STP Maggie

7/31/2019 STP Maggie

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Marketing Management STPon Maggi

Prepared by-


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Introduction of Maggi 2-minutes

Noodlesv Its a Brand of instant Noodle made by

Nestle India Ltd.

v It was found by the Maggi family inSwitzerland in the 19th century.

v Nestle launched Maggi for the first time inIndia in the year 1982.

v The Brand is popular in:

- Australia

- India

- Malaysia

- New Zealand

- Singapore

- South Africa.

v Nestle wanted to explore the potential forsuch an Instant food among the Indianmarket.

v It took several years and lot of money forNestle to establish its Noodles brand inIndia.

v Now it enjoys around 90% market share inthis segment.

v Over the years Maggi has launchedseveral products under its Brand Name.


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Initial Strategies ofMaggi

Maggi has faced lot of hurdles in its journey in India. The basic problem the brand faced is the Indian Psyche.

Initially Nestle tried to position the Noodles in the platform ofconvenience targeting the working women.

However, the sales of Maggi was not picking up despite of heavy

Media Advertising. To overcome this NIL conducted a research.

NIL's promotions positioned the noodles as a 'convenienceproduct', for mothers & as a 'fun' product for children.

The noodles' tagline, 'Fast to Cook Good to Eat' was also inkeeping with this positioning.

They promoted the product further by distributing free samples.Giving gifts on return of empty packets, etc.

Effective Tagline Communication.


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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 ofurban families

Office goers Taste bhihealth bhi

Packaging

Working Women

Healthconsciouspeople


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STPD Analysis

Segmentation toDifferentiation:

Classic Noodles

5 10 yrs. Veg. Atta Noodles

Health Conscious.

Rice Mania

Teenage Cuppa Mania Office

goers, Workingwomen.


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Hurdles Faced

Sales saw a decline in 1990s:- Formulation changed from Fried base to Air dried base.

Competition increased in noodle segment:- Top Ramen - Indo Nissin (Japanese co.)

New product launched in market but failed:- Dal Atta Noodles Sambhar flavour.

Maggi launched some new products under their brand, butthese products were not successful.:

- Ketchups, Soups, Tastemakers,etc.


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Market Penetration Strategies Promotional campaigns in

school.

Advertising strategies: -focusing on kids.

New product innovationaccording to the need of

consumers: Veg. AttaNoodles. Dal Atta Noodles.

Cuppa Mania.

Availability in different

packages: 50 gms. 100 gms.

200 gms.

family packs (400gms.).

Conducting regular marketresearch


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SWOT AnalysisStrengt

hs

Weaknes

s

Opportuni

ties

Threats

Market Leader. Heavily dependenton one product

Unexploited ruralmarket

Strong presenceof regionalcompetitors

Brand Loyalty Minor distributionproblems

Increasing numberof working youth

Competitivepricing

(Top Ramen)

DistributionChannels.

Health relatedissue

Affinity of Indians tochinese food

Innovativeflavours forIndian tastebuds.

AdvertisingStrategy.


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Current Scenario of Maggi

Leading Brand inIndia as well asWorld.

Current Sales:Approx. 90000boxes Rs. 4,79,49,000 inMumbai

10,00,000boxes 55cr. in India

Reasonablecompetitive pricing.

Creative interaction

blogs for customers:


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Suggestive PromotionalStrategies

Focus on creating distinctive image, based ontwin benefits of INSTANT and HEALTHY withemphasis on health conscious and rural market.

Conduct promotional campaigns at schools insmall towns with population more than 10,000.

Strengthen the distribution channel of the ruralareas within 100 KM of all the metros.

Launch new advertisement campaign (T.V.,Radio and print media commercials) with thebrand ambassador.

Conduct Market Research to find out the marketpenetration of the product in the rural areas

covered.


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Thank- You !!

STP Maggie

Documents

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