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  1. 1. Summer Internship Project Report On Comparative Analysis Of Various Brands Of Noodles With Maggi Noodles By Rajesh Barnwal Reg No -12821038 Submitted in partial fulfillment of the requirements of Summer Internship Program FOR NESTLE INDIA LIMITED, KOLKATA NSHM Business School, Durgapur
  2. 2. Summer Internship Project Report On Comparative Analysis Of Various Brands Of noodles With Maggi Noodles By Rajesh Barnwal Regd No -12821038 Submitted in partial fulfillment of the requirements of Summer Internship Program At Durgapur in OWB Region Under The Guidance of Mr. Arijit Majumder/ Mr. B P Singh Nestle India Ltd Prof. Bijay Bhujabal NSHM Business School
  3. 3. Declaration I hereby declare that this project report titled Comparative analysis of various brands of noodles with Maggi 2 min noodles - A Case of Nestle India Ltd is the result of my work at Nestle India Ltd. as part of my Summer Internship Program me. To best of my knowledge and belief, this report is original, except for the referenced material, and not been submitted to any educational institution for the award of any degree or diploma. Rajesh Barnwal
  4. 4. Acknowledgement I hereby express my profound gratitude to all those respected people who supported me in Completion of this project. It is indeed a matter of great pleasure and privilege to be able to present this project on “Comparative analysis of various brands of noodles with Maggi”. The completion of the project is a milestone in a student’s life & its execution is inevitable in the hands of our guides. I would like to express my deep regards and gratitude to Mr. Sabyasachi Sarkar, SSF Nestle India Ltd and Mr. B P Singh (Area Sales Manager), Nestle India Ltd. It is due to their enduring efforts, patience and enthusiasm, that I really got a chance to do this project in this booming sector. I am immensely indebted to my project guide Mr. Arijit Majumder, Sales Officer for his Continuous guidance and motivation to complete the said project. I am also thankful to Nestle India Ltd. for giving me this valuable opportunity for doing this project. I am highly indebted to my project guide Prof. Bijay Bhujabal for his invaluable guidance Which has given a sense of direction and purposefulness to this project and ultimately made it a success. I thank him for his commendable help to make this project a grand success Finally I sincerely thank to all those who have rendered their valuable service either directly or indirectly & helped me for making the project successful. Regards Rajesh Barnwal
  5. 5. TABLE OF CONTENTS S.NO. TITLES PAGE NO 1. Introduction 1-3 2. Objective of the project 4-5 3. Nestle strategy 6-7 4. Evolution Of Nestle 8-9 5. Vision Of Nestle 10-11 6. History Of Maggi 12-23 7. SWOT Analysis 24-26 8. Competitor Brands 27-28 9. Comparative Analysis of Maggi & yippe 29-36 10. Research Methodology 37-48 11. Findings 49-50 12. Suggestions 51-52 13. Interesting Observation 53-54 14. Bibliography 55-56
  7. 7. Introduction Nestlé was founded in 1866 by Henri Nestlé and is today the world's biggest food and beverage company. Nestlé employ around 250,000 people from more than 70 countries and have factories or operations in almost every country in the world. The history of Nestlé began in Switzerland in 1867 when Henri Nestlé, the pharmacist, launched his product Farine Lactée Nestlé, a nutritious gruel for children. Henri used his surname, which means ’little nest’, in both the company name and the logotype. The nest, which symbolizes security, family and nourishment, still plays a central role in Nestlé’s profile .Since it began over 130 years ago. 2
  8. 8. Nestlé’s success with product innovations and business acquisitions has turned it into the largest Food Company in the world. As the years have passed, the Nestlé family has grown to include chocolates, soups, coffee, cereals, frozen products, yoghurts, mineral water and other food products. Beginning in the 70s, Nestlé has continued to expand its product portfolio to include pet foods, pharmaceutical products and cosmetics too .Today, Nestlé markets a great number of products, all with one thing in common: the high quality for which Nestlé has become renowned throughout the world .The Company's strategy is guided by several fundamental principles Nestlé's existing products grow through innovation and renovation while maintaining a balance in geographic activities and product lines. Long-term potential is never sacrificed for short-term performance. The Company's priority is to bring the best and most relevant products to people, wherever they are, whatever their needs, throughout their lives .Taste of Nestlé in each of the countries where Nestlé sell products. Nestlé is based on the principle of decentralization, which means each country is responsible for the efficient running of its business - including the recruitment of its staff 3
  10. 10. 4 Objective of the project  To study the sales of 2-minute Maggi noodles in Durgapur  To study the taste and preferences of the consumer  To study the market response to the new variants of maggi  To analyze the visibility of maggi in Durgapur  To analyze the market share of Maggi with other brands of noodles.  To analyze that a new brand like Yippe have the potentiality to break through a monopoly market of reputed brand Maggi?
