Presented By:-• Meghna P• Goldy Hirawat• Manish Negi• Ashis Kyal• Deepak Rai• Poonam Mishra

2-Minutes Noodles

About Nestle

Founder Switzerland Headquarter

Established

in 1867

Nestle Motto is “Teamwork with responsible leadership”

Nestle is people & product oriented.

Nestle practiced * Transformational Leadership style. * Transactional Leadership style.

Leadership Style

Logo Evolution

1868 1868 1938

196619881995

2015 2016

Introduction of Maggi Swiss Public Welfare Society

asked Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest.

In 1863, Julius Maggi developed a formula to add taste to meals, which later paved the way for Maggi and other easy to make food products.

The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father’s mill.

However, in India it was launched in 1980s by Nestle group of companies. Maggie had merged with Nestle family in 1947.

Branding StrategyMaggi comes with “Line Extension” strategy for

its product “Noodles”Line Extension with different Variants

Line Extension with different Pack Size

Market Penetration Strategies

Campaigns in school

Advertising strategies:

Focusing on kids Focusing on

Working Women

Conducting regular market research

SUPPLIERSDistributors, Raw

material suppliers,Packaging

INDUSTRIAL RIVALRYYippe,

Patanjali etc.

NEW ENTRANTSFoodles, Soupy

Noodles

SUBSTITUTESChowmein, fast

Food, Pasta

BUYERSCustomer of

Mind-set, Brand image

Porters Five Force Model

Market Development Strategies

Customer Relations

Capturing New

Customer Base

Price Incentives

Continuous process

innovation

Strong dealer vendor relation

Good Packing

Brand Positioning Nestle Unleashed Maggi in India in

1982

Nestle’s iconic brand: they have 57% of market share.

First-mover advantage in the instant noodles segment helped Maggi to retain their market leadership over the years.

Advertising taglines like “Mummy, bhookh lagi hai”, “Bas 2-Minute” and ‘Fast to Cook Good to Eat’ (in 1990s) easily positioned Maggi in the minds of target consumers.

NIL has started to offer aggressive discounts and incentives to retailers on Maggi.

Brand Repositioning After the company was banned from

selling the product in India, Maggi had to undergo tests in three government-accredited laboratories in Jaipur, Hyderabad and Mohali, as ordered by the Bombay High Court prior to commencing sales in the market.

The Swiss food major has also partnered with online marketplace Snapdeal for selling Maggi.

They promoted Maggi by providing free samples from their web site.

This time they didn’t came with any brand ambassador, they use emotions of their costumers for repositioning their brand.

#WeMissYouToo

Brand CommunicationAdvertisement Public Relationship

Sales Promotion Interactive Marketing

Company Brand Vs.

Competitors Brand Consumption of different noodle brand by consumers:-Maggi

Yippee

Patanjali

KnorrTop Ramen

Cup NoodlesScoopiesWai Wai

Focus on creating distinctive image, based on twin benefits of “INSTANT” and “HEALTHY” with emphasis on health conscious

and rural market.

Conduct promotional campaigns at schools in small towns.

Strengthen the distribution channel of the rural areas.

Suggestion & Recommendations

Interesting @Maggi

• Who is the Man behind Maggi?

• Maggi destroyed 550 tonnes worth 54 crores of its noodles due to lead controversies.

• The person who filed the case on Maggi is Sudhir Kr. Ojha

• Nestle’s 30% revenue came from Maggi noodles in 2014

• Instant and quick date with Maggi