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  • 1. 1. INTRODUCTION OF FMCG INDUSTRY What is the FMCG Industry? "Resilient, Rewarding and really, really Fast."FMCG industry, alternatively called as CPG (Consumer packaged goods)industry primarily deals with the production, distribution and marketing ofconsumer packaged goods. The Fast Moving Consumer Goods (FMCG) arethose consumables which are normally consumed by the consumers at a regularinterval. Some of the prime activities of FMCG industry are selling, marketing,financing, purchasing, etc. The industry also engaged in operations, supplychain, production and general management.The Fast Moving Consumer Goods (FMCG) industry in India is one of thelargest sectors in the country and over the years has been growing at a verysteady pace. The sector consists of consumer non-durable products whichbroadly consists, personal care, household care and food & beverages. TheIndian FMCG industry is largely classified as organised and unorganised. Thissector is also buoyed by intense competition. Besides competition, this industryis also marked by a robust distribution network coupled with increasing influxof MNCs across the entire value chain. This sector continues to remain highlyfragmented.Shri Chimanbhai Patel Institute of Management and Research Page 1
  • 2. Industry ClassificationThe FMCG industry is volume driven and is characterised by low margins. Theproducts are branded and backed by marketing, heavy advertising, slickpackaging and strong distribution networks. The FMCG segment can beclassified under the premium segment and popular segment. The premiumsegment caters mostly to the higher/upper middle class which is not as pricesensitive apart from being brand conscious. The price sensitive popular or masssegment consists of consumers belonging mainly to the semi-urban or ruralareas who are not particularly brand conscious. Products sold in the popularsegment have considerably lower prices than their premium counterparts.Following are the segment-wise product details along with the major players:Shri Chimanbhai Patel Institute of Management and Research Page 2
  • 3. The facts about the FMCG IndustryFMCG, otherwise known as CPG, is one of the biggest industries in the worldand there are a lot of facts that stand the FMCG industry apart as a careerchoice:FMCG companies are behind the biggest brands in the world. FMCG is allabout names, the products which everyone recognises from trips to thesupermarket or from ads on television. The brands that make up this sector arethe high profile ones, the ones everybody knows and loves. Think Coca-Cola,Dettol and Dove. This is an industry that puts you in living rooms, kitchens andbathrooms across the globe.The FMCG industry changes fast and is constantly evolving. Its fair to saythere is never a dull moment in FMCG. From the pace at which goods leave theshelves to the rate of product innovation and career progression, things movequickly. And it doesnt end there. The brands themselves are changing just asquickly. 40% of brands on the top 100 list twenty years ago have already beenreplaced by new names today.FMCG firms thrive on employee and customer retention. Employeeinvestment is a big part of the ethos of the FMCG world. Perhaps its becausewe understand the importance of loyalty. Customer loyalty can make or break abrand. Take Twinning‟s, for example – a century after they entered the top 100brand list, they are still there and going strong. So it makes sense for FMCGcompanies to encourage the loyalty of their employees too.FMCG companies can beat the recession. This is an industry that has proveditself very resilient to recession – with the majority of companies in the sectorweathering the financial storm in a way that very few others have managed.Why? Well, consumers will always need to buy the products created by FMCGcompanies. They may not buy big items like refrigerators or cars in a recession,but floors still need to be cleaned, clothes need to be laundered and aches andpains still need to be soothed.Shri Chimanbhai Patel Institute of Management and Research Page 3
  • 4. The FMCG industry thinks bigger – and better. This is an industry thatoffers things on a whole new scale. Where else could you find yourself handling$150 million accounts? Working in FMCG gives you the chance to be a part ofsome global success stories and influence the way consumers shop for products.FMCG firms are always thinking of the next great discovery or innovation –always developing and ever-changing to meet consumers needs.FMCG has a history of delivering what consumers want. Some FMCGcompanies roots are over two centuries old – driving the industry to a value of$570.1 billion. In short, to quote Sam Walton, founder of Wal-Mart: "Highexpectations are the key to everything"Shri Chimanbhai Patel Institute of Management and Research Page 4
