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MARKET PENETRATION STRATEGY OF MAGGI NOODLES

MARKET PENETRATION STRATEGY OF MAGGI NOODLES
MARKET PENETRATION STRATEGY OF MAGGI NOODLES
MARKET PENETRATION STRATEGY OF MAGGI NOODLES
MARKET PENETRATION STRATEGY OF MAGGI NOODLES
MARKET PENETRATION STRATEGY OF MAGGI NOODLES
MARKET PENETRATION STRATEGY OF MAGGI NOODLES
MARKET PENETRATION STRATEGY OF MAGGI NOODLES
MARKET PENETRATION STRATEGY OF MAGGI NOODLES

Growth

Introduction

Growth Introduction A brand of Nestle • Launched in the year 1983 • Initially targeted at

A brand of Nestle Launched in the year 1983 Initially targeted at Working Women Then repositioned itself to target Kids Market Driver in the Instant Noodles Category Currently enjoys a market share of about 80%

 

b

c

 

d

d
d
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
 
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004
 
b c d a 1983 1997 1999 2004
b c d a 1983 1997 1999 2004

a

a
b c d a 1983 1997 1999 2004
 

1983

1997

1999

2004

a:Introduction a-b:Growth b-c: Reduction in sales c:Re-Launch c-d: Market re-capture

d: Introduction of new variants

Time

Market Research

Objective:

To find out the market penetration of Maggi noodles

Research methodology:

(i) Target Area: Andheri, Dadar, Parel

(ii) Shopkeeper Sample Selection: Mall,

General Store, Medical Store, Bakery, Paan-Bidi

Shop (iii) Customer Sample Selection: School Kids,

House Wives, Office Goers

 

(iv) Shopkeeper Sample Size: 30

(

) C

t

S

l

Si

50

Research Findings

Research Findings

SWOT Analysis

Strengths

Weakness

Opportunitie

Threats

Market

leader

es

Heavily

dependent

s

Unexploited

rural markets

Strong presence

of regional

on One

competitors

Brand

Minor flavour

Increasing

Competitive

loyalty

distribution

number of

pricing (Top

problems

working youth

Ramen)

Distributio

Health

Affinity of

 

n channels

related

Indians to

issues

Chinese food

Innovative

     

flavours for

Indian

taste buds

Advertising

     

strategy

STPD Analysis

Segmentation: Based on lifestyle and habits of urban families

Targeting: Kids, Office goers

Positioning: With statements such as “2 minute noodles” and “Easy to cook, good to eat”

Differentiation: Taste, Flavours, Packaging

BCG Matrix

BCG Matrix

Michael Porter’s Five Forces Model

N e w E n tr a n ts N th r e o p o
N
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N
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o
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n
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n e w
f o r
d le s
S u p p li e r s
I n d u st ria l
B u y e rs
D is trib
u to
rs
R
iv a lr y
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w
a
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m
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ri a l
C
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am e n
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a
c k
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B
r a
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Im a g e
S u b st it u t e s
C
h o w
a
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P
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Market Penetration Strategies Of Maggi Noodles

Promotional campaigns in schools Advertising Strategies Power of 5

Availability in different pack sizes

New product innovations

Brand Recall and Future Trends

Introducing a fictitious character who can connect with kids for better brand recall

Organizing contests , games and industrial visits for school kids to further strengthen the brand image

Invite Housewives to send new innovative recipes made from Maggi and introduce rewards for the same

Foray into the Chinese food segment by introducing branded products for chowmeen, schezwan and hakka noodles