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DEMANDANALYSIS
ON MAGGI
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MAGGI
M- Misal ( Marathi word) ,Relativelycheap and good nutritional valuemade for breakfast
A- Allegro ,musical tempo meaningQuick in time
G- Gastronomy ,the art and practice of
cooking and easily good food
G- Glamorous, attractive and exciting
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PRODUCT HISTORY
#Nestle is a Swiss company,
ounded in 1866 by Henri Nestle.
#Nestle market its products in 130
countries across the world.
# It was founded by the Maggi family
in Switzerland in the 19th century.
# Maggi has been Nestl's flagshipculinary brand not only in India,
but globally as well.
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WELCOME TOTHE WORLD OF NESTLE MAGGI
A brand of Nestle
Launched in the year 1983 in India
Initially targeted at Working Women
Then repositioned itself to target kids
Market Driver in the Instant Noodlescategory
Currently enjoys a market share of abo70%
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BRAND JOURNEY
WhatXeroxistophotocopierandColgatetotoothpaste, MaggiistonoodlesinIndia.
- TheEconomicTimes, aprominentnewspaperinIndia, in2003.
contd..
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BRANDJOUR
Maggi has been a mainstay in Indian market for a long time
now. Maggi and Noodles are synonymous.
India has emerged as the largest consumer of Maggi noodlesacross Nestle operation in the world, Carlo DonaltiNestle
Chairman and Director told to ET.
Contd..
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Nestle unleashed Brand Maggi in India
almost 25 years ago in 1983 with thelaunch of its traditional 2-minutenoodles
When Nestle India launched Maggi inthe country, it used the tagline,Fast to cook and good to eat, to
not only promote the product, butalso to educate the ever growingaspirant consumer about the
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BRAND TESTIMONYFor Emmanuel Upputuru, National Creative
Director, Publicis India, the transformation of thebrand in the last 25 years is a testimony in itself.He explained, Recently I met someone in
Singapore, and when we shared how big abrand Maggi Noodles is in India, the gentlemanexclaimed, Noodles in India! That, to me, wasa testimony to the success of the brand Maggi
Noodles in India.
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LAW OF DEMANDDemand for a commodity increases when itsprice decreases and falls when its prices rises,other things remaining constant.
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FACTORS AFFECTING THEDEMAND OF
Determinants of Demand
vPrice of the commodity.vIncome of the
consumer.
vPrices of related goods.
vTastes and Preferences.
vAdvertisement.
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QUANTITY ANDPRICES
(MAGGIVEGETABLEATTANOODLES)
QTY PRICE
vMAGGI NOODLES
QTY 50g 100g 200g 400g 600g
85g Rs 15
350g Rs 59
PRIC Rs 5E
Rs 10 Rs 20 Rs 40 Rs 59
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INCOME OF CONSUMERS
-LOWER MIDDLE CLASS
-UPPER MIDDLE CLASS
-ELITE CLASS
1.
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PRICE OF RELATED GOODS
MAGGI TOP RAMENQUANTITY PRICE QUANTITY PRICE
50 g Rs 5
100 g Rs 10
200 g Rs 20
400 g Rs 40
600 g Rs 59
50 g
170 g
270 g
480 g
Rs 4
Rs 18
Rs 35
Rs 50
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Difference in the Price of
MAGGI and TOP RAMEN
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PRICES OF COMPLEMENTARY COMMODITES:
COMPLEMENTARYPRODUCTS
KETCHUPS:
MAGGI,KISSAN,HEINZ
VEGETABLES
OIL
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TASTES & PREFERENCE:
ECONOMY PACK(SUPER
SAVER/MONEY SAVER/
FAMILY PACK)
TRADITIONAL FOOD
HABITS OF INDIANLOVED BY SCHOOL KIDS
YOUTH ..FASHION
STATEMENT.
OFFICE GOERS.CONVENIENCE
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ADVERTISEMENTSRevolutionary Tagline,
Bus Do Minute
"Taste Bhi Health Bhi".
Just add garam paani Carry on jaani
Jab bhook sataye toh
maggi ho jaaye
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Television Advertisements
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ADVERTISEMENTOFMAGGI
NOODLES:
25YEARSOFSUCCESS
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Flavoursand
VarietiesOriginal FlavourChicken
Masala
Dal Atta (whole wheat
noodles)
Vegetable Atta Noodles(whole wheat noodles)
"Cuppa Mania"
Tomato
Chatpata
Shahi Pulao (rice
noodles)Chilly Chow (ricenoodles)
Lemon Masala (rice
noodles)
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MARKET RESEARCH
Objective:TofindoutthemarketdemandofMagginoodles.
Research methodology:1Target Area: MarketBuilding, VSSNagar, Sahid
Nagar, Patia, Ram Mandir SquareMarket Building: Balaji Stores; Panda General StoresVSS Nagar: Shri Jaggannath Stores; Paan-Bidi ShopsSahid Nagar: Reliance Fresh; PantaloonsPatia: Food BaazarRam Mandir Square: Big Baazar
contd
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Researchmethodology:(ii) Shopkeeper Sample Selection: Mall,General Store, Bakery, Paan-Bidi Shop
(iii) Customer Sample Selection: SchoolKids, House Wives, Office Goers, Collegestudents
(iv) Shopkeeper Sample Size: 8
(v) Customer Sample Size: 40
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SALES DATA COLLECTED:
PER MONTH SALES :
MAGGI : 600 gms Rs
59
PER MONTH SALES:
TOP : 480 g Rs 50
RAMEN8 TO 10 CARTONS
1O TO 15 CARTONS
(20 PACKETS IN EACHCARTON)
(20 PACKETS IN EACHCARTON)
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SUPPLY CHAIN
NESTLE INDIALIMITED
DISTRIBUTORS
WHOLESALE MARKET RETAIL MARKET
CONSUMERS
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NESTLE / MAGGI BRAND PRODUCTSAVAILABLE IN MARKET
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CONCLUSION
Maggi has achieved a great position in market andthis position is least affected by its
competitors( Top Ramen, Wai Wai, etc.)
Law of Demand Lower the price higher thequantity demanded and vice versa "workscompletely in case of maggi noodles.
MAGGI for last 25 years had managed to remainunbeaten in the market because it has alwaysgiven more preference to the taste of people.
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THANK YOU