  • 5. 2. INTRODUCTION OF NESTLE COMPANYNestlé is......the worlds leading nutrition, health and Wellness Company. Their mission of"Good Food, Good Life" is to provide consumers with the best tasting, mostnutritious choices in a wide range of food and beverage categories and eatingoccasions, from morning to night.They believe that leadership is about behaviour, and they recognise that trust isearned over a long period of time by consistently delivering on their promises.Nestlé believes that it is only possible to create long-term sustainable value fortheir shareholders if their behaviour, strategies and operations also create valuefor the communities where they operate, for their business partners and ofcourse, for their consumers. They call this creating shared value. The Nestlé Corporate Business Principles are at the basis of their company‟sculture, developed over 140 years, which reflects the ideas of fairness, honestyand long-term thinking.Nestlé can trace its origins back to 1866, when the first European condensedmilk factory was opened in Cham, Switzerland, by the Anglo-Swiss CondensedMilk Company. One year later, Henri Nestlé, a trained pharmacist, launchedone of the world‟s first prepared infant cereals „Farine lactée‟ in Vevey,Switzerland.The two companies merged in 1905 to become the Nestlé we know today,with headquarters still based in the Swiss town of Vevey. They employ around328 000 people and have factories or operations in almost every country in theworld. Nestlé sales for 2011 were almost CHF 83.7 bn."Good Food, Good Life" is the promise they commit to everyday, everywhere– to enhance lives, throughout life, with good food and beverages.Shri Chimanbhai Patel Institute of Management and Research Page 5
  • 6. Ever since Henri Nestlé invented Farine Lactée to alleviate infant mortality,Nestlé has been dedicated to enhancing lives. They strive to help consumerscare for themselves and their families by offering tastier and healthier choices.Their dedication to great tasting, healthier and trusted products is tied to theirrespect for the environment and the people they work with.Business of the NestleNestle is the largest food company in the world. It is present in all fivecontinents, has an annual turnover of 74.7 billion Swiss Frances. There are 509factories are running in 83 countries, having 231,000 employsCompany Mission At Nestle, they believe that research can help them to make better food, so that people live a better life. Good food is the primary source of good health, so they are trying to make good food. To provide fresh and pure products to the customers, they introduced (SHE) Safety, Health and environment policy to protect health of their employs and keep clean their surrounding environment.Company Vision Vision of Nestle Milkpak Company is to expand business according to the increasing demand of market. As per their company vision in 2020 production capacity of all plants working in Pakistan is being increased. So extension of Kabirwala Plant is the example of their company vision.Shri Chimanbhai Patel Institute of Management and Research Page 6
  • 7. 3. INTRODUCTION TO MAGGI NOODLES Ever since its launch in India in 1983, this brand has become synonymous with noodles. The bright red and yellow colours of the packet with the brilliant blue “2-minute Noodles” printed on it has found a place on every kitchen. Over the years, Maggi has grown as a brand and positioned itself as a “Fast to cook! Good to Eat! “ food product. The history of this brand traces back to the 19th century when industrial revolution in Switzerland created factory jobs for women, who were therefore left with very little time to prepare meals. Due to this growing problem Swiss Public Welfare Society asked a miller named Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest. Julius, the son of an Italian immigrant came up with a formula to bring added taste to meals in 1863. Soon after he was commissioned by the Swiss Public Welfare Society, he came up with two instant pea soups & a bean soup- the first launch of Maggi brand of instant foods in 1882- 83.Towards the end of the century, Maggi company was producing not just powdered soups, but bouillon cubes, sauces and other flavourings.Shri Chimanbhai Patel Institute of Management and Research Page 7
