MARKET SURVEY REPORTMAGGI INDIA PVT. LTD. Submitted to: - MR. WANGCHUK CHUNGYALPA Submitted by:- 1. PAPPU SHARMA 2. NEERAJ KR AGARWAL 3. PAWAN KUMAR 4. RISHAV KUMAR 5. VINOKA K. AWOMI Date of submission: - 31.10.2012
ACKNOWLEDGEMENTWe would like to thank our professor; Mr. WANGCHUK CHUNGYALPA whogave the opportunity to make this project through which we have gainedvaluable information on the topic “Maggi.”We would also like to thank all my friends for helping and making the projectsuccessful. These acknowledgements are one way where we can actuallythank the people who have been instrumental in the making of this project.With their help the project was done with ease. We would like to thank a lotof people without whose co-operation and support working on this projectwould not have been so pleasurable and interesting.
CONTENTSSr. No Particulars Pg. No 1 Introduction to Maggi 2 Brand Story 3 Various products of Maggi 4 Taste and preference of consumers 5 Demography and psychograph of consumers 6 Market Share 7 SWOT analysis of Maggi brand 8 Research methodology 9 Questionnaire 10 Data Collected 11 Analysis of questionnaire 12 Conclusion
INTRODUCTIONMaggi is a Nestlé brand of instant soups, stocks, bouillon cubes, ketchups,sauces, seasonings and instant noodles. The original company came intoexistence in 1872 in Switzerland, when Julius Maggi took over his fathersmill. It quickly became a pioneer of industrial food production, aiming atimproving the nutritional intake of worker families. It was the first to bringprotein-rich legume meal to the market, which was followed by ready-madesoup based on legume meal in 1886. In 1897, Julius Maggi founded thecompany Maggi GmbH in the German town of Singen where it is stillestablished today.Maggi Comes to India – teething troubles Maggi noodles was launched inIndia in the early1980s. Carlo M. Donati, the present Chairman andManaging Director of Nestle India Ltd, brought the instant noodle brand toIndia during his short stint here in the early eighties. At that time, there wasno direct competition. The first competition came from the ready-to-eatsnack segment which included snacks like samosas, biscuits or maybepeanuts, that were usually ‘the bought out’ type. The second competitioncame from the homemade snacks like pakoras or sandwiches. So there wereno specific buy and make snack! Moreover both competitors had certaindrawbacks in comparison. Snacks like samosas are usually bought out, andoutside food is generally considered unhygienic and unhealthy. The othercompetitor, ‘homemade’ snacks overcame both these problems but had thedisadvantage of extended preparation time at home. Maggi was positionedas the only hygienic homemade snack! Despite this, Nestlé faced difficultieswith their sales after the initial phase. The reason being, the positioning ofthe product with the wrong target group. Nestle had positioned Maggi as aconvenience food product aimed at the target group of working women whohardly found any time for cooking. Unfortunately this could not hold theproduct for very long. In the course of many market researches and surveys,the firm found that children were the biggest consumers of Maggi noodles.Quickly they repositioned it towards the kids segment with various tools ofsales promotion like color pencils, sketch pens, fun books, Maggi clubs whichworked wonders for the brand.Maggi was positioned as ‘2-minute noodles’ with a punch line that said ‘Fastto cook! Good to eat!’ And this gave the implied understanding to the
consumer that it was a ‘between meals’ snack. The company could haveeasily positioned the product as a meal, either lunch or dinner. But, it chosenot to do so, because the Indian consumer mindset did not accept anythingother than rice or roti as a meal. Hence trying to substitute it with noodleswould have been futile. The firm did not position it as a ‘ready-to-eat’meal either, as the housewife prefers to ‘make’ a meal for her kids ratherthan buy it for them. And if she can make it in two minutes with very littleeffort, then obviously it’s a hit with her! What’s more, if kids also love thetaste, the product is as good as sold! So the ‘2- minute’ funda coupled withthe ‘yummy taste worked!
