This document provides a marketing management project report on Maggi Noodles. It includes an introduction to Maggi's history and launch in India. It then covers the product life cycle of Maggi noodles, including its introduction, growth, maturity, and decline stages. The document also includes a STPD analysis, SWOT analysis, and marketing mix discussion of Maggi. Additionally, it applies the BCG matrix to analyze Maggi's product portfolio. The document concludes with recommendations, suggestions, and a conclusion on Maggi's market dominance in India.
A brand is not developed overnight, it struggles through various factors and rises by implementing various strategies. Hers is success story of one such brand Maggi and the strategies it devices.
Downfall of Nestle Maggi in Pakistan, Competitors of Maggi Pakistan, Introduction of Nestle, Introduction of Maggi, Reasons of Downfall, Comeback made by Maggi, Customer review, Nestle Pakistan, Death of nestle Maggi, Marketing management, Presentation
Maggi seems to be just that perfect quick-snack between meals and is so easy to make that kids sometime make it alone. At the end of May 2015, India’s Food safety administration (FDA) ordered Nestle India to recall its popular Maggi noodles after tests showed that the product contained high levels of lead and MSG. Hence, the 2-minutes ready Maggi Noodles ban in India was declared.
Maggi India Twitter account makes an impressive effort to respond to every tweet from customers on this issue with a pre-prepared statement explaining that lead occurs naturally in soil and water.
Maggi India Twitter account makes an impressive effort to respond to every tweet from customers on this issue with a pre-prepared statement explaining that lead occurs naturally in soil and water.
On August 13, the ban was set aside by the court but it asked Maggi to undergo a retest at labs certified by National Accreditation Board for Testing and Calibration.
On wednesday, june 1 2015, Delhi government banned the sale of maggi for 15 days and instructed Nestle India to withdraw its existing stock from market.
On June 3 2015, union foods and consumer affair minister Ram Vilas Paswan filed complaint with NCDRC, for engaging in “unfair trade practices”.
On June 5,2015 global CEO Paul Bulcke held a press conference.
FSSAI ordered Nestle India to withdraw all 9 variants of Maggi on grounds of Maggi packets stating ‘No added MSG’ which was misleading.
Retail stores like Walmart, Future group
withdrew Maggi noodles from their stores.
In a short span exporting of Maggi suffered a downfall in the foreign market.
It is an Indian customer’s psyche that “whatever looks good and feels good would be of good quality” so Maggi packs had been designed keeping in mind the same concept.
Market penetration involves trying to gain additional share of a firm’s existing markets using existing products. Often firms will rely on advertising to attract new customers with existing markets.
A brand is not developed overnight, it struggles through various factors and rises by implementing various strategies. Hers is success story of one such brand Maggi and the strategies it devices.
Downfall of Nestle Maggi in Pakistan, Competitors of Maggi Pakistan, Introduction of Nestle, Introduction of Maggi, Reasons of Downfall, Comeback made by Maggi, Customer review, Nestle Pakistan, Death of nestle Maggi, Marketing management, Presentation
Maggi seems to be just that perfect quick-snack between meals and is so easy to make that kids sometime make it alone. At the end of May 2015, India’s Food safety administration (FDA) ordered Nestle India to recall its popular Maggi noodles after tests showed that the product contained high levels of lead and MSG. Hence, the 2-minutes ready Maggi Noodles ban in India was declared.
Maggi India Twitter account makes an impressive effort to respond to every tweet from customers on this issue with a pre-prepared statement explaining that lead occurs naturally in soil and water.
Maggi India Twitter account makes an impressive effort to respond to every tweet from customers on this issue with a pre-prepared statement explaining that lead occurs naturally in soil and water.
On August 13, the ban was set aside by the court but it asked Maggi to undergo a retest at labs certified by National Accreditation Board for Testing and Calibration.
On wednesday, june 1 2015, Delhi government banned the sale of maggi for 15 days and instructed Nestle India to withdraw its existing stock from market.
On June 3 2015, union foods and consumer affair minister Ram Vilas Paswan filed complaint with NCDRC, for engaging in “unfair trade practices”.
On June 5,2015 global CEO Paul Bulcke held a press conference.
FSSAI ordered Nestle India to withdraw all 9 variants of Maggi on grounds of Maggi packets stating ‘No added MSG’ which was misleading.
Retail stores like Walmart, Future group
withdrew Maggi noodles from their stores.
In a short span exporting of Maggi suffered a downfall in the foreign market.
It is an Indian customer’s psyche that “whatever looks good and feels good would be of good quality” so Maggi packs had been designed keeping in mind the same concept.
Market penetration involves trying to gain additional share of a firm’s existing markets using existing products. Often firms will rely on advertising to attract new customers with existing markets.
Brand Loyalty and Consumer Buying Behaviour towards maggiUtkarsh Verma
A Project on the consumer buying behaviour and brand loyalty towards nestle maggi after the recent ban that it went through,
this project focuses on each aspect of the brand internally and externally to analyse and interpret the results after proper research.
