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maggie
Group 9 conducted market research on Maggi noodles. They surveyed 50 respondents between ages 20-50. Most spend Rs. 100-150 monthly on noodles and choose Maggi for its taste. Respondents wanted more flavors but rated taste, availability, and price highly. Masala was most popular but some wanted Atta noodles. Mouth publicity influenced many purchasers. The group concluded Maggi would stay dominant through new variants, though competitors emerge. Respondents signaled a preference shift to healthier Atta noodles.
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- 1. MARKETING ASSIGNMENT ON FMCGPRODUCT- MAGGI NOODLES BY GROUP 9 KETAKI KUNTE ROLL NO. 26 MANALI JADHAV ROLL NO. 22 HARHSHARAN NAGRA ROLL NO. 32 ROHIT ARORA ROLL NO. 40 HIMANSHU GOSAIN ROLL NO. 20
- 2. INTRODUCTION • Maggi foundedby Swiss entrepreneur Julius maggi • Became pioneer by bringing protein rich and vegetable meals in market • Maggi brand synonymous with taste and quality • International brand for soups, bouillons, cubes, ketchups, sauces. Seasonings and instant noodles • Launched in India in 1982 • Market size of instant noodles is 2200 crores • Market share in India less than 70% • In India first instant noodle brand • Particularly well known in India, Pakistan, Australia, Nigeria, New Zealand, Malaysia and Singapore • Offers a wide variety of products in India
- 3. MARKET TRENDS • Atrend is a set or sequence of events that has some momentum and durability • FMCG market treble US$11.6 billion in 2003 to US$33.4 in 2015 • Maggi noodles penetration level 30% indicating untapped market potential • Growth in Indian population an opportunity to branded product makers to convert consumers to branded products • Growth fuelled by estimated 200 million people shift to processed and packaged food • Rural marketing demands sachets in consumer goods • Instant noodles not treated as main meals • Increased health consciousness means growing demand for multigrains and Atta noodles
- 4. PRODUCT LAUNCH • Strategycarefully planned and scheduled with goal to make big happening and make big sales in short time • Launched in India in 1982 • Faced rejection when changed formulation in mid 90’s • Returned to old formulation • India largest market for maggi 90%market share • After two decades maggi launching new products
- 5. PRODUCT LIFE CYCLE •CYCLE CONSISTING FOUR STAGE Introduction A period of slow sales growth as product is launched in the market. Profits are non existent because of heavy expenses incurred with product introduction Growth A period of rapid market acceptance and substantial profit improvements Maturity A period of slowdown in sales growth because the product has achieved acceptance by most potential buyers. Profit stabilise or decline because of increased competition Decline The period shows a downward drift and profit erode
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- 7. MAGGI PRODUCT MIX •All the products offered by a company to its customers. • Product mix consists of a number of product lines. • Product mix of any company has four dimensions: 1. Width 2. Length 3. Depth 4. Consistency • Width: number of product lines a company offers • Length: total number of items in the product mix of a company. • Depth: the assortment of size, colour and models offered in each item of the product line. • Consistency: the relationship of various product line- end use, production, distribution channel etc.
- 8. PRODUCT MIX OFMAGGI
- 9. PRICING STRATEGY OFMAGGI Since maggi is a FMCG product mainly consumed by youngsters and kids the company has kept the pricing optimum and affordable to all which can be explained as below: VARIETY OF MAGGI NET WEIGHT PRICE OF THE PRODUCT (RS.) 1. Maggi Masala Noodles 70 150 300 450 560 10 20 40 60 77 2. Maggi Atta Noodles 80 320 21 78 3. Maggi Chicken Noodles 80 152 304 15 29 59 4. Maggi Cupamania 70 40
- 10. PROMOTION STRATEGY OFMAGGI The various promotion techniques used by maggi are: • Exchange offers • Free gifts • Use of print media • Arranging competition on schools • Organizing Maggi club for children • Using big Bollywood entities to promote the product • Introduced new types of product. • Followed a 360 degree marketing approach
- 11. DISTRIBUTION CHANNEL OF MAGGINOODLES Two major types of distribution are: • Distributing target traditional trade which involves wholesalers and retailers. • Distributing targeting modern rate which deals with the retail store chains ex-Big bazaar, Reliance Fresh,etc.
