Maggi Mania - Final1

8/12/2019 Maggi Mania - Final1

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MAGGI MANIA!

Presented by: Group 10

Palghat S Hitesh - 13161

Riddhi Jaini - 13166

Shreyas R Naik - 13171

S. Shubhanjali - 13176

Vinay Kulkarni - 13181


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Case FactsInstant Noodle Industry in

Instant Noodle Industry during the year 2011 - 1300 CR

Market growth rate - 30 % per annum

Estimated to reach Rs.3000-3500 CR by 2015

Indians consume about 90,000 tons of Noodles every year

Major playersNestle Maggi, ITC Sunfeast Yippee!, GSK FoodlesSoupy Noodles, Top ramen and other private brands


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Case FactsMaggi

Launched in India in the year 1983

Market Leader in instant noodles category with 85% market share

First mover advantage

Most-loved Noodle brand in India

Dominated the Instant noodles industry for nearly 3 decades, synto noodles in Indian market


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Noodle Market(Market Share)

Maggie, 85

Top Ramen, 3.1

Tasty Treat, 1.8

Yippee!, [VALUE]

Foodles, 3.2 Others, 2.6


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MaggiPositioning

Maggi 2-minutes Noodles Fast to Cook Good to Eat (1980s & 90s)

Just add garam Paani and carry on Jaaani! (2008) Maggi Cuppa Mania.

Taste bhi, Health bhi (2000 till date)

Me and meri maggi


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Maggi Products(Noodle Category)

Maggi Masala

Maggi Vegetable Atta Noodles

Maggi Rasile Chow


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Problems

Decreasing Market Share

Increased Competition from major brands like HUL, ITC, GS

Variety Seeking Attitude Among YoungstersReduced CustomLoyalty

92.3 91.991

88.189

85.785

80

82

84

86

88

90

92

94

2005 2006 2007 2008 2009 2010 2011

MARKETSHARE


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Competitors AnalysisYippee!

Owned by ITC, was launched in Sep 2010

Good Distribution Network across the country

Mainly targeted towards Kids and Teenagers

Stands different in taste

First to introduce noodles in a round shape

Market Share4.3%

Most aggressive competitor of Maggi.

Foodles Owned by GlaxoSmithKline (GSK)

Has a strong hold in South and East India with 6% market share

It sources its noodles from Indo-Nissin but banks on its own branding and d

USP- Multi Grain noodles

Market Share- 3.2%


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Competitors Analysis(2) Knorr Soupy Noodles

Introduced in March 2010

Owned by HUL

Good Distribution Network Healthy alternative for junk food-Evening snack for kids

Market Share < 1%

Sends out a clear message to Kids and Motherswhy choose one when youboth

Aggressive product push strategies through shelf buying and bundle selling

Top Ramen

Oldest competitor of Maggi, has been around since 1991

Owned by Indo- Nissin

Has a bunch of loyalists who prefer its spice factor

Initially lacked a strong distribution network, but later tied up with Mudra M

improve the same.


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Competitors Analysis (3)

Tasty Treat Owned By Future Group.

Second biggest instant noodles brand in Big Bazaar stores after Magg

Has increased number of variants from 3 to 9

Other competitors include Aditya Birlas Feasters, Capital Foods Ching

CG FoodsWai-Wai and Smith & Jones


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Solutions


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Competitive Strategies

Launch of New Products in different exciting flavors and enhahealth proposition such asoMaggi Soupy Noodles (in different flavors)

o Schezwan Maggi

oNutri-Egg Maggi

For promoting, use bundling with Maggi Masala and other Maggi p

as Ketchup, SoupsProvide Dealer incentives for bulk buying

Target Schools and spread awareness among kids and mothers

Introduce Nestle outlets at bus stands and Railway stations


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Campaigns That Can Be Used:

Maggi to run campaigns in schools and advertise the same through p

electronic media to promote their healthy and nutritious products suVegetable Atta Noodles and Nutri-Egg Maggi

Using anecdotes to start a campaign as Baarishwali Maggi and PadhMaggi to attract Youth and Teenagers Hum aur Hamari Maggi Padhai bole to Maggi

Health aur Taste ka Asli NaamMaggi !

Maggi to come up with various new flavours and run a campaign suVote for your Favourite Flavour in which the public can vote for tfavourite flavour through phones and social media


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Thank You!

Documents

Maggi Mania - Final1