  12. 12. 6 Strategy - Nestlé Roadmap to Good Food, Good Life Nestlé’s objectives are to be recognize as the world leader in Nutrition, Health and Wellness, trusted by all its stakeholders, and to be the reference for financial performance in its industry. We believe that leadership is not just about size; it is also about behavior. Trust, too, is about behavior; and we recognize that trust is earned only over a long period of time by consistently delivering on our promises. These objectives and behaviors are encapsulated in the simple phrase, “Good Food, Good Life”, a phrase that sums up our corporate ambition. The Nestlé Roadmap is intended to create alignment for our people behind a cohesive set of strategic priorities that will accelerate the achievement of our objectives. These objectives demand from our people a blend of long-term inspiration needed to build for the future and short-term entrepreneurial actions, delivering the necessary level of performance
  14. 14. 8 Evolution of Nestle 1867 Nestlé founded the company in Vevey, Switzerland. 1898 Nestlé purchases its first factory outside of Switzerland - Viking Milk factory in Norway. 1905 Nestlé merges with Anglo-Swiss Condensed Milk Company. 1929 Nestlé merges with Peter-Cailler-Kohler Chocolates Suisses S.A. 1938 Nestlé launches Nescafe - the world’s first instant coffee. 1947 Nestlé merges with Alimentana S.A. with the brand Maggi. 1962 Nestlé purchases Findus. 1974 Nestlé becomes a significant shareholder in the Cosmetics Company L’Oreal. 1977 Nestlé purchases Alcon, manufacturer of eye care products and kits. 1985 Nestlé purchases the Food Company Carnation. 1992 Nestlé purchases the mineral water Company Perrier. 1998 Nestlé purchases Spillers pet foods business. 2000 Nestlé sells the Findus brand in all countries except for Switzerland. 2001 Nestlé merges with Ralston Purina, the premier pet food company in North America, and with unique expertise in the dry dog food area.
  15. 15. 9 VISION OF NESTLE 10
  16. 16. Vision of Nestlé Nestlé's vision of making good food central to enjoying a good healthy life for consumers everywhere. This implies gaining a deeper understanding in many areas of nutrition and food research and transforming the scientific advances into applications for the company .Having a broad vision the company is doing its best for their consumers to show the great sense of responsibility. Nestlé’s aim is to meet the various needs of the consumer every day by marketing and selling food of a consistently high quality. The confidences that consumers have in our brands is a result of our company’s many ye a r s o f k n o wl e d g e i n ma r k e t i ng , r e s e a r c h a n d d e v e l o p me n t , a s w e l l a s c o n t i n u i ty - consumers relate to this and feel they can trust our products. High quality and collaboration Our objectives are to deliver the very best quality in everything we do, from primary p r o d u c e , c h o i c e o f s u p p l i e r s a n d t r a n s p o r t , t o r e c i p e s a n d p a c k a g i n g ma t e r i a l s . Ou r operations and collaboration in the Nordic countries gives us greater opportunities to be efficient and strategic and to function well as an organization, both when it comes to the distribution chain and to concentrating on joint product launches and campaigns. Focus on e-business and websites Increased investments in the sphere of e-business give us swifter business and direct contact with trade. Our website is a forum for consumers, students, future employees and the media. 11
  18. 18. 12 A bit of History on Maggi taste bhi, Health bhi” How true is the above statement? A Maggi noodle is a brand of instant noodles manufactured by Nestlé. The brand is popular in Australia, India, South Africa, Brazil, New Zealand, Brunei, Malaysia, Singapore, Sri Lanka, Bangladesh, Fiji and the Philippines. In several countries, it is also known as “Maggi mee” (me is Indonesian/Malay/Hokkien for noodles). Maggi noodles are part of the Maggi family, a Nestlé brand of instant soups, stocks, and noodles. Nestlé have faced criticism over their advertising of the Maggi brand, adhering to marketing regulations in developed countries, but making misleading claims in developing countries where regulation permits it. The advert made false claims that the .The noodles would “help to build strong muscles, bone and hair”. The British