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8/6/2019 Maggi- Rajesh Kumar Mishra and a Chakraborty
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Taste Bhi Health BhiNOODLES
By- Rajesh Kumar Mishra
Mahashweta Chakraborty
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The Story of Maggi The history of this brand traces back to the 19th century Industrial
revolution in Switzerland created factory jobs for women, who weretherefore left with very little time to prepare meals.
Due to this growing problem Swiss Public Welfare Society asked a millernamed Julius Maggi to create a vegetable food product that would be quickto prepare and easy to digest.
Julius came up with a formula to bring added taste to meals in 1863.
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Nestl India Ltd. (NIL), the Indian subsidiary of the global FMCG major,
introduced the Maggi brand in India in 1982, with its launch of Maggi 2
Minute Noodles, an instant noodles product.
The Birth in India
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Maggi-Product mix MAGGI 2-MINUTENoodles (classic, chicken, capsicum, tomato)
MAGGI Vegetable AttaNoodles
MAGGI CUPPA MANIA
MAGGI Vegetable Multigrain Noodles
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**FCL: Full Container Load; Full Carload
Maggi- Sizes
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Different CommunicationMedia- NIL
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TV AdsTV Ads
Initially Maggi was targeted at the
working woman and later the
upper middle class kids.
Maggi was a sponsor for Hum Log,a popular television show on
Doordarshan, Indias sole channel
in 1984.
Maggi is now targeting its products
at the entire family and not onlykids.
Maggi has recently launched
MAIN AUR MERI MAGGI
campaign in commensuration of
25 years of Maggi in India.
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Print AdsPrint Ads Maggi does not focus heavily on print media during its launch since its initial
target audience was mothers and kids.
Some advertisements in the print media were used to highlight the
convenience factor of Maggi.
Maggi has recently come out with advertisements in some weekly magazines
for its new Atta noodles and rice noodles variants.
Maggi rice noodles mania had the highest column centimeter in print duringJan aug 07 among the instant foods category. Growth in noodles/pasta print
advertising grew by 42% in Jan-may 05 compared to Jan-may 04. Of this,
maggi vegetable Atta noodles had 92% share.
Maggis expenditure on print media is much lower compared to other media.
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Print AdsPrint Ads
Maggi introduced thisMaggi introduced this
advertisement in variousadvertisement in various
magazines in 2003 to celebratemagazines in 2003 to celebrate
20 years of its product in India.20 years of its product in India.
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Promotion InitiativesPromotion Initiatives Maggi was distributed free in
schools and offices to promote
trial
Return gifts on empty packs
Maggi fun book and stickers with
funky animal facts.
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Organized retails SP 7% discounts on 6 piece pack (56 MRP), 5 rupee discount on 8 piece pack( 78
MRP). These are promotional schemes given by retailer itself not by NIL.
Company is coming up with schemes like giving one soup pack with 8 piecepack.
In Past company has promotional schemes like 4 piece pack with that of 36
instead of 40.
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Display
Large pack sizes at the top with
decreasing pack sizes as going
downward. Why?This is because
that for a retail outlet the more
value is generated large pack thus
they try to project big size atconvenience place.
Outer display shelves are
purchased by company (Reliance
mart).
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Public Relation
The Maggi Club - the children under 14 were invited by press
advertisements and distribution of leaflets to become a member of maggi club
by sending logos cut from 5 empty maggi wrappers. Maggi projected it as
maggi clubbers are fun lovers and intended to use it as reference group.
Benefits offered to maggi-clubbers are various games like Snap safari game,
Cap and mask sets, travel India game, Disney today comic. To obtain each gift
the member has to send 5 wrappers as purchase proof.
Some special privileges were given to regular members time to time like,
discounted tickets of Appu Ghar.
Organized Maggi school quizzes and sketching
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Results Of PR Activity Getting closer to regular customer.
Boosted the sales.
Making valuable direct marketing
database.
Recently, again, they have started
Maggi fan club. This time it isoperating online and they are
providing user name and
password.
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Effective Taglines
MAGGI 2-MINUTENoodles
"Taste Bhi Health Bhi
Chaska Taste ka, Health Rice kaMAGGI RICENOODLE MANIA
comes as another unique TASTE
BHI HEALTH BHI offering from
the house of MAGGI.
MAGGI Vegetable Atta Noodles,an offering that exemplifies
"Taste Bhi Health Bhi".
Just add garam paani Carry
on jaani
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Market Penetration
Strategies Promotional campaigns inschool.
Advertising strategies: -focusing on kids.
New product innovationaccording to the need of
consumers: Veg. Atta Noodles. Dal Atta Noodles. Cuppa Mania.
Availability in differentpackages: 50 gms.
100 gms. 200 gms. family packs (400gms.).
Conducting regular marketresearch
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The Economic Times, Aug12, 2010
Nestle had extended
Maggi noodles and
seasoning to the
bottom-of-the-pyramid segment by
selling
Rs 4 and Rs 2 packs
at select low-income
markets like Mumbai's
Dharavi.
Reaching Out Grass Root Level
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STPD AnalysisSegmentation Targeting Positioning Differentiation
Age Kids Fast to cook good
to eat
Taste
Eating Habits Youth 2-minute noodles Flavours
Lifestyle of urban
families
Office goers Taste bhi health
bhi
Packaging
Working Women
Health conscious
people
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Product DifferentiationSegmentation toDifferentiation:
Classic Noodles 5
10 yrs.
Veg. Atta Noodles Health Conscious.
Rice Mania Teenage
Cuppa Mania Office
goers, Working women.
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MAGGI: Placement The distribution network iswell
spread almost everywhere in
India, as it is easily available in
all kirana stores, retail store
etc.
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SWOT Analysis
Strengths Weakness Opportunities Threats
Market Leader. Heavily dependent on
one product
Unexploited rural market Strong presence
of regional
competitors
Brand Loyalty Minor distribution
problems
Increasing number of
working youth
Competitive
pricing(Top Ramen,Sun
Feast)
Distribution Channels. Health related issue Affinity of Indians to
chinese food
Innovative flavours for
Indian taste buds.
Advertising Strategy.
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Market Share In World Leading Brand in India as well as
World
Reasonable competitive pricing.
Creative interaction blogs forcustomers: www.maggi-club.in
Focus mainly on Health Benefits.
World Market Share
Maggi 94%
Top Ramen4%
Other Loca
2%
Maggi 94% Top Ramen 4% Other Loca l 2%
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Anyquestions
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Thank You