New Product Development
Maggi
By :
Reshma .mr
SS 09-11January 30, 2015 1
Journey
• First launch: 1882-83 , Switzerland
• By: Julius Maggi
• Maggi- Nestle merger: 1947
January 30, 2015 2
Nestle
• Nestle is a Swiss company founded in 1986 by
Henri Nestle
• It market its products in 130 countries acroos
the wo...
In India
• Nestle launched Maggi for the first time in
India in the year 1982
• Launched in different falvour:
• Masala
• ...
• The Brand(Maggi) is popular in:
• India
• Australia
• Malaysia
• New Zealand
• Singapore
• South Africa
January 30, 2015...
• Nestle wanted to explore the potential for
such an instant food among the Indian market
• Nestle enjoys around 90% marke...
Initial Scenario
• Competition:
• Ready to eat snacks segments
• Home made snacks
January 30, 2015 7
Cont.
• Positioned as: hygienic home made snack
• Targeted for: women ( wrong target group)
• Research shows: Children as ...
January 30, 2015 9
Journey Cont.
• During 1977:
• Change in formulation
• Change in taste of Maggi
• In 1999:
• Relaunched with the original ...
• Maggi’s first product extension: 1988
• Maggi instant soup
• In 2001:
• Maggi became core brand of Nestle
January 30, 20...
Cont.
• In 2005:
• Launching of “Maggi Atta noodles”
• Baseline: “Taste bhi Health bhi”
• Product well received by the Ind...
Range
January 30, 2015 13
Variants
January 30, 2015 14
SWOT
strengths
Market leader
Brand loyalty
Distribution
channel
Innovative
falvours
Advertising
strategy
weeknesses
Heavil...
Market penetration strategies
• Promotional campaign in schools
• Advertising strategy: focusing on kids
• New product inn...
Cont.
• Availability in different packaging:
• 50 gm
• 100gm
• 200 gm
• Family packs(400 gm)
• Conducting regular market r...
Hurdles faced
• Sales saw a decline in 1990’s:
• Formulation changed from fried base to air
dried base
• Competition incre...
Cont.
• New product launched in market but failed:
• Dal Atta noodles sambhar falvour
• Maggi launched some products under...
Current Scenario
94%
4% 2%
world market share
Maggi
Top ramen
other local
January 30, 2015 20
Cont.
• Leading brand in India as well as World
• Reasonable competitive pricing
• Creative interaction blogs for customer...
Suggestive promotion
strategies
• Focus on creating distinctive image, based on
twin benefits of “instant” & “health”
• Co...
January 30, 2015 23
Upcoming SlideShare
Loading in …5
×

maggi

5,101 views

Published on

Published in: Education
1 Comment
0 Likes
Statistics
Notes
  • Jogando.net 19
    o MELHOR SERVIDOR DE MU ONLINE DO BRASIL! Season 6 Ep. 3
    em todos os Servers. Sendo 7 servers diferenciados proporcionando sua diversão.
    Conheça também o site de Animes Cloud: http://www.animescloud.com, mais de 20.000 videos online. ENTRE JÁ NO SITE : http://www.jogando.net/mu/ >> CADASTRE-SE E GANHE 5 DIAS DE VIP 1ª Mega Maratona Jogando.net ~> MAIS DE 30 DIAS DE EVENTOS .
    Curta nossa página no Facebook : http://www.facebook.com/pages/jogandonet/3710275296185
    By: talula
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Be the first to like this

No Downloads
Views
Total views
5,101
On SlideShare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
305
Comments
1
Likes
0
Embeds 0
No embeds

No notes for slide

maggi

  1. 1. New Product Development Maggi By : Reshma .mr SS 09-11January 30, 2015 1
  2. 2. Journey • First launch: 1882-83 , Switzerland • By: Julius Maggi • Maggi- Nestle merger: 1947 January 30, 2015 2
  3. 3. Nestle • Nestle is a Swiss company founded in 1986 by Henri Nestle • It market its products in 130 countries acroos the world • Nestle put nutrition as the core of their business • Main focus is on health and wellness • Good Food, Good Life to All Consumers January 30, 2015 3
  4. 4. In India • Nestle launched Maggi for the first time in India in the year 1982 • Launched in different falvour: • Masala • Chicken • Sweet&sour • Capsicum January 30, 2015 4
  5. 5. • The Brand(Maggi) is popular in: • India • Australia • Malaysia • New Zealand • Singapore • South Africa January 30, 2015 5
  6. 6. • Nestle wanted to explore the potential for such an instant food among the Indian market • Nestle enjoys around 90% market share in this segment • India is the largest consumer of Maggi Noodles in the world January 30, 2015 6
  7. 7. Initial Scenario • Competition: • Ready to eat snacks segments • Home made snacks January 30, 2015 7
  8. 8. Cont. • Positioned as: hygienic home made snack • Targeted for: women ( wrong target group) • Research shows: Children as the biggest consumer • Repositioned as: • ‘convenience product’ for mothers & • ‘fun’ product for kids • Using sales promotions & smart advertising January 30, 2015 8
  9. 9. January 30, 2015 9
  10. 10. Journey Cont. • During 1977: • Change in formulation • Change in taste of Maggi • In 1999: • Relaunched with the original taste • “ 2 minutes” proposition January 30, 2015 10
  11. 11. • Maggi’s first product extension: 1988 • Maggi instant soup • In 2001: • Maggi became core brand of Nestle January 30, 2015 11
  12. 12. Cont. • In 2005: • Launching of “Maggi Atta noodles” • Baseline: “Taste bhi Health bhi” • Product well received by the Indian Consumer • Recent launch: Rice noodles • Maggi: A brand that knows the customer and willing to learn from the mistakes January 30, 2015 12
  13. 13. Range January 30, 2015 13
  14. 14. Variants January 30, 2015 14
  15. 15. SWOT strengths Market leader Brand loyalty Distribution channel Innovative falvours Advertising strategy weeknesses Heavily dependent on one flavour Health related issues Opportunities Unexploited rural market Increasing no. of working youth Affinity of indians to chinese food Threats Strong presence of regional competitors Competitive pricing January 30, 2015 15
  16. 16. Market penetration strategies • Promotional campaign in schools • Advertising strategy: focusing on kids • New product innovation: • Veg. Atta noodles • Dal Atta noodles • Cuppa mania January 30, 2015 16
  17. 17. Cont. • Availability in different packaging: • 50 gm • 100gm • 200 gm • Family packs(400 gm) • Conducting regular market research January 30, 2015 17
  18. 18. Hurdles faced • Sales saw a decline in 1990’s: • Formulation changed from fried base to air dried base • Competition increased in market-palce: • Top Ramen-Indo Nissin ( Japanese co.) January 30, 2015 18
  19. 19. Cont. • New product launched in market but failed: • Dal Atta noodles sambhar falvour • Maggi launched some products under their brand, but these products were un-successful • Ketchups, Soups, Tastemakers etc. • Latest threat to Maggi: Knorr January 30, 2015 19
  20. 20. Current Scenario 94% 4% 2% world market share Maggi Top ramen other local January 30, 2015 20
  21. 21. Cont. • Leading brand in India as well as World • Reasonable competitive pricing • Creative interaction blogs for customers: • www.maggi-club.in • Focus mainly on health issues. January 30, 2015 21
  22. 22. Suggestive promotion strategies • Focus on creating distinctive image, based on twin benefits of “instant” & “health” • Conduct promotion campaign in schools in small towns • Launch new advertising campaign with brand ambassador January 30, 2015 22
  23. 23. January 30, 2015 23

×