There was a key need for a product that provides good quality food and at the same time was convenient.

Maggi visualized that there should be a product which take less time to cook and consumer uses that product to get fast relief from hunger.

First, Maggi targeted at the kids, because they know these segment want such kind of product from which they can get relief ,whenever they feel hungry.

As the result,they came up with Maggi- 2minuteNoodles.

Prepared dishes and cooking aids:

Nestle India Limited is the market leader in Indian Noodle Market with it’s Maggi Brand of Noodles which was pioneer brand launched in 1983 in the packaged food market of India.

NIL had introduced sauces, ketchups and soups under Maggi brand to reap benefit of brand popularity and image and contribute to financial gains by 1990.Maggi also became successful in sauces, ketchups and soups Market in India.

Though NIL tried to extend to other ready to eat products like pickles, cooking aids and paste, It was unsuccessful so dumped those products.

Today this segment contributes around 27% of nestle’s total sales which earlier used to vary around 15%. So it has almost doubled its contribution within a short span of 10 years. The segment is growing around 15% today which verifies that it is one of the biggest pillars in nestle’s success.

Here is the data:

Prepared dishes and cooking aids(fiures in rs. Thousand)

year sales total sales % to total sales

2001 27,64,335 1,91,96,805 14.402002 35,03,183 2,04,75,213 17.112003 40,94,043 2,27,89,541 17.962004 42,06,099 2,37,26,318 17.732005 50,17,250 2,64,36,359 18.982006 59,80,120 2,94,41,963 20.312007 78,11,377 3,64,71,832 21.422008 1,05,19,34

64,47,10,625 23.53

2009 1,33,50,493

5,22,24,214 25.56

2010 1,72,50,400

6,37,65,800 27.05

1 2 3 4 5 6 7 8 9 100

2000000400000060000008000000

100000001200000014000000160000001800000020000000

Prepared dishes and cooking aids

year sales

1 2 3 4 5 6 7 8 9 100

5

10

15

20

25

30

% to total sales

% to total sales

Products under the category:

Maggi in India is best known for its flagship product of instant noodles with its various desi sub-segments such as the traditional dal atta , veg atta and rice noodles along withtheir various variants, Curry, Masala, Tomato, Chicken in the traditional and Shahi Pulao, Lemon Masala and Chilly Chowin the rice noodle segments

Products:

Maggi Stocks White Rice Seasoning Chicken Stock Chicken Stock-less salt Beef Stock& Vegetables Stock

Soups:

Cook up Soups Instant soups

Products of Maggi 2 minute Noodles:

Chicken flavor Vegetables flavor Pizza flavor Curry flavor Cheese flavor

Ketchups

Tomato Chilli Garlic Chilli Extra-Hot Chilli

In 2005 Maggi brand worth was 3.7 billion from 1.7 billion market worth in 1.7 billion in 2003. Maggi Noodle is Market leader with around 80% market share in Noodles/Pasta and Maggi Sauce is market leader with almost 37% of market share in 2005 in 1.8 billion market of India. Knorr has taken over Maggi in Soup market recently.

Maggi is competing with Heinz Sauces and Ketchup, Knoor Soups, Kissin Sauces and Ketchup, Top Ramen, Sunfeast Pasta Wai Wai and 2 PM in corresponding categories of products and variants