Post on 30-May-2015
AFTAB ALIHARSH MELWANIJAPJEEV SINGHPARTH KHAKHARPRITHVEERAJ WHABI
Nestlé ‘Maggi’
Introduction toMaggi
Introduction to the product
Nestle India Ltd. (NIL)• Introduced in 1982• Subsidairy of the global FMCG Major Nestlé
New Food Category all together• Instant noodles• Retained its leadership until the early 2000s
In 2005, NIL started a healthy range
Maggi 2 minutes Noodles• It has market share of well over 90%
No serious Rivals in years yet.• ITC came out with ready to eat pasta
Only past 25 years did the brand take aboard a celebrity (Preity Zinta)
Evolution of Maggi
Sales declined during during the 1990s • Chowmin• Ramen
Competitive pricing • Local manufactures
Knorr• Same packing • Pricing
Competition
Formulating in 1997• A Mistake• Revived Mistake
Introduced other products• Soups,ketchup,pasta,etc• To create brand image
In the 2000s• Leader in the instant noodels segment• Crushing down many local competitors
Competitive strategy
STPD Analysis
•On the Basis of the Lifestyle of the people
•Habits of Urban Nuclear Families
Segmentation
•The target Audience
•Young Generation and People on the move.
Targetting
•“Easy to Cook Good to Eat , Tasty Bhi Healthy Bhi”
•“Takes just 2-minutes to make”
Positioning
Differentiation •Taste , Flavors , Packaging etc.
New Product Innovations
PromotionalCampaigns
Advertising Strategies
Market Penetrating Strategies
Sauces
Soups
Pickles
Instant Noodles
Cooking Aid
Product Categories Of Nestle
To become health
product.
Vegetable aata noodle.
First-Mover advantage Creates new market
Strategies for a Product Category
Health Products
Taste
Recipe for WomenEvents for Kids
Advertising (Print &
Electronics)
360 Degree Marketing Strategy
Target Customers
Women (Wrong Approach)
• Thoughts- Easy to cook hence convenient
Children –Young Adults (correct approach)• Tasty and fun to eat (Noodles)
New Positioning Strategy
Aggressive Marketing
Gifts/Toys given out for exchange of empty packets
Gambling with the Campaign of ‘Me and Maggi’ with emotions of the consumers
NIL’s Advertising campaigns played a great role in Promotions
Distributing Free samples Lucky Draw Winners to be be Prizes
Shifted its Focus from working women to Children and their mothers
Convenient for Mothers to cook Fun and Tasty for Children to Eat
Thank You