Professional Documents
Culture Documents
Submitted By-
Poonam(200)
Ekta Singla
Krati Agarwal(195)
Richa Manchanda(223)
FLOW OF PRESENTATION
• Introduction of Maggi
• Analysis
• Failure causes
• Current scenario
Introduction of Maggi 2-minutes Noodles
It’s a Brand of instant Noodle made Nestle wanted to explore the
by Nestle India Ltd. potential for such an Instant food
among the Indian market.
It was found by the Maggi family in
Switzerland in the 19th century. It took several years and lot of
Nestle launched Maggi for the first money for Nestle to establish its
time in India in the year 1982. Noodles brand in India.
Product
Category
Profits
0
Time
Introductory Stage
• High failure rates Full-Scale
Full-Scale Launch
Launch
• No competition of
of New
New Products
Products
• Frequent product modification
• Limited distribution
• High marketing and production costs
• Promotion focuses on awareness and information
• 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
Market Penetration Strategies
Promotional campaigns in school.
– 100 gms.
– 200 gms.
– family packs (400gms.).
• In 2003 Hindustan Lever Ltd was all set to take on Nestle's bestselling Maggi 2-
minute noodles by launching a new category of liquid snacks under its food brand,
Knorr Annapurna.
• The new product, called Knorr Annapurna Soupy Snax, was priced aggressively at
Rs 5 and had four variants: two chicken options and two vegetarian.
• Like Maggi, Soupy Snax will be an in-between-meals snack and will be targeted at
all age groups, particularly office-goers.
Decline Stage If no product innovation
brought
• Long-run drop in sales
• Large inventories of
unsold items
• Elimination of all nonessential
marketing expenses
Rate
Rate of
of decline
decline depends
depends on
on
change
change inin tastes
tastes or
or
adoption
adoption of
of substitute
substitute products
products
Extending the PLC
• Change product
– Rs. 4,79,49,000 in
Mumbai Maggi 94%
– 10,00,000 boxes
– 55 cr. in India
Reasonable competitive Top Ramen
pricing. 4%
Creative interaction blogs Other Loca
for customers: 2%
– www.maggi-club.in
Focus mainly on Health
Benefits.
Maggi 94% Top Ramen 4% Other Local 2%
Thank you