Advertising Standards Authority said that the advert did not abide by the new EU consumer protection legislation, by which advertisers have to provide proof of health claims. Maggi 2-minute noodles in India contains hydrolyzed groundnut protein, It contains MSG (Monosodium glutamate) used as a flavor enhancer, which is made using Bactosoytone, itself made from soy protein using a catalyst enzyme porcine (taken from intestine of Pig) Hydrolyzed vegetable protein can contain high levels of glutamate, but still mentions “NO ADDED MSG” on the pack.. According to the United States FDA, this practice is misleading to consumers, as hydrolyzed protein leads to formation of monosodium glutamate MSG after cooking. “Maggi
  19. 19. 13 MAGGI TODAY: The year 2013 saw India leading in worldwide Maggi sales. The brand has grown to an estimated value of Rs 160-170 crore and contributes at least 8-9% to Nestle India‘s top line. All the same, some FMCG analysts feel that the brand has not done much to expand the noodles category. Even after 20 years of its launch, the size of the instant noodles market is yet quite small at Rs 200 crore. But yes, the parent company, Nestle India Limited has certainly encouraged the brand to enter into other culinary products.Carlo Donati told a leading newspaper that he wants to sell two and a half times of what he is selling today, in the next 10 years. Of course, being a first-mover - or even a market dominator - counts for nothing if marketers let their guard down. Maggi noodles, which built itself on the taste-and-convenience platform through the 80s and early 90s, started facing the heat from Indo Nissin‘s Top Ramen brand around 1995. The latter began pushing forward aggressively on a combination of taste variants, smart audience segmentation and Shahrukh Khan‘s brand endorsement. Nestle promptly re-jigged its offering with a new taste -which didn‘t go down well with the consumer. In 1999, Maggi was relaunched with its original taste, and sustained efforts saw the brand reclaiming lost ground. Since then, the brand has been innovating constantly to keep share. Maggi adapted to local tastes and withstood competition over the years and has continuously sensitized itself to the evolving Indian consumer,” says Martial managing director, Nestle India Rolland, chairman and
  20. 20. 14 MARKETING MIX 1. Product 2. Price 3. Place 4. Promotion
  21. 21. 15 PRODUCTS OF MAGGI:  NOODLES:  MAGGI 2-Minute Noodles is one of the largest and most loved food brands that defines Instant Noodles in India. Continuing to spread joy as it has done for the last 25 years, your favorite MAGGI Noodles is as tasty as ever and even provides essential nutrients for all stage of your life. With the goodness of Protein and Calcium, MAGGI Noodles is available in 4 delectable flavors
  22. 22. 16  MAGGI VEGETABLE ATTA NOODLES: An offering that exemplifies ‗Taste Bhi Health Bhi‘, MAGGI Vegetable Atta Noodles is tasty because it is loaded with everyone‘s favourite MAGGI‗Masala‘ and healthy because it now has more real vegetables and is packed with the power of fiber  MAGGI CUPPA MANIA: Each offering of MAGGI Noodles has been developed keeping in mind the Indian palate and what you like. Since in today‘s fast-paced busy life, multitasking is a reality, you need something that fits with your rushed lifestyle a product which is tasty and healthy, 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! Packed with real vegetables
  23. 23. 17 Maggi Magical masala Presenting the new and exciting MAGGI Magical Masala noodles. This exciting new product from your favorite MAGGI noodles has a wonderfully spicy and delicious taste. Couple that with a new and incredibly vibrant color and real vegetable bits that are sure to bring smile on your face. So grab yourself a bowlful today!  Maggi Hungroo And then begins the dilemma, 2 packs of Maggi is a little too much for 2 people for the midnight hunger and a single pack is a little too less. As a result, let’s cook 1 and a half packets of Maggi and cook the other half pack next time. And how to manage the all important Maggi masala tastemaker, the only ingredient apart from boiled water, well, if we can split the noodle, we can certainly split the tastemaker and keep it along with the half pack of Maggi. So, this is the demand gap which Hungroo wanted to address and the makers have done it beautifully.
