Maggi

MARKETING COMMUNICATION ANALYSIS OF MAGGI NOODLES

ISHAAN UPADHYAY ROOM-14 ROLL-332 GUIDE:PROF. V.A.SAH

It is a proud privilege on my part to express my sincere and humble gratitude to all those people who have helped me directly or indirectly in the completion of this project. I would like to thank Rev. Father Felix Raj , Rev.Father Dominic Savio and Professor S.Banerjee who gave me an opportunity to undergo my project. I would especially like to thank Professor Vijay A. Sah, my Guide for the given project, who spent his valuable time and knowledge and gave me wholehearted support and encouragement in carrying out this project. I would also like to thank my friends for their generous support and the respondents who gave their valuable piece of time for participating in the survey to complete the study. Finally, I thank all the faculty of St. Xaviers College for interacting and sparing their valuable time with me whenever possible.

………………………… Ishaan Upadhyay

THE 2 MINUTE MENU: 1. INTRODUCTION 1.1

MARKETING COMMUNICATION

1.2

TOOLS OF COMMUNICATION

a.

SALES PROMOTION

b.

ADVERTISING

c.

PERSONAL SELLING

d.

PUBLIC RELATIONS

e.

DIRECT MARKETING

2. OBJECTIVES 3. COMPANY PROFILE 4. ABOUT MAGGI a. PLC b. INITIAL STRATEGIES c. PRODUCTS, COMPETITORS d. MARKET SHARE e. DIFFERENT COMMUNICATION MEDIA

5.

RESEARCH METHODOLOGY

6.

RESEARCH OBJECTIVE

7.

RESEARCH PLAN

8.

DATA COLLECTION

9.

QUESTIONNAIRE

10. RESEARCH FINDINGS AND ANALYSIS 11. SWOT ANALYSIS 12. CONCLUSION 13. RECOMMENDATIONS 14. ACKNOWLEDGEMENT 15. REFERENCES

.

INTRODUCTION Marketing Communications are messages and related media used to communicate with a market. Those who practice advertising, branding, direct marketing, graphic design, marketing, packaging, promotion, publicity, sponsorship, public relations, sales, sales promotion and online marketing are termed marketing communicators, marketing communication managers, or more briefly as marcom managers. Traditionally, marketing communication practitioners focus on the creation and execution of printed marketing collateral; however, academic and professional research developed the practice to use strategic elements of branding and marketing in order to ensure consistency of message delivery throughout an organization - the same "look & feel". Many trends in business can be attributed to marketing communication; for example: the transition from customer service to customer relations, and the transition from human resources to human solutions and the trends to blogs, email, and other online communication derived from an elevator pitch. Integrated Marketing Communications is a term used to describe a holistic approach to marketing communication. It aims to ensure consistency of message and the complementary use of media. The concept includes online and offline marketing channels. Online marketing channels include any emarketing campaigns or programs, from search engine optimization (SEO), pay-per-click, affiliate, email, banner to latest web related channels for webinar, blog, micro-blogging, RSS, podcast, and Internet TV. Offline marketing channels are traditional print (newspaper, magazine), mail order, public relations, industry relations, billboard, radio, and television. A company develops its integrated marketing communication programme using all the elements of the marketing mix (product, price, place, and promotion). Integrated marketing communication is integration of all marketing tools, approaches, and resources within a company which maximizes impact on consumer mind and which results into maximum profit at minimum cost. Generally marketing starts from "Marketing Mix". Promotion is one element of Marketing Mix. Promotional activities include Advertising(by using different medium), sales promotion (sales and trades promotion), and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. And integration of all these promotional tools along with other components of marketing mix to gain edge over competitor is called Integrated Marketing Communication. Using outside-in thinking, Integrated Marketing Communications is a data-driven approach that focuses on identifying consumer insights and developing a strategy with the right (online and offline combination) channels to forge a stronger brand-consumer relationship. This involves knowing the right touchpoints to use to reach consumers and understanding how and where they consume different types of media. Regression analysis and customer lifetime value are key data elements in this approach.