  • 8. However in India (the largest consumer of Maggi noodles in the world!) it was launched in 1980 by Nestle group of companies. Maggie had merged with Nestle family in 1947. When launched it had to face a stiff competition from the ready to eat snack segments like biscuits, wafers etc. Also it had other competitor the so called home made snacks which are till today considered healthy and hygienic. Hence to capture the market it was positioned as a hygienic home made snack, a smart move. But still this didn‟t work, as it was targeted towards the wrong target group, the working women. After conducting an extensive research, the firm found that the children were the biggest consumers of Maggi noodles. Quickly a strategy was developed to capture the kids segment with various tools of sales promotion like pencils, fun books, Maggi clubs which worked wonders for it. No doubt the ads of Maggi have shown a hungry kid saying “Mummy bhookh lagi hai” to which his mom replies “Bas do minute!” and soon he is happily eating Maggie noodles. Further the MAGGI 2-MINUTE Noodles has been renovated to provide 20% of the RDA1 of Calcium and Protein for the core target group building on the nutrition proposition “Taste bhi health bhi”. The company could have easily positioned the product as a meal, but did not, as a study had shown that Indian mentality did not accept anything other than rice or roti as meal. They made it a easy to cook snack that could be prepared in just two minutes. The formula clicked well and Maggi became a brand name.Shri Chimanbhai Patel Institute of Management and Research Page 8
  • 9. 4. PRODUCT MIX, BRANDS AND PRODUCT OFFERING 4.1 PRODUCTS MIX OF NESTLE: A product mix is the set of all products and items, a particular seller offers for sale. A product mix consists of various product lines. A company‟s product mix has a certain width, length, depth and consistency. Nestle is a well-known company all over the world and Pakistan. The company basically deals in food products as their logo says “Good Food, Good Life”.  The width of a product mix refers to how many different product lines the company carries.  The length of a product mix refers to the total number of items in the mix.  The depth of a product mix refers to how many variants are offered of each product in the line.Nestlé’s major products lines: Milk Products:-  Nestle Milkpak UHT Milk  Milkpak Butter  Milkpak UHT Cream  Milkpak Desi Ghee  Nestle Everyday  Nestle NidoShri Chimanbhai Patel Institute of Management and Research Page 9
  • 10.  Chocolate Drinks:-  Milo power  Milo RTD Coffee:-  Nescafe Classic Fruit Drinks:-  Frost  Nestle Orange Juice Dietetic & Infant Products:-  Lactogen  Cereals  Nestle Rice  Nestle Wheat  Neslac Culinary Products:-  Maggi Noodles o Maggi Vegetable Multigrainz Noodles o Maggi 2-Minute Noodles o Maggi Vegetable Atta Noodles o Maggi Cuppa ManiaShri Chimanbhai Patel Institute of Management and Research Page 10
  • 11.  Maggi Cold Sauces Confectionery:-  Nestle Milkpak  Polo Mint  Kitkat Water:-  Nestle Pure LifeShri Chimanbhai Patel Institute of Management and Research Page 11
  • 12. 4.2 BRANDS OF NESTLENestlé offers quality culinary and beverage products through a portfolio ofbrands operators and consumers count on for great taste, consistency, andconvenience.Major Brands of Nestle are as follows: MINORS® HOT POCKETS® CHEF-MATE® LEAN POCKETS® STOUFFERS® NESTLÉ® HOT COCOA STOUFFERS® LEAN CUISINE® MAGGI®Shri Chimanbhai Patel Institute of Management and Research Page 12
  • 13. NESCAFÉ® NESTLÉ® TOLL HOUSE® COFFEE-MATE® LIBBYS® NESTEA® NESTLÉ® CARNATION® NESTLÉ® DESSERT INGREDIENTS TRIO® NESCAFÉ® MILANOShri Chimanbhai Patel Institute of Management and Research Page 13
  • 14. 4.3 PRODUCTS OFFERING BY MAGGI MAGGI Vegetable Multigrainz Noodles MAGGI 2-Minute Noodles MAGGI Vegetable Atta Noodles MAGGI Cuppa Mania MAGGI Healthy Soups Sanjeevni MAGGI Healthy Cup Soup MAGGI Sauces MAGGI PichkooShri Chimanbhai Patel Institute of Management and Research Page 14
  • 15. MAGGI MAGIC Cubes MAGGI Bhuna Masala MAGGI Coconut Milk Powder MAGGI Pizza Mazza MAGGI Masala-ae-Magic MAGGI NUTRI-LICIOUS PAZZTAShri Chimanbhai Patel Institute of Management and Research Page 15
  • 16. 5. MARKET SEGMENTATION, TARGETING AND POSITIONING Segmentation is the process of grouping people or organizations within a market according to similar needs, characteristics, or behaviours. Targeting is the actual selection of the segment you want to serve the target market is the group of people or organizations whose needs a product is specifically designed to satisfy Positioning is the use of marketing to enable people to form a mental image of your product in their minds (relative to other products)Shri Chimanbhai Patel Institute of Management and Research Page 16
