Documente Academic
Documente Profesional
Documente Cultură
OF MAGGI
A CASE STUDY
PROJECT REPORT
ON
MARKETING STRATEGIES OF MAGGI: A CASE STUDY
SUBMITTED TO
DEPARTMENT OF COMMERCE
OSMANIA UNIVERSITY COLLEGE FOR WOMEN
KOTI, HYDERABAD
PROJECT SUPERVISOR
ASST.PROF.G. SARITA
FACULTY MEMBER
DEPARTMENT OF COMMERCE
OUCW, KOTI, HYDERABAD
TITLE PAGE
NAME OF THE TOPIC : MARKETING STRATEGIES OF MAGGI: A
CASE STUDY
: FAZEELATH UNNISA
YEAR OF STUDY
: 2013-2016
: B.C OM HONOURS
: 2014-1801
: ASST.PROF. G.SARITA
ACKNOWLEDGEMENT
I express my sincere gratitude toASST.PROF.G. SARITHA Osmania University,
koti, Hyderabad for her /his valuable guidance and constantEncouragement all
through my project work
I am thankful to my friends and lecturers for their unconditional help and support I
wish to place on record my sincere thanks toPROF.B. SANDHYA RANIhead
Department of commerce, Osmania University College for women, koti,
Hyderabad for her constant inspiration.
CERTIFICATE
This is to certify that FAZEELATH UNNISAis a bonafide Student of b. com
(Honours) III year OsmaniaUniversity College for women (H.T.NO2014-1801)and
she has worked on the project title MARKETING STRATEGIES OF MAGGI:
A CASE STUDY under The supervision of PROF.G. SARITAdepartment of
Commerce, Osmania university college for women, koti during the
Year2013-2016
Place: Hyderabad
Date:10-3-2016
Place: Hyderabad
Date: 10-3-2016
DECLARTATION
Place: Hyderabad
CONTENTS
CHAPTER-1
INTRODUCTION
OBJECTIVES OF THE STUDY
RESEARCH METHODOLOGY
LIMITATIONS OF STUDY
CHAPTER-2
INTRODUCTION TO MARKETING STRATEGIES
MARKETING STRATEGIES OF MAGGI
ADVANTAGES AND DISADVANTAGES OF MARKETING
STARTEGIES
KINDS OF MARKETING STARTEGIES
Marketing strategy-exploring value creation
opportunities
Marketing strategy company analysis details
Marketing strategy choosing value
Marketing strategy-creating, delivering,
communicating, and capturing value
Market penetration strategies
CHAPTER-3
COMPANY PROFILE
MAGGI BRAND IN INDIA
PRODUCT LIFE CYCLE OF MAGGI
MAGGI BANNED IN INDIA
RELAUNCH IN INDIA
MARKETING STRATEGIES OF MAGGI TO RELAUNCH IN
INDIA
SOCIAL MEDIA SUPPORT TOWARDS MAGGI
TWITTER RESPONSE TOWARDS MAGGI
CHAPTER-4
CHAPTER-5
CONCLUSION
BIBLIOGRAPHY
ANNEXURE
INTRODUCTION
Marketing strategies explain how the marketing functions fits in
with the overall strategy for a business
Once the strategy has been identified, then the
business must develop an action to turn the strategy into reality.
The starting point for this plan is setting of marketing objectives.
Marketing objectives are the specific targets for marketing set by
the business to achieve their corporate objectives
tactics. You can have tactical plans which help you to achieve
your overall marketing strategy.
OBJECTIVESOFSTUDY
To present the swot analysis of Maggi
To understand the marketing and promotional
strategies adopted by nestle Maggi
To analyze the perceptions of consumers towards
Maggi
Secondary data
The secondary data has been collected from various websites and
books. It also includes data from company and other referral sites
and sources.
LIMITATIONS OF STUDY
There are many companies offering ready to eat products in
the market but the study is limited only to Nestle Maggi and
also further it is confined only to Maggi noodles.
The sample size is only 30 respondents so the result may not
be appropriate.
INTRODUCTION TO MARKETING
STRATEGIES
A marketing strategy is a process or model to allow a company or
organization to focus limited resources on the best opportunities
to increase sales and thereby achieve a sustainable competitive
advantage. A marketing strategy should be centered on the key
concept that customer satisfaction is the main goal.
