Revolutionizing Homes:

Making Dishwashers the

Essential Kitchen Companion

IIT Kanpur

Submitted By:
Shubham Malviya
Tarun Kumar
S u ra j Kumar
Suntha
 Customer Needs
Perception of millennials towards foods (% of consumers | n = Insights from Primary Market Research
64) Preferred mode of food In busy lifestyles of today's young working population/students,
Frequency of consumption
in busy lifestyle Few times in a month
Rarely or never most preferred mode of food remains light meals (58%)
4.3%
Beverages
4.8%
Snacks
4.3%
They consume these kind of meals multiple times a day (50%)
17.5%

Heavy Meals Once a

Their primary reason for consumption of these meals is convenience (44%)
19% week
15.9% Most of them consider nutritional content (34%) as the primary factor for
purchasing such meals.
Daily

50.7%
In the busy schedules, people generally prefer light meals as it
is convenient, wholesome and cost effective.
Few times in a
year 24.6%

Light Meals
58.7% Insights from Secondary Market Research
Factors considered while
Reasons for Consumption purchasing Almost two in five (38%) Indians have had instant noodles for breakfast in
Packaging size
6.9%
Price the past three months
Fulfilling
12.9% On the other hand, only one in five (20%) have had it as a snack between
28.6%
meals, while two-thirds (64%) of Indians have had instant noodles in
Convenience Flavor Options Brand
general
44.2% 29.3%
16.4% Given today’s busier consumer lifestyles, instant noodles are finding favour
among time-pressed Indians, especially the younger cohort.

Cost
10.4%
We prefer positioning Maggi not just as a snack, but as a
light, ready-to-eat instant meal
Taste
Nutritional Content
34.5%
 Competition Pressures
Our In the "Instant ready to eat" segment, the leading players in this market are Haldiram (packaged Indian food),
Compet it or Kellogg's (cornflakes, Muesli), MTR (Poha, Upma).

s
Insights from Competitor Analysis Points of Parity Suggestions
Introduction of various Indian flavors
Convenienc Performing in all the other factors, Maggi has to reposition its Atta
e Taste noddle as a ready to eat instant meal which can offer all the qualities of
a meal under the best price value
Nutritional Checks
The customer base of atta noddle (7-9) will be expanded to include the
Trusted brand young students and young working professionals
Instant cooking time
Complete meal
Growing Ready to Eat Market
The ready to eat market among the
students/ working professionals is ready for
Points
expansion and current growth rate is 12.3%
of
Difference
Cheapest price in
In the ready to eat meal category, Maggie atta noodles gives a
the category
tough competition to the leading market players in offering Established Strong
all the factors important except Variety of flavors offered. brand equity
The competitors have introduced innovative flavors catering to Large established
the Indian taste of the consumers.
customer base
 Communication Channels
Overall Communication Strategy We are changing the perception of the brand from a snack to a quick & healthy
meal
Phase 1 - The Phase 2 - Maggi Phase 3 - Maggi
Maggi Experience in everything I uniquely for you
do
Begin building the experience by Develop capabilities to customise the
promotional activities & immersive Launching the product across various age product according to customer's unique
advertisements segments and adding new flavors lifestyles and needs

Pushing Life Stories, depicting how Maggi

Strategic Partnerships
Tie ups with commercial spaces likes
helped them during certain crisis
Field of Expansion
PHASE 1 - Top 10 Tier 1 cities
offices, malls, supermarts Promotional Activities Give QR codes on commercial spaces for
Tie up with social media advertisement
(aggressive marketing to capture the channels
Through the line (TTL) marketing, to customers to know better about the positional
differentiated space) reposition the product in consumer's mind
PHASE 2 - Top 8 Tier 2 cities (form on all channels shift & flavor changes
userbase connection through contact Running social media hashtag campaigns Aggressive FB, Youtube, Instagram Ads
marketing)
TAGLINE marketing for public to see maggi everywhere
"Meal in Precision Marketing with digital ads tailored to
Product Innovation Minutes" user's interest like quick meals,
Unique Flavors with more product variations Customer Segmentation healthy
solutions
and added south east Asian flavors
Affluent, who wants value/better packaging
Usage of 100% natural ingredients
Millennials, quick fix and value for money
Offline billboards & pamphlet marketing to
Premium packaging for customized
products Multiple size based packets
Rising Middle class, wants healthier options reach untapped audiences
 Positioning Statement
For students & working professionals, Maggi - The trusted snack partner has introduced Atta Noodles, a complete
Positioning Statement
instant healthy meal at the best value in the market, providing a feeling of content in your busy schedules.
Old Positioning New Positioning Expected outcomes from this repositioning
Healthy Food Healthy Food
Sense of Community
Shifting towards meals & bringing personal stories, we are trying to tap into a sense of
global community. With the rise in customer base, the community would grow many folds.
Sense of Evolution
By constantly adding different modes of using Maggi as a meal, we have managed to make
the product relevant through evolving customer needs.
High Age
Low Age High Age
(Working People)
Low Age
(Children) (Working People)
Cost Effectiveness
(Children)
Maggi has arguably the broad customer base and with the addition of south east asian
flavors along with customer product ratings, brings in transparency and creates a
trustworthy environment, which gives the customer option the most cost effective product.
Brand Personality
Fast Food Fast Food Distinct, Friendly, Caring, Reliable, Trustworthy

Rationale behind this positioning

For Whom: Students & Working professionals

Brand Name: Maggi
Maggie Atta Noodles Egg Maggie Atta
Maggie Atta
Product Category: Atta Noodles s Noodles Sala Noodles Soup
Differentiation Claim: Cost Leader d s
Benefit: A complete instant meal TASTY!!!!
Reason to believe: Brand equity DELICIOUS!
amongst large customer base !!