Introduction

Maggi is a Nestle brand of instant soups, stocks, ketchups and instant noodles.

It was founded by the Maggi family in Switzerland in the 19th century, and merged with Nestle in 1947.

Maggi was introduced in India in 1982

Nestle India Ltd (NIL), the Indian subsidiary of the global FMCG major, Nestle SA, introduced the Maggi brand in India in 1982. With the launch of Maggi Noodles, NIL created an entirely new food category instant noodles in the Indian packaged food market. Because of its first-mover advantage, NIL successfully managed to retain its leadership in the instant noodles category even until the early 2000s. Over the years, NIL extended the Maggi brand to a variety of products like soups, sauces and ketchups etc..

Strategies
It launched Maggi 2 Minute Noodles, an instant food product

At that time, Indian consumers were rather conservative in their food habits.

They preferred to eat traditional Indian dishes rather than canned or packaged food.

The Company targeted working women.

However, this approach failed despite heavy media advertising.

To get the root of the problem, NIL conducted the research.

Which revealed that it was children who liked the taste of Maggi Noodles.

After this, NIL shifted its focus and targeted children and their mothers.

The 4 Ps

Product
Ready to cook meal o Variants for different segments
o

Price
Differentiated packaging o Lower price point strategy
o

Place
Target rural market o Target hawkers/roadside eating joints o Kiryana Stores
o

Promotion
Prime time electronic media advertisements o Awareness Campaigns o Sponsors school quiz
o

SWOT Analysis
Strengths: Market Leader

Brand Loyalty Distribution Channels Innovative flavours for the Indian taste buds Advertising strategy

Weaknesses: Heavily dependent on One flavour

Minor distribution problems

Health related issues

Opportunities: Unexploited rural markets

Increasing number of working youth

Affinity of Indians to Chinese food

Threats: Strong presence of regional competitors Competitive pricing (For e.g. Top Ramen, Knorr Soups etc..)

STPD Analysis
Segmentation: Age Eating Habits Lifestyle of Urban Families Targeting: Kids Youth Office Goers

Positioning: Fast to Cook Good to Eat 2 minute Noodles Taste Bhi Health Bhi Differentiation: Taste Flavours Packaging

BCG Matrix
Maggi Brand Products in 2010

Conclusion

No Brand Ambassador Strong distributing channel

Affordable price
High Brand recall / Brand Loyalty Innovative flavours for Indian taste buds.

Thank You