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 Noodles<br />
Agenda<br /><ul><li>Product Launch and Development
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 />
2 Types Distribution – Traditional ( Kirana Stores) , Institutional (Food outlets</li></ul>Distributor<br /><ul><li>6% Margin from Nestle
Has to pay in advance to Nestle but has to give on credit to Retailers
Target small & big shops both</li></ul>Retailer<br /><ul><li>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</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 />