marketing srategy - nestle maggi by nirav khandhedia

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An assignment on Marketing Strategy Nirav Khandhedia Executive MBA Sr. Subject Matter Expert | Amdocs DVCI Marketing Management | Symbiosis International University

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Page 1: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

An assignment on

Marketing Strategy

Nirav KhandhediaExecutive MBA

Sr. Subject Matter Expert | Amdocs DVCI

Marketing Management | Symbiosis International University

Page 2: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

2 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

> Select a company of your choice and prepare a list of all of the marketing messages the company disseminates through their various communication channels.

> Examine the company’s pubic-relations messages, their television advertising, Internet advertising, and printed messages.

> Collect this information and try to discover if there is a commonality of message, preference for one form of communication over another (by frequency), or a series of nonrelated messages.

Question

Page 3: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

3 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

> Company considered for Marketing Strategy evaluation, based on public-relations messages, television advertising, Internet advertising, and printed messages, is Nestle India Limited.

> Case is mainly focused on one of its booming products, Maggi.

Solution

Page 4: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

Nestle India Limited (Maggi)

Nirav KhandhediaExecutive MBA

A study on Marketing Strategy

Page 5: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

5Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

> Question

> Solution

> Title Page

> First steps of Maggi

> First Maggi

> Attractions of Maggi

> Maggi de Sauces

> Maggi facing Competition

> Maggi on Health Route

> Maggi in Cubes

> Maggi, now, Indian

> Maggi in Cups

> Maggi sauces in Pocket

> Maggi no more Just Mainda

> Maggi add-ons, Test Enhancer

> Maggi Moments

> Maggi Mumma

> Conclusion

Contents

Page 6: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

6 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

> Nestle, the Swiss company founded in 1866.

> Nestle has network over 130 countries and selling 1 Billion product everyday, today.

> Maggi, founded by Julius Maggi and Family in 1872.

> Maggi merged with Nestle in 1947.

> Maggi introduced in India in 1982, with launch of its traditional 2 minutes noodles in its Masala, Tomato and Chicken flavours.

> Maggi was able to convince its tagline “Fast to Cook, Good to Eat”

> Pioneer in organized packaged food market in India

> Positioned as ‘FUN’ food for kids

> Introduced many brand extensions

First steps of

Maggi

1866

•Foundation of Nestle, a Swiss company

1947

•Maggi merged with Nestle

1982

•Maggi introduced in India

1872

•Foundation of Maggi by Maggi Family

Page 7: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

7Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

First

Maggi

> Maggi was launched in India at the time when instant food was not a known category.

> When nestle India launched maggi in country, it used the tagline, ‘fast to cook and good to eat’, to not only promote the product but also to educate the ever growing aspirant consumer about the advantages of using it.

> There was a key need for a product that provides good quality food and at the same time was convenient.

> Maggi visualized that there should be product which take less time to cook and consumer uses that product to get fast relief from hunger.

Page 8: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

8Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

Attractions of

Maggi

> Initially Nestle tried to position the Noodles in the platform of convenience targeting the working women.

> Research showed that kids were the largest consumers of the brand.

> Realizing this, NIL shifted its focus from working women to children and their mothers and repositioned the brand towards the kids using sales promotions and smart advertising.

> NIL aggressively promoted Maggi with taglines such as “Mummy Bhook Lagi”, “Bas 2Minute”, “Fast to cook, good to eat”, etc.

> Maggi brought several schemes of free samples, gifts on return of empty packs, etc.

Page 9: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

9 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

Maggi de

Sauces

> Observing that people of all age group started liking Maggi, over the years, NIL extended the Maggi brand to a variety of culinary products like soups, sauces and ketchups, and cooking aids among others.

> The Indian style Tomato Chat pat Sauce, lip smacking tastes and vibrant packaging make MAGGI Sauces true to its slogan It's different!

1866

•Foundation of Nestle, a Swiss company

1947

•Maggi merged with Nestle

1982

•Maggi introduced in India

1872

•Foundation of Maggi by Maggi Family

1990s

•Maggi Introduced Sauces

Page 10: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

10 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

Maggi facing

Competition

> During 1990s, the sales of Maggi noodles declined, and this was attributed partly to the growing popularity of Top Ramen.

1866

•Foundation of Nestle, a Swiss company

1947

•Maggi merged with Nestle

1982

•Maggi introduced in India

1872

•Foundation of Maggi by Maggi Family

1990s

•Intro of Top Ramen affected Maggi

1990s

•Maggi Introduced Sauces

Page 11: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

11 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

Maggi on

Health Route

> Nestle changed the formulation of Maggi noodles in 1997.

> However, this proved to be a mistake, as consumers did not like the taste of new noodles.

> Tagline used to convince the audience was “Taste Bhi, Health Bhi”

> In March 1999, NIL reintroduced the old formulation of the noodles, after which the sales revived.

1997

•Maggi formulation changed

1999

•Maggi formulation re-introduced

1866

•Foundation of Nestle, a Swiss company

1947

•Maggi merged with Nestle

1982

•Maggi introduced in India

1872

•Foundation of Maggi by Maggi Family

1990s

•Intro of Top Ramen affected Maggi

1990s

•Maggi Introduced Sauces

Page 12: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

12 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

Maggi in

Cubes

> Maggi Intorduced 40gms packs of Maggi Masala, Magic cubes in 2005

> Available in both Veg and Non-Veg (Chicken) variant

> Best for the use with Rice

1997

•Maggi formulation changed

1999

•Maggi formulation re-introduced

1866

•Foundation of Nestle, a Swiss company

1947

•Maggi merged with Nestle

1982

•Maggi introduced in India

1872

•Foundation of Maggi by Maggi Family

1990s

•Intro of Top Ramen affected Maggi

1990s

•Maggi Introduced Sauces

2005

•Maggi Magic Cubes Introduced

Page 13: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

13 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

Maggi, now,

Indian

> NIL launched the Maggi vegetable Atta noodles (Vegetable Atta Noodles) in 2005.

