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Maggi

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  • Maggi Kitchen- a kitchen in which every eatable except for spices, water and additonal seasonings would be a maggi product Metros targeted: Delhi, Mumbai, Chennai, Calcutta,Tier-1 cities targeted: Chandigarh, Bangalore, Hyderabad, Ahmedabad.

Maggi Maggi Presentation Transcript

  • Maggi Noodles
  • Agenda
    • Product Launch and Development
    • Marketing Mix
    • STPD Analysis
    • Distribution
    • Competitor Analysis
    • Consumer Survey
    • SWOT
  • PRODUCT LAUNCH OF MAGGI
    Nestle aspired to create a Maggi kitchen
    Nestle observed a burgeoning craze for Chinese food & easy to cook meals.
    Nestle launched Maggi noodles in 1983.
    Initially priced at Rs. 2.10 with a close to 100% margin.
    Product targeted towards middle class of metros and tier-1 cities.
    Product was positioned as an easy to cook meal.
    Target customers were children and youth.
  • Product Lifecycle
  • The 4 Ps
    Product
    Ready to cook meal
    Variants for different segments
    Price
    Differentiated packaging
    Lower price point strategy.
    Place
    Target rural market
    Target hawkers/roadside eating joints
    Kiryana stores
    Promotion
    Prime time electronic media advertisements
    Awareness campaigns
    Sponsor school quiz
  • STPD ANALYSIS
  • Bcg-matrix
    Market share-80%
    Market Growth- 15%
    Star
    Question
    20%
    MAGGI NOODLES
    Market Growth Rate
    10%
    Cash cows
    Dogs
    0%
    10X
    1 X
    .1 X
    Relative market Share
  • Market Penetration Strategies
    Promotional Campaigns in Schools
    Dry Sampling – Distributing Maggi packets
    Wet Sampling – Distributing cooked Maggi
    Product Innovation – Atta Maggi, Rice Mania Maggi, Tomato Maggi, Chicken Maggi
    Availability in different packages 50gm,100gm,200gm,400gm
    Advertising Campaigns- 25 Years Celeb.
  • DISTRIBUTION
    Nestle
    • Decentralized Manufacturing
    • 2 Types Distribution – Traditional ( Kirana Stores) , Institutional (Food outlets
    Distributor
    • 6% Margin from Nestle
    • Has to pay in advance to Nestle but has to give on credit to Retailers
    • Target small & big shops both
    Retailer
    • 10% Margin from Distributor and goes to 15% for new and promotional products.
    • Area space brought by Nestle for promotional purposes
    • Sampling (Wet and Dry ) done here for promotional purpose
  • Competitor – Top Ramen
    Nearest Competitor
    Innovation
    Cup Noodles
    Curry Noodles
    Major portion of market share in cup noodles market
    Positioned as a easy to cook meals not snack items
    Target audience – Adults and teenagers ,16-35 years old
    Issues :
    Lacking in promotional activities, apart from Initial Shahrukh Khan campaign
    Distribution issues – Earlier using Marico distribution channel now making their own channel.
  • Consumer Survey
  • SWOT ANALYSIS
  • Thank you!!