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The Brand Maggi

The Brand Maggi. Nestle Good food good life. Outline of the presentation. Nestle company profile and basic product category Maggi noodles Market share, initial strategy Product protection PLC,SWOT,STPD Analysis Market penetration strategies and hurdles

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The Brand Maggi

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  1. The Brand Maggi Nestle Good food good life

  2. Outline of the presentation • Nestle company profile and basic product category • Maggi noodles • Market share, initial strategy • Product protection • PLC,SWOT,STPD Analysis • Market penetration strategies and hurdles • Current scenario and suggestive promotional Strategies

  3. About Nestle • The company dated to 1967 • Henry Nestle developed a milk based baby food and soon began marketing which was the first product of nestle

  4. Nestles product list • Nestle milk maid • Magi pickup • Magi pizza maze • Magi sauces • Nestle munch • Nestle Milo • Nestle ice tea • Nestle natural dahlia etc

  5. What brand name comes to your mind when I say the word Noodles • Magi

  6. Market share • Magi has 94% Market share • Top Ramen has 4% • Others 2%

  7. Initial Strategies of Magi • It has faced lot of hurdles in India • The major being Indian psyche • Initial Targeting was working women in the platform of convenience • However despite heavy media advertising sale of magi was not picking up • Hence NIL conducted a Research

  8. Cont……….. • NIL promotions positioned the noodles as convenience to mothers and fun for kids • Tagline “ Fast to cook, good to eat” in line with the positioning • They promoted further by distributing free samples, giving gift on return of empty packets • Effective tagline communication “2 minute noodles, Taste phi health phi”

  9. Product protection in market • The word “Noodles” was registered By Nestle India in 1984 • Magi is the trademark for noodles category products from the year 1984

  10. Product life stages

  11. SWOT ANALYSIS Strength • Market leader • Brand loyally • Distribution channels • Innovative flavors Weakness • Heavily dept on one flavor • Health related issues Opportunities • Unexploited rural market • Increasing no. of working youths • Affinity of Indians to Chinese food Threats • Strong presence of regional competitors • Competitive pricing (top Ramen)

  12. DSTP Differentiation : Taste,Flavor,packaging Segmentation : Based on lifestyle and habit of urban Families Targeting : Kids.Office goers Positioning : With Statements such as 2 minute Noodles and easy to cook and good to eat

  13. DSTP Analysis Differentiation : Taste.Flavor,packaging Segmentation : Age,Eating habit,lifestyle of urban families Targetting : kids,youth,office goers,working women,health conscious people Positioning : easy to cook good to eat,2 min noodles,taste bhi health bhi

  14. Market penetration Strategy • Promotional stratergy in school • Advertising straight focus on kids • Innovative new products – veg atta noodles,dal atta noodles,cuppa mania • Availability of diff packages- 50,100,200gms,400gms-family pack • Conducting regular market survey

  15. Hurdles Faced • Saw decline in 1990- formulation changed from fried base to air dried base • competition in noodle market – top ramen • New product failer – dal atta noodle in sambhar flavor

  16. Current scenario of maggi • Leading brand in india and world over • Reasonable competitive pricing • Creative interactive blogs for customers www.maggi-club.in

  17. Suggestive promotion • Focus on creating distinctive image, based on twin benefit of instant and healthy with emphasis on health conscious and rural market • Conduct promotional campaigns at schools in small towns with population not more than 1000 • Strengthen the distribution channel of rural areas within 100 km of all the metros

  18. Some more ………… • New advertising campaign (tv,radio,print,media commercials) • Conduct market research to find out the market penetration of the product in the rural areas covered • Packaging to be tweaked to accommodate the pictures of consumers chosen by the company If the consumer has a story to tell about maggi,putting him or her on packaging,print or tv • Brand extentions –like maggi bhuna masala,maggi cupa mania instant noodles

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