DEMAND ANALYSIS ON CHOSEN PRODUCT MAGGI

DEMAND ANALYSIS ON MAGGI by

group

no . ix

SUSHREE SOUMYA CHINARA L . DEENADHAYALAN SMARAJIT NANDA YESIN PHUKAN SUSMITA TRIPATHY 



MAGGI M- Misal ( Marathi word) ,Relatively

cheap and good nutritional value made for breakfast  A- Allegro ,musical tempo meaning

Quick in time

 G- Gastronomy ,the art and practice of

cooking and easily good food

 G- Glamorous, attractive and exciting 

PRODUCT HISTORY          

 

# Nestle is a Swiss company, founded in 1866 by Henri Nestle. # Nestle market its products in 130 countries across the world. # It was founded by the Maggi family in Switzerland in the 19th century. # Maggi has been Nestlé's flagship culinary brand not only in India, but globally as well.

WELCOME TO “THE WORLD OF NESTLE MAGGI”       

A brand of Nestle Launched in the year 1983 in India Initially targeted at Working Women Then repositioned itself to target kids



 Market Driver in the Instant Noodles category 

 Currently enjoys a market share of about 70% 

BRAND JOURNEY “What Xerox is to photocopier and Colgate to toothpaste, Maggi is to noodles in India.“ - The Economic Times , a prominent newspaper in India , in 2003 . contd ..

BRAND JOURNEY § § Maggi has been a mainstay in Indian market for a long time now. Maggi and Noodles are synonymous.’ 

§ India has emerged as the largest consumer of Maggi noodles across Nestle operation in the world, Carlo DonaltiNestle Chairman and Director told to ET. §  Contd..

ØNestle unleashed Brand Maggi in India almost 25 years ago in 1983 with the launch of its traditional ‘2-minute noodles’ 

ØWhen Nestle India launched Maggi in the country, it used the tagline, ‘Fast to cook and good to eat’, to not only promote the product, but also to educate the ever growing aspirant consumer about the advantages of using it. Ø

BRAND TESTIMONY For Emmanuel Upputuru, National Creative Director, Publicis India, the transformation of the brand in the last 25 years is a testimony in itself. He explained, “Recently I met someone in Singapore, and when we shared how big a brand Maggi Noodles is in India, the gentleman exclaimed, ‘Noodles in India!’ That, to me, was a testimony to the success of the brand Maggi Noodles in India.”  

LAW OF DEMAND 



“Demand for a commodity increases when its price decreases and falls when its prices rises, other things remaining constant.”

FACTORS AFFECTING THE DEMAND OF 

Determinants of Demand



 

vPrice of the commodity. vIncome of the consumer. vPrices of related goods. vTastes and Preferences. vAdvertisement.  

QUANTITY AND PRICES

v EXCEPTION ( MAGGI VEGETABLE ATTA NOODLES )

QTY PRICE 85g Rs 15 350g Rs 59

vMAGGI

NOODLES

QTY 50g

100g 200g 400g 600g

PRIC Rs 5 E

Rs 10 Rs 20 Rs 40 Rs 59

INCOME OF CONSUMERS  

-LOWER MIDDLE CLASS

  

-UPPER MIDDLE CLASS



 

-ELITE CLASS



1. 

PRICE OF RELATED GOODS MAGGI

TOP RAMEN

QUANTITY

PRICE

QUANTITY

PRICE

50 g

Rs 5

50 g

Rs 4

100 g

Rs 10 170 g

Rs 18

200 g

Rs 20 270 g

Rs 35

400 g

Rs 40 480 g

Rs 50

600 g

Rs 59

Difference in the Price of “MAGGI” and “TOP RAMEN”

PRICES OF COMPLEMENTARY COMMODITES: Ø COMPLEMENTARY PRODUCTS Ø Ø KETCHUPS:  MAGGI,KISSAN,HEINZ Ø Ø VEGETABLES Ø Ø OIL

TASTES & PREFERENCE: ECONOMY PACK(SUPER

SAVER/MONEY SAVER/ FAMILY PACK) TRADITIONAL FOOD HABITS OF INDIAN LOVED BY SCHOOL KIDS YOUTH …..FASHION STATEMENT. OFFICE GOERS ….CONVENIENCE

 

ADVERTISEMENTS Revolutionary Tagline, “Bus Do Minute” 



Bhi Health Bhi".  “Just add garam paani …  Carry on jaani” “Jab bhook sataye… toh maggi ho jaaye” 

"Taste

Television Advertisements

ADVERTISEMENT OF MAGGI

25

NOODLES : YEARS OF SUCCESS

Flavoursand Varieties     

 

      

 

Original Flavour Chicken Masala Dal Atta (whole wheat noodles) Vegetable Atta Noodles (whole wheat noodles) "Cuppa Mania" Tomato Chatpata Shahi Pulao (rice noodles) Chilly Chow (rice noodles) Lemon Masala (rice noodles)

MARKET

RESEARCH

Objective :

To find out the market demand of Maggi noodles.

Research methodology: 1 Target

Area : Market Building, VSS Nagar, Sahid

Nagar, Patia, Ram Mandir Square üMarket Building: Balaji Stores; Panda General Stores üVSS Nagar: Shri Jaggannath Stores; Paan-Bidi Shops üSahid Nagar: Reliance Fresh; Pantaloons üPatia: Food Baazar üRam Mandir Square: Big Baazar ü contd…

Research methodology: (ii) Shopkeeper Sample Selection: Mall, General Store, Bakery, Paan-Bidi Shop  (iii) Customer Sample Selection: School Kids, House Wives, Office Goers, College students  (iv) Shopkeeper Sample Size: 8 (v) Customer Sample Size: 40 

RESEARCH FINDINGS

SALES DATA COLLECTED: PER MONTH SALES :  MAGGI : 600 gms Rs

59

 1O TO 15 CARTONS  (20 PACKETS IN EACH

CARTON)

PER MONTH SALES:  TOP : 480 g Rs 50

RAMEN 8 TO 10 CARTONS 

 (20 PACKETS IN EACH

CARTON)



SUPPLY CHAIN NESTLE

INDIA LIMITED

DISTRIBUTORS

WHOLESALE

MARKET

RETAIL

CONSUMERS

MARKET

SALES FIGURES across Orissa

NESTLE / MAGGI BRAND PRODUCTS AVAILABLE IN MARKET

CONCLUSION

  Maggi has achieved a great position in market and this position is least affected by its competitors( Top Ramen, Wai Wai, etc.) 

Law of Demand “Lower the price higher the

quantity demanded and vice versa "works completely in case of maggi noodles.

 MAGGI for last 25 years had managed to remain unbeaten in the market because it has always given more preference to the taste of people. 

THANK

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