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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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