A marketing strategy is most effective when it is an integral
component of corporate strategy, defining how the organization
will successfully engage customers, prospects, and competitors in
the market arena. Corporate strategies, corporate missions, and
corporate goals. As the customer constitutes the source of a
companys revenue, marketing strategy is closely linked with
sales. A key component of marketing strategy is often to keep
marketing in line with a companys overarching mission
statement.
A marketing strategy can serve as the foundation of a marketing
plan. A marketing plan contains a set of specific actions required
to successfully implement a marketing strategy. For example:
Use a low cost product to attract consumers. Once our
organization, via our low cost product, has established a
relationship with consumers, our organization will sell additional,
higher-margin products and services that enhance the consumers
interaction with the low-cost product or service.
A strategy consists of a well thought out series of tactics to make
a marketing plan more effective. Marketing strategies serve as
the fundamental underpinning of marketing plans designed to fill
Objectives
You may set marketing objectives such as achieving a percentage
of market shares, maximizing cash flow or maintaining
profitability through market expansion. As you create a marketing
strategy to achieve any of these objectives, you must remain
aware of one potential disadvantage: You may have chosen the
wrong objective. An effective marketing strategy aimed at the
wrong objective can take you in a harmful direction. For example,
if you seek to maintain profitability by expanding your markets,
you may find that you would be better off improving customer
service to your existing markets so that you can improve your
reputation.
Costs
Each marketing strategy has costs you must evaluate in terms of
how effectively you spend your money. An e-mail campaign may
be relatively cheap, but it could waste your marketing message
by getting lost in your customers spam filters. Magazine
advertising, on the other hand, may cost more than you can
afford.
Direct mail can be cheaper than print ads, but your product or
service may not be well-suited to this kind of campaign, so you
could be wasting your money. You must constantly weigh costs vs.
benefits for any marketing strategy, so that you use your
marketing dollars wisely.
Branding
Your marketing strategy creates an impression of your company. If
the strategy for a specific product or service is ineffective, you
can give your customers the impression that you are not a viable
company. You must decide how much of your marketing strategy
should focus on promoting your brand and now much of it should
tout the specific benefits of a particular product. One way to
handle this dilemma is to divide your marketing into two phases.
In the first phase, focus your marketing on the product. Once it
gains acceptance, tie your brand to that product. Because
consumers already have a favorable impression of the product,
they will be likely to transfer that favorable impression to your
brand. This strategy minimizes the disadvantage of harming your
brand when the public does not like a product.
Effectiveness
Any marketing strategy that does not allow you to measure
effectiveness puts you at a disadvantage. You can continue an
ineffective marketing strategy indefinitely if you dont have some
way to measure how well it works. A marketing strategy that
contains measurable objectives offers you the advantage of
continuing plans that work. You can build effectiveness into your
marketing strategy by expressing your objectives in terms of
numbers. For example, we will increase sales by 20 percent is
effective; we will increase sales is not.
INTRODUCTION TO MARKETING
STRATEGIES OF MAGGI
Marketing strategy is a long term course of action designed to
optimize allocation of the scarce resources at the disposal of a
firm in delivery superior customer experience and promote the
interest of stake holders
Initial Strategies of Maggi: 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 Maggi in the platform of
convenience targeting the workingwomen. However, the
sales of Maggi was not picking up despite of heavy media
advertising. To overcome this Nestle conducted a research.
Nestle promotion positioning the Maggi product as a
convenience product for mother and as a fun product for
children. The Maggi `Tagline, Fast to Cook Good to Eat was
also in keeping with its positioning. They promoted the
product further by distributing flee samples. Giving gifts on
MAGGI STRATEGY
The needs that the product is trying to address are very explicit. It
is a tasty snack
This satisfies hunger and takes very less time and efforts for
preparation. Peoplefeel like eating Maggi because it satisfies
hunger and tastes superb.
MARKETING STRATEGY-EXPLORING
VALUE CREATION OPPORTUNITIES
Customers
Company
Competitors
ollaborators
Context
Brand image
Availability
Low price
Nestle coming up with health focused
variants of Maggi (vegetable and daal aata
noodles) to target health conscious people
and to further increase its market share.
