information

1. 7P’s of Marketing Mix of
Maggi
Made by:- Satyam Kumar
Class:- MBA (FT)
DIV:- “B”

2. What is Marketing Mix
The marketing mix refers to the set of actions,
or tactics, that a company uses to promote its
brand or product in the market. The 4Ps make up
a typical marketing mix - Price, Product,
Promotion and Place. However, nowadays, the
marketing mix increasingly includes several
other Ps like Packaging, Positioning, People and
even Politics as vital mix elements.

3. Maggi is an international food company, that originated in
Switzerland in 1884. Julius Maggi created Maggi as a vegetable food
product that could be prepared quickly. He became a pioneer in industrial
food production to improve the nutritional value of workers’ families.
Maggi was the first to market protein-rich legume meals and in 1886, made
a ready-made soup based on legume meals.
Maggi’s holding company merged with the Nestlé company in 1947
after various changes in ownership and corporate structure and in 1980 it
was launched by the Nestlé group of companies. The products include
soups, sauces and instant noodles.
Maggi’s relationship with India is a well-established one. Nestlé’s
Maggi first came to India in 1983 when India lifted the Cricket World Cup
for the first time and it was an instant hit. India has soon become the
largest market for the company, it is also Nestlé’s single-largest revenue
earner in India.

4. 7P USE IN MARKETING OF MAGGI

5. The product strategy and mix in Maggi marketing strategy can be explained as
follows:
Maggi is leading food brand under the umbrella of Nestle. Maggi
has a wide variety of products and has a different range for each country. Its products
are majorly categorized into Maggi instant noodles, Maggi soups, sauces, seasonings
and bouillons.
The instant noodles category has a wide variety and very popular
globally. The major Maggi products in this category are 2-minute Noodles, Chicken
noodles, Vegetable Multigrain noodles, Cuppa Mania, Hot Heads noodles, Oats
noodles, Atta noodles. This is the backbone of the product strategy in the marketing
mix of Maggi. The Maggi soups category has a wide variety of dehydrated soup mixes
and products offered vary with countries it is present in. Maggi is present all across
the world where it operates. Seasonings are various mixes of spices and also act as
cooking aid. In India it is available with the name of Magic Masala and Bhuna Masala.
Maggi sauces are also a major category and flavors vary country wise. Soy sauce is a
popular seasoning product all over the world. Apart from this in India a lot of varieties
are available such as Maggi Rich Tomato, Maggi Hot & Sweet and Tamarind. During
the lockdown, the sales of ready to cook food products rose sharply. This was largely
due to convenience especially for people with little cooking skills.

6. Below is the pricing strategy in Maggi marketing strategy:
Maggi uses a cost based pricing strategy to tap in to various
markets in the world.
The competitive prices are compensated with high volumes
of the products. This shows that competition and cost are the two major
factors in the marketing mix pricing strategy of Maggi. Because of rising prices
in various countries Maggi has smartly started reducing the quantity to keep
the prices unchanged. Nestle strives to capture maximum market share with
low prices and high quality standards. As Maggi is trying to tap into all
segments of income category it keeps differential prices in depending
locations and across countries. Also its offerings are available in wide variety
of packages so that people can buy according to their needs. In recent times
Maggi has started coming up with new products like the cup range and Hot
Heads noodles which it targets for the higher income level segments and
hence are priced at higher range.

7. Following is the distribution strategy in the Maggi marketing mix:
Maggi products are widely available due to the strong
presence of Nestle. The distribution strategy followed by Nestlé is
Producers to Distributors to Wholesalers to Retailers to Consumers. This is
because it is consumed in a lot of volumes and generally in small
quantities. Due to its so deep reach even into rural areas and small towns,
it has gained it the top position. Maggi products are directly taken from the
factories which are independently managed to Carry and Forward
Agencies who then store in there large warehouses and pass them onto
the wholesalers according to their demanded quantities. These quantities
are then distributed among the retailers or to the end customer through
hypermarkets, other small businesses and even its own kiosks to
corporates. The retailers can be convenience stores or local supermarkets.
This gives an overview on Maggi’s distribution strategy in
its marketing mix.

8. The promotional and advertising strategy in the Maggi marketing
strategy is as follows:
Maggi has used advertising as its main promotional
strategy to create awareness and for brand recall. Initially it focused on
kids and working women who have very less time to prepare food. The
advertisements mainly flashed on kids channels with effective tag lines
of “Bas 2-minute” and the jingle “Maggi Maggi Maggi”. On its 25th
anniversary it launched the voice over campaign to create a nostalgic
feeling among the customers about their journey with Maggi. It has also
used the “Miss you Maggi” ad campaign to regain back the lost
customers after the Maggi ban in India. As sales promotional strategies
over the years it has attached various free goodies with its products
such as free samples, fun books and toys. Maggi has also offered
discounts, Scratch n Win schemes. It also used many celebrities for
brand endorsements. The users are also engaged with social media
platforms like Facebook, Instagram etc. This completes the marketing
mix of Maggi.

12. Maggi is a successful company that has nailed
its product offerings in both quality and variety.
It has embarked on a journey to help people of
all walks of life with the main target of children
and working women. They offer affordable
prices so that everyone can buy their
products. Its mission is to become an
inspirational growth partner providing creative,
branded food and beverage solutions that
enable operators to innovate and delight
consumers and its vision is to consistently
market and sell high-quality food to meet