Maggi Soups - Marketing PPT - Division C - Group 2(1)

8/20/2019 Maggi Soups - Marketing PPT - Division C - Group 2(1)

1/22

AN IN-DEPTH MARKETING STUDYOF ONE OF INDIA’S MOST LOVED

BRANDS

Soups

Team Members : Sumita (C002) Ankit Chowdhary(C013)Ayush Jain (C023

Vivek Kuruvilla (C035) Venkat o!aru(C0"5) Sharan Sistla(C05%aradi(C0##)


2/22

Founded in Switzerland in 1872 by Julius MaggiFirst company to bring protein-rich legume meal to the market

Followed it up with a ready made soup instant bean soup and instant pea soup! bas

legume meal in 188"

Merged with #estle in 1$%7

&ame to 'ndia in 1$8()aunched Maggi soups in 1$88 with a plan to create a market for packaged

NESTLE MAGGI


3/22

MAGGI SOUP FLAVOURS


4/22

Soure : &uromonitor 'nternational Sou in 'ndia Jan

Canned/Preserved

Soup

Chilled Soup

Dehydrated Soup

Frozen Soup

Instant Soup

UHT Soup

Variants of Soups available Internationally

Flavors of Soups available inIndia

TomatoSweet Co

Vegetale

Chi!"en#ushroomHot $ SouChi!"en %

SOUP INDUSTRY OVERVIE!


5/22

SOUP INDUSTRY OVERVIE!

Soure : &uromonitor 'nternational Sou in 'ndia Jan

FY - 2011 FY - 2012 FY - 201

21!" 20!# 20!2

1"#1!$

212!%

2#21!"

Sa"es o# Sou$ b% Re&e'ue (M)"")o'*

&anned'(reserved Soup )e*ydrated Soup +evenue and Sales for Soup variants Indian ,arket

FY - 2011 FY

211!2 1$

10!#

Sa"es o# Sou$ b

&anned'(reserve

/mong t*e variants only 2 present inIndian market it* de*ydratedsoups *aving $0 s*are!


6/22

MARKETING MI+*ar!et suermarkets+ ,onvenien,e stores and dire,t sellin! -

medium si.ed stores

*ie/us with intermediaries like Big Bazaar + More and Spencas the main outlets o- the rodu,t

ers a uintessential ,omination o- uality and

't is as e,onomi,al as its ,ounterarts+ with an inherently imro- the noodle

Flavour dependent pricing 4i,h *omato 50 !rams "0 ruSour 50 !rams "2 ruees

*he rodu,t idea o- a!!i sous is to rovide a healthy sna,k

reared ui,kly *he rodu,t is a,ka!ed in a uantity whi,h is su6,ient to su

# dierent 7avours oered to serve the variety/seekin! ,

a!!i sous are romoted with the ta! 8Healthy so

*V ,ommer,ials+ rint ads+ artnerin! with suermarkets amarketin!


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SEGMENTATIONMAIN DIMENSION VARIABLES BREAK

)emograp*ic 3ender ale+ :e

/ge Kids + *e

4ccupation Studentro-ess

3eograp*ic +egion


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TARGETING , POSITIONING

TARGETING POSITIONING DIFF

9I)S &AS% * CK+ ?@ *

&A*

Y48; $&A*$% S


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BRAND EUITY

Energized Diferentiation : HIGH

4verall leader in t*e instant foods market t*anks to its dominance oft*e instant noodles segment!

s brand as being convenient andtasty rat*er t*an *ealt*y serves as a draback to ,aggi soups*oever!

BAV (Bra'.Va"ua/or* M


10/22

Esteem : HIGH

,aggi consumers are *ig*ly loyal Solidi7es its leaders*ip position in instant noodles by pro?ecting a *ealt*y image to stop

consumers *o t*ink of defecting!

Knoledge : MEDIUM

,aggi as a brand *as consistent 4, recall in t*e instant foods segment! (rimary researc* and sales 7gures s*o t*at ,aggi>s soup business is still unknon to a

consumers!

