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Published on March 28, 2011

Author: aSGuest91954

Source: authorstream.com

Slide 1: Marketing strategies of maggi Submitted TO:P.MURALIDHARAN by, SUGANTHAA.M RACHANA HEBSUR Slide 2: Nestle is a Swiss company founded in 1866 by Henri Nestle. Nestle market its products in 130 countries across the world. Nestle sells over a billion product every day. Nestle put the nutrition as the core of their business, Nestle main focus is on health and wellness. The main consideration of Nestle is Good Food, Good Life to all consumer. Introduction Slide 3: Food and beverages plays a important role in people’s life- not only because of enjoyment and social pleasure of eating together, but more in more terms of personal health and nutrition. Nestle is committed to provide their customer, consistent quality, safety as well as value for money and convenience. Great taste is the fundamental of their products and consumer appreciation of good food. Priority on nutrition, health and wellness. Core of Nestle Business Good Food, Good Life Slide 4: Nestlé Norden’s aim is to meet the various needs of the consumer every day by marketing and selling food of a consistently high quality. Vision Statement : Mission Statement: To become an inspiring growth partner that delivers creative, branded food and beverage solutions enabling operators to innovate, and delight our consumers. Slide 5: Good to know Factual information on nutrition content Good to remember Tips for healthy lifestyle, cooking and diet Good to talk Consumers call to their consumer services teams or log on to their website. Objective of Nestle Slide 6: Maggi noodles is a brand of instant noodles made by Nestle. It was founded by the Maggi family in Switzerland in the 19th century. Maggi is the iconic brand of Nestle. Maggi has been Nestle’s flagship culinary brand not only in India, but globally as well. Maggi in India Slide 7: Maggi in India is best known for its flagship product of instant noodles with its various desi sub-segments such as the traditional dal atta , veg atta and rice noodles along with their various variants, Curry, Masala, Tomato, Chicken in the traditional and Shahi Pulao, Lemon Masala and Chilly Chow in the rice noodle segments. Nestle unleashed Brand Maggi in India almost 25 years ago in 1983 with the launch of its traditional ‘2-minute noodles’ in its masala , tomato and chicken flavours, followed by its curry flavour some years down the line. Maggi in India Slide 8: Maggi launched in India at a time when the instant noodle was not that well known a category. When 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. Maggi in India Slide 9: There was a key need for a product that provides good quality food and at the same time was convenient. Maggi visualized that there should be a product which take less time to cook and consumer uses that product to get fast relief from hunger. First, Maggi targeted at the kids, because they know these segment want such kind of product from which they can get relief, whenever they feel hungry. As the result, they came up with Maggi- 2minute Noodles. Need recognition of Indian Consumer Slide 10: Maggi Stocks White Rice Seasoning Chicken Stock Chicken Stock- less salt Beef Stock& Vegetables Stock Soups Cook up Soups Instant Soups Products of Maggi Slide 11: Products of Maggi Products of Maggi 2 minute Noodles Chicken flavor Vegetables flavor Pizza flavor Curry flavor Cheese flavor Ketchups Tomato Chilli Garlic Chilli Extra-Hot Chilli Slide 12: Segmentation: Age Life style Eating habits of urban families Targeting Kids Youth Office Goers Working women Positioning Easy to cook, Good to Eat 2-minute Noodles STP Analysis Slide 13: Competitors of Maggi Maggi Ketchup Heinz Tops Kissan Cremica 2 min Noodles Top Ramen (tough competitor in terms of pricing) Soups Knorr soups Slide 14: SWOT Analysis Strength Market leader in their segment Strong brand loyal consumer base Wide range of distribution channel Product according to the need of indian consumer Innovative product Opportunity Increasing number of working youth Product has been acceptable in youth category Shift to rural market Changing preference of consumer toward Chinese food and fast food. Weakness Product are dependent on each other Not so much presence in rural market Threat Price war with competitors Strong presence of regional competitors BCG Matrix of Tiger: BCG Matrix of Tiger BCG Matrix According to BCG matrix Maggi stands in star box because it has high market growth rate as well as high market share. Slide 16: New Entrants No potential threats of new Entrants for maggi noodles Industrial Rivalry Top Ramen Chowmeen, etc. Suppliers Distributors, Raw material suppliers , Packaging. Buyers Customer mindset, Brand image Substitutes Chowmeen , Fast food , pasta, Macaroni. Michael porter’s Five Forces Model Slide 17: Promotional campaigns in schools Advertising Strategies Focusing on Kids Availability in different pack sizes Packing is the biggest plus point of Maggi market penetration They have product available in all sizes to tap the categories of consumer New product innovations Market Penetration Strategies Of Maggi Noodles Slide 18: Brand recall and Future trends Introducing a fictitious character who can connect with kids for better brand recall. Organization contests, Games and industrial visits for school kids to further strengthen the brand image. Invite housewives to send new innovative recipes made from maggi and introduce rewards for the same. Foray into the Chinese food segment by introducing branded products for chowmeen, schezwan and Hakka noodles. Slide 19: Thank you

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