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Nikesh Gadewar


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rural marketing of maggi.

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Nikesh Gadewar

  1. 1. RURAL MARKETING ASSIGNMENT Company: Nestle. Product: Maggi noodles. Submitted To: Submitted By: Mr. Chetan babu sir. Mr. Nikesh Gadewar roll no: 1016.
  2. 3. INDEX <ul><li>Introduction to the company. </li></ul><ul><li>USP of the Product of a company. </li></ul><ul><li>Strategies adopted. </li></ul><ul><li>STPD </li></ul><ul><li>6 A’s of marketing. </li></ul>
  3. 4. History of Nestle <ul><li>Nestle  is the largest food and nutrition companies in the world, founded and headquartered in Vevey, Switzerland. </li></ul><ul><li>Nestlé originated in a 1905 merger of the Anglo-Swiss Milk Company, which was established in 1866 by brothers George Page and Charles Page, and the Farine Lactée Henri Nestlé Company, which was founded in 1866 by Henri Nestle. </li></ul><ul><li>Henri nestle developed a milk based baby food and soon began marketing it was the first product of nestle. </li></ul>
  4. 5. NESTLE around the globe <ul><li>Nestle is a Swiss company founded in 1866 by Henri Nestle. </li></ul><ul><li>Nestle market its products in 130 countries across the world. </li></ul><ul><li>Nestle sells over a billion product every day. </li></ul><ul><li>Nestle put the nutrition as the core of their business, Nestle main focus is on health and wellness. The main consideration of Nestle is Good Food, Good Life to all consumer. </li></ul>
  5. 6. Maggi in India <ul><li>Maggi noodles is a brand of instant noodles made by Nestle. </li></ul><ul><li>It was founded by the Maggi family in Switzerland in the 19th century. </li></ul><ul><li>Maggi is the iconic brand of Nestle. </li></ul><ul><li>Maggi has been Nestle’s flagship culinary brand not only in India, but globally as well. </li></ul>
  6. 7. Nestle product list <ul><li>Nestle Milkmaid </li></ul><ul><li>Ice cream </li></ul><ul><li>Syrups </li></ul><ul><li>Jam </li></ul><ul><li>Honey </li></ul><ul><li>Huckleberries </li></ul><ul><li>Candies </li></ul><ul><li>Nestle Fresh and Natural Dahi (Curd) </li></ul><ul><li>Nestle Slim Milk </li></ul><ul><li>Magi Sauces </li></ul><ul><li>Magi Pizza Mazza </li></ul><ul><li>Magi Pichkoo </li></ul><ul><li>Nescafe Cappuccino </li></ul><ul><li>Nestle Iced Tea </li></ul><ul><li>Nestle Milo Smart Plus </li></ul><ul><li>Nescafe Sunrise </li></ul><ul><li>Nestle Munch </li></ul>
  7. 8. Products of Nestle
  8. 9. Products of Maggi <ul><ul><li>Maggi Stocks </li></ul></ul><ul><ul><ul><li>White Rice Seasoning </li></ul></ul></ul><ul><ul><ul><li>Chicken Stock </li></ul></ul></ul><ul><ul><ul><li>Chicken Stock- less salt </li></ul></ul></ul><ul><ul><ul><li>Beef Stock& Vegetables Stock </li></ul></ul></ul><ul><ul><li>Soups </li></ul></ul><ul><ul><ul><li>Cook up Soups </li></ul></ul></ul><ul><ul><ul><li>Instant Soups </li></ul></ul></ul>
  9. 10. <ul><ul><li>2 minute Noodles </li></ul></ul><ul><ul><ul><li>Chicken flavor </li></ul></ul></ul><ul><ul><ul><li>Vegetables flavor </li></ul></ul></ul><ul><ul><ul><li>Pizza flavor </li></ul></ul></ul><ul><ul><ul><li>Curry flavor </li></ul></ul></ul><ul><ul><ul><li>Cheese flavor </li></ul></ul></ul><ul><ul><li>Ketchups </li></ul></ul><ul><ul><ul><li>Tomato </li></ul></ul></ul><ul><ul><ul><li>Chilli Garlic </li></ul></ul></ul><ul><ul><ul><li>Chilli </li></ul></ul></ul><ul><ul><ul><li>Extra-Hot Chilli </li></ul></ul></ul>
  10. 11. What is the brand name that comes to your mind when, you hear the word “NOODLES”?
  11. 12. MAGGI-Product mix <ul><li>MAGGI 2-MINUTE Noodles </li></ul><ul><li>MAGGI Vegetable Atta Noodles </li></ul><ul><li>MAGGI CUPPA MANIA </li></ul><ul><li>MAGGI Vegetable Multigrain Noodles </li></ul>
  12. 15. Introduction of Maggi 2 minute Noodles <ul><li>It’s a brand of Instant Noodles made by Nestle India ltd. It was found by the Maggi family in Switzerland in the 19th century. Nestle launched Maggi for the first time in India in the 1982. Nestle wanted to explore the potential for such an instant food among the Indian market. </li></ul>
  13. 16. Marketing Mix OF Taste Bhi Health Bhi NOODLES
