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Strategies of Maggi
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  • 1. Maggi takes the Health Route Presented By – Vivek Sharma Roll No. – 06 PGPIMC Tat - 06
  • 2. Introduction
    • Nestle introduced the Maggi brand in India in 1982. With its launch of Maggi 2 Minute Noodles. With the launch of Maggi noodles, NIL created an entirely new food category in the Indian packaged food market. The brand is very popular in several countries. The brand Maggi is also known as “Maggi Mee". Maggi is a brand of instant soups and noodles. Maggi noodles recently introduced a new variety of its noodles, to cater the health conscious customers like 'Less Salt' and 'No Trans fat'. Over the years, in India Maggi noodles became a popular snack food product.
  • 3. Introduction
    • In May 2006, Nestle launched a new instant noodles product called Maggi Dal Atta Noodles.
    • Nestle positioned that instant as a ‘Health’ product that provide 20% extra protein for a child aged between 7 - 9.
    • This is the addition to the range of Healthy products of NIL had been launching over the early 2000s.
    • NIL offered a variety of culinary products such as instant noodles, soups, sauces and ketchups, cooking aids etc, under the Maggi brand.
  • 4. Introduction
    • In 1990, the sale of Noodles declined. The resign behind decline the sale was growing popularity of Top Ramen another instant noodles product.
    • In 1997, NIL changed the formulation of Maggi Noodles. That was the big mistake of NIL because the customer didn’t like the taste of new noodles.
  • 5. Introduction
    • In 1999, NIL reintroduced the old formulation of noodles for increasing their sales.
    • Over the years NIL introduced several other products like soups and cooking adds under the Maggi brand.
    • In 2000, Maggi was the leader in the branded instant noodles.
  • 6. Introduction
    • In 2005, NIL launched another instant Maggi Vegetable Atta Noodles. A healthy instant noodles product made of whole wheat flour and vegetables.
    • In 2006, NIL launched another instant Maggi Dal Atta Noodles. Another healthy instant noodles but as a consumer didn’t like the taste of new noodles.
  • 7. Maggi Products
    • NIL extended the Maggi brand to a variety of culinary products like:
      • Maggi Noodles
          • 2 Minute Noodles
          • Vegetable Atta Noodles
          • Dal Atta Noodles
          • Rice Noodles
      • Maggi Sauces
      • Maggi Healthy Soups
      • Maggi Healthy Soup - Sanjeevni
  • 8. STP of Maggi
    • Maggi segmented their market on the basis of life style and eating habits of the Indian consumer.
    • The target audience of Maggi is kids and office going mothers.
    • Maggi positioned their product as a healthy fast food. With the slogans of 2 minutes noodles.
  • 9. ?
    • Discuss the strategies undertaken by Nestle India Ltd. to create and establish a new product category.
  • 10. Strategies of Nestle
    • Nestle made the Slogan ‘Bas 2 minute’. It helps mothers with the promise of ‘fast to cook and good to eat’ snacks.
    • It added that bit of ‘different’ to the popular ketchup. And offered “Health Bhi, Taste Bhi” through its no-MSG soups.
    • Nestle also followed up these launches with ‘It’s different’ ad campaigns.
    • Nestle was focusing their ads based on children's taste and health.
  • 11. Strategies of Nestle
    • Nestle also using the strategy of brand extension for attracting more customers because every customer have different choices.
    • Nestle also using various variants of the product for increase the uses of the product.
    • Nestle spend a huge amount of work for maintain the same taste and nutrition of the product.
  • 12. ?
    • What measures were undertaken in sustaining the image of a popular brand (maggi noodles) and the reason behind the brand extension of the same?
  • 13. Strategies of Nestle
    • For sustaining their image Nestle introduced several ready-to-eat meal variants and frozen foods in the market. Like
      • Various desi sub-segments such as the traditional Dal Atta, Veg Atta and Rice noodles along with their various variants, Curry, Masala, Tomato, Chicken in the traditional segment and Shahi Pulao, Lemon Masala and Chilly Chow in the rice noodle segments.
  • 14. Strategies of Nestle
    • For sustaining their image Nestle Invite housewives to send new innovative recipes made from maggi.
    • Organizing contests, games industrial visit for school kids.
    • Using attractive advertising campaign for sustaining their image.
  • 15. Strategies of Nestle
    • For sustaining their image nestle find out the need and demand of the consumer. So when Nestle launched Maggi in India. Nestle used the tagline, ‘Fast to cook and good to eat’, to not only promote the product, but also to educate the consumer about the advantages of the product.
    • For sustaining their image Nestle continually innovate and renovate their products According to the need of the consumer .
  • 16. Brand Extension
    • The main resion behind the brand extension that the families are more health conscious. So maggi extended their brands for attracting the families.
    • The other resion behind the brand extension was the competition with other players such as Kissan and Heinz, as well as smaller regional players such as Tops.
  • 17. Brand Extension
    • With the help of research NIL found that mostly Indian consumer want more value through products that are superior in taste, nutrition, health and wellness.
    • Nestle also using the brand extension strategy for over cum the problem of declining the sale.
    • Growing popularity of Top Ramen also a big resion of maggi to extending their brand. In order to improve sales and attract more consumers.
  • 18. ?
    • What strategies were adopted by NIL in repositioning Maggi noodles?
  • 19. Repositioning strategy
    • When nestle introduced the maggi in India the target customer of maggi was Working women's but after the research they find out that the main target customer of maggi was children. So they change their positioning strategy as a healthy fast food.
  • 20. Thank You