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FEW FACTS
Maggi Australia, India Malaysia, New Zealand Nepal, South Africa Singapore, The Philippines India tops Nestle 50% market share 250 crores
ORIGIN
In 1863, Julius Maggi developed a formula to bring added taste to meals Nestle (Swiss company/1866/Henri Nestle)
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
. 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
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
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 aid etc. .
INTRODUCTION
Top Ramen is one of the noodles brand in India launched by Indo Nissin Foods Ltd.in 1991.
It was introduced as Japanese soup-type noodles which were watery and were called Smoodles derived from SMoother noodles It is available in different flavors like chicken, masala, curry, tomato, and egg. Since its launch the brand has been constantly changing its sales pitch and product composition with little success. Top Ramen has been trying all possible marketing tools for the past 19 years to dethrone Maggi Noodles which had become a benchmark in the category.
LACKING INNOVATION
The major issue faced by Top Ramen was the differentiation. Top Ramen could not offer any serious differentiation to Maggi either in terms of the product or brand. Since there was no serious differentiation, Maggi was able to gain back the lost ground because it was the pioneer brand who built the category. Top Ramen also lost out when Maggi repositioned itself in the health platform.
REINTRODUCTION OF PRODUCT
IN 1997 company again changed the formation of its products. Company increased the distribution of its products. Along with children , working women, company also focused on other segments also. Company came up with various interesting ads. Changed advertising campaign/Tag lines Product positioning as fast relief from hunger Sales promotion in schools and offices Website
Marketing Strategies
Convenience product for mothers and fun product for children. New products innovation Veg Atta Noodles,Dal Atta Noodles,Cuppa Mania.
Availability in different packs. Easily available Conducting regular market research Objective ads Different variants Invited housewives to send different recipes made by maggi Organized different campaigns contest games Continuous renovated and innovated new products
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
S
O
OPPORTUNITIES
W
T
Rural market Substitute for Chinese food and fast food THREATS Competitive pricing Strong presence of regional competitors
MARKET RESEARCH
MARKET RESEARCH
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