Documente Academic
Documente Profesional
Documente Cultură
DECLARATION
(Bachelor Degree of
________________
________________
Date of Submission.
Signature of Student
(VAISHNAVI S. S. SIKARWAR)
PREFACE
Launched in 5 flavors initially Masala, chicken, Capsicum, sweet & sour, and
Lasagna Maggi had to fight hard to be accepted by Indian consumers with their
hard-to-change eating habits. The packaged food market was very small at this
time, Nestle had to promote noodles as a concept, before it could promote Maggi
as a brand. It therefore
Devised a two-pronged strategy to attract mothers on the convenience plank and
lure kids on the fun plank. Gradually, the market for instant noodles began to
grow. The company also decided to focus on promotions to increase the brand
awareness. In the initial years, Nestle promotional activities for Maggi included
schemes offering
Gifts (such as toys and utensils) in return for empty noodles pack.
According to analysits the focus on promotion turned out to be the single largest
factor responsible for Maggis rapid acceptance. Nestle\s Managers utilized
promotions as measured to meet their sales target. Gradually, sales promotion
became a crutch for Maggi noodles sales. Later many of the Maggis extensions
also made considerable use
Of promotional schemes. The focus of all Maggis extensions was more on below
the line activities rather than direct communication. In addition to promotional
activities, Maggi associated itself with main stream television programme and
advertised heavily on kids programme and channels. After its advertisements with
taglines like mummy bhookh
lagi hai, bas do minute and fast to cook good to eat Maggis popularity became
highly attributed to its extremely high appeal to children. As a result, Maggis
annual growth reportedly touched 15% during its initial years.
It gives immense pleasure to present what impacts Maggi as a product has made
on advertizing in the world and its different strategies to try to become the number
ONE product in the world.
INDEX
Sr. no
1.
Topics
CHAPTER 1- INTRODUCTION TO MAGGI
1.1Sample Size
1.2Sample Unit
1.3Hypothesis
1.4Objectives
1.5Various Products under Maggi
1.6 Product Life Cycle of Maggi
2.
3.
4.
Page no.
5.
6.
5.4Competitions
CHAPTER
6-
DATA
INTERPRETATION
6.1Pie-Chart Interpretation
6.2Conclusion
7.
8.
6.3Recommendation
APPENDIX (Questionnaire)
BIBLIOGRAPHY
ANALYSIS
AND
kids segment with various tools of sales promotion like color pencils, sketch pens,
fun books, Maggi clubs which worked wonders for the brand.
Maggi was positioned as 2-minute noodles with a punch line that said Fast to
cook! Good to eat! And this gave the implied understanding to the
consumer that it was a between meals snack. The company could have easily
positioned the product as a meal, either lunch or dinner. But, it chose not to do so,
because the Indian consumer mindset did not accept anything other than rice or roti
as a meal. Hence trying to substitute it with noodles would have been futile. The
firm did not position it as a ready-to-eat meal either, as the housewife prefers to
make a meal for her kids rather than buy it for them. And if she can make it in
two minutes with very little effort, then obviously its a hit with her! Whats more,
if kids also love the taste, the product is as good as sold! So the 2- minute funda
coupled with the yummy taste worked!
1.3 OBJECTIVES
To study the influence of Maggi as a brand on consumers mind set.
To evaluate sources of Brand equity of Maggi like Brand awareness, Brand
image, Brand association, Brand recall.
To study the Brand performance of Maggi products.
To examine Brand Imagery, Brand Quality perceived by customers, Brand
credibility, consideration, superiority and feelings.
To study the medium of media through which they became aware of Maggi.
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1.4 HYPOTHESIS
Maggi is one of the most famous and familiar product that can be targeted to
all age groups.
Easy to cook strategies attracts the consumers.
Creative interaction blogs for customers.
Focus mainly on Health Benefits.
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Maggi
Dal
Atta
Noodles(Sambhar
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4. Soups Healthy
a) Chef Style i. Cream Mushroom
ii. Sweet Sour Tomato Noodles
iii. Tangy Tomato Vegetables
b) Home Style i. Creamy Chicken
ii. Mixed Vegetable
iii. Rich Tomato
c) Chinese Style i. Chinese Hot Sour Chicken
ii. Chinese Sweet Corn Chicken
iii. Chinese Sweet Corn Vegetables
iv. Chinese Hot & Sour Vegetables
5. Maggi soup sanjivni
a) Amla
b) Badam
c) Spinach
d) Dal
e) Tomato
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Introduction Stage:
Sales growth tends to be slow at this stage.
Cost per customer is high.
Negative profits.
Competitors are few.
The marketing objective is to create product awareness.
The product launched keeping in mind the working women and children
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No competition
Distribution channel
Producer -- Distributor --
Retailer -- Consumer
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 Stage:
Rapidly rising sales.
Rising profits.
Unit manufacturing cost declines.
The marketing objective is to maximize market share.
Sales increased.
50% market share.
No.1 brand.
PRICE- prices were kept normal.
PRODUCT- no any new changes
PROMOTION-GOOD TO EAT FAST TO COOK
Maturity Stage:
Sales are at peak.
Profits are high.
Cost per customer low.
The marketing objective is to maintain or extend the market share.
Introduced new Variety.
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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.
Segmentation To Differentiation
Classic Noodles - 5 to 10 yrs..
Veg. Atta Noodles - health conscious.
Rice Mania teenagers..
