New Product Development Maggi

April 20, 2012

By : Reshma .mr SS 09-11

1

Journey
• First launch: 1882-83 , Switzerland • By: Julius Maggi

• Maggi- Nestle merger: 1947

April 20, 2012

2

2012 3 . Good Life to All Consumers April 20.Nestle • Nestle is a Swiss company founded in 1986 by Henri Nestle • It market its products in 130 countries acroos the world • Nestle put nutrition as the core of their business • Main focus is on health and wellness • Good Food.

In India • Nestle launched Maggi for the first time in India in the year 1982 • Launched in different falvour: • Masala • Chicken • Sweet&sour • Capsicum April 20. 2012 4 .

2012 .• • • • • • • The Brand(Maggi) is popular in: India Australia Malaysia New Zealand Singapore South Africa 5 April 20.

2012 6 .• Nestle wanted to explore the potential for such an instant food among the Indian market • Nestle enjoys around 90% market share in this segment • India is the largest consumer of Maggi Noodles in the world April 20.

2012 7 .Initial Scenario • Competition: • Ready to eat snacks segments • Home made snacks April 20.

2012 8 . • Positioned as: hygienic home made snack • Targeted for: women ( wrong target group) • Research shows: Children as the biggest consumer • Repositioned as: • ‘convenience product’ for mothers & • ‘fun’ product for kids • Using sales promotions & smart advertising April 20.Cont.

2012 9 .April 20.

• During 1977: • Change in formulation • Change in taste of Maggi • In 1999: • Relaunched with the original taste • “ 2 minutes” proposition April 20.Journey Cont. 2012 10 .

• Maggi’s first product extension: 1988 • Maggi instant soup • In 2001: • Maggi became core brand of Nestle April 20. 2012 11 .

• • • • In 2005: Launching of “Maggi Atta noodles” Baseline: “Taste bhi Health bhi” Product well received by the Indian Consumer • Recent launch: Rice noodles • Maggi: A brand that knows the customer and willing to learn from the mistakes April 20.Cont. 2012 12 .

2012 13 .Range April 20.

2012 14 .Variants April 20.

of working youth Competitive pricing Distribution channel Affinity of indians to chinese food Innovative falvours April 20. 2012 Advertising strategy 15 .SWOT strengths weeknesses Heavily dependent on one flavour Health related issues Opportunities Threats Strong presence of regional competitors Market leader Unexploited rural market Brand loyalty Increasing no.

Market penetration strategies • • • • • • Promotional campaign in schools Advertising strategy: focusing on kids New product innovation: Veg. Atta noodles Dal Atta noodles Cuppa mania April 20. 2012 16 .

2012 17 . • • • • • Availability in different packaging: 50 gm 100gm 200 gm Family packs(400 gm) • Conducting regular market research April 20.Cont.

Hurdles faced • Sales saw a decline in 1990’s: • Formulation changed from fried base to air dried base • Competition increased in market-palce: • Top Ramen-Indo Nissin ( Japanese co. 2012 18 .) April 20.

2012 19 .Cont. • New product launched in market but failed: • Dal Atta noodles sambhar falvour • Maggi launched some products under their brand. Soups. but these products were un-successful • Ketchups. • Latest threat to Maggi: Knorr April 20. Tastemakers etc.

Current Scenario world market share 4% 2% Maggi Top ramen other local 94% April 20. 2012 20 .

maggi-club. 2012 21 . • • • • • Leading brand in India as well as World Reasonable competitive pricing Creative interaction blogs for customers: www.in Focus mainly on health issues.Cont. April 20.

2012 22 . based on twin benefits of “instant” & “health” • Conduct promotion campaign in schools in small towns • Launch new advertising campaign with brand ambassador April 20.Suggestive promotion strategies • Focus on creating distinctive image.

2012 23 .April 20.

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