International Marketing

Nestle - Maggi noodles

Introduction.
It's a brand of instant noodles made by Nestle India Limited. Maggi was launched in India in 1983 by Nestle India Ltd (NIL) The formula was invented by Julius Maggi India is the largest consumer market of Maggi Noodles. The brand is popular in Australia, India, Malaysia, New Zealand, Nepal, South Africa & Singapore. Launched Maggi with a tagline Fast to cook & Good to eat

Market share
Instant noodles market Market : 2500 crore as of Sept 2012

Nestles maggie : 75 % of total market * TOP RAMEN HUL 25 % of total market * GSK

Source : http://articles.economictimes.indiatimes.com/2012-1128/news/35408963_1_instant-noodles-category-knorr-soupy-noodles-magginoodles

Major Competitors

GSK Nissin(Top Ramen) (Horlicks Foodles)

Capital Foods Ltd (Chings Secret)

Future Group

Aditya Birla(Feasters) HUL(Knorr)

ITC (Sunfeast
4

November 10,

Maggis History

1982
1983

Indians had conservative food habits who always preferred to eat traditional Indian dishes rather than canned or packed food

RISK

Introduction of ready to cook food was 1st time launched by Maggi.

Maggis History
The brands appropriate realization of target segment, effective positioning, effective promotion and sales made Maggi the most-loved noodle brand in India. The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's

'Most Respected Companies and amongst the 'Top Wealth Creators of India'.

Products

Initial Positioning to Repositioning

November 10,

Initial Positioning to Repositioning

Positioning Initially working women Repositioning Now, children and teenagers between 4 and 14 years From Convenience for Women to Fun for Children
November 10,

Success of Maggi in India

Maggi sales Year to year
9 8 7 Maggi sales 6 5 4 3 2

Competitor entry

1
0 1982 1990

Product modifications
1996-2004 2010 onwards

Success of Maggi in India

360 Degree Marketing Strategy
1. Distributing free samples 2. Giving gifts on return of empty packs 3. Communicating the products benefit to the target consumers 4. Organizing small events for Kids and other advertising methods.

Strong Customer Relations

1. Maggi moments 2. Your photo on packet(style of preparation)

Customer Relations

Success of Maggi in India

Continuous Process Innovation 1. Flavours : Masala, Chicken, Sweet & Sour & Capsicum 2. Other Variants : Garlic and Onion free for Gujarat 3. Turning Point : Launch of Atta (Wheat Flour) Noodles as Atta is more healthier than Maida and hence the Tag-line Health Bhi, Taste Bhi Price Incentives 1. Extension of its distribution reach to smaller towns and Cities. 2. Launch of Maggis Value for Money pack @ INR 5.0 (Regular pack is @ INR 10.0)

Success of Maggi in India

Convenience of cooking Hygienically packed Good Attractive Packaging Strong Dealer Network

CSR Activities
Let us go to school : Activity to create
awareness for Right to Education for communities besides the factory. Educating the Village Women in adopting good Dairying Practices. Supports local schools, facilitates Blood Donation Camp and other Health Awareness Programs Source : http//:csridentity.com/profile/india_nestleindia.asp

Maggi Glocalisation
Product Price Place Promotion
Political Economic Social Technology Environmental Legal

Glocalization : Maggi noodles

Political Envirnomental Social Technology Economical Legal
Product ingredients should disclosed

Product

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Product Health packaging consciousness & should be hyegine reduced, reuse packaging and recycle d

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Price

Tarrif and other regulation related to tax ,inflation and changes in the exchange rates

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XX

Technology costs and R&D cost

Tariff and other regulation related to tax ,inflation and changes in the exchange rates Tax obligations, employment standards, and quality requirements, Health and safety of consumer, quality & environment certification

Place

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Age distribution, career attitudes and emphasis on safety,

R&D activity , use of IT to enhance their inventory operations.

Promotion

The costeffectiveness, Environmental Conform to good interactivity and friendly like customs, public real- time effects reduced use of policies, and of the paper & more morals of the communications use of internet said Countrys are a good way etc society. to find

Maggi CEO template

Production Marketing Finance HR

Knowledge Attitude Skills Habit Character Value

CEO template
Production Knowledge Attitude Marketing Finance HR

Skills
Habit Character

Value

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Thank You .