Strengths
Established Family Brand
Strong Global Corporate Brand (NIL)
Specialization in food processing category marketing and
distribution in Urban
Market leader
Weakness
Generic Brand to Noodles in India
Low rural market presence constraints
Uniform Brand for all food category. Heavily dependent on
one flavor
Opportunities
Growing package and canned food market in India by 15%
annually.
High brand awareness of Indian consumer
Opportunity to be substitute to other snacks category of food
products.
Unexploited rural market
Increasing number of working youth
Affinity of Indians to Chinese food Health related issues
Threats
Competitors with long history in product category
internationally like, Heinz Sauce and ketchups of Heinz
Indian, Top Ramen in Noodle and Knorr Soups.
Single product focused competitors like Heinz sauce and Wai
Wai Noodles.
Les Entry Barriers in the Market segment for product
category
ITCs strong base in Indian Market.
Substitute Product to Product Segment
Competitive pricing
SEGMENTATION
Market segmentation divides the heterogeneous market into
homogenous groups of customers who share a similar set of
needs/wants and could be satisfied by specific products. Maggi
brand has segmented the market on the basis of age, life style,
and habits of urban families.
Children
Children play a significant role in decision making and purchase
choices of just about anything ranging from food items to
beverages to chocolates. As consumers, children know exactly
what they want and do not experiment too much with flavor or
color.
Teenagers
On the brink of adulthood, teenagers like to emphasize and
express themselves in a manner that catches attention. They
have experimental with their food with preference towards
College Students
A rise in the number of colleges and institutions of higher learning
bothgovernment owned and privately financed has enabled a
larger number of youth to graduate from their portals. This
population grew since 2000 but is set to stagnate in the forecast
period with couples actually postponing the child bearing decision
and some even rejecting the idea of having on eat all. This age
group has taken up to snacking as a way of life as they keep missing
TARGETING
POSITIONING
Market Positioning is the act of designing the companys offerings
and image to
Occupy a distinctive place in the minds of the target market. The
goal of positioningis to locate the brand in the minds
of consumers to maximize the potential benefit tothe firm. Maggi
has positioned itself in the SNACKS (Between two meals)
categoryand not in the meal category since Indians do not
consider noodles as a proper fooditem.
Therefore, Maggi have developed Its brand image of instant
food products with positioning statements such as 2 minutes
noodles and Easy to cook, good to eat.
DIFFERENTIATION
they could not find to the same extent with a competitive brand.
The Maggi Brand has also differentiated its brand image from its
competitors in terms of taste, flavors and packaging. Maggi have
launched wide varieties of products in different flavors which can
attract larger set of customers. Maggi products are also available
in different sizes catering to different customer needs.
MARKETING STRATEGY-CREATING,
DELIVERING, COMMUNICATING AND
CAPTURING VALUE
4PS EVALUATION
Marketing mix is a general phrase used to describe the
different kinds of choices organizations have to make in the whole
process of bringing a product or service to market. The 4Ps is one
way probably the best-known way of defining the marketing
mix, and was first expressed in 1960 by E J McCarthy.
Product
Price
Place
promotions
Price
Considering the price points in the market for Maggi, it
should continue to position itself in the Snacks.
Affordable by all income groups
Differentiated packaging
Lower price point strategy
Mill pack for Rs.5 targeting the lower middle class as well
as those who want to consume in lesser quantity.
Inflation effect on volume than price Reduction of 100gm
pack to 95gm, keeping price as Rs. 10 only
Place
Product:
Quality
Models and sizes
Packing
Brands
Service
Though Maggi has been successful every time, there were times
when it faces. Challenges. Some of these are:
Sales saw decline in 1990: The Company saw a decline the
sales in 1990. When the company tried to find out what the
reason was, they came to know that there was something
wrong with the formula that spoiled the taste. So the formula
was changed from fried base to oiled dried base
Competition increased in noodle segment: When Maggi was
enjoying being the only noodle offering by any company. Top
ramen entered the market as a competition. This was a big
challenge for Maggi. Though Top Ramen couldnt do well in
India.
way as to create value that can be sustained over the long term
for consumers, shareholders, employees, business partners.
