Maggi Brand Dossier and Basic market study
•
2 likes•1,702 views
We studied the brand "Maggi" and made a report as part of our Marketing course. We have tried to make the report exhaustive. We also have a done an online survey of 130 responses for the hypotheses we had considered. We also got into various more interesting conclusions which I am ready to share if any one is interested.
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (20)
Similar to Maggi Brand Dossier and Basic market study
Similar to Maggi Brand Dossier and Basic market study (20)
Recently uploaded
Recently uploaded (20)
Maggi Brand Dossier and Basic market study
- 1. Maggi Noodles Alka Baid Arjun P.R Avishek Singal Ratnavel Subramanian
- 2. AGENDA • Overview of Maggi Noodles ▫ Positioning and repositioning ▫ Advertisement ▫ Sales promotion • Analysis of the product • Competition ▫ Strategies adopted to tackle competition • Distribution strategy • Hypotheses ▫ Justification ▫ Instruments of data collection • Analysis of data • Net take away
- 3. Overview of Maggi • Created in 1863 by Julius Michael Johannes • Acquired in 1947 by Nestle • Introduced in India in 1982 • Top Ramen - the first competitor in 1990 • Introduced new variants in 2005 • India the largest consumer of Maggi noodles
- 4. Positioning and Repositioning • Positioning ▫ Initially introduced as easy to cook ▫ Focused on working women • Repositioning ▫ Focused shifted to children ▫ Focused on health development
- 5. Advertisement • Variety of TV commercials ▫ Constantly adapting ▫ Both customer and consumer centric ▫ Sponsoring famous television shows Hum log in DD • Social media
- 6. Advertisement • Popular taglines ▫ Fast to cook, good to eat ▫ Mummy, I‟m hungry ▫ Taste bhi, health bhi • “Me and meri Maggi” campaign
- 8. Me and meri Maggi
- 9. Sales Promotion • Sampling ▫ Schools and offices (Targeting kids and working crowd) • Return gifts on empty packets • Maggi club ▫ Discounts on movie tickets for members ▫ Organized quizzes and sketching competition • Discounts offered to retailers ▫ 7% discount on 6-pieces pack ▫ 5 rupee discount on 8-pieces pack
- 10. Analysis of the Product STPD analysis • Segmentation ▫ Maggi created a separate segment of instant noodles • Target ▫ Kids, youth and working crowd ▫ Basically all „convenience-savvy time misers‟ • Positioning ▫ 2-minute noodles ▫ Snack market • Differentiation ▫ Variety of flavors ▫ Packaging
- 11. Analysis of the Product SWOT analysis • Strength ▫ Established family brand – market leader ▫ Global corporate support ▫ Marketing and distribution channels • Weakness ▫ No authentic noodles • Opportunity ▫ Unexploited rural market ▫ Growing packaged food industry ▫ Increasing brand consciousness • Threat ▫ Health issues ▫ Generic competition
- 12. Analysis of the Product 4P analysis • Product ▫ Instant noodles ▫ A large pool of variants • Price ▫ Affordable ▫ Inflation pricing strategy • Promotion ▫ Initially – Working women ▫ Kids and youth ▫ Health centric • Place ▫ Wide distribution network – High availability ▫ Satisfactory distributors and retailers
- 13. Competitors List of major competitors ▫ Top Ramen Nissin Second largest noodles brand ▫ Sunfeast Yippee ITC Fresh competitor ▫ Horlicks Foodles GSKCH Fresh competitor
- 14. Strategies to tackle competition • Maggi vs Top Ramen ▫ Maggi – first ▫ Maggi was more established ▫ Maggi changed the recipe Top Ramen sees a short rise in sales ▫ Maggi rolls back to the old recipe Top Ramen is back to square one ▫ Maggi obtained the health platform ▫ Major strategy by Maggi was “Do Nothing” Strengthened its distribution channels TopRamen‟s lack of competitive promotion
- 15. Strategies to tackle competition • Maggi vs Yippee ▫ Differentiation of Yippee: Shape of the noodle cake Ability to consume long after cooking ▫ Strength of Yippee Distribution of ITC Umbrella branding strategy ITC Conglomerate ▫ Went head-on to battle against Maggi
- 16. Distribution Strategy • Traditional distribution ▫ ▫ ▫ ▫ Carry Forward Agents (CFA) Distributors Wholesale dealers Retailer • Modern distribution ▫ Designated distribution ▫ Retail store chains
- 17. Distribution Strategy • Nestle offers 6% margin for distributors • Terms of sale: ▫ Distributors pay in advance ▫ Retailers buy on credit • Variety of distributors ▫ Urban ▫ Rural
- 18. Hypotheses 1. Maggi is perceived by the consumers as a „quick-meal‟. 2. Maggi is considered healthy by both mothers and other consumers. 3. Masala Maggi has reached the minds of consumers more than its other variants. 4. Maggi was never seen as a substitute to regular Noodles.