  24. 24. 18  Maggi Chicken Noodles Delightful real chicken bits and MAGGI noodles have been combined to create the new and exciting MAGGI Xtra-delicious Chicken Noodles. Fortified with Iron & Calcium, the new & improved taste offers a delightful experience that'll leave you craving for more. Enjoy the all new MAGGI Xtra-delicious Chicken Noodles that provides 24% RDA* of Iron and 20% RDA* of Calcium for adults in a single serve (76g).
  25. 25. 19 PRICE OF MAGGI: Considering the price points in the market for Maggi, it should continue to. Position itself in the ―snack‖ category itself, since few would be willing to accept it as a meal. The company is taking no chances and is extending its distribution reach to Smaller towns and cities. Maggi happens to be Nestlé‘s most widely distributed brand in the country. Through independent channels, it reaches those villages where the company has no presence, according to Hedge. This is also the time that Maggi‘s value-for-money pack priced at Rs 5 expected to come handy. (The regular pack comes for Rs 10.) Affordable by all income groups. PLACE( DISTRIBUTION); The distribution network is well spread. Easily available in all retail stores. Distribution channel PRODUCER - DISTRIBUTOR – RETAILER- CONSUMER
  26. 26. 20 Promotion ; Maggi has certainly been the leading brand in the noodle industry for decades. The company is focusing towards the visibility of Maggi noodles in various retailer outlet. They are trying to attract their consumer by various strategies  Focusing on the visibility of Maggi  Trying to regain the consumers Various visibility strategies: Maggi Trishakti periodical display Maggi magistick Maggi dhobichain
  27. 27. 21 Visibility Of Maggi noodles in Durgapur  Maggi Periodical Display (MAGGI TRISHAKTI) PRATIMA BABY FOOD
  29. 29. 23 SWOT ANALYSIS
  30. 30. 24 MAGGI NOODLES SWOT Analysis Strength Weakness 1. Market leader in noodles category with high brand loyalty 2.Excellent advertising and visibility 3.Good product distribution and availability 1.Media generated news about health issues 2. It has tried to bring in innovation, but 4.Lots of flavors and varieties available failed. ( Maggi Dumdar) Opportunity Threats 1.Purchasing power &Eating habit 2.DINKS, single professionals 1.Price wars with other noodle brands 2. ITC, the competitor provides higher profit margins to its distributors and growing fast.
  31. 31. 25 The Swot analysis was done for identifying the strength & Weakness of Maggi and yippe Color Coding: <3.58 0 3.58 >3.58 Weakness Threat Opportunity Strength Result of SWOT analysis:Attributes Taste Shape Packaging Offers Brand loyalty Health Benefits Price Maggi 4.7 1.8 4.8 -1.1 4.6 3.58 0.66 Yippe 2.8 1.8 3.5 3.58 2.1 3.8 -0.66 Advertisement 4.7 -4.1 Variety Brand Ambassador Demand Supply 4.9 -4.3 4.9 4.6 5 2.5 3.2 3.5 In this chart we can easily understand that Maggi has more strength in every department.