The product mix of Nestle India consists of milk products and
baby products (42.5%), beverages (29.3 %), processed foods
(14.4 %), chocolate and confectionary (13.8 %).nestle India plans
to expand business into similar and diversified product categories.
With an Employee strength of over 3000 and turnover a US$ 497
million in 2003, Nestle. India is one of the leading companies in
the FMCG space in India. The company is acknowledged among
Indias most respected companies and among the top Wealth
Creators of India.
add taste and give your dishes a festive look l), and Soupes
Moulinees, a new line to add to their Soup Time range. The ad
announcing the new Maggi Yabelin mix had two sections: on the
BEFORE page, a man disguised as an oriental wise man
levitates a magnificent souff12, on the AFTER page, the same
man holds the Maggi sachet in his hands The magic formula to a
successful Yabelin!
Brand MAGGI
Maggi is an over 100-year-old Nestle band of instant soups,
stocks, bouillons, ketchups, sauces, seasonings and instant
noodles. It quickly became a pioneer of industrial food production,
aiming the improvement of the nutrition of worker families.
Over time the scope of MAGGI has been extended from a
predominantly dehydrated cooking aid brand towards a general
savory food brand including many types of ready meals and also
frown food. This is in line with the fact that people all over the
world are cooking less and less from scratch.
The sole reason being, the positioning of the product with the
wrong target group. Nestle had position. Maggi as a convenience
food product aimed at the target group a working woman who
hardly found any time for cooking. Unfortunately, this could not
hold the product for very long. In the course of many market
researches a. surveys, the firm found that children were the
biggest consumers of Maggi noodles. Quickly they repositioned it
towards the kids segment with various tools of sales promotion
like color pencils, sketch pens, fun books, Maggi clubs which
worked wonders for the brand.
INTRODUCTORY STAGE
Nestle launched Maggi in India in the year 1982 with its 2
minutes instant noodles. When Nestle launched this product
there were a lot of ups and downs, with high failure rates. Maggi
then had no competition and incurred high production cost. A lot
of research was also done in this stage which caused frequent
modifications.
GROWTH STAGE
Around 1985, the demand for Maggi had increased tremendously
in India. The entire development cost was recovered and
moreover its sale rates had also increased. In 1990 the demand
for Maggi had dropped a little because of an introduction of a new
brand named Top Ramen. So in order to increase its sales Nestle
formulated a new flavor which wasnt well accepted by its
consumers. Thus in 1999, Nestle re-launched the old flavor of
Maggi, which in turn increased its sales.
MATURITY STAGE
During its maturity stage, Maggis sales were at peak, production
costs were low and profits were high.
DECLINE STAGE
As we all know that Maggi is now banned in India due to its high
lead content. Thus it is going through its declining stage now.
Nestle is conducting a lot of research and if they come up with
something new and better, then Maggi might be selling its
products in the future, or else after the declining stage, this brand
would become history in India.
MAGGI BANNEDININDIA
The Bombay High Court on Thursday set aside the countrywide
ban on nine variants of Nestls Maggi instant noodles, saying the
national food regulator had acted in an arbitrary manner and
not followed the principles of natural justice while banning the
product.
The court, however, ordered Nestle India to conduct fresh safety
tests on the product before relaunching it.
The
The court also said that the food labs engaged by the FSSAI,
which found excessive lead in Maggi noodles, were not
authorized under the FSS Act and Regulations. Therefore, the
results could not be relied upon, it said.
Besides, the mandatory procedure of giving a notice under the
provision of sampling and analysis was not followed, the court
said.
During the arguments, FSSAI had alleged that Nestle India could
not claim any relief as it had suppressed facts and attempted to
destroy evidence. The High Court, however, negated this line.
The court also observed that lab reports obtained by the company
from its labs and other accredited labs could not be considered.
Soon after the High Court passed its order, the FSSAI and the FDA
sought a stay. The court, however, observed that Nestle India had
already said that it was not going to either manufacture or sell
Maggi noodles and refused to oblige the two agencies. The court
also allowed the company to seek approval for its tenth variant,
Maggi Oats Masala Noodles.
The
earlier
of FSSAI,
order,
company had
argued that the CEO
while passing the
had acted in an
emergent, drastic
and arbitrary fashion while raising doubts over his jurisdiction.
