SEGMENTATION TARGETING AND POSITIONING OF MAGGI

NEW PRODUCT

PIZZERIA MAGGI

Segmentation: Market Segmentation divides the heterogeneous market into homogenous groups of
customers who share a similar set of needs/wants and could be satisfied by specific products. Maggi Brand have
segmented the market on the basis of lifestyle and habits of URBAN FAMILIES.

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 Demography

1) Age and sex: people of different age groups consume Maggi products. Children, teenagers, adults as well as
old people consume them. Both genders male and female consume them.

2) Income: - Maggi products are available at reasonable prices. So the lower, middle as well as the higher class
consume them.

3) Religion and nationality: - Maggi products are famous and are consumed by people of all religions and
nationality.

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 Psychograph
1) Attitude: - Consumers of Maggi have a positive attitude towards the product, which makes it the leader in
the market. Maggi dominates the market.

2) Lifestyle:- Lifestyle determines the way of living of people. It describes how a consumer leads his life. All
consumes Maggi products.

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 Targeting: Market Targeting refers to evaluating and deciding from amongst the various alternatives, which
segment can be satisfied best by the company. The Maggi Brand have mainly targeted the Kids, Youth, Office
Goers & Working Woman which falls into the category of ―convenience-savvy time misers‖ who would like to
get something instant and be over with it quickly.

1. Children and Teenagers:

 This is a large segment and is Maggi’s stronghold. The age group between 4 and 14 years has largely
similar tastes and is traditionally targeted by Maggi.
 These segments perceive Maggi instant noodles as a welcome change in taste from the regular Indian
fare and they are fascinated by the curly shaped noodles.
 For these segments innovative products also have novelty value, however, certain dominant preferences
emerge.

2. Young Adults:

 This segment is growing and has the potential of accepting Maggi as a mainstream food item as they
see instant noodles as a natural part of Indian food culture and so they are targeted by Maggi. It helps
Working women with the promise of fast to cook and good to eat snacks.

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 Positioning: Market Positioning is the act of designing the company‘s offerings and image to occupy a
distinctive place in the minds of the target market. The goal of positioning is to locate the brand in the minds of
consumers to maximize the potential benefit to the firm. Maggi has positioned itself in the SNACKS category
and not in the meal category since Indians do not consider noodles as a proper food item. Therefore Maggi have
developed its brand image of instant food products with positioning statements such as ―2 minutes noodles‖ and
―Easy to cook ,good to eat‖.

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 MARKET PENETRATION STRATEGIES
Maggi started with promotional campaigns in the school to see the reaction of children after eating Maggi.
Started their advertising straight focusing on kids. Introduced new products like Maggi Masala Oats noodles also
their cuppa mania. Products are made available in different packages like 50,100,200,400 gms. Keep on
conducting market research to understand changes in market. Though Maggi has been successful every time,
there were times when it faced challenges. Some of these are: Sales saw decline in 1990: The Company saw a
decline in the sales in 1990. When the company tried to find out what the reason was, they came to know that
there was some thing wrong with the formula that spoiled the taste. So the formula was changed from fried base
to oiled dried base Competition increased in noodle segment: When Maggi was enjoying being the only noodle
offering by any company Top ramen entered the market as a competition. This was a big challenge for Maggi.
Though Top Ramen couldn‘t do well in India. Now thay have started a new flavor called PIZZERIAA MAGGI it
can be famous because of the flavor used . Nowadays teenagers are always eating pizzas , if we survey their their
favourite item will be pizza thus this can always benefit us .

1. Two minutes PIZZERIA noodles:

 MAGGI 2-MINUTE Noodles is the most-loved meal across all age groups and defines the Instant
Noodles category in India by being a part of life.

2. Taste bhi Health bhi:

 Over years there were growing concerns about it being a healthy food as it being made by refined wheat
flour. With competition increasing in noodles segment, they launched the campaign “Taste bhi, Health
bhi” driving target towards health.

3. Easy to cook, good to eat:

 The first ad that Maggi came up with is this slogan grabbing attraction of children and working
mothers to the two minute noodles and also showing healthy snack in it.

4. Healthy Snack Anywhere, Anytime:

 Maggi has come upon with a product called PIZZERIA MAGGI specifically targeting a segment that
values time and convenience as well as is getting increasingly health conscious as well as the new flavor
that are normally favourites of teenagers.

  Points-of-difference (PODs) are attributes or benefits consumers strongly associate with a brand,
positively evaluate and believe they could not find to the same extent with a competitive brand. The Maggi Brand
have also differentiated its brand image from its competitors in terms of taste, flavours and packaging. Maggi
have launched wide varieties of products in different flavors which can attract larger set of customers. Maggi
products are also available in different sizes catering to different customer needs.

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TASTE BHI HEALTH BHI WINDOWS USER