The Brand Maggi

Nestle

Good food good life

Outline of the presentation

• Nestle company profile and basic product category

• Maggi noodles• Market share, initial strategy• Product protection• PLC,SWOT,STPD Analysis• Market penetration strategies and hurdles• Current scenario and suggestive promotional

Strategies

About Nestle

• The company dated to 1967

• Henry Nestle developed a milk based baby food and soon began marketing which was the first product of nestle

Nestles product list

• Nestle milk maid• Magi pickup• Magi pizza maze• Magi sauces• Nestle munch• Nestle Milo• Nestle ice tea• Nestle natural dahlia etc

What brand name comes to your mind when I say the word Noodles

• Magi

Market share

• Magi has 94% Market share

• Top Ramen has 4%

• Others 2%

Initial Strategies of Magi

• It has faced lot of hurdles in India

• The major being Indian psyche

• Initial Targeting was working women in the platform of convenience

• However despite heavy media advertising sale of magi was not picking up

• Hence NIL conducted a Research

Cont………..

• NIL promotions positioned the noodles as convenience to mothers and fun for kids

• Tagline “ Fast to cook, good to eat” in line with the positioning

• They promoted further by distributing free samples, giving gift on return of empty packets

• Effective tagline communication “2 minute noodles, Taste phi health phi”

Product protection in market

• The word “Noodles” was registered By Nestle India in 1984

• Magi is the trademark for noodles category products from the year 1984

Product life stages

1970

1975

1980

1985

1990

1995

2000

2005

2010

1 2 3 4

0

20

40

60

80

100

120

Series1

Series2

SWOT ANALYSIS

Strength• Market leader• Brand loyally• Distribution channels• Innovative flavors

Weakness• Heavily dept on one

flavor• Health related issues

Opportunities• Unexploited rural market• Increasing no. of working

youths• Affinity of Indians to Chinese

food

Threats• Strong presence of

regional competitors• Competitive pricing (top

Ramen)

DSTP

Differentiation : Taste,Flavor,packaging

Segmentation : Based on lifestyle and habit

of urban Families

Targeting : Kids.Office goers

Positioning : With Statements such as 2 minute Noodles and easy to cook and good to eat

DSTP Analysis

Differentiation : Taste.Flavor,packaging

Segmentation : Age,Eating habit,lifestyle of urban families

Targetting : kids,youth,office goers,working women,health conscious people

Positioning : easy to cook good to eat,2 min noodles,taste bhi health bhi

Market penetration Strategy

• Promotional stratergy in school

• Advertising straight focus on kids

• Innovative new products – veg atta noodles,dal atta noodles,cuppa mania

• Availability of diff packages- 50,100,200gms,400gms-family pack

• Conducting regular market survey

Hurdles Faced

• Saw decline in 1990- formulation changed from fried base to air dried base

• competition in noodle market – top ramen

• New product failer – dal atta noodle in sambhar flavor

Current scenario of maggi

• Leading brand in india and world over

• Reasonable competitive pricing

• Creative interactive blogs for customers

www.maggi-club.in

Suggestive promotion

• Focus on creating distinctive image, based on twin benefit of instant and healthy with emphasis on health conscious and rural market

• Conduct promotional campaigns at schools in small towns with population not more than 1000

• Strengthen the distribution channel of rural areas within 100 km of all the metros

Some more …………

• New advertising campaign (tv,radio,print,media commercials)

• Conduct market research to find out the market penetration of the product in the rural areas covered

• Packaging to be tweaked to accommodate the pictures of consumers chosen by the company If the consumer has a story to tell about maggi,putting him or her on packaging,print or tv

• Brand extentions –like maggi bhuna masala,maggi cupa mania instant noodles