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Maggi Product Branding By-Amit Singh

Nestle is launching a new marketing campaign to celebrate the 25th anniversary of its Maggi noodles brand in India. Maggi was first launched in India in 1984 and has since captured 94% market share in the instant noodles category. As part of the new "Me & Meri Maggi" campaign, Nestle will conduct promotional activities across television, print, and digital media to celebrate consumers' bond with the Maggi brand. The campaign also includes an interactive website for consumers to share stories about Maggi. Nestle will incorporate winning consumer submissions by featuring them on Maggi packaging, television commercials, and print ads.

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4K views25 pages

Maggi Product Branding By-Amit Singh

Nestle is launching a new marketing campaign to celebrate the 25th anniversary of its Maggi noodles brand in India. Maggi was first launched in India in 1984 and has since captured 94% market share in the instant noodles category. As part of the new "Me & Meri Maggi" campaign, Nestle will conduct promotional activities across television, print, and digital media to celebrate consumers' bond with the Maggi brand. The campaign also includes an interactive website for consumers to share stories about Maggi. Nestle will incorporate winning consumer submissions by featuring them on Maggi packaging, television commercials, and print ads.

Uploaded by

amit_k102
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
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Download as PDF, TXT or read online on Scribd
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THE BRAND MAGGI

NESTLE
BY:-
MANU SHARMA
ROLL NO-20
Outline of the Presentation
 Nestle Company Profile and basic Product
Category
 Maggi Noodles-
 Market Share, Initial Strategies
 Product Protection
 PLC, SWOT & STPD Analysis
 Market penetration Strategies & hurdles faced
 Current Scenario & suggestive Promotional
suggestions
 New campaign launched celebrating 25 years
ABOUT NESTLE

 The company dates to 1967 when 2


separates Swiss enterprise were founded
that would later form the core of nestle
 Basically the company started to meet the

need of the milk in world war one


 Henri Nestle developed a milk based
baby food and soon began marketing it
was the 1st product of nestle
Nestle and it works
• Nestle and the international red cross have
announced a partnership deal for interventions in the
HIV crisis in Africa
• Nestle continues to violate the world health assembly
marketing requirements for baby foods in a
systematic and institutionalized manner
• Nestle encourages the use of dangerous whole milks,
such as its nido and ninho brands by permitting them
to be displayed in pharmacies and supermarkets in
the baby feeding section in some countries
Nestle Product List
 Nestle Milkmaid  Nestle Munch
 Ice cream  Nescafe Sunrise
 Syrups  Smart Plus
 Jams  Nestle Milo
 Honey  Nestle Iced tea
 Candies  Nescafe Cappucinni
 Berries  Maggi Pichkoo
 Nestle Natural Dahi  Maggi Pizza Mazza
 Nestle Slim Milk  Maggi Sauces
Type Public

Founded Switzerland 1866

Founders Henri Nestle

Head quarters Vevey

Area served World Wide

Key people Peter Brabeck Letmathe (Germany) and Paul


Bulcke (CEO)

Industry Food Processing

Products

Revenue CHF 109.9 Billion(2008)

Operating Income CHF 15.68 Billion (2008)

Profit CHF 18.04 Billion (2008)

Total Asset CHF 106.2 Billion (2008)

Total Equity CHF 54.92 Billion (2008)


 What is brand name that comes to your mind when I
say the word Noodles?
Introduction to Maggi 2 Minute
Noodles
• It‟s a brand name of instant noodle made by Nestle India Ltd.

• It was found by the Maggi family in Switzerland in the 19th century

• Nestle launched Maggi for the 1st time in India in the year 1984

• The brand is popular in India, Malaysia, New Zealand, Singapore, South Africa, Australia

• Nestle wanted to explore the potential for such an instant food among the Indian market

• It took several years and lot of money for nestle to establish its noodles brand in India

• Now it enjoys around 94% market share in this segment

• Over the years maggi has launched several products under its brand name
Market Share
MAGGI TOP RAMEN OTHERS
4% 2%

