Professional Documents
Culture Documents
04/07/2010
ORIGIN
In 1863, Julius Maggi developed a formula to bring added taste to meals Nestle (Swiss company/1866/Henri Nestle)
FEW FACTS
Maggi Australia, India Malaysia, New Zealand Nepal, South Africa Singapore, The Philippines India tops Nestle 50% market share 250 crores
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 CONT
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 aids etc. .
REINTRODUCTION OF PRODUCT
IN 1999 company again changed the formation of its products. Company increased the distribution of its products. Along with children on working women company also focused on other segments also. Company came up with various interesting ads.
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 Increasing working youth Preference for Chinese food and fast food THREATS Competitive pricing Strong presence of regional competitors
04/07/2010
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MARKET RESEARCH
MARKET RESEARCH
THANK YOU
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