Promotional Tools of Communication

SALES PROMOTION According to the Institute of Sales Promotion, "Sales Promotion comprises that range of techniques used to attain sales or marketing objectives in a cost effective manner by adding value to a product or service either to intermediaries or end users, normally but not exclusively within a defined time period." Sales promotion is any initiative undertaken by an organisation to promote an increase in sales, usage or trial of a product or service. Here are some examples of popular sales promotions activities: (a) Buy-One-Get-One-Free (BOGOF) - which is an example of a self-liquidating promotion. This is known as a PREMIUM sales promotion tactic. (b) Customer Relationship Management (CRM) incentives such as bonus points or money off coupons. There are many examples of CRM, from banks to supermarkets. (c) New media - Websites and mobile phones that support a sales promotion. (d) Merchandising additions such as dump bins, point-of-sale materials and product demonstrations. (e) Free gifts e.g. Subway gave away a card with six spaces for stickers with each sandwich purchase. Once the card was full the consumer was given a free sandwich. (f) Discounted prices e.g. Budget airline such as SpiceJet and Indigo, e-mail their customers with the latest low-price deals once new flights are released, or additional destinations are announced. (g) Joint promotions between brands owned by a company, or with another company's brands. For example fast food restaurants often run sales promotions where toys, relating to a specific movie release, are given away with promoted meals. (h) Free samples e.g. tasting of food and drink at sampling points in supermarkets. (i) Vouchers and coupons, often seen in newspapers and magazines, on packs. (j) Competitions and prize draws, in newspapers, magazines, on the TV and radio, on The Internet, and on packs. (k) Finance deals - for example, 0% finance over 3 years on selected vehicles.

ADVERTISING Advertising is the promotion of a company’s products and services carried out primarily to drive sales of the products and services but also to build a brand identity and communicate changes or new product /services to the customers. Advertising has become an essential element of the corporate world and hence the companies allot a considerable amount of revenues as their advertising budget. There are several reasons for advertising some of which are as follows:     

Increasing the sales of the product/service Creating and maintaining a brand identity or brand image. Communicating a change in the existing product line. Introduction of a new product or service. Increasing the buzz-value of the brand or the company.

Mentioned below are the various categories or types of advertising: Print Advertising – Newspapers, Magazines, Brochures, Fliers The print media have always been a popular advertising medium. Often the newspapers and the magazines sell the advertising space according to the area occupied by the advertisement, the position of the advertisement (front page/middle page), as well as the readership of the publications. Outdoor Advertising – Billboards, Kiosks, Tradeshows and Events Outdoor advertising is also a very popular form of advertising, which makes use of several tools and techniques to attract the customers outdoors. The most common examples of outdoor advertising are billboards, kiosks, and also several events and tradeshows organized by the company. Broadcast advertising – Television, Radio and the Internet Broadcast advertising is a very popular advertising medium that constitutes of several branches like television, radio or the Internet. The cost of television advertising often depends on the duration of the advertisement, the time of broadcast (prime time/peak time), and of course the popularity of the television channel on which the advertisement is going to be broadcasted.

Covert Advertising – Advertising in Movies Covert advertising is a unique kind of advertising in which a product or a particular brand is incorporated in some entertainment and media channels like movies, television shows or even sports. Surrogate Advertising – Advertising Indirectly Surrogate advertising is prominently seen in cases where advertising a particular product is banned by law. Advertisement for products like cigarettes or alcohol which are injurious to heath are prohibited by law in several countries and hence these companies have to come up with several other products that might have the same brand name and indirectly remind people of the cigarettes or beer bottles of the same brand. Public Service Advertising – Advertising for Social Causes Public service advertising is a technique that makes use of advertising as an effective communication medium to convey socially relevant messaged about important matters and social welfare causes like AIDS, energy conservation, political integrity, deforestation, illiteracy, poverty and so on. Celebrity Advertising Using celebrities for advertising involves signing up celebrities for advertising campaigns, which consist of all sorts of advertising including, television ads or even print advertisements.

