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MARKET PENETRATION STRATEGY OF MAGGI NOODLES
Introduction <ul><li>A brand of Nestle </li></ul><ul><li>Launched in the year 1983 </li></ul><ul><li>Initially targeted at...
Market Research <ul><li>Objective: </li></ul><ul><li>To find out the market penetration of Maggi noodles </li></ul><ul><li...
Research Findings
SWOT Analysis Strengths Weaknesses Opportunities Threats Market leader Heavily dependent on One flavour Unexploited rural ...
STPD Analysis <ul><li>Segmentation: Based on lifestyle and habits of urban families  </li></ul><ul><li>Targeting: Kids, Of...
BCG Matrix
Michael Porter’s Five Forces Model
Market Penetration Strategies Of Maggi Noodles  <ul><li>Promotional campaigns in schools   </li></ul><ul><li>Advertising  ...
Brand Recall and Future Trends <ul><li>Introducing a fictitious character who can connect with kids for better brand recal...
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Market Penetration Of Maggie Noodels

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Maggie Noodels, Marketing

Published in: Business, Self Improvement
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    Its ridiculous if theres not!
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Market Penetration Of Maggie Noodels

  1. 1. MARKET PENETRATION STRATEGY OF MAGGI NOODLES
  2. 2. Introduction <ul><li>A brand of Nestle </li></ul><ul><li>Launched in the year 1983 </li></ul><ul><li>Initially targeted at Working Women </li></ul><ul><li>Then repositioned itself to target Kids </li></ul><ul><li>Market Driver in the Instant Noodles Category </li></ul><ul><li>Currently enjoys a market share of about 80% </li></ul>
  3. 3. Market Research <ul><li>Objective: </li></ul><ul><li>To find out the market penetration of Maggi noodles </li></ul><ul><li>Research methodology: </li></ul><ul><li>(i) Target Area: Andheri, Dadar, Parel </li></ul><ul><li>(ii) Shopkeeper Sample Selection: Mall, General </li></ul><ul><li>Store, Medical Store, Bakery, Paan-Bidi Shop </li></ul><ul><li>(iii) Customer Sample Selection: School Kids, </li></ul><ul><li>House Wives, Office Goers </li></ul><ul><li>(iv) Shopkeeper Sample Size: 30 </li></ul><ul><li>(v) Customer Sample Size: 50 </li></ul>
  4. 4. Research Findings
  5. 5. SWOT Analysis Strengths Weaknesses Opportunities Threats Market leader Heavily dependent on One flavour Unexploited rural markets Strong presence of regional competitors Brand loyalty Minor distribution problems Increasing number of working youth Competitive pricing (Top Ramen) Distribution channels Health related issues Affinity of Indians to Chinese food Innovative flavours for Indian taste buds Advertising strategy
  6. 6. STPD Analysis <ul><li>Segmentation: Based on lifestyle and habits of urban families </li></ul><ul><li>Targeting: Kids, Office goers </li></ul><ul><li>Positioning: With statements such as “2 minute noodles” and “Easy to cook, good to eat” </li></ul><ul><li>Differentiation: Taste, Flavours, Packaging </li></ul>
  7. 7. BCG Matrix
  8. 8. Michael Porter’s Five Forces Model
  9. 9. Market Penetration Strategies Of Maggi Noodles <ul><li>Promotional campaigns in schools </li></ul><ul><li>Advertising Strategies </li></ul><ul><li>Power of 5 </li></ul><ul><li>Availability in different pack sizes </li></ul><ul><li>New product innovations </li></ul>
  10. 10. Brand Recall and Future Trends <ul><li>Introducing a fictitious character who can connect with kids for better brand recall </li></ul><ul><li>Organizing contests , games and industrial visits for school kids to further strengthen the brand image </li></ul><ul><li>Invite Housewives to send new innovative recipes made from Maggi and introduce rewards for the same </li></ul><ul><li>Foray into the Chinese food segment by introducing branded products for chowmeen, schezwan and hakka noodles </li></ul>

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