Download - Maggi product life cycle
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MARKETING ASSIGNMENT
ON
04/07/2010
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Submitted by
• Saurabh Chaudhari• Atul Singh• Nitish Singh• Ankur Agarwal• Shakti Singh
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ORIGIN
In 1863, Julius Maggi developed a formula to bring added taste to meals
Nestle (Swiss company/1866/Henri Nestle)
Maggi merged with Nestlé in 1947
Launched in India in 1983
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FEW FACTS Maggi
Australia, India Malaysia, New Zealand Nepal, South Africa Singapore, The Philippines
India tops
Nestle 50% market share 250 crores
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PRODUCTS
ProductsTraditional 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
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PRODUCT LIFE CYCLE
Product life cycle is a concept that provides a way to trace thestages of a product’sacceptance , fromits introduction(birth) toits decline
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. 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
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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.
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GROWTHINCREASED 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
“GOOD TO EAT FAST TO COOK.”
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MATURITY Declining sales growth Saturated market. Extending product line. Large promotional offers. Entrance of new player -DURING THE PERIOD OF 90’S MAGGI FACES
THE TOUGH COMPETITION FROM TOP RAMEN.
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MATURITY CONT… 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.
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DECLINE
Sales saw a decline in 1990’s. -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.
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Competition & Problem
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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 intresting ads.
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NEED RECOGNITION
Key needs of the Indian market –
Good quality food
Fast & easy to cook and hence convenient
Different varieties
Value for money
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SWOT Analysis STRENGTHS
Leader Loyal consumers Wide distributionInnovation
WEAKNESS
One flavorHealth related issuesRural market
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SWOT Analysis
OPPORTUNITIES
Rural marketIncreasing working youthPreference for Chinese food and fast food
THREATS
Competitive pricing Strong presence of regional competitors
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MARKET RESEARCH
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MARKET RESEARCH
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THANK YOU
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