BRAND EUITY

0ON0LUSION : ,/33I as a brand is still in a "ea.ers1)$ $os)/)o'sliding toards becoming a .e")')'2 bra'. due to t*e mi@ed resrepositioning campaign t*roug* t*e Aaste b*i ;ealt* b*iB campaigcampaign *as orked partially in t*e instant noodles segment but soups!


11/22

&ompetitor /nalysis

• *is is t*e snaps*ot of t*e entire idustr6illion soup industry gre at 2 last yema?or players being ;85 Destle &apita,+• *e top t*ree players accounted for mot*e categorys value•)e*ydrated soups and canned soups to product categories t*at ere sold b

as its competitors

0OMPETITOR ANALYSIS

9norG #-

,aggiG 2

&*ingHsG 11 ,:+G 13456


12/22

0OMPETITOR ANALYSIS

,ore t*an 57 8a&ors (ositioned as an ).ea"

s'a9 option beforedinner

Ka:o" - brandambassador

&laims to be ;")21/<1ea"/1%< /as/%< eas% /o

$re$are>

(rimary targetaudience - 9).s , o=e

2oers


13/22

0ONSUMER PER0EPTION

&onducted primary researc* gat*ering a total of 1#.responses to a Juestionnaire designed to understand t*e

customer>s perception of ,aggi soups and t*e soupindustry in general!

(ro7le of sub?ects *o took t*e survey :/ge : 1- years4ccupation : Students'Young Korking

(rofessionals';ouseives5ocation : ,umbai and ot*er metropolitan cities


14/22

,arket penetration remains loit* even t*e target group e@pected tobe early adopters still only consumingsoups to t*e tune of ..!

0ONSUMER PER0EPTION

ID)8S+Y IDSI3;S

Furt*er analysis s*os t*at asigni7cant proportion of consumerssimply prefer ot*er instant foods tosoups!

0ONSUMER PER0EPTION


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0ONSUMER PER0EPTION

ID)8S+Y IDSI3;S

4ur researc* s*os t*at 7@ of conbuy oats noodles and ot*er instant fdo so because t*ey do not consider ssnack! 63 also blame taste for t*eiaay from Soups!


16/22

0ONSUMER PER0EPTION

(+4)8& IDSI3;S

/ ma?or observation of our researc* t*eir tagline being ATas/e b1)< Hea"emp*asis on *ealt* in t*eir promotiotainted it* t*e ,aggi brand>s overaand u)9'ess o# $re$ara/)o'!

/ staggering 65 of soup consumers *oc*ose brands ot*er t*an ,aggi ereunaare t*at ,aggi makes soups!


17/22

0ONSUMER BEHAVIOUR

&4DS8,(I4D ;/6IS

4nly 10 of consumers considered soupto Jualify as a full meal *ile ot*ersused it as a mid day snack or anappetiLer!

. of consumers *ad soup lesst*an once a mont* : *is points topoor consumer retention amidstcompetition from ot*er instantfoods!


18/22

0ONSUMER BEHAVIOUR

9norr leads bot* in sales and in percept

but ,aggi>s perception remains better tfaster groing competitors like &*ing>s ,+!

*e soup consumer is a *ig*ly&ar)e/%-see9)'2 consumer *ic*e@plains t*e grot* of &*ing>s and,+ as t*ey oMer avours diMerentfrom *at t*e traditional soup giants!


19/22

S!OT ANALYSIS


20/22

PORTER’s 7-FOR0ES


21/22

Introduce variants in soup like FroLen or &*illed Soup : 7rst mt*ese variants may *elp consolidate market s*are!

argeted ad campaigns to reinforce t*e *ealt* aspects of ,aeyes of t*e consumer!

Improve stocking of S98s at large and small supermarkets accentres! S*elf visibility must also be made a priority! &urrent&*ing>s are inning t*e distribution ar despite Destle>s rea

(romote more regular consumption of soup by oMering increpacket siLes : *is strategy *as already orked in t*e favournoodles and is currently not adopted by t*e competition!

arget t*e o=ce-going and yout* population by oMering 4n-

SUGGESTIONS


22/22

TH&%' ()U**

Documents

Maggi Soups - Marketing PPT - Division C - Group 2(1)