1. Market Share-80%
Market Growth-15%

2. PRODUCT LIFE CYCLE
Product life cycle is a
concept that provides
a way to trace the
stages of a product’s
acceptance , from
its introduction(birth) to
its decline

3. INTRODUCTORY STAGE (FULL SCALE LAUNCH OF
NEW PRODUCT)
 Created an entirely new food category in the
Indian packaged food market.
 Pioneer in instant noodles
 Main focus was kids, bachelors and
workingwomen.
 No competition.
 Limited distribution.

4. MARKET PENETRATION STRATEGIES -:
Promotional campaigns in schools.
Advertising Strategies: focussing on kids.
Tagline was” Bas 2 min “ giving gifts on empty
packets
New product innovation according to the need
of the customer
Availability in different packaging
50gms, 100gms,200gms
Conducting regular market research

5. GROWTH STAGE
 Maggi became the no 1 brand in instant
noodles
 Sales Increased
 Accepted as ready to eat food.
 Prices were kept normal
 Profits began to rise
 Promoted as FAST TO COOK, GOOD TO
EAT
 No new changes in the product

6. • Entrance of competitors
• To increase the sales NIL introduced flavour of
Maggi noodles which was not accepted by the
consumers
• In 1999 relaunching of the old version of
maggi noodles was done.

7. Maturity Stage
◉Declining sales growth
◉Saturated market
◉Extending product lines
◉Heavy promotions to dealers and consumers
◉Prices and profits fall
◉In 2003 HLL introduced Knorr Annapurna , a liquid snack segment in
competition to NIL's Maggi range
◉The new product by HLL was priced at rs.5 and came in 4 variants
◉Like Maggi ,Soupy Snax targeted all age-groups ,particularly office goers

8. SEGMENTATION TO DIFFERENTIATION
❖Classic Noodles - 5 to 10 yrs
❖Veg. Atta Noodles - health conscious
❖Rice Mania - teenagers
❖Cuppa Mania - office goers

9. DECLINE STAGE
 Sales saw decline in 1990.
 Changed formulation from oil fried
noodles to air dried.
 Large inventories of unsold items.
 Also faced a tough competetion from
top ramen