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STRATEGIC

MANAGENMENT
OF
NESTLE MAGGI

Submitted To Submitted By-


Mr. Pankaj Dhingra Passion Group

BRIEF HISTORY
Nestle India Limited(NIL) is the market leader in
Indian Noodle Market with it’s Maggi Brand of
Noodles which was pioneer brand launched in 1983
in the packaged food market of India. In, 19th
century when industrial revolution in Switzerland
created factory jobs for women, they get very little
time to prepare meals. very little time to prepare
meals. Due to this growing problem Swiss Public
Welfare Society asked a miller named Julius Maggi
to create a vegetable food product that would be
quick to prepare and easy to digest. Julius maggi
came up with a formula to bring added taste to
meals in 1863. India is the largest consumer of
Maggi noodles in the world.
After conducting an extensive research, the firm
found that the children were the biggest
consumers of Maggi noodles. Quickly a strategy
was developed to capture the kids segment with
various tools of sales promotion like pencils, fun
books, maggi clubs which worked wonders for it.
No doubt the ads of maggi have shown a hungry
kid saying ’’Mummy bhookh lagi hai’’ to which his
mom replies ’’Bas do minute!’’ and soon he is
happily eating Maggie noodles.
COMPETITORS:
Maggi is competing with:
• Top ramen

• Cup noodles

• Sunfeast pasta

STRATEGIES ADAPTED BY
NESTLE MAGGI -

• Nestle at the initial stage was targeting on


the house lady. But very soon it realizes
that its target segment is not them. It came
to know that most of the child and teenager.
So they changed their positioning and came
with the positioning of two minutes noodles
which is targeted for the teenagers for their
convenience and they can easily make it.
Through its ads, NIL positioned Maggi as a
'fun' food for kids which mothers could
prepare easily. Taglines like 'Mummy,
bhookh lagi hai' (Mom, I'm hungry), 'Bas 2-
Minute,' (Only 2 minutes) and 'Fast to Cook
Good to Eat' effectively communicated the
product's benefits to target consumers.

• Nestle also target the house lady by


introducing the health noodles.

• In 2005, NIL launched another instant Maggi


Vegetable Atta Noodles. A healthy instant
noodles product made of whole wheat flour
and vegetables.

• In 2006, NIL launched another instant Maggi


Dal Atta Noodles. Another healthy instant
noodles but as a consumer didn’t like the
taste of new noodles.

• Nestle also using the strategy of brand


extension for attracting more customers
because every customer have different
choices. NIL extended the Maggi brand to
a variety of culinary products like:
Maggi Noodles ….
 2 Minute Noodles
 Vegetable Atta Noodles
 Dal Atta Noodles
 Rice Noodles .
o

STDP Analysis-

SEGEMENTATION:-
• Maggi segmented their market on the
basis of life style and eating habits of
the Indian consumer.
• The target audience of Maggi is kids,
teenagers and office going mothers
• Maggi also targeted to those
segement who is not in favour of
noodles ingredient(maida),for such
they introduce maggi atta ,maggie
dal, maggi rice.
TARGETING-

 Kids
 Youth
 Office
 Working women

DIFFERENTATION-

POSITIONING-
• Nestle made the Slogan ‘Bas 2
minute’. It helps mothers with
the promise of ‘fast to cook
and good to eat’ snacks. Easy
to cook, Good to Eat.
• maggi was focusing their ads
based on children's taste and
health.

PRODUCT MIX-

MAGGI

2 min ketchup
soups
noodles s
2 Min Noodles Tomato Soup
tomato Chicken Flavour hot n
sour Chilli Garlic
Veg. Flavour chicken soup
Chilli
Pizza Flavour
Extra Hot
Curry Flavour
Cheese Flavour

MARKET SHARE OF MAGGI


NOODLES IN INDIA
ANALYSIS-
o Increasing number of working youth.
o Shift to rural market
o Changing preference of consumer
toward Chinese food and fast food.