  • 17. 5.1 Bases for Segmenting Consumer MarketsA. Geographic Segmentation:Division of the market into different geographical units such as nations, cities,states, regions, neighbourhoods etc. Region: South India, Western Region, North, East City: Class Rural, urban, semi urban areasB. Demographic Segmentation:The market is divided on the basis of variables such as age, family size, familylife cycle, gender, income, occupation, education, religion etc. Demographicvariables are easy to measure and are directly associated with customer.C. Psychographic Segmentation:Here buyers are divided into different groups on the basis ofpsychological/personality traits, lifestyles or values. Lifestyle: Culture-oriented, sports oriented, outdoor oriented. Classification is done on three parameters: AIO Activities, lifestyles or values. Personality: Compulsive, gregarious, authoritarian, ambitiousD. Behavioural segmentation:Buyers are divided on the basis of their knowledge of attitude toward, use of, orresponse to a product. The behavioural variables are as follows: Usage rate: Light, Medium, Heavy Loyalty status: None, medium, strong, absolute Readiness stage: Unaware, aware, informed, desirous, intending to buy Attitude toward product: Enthusiastic, positive, indifferent, negative, hostileShri Chimanbhai Patel Institute of Management and Research Page 17
  • 18. Evaluating and Selecting Market SegmentsFive patterns of target market selection that can be followed are: Single Segment Concentration: Concentrated Marketing where the firms gain a can strong knowledge of segments needs and acquires a strong market presence. Selective Specialization: A firm selects a number of segments. Each objectively attractive and appropriate, there may be little or no synergy between the segment. Product Specialization: The firm makes a certain product that it sells to several different market segments. Market Specialization: The firm concentrates on serving many needs of a particular customer. Full Market Coverage: The firm attempts to serve all customer groups with all products they may need.Shri Chimanbhai Patel Institute of Management and Research Page 18
  • 19. 5.2 Target segment of Maggi noodlesMaggi 2 Minute Instant Noodles is already associated with convenience andtaste and is currently accepted as a valid filling snack between meals. Maggiwill continue to leverage its brand equity and target the following segments forthis product. Children and Teenagers’: This is a large segment and is Maggi‟s stronghold. The age group between 4 and 14 years has largely similar tastes and is traditionally targeted by Maggi. These segments perceive Maggi instant noodles as a welcome change in taste from the regular Indian fare and they are fascinated by the curly shaped noodles. For these segments innovative products also have novelty value, however, certain dominant preferences emerge. Realizing this early, Maggi shifted focus from the lady of the house to the end consumer i.e. children themselves ending up as the market leader of the instant noodles segment. Early buy in of this segment will help Maggi to sell in other segments in future. Studying Age: The studying age segment though not traditionally targeted specifically has been devouring Maggi 2 minute noodles. The proposition of convenience of cooking as well as that of a tasty filling snack attracts this segment which due to erratic schedules keeps missing their regular meals. Office Goers and working women: The Company also targeted this segment people because they were the one who needs refreshment time to time because of hectic schedule and with would take their minimal time. So by keeping this aspect into consideration, the company introduce the Cuppa mania, which is a type of noodle which takes less time to cook and satisfy the hunger as well. Health Conscious People: The Company is also focusing on the heath aspect. They introduce Veg atta noodle for health conscious people. So they also launch Health Awareness campaign to educate consumers about the benefits of health food. They also sponsor health camps, publish health information and build awareness among the masses.Shri Chimanbhai Patel Institute of Management and Research Page 19