BRAND STORYLaunched in 5 flavors initially – Masala, chicken, Capsicum, sweet & sour,and Lasagna.Maggi had to fight hard to be accepted by Indian consumers with their hard-to-change eating habits. The packaged food market was very small at thistime; Nestle had to promote noodles as a concept, before it could promoteMaggi as a brand. It therefore devised a two-pronged strategy to attractmothers on the ‘convenience’ plank and lure kids on the ‘fun’ plank.Gradually, the market for instant noodles began to grow. The company alsodecided to focus on promotions to increase the brand awareness. In theinitial years, Nestle promotional activities for Maggi included schemesoffering gifts( such as toys and utensils) in return for empty noodles pack.According to analysis the focus on promotion turned out to be the singlelargest factor responsible for Maggi’s rapid acceptance. Nestle’s Managersutilized promotions as measured to meet their sales target. Gradually, salespromotion became a crutch for Maggi noodles sales. Later many of theMaggi’s extensions also made considerable use of promotional schemes. Thefocus of all Maggi’s extensions was more on below the line activities ratherthan direct communication. In addition to promotional activities, Maggiassociated itself with main stream television programmed and advertisedheavily on kids programmed and channels. After its advertisements withtaglines like “mummy bhookh lagi hai, bas do minute” and fast to cook goodto eat Maggi’s popularity became highly attributed to its “extremely highappeal to children”. As a result, Maggi’s annual growth reportedly touched15% during its initial years.
VARIOUS PRODUCTSThe product mix of Maggi is divided into various categories definedbelow. The company has launched various products under eachcategory as mentioned below.1. Noodles a) Maggi 2-Minute Noodle (Masala, Chicken, Curry and Tomato) b) Maggi Dal Atta Noodles (Sambhar taste) Vegetable Atta Maggi Noodles c) Maggi Rice Noodles (Lemon Masala, Chilly Chow and Shahi Pulao) d) Maggi Cuppa mania (Masala yo, Chilli chow yo)2. Sauces a) Teekha masala Tomato chatpat Imli khata mitha Tomato ketchup Hot and sweet Tomato pudina b) Ginger, Garlic & Coriander c) Maggi Oriental Chilli Garlic d) Ginger, Garlic & Coriander3. Maggi Pichko4. Soups Healthy a) Chef Style i. Cream Mushroom ii. Sweet Sour Tomato Noodles iii. Tangy Tomato Vegetables b) Home Style i. Creamy Chicken ii. Mixed Vegetable iii. Rich Tomato
c) Chinese Style i. Chinese Hot Sour Chicken ii. Chinese Sweet Corn Chicken iii. Chinese Sweet Corn Vegetables iv. Chinese Hot & Sour Vegetables5. Maggi soup sanjivni a) Amla b) Badam c) Spinach d) Dal e) Tomato6. Maggi bhuna masala a) Bhuna masala for gravy dishes b) Bhuna masala for vegetable dal7. Maggi magic cubes a) Chicken b) Vegetarian masala
TASTE AND PREFERENCES OF CONSUMERSHealth is the flavour of the season. Food companies in India are growingaware of the increasingly changing consumption trends and tastepreferences among the Indian junta. No surprises, but this is the reasonmore and more companies are coming up (or are actually re-marketing) withproducts that are healthy. Take for example Coke and Pepsi; both havealready started looking into the non-carbonated drinks category section.Maggi first introduced in the market Maggi Atta Noodles – which it claimedwas a healthy food as it was made of wheat flour followed by soups.Nestle India, in an effort to carry on with its trend of providing the Indianconsumer’s healthy food recently introduced a range of Healthy Soups. Theentire range consists of the following; maggi tomato, mixed vegetable,tomato vegetable, mushroom, chicken, sweet corn chicken and hot andsour vegetable. The product is priced at Rs 25 for 70 grams.Maggi became successful because it understood consumers. The brandnever wanted to change Indian consumer’s habit. It did not have ambitionsabout changing Indian’s breakfast or dinner preferences. What Maggi didwas to slowly attach itself to Indian consumers need without disruption.Maggi was also closely watching consumer preferences. When consumerswanted healthy food, Maggi launched Atta Noodle variants that werehealthy. More importantly this move addressed the concerns ofHomemakers. The brand extended itself to multiple segments but withoutdiluting the core brand equity. Maggi over these years have made lot of mistakes. It made mistakes because the brand was willing to experiment. More importantly the brand learned from those mistakes and corrected itself. Maggi also invested heavily in brand building. The campaigns for one of Maggi’s products were always there in the media which kept the brand fresh in the mind of the consumers. Maggi personifies the basic principles of understanding c o n s u m e r s , innovating and investing in the brand.Maggi is one packaged food brand that has only seen its popularity grow inthe past many years and the secret to the success is that instead of trying to
