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

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

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