Nestle also argued that the food regulator had not served any
notice before ordering a ban. Nestle claimed it has been operating
in India for 30 years and had a global footprint.
The government has also filed a class action suit against Nestle
India seeking, Rs 640 crore in damages for alleged unfair trade
practices, false Y labeling and misleading advertisements.
MAGGIRELAUNCHININDIA
It was Diwali two days in advance for several grocery stores and
customers in the city. Departmental stores across Mumbai had a
special display Monday, right on their entry gate in bold letters:
We are back, Maggi is back. By the end of the day, several
small-time grocery shop owners admitted their entire stock had
been sold out once the word spread in the locality.
Devilal
Manager
Gayeri,
of Roman
The company has been uploading videos for its Miss-You Maggi
advertising campaign unveiled a month ago. The advertisements
speak of how Maggi was a crucial snack at any time.
The Miss-You Maggi campaign is supported by a twitter hashtag
wemissyoutoo that had surfaced right after the Bombay High
Court verdict on August 14. The hashtag has received about five
million impressions, according to MindShift Metrics, a digital
agency that maps reach and trends on social media.
Commenting
on
whether Maggi has
taken the right
social
media
strategy,
Vinish
Kathuria,
Chief
Operating Officer, Digital Quotient said, There is no right and
wrong thing in this case. Being a global brand, there must be few
guidelines which they have to adhere to like- Dont speak much in
moments of crisis. The reason being, sometimes over
communication can infact magnify the initial problem and they
may face some legal consequences because of it. But from my
point of view, right now the communication route which Maggi
has taken is quite passive, which loyalists might not appreciate. It
is very important to keep these followers on your side; a certain
appreciation for the fans is not a bad idea. Dont be aggressive,
but a non-product consumer centric strategy is recommended.
Advertising & Film Productions feels the only reason why the
brand should continue with its social media communication is
because, if you keep mum, then things have a tendency to blow
out of proportion. So whatever the situation might be, whether
positive or negative, the brand needs to communicate in a polite
and a positive way.
Even if, they dont have any backup plan, they should assure
people that they are working towards it. Maggi has played a vital
role in everyones life and has been like their best friend in
moments of crisis. It is now very difficult for people to accept, that
their favorite brand which boasts of several varieties is not there,
he cited.
QUESTIONNAIRE ANALYSIS
1. Do you purchase ready to eat products available in
the market?
PARTICULARS
Yes
No
FREQUENCY
30
0
PERCENTAGE
100%
0%
NUMBER OF RESPONDENTS
YES
NO
DATA INTERPRETATION:
From the above table it can be inferred that100% of the
respondents prefer ready to eat products available in the
market.
FREQUENCY
25
5
PERCENTAGE
95%
5%
35
30
25
NO
20
YES
15
10
5
0
YES
NO
DATA INTERPRETATION:
As per the studyit is clearthat 95% of the respondents are
consumers of Maggi and rest 5% do not prefer Maggi.
PARTICULARS
Maggi masala
Maggi veg Atta
noodles
Maggi cuppa mania
others
FREQUENCY
23
2
PERCENTAGE
93%
2%
3
2
3%
2%
NUMBER OF RESPONDENTS
MAGGI MASALA
MAGGI VEG AATA
NOODLES
MAGGI CUPPA MANIA
OTHERS
DATA INTERPRETATION:
From the above pie chart, it can be concluded that 93% of
the respondents regularly buy Maggi masala noodles, 2% of
therespondents buy Maggi veg aata noodles, 3% buy Maggi
cuppa mania and 1% buys others. it can have interpreted
that Maggi masala noodles are frequently consumed by the
respondents.
NUMBER
23
3
2
2
PERCENTAGE
93%
3%
2%
2%
DATA INTERPRETATION:
As per the questionnaire circulated it is seen that 93% of the
respondents are buying Maggi noodles from their childhood
and rest of them are buying since 10 years, 5years and
2years respectively.
FREQUENCY
19
7
3
1
PERCENTAGE
89%
7%
3%
1%
20
15
10
41-above
5
0
4-- 12
13-26
27-40
41-above
DATA INTERPRETATION:
From the study it can be concluded that 4-12 age groups
prefer Maggi most.