PERSONAL SELLING Personal selling can be defined as follows: Personal selling is oral communication with potential buyers of a product with the intention of making a sale. The personal selling may focus initially on developing a relationship with the potential buyer, but will always ultimately end with an attempt to "close the sale" Personal selling is one of the oldest forms of promotion. It involves the use of a sales force to support a push strategy (encouraging intermediaries to buy the product) or a pull strategy (where the role of the sales force may be limited to supporting retailers and providing after-sales service).

What are the advantages of using personal selling as a means of promotion? • Personal selling is a face-to-face activity; customers therefore obtain a relatively high degree of personal attention • The sales message can be customised to meet the needs of the customer • The two-way nature of the sales process allows the sales team to respond directly and promptly to customer questions and concerns • Personal selling is a good way of getting across large amounts of technical or other complex product information • The face-to-face sales meeting gives the sales force chance to demonstrate the product • Frequent meetings between sales force and customer provide an opportunity to build good long-term relationships Given that there are many advantages to personal selling, why do more businesses not maintain a direct sales force? Main disadvantages of using personal selling The main disadvantage of personal selling is the cost of employing a sales force. Sales people are expensive. In addition to the basic pay package, a business needs to provide incentives to achieve sales (typically this is based on commission and/or bonus arrangements) and the equipment to make sales calls (car, travel and subsistence costs, mobile phone etc). In addition, a sales person can only call on one customer at a time. This is not a cost-effective way of reaching a large audience.

PUBLIC RELATIONS Public relations (or PR) is a field concerned with maintaining public image for high-profile people, organizations, or programs. Public relations (PR) concerns professions working in public message shaping for the functions of communication, community relations, crisis management, customer relations, employee relations, government affairs, industry relations, investor relations, media relations, mediation, publicity, speech-writing, and visitor relations. Public relations provides an organization or individual exposure to their audiences using topics of public interest and news items that provide a third-party endorsement[3] and do not direct payment.[4] Common activities include speaking at conferences, working with the media, crisis communications, social media engagement, and employee communication. It is something that is not tangible; this is what sets it apart from advertising. PR can be used to build rapport with employees, customers, investors, voters, or the general public.[4] Almost any organization that has a stake in how it is portrayed in the public arena employs some level of public relations. There are a number of related disciplines falling under the banner of Corporate Communications, such as Analyst Relations, Media Relations, Investor Relations, Internal Communications and Labor Relations. PR professionals focus on building relationships that help to establish rapport with publics. Public Relations professionals must know how to write clearly, speak clearly, and think analytically. These skills are necessary because in the field of PR there is constant communication between professionals and their publics. PR professionals also have to think critically so that they can come up with resolutions to problems their clients may face. There are many areas of public relations, but the most recognized are financial public relations, product public relations, and crisis public relations.   

Financial public relations - providing information mainly to business reporters. Product public relations - gaining publicity for a particular product or service (rather than using advertising). Crisis public relations - responding to negative accusations or information.

DIRECT MARKETING Direct marketing is a form of advertising that reaches its audience without using traditional formal channels of advertising, such as TV, newspapers or radio. Businesses communicate straight to the consumer with advertising techniques such as fliers, catalogue distribution, promotional letters, and street advertising. Direct Advertising is a sub-discipline and type of marketing. There are two main definitional characteristics which distinguish it from other types of marketing. The first is that it sends its message directly to consumers, without the use of intervening commercial communication media. The second characteristic is the core principle of successful Advertising driving a specific "call-to-action." This aspect of direct marketing involves an emphasis on trackable, measurable, positive responses from consumers (known simply as "response" in the industry) regardless of medium. Direct marketing is predominantly used by small to medium enterprises with limited advertising budgets which do not have a well recognized brand message. A well executed direct advertising campaign offers positive return on investment, as the message is not hidden with over complicated branding, does not directly sell more cars, instead direct advertising is straight to the point, it offers a product, service or event and explains how to get the offered product, service or event.

