Consumer Behaviour - The Delhi School of Communication


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Consumer Behaviour - The Delhi School of Communication

  1. 1. Consumer Behaviour Presentation By: Karishma Sood Manish Sharma Abhishek Chanda
  2. 2. How did make the cross border movement?
  3. 3. Maggi’ History <ul><li>With the Industrial Revolution came factory jobs for women and less time to prepare food. </li></ul><ul><li>In 1882 Swiss Public Welfare Society commissioned Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest. </li></ul><ul><li>Maggi merged with Nestle in 1947. </li></ul><ul><li>In India it was launched in 1980s by Nestle group of companies. </li></ul>
  4. 4. Indian Culture <ul><li>Wholesome meal - roti sabzi, dal chawal, puri bhaji…. </li></ul><ul><li>Indians like spicy and tangy stuff (failure of Top Ramen). </li></ul><ul><li>Snacks – biscuits, wafers, samosas, patties, chaat, dahi bhalla… </li></ul><ul><li>Evening food – tea accompanied with namkeen and meetha. </li></ul><ul><li>Home made snacks are considered healthy and hygienic. </li></ul>
  5. 5. <ul><li>Mothers like to prepare elaborate meals where the huge quantity if oil is a testimonial of her love. </li></ul><ul><li>There’s a feeling of guilt if the mother does not prepare the food herself. </li></ul><ul><li>Kids don’t like the regular dal roti. </li></ul><ul><li>The concept of working lunch has just about stepped in. </li></ul><ul><li>The prosperity of India’s middle class is showing in its burgeoning waistline (refer to cover story in Outlook). </li></ul>
  6. 6. The Indian Appetite
  7. 7. Maggi’ Journey In India <ul><li>When launched, it had to face a stiff competition from the ready to eat snack segments like biscuits, wafers etc. </li></ul><ul><li>Another competitor – ‘ home made snacks ’. </li></ul><ul><li>First positioning - hygienic home made snack . </li></ul><ul><li>Targeted towards the wrong segment – working women . </li></ul>
  8. 8. <ul><li>Next strategy – capture the kids segment with the help of sales promotions. </li></ul><ul><li>Hungry kid says “Mummy bhookh lagi hai’’ to which his mom replies ’’Bas do minute!’’ and soon he is happily eating Maggie noodles. </li></ul><ul><li>Positioning as a meal could not have worked because of the Indian mentality concerning a wholesome meal. </li></ul><ul><li>Final positioning – convenience pack . </li></ul><ul><li>‘ 2-minute Noodles’ </li></ul>
  9. 9. Change In Branding <ul><li>Earlier Version </li></ul><ul><li>‘ Fast to cook! Good to eat! ’ </li></ul><ul><li>Latest Version </li></ul><ul><li>‘ Taste bhi, Health bhi’ </li></ul>
  10. 10. Maggi’ TG in India <ul><li>Mothers, Housewives and working women. </li></ul><ul><li>Kids and the youth. </li></ul>
  11. 11. The Indian Mother
  12. 12. Working Women “ I was completely exhausted after my office hours. I had no stamina left to work for long hours in kitchen. Meanwhile few visitors arrived. I had smile on my face while greeting them but my mind was thinking of how to entertain them. What to do for dinner. Suddenly I thought of Maggi.”
  13. 13. Kids Love Maggi
  14. 14. Maggi Suits The Indian Tastebud <ul><li>Maggi Vegetable Atta Noodles </li></ul><ul><li>Maggi Dal Atta Noodles </li></ul><ul><li>Maggi Dal Atta with a Sambar tastemaker </li></ul>
  15. 15. Maggi Vegetable Atta Noodles <ul><li>An innovative product and the first of its kind in India. </li></ul><ul><li>Contains whole wheat and real vegetables. </li></ul><ul><li>A 100 gm pack of MAGGI Vegetable Atta Noodles provides the goodness of 3 rotis. </li></ul><ul><li>Energy, carbohydrates, dietary fibre, protein and calcium. </li></ul>
  16. 16. Maggi Dal Atta Noodles <ul><li>To provide the family with more good food . </li></ul><ul><li>Further builds on the nutrition proposition. </li></ul><ul><li>New product offers the goodness of protein coming from the unique combination of 'Atta' and ‘Dal’. </li></ul><ul><li>Dal Atta Noodles provides over 20% of a child's daily requirement of dietary fibre and protein. </li></ul>
  17. 18. Tetonative Facts <ul><li>India is the largest consumer of Maggi noodles in the world. </li></ul><ul><li>What Xerox is to photocopier and Colgate to toothpaste, Maggi is to noodles in India. </li></ul><ul><li>Ever since its launch in India in 1983, this brand has become synonymous with noodles. </li></ul><ul><li>The brand has grown to an estimated 200 crore. </li></ul>
  18. 19. <ul><li>Maggi has grown to an estimated Rs 160-170 crore brand contributing as much as 10% of Nestle India’s top line. </li></ul><ul><li>JUST how much can a housewife influence a Rs 1,688-crore company? Carlo M. Donati, the non-conformist Chairman and Managing Director of foods giant Nestle India Ltd, doesn't disappoint. &quot;She's someone whose needs we anticipate,&quot; he exclaims. You've got to give that to him. </li></ul>
  19. 20. Competence in Research and Development <ul><li>Maggi has access to the Nestlé Group’s proprietary technology/brands, expertise and the extensive centralised research and development facilities. </li></ul><ul><li>The culture of innovation and renovation and benchmarking of consumers’ tastes and products is facilitated in the company by the unique “Experimental Kitchen” and “Sensory Laboratory” at the Head Office. </li></ul>
  20. 21. Maggi’ Future Plans <ul><li>Market the company’s products in such a way so as to create value that can be sustained over the long term for consumers. </li></ul><ul><li>Create value for consumers that can be sustained over the long term by offering a wide variety of high quality, safe food products at affordable prices. </li></ul><ul><li>Continuously focus its efforts to better understand the changing lifestyles of modern India and anticipate consumer needs in order to provide convenience, taste, nutrition and wellness through its product offerings. </li></ul>
  21. 22. Acknowledgements <ul><li>The Delhi School Of Communication </li></ul><ul><li>Prof. Surojit Lahiri </li></ul><ul><li>Prof. Ramola Kumar </li></ul><ul><li>Mr. Sundarmoy Sen </li></ul><ul><li>Team Members </li></ul><ul><li>Photo courtesy: “The Sood Family” </li></ul>