change the food habits of consumers, it has tried to align itself with localtastes and preferences with the ‘fast to cook and good to eat’ promise. To commemorate its successful journey through a quarter of a century in the world’s largest consumer market, the brand, last year, launched an innovative campaign inviting its loyalists to share with it their Maggi stories and promised to broadcast them to the world at large, thereby, making them the superstars overnight. Along with television commercials, which aired individual consumer stories of their lasting memories of Maggi, the brand displayed pictures of these loyal customers on the Maggi packs. Nestle also introduced a website Meandmerimaggi.in for engaging with them. The company also rewarded its consumers by adding to the Maggi portfolio that hitherto had sauces and soups in various flavours, a range of prepared dishes and cooking aids such as Maggi Bhuna Masala and Maggi Pasta. So far focused on urban consumers, the company also made a pitch for rural consumers by launching Maggi Rasile Chow noodles at an inviting price of Rs4. Again, local tastes and recipes have been at the core of all these marketing innovations.“Creating delight and happiness in everyday meals is not just about providingtasty food. It is about providing taste and health in a convenientcombination,” says Shivani Hegde, general manager, foods.
DEMOGRAPHY AND PSYCHOGRAPHY OF CONSUMERSDemography:- 1) Age and sex: - Maggi products are consumed by people of different age groups. They are consumed by children, teenagers, adults as well as old people. They are consumed by both genders male and female. 2) Income: - Maggi products are available at reasonable prices. So they are consumed by the lower, middle as well as the higher class. 3) Religion and nationality: - Maggi products are famous and are consumed by people of all religions and nationality.Psychograph:- 1) Attitude: - Consumers of maggi have a positive attitude towards the product which makes it the leader in the market. Maggi dominates the market. 2) Lifestyle: - Lifestyle determines the way of living of people. It describes how a consumer leads his life. Maggi products are consumed by all.
MARKET SHARE Maggis Market Share in Ketchup Category 45% 55% Maggi OthersMaggi has a market share of 45% which is a high percentage. It dominatesthe market in the ketchup segment.
Maggis Market Share in Noodles Category 20% 80% Maggi OthersMaggi has a market share of as high as 80% in the noodles segment. Itdominates the market. It is the leader in this segment.
SWOT ANALYSIS OF MAGGI BRANDThe SWOT analysis of Maggi brand clearly indicates the strengths of Maggi asa Brand in Indian market. The Brand was found to be a leader in its categoryof Noodles, with strong customer loyalty. Intensive distribution of Maggi asa Brand was seen in urban areas of the country. The major threats of thebrand as shown in the figure below indicates that Maggi has made severalattempts to revamp itself as a ‘Healthy Product” but till date its perseverancetowards the tag line is low by the consumers. The brand is in the growthstage of product life cycle with a strong inclination towards the maturitystage.SWOT ANALYSISSTRENGTH: -Market leader in their segment.Strong brand loyal consumer base.Wide range of distribution channel.Product according to the need of Indian consumer.Innovative ProductWEAKNESS:-Product is dependent on each otherNot so much presence in rural marketOPPORTUNITY:-Increasing number of working youth.Product has been acceptable in youth category.Shift to rural market.Changing preference of consumer towards Chinese food and fast food.Can foray into other food markets with its strong Brand name.THREAT:-Price war with competitors.Strong presence of regional competitors.Consumers don’t perceive it as a “Healthy Product”.