  33. 33. 27 Competitor Brands: : And ITC has taken the NEW approach for the newly launched noodles brand Sunfeast Yippee in the Indian market, which is dominated by Maggi from decades. Recently, this product category has also seen a lot of activity with the launch of many new brands like Horlick’s Foodles by Glaxo Smithkline India, Knorr from HUL, Ching’s secret by Capital Foods Ltd, Tasty Treat by Future Group, etc. And these players have been fighting out the competitive battles to get the most of the instant noodles market of the around Rs. 1300 crore and which is growing continuously at around 17-20 percent growth rate. All these players are giving Maggi a tough fight and are eating out into the almost 70 percent market shares that Maggi has got in this market (Source – Business Standard). Product variants of Yippe  Yippe Magic Masala  Yippe classic masala  Yippe Chinese noodles Top Ramen Top Ramen is the second largest Noodles brand in India in 2002, but now days it is vanished from the INDIAN market, the supply and demand for this brand is absolutely lost. So maggi has no competition regarding this brand
  35. 35. 29 Comparative Analysis of Maggi & Yippe market share in Durgapur 1. Bidhan Nagar market OFFTAKE 1 Yippe Rs10 30% Yippe Rs5 8% 2 3 4 Maggi Rs5 31% Maggi Rs10 31% In this chart we can understand that 62% of Noodles Rs 5 & Rs 10 market holding is by Maggi and 38 % of market is holded by Yippe, it clearly clarifies how yippe demand is increasing day by day, it is a threat to maggi
  36. 36. 30 2. Chandidas Market-1 Offtake Yippe Rs10 8% 1 2 3 4 Yippe Rs5 11% Maggi Rs10 29% Maggi Rs5 52% In Chandidas market Maggi is treated as market leader and hold 81% of the market & 19% of market is holded by Yippe.
  37. 37. 31 3. City Centre Market Offtake Yippe Rs10 10% 1 2 3 4 Yippe Rs5 9% Maggi Rs10 35% Maggi Rs5 46% In this chart, we can clearly know that Maggi has 81% market share compared to yippe as 19%.
  38. 38. 32 5. Chandidas market -2 Offtake Yippe Rs10 7% 1 2 3 4 Yippe Rs5 10% Maggi Rs10 39% Maggi Rs5 44% In this chart we can know that about 83% of market has a market share of Maggi and rest of 17% is holded by Yippe.
  39. 39. 33 6. Steel Market (Benachity) Yippe Rs10 Yippe Rs5 4% 7% Offtake 1 2 3 4 Maggi Rs10 18% Maggi Rs5 71% In this chart, we can draw a conclusion that 89% of market is contributed by Maggi and rest 11% is Yippe.
  40. 40. 34 Off take of Maggi & Yippe in Durgapur market: Offtake 1 2 3 4 Yippe Rs10 11% Yippe Rs5 9% Maggi Rs5 32% Maggi Rs 5 48% From this chart we can draw a conclusion that Maggi Rs 5 has 48% market share and Maggi Rs 10 has 32%. And Yippe Rs 5 has 9% market share and yippe Rs 5 has 11%. We can clearly say that Maggi have 80% market share and it is denominated as Market leader, comparing to other brands of noodles.
  41. 41. 35 Contribution of Maggi Sku’s wise (Durgapur):- The data is collected from the month June 2013 to Aug 2013. Contribution 40% 34% 35% 30% 24% 25% 21% 20% 15% 9% 10% 5% 5% 1% 1% 1% 2% 1% 0% Maggi Maggi Maggi Maggi Maggi Maggi Maggi Maggi noodles noodles noodles noodles noodles noodles Veg ata Maha 150 gm 35gm 75gm 300gm 450gm 600gm ndls Mas 320gm Maggi Maggi Maha Magical Mas Mas 450gm 72gm
  43. 43. 37 DATA ANALYSIS AND INTERPRETATION STPD ANLYSIS; S-> Segmentation T-> Targeting P-> Positioning D-> Differentiation With analysis it can be found that Nestle Maggi has Segmented the market on the basis of age, life style and the habits of mainly urban families. The main Target for Nestle Maggi is the school going kids, the youth and office goers who have the crisis of time in their hand. Now talking about Positioning, Maggi has excellent positioned it with the statements. ‘’ 2 minutes noodles ‘’ & ‘’Easy to cook. Good to eat’’ I think this two statement helped Maggi to position itself very intelligently in the market and also to Differentiate it from other brands of noodles
  44. 44. 38 Q1. Which brands of noodles do you sell? Ans. Brand Maggi Yippe Top Ramen Knorr No OF Retailers 80 45 0 10 Percentage 80% 18% 0% 2% No OF Retailers Maggi Yippe Top Ramen knorr From the above diagram it is very clear that maximum (80%) of the retailer sells Maggi noodles an Top Ramen is the least sold brand (0%).
