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  1. 1. G.Sushma Reddy 10D21E0046
  2. 2. <ul><li>MAGGI IN INDIA </li></ul><ul><li>Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestlé SA, introduced the Maggi brand in India in 1982. </li></ul><ul><li>With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles - in the Indian packaged food market. </li></ul><ul><li>Being the first-mover, NIL successfully managed to retain its leadership in the instant noodles category even until the early 2000s. </li></ul><ul><li>In 2005, NIL started offering a range of new 'healthy' products under the Maggi brand, in a bid to attract health-conscious consumers. </li></ul>
  3. 3. <ul><li>MAGGI TAKES THE HEALTH ROUTE </li></ul><ul><li>In May 2006, Nestlé India Ltd. (NIL), launched a new instant noodles product called Maggi Dal Atta Noodles (Dal Atta Noodles) under the popular Maggi brand. </li></ul><ul><li>The Dal Atta Noodles were made of whole wheat and contained pulses, and positioned as a 'healthy‘ instant noodles. </li></ul><ul><li>NIL offered a variety of culinary products such as instant noodles, soups, sauces and ketchups, cooking aids (seasonings), etc., under the Maggi brand. Over the years, Maggi noodles became a popular snack food product in India. </li></ul>
  4. 4. <ul><li>Competitors </li></ul><ul><li>During 1990s, the sales of Maggi noodles declined, and this was attributed partly to the growing popularity of Top Ramen. </li></ul><ul><li>Also they are having a strong competition with local manufacturers. </li></ul><ul><li>Maggi is also facing competition with the chowmin. </li></ul>
  5. 5. <ul><li>COMPETITIVE STRATEGY </li></ul><ul><li>To beat the competition: - </li></ul><ul><ul><li>NIL changed the formulation of Maggi noodles in 1997. However, this proved to be a mistake, as consumers did not like the taste of the new noodles. </li></ul></ul><ul><ul><li>In March 1999, NIL reintroduced the old formulation of the noodles, after which the sales revived. </li></ul></ul><ul><ul><li>NIL also introduced several other products like soups and cooking aids under the Maggi brand. </li></ul></ul><ul><ul><li>In the early 2000s, Maggi was the leader in the branded instant noodles segment, and the company faced little serious competition in this segment. </li></ul></ul>
  6. 6. Industrial rivalry Threats of new entrants suppliers substitutes buyers Porter’s 5 force analysis
  7. 7. <ul><li>To sustain the image of the brand maggi, </li></ul><ul><li>Nestle had adopted the 360 degree marketing strategy : - </li></ul><ul><ul><li>Promote themselves as a health product. </li></ul></ul><ul><ul><li>They promote the product with whom consumer’s can play with, according to their taste. </li></ul></ul><ul><ul><li>They also give the opportunity, of posting the recipe, to the women. </li></ul></ul><ul><ul><li>They also have organized the various small events for the kids. </li></ul></ul><ul><ul><li>They have spend the huge amount on the advertising of the maggi like electronic and print advertising. </li></ul></ul>
  8. 8. <ul><li>Brand Extension </li></ul><ul><li>In order to obtain cost economies, companies leverage the strength of the existing brand to launch new variants and product lines. </li></ul><ul><li>Nestlé's Maggi is the classic example, which extended the brand Maggi to sauces, noodles, seasonings and pickle. </li></ul><ul><li>They want to cash the image of the mother brand to make their new product’s successful and acceptable in the market. (e.g.-Nivea, Colgate etc.) </li></ul><ul><li>Customer’s have a relationship and emotional feeling with brand maggi. </li></ul>
  9. 9. <ul><ul><li>What strategies were adopted by NIL in repositioning Maggi noodles? </li></ul></ul><ul><li>Target Customer :- </li></ul><ul><ul><li>NIL was trying to create an entirely new food category, instant noodles, in India. </li></ul></ul><ul><ul><ul><li>Initially, the company targeted working women on the premise that Maggi noodles were fast to cook and hence offered convenience. ( Wrong Approach ) </li></ul></ul></ul><ul><ul><ul><li>To get to the root of the problem, NIL conducted a research, which revealed that it was children who liked the taste of Maggi noodles and who were the largest consumers of the product. ( Correct Approach “Repositioning Strategy” ) </li></ul></ul></ul>
  10. 10. <ul><li>NEW POSITIONING STRATEGY </li></ul><ul><li>NIL shifted its focus from working women and targeted children and their mothers through its marketing. </li></ul><ul><li>NIL's promotions positioned the noodles as a 'convenience product', for mothers and as a 'fun' product for children. </li></ul><ul><li>NIL aggressively promoted Maggi noodles through several schemes like: - </li></ul><ul><ul><li>distributing free samples. </li></ul></ul><ul><ul><li>giving gifts on the return of empty packs. </li></ul></ul><ul><ul><li>NIL's advertising too played a great role in communicating the benefits of the product to target consumers. </li></ul></ul><ul><ul><li>placing customers photos on packet </li></ul></ul>
  11. 12. <ul><li>MAGGI Masala Noodles </li></ul><ul><li>MAGGI Chicken Noodles </li></ul><ul><li>MAGGI Thrillin Curry Noodles </li></ul><ul><li>MAGGI Tricky Tomato Noodles </li></ul><ul><li>MAGGI Romantic Capsica Noodles </li></ul><ul><li>MAGGI Veg Atta Noodles </li></ul><ul><li>MAGGI Multigrainz Noodles </li></ul><ul><li>MAGGI CUPPA Mania – Chilly Chow yo </li></ul><ul><li>MAGGI CUPPA Mania – Masala yo </li></ul>SOME OF THE PRODUCTS :-