- 12. POSITIONING Market positioning isthe act of designing the company’s offerings and image to occupy a distinctive place in the minds of the target market. This can be done by using innovative tag lines. TAG LINES USED BY MAGGI “TASTE BHI ,HEALTH BHI “ “BAS 2-MINUTES” (ONLY 2-MINUTES) “GOOD FOOD ,GOOD LIFE “ “MUMMY , BHOOKH LAGI HAI “ (MOM I’M HUNGRY )
- 13. COMPETITORS TOP RAMEN SUNFEAST YIPPEE NOODLES KNORNOODLES SMITH & JONES • CHING’S NOODLES
- 14. SWOT ANALYSIS OFMAGGI NOODLES • STRENGTHS 1. Market leader 2. Strong USP 3. Wide variety 4. Brand loyalty 5. Strong advertising strategy 6. Specialized in food industry 7. Backed by strong parent company 8. Strong distribution channel 9. Advantage of first mover in market 10. Matched with Indian needs • WEAKNESES 1. Perceived as unhealthy 2. Use of preservative of concern 3. Low rural market presence 4. Noodles not well accepted in India 5. Minor distribution problems
- 15. • OPPORTUNITIES 1. Packagedand canned food industry growing 2. High brand image 3. Increasing level of income and fast life 4. Increased affinity of Indians towards Chinese cuisine • THREATS 1. Presence of regional competitors 2. Pricing strategies of other brands 3. Less entry barriers in the industry 4. Lot of substitute products available 5. Presence of strong competitors like ITC SWOT ANALYSIS OF MAGGI NOODLES
- 16. LITERATURE REVIEW ARUNACHAL WOMANCONQUERS MOUNT EVEREST ON HALF-PLATE OF MAGGI NOODLES THE TRUTH ABOUT MAGGI NOODLES-A BLOG BY REENA DARUWALLA THE ADVENT OF THE ATTA NOODLE
- 17. CONSUMER SURVEY OBJECTIVE: •To findout the behaviour of consumers in relation to various attributes. •To find out the general trends in market with respect to instant noodle market. •To find peoples approach towards maggi -a instant noodle brand. SAMPLE SIZE The sample size taken into consideration while compiling and analysing the data to come to a conclusion is 50 respondents AGE GROUP The age group taken into consideration is between 20 years to 50 years. RESEARCH METHODOLOGY: We have used both Primary as well as Secondary methods to collect the respective data: But prominently primary data is used. In primary data questionnaire method of collective data is specifically used. For secondary data the sources used are quickmba.com, Wikipedia, Times of India, etc.
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- 19. 56% 8% 14% 4% 8% 10% AGE GROUP 20-25 25-3030-35 35-40 40-45 45-50
- 20. 0 5 10 15 20 25 30 35 40 45 50 50-100 100-150 150-200ABOVE 200 NOT APPLICABLE TOTAL NO.OFPEOPLE AMOUNT IN RS. MONTHLY SPENDING
- 21. 0 10 2030 40 50 60 TASTE BRAND PRICE NO DIFFERENCE NOT APPLICABLE TOTAL NO. OF PEOPLE DIFFERNTIATING FACTOR
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- 23. YES NO MORE FLAVOURSREQUIRED? 33 17 0 5 10 15 20 25 30 35 NO.OFPEOPLE MORE FLAVOURS REQUIRED?
- 24. RATING 1 RATING2 RATING 3 RATING 4 RATING 5 RATING FOR ATTRIBUTES TASTE 3 1 5 23 16 AVAILABILITY 0 1 2 12 33 PRICE 2 8 12 16 10 PACKAGING 0 3 18 13 14 VARIETY 2 7 31 7 1 0 5 10 15 20 25 30 35 NO.OFPEOPLE RATINGS (5 BEING HIGHEST)
- 25. MASALA MAGGI 60% CHICKEN NOODLES 4% TOMATONOODLES 6% ATTA NOODLES 26% NA 4% VARIANTS PREFERRED
- 26. 0 5 1015 20 25 30 EASY TO COOK JUNK FOOD GOOD TO HEALTH TASTY/FUN EATING 30 9 2 9 PEOPLES OUTLOOK NO. OF PEOPLE
- 27. 0 5 10 15 20 25 30 35 40 45 50 YES NO MOUTH PUBLICITY46 4 NO.OFPEOPLE MOUTH PUBLICITY
- 28. 0 5 1015 20 25 30 35 40 YES NO NO. OF PEOPLE HEALTH PERCEPTION 36 14
- 29. 70% 30% AWARENESS OF NEWVARIANT (OAT NOODLE) YES NO
- 30. CONCLUSION There aresome who lead and are called market leaders and there are some who follow, called followers. Maggi has been a leader for decades and it is Maggi who educated Indian consumer about noodles. People are shifting their liking from Regular variant to Atta noodles i.e the healthy variant introduced by maggi to sustain against stiff competition. Of course, their market share might get depleted in course of time, by the entry of some very big players but Maggi will not sit silent. They will also reinforce their activities which will ultimately benefit the consumer. The consumers have suggested to introduce a Masala Atta Noodle flavour which will also signify its “TASTE BHI HEALTH BHI” tag line. People will definitely taste for a change, but it is very difficult to change ones taste bud and the top of mind game, as Maggi has become a generic name in India for their long presence…..
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