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Marketing Management STPon Maggi
Prepared by-
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Introduction of Maggi 2-minutes
Noodlesv Its a Brand of instant Noodle made by
Nestle India Ltd.
v It was found by the Maggi family inSwitzerland in the 19th century.
v Nestle launched Maggi for the first time inIndia in the year 1982.
v The Brand is popular in:
- Australia
- India
- Malaysia
- New Zealand
- Singapore
- South Africa.
v Nestle wanted to explore the potential forsuch an Instant food among the Indianmarket.
v It took several years and lot of money forNestle to establish its Noodles brand inIndia.
v Now it enjoys around 90% market share inthis segment.
v Over the years Maggi has launchedseveral products under its Brand Name.
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Initial Strategies ofMaggi
Maggi 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 ofconvenience targeting the working women.
However, the sales of Maggi was not picking up despite of heavy
Media Advertising. To overcome this NIL conducted a research.
NIL's promotions positioned the noodles as a 'convenienceproduct', for mothers & as a 'fun' product for children.
The noodles' tagline, 'Fast to Cook Good to Eat' was also inkeeping with this positioning.
They promoted the product further by distributing free samples.Giving gifts on return of empty packets, etc.
Effective Tagline Communication.
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STPD AnalysisSegmentation Targeting Positioning Differentiation
Age Kids Fast to cook good to eat
Taste
Eating Habits Youth 2-minute
noodles
Flavours
Lifestyle ofurban families
Office goers Taste bhihealth bhi
Packaging
Working Women
Healthconsciouspeople
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STPD Analysis
Segmentation toDifferentiation:
Classic Noodles
5 10 yrs. Veg. Atta Noodles
Health Conscious.
Rice Mania
Teenage Cuppa Mania Office
goers, Workingwomen.
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Hurdles Faced
Sales saw a decline in 1990s:- Formulation changed from Fried base to Air dried base.
Competition increased in noodle segment:- Top Ramen - Indo Nissin (Japanese co.)
New product launched in market but failed:- Dal Atta Noodles Sambhar flavour.
Maggi launched some new products under their brand, butthese products were not successful.:
- Ketchups, Soups, Tastemakers,etc.
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Market Penetration Strategies Promotional campaigns in
school.
Advertising strategies: -focusing on kids.
New product innovationaccording to the need of
consumers: Veg. AttaNoodles. Dal Atta Noodles.
Cuppa Mania.
Availability in different
packages: 50 gms. 100 gms.
200 gms.
family packs (400gms.).
Conducting regular marketresearch
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SWOT AnalysisStrengt
hs
Weaknes
s
Opportuni
ties
Threats
Market Leader. Heavily dependenton one product
Unexploited ruralmarket
Strong presenceof regionalcompetitors
Brand Loyalty Minor distributionproblems
Increasing numberof working youth
Competitivepricing
(Top Ramen)
DistributionChannels.
Health relatedissue
Affinity of Indians tochinese food
Innovativeflavours forIndian tastebuds.
AdvertisingStrategy.
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Current Scenario of Maggi
Leading Brand inIndia as well asWorld.
Current Sales:Approx. 90000boxes Rs. 4,79,49,000 inMumbai
10,00,000boxes 55cr. in India
Reasonablecompetitive pricing.
Creative interaction
blogs for customers:
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Suggestive PromotionalStrategies
Focus on creating distinctive image, based ontwin benefits of INSTANT and HEALTHY withemphasis on health conscious and rural market.
Conduct promotional campaigns at schools insmall towns with population more than 10,000.
Strengthen the distribution channel of the ruralareas within 100 KM of all the metros.
Launch new advertisement campaign (T.V.,Radio and print media commercials) with thebrand ambassador.
Conduct Market Research to find out the marketpenetration of the product in the rural areas
covered.
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Thank- You !!