Indian Institute of Planning and Management

By- Harsha Ramani

IIPM FW PG (A)

2011-2012

Introduction of Maggi 2 minute Noodles

• It’s a brand of Instant Noodles made by Nestle India ltd. It was found by the Maggi family in Switzerland in the 19th century. Nestle launched Maggi for the first time in India in the 1982. Nestle wanted to explore the potential for such an instant food among the Indian market.

The Brand is popular in :

• India

• Australia

• Malaysia

• New Zealand

• Singapore

• South Africa

Initial Strategies of Maggi

• Maggi has faced lot of hurdles in its journey in India.

• Initially Nestle tried to position the noodles in the platform of convenience targeting the working women.

• The noodles tagline, “FAST TO COOK, GOOD TO EAT” was also in keeping with this positioning.

STPD Analysis

• Segmentation: Based on lifestyle and habits of urban families.

• Targeting: Kids, office goers.

• Positioning: with statements as “2 minute noodles” and easy to cook, good to eat”.

• Differentiation: taste, flavours, packaging.

Marketing Penetration Strategies

• Promotional campaigns in school• Advertising strategies: focusing on Kids.• New product innovation according to the need of consumers. -Veg Atta Noodles -Dal Atta Noodles -Cuppa Mania• Availability in different packages. -50gms -100gms -200gms -family packs (400)gms

Maggi Soups

• Maggi pioneered the dehydrated soups market in India.

• the first to introduce tasty and convenient packaged soups.

• The new MAGGI HEALTHY SOUPS have been carefully prepared through the Research and Development efforts

Delicious variant

• Rich Tomato• Mixed Vegetable• Creamy Chicken• Cream of Mushroom• Hot & Sour Vegetable• Sweet Corn Vegetable• Masala Noodles Soup• Tangy Tomato Vegetable

MAGGI SOUPER RONI• It is a tasty, healthy, satiating snack which is a

combination of Soup and Macaroni with REAL vegetables.

• The product has “fun & tasty” macaroni which would appeal to kids.

• It is a source of protein and has no added synthetic colours.

THANK YOU