A brand is not developed overnight, it struggles through various factors and rises by implementing various strategies. Hers is success story of one such brand Maggi and the strategies it devices.

1. TASTE BHI HEALTH BHI !!

2. ABOUT THE
COMPANY
AND BRAND
BIRTH OF
MAGGI IN
INDIA
PRODUCT
VARIANTS
PRODUCT
DIFFERENCI
ATION
4P’S
COMPETETI
VE
ANALYSIS
SWOT
PORTERS
FIVE FORCE
MODEL
STPD
ANALYSIS
PLC
THE
CURRENT
SCENARIO
SUGGESTI-
VE
STRATEGIES

3. Maggi
• Swiss origin company by Julius Maggi in 1897 .
• Merged with Nestle S.A in 1947.
• Markets its products in 130 countries across the world.
• Nestle puts nutrition as core of their business.
• In India it’s a brand under Nestle India Ltd. Introduced in 1982.
• At the time of its launch it was priced at RS.2
• Maggi acquired a market share of 90% during its launch year.
NESTLE AND ITS

4. PRODUCT RANGE
MAGGI NOODLES MAGGI HEALTHY SOUPS
MAGGI PICHKOO MAGGI COCONUT MILK POWDER
MAGGI SAUCES MAGGI MASALA-AE-MAGIC
MAGGI HEALTHY SOUPS MAGGI BHUNA MASALA
MAGGI MAGIC CUBES MAGGI PASTA AND PIZZA SAUCE

5. NOODLE VARIANTS
CUPPA MANIA HOT HEADS 2 MINUTE NOODLES
ATTA NOODLES MANIA MULTIGRAINZ NOODLES

6. PRODUCT DIFFERENCIATION
• The taste is balanced keeping in mind the Indian touch and spices.
• Quality
• Reliability
• Performance level.
• Follows Indian customers psyche “ALL THAT LOOKS AND FEELS
GOOD IS OF GOOD QUALITY” and is packaged in such a way.

7. THE 4 P’S
PRODUCT
PLACE
PRICE
PROMOTION
1
2
3
4

8. PRODUCT

9. PLACE
• Maggi products are widely available due to the strong
presence of Nestle.
• The distribution strategy followed by Nestlé is
Producers to Distributors to Wholesalers to Retailers
to Consumers.
• It has a deep reach in rural areas and towns.
• Carry forward agencies make it efficient to reach end
consumers.
• The distribution strategy is unique in its own kind.
Factory
Store and forward agencies
Wholesellers
Retailers

10. PRICE
• Cost based pricing strategy
• Reduce in quantity to keep prices unchanged and to face
competitive pricing.
• Maximum market share with low prices and high quality standards.
• Differential prices in depending locations and across countries.
• Offerings are available in wide variety of packages so that people
can buy according to their needs.
• Hot head noodles and cup range target higher income level
segments, hence priced high.

11. PROMOTION
• Advertising as its main promotional strategy.
• Initially it focused on kids and working women who had very less time to
prepare food.
• Initial Advertisements only on kids channels with taglines “BAS 2
MINUTES”
• “Miss you Maggi” ad campaign to regain back the lost customers after
the Maggi ban in India.
• Free goodies with its products as a part of sales promotion strategy.
IN THE LAST 20 YEARS WE HAVE ASKED FOR JUST 2 MINUTES OF YOUR TIME !!

12. PROMOTION
• On its 25th anniversary it launched the voice over campaign to
create a nostalgic feeling among the customers about their journey
with Maggi.
• Offered discounts, Scratch n Win schemes.
• Celebrities notably Amitabh Bachchan and Madhuri Dixit for brand
endorsements.
TASTE BHI HEATH BHI !!

13. COMPETETIVE ANALYSIS
MAGGI IS #1 BUT COMPETETION IS JUST 2 MINUTES AWAY.
Long
Non sticky
Tasty
ITC using umbrella brand
strategy
Gained 3% in value share in
2014
Strong distribution channel.
Targeting mothers and
children.
Brand under Nissin Foods
Ltd,Japan, born in 1958.
Introduced to india in 1988.
Passed safety test in india by
FSSAI.
Goes head to head with Maggi
when variants are concerned.
Tasty
Brand under a huge FMCG
giant HUL.
Soupy noodles first in its
category.
Variants based on Indian,
Chinese and Italian seasonings
Effective distribution
strategies.
Targets more on kids and
elderly people.

14. SWOT ANALYSIS
S
• Market Leader, Brand loyalty, Distribution
channels, Innovative flavors for Indian taste buds,
Advertising strategy.
W
• Dependent on one flavor, Minor distribution
problems, Health related issues.
O
• Unexploited rural markets, Increasing number of
working youth, Affinity of Indians to Chinese foods.
T
• Strong presence of regional competitors,
Competitive pricing.

15. PORTERS MODEL
Top ramen,
Knorr soupy
noodles,
Yipee noodles.
Horlicks
Foodles
Customer
mindset,
Brand
image
Fast
food,Pasta
Distributers
,raw
material
supplies,pa
ckaging

16. STPD ANALYSIS
SEGMENTATION TARGETING POSITIONONG DIFFERENCIATION
Age Kids Fast to cook, Good to
eat
Taste
Eating habits Youth 2 Minute noodles Flavours
Lifestyle Office going people Taste bhi heath bhi Packaging

17. PLC

18. THE CURRENT SCENARIO
• Over the past 34 years Maggi has been most trusted and valuable brand
in India.
• Took the help of ecommerce giant SNAPDEAL for its comeback into the
market.
• Maggi has gained 57% + market share in Rs. 2000 crore noodle market
in 2016, 6 months post ban.
• The rivals Yippee noodles is said to have increased its market share to
30-40% post the ban.
• Experts say Nestle has a potential to expand the noodle category market
and which itself is growing at the rate of 15% annually from the year 2014

19. SUGGESTIVE STRATEGIES
• Focus on creating distinctive image based on twin benefit of
“instant” and “healthy” for its health conscious and rural
market.
• Promotional campaigns at schools in small towns.
• Strengthen distribution channel in rural areas.
• Foray into other products such as chips, chocolates.
• Launch new ad campaigns with brand ambassador.