Consumer Behaviour Presentation

By:Karishma SoodManish Sharma

Abhishek Chanda

How did

make the cross border movement?

Maggi’ History• With the Industrial Revolution came factory jobs

for women and less time to prepare food.

• In 1882 Swiss Public Welfare Society commissioned Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest.

• Maggi merged with Nestle in 1947.

• In India it was launched in 1980s by Nestle group of companies.

Indian Culture

• Wholesome meal - roti sabzi, dal chawal, puri bhaji….

• Indians like spicy and tangy stuff (failure of Top Ramen).

• Snacks – biscuits, wafers, samosas, patties, chaat, dahi bhalla…

• Evening food – tea accompanied with namkeen and meetha.

• Home made snacks are considered healthy and hygienic.

• Mothers like to prepare elaborate meals where the huge quantity if oil is a testimonial of her love.

• There’s a feeling of guilt if the mother does not prepare the food herself.

• Kids don’t like the regular dal roti.• The concept of working lunch has just about

stepped in.• The prosperity of India’s middle class is showing

in its burgeoning waistline (refer to cover story in Outlook).

The Indian Appetite

Maggi’ Journey In India

• When launched, it had to face a stiff competition from the ready to eat snack segments like biscuits, wafers etc.

• Another competitor – ‘home made snacks’.

• First positioning - hygienic home made snack.

• Targeted towards the wrong segment – working

women.

• Next strategy – capture the kids segment with the help of sales promotions.

Hungry kid says “Mummy bhookh lagi hai’’ to which his mom replies ’’Bas do minute!’’ and soon he is happily eating Maggie noodles.

• Positioning as a meal could not have worked because of the Indian mentality concerning a wholesome meal.

• Final positioning – convenience pack.

‘2-minute Noodles’

Change In Branding

Earlier Version

‘Fast to cook! Good to eat!’

Latest Version

‘Taste bhi, Health bhi’

Maggi’ TG in India

• Mothers, Housewives and working women.

• Kids and the youth.

The Indian Mother

Working Women

“I was completely exhausted after my office hours. I had no stamina left to work for long

hours in kitchen. Meanwhile few visitors arrived. I had smile on my face while greeting them but my mind was thinking of how to entertain them.

What to do for dinner. Suddenly I thought of Maggi.”

Kids Love Maggi

Maggi Suits The Indian Tastebud

• Maggi Vegetable Atta Noodles

• Maggi Dal Atta Noodles

• Maggi Dal Atta with a Sambar tastemaker

Maggi Vegetable Atta Noodles

• An innovative product and the first of its kind in India.

• Contains whole wheat and real vegetables.

• A 100 gm pack of MAGGI Vegetable Atta Noodles provides the goodness of 3 rotis.

• Energy, carbohydrates, dietary fibre, protein and calcium.

Maggi Dal Atta Noodles• To provide the family with more good food .

• Further builds on the nutrition proposition.

• New product offers the goodness of protein

coming from the unique combination of 'Atta' and ‘Dal’.

• Dal Atta Noodles provides over 20% of a child's daily requirement of dietary fibre and protein.

Tetonative Facts

• India is the largest consumer of Maggi noodles in the world.

• What Xerox is to photocopier and Colgate to toothpaste, Maggi is to noodles in India.

• Ever since its launch in India in 1983, this brand has become synonymous with noodles.

• The brand has grown to an estimated 200 crore.

• Maggi has grown to an estimated Rs 160-170 crore brand contributing as much as 10% of Nestle India’s top line.

• JUST how much can a housewife influence a Rs 1,688-crore company? Carlo M. Donati, the non-conformist Chairman and Managing Director of foods giant Nestle India Ltd, doesn't disappoint. "She's someone whose needs we anticipate," he exclaims. You've got to give that to him.

Competence in Research and Development

• Maggi has access to the Nestlé Group’s proprietary technology/brands, expertise and the extensive centralised research and development facilities.

• The culture of innovation and renovation and benchmarking of consumers’ tastes and products is facilitated in the company by the unique “Experimental Kitchen” and “Sensory Laboratory” at the Head Office.

Maggi’ Future Plans

• Market the company’s products in such a way so as to create value that can be sustained over the long term for consumers.

• Create value for consumers that can be sustained over the long term by offering a wide variety of high quality, safe food products at affordable prices.

• Continuously focus its efforts to better understand the changing lifestyles of modern India and anticipate consumer needs in order to provide convenience, taste, nutrition and wellness through its product offerings.

Acknowledgements

The Delhi School Of Communication

Prof. Surojit Lahiri

Prof. Ramola Kumar

Mr. Sundarmoy Sen

Team Members

Photo courtesy: “The Sood Family”