What is Pricing Strategy and what are the objectives and factors affecting the Pricing Strategy.
There are Certain types of Pricing Strategies as well. Each and every strategy has its own affect on the product and services offered by an organization.
Brand Maggi :Nestle's powerful Arm
The report entitled A Study of “Brand Maggi” deals with the study of Maggi brand that was launched in India in the year 1983, by Nestle India Limited, which became synonymous with noodles. This research tries to find awareness of Maggi& its product line with that of its competitors. The introduction provides the company background, operational & other important information provided by the company, which would assist in taking the decision for the right brand extension strategy for Maggi.
DOWNFALL OF AN ICONIC BRAND: THE MAGGI CRISIS IN INDIAShubham Boni
DON'T FORGET TO LIKE AND SHARE THE PRESENTATION.
INTRODUCTION:-
1.Maggi was invented in Switzerland by Julius Maggi during the industrial revolution around 1820.
2.It is an international brand of seasonings, soups and noodles.
3.In 1947, Maggi merged with the NESTLE COMPANY.
4.Nestle began operations in India in 1912 and its first manufacturing unit in 1961.
5.It markets its products in 130 countries across the world.
6.Nestle put nutrition as the core of their business.
SUMMARY:-
1.On wednesday, june 1 2015, Delhi government banned the sale of maggi for 15 days and instructed Nestle India to withdraw its existing stock from market.
2.On June 3 2015, union foods and consumer affair minister Ram Vilas Paswan filed complaint with NCDRC, for engaging in “unfair trade practices”.
3.On June 5,2015 global CEO Paul Bulcke held a press conference.
4.FSSAI ordered Nestle India to withdraw all 9 variants of Maggi on grounds of Maggi packets stating ‘No added MSG’ which was misleading.
5.Retail stores like Walmart, Future group withdrew Maggi noodles from their stores.
6.In a short span exporting of Maggi suffered a downfall in the foreign market.
7.It is an Indian customer’s psyche that “whatever looks good and feels good would be of good quality” so Maggi packs had been designed keeping in mind the same concept.
REASONS FOR DOWNFALL:-
1.On March 10, 2014 UP Department officials tested confirmed presence of Lead and Monosodium Glutamate in Maggi.
2.Maggi tested positive for MSG, officials stated Maggi packets were labelled “No Added MSG” which was misleading.
DON'T FORGET TO LIKE AND SHARE THE PRESENTATION.
1. Marketing Management Project
Professor Roshni Sawant Ma‟am
Product : Maggi Noodles
By :
Name Roll No.
Ashwin Patil MBA
Deepali Ugade MBALS-012011
Hitesh Gaonkar MBA
Minal Chauhan MBABIOTECH7
Pooja Lakhani MBA
3. OBJECTIVES
• Maggi is one of the most famous and familiar product that can be
targeted to all age groups.
• Cheaply available in all areas(including remote areas at feasible price)
• Easy to cook (consumes less time) It was considered as Junk food in
the beginning but later was reintroduced and was successful as a
healthy home made fast to cook good to eat snack.
• Maggi is one of the highest selling products all over country.
• Creative interaction blogs for customers:
• Focus mainly on Health Benefits
4. INTRODUCTION
• Maggi Noodles is a brand of instant noodles made by
Nestle India limited.
• It was found by the Maggi family in Switzerland in
19th Century.
• Maggi Company merged with Nestlé in 1947.
• The first launch of the Maggi brand of instant foods in
1882 – 83.
5. Maggi in India
• Maggi has faced lot of hurdles in its journey in India
• Maggi noodles were launched in India in the early
1980s
• Positioning of the product with the wrong target group
• Maggi was positioned as „2-minute noodles‟ with a
punch line that said „Fast to cook! Good to eat!‟
6. Need recognition of Indian
consumers
• There was a key need for a product that provides good
quality food and at the same time was convenient.
• Maggi visualized that there should be a product which
takes less time to cook and consumer uses that product
to get fast relief from hunger.
• So the „2-minute funda‟ coupled with yummy taste
worked.
7. PRODUCT LIFE CYCLE
The product life cycle is an important concept in marketing. It
describes the stages a product goes through from when it was first
thought of until it finally is removed from the market.
8. 1. Market introduction stage
Researching, developing and then launching the product
2. Growth stage
When sales are increasing at their fastest rate
3. Maturity stage
Sales are near their highest, but the rate of growth is slowing
down, e.g. new competitors in market or saturation
4. Decline stage
Final stage of the cycle, when sales begin to fall
9. PLC OF MAGGI
• a : Introduction
• a-b : Growth
• b-c : Reduction In Sales
• c : Re-Launch
• c-d : Market Re-Capture
• d : Introduction to new
Variants
10. Introduction stage of Maggi Noodles:
• Introduced the Maggi brand in India in 1982
• First-mover in the instant noodles category
Growth stage of Maggi Noodles:
• It enjoyed around 50% market share valued at 250cr in this segment
Maturity stage of Maggi Noodles:
• During 1990‟s the market became saturated.
