1. 1. THE PRODUCT LIFECYCLEOF MAGGISubmitted By-Gaurav Kumar AgrahariMBA-M&SIII Sem.
2. 2. Introduction of Maggi 2-minutes noodles It is a Brand of instant Noodle made by Nestle India Ltd. It was found by the Maggi family in Switzerland in the 19th century. Nestle launched Maggi for the first time in India in the year 1982. The Brand is popular in:-Australia, India, Malaysia, New Zealand, Singapore andSouth Africa. It took several years and lot of money for Nestle to establish its Noodles brand inIndia. Now it enjoys around 90% market share in this segment. Over the years Maggi has launched several products under its Brand Name.
3. 3. Current Scenario of Maggi Leading Brand in India as well as World. Current Sales: Approx.10,00,000 boxes55 cr. in India Reasonable competitive pricing. Creative interaction blogs forcustomers:www.maggi-club.in Focus mainly on Health Benefits.World Market ShareMaggi 94%Top Ramen4%Other Local2%Maggi 94% Top Ramen 4% Other Local 2%
4. 4. Concept of PLC and Maturity Stage A concept that provides a way to trace the stages of a productsacceptance, from its introduction (birth) to its decline (death).Characteristics of Maturity Stage Declining sales growth Saturated markets Extending product line Stylistic product changes Heavy promotions to dealers and consumers Prices and profits fall
5. 5. Maturity Stage of Maggi In 2003 Hindustan Lever Ltd was all set to take onNestle's best selling Maggi 2-minute noodles by launching a newcategory of liquid snacks under its food brand, Knorr Annapurna. The new product, called Knorr Annapurna Soupy Snax, was pricedaggressively at Rs 5 and had four variants: two chicken options and twovegetarian. Like Maggi, Soupy Snax was an in-between-meals snack and wastargeted at all age groups, particularly office-goers. In 2005 Nestl India launched MAGGI Vegetable Atta Noodles.
6. 6. Why Maggi is in Maturity stage Maggi have now become the Market leader. Brand loyalty is at the highest point of the consumers. Innovative flavors for Indian taste buds are being introduced regularly. Advertising strategy is very effective. Market Leader in Their Segment. It enjoys Strong Brand Loyal Consumer Base. Wide Range Of Distribution Channel in urban areas. Product is being launched According To the Need of Indian Consumerthe Product is also innovative in nature. Established Family Brands. Strong Global Corporate Brand.
7. 7. Suggestions They can launch new product i.e. they should add to their existing product line. Focus on creating distinctive image, based on twin benefits of INSTANT andHEALTHY Conduct promotional campaigns at schools in small towns with population morethan 10,000. Strengthen the distribution channel of the rural areas within 100 KM of all themetros. Launch new advertisement campaign (T.V., Radio and print media commercials)with the brand ambassador. Conduct market research to find out the market penetration of the product in therural areas covered.
8. 8. Thank You