SUBMITTED BY-

Mayank Lalwani
Ayush Chasta
Deepak Kumar
Anshika Singh
Priyanka Kumari
Yuraj Uphaday Guided By-
Amerendra
Uphadhay
Mr. Sandeep Sir
 FMCG industry provides a wide range of consumables
.The competition among FMCG Manufacturer is also
growing and as a result of this, investment in FMCG
industry is also increasing, specifically in India.

It market its products in 130 countries across the

world..

Nestle put nutrition as the core of their business..

Nestle is a Swiss company founded in 1986 by Henri

Nestle

Basically the company started to meet the need of the

milk in world war I..
 Henri Nestle developed a milk-based baby food and soon
began marketing it . It was the first product of Nestle.

The Maggi Company merged with Nestle in 1947. Today,

Maggi is a leading culinary brand and part of the NESTLE
family of fine foods and beverages.

Main focus is on health and wellness..

Good Food, Good Life to All Consumers..

 HISTORY OF MAGGI

Maggi is an over 100 years old Nestle brand of

instant noodles, soups, sauces, seasonings &
stocks.
The original company came into existence in
1872 in Switzerland, when Julius Maggi took
over his fathers mill.
Marked the begin of Maggi brand and it s line
of convenient food products.
Maggi merged with Nestle in 1947.
Its a Brand of instant noodle made by Nestle India Ltd.

It was founded by the Maggi family in Switzerland in

the 19th century..

The Brand is popular in:

-Australia
-India
-Malaysia
-New Zealand
-Singapore
-South Africa
Maggi has faced a lot of hurdles in its journey in India

The basic problem the brand faced is the Indian Psyche.

Initially Nestle tried to position the Noodles in the

platform of convenience targeting the working women.

However, the sales of maggi was not picking up despite

of heavy Media Advertising.

To overcome this NIL conducted a research.

Maggi 2-Minute Noodles 95 gms 12.00
(Chicken)
Maggi 2-Minute Noodles 100 gms 13.00
(Curry)
Maggi 2-Minute Noodles 100 gms 12.50
(Masala - spicy)
Maggi Rice Noodles 95 gms 15.00
Maggi 2-Minute Noodles 200 gms 30.00
(Veg Atta)
Maggi Dal Atta Noodles 100 gms 13.00
Strength
Market leader
USP- Easy to cook & tasty
Variety
Brand loyalty
Advertising strategy..
Distribution channels
Opportunities
Availability of New segments (e.g.
old age people)
Increasing level of income of
consumers and fast life.
Unexploited rural market..
Weakness
Perceived as made up of Maida not
good for health and calories..
Heavily dependent on one flavor ..
Threats
ITC, the competitor provides higher
margins to its distributors and
growing fast.
Top Raman has adopted thestrategy
of reducing the price of its product.
 Segmentation Targeting Positioning Differentiation
Age Kids Fast to cook Taste
good to eat

Eating Habits Youth 2-minute Flavors

noodles

Lifestyle of urban Office goers Taste bhi Packaging

families health bhi

Working
Women
Health
conscious
people
 Promotional campaigns in school.

Advertising strategies: - focusing

on kids.

New product innovation according

to the need of consumers:
Veg. Atta Noodles.
Dal Atta Noodles.
Cuppa Mania.

Availability in different packages:

50 gms.
100 gms.
200 gms.
family packs (400gms.).

Conducting regular market

research
 New-To-The-World

New Product Lines

Six
Categories Product Line Additions
of
New Improvements/Revisions
Products
Repositioned Products

Lower-Priced Products
 Leading Brand in India as World Market Share
well as World.
Current Sales: Approx.
90000 boxes
Rs. 4,79,49,000 in Mumbai
10,00,000 boxes Maggi 94%

55 cr. in India
Reasonable competitive
pricing.
Creative interaction blogs for Top Ramen
4%
customers:
Other Local
www.maggi-club.in 2%
Focus mainly on Health
Benefits.
Maggi 94% Top Ramen 4% Other Local 2%
Maggi consumption in India

