IM Maggi final PPT 07092013.pptx

8/14/2019 IM Maggi final PPT 07092013.pptx

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Nestle-Magginoodles

InternationalMarketing


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Introduction.

It's a brand of instant noodlesmade by NestleIndia Limited.

Maggi was launched in India in 1983by Nestle IndiaLtd (NIL)

The formula was invented by Julius Maggi India is the largest consumer market of Maggi

Noodles.

The brand is popular in Australia, India, Malaysia,

New Zealand, Nepal, South Africa & Singapore. Launched Maggi with a tagline Fast to cook &

Good to eat


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Market share

Instant noodles market Market : 2500 crore as of Sept 2012

Nestlesmaggie : 75 %of total market * TOP RAMEN

HUL 25 % of total market *

GSK

* Source : http://articles.economictimes.indiatimes.com/2012-11-28/news/35408963_1_instant-noodles-category-knorr-soupy-noodles-maggi-noodles


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Major Competitors

November 10, 4

ITC (SunfeastHUL(Knorr)Aditya

Birla(Feasters)Future Group

Capital Foods Ltd

(ChingsSecret)Nissin(Top Ramen)GSK

(Horlicks Foodles)


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Maggis History

Indians had conservative foodhabits who always preferred to eattraditional Indian dishes ratherthan canned or packed food

1982

Introduction of ready to cook foodwas 1sttime launched by Maggi.1983

RISK


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The brands appropriate realization of target segment,effective positioning, effective promotion and salesmade

Maggi the most-loved noodle brand in India.

The Company insists on honesty, integrity and fairnessin allaspects of its business and expects the same in its

relationships. This has earned it the trust and respect of

every strata of society that it comes in contact with and is

acknowledged amongst India's

'Most Respected Companies

and amongst the

'Top Wealth Creators of India'.

Maggis History


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Products


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Initial Positioning to

Repositioning

November 10,


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Initial Positioning to Repositioning

Positioning

Initially working women

Repositioning Now, children and teenagersbetween 4 and 14 years

From Conveniencefor Women

to

Funfor Children

November 10,


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0

1

2

3

4

5

6

7

8

9

1982 1990 1996-2004 2010onwards

asae

Maggi sales Year to year

Product modifications

Competitor entry

Success of Maggi in India


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360 Degree Marketing Strategy1. Distributing free samples

2. Giving gifts on return of empty packs

3. Communicating the products benefit to the target

consumers

4. Organizing small events for Kids and other advertising

methods.

Strong Customer Relations

1. Maggi moments

2. Your photo on packet(style of preparation)


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CustomerRelations


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Success of Maggi in India Continuous Process Innovation

1. Flavours : Masala, Chicken, Sweet & Sour &Capsicum

2. Other Variants : Garlic and Onion free for Gujarat

3. Turning Point : Launch of Atta (Wheat Flour) Noodles

as Atta is more healthier than Maida and hence theTag-line Health Bhi, Taste Bhi

Price Incentives

1. Extension of its distribution reach to smaller towns and

Cities.

2. Launch of Maggis Value for Money pack @ INR 5.0

(Regular pack is @ INR 10.0)


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Convenience of cooking Hygienically packed Good ttractive Packaging Strong Dealer Network


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CSR Activities

Let us go to school: Activity to createawareness for Right to Education for communities

besides the factory.

Educating the Village Women in adopting goodDairying Practices.

Supports local schools, facilitates Blood Donation

Camp and other Health Awareness Programs

Source :http//:csridentity.com/profile/india_nestleindia.asp


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Maggi GlocalisationProduct

Price

PlacePromotion

Political

Economic

SocialTechnology

Environmental

Legal


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Glocalization : Maggi noodles

Political Envirnomental Social Technology Economical Legal

Product xx

Product

packagingshould be

reduced, reuse

and recycle d

Healthconsciousness &

hyegine

packaging

xx xxProduct

ingredients

should disclosed

Price

Tarrif and other

regulation

related to tax

,inflation and

changes in the

exchange rates

XX XX

Technology

costs and R&D

cost

Tariff and other

regulation

related to tax

,inflation and

changes in the

exchange rates

Place xx xx

Age distribution,

career attitudes

and emphasis on

safety,

R&D activity ,

use of IT to

enhance their

inventory

operations.

Tax obligations,

employment

standards, and

quality

requirements,

Health and safety

of consumer,

quality &environment

certification

Promotion

Environmental

friendly like

reduced use of

paper & more

use of internetetc

Conform to good

customs, public

policies, and

morals of the

said Countryssociety.

The cost-

effectiveness,

interactivity and

real- time effects

of the

communications

are a good way

to find


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Maggi CEO templateProduction

Marketing

FinanceHR

Knowledge

Attitude

Skills

Habit

Character

Value


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CEO templateProduction Marketing Finance HR

Knowledge **** **** ** **

Attitude *** **** ** ****

Skills * *** ** **

Habit ** ** ** **Character

*** ** * **Value *** *** *** ***


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ThankYou.

Documents

IM Maggi final PPT 07092013.pptx