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Maggi is a Nestle brand of instant soups, stocks, ketchups and instant noodles.
It was founded by the Maggi family in Switzerland in the 19th century, and merged with Nestle in 1947.
Nestle India Ltd (NIL), the Indian subsidiary of the global FMCG major, Nestle SA, introduced the Maggi brand in India in 1982. With the launch of Maggi Noodles, NIL created an entirely new food category instant noodles in the Indian packaged food market. Because of its first-mover advantage, NIL successfully managed to retain its leadership in the instant noodles category even until the early 2000s. Over the years, NIL extended the Maggi brand to a variety of products like soups, sauces and ketchups etc..
Strategies
It launched Maggi 2 Minute Noodles, an instant food product
At that time, Indian consumers were rather conservative in their food habits.
They preferred to eat traditional Indian dishes rather than canned or packaged food.
Which revealed that it was children who liked the taste of Maggi Noodles.
After this, NIL shifted its focus and targeted children and their mothers.
The 4 Ps
Product
Ready to cook meal o Variants for different segments
o
Price
Differentiated packaging o Lower price point strategy
o
Place
Target rural market o Target hawkers/roadside eating joints o Kiryana Stores
o
Promotion
Prime time electronic media advertisements o Awareness Campaigns o Sponsors school quiz
o
SWOT Analysis
Strengths: Market Leader
Brand Loyalty Distribution Channels Innovative flavours for the Indian taste buds Advertising strategy
Threats: Strong presence of regional competitors Competitive pricing (For e.g. Top Ramen, Knorr Soups etc..)
STPD Analysis
Segmentation: Age Eating Habits Lifestyle of Urban Families Targeting: Kids Youth Office Goers
Positioning: Fast to Cook Good to Eat 2 minute Noodles Taste Bhi Health Bhi Differentiation: Taste Flavours Packaging
BCG Matrix
Maggi Brand Products in 2010
Conclusion
Affordable price
High Brand recall / Brand Loyalty Innovative flavours for Indian taste buds.
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