OBJECTIVES OF THE PROJECT •

To determine the various instruments of marketing communication used by Nestle India Limited.

•

To determine how Maggi has managed to remain the market leader in instant noodles category

•

To view its competitors and how it tackles them

•

To view what the customers think of Maggi

•

To suggest measures to improve sales further

COMPANY PROFILE

Maggi is a Nestle brand of instant noodles, soups stocks, bullion, sauces a and seasoning. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father’s mill. At that time during industrial revolution in Switzerland created factory jobs for women, who were therefore left with very little time to prepare meals. Due to this growing problem Swiss Public Welfare Society asked Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest. It was the first to bring protein rich legume meal to the market, which was followed by ready made soup based on legume meal in 1886. In 1863, Julius Maggi developed a formula to add taste to meals, which later paved the way for Maggi and other easy to make food products. Apart from two minute noodles Maggi also offers a range of product. However in India it was launched in 1980s by Nestle group of companies. Maggie had merged with Nestle family in 1947. Today, Maggi is particularly well known in India, New Zealand, Australia, Malaysia, Pakistan, Nigeria, the Philippine and Singapore for its instant Maggi noodles.

Initial Strategies of Maggi Nestle launched its noodles in the Indian market in the early 1980's. Nestle wanted to explore the potential for such an Instant food among the Indian market. It took several years and lot of money for Nestle to establish its Noodles brand in India . Maggi has faced lot of hurdles in its journey in India. The basic problem the brand faced is the Indian Psyche. Indian Palate is not too adventurous in terms of trying new tastes. So a new product with a new taste that too from a different culture will have difficulty in appealing to Indian market. Initially Nestle tried to position the Noodles in the platform of convenience targeting the working women. But it found that the sales are not picking up despite heavy promotion .Research then showed that Kids were the largest consumers of the brand. Realising this, Nestle repositioned the brand towards the kids using sales promotions and smart advertising. Now Indians are the largest eaters of Maggi Noodles in the world. Maggi Noodles is a marketing success story. During 1997 Maggi changed its formulation. It was during that time that Indo Nissin - a Japanese company launched its Noodles brand "Top Ramen" with lot of promotion and with SRK endorsing the brand. TopRamen gave Maggi a run for its money. The change in taste of Maggi was a mistake. The consumers rejected the new taste of Maggi. And in 1999 Maggi relaunched Noodles with the original taste. Nestle was ready to accept the consumers verdict and it paid off handsomely. Top Ramen could not sustain the growth it had for long. Maggi's campaigns were revolved around its "convenience to make and good to eat " qualities. Ready in " 2 minutes " was a proposition that was well received by the market. In 2005 Nestle made a very smart move. It knew that although kids love noodles, the parents were bothered about the health aspect of Noodles which was made of Maida. Hence Maggi launched Maggi Atta Noodles with the baseline " taste bhi health bhi" .Reports suggest that after 10 months of the launch , the product has been well received by Indian consumers. Maggi noodles is an example of a brand that knows the customer and willing to learn from the mistakes.

New Range of Products

 

MAGGI 2-MINUTE Noodles MAGGI Vegetable Atta Noodles

      

MAGGI Dal Atta Noodles MAGGI Rice Noodles Mania MAGGI Sauces MAGGI Pizza Mazza MAGGI Healthy Soups MAGGI Bhunna Masala MAGGI Cuppa Mania

Competitors Maggi is competing with:     

Heinz Sauces and Ketchup Knorr Soups Kissan Sauces and Ketchup Top Ramen,Yippee,Horlicks Noodles Sunfeast Pasta- Wai Wai in corresponding categories of products and variants

MARKET SHARE OF MAGGI

MAGGI

4%

TOP RAMEN

2%

94%

OTHERS

Message communication & feed back

Sender: message from NIL Encoding: NIL Ad Agency Creating the Ad Message: the Maggi Ad Media: the Newspaper, TV, Internet, etc Decoding: consumer read and assimilate the Ad Receiver: home, office, target Response: aware, will buy, will not Feedback: action from consumer to NIL Noise: distraction, not cleary receiving the message

Different Communication Media used by NIL

TELEVISION ADVERTISEMENTS Initially Maggi was targeted at the working woman and later the upper middle class kids. Maggi was a sponsor for Hum Log, a popular television show on Doordarshan, India’s sole channel in 1984. Maggi is now targeting its products at the entire family and not only kids. Maggi had launched “MAIN AUR MERI MAGGI” campaign in commensuration of 25 years of Maggi in India.

