Marketing Srategy - Nestle Maggi by Nirav Khandhedia

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Marketing Srategy - Nestle Maggi by Nirav Khandhedia

  1. 1. An assignment onMarketing StrategyMarketing Management | Symbiosis International UniversityNirav KhandhediaExecutive MBASr. Subject Matter Expert | Amdocs DVCI
  2. 2. Question > 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.2 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  3. 3. Solution > 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.3 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  4. 4. Nestle India Limited (Maggi)A study on Marketing StrategyNirav KhandhediaExecutive MBA
  5. 5. Contents > 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 > Conclusion5 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  6. 6. •Foundation of Nestle, 1866 a Swiss company •Foundation of Maggi 1872 by Maggi Family • Maggi merged with 1947 Nestle First steps of • Maggi introduced in 1982 India Maggi > 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 extensions6 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  7. 7. 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.7 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  8. 8. 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.8 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  9. 9. •Foundation of Nestle, 1866 a Swiss company •Foundation of Maggi 1872 by Maggi Family • Maggi merged with 1947 Nestle Maggi de • Maggi introduced in 1982 India Sauces 1990s • Maggi Introduced 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 Its different!9 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  10. 10. •Foundation of Nestle, 1866 a Swiss company •Foundation of Maggi 1872 by Maggi Family • Maggi merged with 1947 Nestle Maggi facing • Maggi introduced in 1982 India Competition 1990s • Maggi Introduced Sauces • Intro of Top Ramen 1990s affected Maggi > During 1990s, the sales of Maggi noodles declined, and this was attributed partly to the growing popularity of Top Ramen.10 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  11. 11. •Foundation of Nestle, 1866 a Swiss company •Foundation of Maggi 1872 by Maggi Family • Maggi merged with 1947 Nestle Maggi on • Maggi introduced in 1982 India Health Route 1990s • Maggi Introduced Sauces • Intro of Top Ramen 1990s affected Maggi > Nestle changed the formulation of Maggi noodles in 1997. • Maggi formulation 1997 changed > However, this proved to be a mistake, as • Maggi formulation consumers did not like the taste of new 1999 re-introduced 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.11 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  12. 12. •Foundation of Nestle, 1866 a Swiss company •Foundation of Maggi 1872 by Maggi Family • Maggi merged with 1947 Nestle Maggi in • Maggi introduced in 1982 India Cubes 1990s • Maggi Introduced Sauces • Intro of Top Ramen 1990s affected Maggi > Maggi Intorduced 40gms packs of Maggi Masala, Magic cubes in 2005 • Maggi formulation 1997 changed > Available in both Veg and Non-Veg • Maggi formulation (Chicken) variant 1999 re-introduced • Maggi Magic Cubes > Best for the use with Rice 2005 Introduced12 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  13. 13. •Foundation of Nestle, 1866 a Swiss company •Foundation of Maggi 1872 by Maggi Family • Maggi merged with 1947 Nestle Maggi, now, • Maggi introduced in 1982 India Indian 1990s • Maggi Introduced Sauces • Intro of Top Ramen 1990s affected Maggi > NIL launched the Maggi vegetable Atta noodles (Vegetable Atta Noodles) in 2005. • Maggi formulation 1997 changed > An offering that exemplifies “Taste Bhi • Maggi formulation Health Bhi”, MAGGI Vegetable Atta Noodles 1999 re-introduced is tasty because it is loaded with everyone’s •Maggi Magic Cubes favourite MAGGI ‘Masala’ and healthy 2005 •Maggi Dal Atta Noodle because it now has more real vegetables and is packed with the power of fibre.13 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  14. 14. •Foundation of Nestle, 1866 a Swiss company •Foundation of Maggi 1872 by Maggi Family • Maggi merged with 1947 Nestle Maggi in • Maggi introduced in 1982 India Cups 1990s • Maggi Introduced Sauces • Intro of Top Ramen 1990s affected Maggi > A variant of Maggi, the MAGGI Cuppa Mania, launched in 2008, is packed in • Maggi formulation 1997 changed disposable fork to make it an even easier snacking option. • Maggi formulation 1999 re-introduced > In an easy to carry on-the-go Cup format, •Maggi Magic Cubes MAGGI Cuppa Mania comes in two mouth 2005 •Maggi Dal Atta Noodle watering variants • Maggi Cuppa Mania > Masala Yo! 2008 > Chilly Chow Yo! > Cuppa mania says “Just add garam pani and Carry on Jani”14 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  15. 15. •Foundation of Nestle, 1866 a Swiss company •Foundation of Maggi 1872 by Maggi Family • Maggi merged with 1947 Nestle Maggi sauces in • Maggi introduced in 1982 India Pocket 1990s • Maggi Introduced Sauces • Intro of Top Ramen 1990s affected Maggi > In the same days of Cuppa Mania, Maggi introduced Pichkoo, a small doy pack of • Maggi formulation 1997 changed sauce, which makes MAGGI Tomato ketchup affordable to a host of new • Maggi formulation 1999 re-introduced consumers. •Maggi Magic Cubes > And yes, of course, Its different! 2005 •Maggi Dal Atta Noodle •Maggi Cuppa Mania 2008 •Maggi Chipkoo15 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  16. 16. •Foundation of Nestle, 1866 a Swiss company •Foundation of Maggi 1872 by Maggi Family • Maggi merged with 1947 Nestle Maggi no more • Maggi introduced in 1982 India Just Mainda 1990s • Maggi Introduced Sauces • Intro of Top Ramen 1990s affected Maggi > Giving a reason to health conscious people to eat more Maggi, Vegetable Multi grain • Maggi formulation 1997 changed Noodles was introduced in 2010. • Maggi formulation > “Mummy ke Multi gun” made mummy 1999 re-introduced allow their children eat more Maggi with •Maggi Magic Cubes health intact! 2005 •Maggi Dal Atta Noodle •Maggi Cuppa Mania 2008 •Maggi Chipkoo • Multigrain Noodles 201016 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  17. 17. •Foundation of Nestle, 1866 a Swiss company •Foundation of Maggi 1872 by Maggi Family • Maggi merged with 1947 Nestle Maggi add-ons, • Maggi introduced in 1982 India Test Enhancer 1990s • Maggi Introduced Sauces • Intro of Top Ramen 1990s affected Maggi > The first ever fortified taste enhancer that • Maggi formulation can be used across different cuisines in 1997 changed India, the Maggi Masala-e-Magic. • Maggi formulation 1999 re-introduced > It is not a simple masala, but is unique in that it efficiently enhances the taste •Maggi Magic Cubes inherent in the food ingredients already 2005 •Maggi Dal Atta Noodle present. •Maggi Cuppa Mania 2008 •Maggi Chipkoo > It is specifically fortified with Iron, Vitamin •Multigrain Noodles A & Iodine that are known to be 2010 •Masala-e-Magic widespread deficiencies in India.17 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  18. 18. 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.18 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  19. 19. 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!19 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  20. 20. Conclusion Nestle’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.20 Nirav Khandhedia, SCIT Ex-MBA, 2012-15, A Case Study on Marketing Strategy of Nestle India Limited
  21. 21. Thank You

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