AN ANALYSIS ON THE MARKETING STRATEGIES OF MAGGIPRESENTED BY-VAIBHAV AGARWAL ROLL-44
CONTENTS OBJECTIVES INTRODUCTION PRODUCT LIFE CYCLE MARKETING OBJECTIVES NEW PRODUT RANGE COMPETITORS MARKET SHARE MARKET SEGMENTATION STP ANALYSIS SWOT ANALYSIS OF MAGGI PS OF MARKETING FIVE FORCE ANALYSIS QUESTIONNAIRE RESEARCH FINDINGS CONCLUSION ACKNOWLEDGEMENTS 3 4 5 6 7 8 9 10 12 14 17 22 23 24 25 26
OBJECTIVES To determine the various instruments of marketing communication used by Nestle India Limited To determine how maggi has managed to remain the market leader in instant noodles category To suggest measures to improve further sales
INTRODUCTION Its a brand of instant noodle made by Nestle India Limited It was found by the Maggi family in Switzerland in 19th century. Nestle launched maggi in India for the 1st time in 1982 Nestle wanted to explore the potential for such an Instant food among the Indian market. It took several years and lot of money for Nestle to establish its Noodles brand in India. Now it enjoys around 90% market share in this segment.
MARKETING OBJECTIVES Increase value market share to 95% in the instant noodles market by 2011-12 from the current 93.3%. To promote Maggi noodles as a healthy ready to eat convenient food among mothers and single working professionals. To provide line extension by introducing Cup Noodles/Mug Noodles. To upgrade the existing product features viz. packaging, ingredients, special additives based on consumer feedback.
COMPETITORSMaggi is competing with: Heinz Sauces and Ketchup Knorr Soups
Kissan Sauces and Ketchup Top Ramen Sunfeast Pasta- Wai Wai in corresponding
categories of products and variants
MARKET GROWTHFor the FY 2005-2006, the growth of Maggi noodles was an impressive 15%, with sales at Rs 6.75 billion and profit at Rs 2 billion.
MARKET SEGMENTATIONNestls Maggie noodles is the leading brand in the instant noodles segment in India, enjoying a market share of 93.3%. Maggi has regularly come up with new flavours and has recently launched two variants- Vegetable Atta and Dal Atta noodles, catering to the increasing demand for healthy snacks. Primary target: Children (