- 19. Justification • H1 ▫ Product used over a long time ▫ Recent advertisements • H2 ▫ Major consumer – Kids • H3 ▫ Masala maggi – available since launch • H4 ▫ Positioning of Maggi was always a snack
- 20. Instrument of data collection • Questionnaire • Sample size: ▫ 100~120 ▫ 40 parents
- 21. Analysis of data • Q1 : Which of following would you prefer most for a snack? (Rank among 9 options) Distribution of people's first choice of snacks 3% 3% 2% 2% 11% 37% 5% 17% 20% Samosa Vada Kachori Haldiram's snacks Biscuits Cakes Instant Noodles Chocolates Chips
- 22. Analysis of data • Q1 Distribution of people's first 3 choices of snacks 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Rank 1 Rank 2 Rank 3
- 23. Analysis of data • Q2 : Which of the following do you thing qualifies as a “quick-meal”? (Rank among 9 options) Distribution of people's first choice of quick meal 3% 2% 2% 7% 7% 26% 10% 12% 31% Oats Cerals Dosa/ Idly Roti Fried Rice Instant Noodles Sandwich Pav bhaji Hot Dogs
- 24. Analysis of data • Q2 Distribution of people's first 3 choices of quick meal 40.0% 35.0% 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0% Rank 1 Rank 2 Rank 3
- 25. Analysis of data • Q3 : What brand comes to your mind when asked about “instant-noodles”? ▫ 119/121 responses - Maggi
- 26. Analysis of data • Q4 : Which of the following do you think are varieties of Maggi? (Check boxes containing both correct and wrong options) Tricky Tomato, 25 Chicken, 58 Vegetable Multigrainz, 69 Thrillin Curry, 5 Masala Maggi, 109 Vegetable Atta Noodles, 98
- 27. Analysis of data • Hypothesis 3 has been proven wrong ▫ “Vegetable Atta noodles” is almost as popular as Masala Maggi
- 28. Analysis of data • Q5 : Between Maggi and regular noodles (served in Fast Foods/Restaurants), rate the parameters given below. (On a scale of 5. 1 being the lowest and 5 being the highest) Mean Rating for Maggi 5.00 4.00 3.00 2.00 Mean Rating 1.00 0.00 Tasty Healthy Worth the money Easily available Quick to Prepare
- 29. Analysis of data • Q5 Number of people Perception of Maggi among the minds of customers 100 90 80 70 60 50 40 30 20 10 0 Tasty Healthy Worth the money Easily available Quick to Prepare 1 2 3 4 5
- 30. Analysis of data • Q5 (part 2) Mean Rating for Regular Noodles 4.00 3.50 3.00 2.50 2.00 Mean Rating 1.50 1.00 0.50 0.00 Tasty Healthy Worth the money Easily available Quick to Prepare
- 31. Analysis of data • Q5 (part 2) Perception of Maggi among the minds of customers Number of people 60 50 40 Tasty Healthy Worth the money Easily available Quick to Prepare 30 20 10 0 1 2 3 4 5
- 32. Analysis of data • Hypothesis 4 proved Right ▫ The two distribution of rating shows that the products are not complimentary
- 33. Analysis of data • Q6 : Would you like to consume Maggi on a regular basis? Percentage of people who would consume Maggi regulalry 26% Yes No 74%
- 34. Analysis of data • Q6 Percentage of parents who would consume/feed Maggi regulalry 28% Yes No 72%
- 35. Analysis of data • Q7 : If yes, at what situation would you like to have “Maggi” Noodles? i. ii. iii. iv. v. Regular day Breakfast Evening Snack When you‟re in a hurry For a proper meal A late night snack Regular breakfast Evening Snack When you're in a hurry For a proper meal A late night snack HEALTHY TASTY 1 0 0 1 0 MEAL 0 1 0 1 1 QUICK 1 0 1 1 0 0 0 1 0 1
- 36. Analysis of data • Q7 Maggi as perceived by frequent consumers of the product 6% 30% HEALTHY TASTY MEAL 46% 18% QUICK
- 37. Analysis of data • Q7 Maggi as perceived by the parents who consume/feed frequently 11% 33% HEALTHY TASTY 34% MEAL QUICK 22%
- 38. Analysis • Hypothesis 1 has been proven wrong ▫ Even those who consume/feed Maggi regularly are doing so not because it‟s filling (Meal)
- 39. Analysis of data • Q8 : If No, what are the possible reasons behind? i. ii. iii. iv. It‟s not tasty It‟s not healthy Expensive I like variety Reason why people would not consume Maggi regularly 2% 27% 7% I prefer more variety each time It's not tasty It's not healthy 64% It's expensive
- 40. Analysis of data • Q8 Reason why parents would not consume/feed Maggi regularly 5% 12% 5% I prefer more variety each time It's not tasty It's not healthy 78% It's expensive
- 41. Analysis of data • Hypothesis 2 has been proven wrong ▫ Both the entire population and the parents do not consider Maggi healthy
- 42. Net take away • Maggi has spent loads of time, work and money to imprint its brand in the minds of the consumers • Maggi noodles is not considered healthy at all • Vegetable Atta noodles and Masala maggi are the most popular variants of Maggi • Maggi noodles has not yet been perceived as a meal • Maggi noodles has not been seen a substitute for regular noodles