Percentage

1 Male 149 74.5%
2 Female 51 25.5 %
Total 200 100 %

Interpretation: As per graph male customer having 74.5% weight age & and other and

female customer having a 25.5% weightage.

43
 1) Following table shows the customer age category.

Sr no Age category Responded Percentage

1 5 TO 10 1 0.5%
2 10 TO 15 8 4%
3 15 TO 20 36 18%
4 20 TO 25 47 23.5%
5 25 TO 30 51 25.5%
6 30 TO 35 42 21%
7 35 TO 40 8 4%
8 40AND ABOVE 7 3.5%
Total 200 100%

Interpretation: As per graph age category 25 to 30 got highest weighted

44
 2) Following table show the awareness about maggi.

Category Respondent Result Percentage

Yes 200 189 94.5%

No 200 11 5.5%

Total 200 100%

Interpretation: As per graph 94.5% respondent are aware about maggi product. and 5.5%

people are not aware about maggi product.

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 3) Following table shows which brand that comes in mind when we say the word

noodles?.

Sr no Brands Respondent Result Percentage

1 Maggi 200 125 62.5%

2 patanjali 200 10 5%

3 Yeppe 200 46 23%

4 Knor soup 200 15 7.5%

5 other local 200 4 2%

Total 200 100%

Interpretation: As per graph the highest (weighted 62.50%) we seen that when researcher

about noodles and maggi words comes first in mind.

46
 4) What comes first in your mind when you hear the word MAGGI?.

sr no Category Respondent Result Percentage

1 noodles 200 186 93%

2 snacks 200 12 6%

3 fast food 200 2 1%

4 none of this 200 0 0%

Total 200 100%

Interpretation: As per graph 93% people are said that when they hear maggi that time they

think about noodles.

47
 5) What customer is frequently purchase in maggi product?.

Sr no Category Respondent Result Percentage

1 Noodles 200 96 48%

2 Ketchup 200 51 25.5%

3 Soup 200 23 11.5%

4 Pickes 200 16 8%

5 cubes 200 14 7%

Total 200 100%

Interpretation: As per Graph 48% people are frequently purchase noodles product at maggi

category.

48
 6) Where from customer get the information about maggi product?

Sr no Category Respondent Result Percentage

1 Television advertise 200 112 56%

2 Print Media 200 6 3%

3 From Retailer 200 29 14.5%

4 Banner or other Poster advertise 200 35 17.5%

5 Friends 200 18 9%

Total 200 100%

Interpretation: As per graph 56% customer are got the information from Television

advertising

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 7) What customer you prefer in maggi product?.

Sr no Category Responded Result Percentage

1 Taste 200 52 26%

2 Availability 200 5 2.5%

3 Packaging 200 14 7%

4 Hygiene /Purity Variety 200 45 22.5%

5 Flavours 200 84 42%

Total 200 100%

Interpretation: as per graph 42% people are prefer flavors in maggi product

50
 8) How do you perceive Maggie products?

Sr no Category Responded Result Percentage

1 Good to health 200 55 27.5%

2 Ready to eat 200 37 18.5%

3 Tasty/fun eating 200 91 45.5%

4 Junk food 200 17 8.5%

Total 200 100%

Interpretation: As per graph we saw that 45.50% customer think that maggi tasty n fun

eating function.

51
 9) Which Maggie products in noodles category do you regularly buy?

Sr no Category Respondent Result Percentage

1 Maggie masala 200 98 49%

2 Maggie dal Atta noodles 200 13 6.5%

3 Maggie vegetable Atta noodles 200 80 40%

4 Others 200 9 4.5%

Total 200 100%

Interpretation: As per graph 49% customer are regularly purchase Maggie masala brand.In maggi

product.

52
 10) Do you perceive Maggie noodles as a healthy product?

Sr no Catogory Respondent Result Percentage

1 Yes 200 174 87%

2 No 200 26 13%

Total 100%

Interpretation: As per graph 87% customer think that maggi is healty product.

53
 FINDINGS
1. 32 percent of the respondents prefer maggi 2-minute noodles.

2. Vast majority (85 percent) of the respondents have tasted all brands of nestleMaggi
noodles.

3.72 percent of the respondents purchase nestle maggi noodles for its quality withlow price.

4.60 percent of the respondents purchase nestle maggi noodles whenever needed.

5. Television advertisements are a major factor in purchase decision compared toother

Medias.