  • 20. 5.3 Positioning of MaggiMaggi 2 Minute Noodles will continue with its current positioning ofconvenience and as a “fast to cook, good to eat” snack as this seems to beworking well.To prevent Top Ramen, the main competitor, from eating into its market sharesome product innovation is required as otherwise Maggi may get stereotyped asan unexciting product. Top Ramen is following a cost differentiation technique.To deal with this Maggi has to position itself as a differentiated product. Themarket is very sensitive to taste and rejects any flavour it dislikes with Maggihaving learnt it the hard way, thus the product cannot be greatly differentiatedwith on basis of taste.On the other hand Maggi has to deal with the negative perception of Maggi hasof being unhealthy in an increasingly health conscious market, a major threat inthe current scenario.Both these problems can be tackled by positioning Maggi as a snack withnutritional value. The recent launch of “Veg Atta Noodles” and “Dal AttaNoodles” with the promise of good nutritional value ventures in this area.Shri Chimanbhai Patel Institute of Management and Research Page 20
  • 21. 6. FOUR P’s OF MARKETING MIXMarketing MixA mixture of several ideas and plans followed by a marketing representative topromote a particular product or brand is called marketing mix.The marketer‟s task is to device marketing activities and assembles fullyintegrated marketing programs to create, communicate, and deliver value forconsumers. Marketing activities come in all forms. McCarthy classified theseactivities as marketing mix tools of four broad kinds, which he called the fourPs of marketing; product, price, place and promotion.Elements of Marketing MixShri Chimanbhai Patel Institute of Management and Research Page 21
  • 22. 6.1 PRODUCTDefinition:A product is anything that can be offered to the market to satisfy a want or need,including physical goods, services, experiences, events, persons, places,properties, organizations, information and ideas.Maggi noodles Products In India:Nestle unleashed brand maggi in India Almost 25 years ago in 1983 with launchof its traditional 2 minutes noodles in its masala, tomato and chicken flavours,followed by its curry flavour some years down the line.Maggi was launched in India at the time when instant noodle was not that wellknown a category.When nestle India launched maggi in country, it used the tagline, „fast to cookand good to eat‟, to not only promote the product‟ but also to educate the evergrowing aspirant consumer about the advantages of using it.Products of Maggi Noodles: A. MAGGI-2 minute noodles B. MAGGI Vegetable atta Noodles C. MAGGI Cuppa Mania D. MAGGI Vegetable Multigrainz NoodleShri Chimanbhai Patel Institute of Management and Research Page 22
  • 23. MAGGI 2-MINUTE Noodles is one of the largest & most loved snack foodbrands that define the Instant Noodles category in India. We‟ve recentlylaunched two new flavors in the short space of two months – Thrillin Curry &Tricky Tomato Noodles. Blending Emotions with ingredients, the two newflavors deliver strongly on “Taste Bhi Health Bhi”. It is now available in 5delectable flavours: Masala, Chicken, Tricky Tomato, Thrillin Curry &Romantic Capsica.An offering that exemplifies „taste bhi health bhi‟, MAGGI vegetable attanoodles is tasty because it is loaded with everyone‟s favourites MAGGI„masala‟ and healthy because it now has more real vegetables and is packedwith the power of fibre. 85g of maggi vegetable atta noodles provides dietaryfibre equal to 3 prepared ratios, 20g each.Shri Chimanbhai Patel Institute of Management and Research Page 23
  • 24. MAGGI, the pioneer and creator of „Taste Bhi Health BHi‟ has introduced another greattesting and healthy variant in its popular range of MAGGI Noodles.MAGGI Vegetable Multigrainz Noodle is made with Ragi, Corn, Jowar andWheat. It offers the consumer multi-„gun‟ as it is a source of Protein, Calciumand Fibre and has added vegetables. It also provides the spicy test to theircustomers. The inspiration for the product comes from the growing consumerpreference for a healthier lifestyle and the deep understanding that magi hasdeveloped about Indian food habits and culture.Since in today‟s fast-paced busy life, multitasking is a reality, you needsomething that fits with your rushed lifestyle – a product which is tasty andhealthy, is convenient to prepare and eat and also satiates your hunger.Maggi cuppa mania is a combination of all the above. In an easy to carry on-the-go cup format, MAGGI cuppa mania comes in two mouth watering variants– masala yo! And chilly chow yo! It is packed with real vegetables and the goodness of calcium, just add garampaani to the noodles and voila! A cupful of delicious MAGGI cuppa mania isready for you to eat.Shri Chimanbhai Patel Institute of Management and Research Page 24
