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April 12, 2023 1
New Product DevelopmentMaggi
By : Reshma .mr
SS 09-11
April 12, 2023 2
Journey • First launch: 1882-83 , Switzerland • By: Julius Maggi
• Maggi- Nestle merger: 1947
April 12, 2023 3
Nestle • Nestle is a Swiss company founded in 1986 by
Henri Nestle• It market its products in 130 countries acroos
the world• Nestle put nutrition as the core of their
business • Main focus is on health and wellness• Good Food, Good Life to All Consumers
April 12, 2023 4
In India
• Nestle launched Maggi for the first time in India in the year 1982
• Launched in different falvour:• Masala• Chicken• Sweet&sour• Capsicum
April 12, 2023 5
• The Brand(Maggi) is popular in:• India • Australia • Malaysia• New Zealand• Singapore• South Africa
April 12, 2023 6
• Nestle wanted to explore the potential for such an instant food among the Indian market
• Nestle enjoys around 90% market share in this segment
• India is the largest consumer of Maggi
Noodles in the world
April 12, 2023 7
Initial Scenario• Competition: • Ready to eat snacks segments• Home made snacks
April 12, 2023 8
Cont.• Positioned as: hygienic home made snack• Targeted for: women ( wrong target group)• Research shows: Children as the biggest
consumer• Repositioned as:• ‘convenience product’ for mothers &• ‘fun’ product for kids• Using sales promotions & smart advertising
April 12, 2023 9
April 12, 2023 10
Journey Cont.
• During 1977:• Change in formulation • Change in taste of Maggi
• In 1999:• Relaunched with the original taste• “ 2 minutes” proposition
April 12, 2023 11
• Maggi’s first product extension: 1988• Maggi instant soup
• In 2001: • Maggi became core brand of Nestle
April 12, 2023 12
Cont. • In 2005:• Launching of “Maggi Atta noodles”• Baseline: “Taste bhi Health bhi”• Product well received by the Indian Consumer
• Recent launch: Rice noodles
• Maggi: A brand that knows the customer and willing to learn from the mistakes
April 12, 2023 13
Range
April 12, 2023 14
Variants
April 12, 2023 15
SWOTstrengths
Market leader
Brand loyalty
Distribution channel
Innovative falvours
Advertising strategy
weeknesses
Heavily dependent on
one flavour
Health related issues
Opportunities
Unexploited rural market
Increasing no. of working youth
Affinity of indians to
chinese food
Threats
Strong presence of regional
competitors
Competitive pricing
April 12, 2023 16
Market penetration strategies• Promotional campaign in schools• Advertising strategy: focusing on kids• New product innovation:• Veg. Atta noodles• Dal Atta noodles• Cuppa mania
April 12, 2023 17
Cont.• Availability in different packaging:• 50 gm• 100gm• 200 gm• Family packs(400 gm)
• Conducting regular market research
April 12, 2023 18
Hurdles faced • Sales saw a decline in 1990’s: • Formulation changed from fried base to air
dried base• Competition increased in market-palce:• Top Ramen-Indo Nissin ( Japanese co.)
April 12, 2023 19
Cont. • New product launched in market but failed:• Dal Atta noodles sambhar falvour
• Maggi launched some products under their brand, but these products were un-successful
• Ketchups, Soups, Tastemakers etc.
• Latest threat to Maggi: Knorr
April 12, 2023 20
Current Scenario
94%
4% 2%
world market share
Maggi Top ramenother local
April 12, 2023 21
Cont. • Leading brand in India as well as World• Reasonable competitive pricing• Creative interaction blogs for customers:• www.maggi-club.in• Focus mainly on health issues.
April 12, 2023 22
Suggestive promotion strategies
• Focus on creating distinctive image, based on twin benefits of “instant” & “health”
• Conduct promotion campaign in schools in small towns
• Launch new advertising campaign with brand ambassador
April 12, 2023 23
Thank
You