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Maggi
1. Indian Institute of Planning and Management
By- Harsha Ramani
IIPM FW PG (A)
2011-2012
2.
3. Introduction of Maggi 2 minute Noodles
• It’s a brand of Instant Noodles made by Nestle India
ltd. It was found by the Maggi family in Switzerland
in the 19th century. Nestle launched Maggi for the
first time in India in the 1982. Nestle wanted to
explore the potential for such an instant food among
the Indian market.
4. The Brand is popular in :
• India
• Australia
• Malaysia
• New Zealand
• Singapore
• South Africa
5. Initial Strategies of Maggi
• Maggi has faced lot of hurdles in its journey in
India.
• Initially Nestle tried to position the noodles in
the platform of convenience targeting the
working women.
• The noodles tagline, “FAST TO COOK,
GOOD TO EAT” was also in keeping with
this positioning.
6. STPD Analysis
• Segmentation: Based on lifestyle 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.
7. Marketing Penetration Strategies
• Promotional campaigns in school
• Advertising strategies: focusing on Kids.
• New product innovation according to the need of consumers.
-Veg Atta Noodles
-Dal Atta Noodles
-Cuppa Mania
• Availability in different packages.
-50gms
-100gms
-200gms
-family packs (400)gms
8.
9. Maggi Soups
• Maggi pioneered the dehydrated soups
market in India.
• the first to introduce tasty and convenient
packaged soups.
• The new MAGGI HEALTHY SOUPS have been
carefully prepared through the Research and
Development efforts
11. MAGGI SOUPER RONI
• It is a tasty, healthy, satiating snack which is a
combination of Soup and Macaroni with REAL
vegetables.
• The product has “fun & tasty” macaroni which
would appeal to kids.
• It is a source of protein and has no added
synthetic colours.
