nestle maggi

AFTAB ALIHARSH MELWANIJAPJEEV SINGHPARTH KHAKHARPRITHVEERAJ WHABI

Nestlé ‘Maggi’

Introduction toMaggi

Introduction to the product

Nestle India Ltd. (NIL)• Introduced in 1982• Subsidairy of the global FMCG Major Nestlé

New Food Category all together• Instant noodles• Retained its leadership until the early 2000s

In 2005, NIL started a healthy range

Maggi 2 minutes Noodles• It has market share of well over 90%

No serious Rivals in years yet.• ITC came out with ready to eat pasta

Only past 25 years did the brand take aboard a celebrity (Preity Zinta)

Evolution of Maggi

Sales declined during during the 1990s • Chowmin• Ramen

Competitive pricing • Local manufactures

Knorr• Same packing • Pricing

Competition

Formulating in 1997• A Mistake• Revived Mistake

Introduced other products• Soups,ketchup,pasta,etc• To create brand image

In the 2000s• Leader in the instant noodels segment• Crushing down many local competitors

Competitive strategy

STPD Analysis

•On the Basis of the Lifestyle of the people

•Habits of Urban Nuclear Families

Segmentation

•The target Audience

•Young Generation and People on the move.

Targetting

•“Easy to Cook Good to Eat , Tasty Bhi Healthy Bhi”

•“Takes just 2-minutes to make”

Positioning

Differentiation •Taste , Flavors , Packaging etc.

New Product Innovations

PromotionalCampaigns

Advertising Strategies

Market Penetrating Strategies

Sauces

Soups

Pickles

Instant Noodles

Cooking Aid

Product Categories Of Nestle

To become health

product.

Vegetable aata noodle.

First-Mover advantage Creates new market

Strategies for a Product Category

Health Products

Taste

Recipe for WomenEvents for Kids

Advertising (Print &

Electronics)

360 Degree Marketing Strategy

Target Customers

Women (Wrong Approach)

• Thoughts- Easy to cook hence convenient

Children –Young Adults (correct approach)• Tasty and fun to eat (Noodles)

New Positioning Strategy

Aggressive Marketing

Gifts/Toys given out for exchange of empty packets

Gambling with the Campaign of ‘Me and Maggi’ with emotions of the consumers

NIL’s Advertising campaigns played a great role in Promotions

Distributing Free samples Lucky Draw Winners to be be Prizes

Shifted its Focus from working women to Children and their mothers

Convenient for Mothers to cook Fun and Tasty for Children to Eat

Thank You