MARKETING PROJECT

TRIMESTER 1 | | CAPSULE CLASS

ACADEMIC SESSION 2020-21

NESTLE

MAGGI

SUBMITTED BY : YOGESH AGGARWAL

ROLL NO : IGSM/PG2020/0699
CAMPUS : GREATER NOIDA
COURSE : PGDM BATCH 2020-22
INTRODUCTION OF MAGGI
Nestle India ltd the India subsidiary of the global
FMCG majors , introduced the Maggi (an instant
noodle product ) in India in 1982.
With the launch of Maggi noodle , NIL Created an
entirely new category – instant noodle in the India.
Maggi is first introduced in 1872 in Switzerland by
JULIUS MAGGI , later it is owned by nestle company
in 1947
Maggi was the first to bring Protein-Rich legume
meal to the market . Maggi launched in India at a
time Instant noodle market was not a popular one.
In 2005 , “ Maggi takes the health route ”.
BRAND PERCEPTION
 Nestle had to promote noodles as a concept, before it could
promote Maggi as a brand. They used strong taglines which
tapped on the problem statements to address this :
 2 mins noodles — Convenience.
 Taste Bhi Health Bhi — Health.
 2 minute mein Khushiyan (Happyness in 2 minutes) — Fun &
Happiness.
• Maggie has been doing this so efficiently that they managed to
check all the boxes in visual branding. Be it creative packaging,
colour selection, logo consistency — they are spot on
Distribution channel
CARRYING
Factory GODOWN AND FORWARD
AGENCYT

WHOLSALER DISTRIBUTORS

RETAILER CUSTOMER
PRODUCT VARIANTS
MARKETING MIX
PRODUCT
MAGGIE 2- MINUTES NOODLES
MAGGI VEGETABLE ATTA NOODLES
MAGGI CUPPA MANIA
MAGGI VEGETABLE MULTIGRAIN NOODLE

PRICE
Maggi 2- minutes noodle(masala ,curry)- RS 10
Maggi aata noodle - Rs 15 per 100 grm
Tetra pack (400gms)- rs 39 , six pack – RS 57
PROMOTION
SALES PROMTION-
Us e of poster , hanger and tanglers.
Point of sales
Backdrops on shelves

ADVERTISING-
Children centric advertising
Maggi club contests, game etc
Use of tag line
PLACE
 Maggi follows an intensive distribution network in the
urban market .
 Seven factor- Punjab, Haryana, Goa, Karnataka , Tamil nadu.

Channel:
 Malls, distributors, shopkeepers.
 Centralized distributors for big retail outlets
 SWOT ANALYSIS
STRENGHTS WEAKNESS
Market leader in its New Innovations were
segments. not always successful.
Strong Brands, loyal Lack of Research.
consumer base. Undermines
Wide range of competitor’s Threat.
distribution channel. Negative word of mouth
Effective Advertising. due to ill effect of Maggi
Innovative product noodle.
range.
OPPORTUNITY THREATS
Product has been in Price war with
acceptable in youth competitors.
category. Strong presences of
Shift to rural market.
regional competitors.
Changing preferences of Tough competitors from
consumers towards fast local players.
food.
It can tie-up with more
and more restaurants.
SEGMENTATIONS
CLASSIC NOODLES - 5 TO 10 YEARS

VEG. ATTA NOODLES - HEALTH NOODLES

RICE MANIA - TEENAGERS

CUP MANIA - OFFICE GOERS

POSITIONING STRATEGIES
Nestle unleashed Maggi in India in 1982.
Nestle iconic Brand Maggi , they have 57% of market
share.
First mover Advantage in the Instant Noodles
segment helped Maggi to retain their market
leadership over the Years .
Advertising tagline like “mummy, Bhookh lagi hai”, bas
2-Minute” and “Fast to cook good to eat” (in 1990s)easily
positioned Maggi in the minds of target consumers.
NIL has started to offer aggressive discounts and
incentives to retailers on maggi.
 TARGET
The target audience of Maggi is :
 KIDS
 YOUTH
 OFFICE
 WORKING WOMEN
 HEALTH CONSCIOUS
PEOPLE
MARKET STRATEGIES
Promotion campaigns In school.
Advertising strategy,
Focusing on kids.
 New product innovation according to the needs of
customers.
Availability in different package.
Conducting regular market research.
COMPETITORS

PRODUCED BY:- PRODUCED BY :-

PRODUCED BY :-
NISSAN FOOD HORLICKS
SUNFEAST
CONCLUSION
Maggi has achieved a great position in market and
this product is least affected by its competitors (top
ramen, yipee and etc )
Maggi original has been the best , its flavour were not
able to whet the appetite to the same extent.
 Maggi from last 20 years has managed to remain
unbeaten in the market because it has always given
more preference to the taste of people.
THANK YOU