marketingmixandstpanalysisof-100219120018-phpapp02

7/30/2019 marketingmixandstpanalysisof-100219120018-phpapp02

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PRESENTATION

ON

By:R.Veena bhargavi

PGDM-RM

0911-057

Institute of piblic

enterprise[IPE]


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Contents:

About NESTLEHistory ofmaggi

Maggi in INDIA

Maggi- 4PS

STP-MAGGI


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About NESTLE

Nestl S.A is a multinational packaged foods company foundedand headquartered in Vevey, Switzerland

set up in 1866 by Henri Nestl

NIL-the indian subsidary of the global FMCG major S.A.

NESTLE housegurgaon, haryana

Introduced the maggi brand in 1982.

Entirely new food catgory-instant noodles-indian packaged foodmarket.

Started offering new healthy products under maggi

Main motto.


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NESTLE-HOMECandy and Chocolate:

Baby RuthButterfinger

Carlos V (the authentic Mexicanchocolate bar)ChunkyNestle CrunchNipsRaisinets

RuntsSweettarts

kit-kat

Bar one

Frozen Foods:Lean Cuisine (frozen meals)

Hot Pockets (sandwiches)Baking:La Lechera (sweetenedcondensed milk)Libbys PumpkinNestle Tollhouse Morsels and

baking ingredients

Ice Cream:Dreyers (ice creams,

frozen yogurts, frozen

fruit bars)

Nestle Push-Ups

The Skinny Cow (ice

cream treats)

Pet food:Alpo

Frosty Paws (dog ice

cream treats)Gourmet

One


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Beverages:

Coffee-MateJamba (bottled smoothies and juices)Milo Powdered Beverage and Ready-to-Drink

NescafNesquikNesteaNestle Juicy Juice 100% fruit juicesNestle Milk Chocolate Breakfast cereals

Nutrition

PowerBarSpecialty items: BoostMaggi SeasoningsMaggi Taste of Asia

Infant Formula:Nestle Good Start

Baby Foods:CerelacNestum

Bottled Water:ArrowheadPerrierPure Life

Vittel


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History ofmaggi Maggi is an over 100-year-old Nestl brand of instant soups, stocks,

bouillons, ketchups, sauces, seasonings and instant noodles.

The original company came into existence in 1872 in Switzerland,when Julius Maggi took over his father's mill.

Marked the beginning of the Maggi brand and its lines of

convenient food products.

In 1882, the Swiss Public Welfare Society commissioned Maggi tocreate a vegetable food product that would be quick to prepare andeasy to digest to help with the problem of women having less time toprepare meals as more and more worked outside the home.

Maggi merged with Nestl in 1947.


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Maggi as an international culinary brand

Worldwide leader in flavor and

meal enhancement.

Internationally as the trusted

brand in consumer and

professional kitchens. Almost 89 percent of chefs in

Hong Kong-the center of

Chinese culinary excellence-use

Maggi products in their meal

creations.

The market leader in People's

Republic of China, Philippines,

India, Vietnam, Malaysia and

Thailand.


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Maggi-INDIA

NESTLE introduced maggi brand in INDIA in

1982.

With the launch of maggi noodles, NUL created a

new food category in indian packaged food market.

Over in india, maggi became a popular snack food

product.

In fact, "Maggi" has become a genericized name for

instant noodles in India and Malaysia.


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Maggi PRODUCT

length Maggi stocks

White rice seasoning

Chicken stock

Chicken stock-less salt

Vegetable stock and beef stock

SoupsCook up soups

Instant soups

2 minute noodlesChicken

VegetablePizza

Curry

Cheese

Dal and aata


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PRICE : Considering the price points in the market for Maggi, it should

continue to position itself in the "snacks" category itself, since few wouldbe willing to accept it as a meal (Indian Consumption Habits - Noodles

still arent taken as proper food item).

Affordable by all income groups.

PLACE:

The distribution network is well spread

Easily available in all kirana stores, retail store etc.

Market share


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PROMOTION:

Changed their advertising campaign-

focus on health and nutrition.Celebrity endorsements. Eg . Javed

Jafferi

Sales promotion in schools and offices,

as the exercise of brand call.Market research exercise-regards of

taste and health

issues. This helped maggi to think

about the customer.Distributed free samples-period of

new launches.

Invited housewives to sendnew

innovative recipes.


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Maggi's first product extension was Maggi instant soups

launched in 1988. With the launch of Maggi soups, NIL had

become a pioneer in the organized packaged soup market in

India...

Taglines like 'Mummy, bhookh

lagi hai' (Mom, I'm hungry), 'Bas

2-Minute,' (Only 2 minutes) and

'Fast to Cook Good toEat' effectively communicated

the product's benefits to target

consumers


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STP ofmaggiSEGMENTATION:

Segmented the market on the basis of

lifestyle and eating habits of the indianconsumer.

Focus mainly on age and appetite of

the urban families.


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TARGETING:

Target audience arekids

Youth

Working women

It helps mothers with the promise

of fast to cook and good to eat

snacks.convenience savvy time misers


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POSITIONING:

Positioned their product with the

well known slogan

2minute noodles

taste bhi health bhi Easy to cook, good to eat

Positioned their product as to get

fast relief from hunger.


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Thank you

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