The Brand Maggi
Nestle
Good food good life
Outline of the presentation
• Nestle company profile and basic product
category
• Maggi noodles
• Market share, initial strategy
• Product protection
• PLC,SWOT,STPD Analysis
• Market penetration strategies and hurdles
• Current scenario and suggestive promotional
Strategies
About Nestle
• The company dated to 1967
• Henry Nestle developed a milk based
baby food and soon began marketing
which was the first product of nestle
Nestles product list
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Nestle milk maid
Magi pickup
Magi pizza maze
Magi sauces
Nestle munch
Nestle Milo
Nestle ice tea
Nestle natural dahlia etc
What brand name comes to your
mind when I say the word Noodles
• Magi
Market share
• Magi has 94% Market share
• Top Ramen has 4%
• Others 2%
Initial Strategies of Magi
• It has faced lot of hurdles in India
• The major being Indian psyche
• Initial Targeting was working women in the
platform of convenience
• However despite heavy media advertising
sale of magi was not picking up
• Hence NIL conducted a Research
Cont………..
• NIL promotions positioned the noodles as
convenience to mothers and fun for kids
• Tagline “ Fast to cook, good to eat” in line
with the positioning
• They promoted further by distributing free
samples, giving gift on return of empty
packets
• Effective tagline communication “2 minute
noodles, Taste phi health phi”
Product protection in market
• The word “Noodles” was registered By
Nestle India in 1984
• Magi is the trademark for noodles category
products from the year 1984
Product life stages
120
2010
2005
100
2000
80
1995
60
1990
Series1
Series2
1985
40
1980
20
1975
0
1970
1
2
3
4
SWOT ANALYSIS
Strength
• Market leader
• Brand loyally
• Distribution channels
• Innovative flavors
Weakness
• Heavily dept on one
flavor
• Health related issues
Opportunities
• Unexploited rural market
• Increasing no. of working
youths
• Affinity of Indians to
Chinese food
Threats
• Strong presence of
regional competitors
• Competitive pricing (top
Ramen)
DSTP
Differentiation : Taste,Flavor,packaging
Segmentation : Based on lifestyle and habit
of urban Families
Targeting : Kids.Office goers
Positioning : With Statements such as 2
minute Noodles and easy to cook and
good to eat
DSTP Analysis
Differentiation : Taste.Flavor,packaging
Segmentation : Age,Eating habit,lifestyle of
urban families
Targetting : kids,youth,office goers,working
women,health conscious people
Positioning : easy to cook good to eat,2
min noodles,taste bhi health bhi
Market penetration Strategy
• Promotional stratergy in school
• Advertising straight focus on kids
• Innovative new products – veg atta
noodles,dal atta noodles,cuppa mania
• Availability of diff packages50,100,200gms,400gms-family pack
• Conducting regular market survey
Hurdles Faced
• Saw decline in 1990- formulation changed
from fried base to air dried base
• competition in noodle market – top ramen
• New product failer – dal atta noodle in
sambhar flavor
Current scenario of maggi
• Leading brand in india and world over
• Reasonable competitive pricing
• Creative interactive blogs for customers
www.maggi-club.in
Suggestive promotion
• Focus on creating distinctive image, based
on twin benefit of instant and healthy with
emphasis on health conscious and rural
market
• Conduct promotional campaigns at
schools in small towns with population not
more than 1000
• Strengthen the distribution channel of rural
areas within 100 km of all the metros
Some more …………
• New advertising campaign (tv,radio,print,media
commercials)
• Conduct market research to find out the market
penetration of the product in the rural areas
covered
• Packaging to be tweaked to accommodate the
pictures of consumers chosen by the company If
the consumer has a story to tell about
maggi,putting him or her on packaging,print or tv
• Brand extentions –like maggi bhuna
masala,maggi cupa mania instant noodles