> An offering that exemplifies “Taste Bhi Health Bhi”, MAGGI Vegetable Atta Noodles is tasty because it is loaded with everyone’s favourite MAGGI ‘Masala’ and healthy because it now has more real vegetables and is packed with the power of fibre.

1997

•Maggi formulation changed

1999

•Maggi formulation re-introduced

1866

•Foundation of Nestle, a Swiss company

1947

•Maggi merged with Nestle

1982

•Maggi introduced in India

1872

•Foundation of Maggi by Maggi Family

1990s

•Intro of Top Ramen affected Maggi

1990s

•Maggi Introduced Sauces

2005

•Maggi Magic Cubes

•Maggi Dal Atta Noodle

Page 14: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

14 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

Maggi in

Cups

> A variant of Maggi, the MAGGI Cuppa Mania, launched in 2008, is packed in disposable fork to make it an even easier snacking option.

> In an easy to carry on-the-go Cup format, MAGGI Cuppa Mania comes in two mouth watering variants

> Masala Yo!

> Chilly Chow Yo!

> Cuppa mania says “Just add garam pani and Carry on Jani”

2008

•Maggi Cuppa Mania

1997

•Maggi formulation changed

1999

•Maggi formulation re-introduced

1866

•Foundation of Nestle, a Swiss company

1947

•Maggi merged with Nestle

1982

•Maggi introduced in India

1872

•Foundation of Maggi by Maggi Family

1990s

•Intro of Top Ramen affected Maggi

1990s

•Maggi Introduced Sauces

2005

•Maggi Magic Cubes

•Maggi Dal Atta Noodle

Page 15: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

15 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

Maggi sauces in

Pocket

> In the same days of Cuppa Mania, Maggi introduced Pichkoo, a small doy pack of sauce, which makes MAGGI Tomato ketchup affordable to a host of new consumers.

> And yes, of course, It's different!

2008

•Maggi Cuppa Mania

•Maggi Chipkoo

1997

•Maggi formulation changed

1999

•Maggi formulation re-introduced

1866

•Foundation of Nestle, a Swiss company

1947

•Maggi merged with Nestle

1982

•Maggi introduced in India

1872

•Foundation of Maggi by Maggi Family

1990s

•Intro of Top Ramen affected Maggi

1990s

•Maggi Introduced Sauces

2005

•Maggi Magic Cubes

•Maggi Dal Atta Noodle

Page 16: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

16 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

Maggi no more

Just Mainda

> Giving a reason to health conscious people to eat more Maggi, Vegetable Multi grain Noodles was introduced in 2010.

> “Mummy ke Multi gun” made mummy allow their children eat more Maggi with health intact!

2010

•Multigrain Noodles

2008

•Maggi Cuppa Mania

•Maggi Chipkoo

1997

•Maggi formulation changed

1999

•Maggi formulation re-introduced

1866

•Foundation of Nestle, a Swiss company

1947

•Maggi merged with Nestle

1982

•Maggi introduced in India

1872

•Foundation of Maggi by Maggi Family

1990s

•Intro of Top Ramen affected Maggi

1990s

•Maggi Introduced Sauces

2005

•Maggi Magic Cubes

•Maggi Dal Atta Noodle

Page 17: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

17 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

Maggi add-ons,

Test Enhancer

> The first ever fortified taste enhancer that can be used across different cuisines in India, the Maggi Masala-e-Magic.

> It is not a simple masala, but is unique in that it efficiently enhances the taste inherent in the food ingredients already present.

> It is specifically fortified with Iron, Vitamin A & Iodine that are known to be widespread deficiencies in India.

2010

•Multigrain Noodles

•Masala-e-Magic

2008

•Maggi Cuppa Mania

•Maggi Chipkoo

1997

•Maggi formulation changed

1999

•Maggi formulation re-introduced

1866

•Foundation of Nestle, a Swiss company

1947

•Maggi merged with Nestle

1982

•Maggi introduced in India

1872

•Foundation of Maggi by Maggi Family

1990s

•Intro of Top Ramen affected Maggi

1990s

•Maggi Introduced Sauces

2005

•Maggi Magic Cubes

•Maggi Dal Atta Noodle

Page 18: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

18Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

Maggi

Moments> Following its “2 Minutes” tagline, Maggi invited audience to share their

Maggi (Happy) Moments in 2 Minutes stories and got a huge response.

> Maggi Invited Mummas to share their recipes around Maggi dishes.

Page 19: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

19Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

Maggi

Mumma> Maggi targeted the soft love bond of Mumma with her children and

convinced Mummas. All the efforts were made to recognize Maggi as a food for health and taste in heart of Mumma!

Page 20: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

20Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited

ConclusionNestle’s wise decision of merger with Maggi, made it pioneer in the packaged food industry, specifically in India.

Ease of preparing yummy dishes instantly made it the first choice and preference for all the kids and their mummas as well.

Maggi’s consistent quality, continued innovations, skill to identify the needs of society has allowed it to grab 90% of market share today, in instant food products LOB.

Maggi has continuously been expanding its product line, which leaves behind the image of so called “One product concentrated Brand” and hence less fear of being thrown out over night.

Maggi has won the King Position by its highly focused marketing strategy and rightly targeted customer base.

Page 21: Marketing Srategy - Nestle Maggi by Nirav Khandhedia

Thank You