EGMP48

Maggi Noddle Marketing Mix

An Marketing analysis of Maggi noodle product in India. This presentation
has been compiled by the below participants of IIMB EGMP – Batch 48
under the Guidance of Prof. Avinash Mulky.

Harika Narayandas (EGMP48021); Jyothi Prasad (EGMP48027); Lokesh Patel (EGMP48031);

Sainath Venkataraman (EGMP48051); Vishwanath Halyalkar (EGMP48072).
  Maggi Noodle Products EGMP48

TABLE OF CONTENTS
 Consumer Behavior

 Company Analysis

 Competitors Analysis

 Segmentation and Targeting

 Positioning

 Marketing Mix
 Maggi Noodle Product EGMP48

 In the 1882 Julius Maggi launched Maggi Products mainly to serve working women due to their busy
schedule and little time to cook food.

 In the 1982, Maggi Noodles were launched in India, targeting the working women and positioned as a
“Convenience Product”, an alternative to Meals and Dinner.

 Maggi faced difficulties in selling their product, soon realized the Indian consumer is not willing to have
Maggi noodle as alternate to their lunch or dinner.

 After some research Maggi looked to target to replace evening snacks as alternate to biscuits, cookies,
chips, home made snacks(time consuming tough for working women), unhealthy outside food for children
home coming after school.

 Maggi instant noodles became very popular; "Maggi" is synonymous with instant noodles, captured over
60% of Rs 4,000 crore instant noodles market in India, introduced new product Veg. Atta Noodles for
health conscious consumers, Rice Mania for teenagers and Cuppa Mania for working group.
Consumer Behavior EGMP48
Company Analysis EGMP48
 Competitors Analysis EGMP48

 India is the 4th biggest market for instant noodles, for 5.4 billion servings, was valued at INR 93.66 billion in 2017. with
expected CAGR ~5.6% during 2018-2023 make it attractive market for various companies.

 Nestle(Maggi) has highest market share of 60%, nestle able to retain its popularity even after ban in 2015.

 To take advantage about of Maggi ban situation, many other player entered in to the market to take on Maggi Noodle
market share, launched new flavors, healthy ingredients(like Atta, Oats, Vegetables) and packaging.

Company Product  Products Vairants Differentiator/Position

ITC Sunfeast Classic Masala, Magic Masala, Chinese Masala, Tricolor Pasta Substitute to Maggi
Yippee (Creamy Corn) and Tricolor Pasta (Masala)
Noodles
Hindustan Knorr Soupy Mast Masala Soupy Noodles, Knorr Chinese Noodle Hot Spicy, Unique combination of noodles and soup
Unilever Noodles Knorr Chinese Noodle Schezwan, Chinese Noodles and Fried Rice.
Capital Ching’s Schezwan Instant Noodles, Singapore Curry Instant Noodles, Hot Desi Chinese cuisine
Food Garlic Instant Noodles, Egg Hakka Noodles and Veg Hakka
Noodles.
Indo Nissin Top Ramen Atta Noodles, Cup Noodles, Curry Veg Noodles, Oats Noodles, Better market share in Cup noodle products
Scoopies Short Noodles and Super Noodles

 According to market experts, Maggi has been dominating the instant noodles market in India for long, currently facing
tough competition with this new comers and their product range.
 STPD ANALYSIS EGMP48

Segmentation Targeting Positioning Differentiation

• Age • Kids
• Lifestyle of urban  • Youth
     families • Working women
• Eating Habit • Corporate employees
• Cold location • Travel people
• Midnight Eaters
• Bachelors
• Health
     conscious people- atta
• Instant cooking(2min  • Choice of taste 
Maggie) &flavours
• Low cost meal • Packing –Available in 
• Tagline-‘Taste bhi,  different sizes
Health bhi’-taste also 
health also.
• Easy to cook, good to 
eat
 STPD Analysis EGMP48
Segmentation :
• Brand is segmented based on the habits and lifestyle of urban families.

Targeting:
• However Maggie targeted working women initially ,it ended up targeting towards kids later as
per the research which showed kids were the largest consumers of brand.
• It appealed to kids because of two reasons –good taste and two minutes cook time.
• Maggie also targeted corporate employees/youth and office goers who need refreshment time
to time because of hectic schedule. It is survivor for night shift people.

Positioning:
• It positioned as the two minutes cook noodles in the market with the tag lines called ‘2minutes
noodles ‘ / ‘2-min Mein Khushiyaan’
• It also stated ‘taste bhi health bhi’ which means taste also, health also.

Differentiation:
• As per the Indian requirements ,there are varieties of taste and flavors accordingly and also
Marketing Mix EGMP48
 EGMP48

Participants of EGMP – Batch 48

Module 2 – Marketing
Presentation on Maggi Marketing Mix

Harika Narayandas (EGMP48021) ;

Jyothi Prasad (EGMP48027) ;
Lokesh Patel (EGMP48031) ;
Sainath Venkataraman (EGMP48051) and
Vishwanath Halyalkar (EGMP48072).