Others
14%

Maggi
86%
 NEW
ENTRANTS
Foodles

INDUSTRIAL BUYERS
SUPPLIERS
RIVALRY Customer of
Distributors, Raw
Top Ramen, Mind
material suppliers,
Chowmein etc set, Brand
Packaging
image

SUBSTITUTES
Chowmein, fast
Food, Pasta
 CONSUMER SURVEY

Experence With Taste is More important

Maggi than Price
Strongly Agree Agree 12%
ok Neutral
4% Excell 4% Disagree
ent
32% 32%
Good
64%
52%

Consumer
Maggi Consumption Per
Perception About
Week
Maggi
0%
Nutritional Non-Nutritioanl
16% 0 to 1 Unhealthy
36% 1 to 3 16% 16%
4 to 7
48% More than 7 68%
 INTEGRATED MASS COMMUNICATION

PUBLIC SALES INTERACTIVE

ADVERTISING
RELATIONS PROMOTION MARKETING

AD
ADs
CAMPAIGNS

BILLBOARDS PRINT ADs TV ADs OTHER

 The Maggi Club
The children under 14 were invited by press
advertisements and distribution of leaflets to become a
member of maggi club by sending logos cut from 5
empty maggi wrappers. Maggi projected it as maggi
clubbers are fun lovers and intended to use it as
reference group.

Benefits offered to maggi-clubbers are various games

like Snap safari game, Cap and mask sets, travel India
game, Disney today comic. To obtain each gift the
member has to send 5wrappers as purchase proof.

Some special privileges were given to regular members

time to time like, discounted tickets of Appu Ghar.

Organized Maggi school quizzes and sketching.

Maggi sales is declined in 1990s
Competition increased in noodles segment.
SOLUTION -
They launched the campaign taste bhi health
bhi now become synonymous with maggi.
They change the jingle of maggi instant
noodles campaigns, it was pretty catchy and
went down well with the target audience
children.
Wholesome
Easily Accessible
Enriched with nutrients
Caters to all age group now.
Affordable to all.
Nestle introduced Maggi brand in India in
1982
With the launch of Maggi noodles,NUL
created a new food category in Indian
packaged food market
Popular snack .
Maggi became generalized.
PRODUCTS OFFERED BY:-
PRICE:-
 PLACE:-

Strong Distribution Network.

Wherever, Whenever, However.
Maggi Fun Spots.
Other Nestle Kiosks.
 PROMOTION:-
360degree marketing strategy.
Changed their advertising campaign .
Celebrity endorsements.
Events & Experiences.
Sales promotion in school & colleges, exercise of
brand recall.
Free sample distribution.
Consumer involvement invited housewives to send
Maggi recepies.
 Pasta
They have threat from pasta due to it nutritional properties
available in it. Pasta is also easy to cook and eat like noodles.
Also the pasta is available at a cheaper rate in the market
today.
Ready to eat food MTR
Noodles have threat with this product because they have the
best dishes included in it i.e dosa, idli, utthappa mix so people
can use it instead of maggi too.
1992 2009 2010 2015
 Culture and religion also have an influence on the food consumption
across the world.

Currently it is being observed that people are demanding products that are
made from natural ingredients.

Keeping this in mind nestle has started using natural vegetable oil in its
products instead of partially hydrogenated fats.

EDIBLE
VEGETABLE
OIL
Technology is a vital part of Nestl's R and D and they have adopted more
advance technologies in an attempt to deliver healthier, fresher and variety.
Also technology has enabled better packaging of products which has now
boosted efficiency and reduced costs.

MANUAL
NOODLE
MAKING
MACHINE
Advertise its product by depicting attributes
related to health like nutrition values
Help customer perceive the product as healthy
Nestle is a dominant player in the market
Maggi noodles has been entrenched instant
noodle brand in the market
Due to its strong advertising, mass distribution
Maggi has variety flavors under it with the
consumer loyalty
It should always focus on changing lifestyle
and innovate to create delight in every meal