  45. 45. 39 Q2. How do you rate the packaging of Maggi compared to other brands on a scale of (1min-5max) ? Ans. Brands Maggi Yippe Knorr Top Ramen Rating 4 3 1 1 Percentage 70% 20% 5% 5% Rating Maggi Yippe Knorr Top Ramen People has rated the packaging of Maggi 70% and yippe as 20% and knorr 5% and foodles 5%.
  46. 46. 40 Q3. How do you rate the point of purchase display of Maggi noodles compared to other brands? Ans. Parameter No OF Retailers Percentage Excellent Good Average 80 30 20 Need Improvement 5 70% 20% 7% 3% No OF Retailers EXcellent Good Average Need Improvement The above chart shows that 70% of people think that the point of purchase display of Maggi noodles is excellent. While there are 20% of people who thinks that it is good.
  47. 47. 41 Q4. Do you think that there is no time delivery of Maggi noodles when compared to other brands? Ans. Parameter No of Retailers Percentage Always 90 72% Sometimes 20 12% Rarely 15 8% Never 10 8% No of Retailers Always Sometimes Rarely Never 72% of people thinks that there is always on time delivery of Maggi noodles while 12% says there is sometimes, 8% thinks there is rarely and 8% thinks that there is never on time delivery.
  48. 48. 42 Q5. Do you get proper credit facilities for your purchases? Ans. Parameter No of retailers Percentage Always 120 88% Sometimes 10 8% Rarely 5 4% Never 0 0 No of retailers Always Sometimes Rarely Never 88% of people say that they always get credit facilities.
  49. 49. 43 Q6. According to you who is the biggest competitor of Maggi? Ans. BRAND Yippe Top Ramen Knorr Others No of Retailer 100 10 20 5 PERCENTAGE 85% 5% 6% 4% No of Retailer Yippe Top Ramen Knorr Others
  50. 50. 85% of people thinks that ITC Yippe is the biggest competitor of Maggi , while 5 % people thinks Top Ramen is the competitor and 6% people thinks knorr is its competitor. 44 Q7. What do you think about the sales promotion strategy of Maggi? Ans. Parameter Excellent Good Average NO of retailers Percentage 110 88% 10 4% 8 5% Need Improvement 7 3% NO of retailers Excellent Good Average Need Improvement From the above diagram, we can know that Maggi has excellent promotional strategy of 88%. While the rest of the 4% are good and 5% of people says it is average.
  51. 51. 45 Q8. How do you rate the various brand promotional strategy of Maggi noodles on a scale (1min-5max) ? Ans. BRANDS Maggi Yippe Top Ramen Knorr RATING 4 2 3 3 PERCENTAGE 70% 25% 2% 3% PERCENTAGE Maggi Yippe Top Ramen Knorr
  52. 52. 80% of people are satisfied with the promotional strategy of Maggi noodles. Top ramen 2% is the least category, while Yippe with 25% ranks 2nd and Knorr have a contribution of 3% 46 Q9. According to you which age group prefers Maggi the most ? Ans. AGE GROUP 5 to 12 13 to 26 27 to 40 40 & Above PERCENTAGE 40% 50% 8% 2% PERCENTAGE 5 to 12 13 to 26 27 to 40 40 & Above
  53. 53. 47 Q10. Which variant of Maggi is effective in the market? Ans. Products variants Classic masala Atta Noodles Magical masala Chicken noodles No of retailers 105 20 7 3 Percentage 70% 20% 5% 5% No of retailers Classic masala Atta Noodles Magical masala Chicken noodles In this chart we can see that Nestle Maggi is highly dependable on one variant, classic noodle 70%, while atta noodles have an share of 20% and magical masala & chicken noodles have 5%.
  54. 54. 48 FINDINGS
  55. 55. 49 FINDINGS 1. Maggi is a market leader in noodles category with high brand loyalty. 2. ITC provides higher profit margin to its retailers and growing fast. 3. When it comes to the point of purchase of display Maggi again scores over the other brands. 4. Though ITC have increased their market share up to 18% but they are unable to take the market share of Maggi, they have taken the market share of Top Ramen and Knorr. 5. Maximum no of retailers says that they get proper credit facilities on Maggi while other companies fail to do so. 6. The sales promotion strategy of maggi is very effective, when compared with other brands. 7. Now a day the biggest threat to Maggi is ITC yippe, while other brands are vanished from the market. 8. Maggi has a unique relation with consumers. 9. The Maggi has created a emotional attachments with consumers. 10.The variant of maggi masala sells the most in the market, while all other variant of maggi only supports them. 11.Nestle is very aggressive towards its product quality.