PRINT ADS Maggi did 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 2003 to celebrate 20 years of its product in India.

Maggi came out with advertisements in some weekly magazines for its atta noodles and rice noodles variants. Maggi’s expenditure on print media is much lower compared to other media.

Sales Promotion Objectives    

To introduce new products To attract new customers and retain the existing ones To maintain sales of seasonal products To meet the challenge of competition

Tools     

Exchange schemes Price-off offer Coupons Scratch and win offer Money Back offer

Maggi Noodles or Retailers sales promotion initiatives   

Maggi was distributed free in schools and offices to promote trial Return gifts on empty packs Maggi fun book and stickers with funky animal facts.

Organized retails Sales Promotion 7% discounts on 6 piece pack (56 MRP), 5 rupee discount on 8 piece pack( 78 MRP). These are promotional schemes given by retailer itself not by NIL. Company came up with schemes like giving one soup pack with 8 piece pack. In the past, the company had promotional schemes like 4 piece pack for Rs 36 instead of Rs 40

Public Relation The Maggi Club - the children under 14 were invited by press advertisements and distribution of leaflets to become a member of maggi club by sending logos cut from 5 empty maggi wrappers. Maggi projected it as “maggi clubbers are fun lovers” and intended to use it as reference group. Benefits offered to maggi-clubbers are various games like Snap safari game, Cap and mask sets, travel India game, Disney today comic. To obtain each gift the member has to send 5 wrappers as purchase proof. Some special privileges were given to regular members time to time like, discounted tickets of theme parks. Organized Maggi school quizzes and sketching RESULTS OF PR ACTIVITY:    

Getting closer to regular customer. Boosted the sales. Making valuable direct marketing Recently, again, they have started Maggi fan club. This time it is operating online and they are providing user name and password.

Interactive marketing 

  

“Interactive marketing is the ability to address the customer, remember what the customer says and address the customer again in a way that illustrates that we remember what the customer has told us.” (Deighton 1996). Interactive Marketing refers to the evolving trend in marketing whereby marketing has moved from a transaction-based effort to a conversation. The Consumer interacts with the online sellers, eg, requiring more information, by sending an e-mail or clicking a link and answering a questionnaire. Special site dedicated for the said purpose-www.meandmeri.in

Messages Maggi Noodles MAGGI 2-MINUTE Noodle "Taste Bhi Health Bhi“ Chaska Taste ka, Health Rice ka MAGGI RICE NOODLE MANIA comes as another unique TASTE BHI HEALTH BHI offering from the house of MAGGI. MAGGI Vegetable Atta Noodles, an offering that exemplifies "Taste Bhi Health Bhi". “Just add garam paani … Carry on jaani” Other tools    

Sponsoring School Sports event (higher secondary students) Organizing Maggi painting competition, for school children till standard 7th Introducing Maggi news letter for teenagers every month. (consists of general knowledge, diet essentials, puzzles, jokes, brain games and many other interesting things) Moving Van, painted about maggi, near colleges and shopping places, which would provide cooked maggi for Rs. 5



Organizing Maggi Happy Healthy Family day, as a freak out place with parents (just like in fairs, filled with games, eatables and awareness about the heath contents in maggi noodles)

RESEARCH OBJECTIVE    

To understanding the attitude and liking for the product and brand in market To determine the usage pattern of consumers To determine the competitive scenario To determine the effectiveness of Maggi in retaining consumers

RESEARCH Methodology The research carried out is an exploratory research that is; it has only determined the consumer perception and awareness about Maggi.