RESEARCH METHODOLOGY:-METHOLODOGYThe research will be carried out in the form of a survey. This will includeprimary research in addition to secondary research as stated below. Thesurvey research method will be descriptive research design. Each respondentwill be interviewed through a Questionnaire. The sample will be selected by asimple random sampling method.The survey will address the following information area:Information Areas:The objective as spelt out can be elaborated into specific information areas tobe studied. How do customers perceive Maggi as a stable brand, their perception of noodles and how do they associate themselves with Maggi? Are the consumers aware of Maggi Brand or they associate noodles with some other brand? Which product from the entire basket of Maggi products do the consumers consider as the best selling product for Maggi and to which the consumers frequently buy? Are the consumers willing to accept Maggi brand extensions to some other products like chocolate, juices, chips etc?
QUESTIONNAIREOBJECTIVES OF QUESTIONNAIRE To understand the influence of Maggi as a brand on consumers mind set. Sources of Brand equity of Maggi like Brand awareness, Brand image, Brand association, Brand recall. To understand the Brand performance of Maggi products. To understand Brand Imagery, Brand Quality perceived by customers, Brand credibility, consideration, superiority and feelings. To know the medium of media through which they became aware of Maggi.Q 1) Are you a consumer of Maggi? o Yes o NoQ 2) what comes first in your mind when you hear the word Maggi? o Noodles o Fast food o Snacks o None of theseQ 3) what is the brand that comes to your mind when we say the wordnoodles? o Maggi o Top Ramen o Surya Noodles o Anil Noodles
Q 4) Color the ring for the following Maggi products w.r.t. frequency ofpurchase with 1 being the highest rank o Noodles o Ketchup o Soup o Pickles o CubesQ 5) with what products would you associates the brand Maggi? o Ketchup o Noodles o Soup o MasalaQ 6) on a scale of 1 to 5 Color the ring to rate Maggi on the followingparameters o Taste o Variety/Flavours o Hygiene/PurityQ 7) the categories which Maggi should look in future in order of yourimportance: o Chocolates o Salted Potato Chips o Fruit Juices o Processed foods (Ready to use pastes, masalas) o Others (Please mention)Q 8) how do you perceive Maggi products? o Good for health. o Ready to eat. o Junk food o Tasty / Fun eating
Q 9) Which Maggi products in noodles category do you regularly buy? o Maggi masala o Maggi vegetable atta noodles o Maggi dal atta noodles o Maggi rice noodles mania o Others( Plz Mention)Q 10) You came to know about Maggi from: o Newspapers o Radio o T.V advertisements o Word of mouth o Other sourceQ 11) Do you perceive Maggi noodles as a healthy product? o Yes o NoQ 12) If No then your suggestions for improvement as a healthy product?___________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________
DATA COLLECTEDS. Name Gende Age Occupation Address Monthl Product RemarksNo r y Used of Income Maggi1. Pappu Sharma M 20 Student Gangtok 1000 Noodles Excellent2. Krishna Murari M 21 Student Gangtok 2000 Ketchup Good3. Nabakishore M 23 Lab Deoralli 15000 soup V.Good Dutta Assistant sanjivni4. Himanshu Ranjan M 24 Asst. Rangpo 35000 soup Fair Professor sanjivni5. Trishna Sinha F 20 Student Ranipool 3400 Noodles Excellent6. Nishant agarwal M 18 Student Gangtok 900 bhuna Excellent masala7. Bikash kumar M 19 Student Gangtok 2500 bhuna V.Good masala8. Trisrota Sarkar F 23 Lab Tadong 5400 Noodles V.Good Assistant9. Ravi Arora M 19 Student Tadong 1800 soup Good sanjivni10. Mukesh Ambani M 22 Student Manipal 1900 bhuna V.Good masala11. Ritika Ranjan F 24 Student Namchi 2400 Noodles Good12. Anjali Chaurasia F 21 Student Geyzing 5500 bhuna V.Good masala13. Kriti Srivastava F 25 Student Singtam 7200 Noodles Good