FREQUENCY
1
3
1
1
PERCENTAGE
1%
3%
1%
1%
2
22
2%
92%
25
20
15
10
5
occasionally
oc
as
io
na
lly
we
ek
on
ce
2
on
ce
in
in
da
ys
or
4
da
ys
tw
o
in
a
on
ce
tw
ic
e
on
ce
we
ek
da
y
DATA INTERPRETATION:
According to the current survey, the frequency of buying
Maggi noodles has come down i.e. 92% of the respondents
buy Maggi noodles occasionally and rest buy Maggi noodles
once a day, 2% of therespondents buy once in a week and so
on.
FREQUENCY
27
1
2
PERCENTAGE
97%
1%
2%
30
25
20
affordable
15
high
10
low
low
high
0
affordable
high
affordable
low
DATA INTERPRETATION:
As per the study it can be inferred that 97% of the
respondents are satisfied about price of Maggi noodles. 1%
of the respondents feel that price of Maggi is high and 2%
ofthe respondents feel that price of Maggi is low and
remaining feels that it is high.
FREQUENCY
6
17
2
5
ea
tin
g
ta
st
y/
fu
n
fo
od
ju
nk
to
ea
t
tasty/fun eating
re
ad
y
go
od
fo
rh
ea
lth
18
16
14
12
10
8
6
4
2
0
PERCENTAGE
6%
87%
2%
5%
DATA INTERPRETATION:
From the above bar diagram, it can be highlighted that 87%
of the respondents perceive Maggi products as ready to eat
product.
PARTICULARS
Newspaper
Radio
Television
Friends
Others
FREQUENCY
2
1
25
2
0
PERCENTAGE
2%
1%
95%
2%
0%
NUMBER OF RESPONDENTS
newspaper
radio
television
friends
others
DATA INTERPRETATION:
As per the study it is shows that 95% of the respondents know
aboutMaggi through television, 2% of the respondents know
through newspaper, other 2% of the respondents know through
friends and remaining 1% of the respondents know through radio.
FREQUENCY
9
21
PERCENTAGE
9%
91%
100%
90%
80%
70%
60%
50%
Series 2
40%
Series 1
30%
20%
10%
0%
yes
no
DATA INTERPRETATION:
According to current survey it can be concluded that 93% of
the respondents are not influenced by celebrity endorsement,
only 9% of them are attracted due to celebrity endorsement.
FREQUENCY
3
19
PERCENTAGE
3%
88%
2%
7%
20
18
16
14
12
10
8
6
4
2
0
ag
gi
m
er
im
we
lc
om
ba
ck
ag
gi
khusiyon ki reciepe
mom's maggi
DATA INTERPRETATION:
As per the questionnaire circulated it is clear that 88% of the
respondents get influenced by the advertisement Khusiyon ki
recipe moms Maggi,7% of the respondents by Meri Maggi,3% of
the respondents by welcome back Maggi and 2% of
therespondents I miss you Maggi come back soon.
PARTICULARS
FREQUENCY
PERCENTAGE
Yes
26
96%
No
4%
30
29
no
28
yes
27
26
25
24
yes
no
DATA INTERPRETATION:
From the study it can be inferred that 96% of the respondents
think attractive advertisement helps Maggi to increase its sale,
4% of the respondents think that attractive advertisement does
not help Maggi to increase its sale.
FREQUENCY
9
21
PERCENTAGE
9%
91%
35
30
25
20
no
15
yes
10
5
0
yes
no
DATA INTERPRETATION:
As per the research conducted it can be concluded that 91% of
the respondents do not think that Maggi is a healthy product
after its ban only 9% of the respondents still think that it is a
healthy product after its ban.
FREQUENCY
9
21
PERCENTAGE
9%
91%
25
20
15
yes
no
10
5
0
yes
no
DATA INTEPRETATION:
The above bar diagram clearly indicates that 91% of the
respondents do not prefer to purchase Maggi after its ban and 9%
do prefer to purchase it.
FREQUENCY
3
27
PERCENTAGE
3%
97%
NUMBER OF RESPONDENTS
YES
NO
DATA INTERPRETATION:
According to current survey it can be concluded that 97% of the
respondents said that Maggi ban do not affect their daily routine
only 3% of the respondents said that it affects their daily routine.