6. The foremost influencer in purchase decision of the respondents is children.

54
 CONCLUSIONS

On the basis of Data Collection & Findings proper analysis will be done & accordingly

Conclusion will be drawn regarding the Research Report. So, here I have made certain

Conclusion they are as follows below.

1) As we seen that in local market genrally male customer is more active than male
customer. While survey female customer having a weighted 74.5% (with the
reference of table no 1)

2) Here, maagi product is popular in every group of customer but at the time of survey I
found that 25 to 30 age group is more active about purchase the product. (with the
reference of table no 2)

3) While survey I found that in local market 94.5% customer are aware about maggi
product. (with the reference of table no 3)

4) In local market researcher said noodle name genrally 62.5% customer are think
about maggi when they here noodle name. (with the reference of table no 4)

5) In local market researcher said maggi name genrally 93% customer are think about
noodles when they here maggi name. (with the reference of table no 5)

6) About customer point of view when researcher ask about which frequently product
customer purchase 48% customer are positively said about noodle (with the
reference of table no 6)

7) As we seen advertising make a big impact on customer mind. Effective marketing and
advertising always make a market for product. As seen 56% customer said that they
got maggi information through television advertising function. (with the reference
of table no 7)

8) At the time of purchasing maggi product 42% customer prefer that flavor function in
maggi product. (with the reference of table no 8)

9) As per table 22.5% customer are think that maggi product is hygines/ purity variety
product. (with the reference of table no 9)

55
10) At the time of survey when researcher ask about perceive towards the maggi product,
27.5% customer said that maggi product is good for health (with the reference of
table no 10)

56
 SUGGESTIONS

1) Here maggi product is popular brand in local market as per conclusion 25-30 group

customer are frequently purchase the maggi product as suggestion that company

should be focus on such a advertising which focus on other age group such as children

and old age people. Make a powerful advertising which is frequently run on television

for targeted audience.

2) Noodles brand is one of the best and popular brand when researcher said maggi. It is

ideal word for maggi so. I suggest that throughout the maggi company focus other

brand which make same popular as maggi noodles.

3) As we seen that that 42% customer think that maggi product provide the flavor

function so I suggest that company also focus such nutrition function in maggi

noodles to attract the customer.

4) As we seen 22.7% customer said that it is a healthy product. The main question arise

that why 22.7% now a day’s many organization such as fessai organization checked

all the detail which cause the product food safety so I suggest that maintain food

safety function in the entire product.

5) Attractive packaging & attractive effective marketing is always create the market for

the product. This function always beneficial for the product so I suggest that

company should focus on above function for capture the market.

6) Not last for the list effective marketing chain such as distributor, supplier, and retailer

always make a backbone for company sale. So I suggest that always focus the above

function for smooth selling.

57
 BIBLIOGRAPHY

BOOKS:
CHABRA T.N. & GROVER S.K., Marketing Management, Dhanpat Rrai &Co.2017.

GUPTA C.B., Marketing Management, Sultan Chand & Sons, 2017.

WEBSITES

www.wikipedia.org/maggi

www.goog;le.com/maggi_product
www.nestleindia.com

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 ANNEXURE

QUESIONNAIRE

Date:_ / /

Name

Address

Gender : Male Female

1) Que no1 Respondent Age category

5-10 10-15 15-20 20-25

25-30 30-35 35-40 40 and above

2) Do you know Nestle company?

Yes

No

Q 3. What is the brand that comes to your mind when we say the word
noodles
Maggie patanjali Yepee Noodles Knor soup noodles

other local brands Noodle

Q 2. What comes first in your mind when you hear the word MAGGI?
Noodles Snacks Fast Food None of these

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Q 4. What customer are frequently purchase in maggi product?

Noodles Ketchup Soup Pickles

Cubes

5) Where from customer get the information about maggi product

Television advertise Print Media Friends

From Retailer Banner or other Poster advertise

Q 6. What do you prefer in maggi product?

Taste Hygiene /Purity Variety Flavors

Availability Packaging

Q 8. How do you perceive Maggie products?

Good to health Ready to eat

Junk food Tasty/fun eating

Q 09. Which Maggie products in noodles category do you regularly buy?

(Repositioning Awareness)
Maggie masala Maggie vegetable Atta noodles

Maggie dal Atta noodles Others

Q 10. Do you perceive Maggie noodles as a healthy product?

Yes No

60