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 vMAGGI NOODLES
NOODLES )
QTY 50g 100g 200g 400g 600g
QTY PRICE
85g Rs 15 PRIC Rs 5 Rs 10 Rs 20 Rs 40 Rs 59
350g Rs 59 E
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”

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

maggi ho jaaye”

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 : PER MONTH SALES:
 
MAGGI : 600 gms Rs TOP : 480 g Rs 50
59 RAMEN
 8 TO 10 CARTONS
1O TO 15 CARTONS 
 (20 PACKETS IN EACH
(20 PACKETS IN EACH CARTON)
CARTON) 
 SUPPLY CHAIN
NESTLE INDIA LIMITED

DISTRIBUTORS

WHOLESALE MARKET RETAIL MARKET

CONSUMERS
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 YOU

o g v
a N o o dles .
o m i n ute……
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