FREQUENCY
25
5
PERCENTAGE
95%
5%
30
29
28
27
no
26
yes
25
24
23
22
yes
no
DATA INTERPRETATION:
It is found from the above bar diagram that 95% of the
respondents think that fame of the Nestle company has come
FREQUENCY
7
PERCENTAGE
7%
18
88%
4
1
4%
1%
NUMBER OF RESPONDENTS
targeting the mothers
targeting the emotional
attachment of people
targeting the youth
targeting the woking
women
DATA INTERPRETATION:
From the above pie chart it can be concluded that 89% of the
respondents feel that Maggi is mostly targeting on emotional
attachments of people.
FREQUENCY
27
3
PERCENTAGE
97%
3%
30
25
20
yes
15
no
10
5
0
yes
no
DATA INTERPRETATION:
The study highlights that 97% of the respondents are still having
an emotional attachment towards Maggi and remaining 3% of the
respondents do not have an emotional attachment towards
Maggi.
FREQUENCY
27
3
PERCENTAGE
97%
3%
30
25
20
yes
15
no
10
5
no
0
yes
yes
no
DATA INTERPRETATION:
Through the researchit is found that 17% of the respondents think
Maggi is regaining its position with the help of online advertising.
FREQUENCY
3
18
6
1
3
PERCENTAGE
3%
87%
6%
1%
3%
35
30
25
poor
20
below average
fair
15
good
very good
10
5
0
very good
good
fair
below average
poor
DATA INTERPRETATION:
According to the study it can be concluded that 87% of the
respondents arehighly satisfied,6% of them rated it as fair and
remaining 3% rated it as very good and poor respectively.
FREQUENCY
5
PERCENTAGE
5%
2
18
2%
88%
5%
NUMBER OF RESPONDENTS
DATA INTERPRETATION:
As per the suggestions given by the respondents it is found
that 88% of the respondents have suggested to sell healthy and
tasty Maggi, 5% suggested to sell Maggi without lead ,5%
suggested that Maggi should be good in advertising its products
and 2% suggested that it should be banned again by the
government.
ANNEXURE
1. Name
___________
2. Gender
___________
3. Age
___________
4. Occupation___________
5. Income
___________
6. Do you purchase ready to eat product available in the
market?
a) Yes
b) No
7. Are you a consumer of Maggi?
a) Yes
b) No
8. If yes, which Maggi products in noodles category do you
regularly buy?
a) Maggi masala noodles
b) Maggi vegetables aata noodles
c) Maggi cuppa mania
d) Others
9. How long have you been buying noodles? _______________
10. According to you which age group prefers magi most?
a) 4-12
b) 13-26
c) 27-40
d) 41-above
d) Tasty\fun eating
14. You came to know about Maggi from?
a) Newspaper
b) Radio
c) Television
d) Friends
e) Others
15. Does the celebrity endorsement prompt you to purchase
Maggi?
a) Yes
b) No
16. Which advertisement of Maggi influenced you to purchase
Maggi after its ban?
a) Welcome back-Maggi
b) Khusiyon ki recipe # moms Maggi
c) I miss you Maggi come back soon
d) Meri Maggi
17.
Do you think attractive advertisement helped Maggi to
increase the sales?
a) Yes
b) No
18.
Do you think Maggi is a healthy product after its ban?
a) Yes
b) No
19. Do you prefer to purchase Maggi after its Maggi?
a) Yes
b) No
20. Does the Maggi ban affect you daily routine?
a) Yes
b) No
21. Do you think fame of the Nestle Company has come down
after Maggi ban?
a) Yes
b) No
22. What strategies Maggi is using to bounce back in the
market?
a) Targeting the mothers
b) Targeting the emotional attachments of people towards
Maggi
c) Targeting the youth
d) Targeting the working women
23. Do you still have a emotional attachment towards Maggi
noodles?
a) Yes
b) No
24. Do you think Maggi is regaining its position with the help of
online advertising?
a) Yes
b) No
Marketing research-G.C.beri
Principles of marketing phlip kotler
www.wikipedia.com
https://www.researchgate.com
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