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- 1. New Product Development Maggi By: Reshma .mr SS 09-11January 30, 2015 1
- 2. Journey • First launch:1882-83 , Switzerland • By: Julius Maggi • Maggi- Nestle merger: 1947 January 30, 2015 2
- 3. Nestle • Nestle isa Swiss company founded in 1986 by Henri Nestle • It market its products in 130 countries acroos the world • Nestle put nutrition as the core of their business • Main focus is on health and wellness • Good Food, Good Life to All Consumers January 30, 2015 3
- 4. In India • Nestlelaunched Maggi for the first time in India in the year 1982 • Launched in different falvour: • Masala • Chicken • Sweet&sour • Capsicum January 30, 2015 4
- 5. • The Brand(Maggi)is popular in: • India • Australia • Malaysia • New Zealand • Singapore • South Africa January 30, 2015 5
- 6. • Nestle wantedto explore the potential for such an instant food among the Indian market • Nestle enjoys around 90% market share in this segment • India is the largest consumer of Maggi Noodles in the world January 30, 2015 6
- 7. Initial Scenario • Competition: •Ready to eat snacks segments • Home made snacks January 30, 2015 7
- 8. Cont. • Positioned as:hygienic home made snack • Targeted for: women ( wrong target group) • Research shows: Children as the biggest consumer • Repositioned as: • ‘convenience product’ for mothers & • ‘fun’ product for kids • Using sales promotions & smart advertising January 30, 2015 8
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- 10. Journey Cont. • During1977: • Change in formulation • Change in taste of Maggi • In 1999: • Relaunched with the original taste • “ 2 minutes” proposition January 30, 2015 10
- 11. • Maggi’s firstproduct extension: 1988 • Maggi instant soup • In 2001: • Maggi became core brand of Nestle January 30, 2015 11
- 12. Cont. • In 2005: •Launching of “Maggi Atta noodles” • Baseline: “Taste bhi Health bhi” • Product well received by the Indian Consumer • Recent launch: Rice noodles • Maggi: A brand that knows the customer and willing to learn from the mistakes January 30, 2015 12
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- 15. SWOT strengths Market leader Brand loyalty Distribution channel Innovative falvours Advertising strategy weeknesses Heavily dependenton one flavour Health related issues Opportunities Unexploited rural market Increasing no. of working youth Affinity of indians to chinese food Threats Strong presence of regional competitors Competitive pricing January 30, 2015 15
- 16. Market penetration strategies •Promotional campaign in schools • Advertising strategy: focusing on kids • New product innovation: • Veg. Atta noodles • Dal Atta noodles • Cuppa mania January 30, 2015 16
- 17. Cont. • Availability indifferent packaging: • 50 gm • 100gm • 200 gm • Family packs(400 gm) • Conducting regular market research January 30, 2015 17
- 18. Hurdles faced • Salessaw a decline in 1990’s: • Formulation changed from fried base to air dried base • Competition increased in market-palce: • Top Ramen-Indo Nissin ( Japanese co.) January 30, 2015 18
- 19. Cont. • New productlaunched in market but failed: • Dal Atta noodles sambhar falvour • Maggi launched some products under their brand, but these products were un-successful • Ketchups, Soups, Tastemakers etc. • Latest threat to Maggi: Knorr January 30, 2015 19
- 20. Current Scenario 94% 4% 2% worldmarket share Maggi Top ramen other local January 30, 2015 20
- 21. Cont. • Leading brandin India as well as World • Reasonable competitive pricing • Creative interaction blogs for customers: • www.maggi-club.in • Focus mainly on health issues. January 30, 2015 21
- 22. Suggestive promotion strategies • Focuson creating distinctive image, based on twin benefits of “instant” & “health” • Conduct promotion campaign in schools in small towns • Launch new advertising campaign with brand ambassador January 30, 2015 22
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