  14. 17. PRODUCT LEVELS(contd.) <ul><li>Core benefit - “FAST TO COOK & GOOD TO EAT”. </li></ul><ul><li>Basic product benefit - good taste with proper nutrition levels and good health. </li></ul><ul><li>“ TASTE BHI HEALTH BHI” </li></ul><ul><li>Expected product benefit - proper and a good package & fully packed seasoning tastemaker & affordable prices. </li></ul>( Competition )
  15. 18. MAGGI-Pricing Maggi 2-Minute Noodles(Chicken) 95 gms 12.00 Maggi 2-Minute Noodles(Curry) 100 gms 13.00 Maggi 2-Minute Noodles (Masala - spicy) 100 gms 12.50 Maggi Rice Noodles 95 gms 15.00 Maggi 2-Minute Noodles (Veg atta) 200 gms 30.00 Maggi Dal Atta Noodles 100 gms 13.00
  16. 19. MAGGI: Placement <ul><li>The distribution network is well spread almost everywhere in India,as it is easily available in all kirana stores, retail store etc. </li></ul>
  17. 20. Whenever, Wherever, However <ul><li>Connecting with Customers out of home…on the move </li></ul><ul><li>Maggi Fun spots </li></ul><ul><li>Supply in other nestle kiosks </li></ul><ul><li>ITES/BPO employees </li></ul>
  18. 22. MAGGI: Promotion <ul><li>Sales Promotion </li></ul><ul><li>Exchange schemes </li></ul><ul><li>Price-off offer </li></ul><ul><li>Coupons </li></ul><ul><li>Scratch n Win Offers </li></ul>
  19. 23. Advertisement Effective Taglines
  20. 27. Initial Strategies of Maggi <ul><li>Maggi has faced lot of hurdles in its journey in India. </li></ul><ul><li>Initially Nestle tried to position the noodles in the platform of convenience targeting the working women. </li></ul><ul><li>However, the sales of Maggi was not picking up despite of heavy Media Advertising. </li></ul><ul><li>To overcome this NIL conducted a research. </li></ul>
  21. 28. Cont… <ul><li>NIL's promotions positioned the noodles as a 'convenience product', for mothers & as a 'fun' product for children. </li></ul><ul><li>The noodles' tagline, 'Fast to Cook Good to Eat' was also in keeping with this positioning. </li></ul><ul><li>They promoted the product further by distributing free samples. Giving gifts on return of empty packets, etc. </li></ul><ul><li>Effective Tagline Communication. </li></ul>
  22. 29. STPD Analysis Segmentation Targeting Positioning Differentiation Age Kids Fast to cook good to eat Taste Eating Habits Youth 2-minute noodles Flavours Lifestyle of urban families Office goers Taste bhi health bhi Packaging Working Women Health conscious people
  23. 30. STPD Analysis <ul><li>Segmentation to Differentiation: </li></ul><ul><li>Classic Noodles – 5 – 10 yrs. </li></ul><ul><li>Veg. Atta Noodles – Health Conscious. </li></ul><ul><li>Rice Mania – Teenage </li></ul><ul><li>Cuppa Mania – Office goers, Working women. </li></ul>
  24. 31. Marketing Penetration Strategies <ul><li>Promotional campaigns in school. </li></ul><ul><li>Through television, B rand extension. </li></ul><ul><li>Advertising strategies: focusing on Kids. </li></ul><ul><li>New product innovation according to the need of consumers. </li></ul><ul><li>-Veg Atta Noodles </li></ul><ul><li>-Dal Atta Noodles </li></ul><ul><li>-Cuppa Mania. </li></ul>
  25. 32. Cont.. <ul><li>Product: Availability in different packages. </li></ul><ul><li>-50gms </li></ul><ul><li>-100gms </li></ul><ul><li>-200gms </li></ul><ul><li>-family packs (400)gms. </li></ul><ul><li>The distribution network is well spread as it is easily available in all kirana stores, retail store etc. </li></ul><ul><li>Affordability is seen as the prices are low/ cheaper, Rs/- 10 to Rs/- 20. </li></ul><ul><li>The acceptability of this product is high as the school going kids are targeted to it. </li></ul><ul><li>Accessibility-The availability of these product in rural areas is good as the accessibility to these areas have increased widely. </li></ul>
  26. 34. Hurdles faced <ul><li>Competition increase in noodle segments:- </li></ul><ul><li>-Top Ramen </li></ul><ul><li>- Indo Nissan (Japanese Co.) </li></ul><ul><li>New product launched in market but failed: </li></ul><ul><li>Dal Atta Noodles Sambhar flavour. </li></ul><ul><li>Maggi launched some new products under their brand but these products were not successful:- </li></ul><ul><li>Ketchups, Soups, Tastemakers, etc . </li></ul>
  27. 35. Current scenario of Maggi <ul><li>leading brand in India as well as world. </li></ul><ul><li>Reasonable competitive pricing. </li></ul><ul><li>Focus mainly on health benefits. </li></ul>
  28. 36. THANK YOU