Synopsis of Maggi

TITLE: Maggi Noodles:Magic of The 2-Minute Campaign
Subject: Research Methodology
Synopsis of Research Paper from Indian Journal of Marketing April,2012

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TABLE OF CONTENTS: Sr.No. 1 2 3 4 5 6 7 8 9 10 Contents EXECUTIVE SUMMARY INTRODUCTION OBJECTIVES OF THE STUDY RESEARCH METHODOLOGY STPD ANALYSIS MAGGI NOODLES: SWOT ANALYSIS MARKET PENETRATION STRATEGIES FAILURES CAUSES STEPS TO INCREASE MARKET SHARE CONCLUSION Page No. 2 2 2 2 2 2 2 3 3 3
1. EXECUTIVE SUMMARY The report entitled Maggi Noodles: Magic of The 2-Minute Campaign deals with the study of Maggi brand that was launched in India in the year 1982, by Nestle India Limited, which became synonymous with noodles. This research paper tries to determine the strategies adopted by Maggi noodles to grow its market share. 2. INTRODUCTION Nestle India Limited a subsidiary of Nestle S.A. of Switzerland is the market leader in Indian Noodle Market, with its Maggi Brand of Noodles launched in 1982 in the packaged food market of India. 3. OBJECTIVES OF THE STUDY
To determine the strategies adopted by Maggi noodles to grow its market share. SWOT Analysis of maggi Noodles. To determine the reasons why Maggi atta noodles failed to capture the taste buds of the Indian consumers. Hurdles faced by Maggi noodles.
4. RESEARCH METHODOLOGY Secondary data has been collected from various sites, magazine & newspaper. 5. STPD ANALYSIS OF MAGGI BRAND Segmentation -Lifestyle -Habits Of Urban -Families. Target The Kids, Youth, Office Goers & Working Woman Positioning 2 Minutes Noodles Tasty bhi,Healthy bhi Easy To Cook, Good Differentiations Veg Atta Noodles-Health Conscious, Rice Mania-Teenage, Cuppa Mania- Office Goers &
TITLE: Maggi Noodles:Magic of The 2-Minute Campaign To Eat. 6. MAGGI NOODLES: SWOT ANALYSIS
Subject: Research Methodology Working Woman.
STRENGTH Market leader in their segment Innovative flavours. Strong Global Corporate brand Strong promotional schemes R& D divison in India SWOT ANALYSIS OPPORTUNITY Growing package & canned food market in India by 15 % annually. Affinity of Indians to Chinese foods. Increasing number of working class in India. High brand awareness of Indian Consumers. Substitute for other snacks.
WEAKNESS Generic Brand to Noodles in India. Low Rural Market presence. Brand Proliferation Uniform Brand for all food categories. THREAT Price war with competitors. Strong presence of regional competitors Consumers dont perceive it as a Healthy Product Single product focused competitors. Less entry barriers in the Market segment for product category.
7. MARKET PENETRATION STRATEGIES: 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
8. FAILURES CAUSES (why Maggi Atta noodles failed):
Difficulty in appealing to the Indian market. The price of Atta noodles was a little more than the Maggi 2 minutes noodles. In October 2008, The British Advertising Standards Authority said that claim made by Nestle that Maggi noodles help to build strong muscles and bones was false. Contains the additives partly prepared from fish. Lack of essential nutrients like Vitamin A & C.
9. STEPS TO INCREASE MARKET SHARE:
Strengthen & use the distribution channels to expand its market to rural India which could increase its volume of sales. Increase the usage of Maggi brand products like Noodles for breakfast to protect its market share. Launch health awareness promotion campaigns, sponsor health camps & publish health information. Focus on creating distinctive image based on twin benefits of instant & healthy.
TITLE: Maggi Noodles:Magic of The 2-Minute Campaign
Subject: Research Methodology
Offer Pasta as the Indian pasta market is seeing a huge growth. Must adopt a low price strategy to retain the price conscious segment.
10. CONCLUSION
Nestle India, tried to make extensions of the Maggi brand to a number of products like,Maggi Atta Noodles,Cuppa Mania,Dal Atta Noodles ,Maggi Rice Noodles with 3 variants . In the late 1990s when Nestle changed the formulation of its tastemaker, the ominous packet that came along with Maggi Noodles, a major chunk of consumers were put-off and sales started dropping. Maggis competitors like TopRamen & others took advantage of the situation and started a parallel aggressive campaign to eat into Maggis market share. Maggi quickly realised this and went back into making the original formula coupled with a free sampling campaign wining back its lost consumers and pushed up its sales volumes again. Analyst says that Nestle has the potential to expand the Rs. 1,300 crore instant noodles category. The instant noodle market is worth over Rs. 1,500 crore & is growing at a rate of over 17-20 % per year due to rise in the number of working professionals living away from parents,lack of time,& premium placed by consumers on convenient food options. One key reason for growth is the ease & speed with which it can be cooked.

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TITLE: Maggi Noodles:Magic of The 2-Minute Campaign

Subject: Research Methodology

Synopsis of Research Paper from Indian Journal of Marketing April,2012

Subject: Research Methodology Working Woman.

8. FAILURES CAUSES (why Maggi Atta noodles failed):

9. STEPS TO INCREASE MARKET SHARE:

TITLE: Maggi Noodles:Magic of The 2-Minute Campaign

Subject: Research Methodology

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