THE IIS UNIVERSITY

PROJECT REPORT ON
4 P’S OF MAGGI

PRINCIPLES OF MARKETING
BBA–302
SUBMITTED TO: SUBMITTED BY:
Dr. Poonam Madan Sonal Rathi
Associate Professor BBA SEM ‘III’ SEC- ‘E’
Department of Management Studies ICG/2015/20064
The IIS University, Jaipur
INTRODUCTION
 Maggi is a subsidiary company of the international brand “Nestle”
founded in 1872, by Julius Maggi and company has its headquarters
in Cham, Switzerland.

 Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG
major, Nestlé SA, introduced the Maggi brand in India in 1982.

 Being the first-mover, Maggi successfully managed to retain its

leadership in the instant noodles category even until the early
2000s.
INTRODUCTION
 First entrant in instant noodles category in India.

 Maggi offers lot of culinary products such as instant noodles, soups,

sauces & ketchups.

 In 2005, Maggi started offering a range of new 'healthy' products in

a bid to attract health-conscious consumers.

 In May 2006, Maggi launched a new instant noodles product called

Maggi Dal Atta Noodles.

 Enjoys 86% market share in this segment.

UNIQUE SELLING
PROPOSITION (USP)
Can be cooked and prepared in 2 minutes.
CELEBRITY PROMOTING MAGGI
MARKETING MIX
The marketing mix refers to the set of actions, or tactics, that a
company uses to promote its brand or product in the market. The
4Ps make up a typical marketing mix :

 PRODUCT
 PRICE

 PLACE

 PROMOTION
4 P’S OF MARKETING MIX
PRODUCT
 A combination that delivers creative, branded food and beverage
solutions enabling operators to innovate and delight consumers.

 Perfect taste according to Indian touch and spices.

 Focused on working women and children which is known as

“Fast Relief From Hunger” product.

 Good taste with proper nutrition levels and good health.

 PRODUCT VARIETY
 INSTANT NOODLES:It includes
-Maggi 2 minute Noodles
(masala,chicken,curry and tomato,
tangy chatpatta)
-Maggi Vegetable Atta Noodles
-Maggi Rice Noodles Mania
-Maggi Cuppa Mania
(chilli and regular)
 MAGGI HEALTHY SOUPS

 MAGGI SAUSE MAGGI PIZZA MAZZA

 MAGGI PICHKOO MAGGI MASALA-E MAGIC

 MAGGI PAZZTA
PRICE
o Maggi noodles still comes in very affordable price starting from
Rs.5 i.e. they reduced the quantity instead in increasing price.
o Maggi has a very clear-cut price policy as its consumers mostly
belong to the average middle class group.
o To make the product affordable they had to tone down their
prices but the volume of product helped the company in
maintaining a healthy profit.
o To cater to the middle and low income class customers, Maggi
offers different sizes of packets at various prices so that the
customer can buy as per budget.
 PLACE
 Maggi has followed the distribution channel as a chain:

NESTLE DISTRIBUTOR RETAILER CONSUMER

 CHANNELS:
-Malls and shopping centers
-Local store
 COVERAGE: Covers both residual and college areas

 INVENTORY: Weekly stock distribution to the shopkeepers

Even if you go in the Himalayas, you will find Maggi selling there at
selected places. The single factor- distribution, has been the backbone
for the success of the product.
 PROMOTION
 Its tagline “2 minutes noodles” is known to be the smartest
tagline in the advertising industry and is still very famous
amongst the consumers.
 Promotion done by some effective sales promotion strategy:

-Giving gifts on return on empty packets and money back

offer .
-Sponsor school quiz.
-Scratch & win offer.
 Maggi advertises heavily when it brings a new product in the
market but time to time, it also advertises for product recall.
 Its promotional activities included creating awareness amongst
the females and kids.
PUNCHLINES

Mom, I’m Fast to Cook It’s

hungry Good to Eat different!

Health bhi, Bas 2

taste bhi minutes
 COMPETITORS
 In case of noodles:
- YIPPEE AND PATANGALI NOODLES
 In case of ketchup:
- HEINZ AND KISSAN
 In case of soups:
- KNORR