This document presents a demand analysis of Maggi noodles conducted by a group of students. It includes an introduction to Maggi noodles and its brand journey in India. A segmentation, targeting, positioning, and differentiation (STPD) analysis is presented. The results of a survey conducted in Navi Mumbai are summarized, asking questions about consumption habits and brand perception of Maggi noodles. The conclusion is that Maggi has achieved a strong position in the market and is least affected by competitors due to its focus on taste. The experience of conducting the survey provided insights into consumer behaviors and perceptions.

1. DEMAND ANALYSIS
OF
MAGGI NOODLES
Presented By:
Afroze Mansuri
Devesh Dubey
Dipak Upadhyay
Malvika Bansal
Vinaya Nadar

2. ROAD MAP
 Introduction of Maggi Noodles.
 Brand Journey.
 STPD Analysis.
 Survey.
 Conclusion.
 Experience.

3. ROAD MAP
 Introduction of Maggi Noodles.
 Brand Journey.
 STPD Analysis.
 Survey.
 Conclusion.
 Experience.

4. INTRODUCTION OF MAGGI 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 year 1982.
• The Brand is popular in: - Australia - India - Malaysia - New Zealand Singapore - South Africa. Nestle wanted to explore the potential for such an
Instant food among the Indian market.
• It took several years and lot of money for Nestle to establish its Noodles
brand in India. Now it enjoys around 90% market share in this segment. Over the
years Maggi has launched several products under its Brand Name. Eg: maggi
ketch-up, pasta, bhuna masala, instant soups.
Source: www.maggi.in

5. ROAD MAP
 Introduction of Maggi Noodles.
 Brand Journey.
 STPD Analysis.
 Survey.
 Conclusion.
 Experience.

6. BRAND JOURNEY
• “What Xerox is to photocopier, and Colgate to toothpaste, MAGGI
is to noodles in India.” – Economic Times, 2003.
• MAGGI has been a main stay in the Indian markets for a long time
now. MAGGI and noodles are synonymous.
• India has emerged as the largest consumer of MAGGI noodles
across the nestle operations in the world. – Economic Times.
• Nestle unleashed brand MAGGI in India almost 25 years ago in
1983 with the launch of its traditional “2-minute noodles”.
• Market driver in instant noodles category since 15 years in a row.
Source: www.allaboutmaggi.com/

7. ROAD MAP
 Introduction of Maggi Noodles.
 Brand Journey.
 STPD Analysis.
 Survey.
 Conclusion.
 Experience.

8. STPD ANALYSIS
Segmentation
Targeting
Positioning
Differentiation
Age
Kids
Fast to cook, good Taste
to eat
Eating habits
Youth
2-minute noodles Flavors
Lifestyle of urban
families
•Office goers
“Taste Bhi Health
•Working women Bhi”
•Health conscious
people
Packaging
*Business Today, 2009.

9. ROAD MAP
 Introduction of Maggi Noodles.
 Brand Journey.
 STPD Analysis.
 Survey.
 Conclusion.
 Experience.

10. SURVEY
• The survey was conducted in the areas in and around Navi
Mumbai including Vashi, Sanpada, Juinagar, Nerul, Belapur.
• The sample contains responses from all age groups
including working men and women, housewives,
pedestrians and senior citizens.
Source: Survey Conducted

11. What comes 1st in your mind when you hear the word
MAGGI?

12. Are you a consumer of MAGGI Noodles?

13. If yes, how often do you consume Maggie Noodles?

14. What is the brand that comes to your mind when we
say the word ‘Noodles’?

15. With what products would you associate the brand
MAGGI?

16. Rank the following MAGGI products with respect to
frequency of purchase with 1 being the highest value?

17. On a scale of 1 to 5 rate MAGGI on the following
parameters?

18. Rank the categories which MAGGI should look into, in
the future?

19. How do you perceive MAGGI products?

20. Which MAGGI products in noodles category do you
regularly buy?

21. Do you perceive MAGGI noodles as a healthy
product?

22. You came to know about MAGGI from?

23. Do you remember any of the MAGGI Noodles
commercials on TV?

24. ROAD MAP
 Introduction of Maggi Noodles.
 Brand Journey.
 STPD Analysis.
 Survey.
 Conclusion.
 Experience.

25. CONCLUSION
• Maggi has achieved a great position in market and this
product is least affected by it’s competitors (Top Ramen,
Yipee, etc.)
• Maggi original has been the best, it’s flavors were not able
to whet the appetite to the same extent.
• Maggi from last 20 years has managed to remain
unbeaten in the market because it has always given more
preference to the taste of people.
Source: Survey Conducted

26. ROAD MAP
 Introduction of Maggi Noodles.
 Brand Journey.
 STPD Analysis.
 Survey.
 Conclusion.
 Experience.

27. EXPERIENCE
 First and foremost thing learned by this experience is , ‘how the real world
works’.
 Secondly, this being the first survey conducted by us on our own we
learned the importance of using simple and to the point statements in our
questionnaire.
 We also got an insight of lives of people of various age groups as to what
their eating habits are.
 We learnt how different the perception of same class/group of individuals
can be.
 Last but not the least we also understood that excess of anything can
reverse its effect through the statement that ‘MAGGI NOODLES – A LIGHT
MEAL WHICH PROVIDES PLEASURE WHEN EATEN
WITH BALANCE AND UNDERSTANDING ’.