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N. R. Institute of Business Management 1

GROUP MEMBERS:

Bhuva Shreyas (NR 13014)

Kalathil Shruthi (NR 13057)

Kothiya Anil (NR 13067)

Raval Nupur (NR 13121)

Sakhidas Atit (NR 13125)

Vasani Tejas (NR 13168)

Maggi noodles is a brand of instant noodles manufactured by Nestle.

SEGMENTATION:

Market Segmentation divides the heterogeneous market into homogenous groups of customers

who share a similar set of needs/wants and could be satisfied by specific products.

Maggi Brand have segmented the market on the basis of Age, Eating habit and lifestyle of

Urban Families. It focuses maninly on the age and appetite of the urban families.

TARGET MARKET:

Maggi Noodles is already associated with convenience and taste and is currently accepted as a

valid filling snack between meals. Their target audience are Kids, Youth and Working Women.

1. Children and Teenagers:

This is a large segment and is Maggis stronghold.The age group between 4 and 14 years

has largely similar tastes and is traditionally targeted by Maggi.

These segments perceive Maggi instant noodles as a welcome change in taste from the

regular Indian fare and they are fascinated by the curly shaped noodles.

For these segments innovative products also have novelty value, however, certain

dominant preferences emerge.

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N. R. Institute of Business Management 2

2. Young Adults:

This segment is growing and has the potential of accepting Maggi as a mainstream food

item as they see instant noodles as a natural part of Indian food culture and so they are

targeted by Maggi.

It helps Working womenwith the promise of fast to cook and good to eat snacks.

POSITIONING:

Maggihas positioned itself in the SNACKS category in the minds of their target market. It have

developed its brand image of instant food products by positioning their product with slogans like

2 minutes noodles,Taste bhi Health bhi, Easy to cook, good to eat and Healthy Snack

Anywhere, Anytime

1. Two minutes noodles:

MAGGI 2-MINUTE Noodles is the most-loved meal across all age groups and defines

the Instant Noodles category in India by being a part of life.

2. Taste bhi Health bhi:

Over years there were growing concerns about it being a healthy food as it being madeby refined wheat flour. With competition increasing in noodles segment, they launched

the campaign Taste bhi, Health bhi driving target towards health.

3. Easy to cook, good to eat:

The first ad that Maggi came up with is this slogan grabbing attraction of children and

working mothers to the two minute noodles and also showing healthy snack in it.

4. Healthy Snack Anywhere, Anytime:

Maggi has come upon with a product called Maggi Cuppa Mania specifically targeting a

segment that values time and convenience as well as is getting increasingly health

conscious.