MARKET PENETRATION STRATEGY OF MAGGI NOODLES

Introduction
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A brand of Nestle Launched in the year 1983 Initially targeted at Working Women Then repositioned itself to target Kids Market Driver in the Instant Noodles Category Currently enjoys a market share of about 80%

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Market Research
Objective: To find out the market penetration of Maggi noodles Research methodology: (i) Target Area: Andheri, Dadar, Parel (ii) Shopkeeper Sample Selection: Mall, General Store, Medical Store, Bakery, Paan-Bidi Shop (iii) Customer Sample Selection: School Kids, House Wives, Office Goers (iv) Shopkeeper Sample Size: 30 (v) Customer Sample Size: 50

Research Findings

SWOT Analysis
Strengths Weaknesse Opportunities Threats s Market leader Heavily dependent on One flavour Unexploited rural markets Strong presence of regional competitors

Brand loyalty

Minor Increasing Competitive distribution number of pricing (Top problems working youth Ramen) Affinity of Indians to Chinese food

Distribution Health channels related issues Innovative flavours for Indian taste buds

STPD Analysis
Segmentation: Based on lifestyle and habits of urban families Targeting: Kids, Office goers Positioning: With statements such as 2 minute noodles and Easy to cook, good to eat Differentiation: Taste, Flavours, Packaging

BCG Matrix

Michael Porters Five Forces Model

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 Promotional campaigns in schools Advertising Strategies Power of 5 Availability in different pack sizes New product innovations

Market Penetration Strategies Of Maggi Noodles

Brand Recall and Future Trends

Introducing a fictitious character who can connect with kids for better brand recall Organizing contests , games and industrial visits for school kids to further strengthen the brand image Invite Housewives to send new innovative recipes made from Maggi and introduce rewards for the same Foray into the Chinese food segment by introducing branded products for chowmeen, schezwan and hakka noodles