  • 25. 6.2 PRICEIntroduction:Price of the company‟s product is considered as one of the 4 p‟s of marketing. Itis the most important aspect for any company in terms of decision making as itdirectly affects the sales and profit of the company.These are the prices which are set by the company for the different flavours ofMAGGI Noodles.MAGGI 2 Minute Noodles Pack Size (gm) Price (Rs)Masala 50 5Masala 100 10Masala 200 20Masala 400 38Masala 600 54Masala 800 72Chicken 100 10Curry 100 10Tomato 100 10Vegetable Atta Noodles 100 13Vegetable Atta Noodles 400 50As we talk about maggi, it is very popular now a day in all over the world andits main customers are children and youngsters. As we know that MAGGINoodles price is not very high, but there are so many competitors in the marketso company can not set price different from their competitors. Currentlycompany is having the tough competition with Sun feast Yuppie Noodles andFoodles. One advantage of the company is that noodle‟s packets are availablein different size comparing it with the brand called Top Ramen.Shri Chimanbhai Patel Institute of Management and Research Page 25
  • 26. 6.3 PLACEPlace refers to the location where the products are available and can be sold orpurchased. Buyers can purchase products either from physical markets or fromvirtual markets. In a physical market, buyers and sellers can physically meet andinteract with each other whereas in a virtual market buyers and sellers meetthrough internet. Thus with the ease and options through which you make yourproduct or service available to your customers will have an effect on your salesvolumes.Physical Distribution of Maggi noodles:To keep up with the growing trends in the Noodles sector, an intensive dealer-distributor network is desired. Maggi has a well established distributionnetwork.Maggi Distribution Network - Maggi Factory Factory Warehouse Agent Distributors Wholesalers Direct Retailers End ConsumersShri Chimanbhai Patel Institute of Management and Research Page 26
  • 27. Thus from the chart it can be said that the distribution network is well spreadalmost everywhere in India, as it is easily available in all local stores, retail storeetc.But in order to strengthen the distribution, NIL should expand its market toRural India with products targeted to the market. Thus this can be one of theway by which they can increase its volume of sales. So major focus should bedone to this market as well.Shri Chimanbhai Patel Institute of Management and Research Page 27
  • 28. 6.4 PROMOTIONPromotion refers to the various strategies and ideas implemented by themarketers to make the end - users aware of their brand. Promotion includesvarious techniques employed to promote and make a brand popular amongst themasses.Promotion can be through any of the following ways: AdvertisingPrint media, Television, radio are effective ways to entice customers andmake them aware of the brand‟s existence.Billboards, hoardings, banners installed intelligently at strategic locations likeheavy traffic areas, crossings, railway stations, bus stands attract the passingindividuals towards a particular brand.Taglines also increase the recall value of the brand amongst the customers. Word of mouthOne satisfied customer brings ten more customers along with him whereasone dissatisfied customer takes away ten more customers. That‟s theimportance of word of mouth. Positive word of mouth goes a long way inpromoting brands amongst the customers.Initial Strategies of MaggiMaggi has faced lot of hurdles in its journey in India. The basic problem thebrand faced is the Indian Psyche. Initially Nestle tried to position the Noodles inthe platform of convenience targeting the working women. However, the salesof Maggi was not picking up despite of heavy Media Advertising.To overcome this NIL conducted a research. NILs promotions positioned thenoodles as a convenience product, for mothers & as a fun product for children.The noodles tagline, Fast to Cook Good to Eat was also in keeping with thispositioning.Shri Chimanbhai Patel Institute of Management and Research Page 28
  • 29.  Print AdsMaggi does not focus heavily on print media during its launch since its initialtarget audience was mothers and kids. But later on some advertisements in theprint media were used to highlight the convenience factor of Maggi.  Events and ExperiencesHold the Online Maggie Recipe Challenge, wherein innovative recipes withMaggi Noodles as a base are invited. Winning entries are compiled into an e-cookbook which is published onlineShri Chimanbhai Patel Institute of Management and Research Page 29
