Summer internship project of nestle india ltd

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. 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. 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. 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. 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

6. INTRODUCTION
1

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. 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

9. OBJECTIVE OF THE
PROJECT

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?

11. 5
NESTLE STRATEGY

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

13. 7
EVOLUTION OF NESTLE

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. 9
VISION OF NESTLE
10

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

17. HISTORY OF MAGGI
NOODLES

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. 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. 14
MARKETING MIX
1. Product
2. Price
3. Place
4. Promotion

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. 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. 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. 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. 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. 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. 21
Visibility Of Maggi noodles in Durgapur
 Maggi Periodical Display (MAGGI TRISHAKTI)
PRATIMA BABY FOOD

28. 22
PRIYANKA STORES (CHANDIDAS MARKET)

29. 23
SWOT ANALYSIS

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. 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.

32. 26
COMPETITOR BRANDS

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

34. 28
COMPARATIVE ANALYSIS
OF MAGGI AND YIPPE

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. 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. 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. 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. 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. 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. 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

42. 36
RESEARCH
METHODOLOGY

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 48
FINDINGS

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.

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SUGGESTIONS

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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.

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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.

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‘’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.

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BIBLIOGRAPHY

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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

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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

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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):………………………………………………………………………………………………………………………………………………
……………………………………………………………………………………………………………………………………………….

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