RESEARCH PLAN: Research Design: The research will be carried out in the form of a survey which will be done in areas near Park Street, Kolkata.

Sample Design: The target population for the study is students and youngsters between age groups 18 to 30.

Sample Size: The sampling unit is 50.

DATA COLLECTION PLAN There are two types of data collection method used: Primary data-. The data is acquired via communication with the respondents. The respondents include consumers of Maggi and personal interviews were undertaken with the respondents Secondary data- secondary data collection method was used by referring to various websites, books, magazines, journals and daily newspapers for collection information regarding project under study

Literature Review The research will be carried out in the form of a survey. This will include primary research in addition to secondary research . The survey research method will be descriptive research design. Each respondent will be interviewed through a Questionnaire containing 13 questions. The sample will be selected by a simple random sampling method. The survey will address the following information area:

Information Areas: The objective as spelt out can be elaborated into specific information areas to be studied.

 How do customers perceive Maggi as a stable brand, their perception of noodles and how do they associate themselves with Maggi?  Are the consumers aware of Maggi Brand or they associate noodles with some other brand?  Do they consider noodle as a healthy product or they are aware of the company’s strategy of repositioning it to a healthy product by the launch of some of the new products?  Which product from the entire basket of Maggi products do the consumers consider as the best selling product for Maggi and to which the consumers frequently buy?

1.When you think of noodles which brand comes to your mind? Options

No. of respondents

Maggi

38

Top Ramen

10

Others

2

40 35 30

MAGGI

25

TOP RAMEN OTHERS

20 15 OTHERS

10 5

TOP RAMEN

0 BRAND

MAGGI

2. Why do you prefer it? Options Flavour Price Taste Brand Image

No. of respondents 14 12 18 6

flavour

price

taste

brand image

3.According to you which age group prefers Maggi most? Options 4-12 13-26 27-40 Above 41

No. of respondents 26 20 3 1

30

25

20 4 to 12 13 to 26

15

27 to 40 above 41

10

5 AGE GROUP 0

4 to 12

13 to 26

27 to 40

above 41

4.Do you think maggi is affordable? Options Yes No

No. of respondents 46 4

Affordable

8% Yes 92%

No

5.Since when have you been eating maggi? Options Less than a year 1-5 years 6-10 years Above 10 years

No. of respondents 3 22 15 5

above 10

Less than a year

6 to 10

1 to 5 6 to 10 above 10

1 to 5

Less than a year

0

5

10

15

20

25

6.Do you think Maggi is a healthy product? Options Yes No

No. of respondents 20 30

60% 40%

Yes No

7.Are you aware of the new variants of maggi? Options Yes No

No. of respondents 48 2

Chart Title

AWARENESS

94%

95%

96%

97%

Yes

98%

No

99%

100%

8.Have you tried the new variants? Options

No.of respondents

Yes

18

No

32

35 30 25 20

Yes

15

No

10 5 0 TRIAL

9.Of those of you who have tried the new variants, do you think it is better than maggi masala? Options

No. of respondents

Yes

7

No

11

YES

NO

39% 61%

10.Do you think attractive advertisement helped Maggi to increase their sales?

Options Yes No

40 35 30 25 20 15 10 5 0

No. of respondents 38 12

Yes No

No Yes

11.What is your overall experience with maggi? Options Very Good Good Average Bad

No. of respondents 22 13 10 5

25 20 Very Good Good

15

Average Bad

10 5 0

Average Very Good

12.What suggestions would you give to increase the sales of maggi? Options Improve Promotions Evolve new flavours Improve Packaging Reduce Price