  • 30.  Sales promotionThe company also adopted sales promotion activity in order to achievefollowing mentioned objectives.  To introduce new products  To attract new customers and retain the existing ones  To maintain sales of seasonal products  To meet the challenge of competitionVarious Tools used  Exchange schemes  Price-off offer  Coupons  Scratch and win offer  Money Back offerSeveral initiatives were also taken by Maggi Noodles or Retailers salespromotion. This can be as follows  Maggi was distributed free in schools and offices to promote trial  Return gifts on empty packs  Maggi fun book and stickers with funky animal facts.Shri Chimanbhai Patel Institute of Management and Research Page 30
  • 31.  Public relation  The Maggi Club - the children under 14 were invited by press advertisements and distribution of leaflets to become a member of maggi club by sending logos cut from 5 empty maggi wrappers. Maggi projected it as “maggi clubbers are fun lovers” and intended to use it as reference group.  Benefits offered to maggi-clubbers are various games like Snap safari game, Cap and mask sets, travel India game, Disney today comic. To obtain each gift the member has to send 5 wrappers as purchase proof.  Some special privileges were given to regular members time to time.  The company also Organized Maggi school quizzes and sketching.RESULTS OF PR ACTIVITY:  Getting closer to regular customer.  Boosted the sales.  Making valuable direct marketing database.  Recently, again, they have started Maggi fan club. This time it is operating online and they are providing user name and password.Shri Chimanbhai Patel Institute of Management and Research Page 31
  • 32.  DisplaysShri Chimanbhai Patel Institute of Management and Research Page 32
  • 33. 6.5 The Portfolio Matrix applied in MAGGI Noodles Products:The Boston consulting group developed the business portfolio matrix-shows thelinkage between the growth rate of the firm and relative competitive position ofthe firm, identified by the market share. The Boston Consulting Group’s Porfolio Matrix High STARS QUESTION MARKSMarket (MAGGI Veg Atta (MAGGI Dal Atta Noodles)Growth Noodles)Rate CASH COWS DOGS (MAGGI Masala Flavour) (MAGGI Tomato ,curry flavour) Low Low High Relative Market ShareSTARS:Stars is the portion of the market where the market position and growth both arevery high thus it is very good position of the company addressed by the product-MAGGI Veg Atta Noodles.QUESTION MARKS:Business in these areas states the weak market share with high growth rate. Hereit requires the high cash requirement to come into the stars areas. Thus we cantake the product is MAGGI Dal Atta Noodles.Shri Chimanbhai Patel Institute of Management and Research Page 33
  • 34. CASH COWS:Cash cows are with the strong market position and low growth rate. Suchmarkets are usually in a position to make their product favourite with the lowprice in the market. Here the example is MAGGI Masala Flavours which is verypopular in today‟s market.DOGS:Here the marketing position and market growth rate both are very low and it isnot profitable for the company. Thus company must have to stop the productionof the products coming under this area.Shri Chimanbhai Patel Institute of Management and Research Page 34
  • 35. 7. CONCLUSIONMaggi though has been able to differentiate itself from other Noodles, MaggiBeing taken as generic to Noodles is hampering other extended productcategory. Competitors have high grounds to capture the market differentiatingthen from being Maggi. It makes others possible product category vulnerable iflunched under Maggi. So to avoid proliferation of brand and introduce newproducts to capture opportunities in other snacks and ready to eat productcategory NIL has to introduce new branding strategy. By doing so, NIL couldavoid the draw backs associated with the Maggi brand. It could position newbrand in competition with other competitor‟s brand where there is no fit ofproduct with the Maggi brand.Shri Chimanbhai Patel Institute of Management and Research Page 35
  • 36. 8. BIBLIOGRAPHY  http://www.nestle.in/brands/pdca/Pages/MAGGICUPPAMANIA.aspx  http://virtualaccuracy.com/2007/10/definition-of-marketing-mix-product-price-place- promotion/  http://www.managementstudyguide.com/marketing-mix.htm  http://www.maggi.in/maggi_multigrainz_noodles.aspx  http://www.maggi.in/two_minutes_maggi_noodles.aspx  http://www.maggi.in/vegetables_atta_noodles.aspx  http://www.maggi.in/cuppamania.aspx  www.maggi.in/maggi_multigrainz_noodles.aspx  www.slideshare.net/parves190/maggi-noodles-8279990  http://www.scribd.com/doc/10552265/Nestle  http://www.maggi.in/range.aspx  http://www.nestleprofessional.com/united-states/en/BrandsAndProducts/Pages/default.aspx  http://www.maggi.in/maggi_multigrainz_noodles.aspx  http://www.maggi.in/two_minutes_maggi_noodles.aspxShri Chimanbhai Patel Institute of Management and Research Page 36