ANALYSIS OF THE QUESTIONNAIREQ 1) Are you a consumer of Maggi? o Yes o NoAnalysis: The survey suggested that out of 13 consumers all 13 are consumersof maggi products. Maggi is quite famous with the different types ofconsumers in the market. Our survey took the sample of consumers ingeneral.Q 2) what comes first in your mind when you hear the word Maggi? o Noodles o Fast food o Snacks o None of theseAnalysis: The survey suggested that 7 out of 13 consumers associated maggiwith noodles. 3 for snacks and masala each. People are familiar with maggi asa brand for noodles in majority.Q 3) what is the brand that comes to your mind when we say the wordnoodles? o Maggi o Top Ramen o Surya Noodles o Anil NoodlesAnalysis: The survey suggested that Maggi is the most popular brand withconsumers of noodles. It suggests that 12 out of 13 consumers associatenoodles with maggi.
Q 4) Color the ring for the following Maggi products w.r.t. frequency ofpurchase with 1 being the highest rank o Noodles o Ketchup o Soup o Pickles o CubesAnalysis: Most of the consumers have given noodles as 5 star. Peoplepurchase maggi noodles in majority. The frequency of the purchase of magginoodles is high. Then ketchup as 4 star, etc.Q 5) With what products would you associate the brand Maggi? o Ketchup o Noodles o Soup o MasalaAnalysis: The survey suggested that 7 out of 13 people associated the brandmaggi with noodles. 3 consumers associated it with masala. 2 consumersassociate the brand with soup and 1 with ketchup.Q 6) On a scale of 1 to 5 Color the ring to rate Maggi on the followingparameters o Taste o Variety/Flavours o Hygiene/PurityAnalysis: The products of maggi have been rated well above 3 stars in theabove parameters given by most of the consumers.
Q 7) The categories which Maggi should look in future in order of yourimportance: o Chocolates o Salted Potato Chips o Fruit Juices o Processed foods (Ready to use pastes, masalas) o Others (Please mention)Analysis: According to the survey, maggi should look for salted potato chips infuture as it is highly demanded by the people in the market.Q 8) How do you perceive Maggi products? o Good for health. o Ready to eat. o Junk food o Tasty / Fun eatingAnalysis: The survey suggests that most of the consumers perceive maggiproducts as being good for health.Q 9) Which Maggi products in noodles category do you regularly buy? o Maggi masala o Maggi vegetable atta noodles o Maggi dal atta noodles o Maggi rice noodles mania o Others( Plz Mention)Analysis: The survey suggested that most of the consumers regularly buymaggi vegetable atta noodles while a few of them preferred maggi masalanoodles.
Q 10) You came to know about Maggi from: o Newspapers o Radio o T.V advertisements o Word of mouth o Other sourceAnalysis: The survey suggested that a majority of the people came to knowabout maggi through television advertisements. Maggi advertisements arequite famous with the consumers.Q 11) Do you perceive Maggi noodles as a healthy product? o Yes o NoAnalysis: The survey suggested that majority of the consumers perceive magginoodles as a healthy product. The survey suggests that 20 out of 20consumers perceive maggi noodles as a healthy product.Q 12) If No then your suggestions for improvement as a healthy product?___________________________________________________________________________________________________________________________________Analysis: The survey suggests that 13 out of 13 consumers perceive magginoodles as a healthy product and need no improvement as a healthy product.
CONCLUSIONThe survey was a huge success in which we were able to know about the wellestablished product of maggi in the market.. Older people are also more expected for a larger choice of products thanyounger (goes progressively from 51% to 71% of interest).