Marketing Presentation

Presented By
Asif Mannan Tamal Md. Abid Burhan Md. Ashikur Rahman Md.Alrazi Arman Marufa Mariya Shammi

Marketing Analysis

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Introduction
Nestle is the worlds biggest food and beverage company. It founded by Henri Nestle in Switzerland in 1886.Head quarter is situated vevey, Switzerland. Product include: Coffee and other beverages Dairy products Infant foods and clinical nutrition Culinary food Chocolate and confectionery

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Nestle Bangladesh ltd.

Nestle started its first commercial production in Bangladesh in 1994. In 1998 nestle S.A. took over the remaining 40% share from nestle partner when nestle Bangladesh became a fully owned subsidiary of S.A. Current managing director is Mr. Laurent thernod. Factory is situated in sreepur, which is 55 km north of Dhaka.

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SITUATION ANALYSIS
Nestls Maggie noodles is the leading brand in the instant noodles segment in Bangladesh, enjoying a market share of 62%. The brand has grown to an estimated Tk 200 crore & contributes to around 10% of Nestle Bangladeshs top line. Being the pioneer in the noodles market has given it a first movers advantage over other brands. Maggi has regularly come up with new flavors and has recently launched two variants- Vegetable Atta and Dal Atta noodles, catering to the increasing demand for healthy snacks.

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TARGET MARKET
Primary target: Children (<16) Nestle plans to widen its target audience by launching new variants Vegetable and Dal atta noodles for health conscious people.
MARKET DEMOGRAPHICS: Demographics: Region: urban, semi-urban, rural (recent) Occupation: Housewives, working professionals, selfemployed. Social class: Middle and upwards

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TARGET MARKET Cont..

Behavioral:
Occasions: Regular, Everyday user-urban, ruraldepends on the temporal aspects of the consumers life(varied usage in terms of time of time of day, week, month, year)

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Market Share
Maggi is currently the market leader with 62% market share. The other main competitors of maggie 2 minute noodles are cocola with 22% market share.Fu-wang with 12% market share and other 4% market share.

Market Share

Maggi Cocola Fu-wang Other

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MARKETING MIX (4P)

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PRODUCT
Available in different variants: Maggi Ketchup Maggi Hot & Sweet Sauce, Maggi Masala Chilli Sauce, Maggi Chilli Garlic Sauce, Maggi Tamarind Sauce, Maggi Tomato Sauce (Without onion & garlic), Maggi Tomato Ketchup (Withonion & garlic), tomato chatpat, Teekha masala, Tomato pudina. The product is bright red in color. The thickness is less as compared to Kissan.

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PLACE
Whole Bangladesh has been divided into 5 regions. There are 46 territories and 72 distributors. The distribution network is well spread as it is easily available in all mega shop, retail store etc.

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PRICE
Its Maggi Rich Tomatoes is priced at 135 taka (1 kg bottle with 20% free offer) and 39 taka (200 gm bottle). Its Kissan Ketchup and Kissan Sauce (no onion no garlic) are priced at 136 taka (1 kg bottle), 74 taka (500 gm bottle) and 90 taka (600 gm squeezy pack). Single serve 62 gram 16 taka. Multi pack 248 gram 60 taka.

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PROMOTION
They promote their product very effectively through television. They have applied the strategy of brand extension. They also sponsor various cookery shows to promote alternate usage of products. They also use strategy of free product samples to promote it. Celebrity endorsements. Less promoted as compared to maggi. No particular celebrity endorsement.

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USP
Maggi is made from durum wheat and is promoted as a healthy alternative to instant noodles made from the less healthy maida (a type of wheat flour that is slightly lower in quality.

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Conclusion
The company continuously focuses its efforts to better understand the changing lifestyle of modern Bangladesh and anticipate consumer needs in order to provide convenience taste, nutrition and wellness through its product.

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