Cuppa Mania - office goers
Decline Stage:
Sales started declining
Profits are at decline
Cost per customer still at low
The marketing objective is to reduce the expenditure
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.
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18
Reintroduction of MAGGI:
Reintroduced in 1999
Increased Distribution
Focus on new segments of Society
New & Interesting TV Commercial
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is
coming
up
with
schemes like
giving
21
22
23
Nestle introduced Maggi in new packs with different contests for the
customers.
(2)
(3)
(4)
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25
3.1 PRODUCT
Nestle Maggie offers various products (refer Chapter 1.1.5) for the customers and
consumers.
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3.2
PRICE
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3.3 PLACE
Whenever, Wherever, However
Connecting with customers out of home..in the movies.
MAGGI Fun spots
Supply in other nestle outlets.
ITES/BPO employees
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3.4 Promotion
They promoted the product by,
Distributing free samples.
Giving gifts on return of empty packets.
Dry sampling-distributing Maggi packets.
Wet sampling - distributing cooked Maggi.
Availability in different packages 50gm,100gm, 200gm,etc..
Effective Tagline Communication.
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Targeting
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Sales
maggi
55%
others
45%
Maggi has a market share of 45% which is a high percentage. It dominates the
market in the ketchup segment.
Maggi's Market Share in Noodles Category
Sales
Maggi
20%
Others
80%
Maggi has a market share of as high as 80% in the noodles segment. It dominates
the market. It is the leader in this segment.
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the brand fresh in the mind of the consumers. Maggi personifies the basic
principles of understanding consumers, innovating and investing in the brand.
Maggi is one packaged food brand that has only seen its popularity grow in the
past many years and the secret to the success is that instead of trying to change the
food habits of consumers, it has tried to align itself with local tastes and
preferences with the fast to cook and good to eat promise.
To commemorate its successful journey through a quarter of a century in the
worlds largest consumer market, the brand, last year, launched an innovative
campaign inviting its loyalists to share with it their Maggi stories and promised to
broadcast them to the world at large, thereby, making them the superstars
overnight. Along with television commercials, which aired individual consumer
stories of their lasting memories of Maggi, the brand displayed pictures of these
loyal customers on the Maggi packs. Nestle also introduced a website
Meandmerimaggi.in for engaging with them.
The company also rewarded its consumers by adding to the Maggi portfolio that
hitherto had sauces and soups in various flavours, a range of prepared dishes and
cooking aids such as Maggi Bhuna Masala and Maggi Pasta. So far focused on
urban consumers, the company also made a pitch for rural consumers by launching
Maggi Rasile Chow noodles at an inviting price of Rs4. Again, local tastes and
recipes have been at the core of all these marketing innovations.
Creating delight and happiness in everyday meals is not just about providing tasty
food. It is about providing taste and health in a convenient combination, says
Shivani Hegde, general manager, foods.
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describes how a consumer leads his life. Maggi products are consumed
by all.
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Print Ads
Maggi does not focus heavily on print media during its launch since its
initial target audience was mothers and kids.
Some advertisements in the print media were used to highlight the
convenience factor of Maggi.
Maggi introduced this advertisement in various magazines in 2003to
celebrate 20 years of its years of its product in India.
Maggi has recently come out with advertisements in some weekly
magazines for its new atta noodles and rice noodles variants.
Maggi rice noodles mania had the highest column centimeter in print during jan
aug 07 among the instant foods category. Growth in noodles/pasta print
advertising grew by 42% in jan-may05 compared to jan-may 04. Of this, maggi
vegetable atta noodles had 92% share
Organizational structure is the formal framework by which jobs tasks are divided,
grouped, and coordinated. Nestl Maggi is a function-based organization. The
tasks are divided into separate jobs and then these jobs are grouped together under
different departments i.e. functional departmentalization is found in organization.
Each major area is kept under the manager who is specialist in that concerned field
and is responsible for all activities, which that department performs Organizational
structure of Nestle Maggi is hierarchical.
There is a chain of command that extends from upper
organization levels to the lowest levels and clarifies who reports to whom. The
orders move from upward to downward and suggestions move downward to
upward direction. The continuous improvement section is made for this purpose. It
encourages employees to give their suggestions and share the new ideas. The jobs
are formalized; there are explicit job descriptions, numerous organizational rules,
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and clearly defined procedures covering work procedures. But in spite of formal
rules and regulations, Nestl keeps on changing to keep a pace with the changing
environment. So, it is strict but not rigid organization. In effort to be more flexible
and responsive, there has been distinct trend in this organization toward
decentralizing decision-making.
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5.5 Competitors
Top Ramen
Sunfeast Yippee!
Chings Noodles
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Smith &Jones
Knorr Noodles
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Responses
97
3
100
Total
97
3
100
RESPONSES
YES
NO
As we can see after the research 97% of people are aware about the brand
maggi and they are the consumer too.Thus we can make out how famous the
brand name maggi is among the people.
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APPENDIX
Q 1) Are you a consumer of Maggi?
o Yes
o No
Q 2) What is the brand that comes to your mind when we say the word noodles?
o Maggi
o Top Ramen
o Knorr Noodles
o Smith & Jones Noodles
o Sunfeast Yippee
Q3) Rank the following Maggi products with respect to frequency of purchase with
1 being the highest rank.
Noodles_______
Ketchup______
Soup_________
Pickles_______
Cubes_______
Q4) With what products would you associates the brand Maggi?
o Ketchup
o Noodles
o Soup
o Masala
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BIBLIOGRAPHY