Maggi- Rajesh Kumar Mishra and a Chakraborty

8/6/2019 Maggi- Rajesh Kumar Mishra and a Chakraborty

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Taste Bhi Health BhiNOODLES

By- Rajesh Kumar Mishra

Mahashweta Chakraborty


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The Story of Maggi The history of this brand traces back to the 19th century Industrial

revolution in Switzerland created factory jobs for women, who weretherefore left with very little time to prepare meals.

Due to this growing problem Swiss Public Welfare Society asked a millernamed Julius Maggi to create a vegetable food product that would be quickto prepare and easy to digest.

Julius came up with a formula to bring added taste to meals in 1863.


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Nestl India Ltd. (NIL), the Indian subsidiary of the global FMCG major,

introduced the Maggi brand in India in 1982, with its launch of Maggi 2

Minute Noodles, an instant noodles product.

The Birth in India


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Maggi-Product mix MAGGI 2-MINUTENoodles (classic, chicken, capsicum, tomato)

MAGGI Vegetable AttaNoodles

MAGGI CUPPA MANIA

MAGGI Vegetable Multigrain Noodles


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**FCL: Full Container Load; Full Carload

Maggi- Sizes


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Different CommunicationMedia- NIL


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TV AdsTV Ads

Initially Maggi was targeted at the

working woman and later the

upper middle class kids.

Maggi was a sponsor for Hum Log,a popular television show on

Doordarshan, Indias sole channel

in 1984.

Maggi is now targeting its products

at the entire family and not onlykids.

Maggi has recently launched

MAIN AUR MERI MAGGI

campaign in commensuration of

25 years of Maggi in India.


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Print AdsPrint Ads Maggi does not focus heavily on print media during its launch since its initial

target audience was mothers and kids.

Some advertisements in the print media were used to highlight the

convenience factor of Maggi.

Maggi has recently come out with advertisements in some weekly magazines

for its new Atta noodles and rice noodles variants.

Maggi rice noodles mania had the highest column centimeter in print duringJan aug 07 among the instant foods category. Growth in noodles/pasta print

advertising grew by 42% in Jan-may 05 compared to Jan-may 04. Of this,

maggi vegetable Atta noodles had 92% share.

Maggis expenditure on print media is much lower compared to other media.


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Print AdsPrint Ads

Maggi introduced thisMaggi introduced this

advertisement in variousadvertisement in various

magazines in 2003 to celebratemagazines in 2003 to celebrate

20 years of its product in India.20 years of its product in India.


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Promotion InitiativesPromotion Initiatives Maggi was distributed free in

schools and offices to promote

trial

Return gifts on empty packs

Maggi fun book and stickers with

funky animal facts.


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Organized retails SP 7% discounts on 6 piece pack (56 MRP), 5 rupee discount on 8 piece pack( 78

MRP). These are promotional schemes given by retailer itself not by NIL.

Company is coming up with schemes like giving one soup pack with 8 piecepack.

In Past company has promotional schemes like 4 piece pack with that of 36

instead of 40.


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Display

Large pack sizes at the top with

decreasing pack sizes as going

downward. Why?This is because

that for a retail outlet the more

value is generated large pack thus

they try to project big size atconvenience place.

Outer display shelves are

purchased by company (Reliance

mart).


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Public Relation

The Maggi Club - the children under 14 were invited by press

advertisements and distribution of leaflets to become a member of maggi club

by sending logos cut from 5 empty maggi wrappers. Maggi projected it as

maggi clubbers are fun lovers and intended to use it as reference group.

Benefits offered to maggi-clubbers are various games like Snap safari game,

Cap and mask sets, travel India game, Disney today comic. To obtain each gift

the member has to send 5 wrappers as purchase proof.

Some special privileges were given to regular members time to time like,

discounted tickets of Appu Ghar.

Organized Maggi school quizzes and sketching


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Results Of PR Activity Getting closer to regular customer.

Boosted the sales.

Making valuable direct marketing

database.

Recently, again, they have started

Maggi fan club. This time it isoperating online and they are

providing user name and

password.


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Effective Taglines

MAGGI 2-MINUTENoodles

"Taste Bhi Health Bhi

Chaska Taste ka, Health Rice kaMAGGI RICENOODLE MANIA

comes as another unique TASTE

BHI HEALTH BHI offering from

the house of MAGGI.

MAGGI Vegetable Atta Noodles,an offering that exemplifies

"Taste Bhi Health Bhi".

Just add garam paani Carry

on jaani


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Market Penetration

Strategies Promotional campaigns inschool.

Advertising strategies: -focusing on kids.

New product innovationaccording to the need of

consumers: Veg. Atta Noodles. Dal Atta Noodles. Cuppa Mania.

Availability in differentpackages: 50 gms.

100 gms. 200 gms. family packs (400gms.).

Conducting regular marketresearch


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The Economic Times, Aug12, 2010

Nestle had extended

Maggi noodles and

seasoning to the

bottom-of-the-pyramid segment by

selling

Rs 4 and Rs 2 packs

at select low-income

markets like Mumbai's

Dharavi.

Reaching Out Grass Root Level


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STPD AnalysisSegmentation Targeting Positioning Differentiation

Age Kids Fast to cook good

to eat

Taste

Eating Habits Youth 2-minute noodles Flavours

Lifestyle of urban

families

Office goers Taste bhi health

bhi

Packaging

Working Women

Health conscious

people


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Product DifferentiationSegmentation toDifferentiation:

Classic Noodles 5

10 yrs.

Veg. Atta Noodles Health Conscious.

Rice Mania Teenage

Cuppa Mania Office

goers, Working women.


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MAGGI: Placement The distribution network iswell

spread almost everywhere in

India, as it is easily available in

all kirana stores, retail store

etc.


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SWOT Analysis

Strengths Weakness Opportunities Threats

Market Leader. Heavily dependent on

one product

Unexploited rural market Strong presence

of regional

competitors

Brand Loyalty Minor distribution

problems

Increasing number of

working youth

Competitive

pricing(Top Ramen,Sun

Feast)

Distribution Channels. Health related issue Affinity of Indians to

chinese food

Innovative flavours for

Indian taste buds.

Advertising Strategy.


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Market Share In World Leading Brand in India as well as

World

Reasonable competitive pricing.

Creative interaction blogs forcustomers: www.maggi-club.in

Focus mainly on Health Benefits.

World Market Share

Maggi 94%

Top Ramen4%

Other Loca

2%

Maggi 94% Top Ramen 4% Other Loca l 2%


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Anyquestions


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Thank You

Documents

Maggi- Rajesh Kumar Mishra and a Chakraborty