• Maggi faced tough competition from Top Romen and Hakka
Noodles.
11. Decline stage of Maggi Noodles:
• After 1990‟s sales of Maggi started declining.
• NIL changed the formulation of Maggi noodles in 1997.
However, this proved to be a mistake.
• New product launched failed in the market, eg. Dal Atta
Noodles of Sambur flavor.
Reintroduction stage of Maggi Noodles:
• In 1999 company again changed the formation of its products.
• Company came up with various interesting advertisements.
12. MAGGI STPD ANALYSIS
• Segmentation: Based on life style and habits of
urban families.
• Targeting: Kids, office goers.
• Positioning: With statements as “2 minute
noodles” and “easy to cook good to eat” .
• Differentiation: Taste, flavours, packaging
14. POSITIONING
• Nestle positioned their product Maggi with the well
known slogans such as
• “2 minute noodles”
• “taste bhi health bhi”
• “Easy to cook, good to eat”
• “fast relief from hunger”
• They also positioned it as hygienic home made snack.
17. SWOT ANALYSIS
MAGGI TOP RAMEN
STRENGTH
• Market leader in their segment. • Prepared quickly and conveniently
• Strong brand loyal consumer base. • Top Ramen is a major brand of the
• Wide range of distribution channel. company in India with substantial
market share
• A unique noodles taglined with
smoodles
18. MAGGI TOP RAMEN
WEAKNESS
• Not much presence in rural • Limited brand awareness
market. and advertising.
• Strong presence of regional • Still trying to penetrate in
competitors. the global market.
• Competitive pricing.
19. MAGGI TOP RAMEN
OPPORTUNITY
• Cost reduction by
• Increasing number of
restructuring production
working youth.
system.
• Shift to rural market.
• Growing market for fast
• Changing preference of
to prepare food.
consumers.
20. MAGGI TOP RAMEN
THREATS
• Price war with • Less price of
competitors. competitor‟s product.
• Strong presence of • Brand switching cost is
competitors. very low.
• Local brands and
restaurants
24. Place
Whenever, Wherever, However…
• Connecting with customers out of home…..in the
movies.
• MAGGI Fun spots
• Supply in other nestle outlets.
• ITES/BPO employees
25. Promotion
• They promoted the product by,
• Distributing free samples.
• Giving gifts on return of empty packets.
• Dry sampling-distributing Maggi packets.
• Wet sampling - distributing cooked Maggi.
• Availability in different packages 50gm,100gm, 200gm,etc..
• Effective Tagline Communication.
26. BCG Matix
• (BCG) Matrix is a four celled matrix (a 2 * 2
matrix) developed by BCG, USA.
• Portfolio analysis tool
• According to this matrix, business could be
classified as high or low according to their
industry growth rate and relative market share.
27.
28. • STARS- Stars represent business units having large market
share in a fast growing industry
Maggi Noodles is the market leader with 80 % market share in
Noodles.
• QUESTIONS: Question marks represent business units
having low relative market share and located in a high growth
industry.
Maggi Soups is the category which is in Question mark as the
market is growing and the brand has less market share.
29. RECOMMENDATIONS
• New products but sticking to the original TASTEMAKER.
• Pricing Strategy.
• Most of the medical practioners advice especially old people and small children
not to eat maggi everyday because of it contains high quotient of Maida Flour
and Salt so we recommend maggi to reduce these contents which makes it more
healthy.
• Conduct Market Research to find out the market penetration of the product in
the rural areas covered.
• They should conduct test marketing before launching new product. Focus on
creating distinctive image, based on twin benefits of INSTANT and
HEALTHY.
30. SUGGESTIONS
• New products such as Maggi pakodas which can be taglined or advertised as “JUST
FRY AND EAT IT” OR “Maggi Pakoda a Wholesome Snack"
• A lot of people like to eat maggi with grated cheese on it so it can come up with its
own brand of Maggi Cheese and advertise it with slogans such as “Maggi Cheese
makes it yummier OR “Maggi Cheese as soft and light as breeze”
• Maggi can also come up with its own Maggi hakka noodles which can attract the
target audience as well as the small eating Chinese joints which will increase its
profit margins.
• It can come up with maggi branded sauces (Vinegar, Soya sauce).
31. CONCLUSION
• Nestlé India Ltd is the dominant player in noodles with 60%
share of retail value sales in 2010.
• Its brand Maggi was the most entrenched instant noodle
brand in India.
• Result of its wide distribution network, aggressive
advertising, a large variety of flavors under Maggi and
strong brand loyalty.
32. • Maggi continuously focuses its efforts to understand
changing lifestyle of modern India & anticipate consumer
needs.
• Maggi has focused on changing lifestyle and
innovated, renovated to create delight in everyday meals
& bring happiness to everyday family moments. This is
Maggi‟s DNA.
• The new launches will only continue to grow the market
further.