Maggi 2 minutes Noodle

Presented by:
RUBY JAIN

HIMANI MALIK
ROHIT TANWAR
HIMANSHU MEHTA
PREETY SARAUT
PAHAL KUKREJA
MUKUL
TUSHAR GIRDHAR

Nestle

Nestle SA is a Swiss multinational packaged foods company founded and

headquartered in Vevey, Switzerland

Founded in 1866 by Henri Nestle.

NIL-the Indian subsidiary of the global FMCG major S.A.

Nestle house(Indian Headquarters)-Gurgaon,India

Introduced Maggi brand in 1982

Entirely new food category-instant noodles-Indian packaged food market.

Started offering new healthy products under maggi.

Nestle India product line includes Milk products, baby food, beverages, Ready to
Cook, Chocolates and Confectionery etc.

Maggi

The original company came into existence in 1872 in Switzerland, when Julius
Maggi took over his fathers mill.

Started with a bunch of convenient food products.

Merged with Nestle in 1947

In India first came up with the product Instant noodles.

Gradually Increased product line.

Later repositioned itself as a food brand that makes healthy products which was
inline with strategy adopted by Nestle.

MAGGI IN INDIA
Fast to Cook and Good to Eat

Maggi noodles is a brand of instant noodles made by

Nestle.
Maggi is the iconic brand of Nestl
Maggi has been Nestl's flagship use to cook not only
in India but globally as well.
Nestl unleashed Brand Maggi in India 31years ago in
1983 with the launch of its traditional 2-minutes
noodles.
Almost 90% of shares in market.

Product Line
(Taste Bhi Health Bhi)
Current products include:
1.

MAGGI Vegetable Multigrainz Noodles

2.

MAGGI 2-Minute Noodles

3.

MAGGI Vegetable Atta Noodles

4.

MAGGI Cuppa Mania

5.

MAGGI Sauces

6.

MAGGI Pichkoo

7.

MAGGI Pazzta

8.

MAGGI Healthy Soups

9.

MAGGI Magic Cubes

10.

MAGGI Bhuna Masala

11.

MAGGI Coconut Milk Powder

12.

MAGGI Pasta & Pizza Sauce

13.

MAGGI Masala-ae-Magic

2 Minute Noodles

First introduced was Maggie 2 minutes noodles.

Maggie was the first packaged food in the market.

2 min Noodles got the first mover advantage.

Because of this advantage the product retained its leadership till early 2000.

Major Competitors:

1.

Top Ramen Smoodles and Cup Noodles manufactured by Indo-Nissin Ltd

2.

Sunfeast Yippee

3.

Ching's Instant Noodles

4.

Tai Pai Noodles & NE Time noodles by Maruti quality Foods Products Pvt. Ltd

5.

Foodles by Horlicks

DECLINE

In 1990s sale was decreased due to new product Top Ramen entering the market.

In order to attract more customers the formulations was changed which received
negative feedback and further lowered sales.

Until March 1999 when the company had to go back to the original formulation of
the product.

Even though the market of packaged foods was increasing , still Indian consumers
preferred traditional simple food over instant and convenience food.

REPOSITIONING

In early 2000 NIL started introduction of healthy foods.

They introduced Maggie Atta noodles , Dal Atta noodles etc to the existing
line to give health benefits to consumers.

Later flavors such as Tomato, Masala, Curry and Chicken were added to
the product.

This gave a competitive edge to the brand by highlighting health benefits

associated with the products.

Was given negative feedback by customer because of not having taste as

good as the original variant.

MARKET PENETRATION
STRATEGIES
Convenience product for mothers
and fun product for children.
New products innovationVeg Atta Noodles,Dal Atta
Noodles,Cuppa Mania.
Availability in different packs.
Conducting regular market research.

Current Scenario Of Maggi

Leading Brand
Reasonable pricing
Diversification
Creative interaction blogs for
customers
www.maggi-club.in /
www.meandmerimaggi.in
Focus mainly on health
benefits

Current World Market Share

Product life cycle

During Initial year company received tremendous growth with the

product.

Became market leader.

Until 1990 when faced competition with Top Ramen.

Repositioned itself as a healthy brand with nutritional benefits by

introducing whole wheat flour and other variants of the product.

Thank You