MARKETING ASSIGNMENT ON

PRODUCT LIFE CYCLE OF

04/07/2010

 Me & meri maggi http://www.youtube.com/watch?v=cQTJwtOp Pk0 general http://www.youtube.com/watch?v=O5eTZD0V aBY&feature=fvwp&NR=1

08/19/08 Made by Abhinav & Nida

ORIGIN

In 1863, Julius Maggi developed a formula to bring added taste to meals Nestle (Swiss company/1866/Henri Nestle)

Maggi merged with Nestl in 1947

Launched in India in 1983

FEW FACTS
Maggi Australia, India Malaysia, New Zealand Nepal, South Africa Singapore, The Philippines India tops Nestle 50% market share 250 crores

PRODUCTS
Products Traditional Dal atta Veg atta Rice noodles Maggi Masala Other variants Curry masala Tomato Chicken Masala Chicken Rice Noodle Segments Shahi Pulao Lemon Masala Chilly Chow

PRODUCT LIFE CYCLE

Product life cycle is a concept that provides a way to trace the stages of a products acceptance , from its introduction(birth) to its decline

. INTRODUCTORY STAGE
The product launched keeping in mind the working women and children. No competition It was the pioneer in the instant noodle market. Distribution channel Producer -- Distributor -Retailer -- Consumer

INTRODUCTION CONT
PRICING
The initial pricing strategy was low pricing strategy to make product affordable. PROMOTION Promotion focuses on awareness and information Promoted with the tag line

BAS 2 MINUTE.
Promotion done by - Giving gifts on empty packets.

GROWTH
INCREASED NUMBER OF SALES. ACCEPTED AS READY TO EAT FOOD. ENJOYED 50% MARKET SHARE VALUED AT 250 CRORE. PROFITS BEGIN TO RISE. MAGGI BECOME THE NO. 1 BRAND IN INSTANT NOODLE MARKET. PRICE- prices were kept normal. PRODUCT- no any new changes. PROMOTION- promoted with tag line

GOOD TO EAT FAST TO COOK.

MATURITY
Declining sales growth Saturated market. Extending product line. Large promotional offers. Entrance of new player During the period of 90s maggi faces the tough
competition from top ramen.

MATURITY
PRODUCT - Maggi introduced wide variety of products like Dal atta
noodles, Chicken maggi, Maggi cuppa mania.

PRICE
- Maggi still comes in very affordable prices starting from Rs. 5, they reduced the quantity instead of increasing price.

DISTRIBUTION
- Distribution became more intensive. Adopted various intensive programme for encouraging the product over their competitors in the market.

DECLINE
Sales saw a decline in 1990s. -Formulation changed from fried base to air dried base. New product launched but failed. Dal atta noodles of sambur flavour. Tough competition from TOP RAMEN. Failure of other products like soups, cooking aids etc. .

Competition & Problem

REINTRODUCTION OF PRODUCT
IN 1999 company again changed the formation of its products. Company increased the distribution of its products. Along with children on working women company also focused on other segments also. Company came up with various interesting ads.

NEED RECOGNITION
Key needs of the Indian market Good quality food Fast & easy to cook and hence convenient Different varieties Value for money

SWOT Analysis
STRENGTHS

Leader Loyal consumers Wide distribution Innovation

WEAKNESS One flavor Health related issues Rural market
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S
O
OPPORTUNITIES

W
T

Rural market Increasing working youth Preference for Chinese food and fast food THREATS Competitive pricing Strong presence of regional competitors

04/07/2010

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MARKET RESEARCH

MARKET RESEARCH

THANK YOU

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