  56. 56. 50 SUGGESTIONS
  57. 57. 51 SUGGESTIONS 1. Competitor strategy needs to be studied for curbing the competition in the market 2. The company should mainly concentrate on the already captured market, and also try to increase the market share of maggi. 3. A free sample of maggi is distributed in schools so that it will help in redistribution of maggi. 4. The basic problem that a brand faced is an Indian Psyche, Indian palate is not too adventurous in terms of trying new taste, before launching a new variant of maggi, and they must conduct test marketing. 5. Maggi should concentrate on youth crowd.
  58. 58. 52 6. The magical masala of ‘Maggi’ and magic masala of ‘Yippe’ have almost same taste but it differs in weight and price. The magic masala yippe have RS 5 & Rs10 Sku’s while magical masala of maggi have only one sku of Rs 15. If the company wants to fight with the competition, they must have a Sku of magical masala of lower MRP.
  59. 59. 53 ‘’An Interesting Observation’’ Brand Maggi is well established in Indian instant noodles market, and it becomes more evident when people have started substituting ‘’Maggi’’ for instant noodles like “Xerox” for photocopy. When I went in City Centre market, shop “Archana Store” about whether they have yippe, the shop keeper thought for a seconds and then answered- “Oh you want Yippe Maggi”. The maggi brand has so much impact in people mind that they call yippe as a maggi. It is the biggest brand achievement of Maggi.
  60. 60. 54 BIBLIOGRAPHY
  61. 61. 55 Reference: Books: Philip Kotler and Kevin Lane Keller, Marketing Management, 12th edition.  V.S Ramas Wamy and S.Namakumari, Marketing Management 3rd edition.  C R Kothari Research Methodology, 2nd edition.  G.C Beri, Marketing Research, 3rd edition.  Nestle India Ltd, Company brochure. WEBSITES:-  www.google.co.in  www.wikipidia.com  www.nestle.co.in  www.fmcg.co.in
  62. 62. 56 Nestle India Ltd QUESTIONARE Market Name: …………………………………………………………… Retailer’s Name: ………………………………………………………….. Retailer’s Channel: …………………………………………………………. Choose the alternative answer which is suitable for you. Q1. Which brands of noodles do you sell ? Ans. a) Maggi b) Yippe c) Top Ramen d) Knorr Q2. Which variant of Maggi you sell the most? Ans. a) Magical masala b) Chicken noodles c) Classic masala d) Atta Noodles Q3. How do you rate the packaging of Maggi comparing with other brands (1-5 max) ? Ans. a) Maggi 1 2 3 4 5 b) Yippe 1 2 3 4 5 c) Top Ramen 1 2 3 4 5 d) Knorr 1 2 3 4 5 Q4. How do you rate the Point of Purchase of display of Maggi noodles when compared to other brand? Ans. a) Excellent b) Good c) Average d) Needs development
  63. 63. 57 Q5. Do you think there is no time delivery of Maggi noodles when compared to other brands? Ans. a) Always b) Sometimes c) Rarely d) Never Q6. Do you get proper credit facilities for your purchase ? Ans. a) Always b) Sometimes c) Rarely d) Never Q7. According to you who is the biggest competitor of Maggi? Ans. a) Yippe b) Knorr c) Top Ramen d) Others Q8. What do you think about the sales promotion strategy of Maggi? Ans. a) Excellent b) Good c) Average d) Needs improvement Q9. According to you which age group prefers the Maggi most? Ans. a) 4-12 b) 27-40 c) 27-40 d) 40 & above Q10. Which variant of Maggi is effective in the market? Ans. a) Classic Masala b) Atta noodles c) Magical masala d) Chicken noodles 12. Suggestions (if any):……………………………………………………………………………………………………………………………………………… ……………………………………………………………………………………………………………………………………………….
  64. 64. 58