3. Nestle India Ltd. (NIL)
• Introduced in 1982
• Subsidairy of the global FMCG Major Nestlé
New Food Category all together
• Instant noodles
• Retained its leadership until the early 2000s
In 2005, NIL started a healthy range
4. Maggi 2 minutes Noodles
• It has market share of well over 90%
No serious Rivals in years yet.
• ITC came out with ready to eat pasta
Only past 25 years did the brand take
aboard a celebrity (Preity Zinta)
5. Sales declined during during the 1990s
• Chowmin
• Ramen
Competitive pricing
• Local manufactures
Knorr
• Same packing
• Pricing
6. Formulating in 1997
• A Mistake
• Revived Mistake
Introduced other products
• Soups,ketchup,pasta,etc
• To create brand image
In the 2000s
• Leader in the instant noodels segment
• Crushing down many local competitors
7.
8.
9. • On the Basis of the Lifestyle of
Segmentation the people
• Habits of Urban Nuclear Families
• The target Audience
Targetting • Young Generation and People on
the move.
• “Easy to Cook Good to Eat , Tasty
Positioning Bhi Healthy Bhi”
• “Takes just 2-minutes to make”
Differentiation •Taste , Flavors , Packaging etc.
10. Advertising
Strategies
Promotional
New Campaigns
Product
Innovations
12. To become health
Vegetable aata noodle.
product.
Strategies for
a Product
Category
First-Mover advantage Creates new market
13. Health
Products
Advertising
(Print &
360 Taste
Electronics) Degree
Marketing
Strategy
Events for Recipe for
Kids Women
14. Women (Wrong Approach)
• Thoughts- Easy to cook hence
convenient
Children –Young Adults (correct
approach)
• Tasty and fun to eat (Noodles)
15. Shifted its Focus from working women to Children and their
mothers
Convenient for Mothers to cook Fun and Tasty for Children to Eat
NIL’s Advertising campaigns played a great role in Promotions
Distributing Free samples Lucky Draw Winners to be be Prizes
Aggressive Marketing
Gifts/Toys given out for exchange of Gambling with the Campaign of ‘Me and
empty packets Maggi’ with emotions of the consumers
