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.

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

2. ROAD MAP
1. Objectives
2. Introduction
3. Product Life Cycle
4. STPD Analysis
5. SWOT Analysis
6. Marketing Mix
7. BCG Matrix
8. References
9. Recommendation
10. Suggestion

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

13. SEGMENTATION
The segmentation of Maggi was done on the
basis of
• Age
• Lifestyle
• Eating Habits of Urban families

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.

15. TARGETING
Target audience are:
• Kids
• Youth
• Working women
• Office goers

16. DIFFERENTIATION
• Maggi was and is still differentiated on the
basis of
• Taste
• Flavours
• Packaging

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

21. Marketing Mix

22. MARKETING MIX OF MAGGI
Maggi Masala Noodles
Vegetable Atta Nodles
Maggi Cuppa Mania

23. Price

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.

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.

33. References
• http://marketingpractice.blogspot.in/2006/01/maggi-its-
different.html
• http://www.scribd.com/doc/21954079/Maggi-Project-Final
• http://www.slideshare.net/parves190/maggi-noodles-8279990#
• www.valuebasedmanagement.net
• www.docstoc.com
• http://www.euromonitor.com/noodles-in-india/report
• Google Images

34. Thank You !!

35. Thank You !!