No. of respondents 10 24 12 4

Promotions

Flavour

Packaging

Price

13.Do you plan swithching to another brand? Options Yes No

No. of respondents 7 43

Switching

14%

Yes No

86%

RESEARCH FINDINGS • • • • • •

• •

92% of the respondents feel that maggi is affordable. Awareness about new variants in maggi is high it is almost 96% But only 36% have actually tried the new ones Rest are either brand loyal to masala maggi or perceive no other flavor can be comparative to masala flavor. Many gave reasons that all flavors are not available at the their retail shop. 61% out of who have tried the new variants did not like the taste as much as masala maggi. Thus, it becomes a negative word of mouth. 60% of the people feel that magi is not healthy inspite of the new healthy variants. This was the primary reason why they are inhibited to consume magi regularly by their parents. If Maggi variants connoted with healthy food contents and also satisfying as a meal, it would be preferred by the respondents. 86% of the respondents were satisfied with magi and do not plan switching to other products in the future. Packaging is attractive and good but few suggested that its now time to bring some change in packing as it has grown old.

Research Analysis • • • •

Maggi has a very good association with hunger satisfaction. Purchase decision is mostly in hands of Mothers in the family. Usage by all in the family, over the age of 18 yr. Main USP- Taste, (and its flavours and Low price).

Competitive Positioning: Maggi is easy to cook, instant, delicious compared to Top Ramen being thin noodles.

SWOT Analysis

Strengths 

Market leader in the noodles category. Anytime anyone prefers Maggi as noodles.



It has a huge brand loyalty.



It has developed the huge distribution channel network over thousands of distributors, retailers etc. hence Maggi is available in every shop right from the supermarket till food malls.



Innovative products for Indian taste buds such as Maggi, Maggi masala, chicken Maggi, tomato flavor which helped them grabbing more market as customer needs variety and they loved those flavors as well.



The advertising strategy for Maggi was a super hit as their tagline itself was very effective and grabbed the consumer’s mind.

Weakness The weakness of the product was it was earlier heavily dependent on only one flavor which consumers get bored after a time and stops buying the product which hits the market sales of the product. It contains Maida, so there are some health related issues for this product such as constipation and it does not give sufficient required proteins and vitamins to children.

Opportunities The greatest opportunity for the product Maggi is their 

Unexploited rural markets as so far they have mainly targeted cities and developed areas.



Number of youths working nowadays are increasing rapidly, so they can open new branches and employ these people and increase production and their by sales and profits by targeting rural markets.



Increased affinity of Indians towards chinese cuisine creates new opportunity for

Threat 

Presence of regional competitor’s e.g Top Raman, Ching’s noodles.



Price war strategies adopted by other brands like Top Raman.

Maggi right now is a leading brand in India as well as the world. It has successfully established itself as a noodle brand that can be made in 2 minutes and can be cooked very easily. The simple process of making and different taste makes it the most loved noodle brand. Reasonably competitive price gives it another advantage; packs of every size are available in the market. Nestle has priced it in such a way that it has always been affordable to the consumer. The company has a creative interaction blogs for customers where people can discuss about various topics if any problem is discussed about the product the company gets to know it. Direct and continuous contact with customers is maintained at www.maggiclub.in

Maggi normally focuses mainly on health benefits; it not only wants itself to be tasty but nutritious as well. This is the reason why it always keeps on adding nutritional value to it.

1. Strengthen and use the Distribution : NIL should focus on distribution channels and use of the distribution channel to expand its market to Rural India with products targeted to the market. It is the way it could increase its volume of sales.

2. Increase the Usage of Maggi Brand Products: Since Maggi Noodles and Maggi Sauce is market leader it has to adopt strategy to increase the usage of the product to protect its market share. As it cannot further grow sales drastically in the same segment, only way is to increase product usage like Noodles for breakfast Ketchups in biscuits.

3. Launch Health Awareness Promotion Campaign : NIL should launch Health Awareness campaign to educate consumers about the benefits of health food. It could sponsor health camps, publish health information.

4. Enter into other product category like Biscuits, Chips and Snacks with New Brand: To enlarge its domain, NIL should enlarge its product segment. It would spread economies of scale to customers in the form of price.

•

PHILIP KOTLER,Marketing Management

•

Wikipedia

•

www.scribd.com

•

Nestle website

•

www.maggiclub.in

•

Google

Thank You and DO GO AND HAVE YOUR MAGGI TODAY!