94%
Initial Strategies of Maggi
• It has faced lot of hurdles in its journey in India
• The basic problem the brand faced is the Indian
psyche
• Initially nestle tried to position the noodles in the
platform of convenience targeting the working
women
• However the sale of maggi was not picking up
despite of heavy media advertising
• To overcome this NIL conducted
a research
Cont………….
• NIL promotions positioned the noodles as
convenience product for mothers and as a fun for
children
• The noodles tagline “fast to cook, good to eat” was
also in keeping with this positioning
• They promoted the product further by distributing
free samples giving gifts on return of empty
packets
Effective tagline communication
Product Protection in Market
 The word “noodles” has been registered in the year
1984 by nestle India.
 Maggi is the trademark for the noodles category
products from the year 1984.
PLC of Maggi

1983 1997 2004


Growth

1999
Sales
B
D
C

Time
A

Loss/profit
Progression of product “life” stages (growth & time)
SWOT Analysis
Strengths Weakness Opportunities Threats

Market leader Heavily Unexploited Strong


dependent on rural markets presence of
one flavor regional
competitors
Brand loyalty Minor Increasing no. Competitive
distribute of working pricing(top
problems youth ramen)
Distribution Health related Affinity of
channels issues Indians to
Chinese food
Innovative
flavors 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 and good to eat

 Differentiation-Taste, Flavor, Packaging


STPD Analysis

Segmentation Targeting Positioning Differentiation

Age Kids Easy to cook, good to Taste


eat

Eating habits Youth 2-minute noodles Flavors

Lifestyle of urban Office goers Taste bhi health bhi Packaging


families

Working women
Health conscious
people
Michael Porters Five Forces Model
NEW ENTRANTS-
NO POTENTIAL
THREAT OF NEW
ENTRANTS FOR
MAGGI
NOODLES

SUPPLIERS- INDUSTRIAL BUYERS-


DISTRIBUTION, RIVALRY- TOP CUSTOMER,
R/M SUPPLIERS, RAMEN, MIND SET,
PACKAGING CHOWMEEN BRAND IMAGE

SUBSTITUTE-
CHOWMEEN,
FAST FOOD
Market Penetration Strategies

 Promotional campaigns in school


 Advertising straight-focusing on kids
 New product innovation according to the need of
consumers-veg atta noodles, dal atta noodles,
cuppa mania
 Availability in different packages-
50,100,200gms,400gms-family packs
 Conducting regular market research
Hurdles Faced
• Sales saw decline in 1990-formulation changed
from fried base to air dried base
• Competition increased in noodle segment-top ramen
• New product launched in market but failed-dal atta
noodles sambhar flavor
• Maggi launched some new products in their brand
but these products not successful-ketchups-soups-
tastemakers etc
Current Scenario of Maggi
 Leading brand in India as well as world
 Reasonable competitive price
 Creative interaction blogs for customers-
 www.maggi-club.in
 Focus mainly on health benefits
Suggestive Promotional
Suggestions
• Focus on creating distinctive image, based on twin
benefits of instant and healthy with emphasis on
health conscious and rural market
• Conduct promotional campaigns at schools in small
towns with population not more than 1000
• Strengthen the distribution channel of the rural
areas within 100km of all the metros
Some More……
 Launch new advertisement campaign(tv, radio,print
media commercials) with the brand ambassador
 Conduct market research to find out the market
penetration of the product in the rural area covered
Maggi turns 25, Nestle to unveil new
campaign
 Nestle India is set to roll out a new marketing drive
to mark the 25th anniversary this week of its instant
noodles brand, Maggi Called „Me & Meri Maggi‟,
the campaign is supposed to celebrate the
consumers‟ bond with brand Maggi. The company
plans “360 degree activation” across television,
print and the internet, beside on-ground activities.

 Nestle has launched an interactive website for the


consumers, www.meandmeri.in
Maggi turns 25, Nestle to unveil new
campaign
 The packaging has been tweaked to accommodate
the pictures of consumers whose entries the
company chooses. “If a consumer has a story to tell
about Maggi, we can put him or her on the
packaging, TV or print,”
 In 2008, two brand extensions — Maggi Bhuna
Masala and Maggi Cuppa Mania Instant Noodles
THANKS…………

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