DEMAND ANALYSIS ON MAGGIby

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no . ix

SUSHREE SOUMYA CHINARA L . DEENADHAYALAN SMARAJIT NANDA YESIN PHUKAN SUSMITA TRIPATHY

MAGGIM- Misal ( Marathi word) ,Relatively

cheap and good nutritional value made for breakfast A- Allegro ,musical tempo meaning

Quick in time

G- Gastronomy ,the art and practice of

cooking and easily good food

G- Glamorous, attractive and exciting

PRODUCT HISTORY

# Nestle is a Swiss company, founded in 1866 by Henri Nestle. # Nestle market its products in 130 countries across the world. # It was founded by the Maggi family in Switzerland in the 19th century. # Maggi has been Nestl's flagship culinary brand not only in India, but globally as well.

WELCOME TO THE WORLD OF NESTLE MAGGI

A brand of Nestle Launched in the year 1983 in India 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 70%

BRAND JOURNEYWhat Xerox is to photocopier and Colgate to toothpaste, Maggi is to noodles in India. - The Economic Times , a prominent newspaper in India , in 2003 . contd ..

BRAND JOURNEY Maggi has been a mainstay in Indian market for a long time now. Maggi and Noodles are synonymous.

India has emerged as the largest consumer of Maggi noodles across Nestle operation in the world, Carlo DonaltiNestle Chairman and Director told to ET. Contd..

Nestle unleashed Brand Maggi in India almost 25 years ago in 1983 with the launch of its traditional 2-minute noodles

When Nestle India launched Maggi in the country, it used the tagline, Fast to cook and good to eat, to not only promote the product, but also to educate the ever growing aspirant consumer about the advantages of using it.

BRAND TESTIMONYFor Emmanuel Upputuru, National Creative Director, Publicis India, the transformation of the brand in the last 25 years is a testimony in itself. He explained, Recently I met someone in Singapore, and when we shared how big a brand Maggi Noodles is in India, the gentleman exclaimed, Noodles in India! That, to me, was a testimony to the success of the brand Maggi Noodles in India.

LAW OF DEMAND

Demand for a commodity increases when its price decreases and falls when its prices rises, other things remaining constant.

FACTORS AFFECTING THE DEMAND OF

Determinants of Demand

vPrice of the commodity. vIncome of the consumer. vPrices of related goods. vTastes and Preferences. vAdvertisement.

QUANTITY AND PRICES

v EXCEPTION ( MAGGI VEGETABLE ATTA NOODLES )

vMAGGI

NOODLES

QTY PRICE 85g Rs 15 350g Rs 59

QTY 50g PRIC Rs 5 E

100g 200g 400g 600g Rs 10 Rs 20 Rs 40 Rs 59

INCOME OF CONSUMERS

-LOWER MIDDLE CLASS

-UPPER MIDDLE CLASS

-ELITE CLASS

1.

PRICE OF RELATED GOODSMAGGIQUANTITY PRICE

TOP RAMENQUANTITY PRICE

50 g 100 g 200 g 400 g 600 g

Rs 5

50 g

Rs 4 Rs 18 Rs 35 Rs 50

Rs 10 170 g Rs 20 270 g Rs 40 480 g Rs 59

Difference in the Price of MAGGI and TOP RAMEN

PRICES OF COMPLEMENTARY COMMODITES: COMPLEMENTARY PRODUCTS KETCHUPS: MAGGI,KISSAN,HEINZ VEGETABLES OIL

TASTES & PREFERENCE:ECONOMY PACK(SUPER

SAVER/MONEY SAVER/ FAMILY PACK) TRADITIONAL FOOD HABITS OF INDIAN LOVED BY SCHOOL KIDS YOUTH ..FASHION STATEMENT. OFFICE GOERS .CONVENIENCE

ADVERTISEMENTSRevolutionary Tagline, Bus Do Minute

Bhi Health Bhi". Just add garam paani Carry on jaani Jab bhook sataye toh maggi ho jaaye

"Taste

Television Advertisements

ADVERTISEMENT OF MAGGI NOODLES : YEARS OF SUCCESS

25

Flavoursand Varieties

Original Flavour Chicken Masala Dal Atta (whole wheat noodles) Vegetable Atta Noodles (whole wheat noodles) "Cuppa Mania" Tomato Chatpata Shahi Pulao (rice noodles) Chilly Chow (rice noodles) Lemon Masala (rice noodles)

MARKETObjective :

RESEARCH

To find out the market demand of Maggi noodles.

Research methodology:1 Target

Area : Market Building, VSS Nagar, Sahid

Nagar, Patia, Ram Mandir Square Market Building: Balaji Stores; Panda General Stores VSS Nagar: Shri Jaggannath Stores; Paan-Bidi Shops Sahid Nagar: Reliance Fresh; Pantaloons Patia: Food Baazar Ram Mandir Square: Big Baazar contd

Research methodology:(ii) Shopkeeper Sample Selection: Mall, General Store, Bakery, Paan-Bidi Shop (iii) Customer Sample Selection: School Kids, House Wives, Office Goers, College students (iv) Shopkeeper Sample Size: 8 (v) Customer Sample Size: 40

RESEARCH FINDINGS

SALES DATA COLLECTED:PER MONTH SALES : MAGGI : 600 gms Rs PER MONTH SALES: TOP : 480 g Rs 50

59

1O TO 15 CARTONS (20 PACKETS IN EACH

RAMEN 8 TO 10 CARTONS

(20 PACKETS IN EACH

CARTON)

CARTON)

SUPPLY CHAINNESTLE INDIA LIMITED

DISTRIBUTORS

WHOLESALE

MARKET

RETAIL

MARKET

CONSUMERS

SALES FIGURES across Orissa

NESTLE / MAGGI BRAND PRODUCTS AVAILABLE IN MARKET

Maggi has achieved a great position in market and this position is least affected by its competitors( Top Ramen, Wai Wai, etc.)

CONCLUSION

Law of Demand Lower the price higher the

quantity demanded and vice versa "works completely in case of maggi noodles.

MAGGI for last 25 years had managed to remain unbeaten in the market because it has always given more preference to the taste of people.

THANK

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