bo final ppt

8/3/2019 Bo Final Ppt

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Study On Different

Challenges Faced ByMAGGI Noodles

An Analysis By:

Anshul DuggalKeshav Chaturvedi

Shaswat Rastogi


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Contents

Introduction : Maggi Noodles

Initial Strategies Of Maggi

Hurdles Faced By Maggi Noodles STPD Analysis

Market Peneteration Strategies

SWOT Analysis Current Scenario Of Maggi Noodles

Suggestive Strategies


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What is Brand name that comes to your mindwhen I say the wordNOODLES?


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Introduction of Maggi 2-minutes Noodles Its a Brand of instant Noodle made by

Nestle India Ltd.

It was found by the Maggi family inSwitzerland in the 19th century.

Nestle launched Maggi for the first timein India in the year 1982.

The Brand is popular in:- Australia- India- Malaysia- New Zealand

- Singapore- South Africa.

Nestle wanted to explore the potentialfor such an Instant food among theIndian market.

It took several years and lot of moneyfor Nestle to establish its Noodles brandin India.

Now it enjoys around 90% market sharein this segment.

Over the years Maggi has launchedseveral products under its Brand Name.


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InitialStatus of Maggi Maggi has faced lot of hurdles in its journey in India. The basic problem the brand faced is the Indian Psyche.

Initially Nestle tried to position the Noodles in the platform ofconvenience targeting the working women.

However, the sales of Maggi was not picking up despite of

heavy Media Advertising. To overcome this NIL conducted a research.

NIL's promotions positioned the noodles as a 'convenienceproduct', for mothers & as a 'fun' product for children.

The noodles' tagline, 'Fast to Cook Good to Eat' was also inkeeping with this positioning.

They promoted the product further by distributing free samples.Giving gifts on return of empty packets, etc.

Effective Tagline Communication.


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Hurdles Faced

Sales saw a decline in 1990s:- Formulation changed from Fried base to Air dried base.

Competition increased in noodle segment:- Top Ramen - Indo Nissin (Japanese co.)

New product launched in market but failed:- Dal Atta Noodles Sambhar flavour.

Maggi launched some new products under their brand, butthese products were not successful.:

- Ketchups, Soups, Tastemakers,etc.


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STPD AnalysisSegmentatio

n

Targeting Positioning Differentiatio

nAge Kids Fast to cook

good to eat

Taste

Eating Habits Youth 2-minute

noodles

Flavours

Lifestyle of

urban families

Office goers Taste bhi health

bhi

Packaging

Working Women

Health conscious


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STPD AnalysisSegmentation to

Differentiation:

Classic Noodles

5 10 yrs. Veg. Atta Noodles

Health Conscious.

Rice Mania

Teenage

Cuppa Mania

Office goers,

Working women.

k t t ti


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Market Penetration

Strategies Promotional campaigns in

school.

Advertising strategies: -focusing on kids.

New product innovationaccording to the need of

consumers: Veg. Atta Noodles. Dal Atta Noodles. Cuppa Mania.

Availability in differentpackages:

50 gms. 100 gms. 200 gms. family packs (400gms.).

Conducting regular marketresearch


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SWOT Analysis

Strengths Weakness Opportunities ThreatsMarket Leader. Heavily dependent on one

productUnexploited rural market Strong presence of regional

competitors

Brand Loyalty Minor distribution problems Increasing number of working youth Competitive pricing(Top Ramen)

Distribution Channels. Health related issue Affinity of Indians to chinese food

Innovative flavours forIndian taste buds.

Advertising Strategy.


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Do you think maggi is actually a healthy product ?YesNo

Do you think Maggi would retain its market standing in India ?YesNo

What do you prefer most ?Price

TasteBrand ImageIf any other , specify

Do you think sales-promotion campaigns are helping maggi in boosting sales ?Yes

No

I took the liberty of taking a survey of general public ( 20 people ) on the basis of theabove questionnaire.This questionnaire was very helpful in deriving various statistics of current status ofmaggi in the Indian market.The results are presented in the Conclusion below.


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The above pie-chart is based onthe market survey done on 20members of the society.

Their view clearly states that:65% People prefer Maggi becauseof its taste.

20% people fing maggis price

cheap and suitable.

10% have a trust on Nestles

Brand Image.The rest rely on different flavoursoffered by Maggi.


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Market Standing

Maggi remains the kind of the food industry

at 59% of market share.

Top Ramen is the weakest competitor atjust 7 % of market share.

Chings Secret is Maggis biggest

competitor at 23 % of the remaining marketshare.

Horlicks remain at an Average 10%.


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Current Scenario ofMaggi

Leading Brand in India aswell as World.

Current Sales: Approx. 90000 boxes Rs. 4,79,49,000 in Mumbai

10,00,000 boxes

55 cr. in India

Reasonable competitivepricing.

Creative interaction blogs forcustomers: www.maggi-club.in

Focus mainly on HealthBenefits.

World Market Share

Maggi 94%

Top Rame4%

Other Loca

2%

Maggi 94% Top Ramen 4% Other Local 2%
http://www.maggi-club.in/http://www.maggi-club.in/http://www.maggi-club.in/http://www.maggi-club.in/


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THANK YOU

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