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PRESENTATION ON By Hemant Gulati
About NESTLE• Nestlé is a multinational packaged foods company founded and headquartered in Vevey, Switzerland• set up in 1866 by Henri Nestlé• NIL-the indian subsidary of the global FMCG major S.A.• NESTLE house–gurgaon, haryana• Introduced the MAGGI brand in 1982.• Entirely new food catgory-instant noodles-indian packaged food market.• Started offering new healthy products under MAGGI
History of MAGGI• Maggi is an over 100-year-old Nestlé brand of instant soups, stocks, bouillons, ketchups, sauces, seasonings and instant noodles.• The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his fathers mill.• Marked the beginning of the Maggi® brand and its lines of convenient food products.• In 1882, the Swiss Public Welfare Society commissioned Maggi to create a vegetable food product that would be quick to prepare and easy to digest to help with the problem of women having less time to prepare meals as more and more worked outside the home.• Maggi merged with Nestlé in 1947.
MAGGI as an international culinary brand• Worldwide leader in flavor and meal enhancement.• Internationally as the trusted brand in consumer and professional kitchens.• Almost 89 percent of chefs in Hong Kong-the center of Chinese culinary excellence-use Maggi products in their meal creations.• The market leader in Peoples Republic of China, Philippines, India, Vietn am, Malaysia and Thailand.
MAGGI-INDIANESTLE introduced MAGGI brand in INDIA in 1982.With the launch of maggi noodles, NUL created a new food category in indian packaged food market.Over in india, maggi became a popular snack food product.In fact, "Maggi" has become a genericized name for instant noodles in India and Malaysia.
MAGGI-PRODUCT length Maggi stocks White rice seasoning Chicken stock Chicken stock-less salt Vegetable stock and beef stock Soups Cook up soups Instant soups 2 minute noodles Chicken Vegetable Pizza Curry Cheese Dal and aata
PRICE :• Considering the price points in the market for Maggi, it should continue to position itself in the "snacks" category itself, since few would be willing to accept it as a meal (Indian Consumption Habits - Noodles still arent taken as proper food item).• Affordable by all income groups.PLACE:• The distribution network is well spread• Easily available in all kirana stores, retail store etc.• Market share
PROMOTION :Changed their advertising campaign- focus on health and nutrition.Celebrity endorsements. Eg . Javed JafferiSales promotion in schools and offices, as the exercise of brand call.Market research exercise-regards of taste and health issues. This helped maggi to think about the customer.Distributed free samples-period of new launches.
• Maggis first product extension was Maggi instant soups launched in 1988. With the launch of Maggi soups, NIL had become a pioneer in the organized packaged soup market in India... Taglines like Mummy, bhookh lagi hai (Mom, Im hungry), Bas 2-Minute, (Only 2 minutes) and Fast to Cook Good to Eat effectively communicated the products benefits to target consumers
STP of MAGGI SEGMENTATION:• Segmented the market on the basis of lifestyle and eating habits of the indian consumer.• Focus mainly on age and appetite of the urban families.
TARGETING:Target audience arekidsYouthWorking womenIt helps mothers with the promise of fast to cook and good to eat snacks.„convenience savvy time misers‟
POSITIONING:• Positioned their product with the well known slogan• “2minute noodles”• “taste bhi health bhi”• “Easy to cook, good to eat”• Positioned their product as to get fast relief from hunger.