Full Presentation on Maggi Marketing including Product development and business model and about brand repositioning Ashis Kyal

1. Presented By:-
• Meghna P
• Goldy Hirawat
• Manish Negi
• Ashis Kyal
• Deepak Rai
• Poonam Mishra
2-Minutes Noodles

2. About Nestle
Founder Switzerland
Headquarter
Establish
ed
in 1867

3.  Nestle Motto is “Teamwork with responsible
leadership”
 Nestle is people & product oriented.
 Nestle practiced
* Transformational Leadership style.
* Transactional Leadership style.
Leadership Style

4. Logo Evolution
1868 1868 1938
196619881995
2015 2016

5. Introduction of Maggi
 Swiss Public Welfare Society asked Julius
Maggi to create a vegetable food
product that would be quick to prepare
and easy to digest.
 In 1863, Julius Maggi developed a
formula to add taste to meals, which
later paved the way for Maggi and other
easy to make food products.
 The original company came into
existence in 1872 in Switzerland, when
Julius Maggi took over his father’s mill.
 However, in India it was launched in
1980s by Nestle group of companies.
Maggie had merged with Nestle family
in 1947.

6. Branding Strategy
Maggi comes with “Line Extension” strategy for its product
“Noodles”Line Extension with different Variants
Line Extension with different Pack Size

7. Market Penetration Strategies
Campaigns in
school
Advertising
strategies:
Focusing on kids Focusing on Working
Women
Conducting regular market
research

8. SUPPLIERS
Distributors, Raw
material suppliers,
Packaging
INDUSTRIAL
RIVALRY
Yippe,
Patanjali etc.
NEW ENTRANTS
Foodles, Soupy
Noodles
SUBSTITUTES
Chowmein, fast
Food, Pasta
BUYERS
Customer of
Mind-set, Brand
image
Porters Five Force Model

9. Market Development Strategies
Customer
Relations
Capturing
New
Customer
Price
Incentiv
es
Continuous
process
innovation
Strong dealer
vendor relation
Good Packing

10. Brand Positioning
 Nestle Unleashed Maggi in India in 1982
 Nestle’s iconic brand: they have 57% of
market share.
 First-mover advantage in the instant noodles
segment helped Maggi to retain their market
leadership over the years.
 Advertising taglines like “Mummy, bhookh
lagi hai”, “Bas 2-Minute” and ‘Fast to Cook
Good to Eat’ (in 1990s) easily positioned
Maggi in the minds of target consumers.
 NIL has started to offer aggressive discounts
and incentives to retailers on Maggi.

11. Brand Repositioning
 After the company was banned from selling
the product in India, Maggi had to undergo
tests in three government-accredited
laboratories in Jaipur, Hyderabad and Mohali,
as ordered by the Bombay High Court prior to
commencing sales in the market.
 The Swiss food major has also partnered with
online marketplace Snapdeal for selling Maggi.
 They promoted Maggi by providing free
samples from their web site.
 This time they didn’t came with any brand
ambassador, they use emotions of their
costumers for repositioning their brand.
#WeMissYouToo

12. Brand Communication
Advertisement Public Relationship
Sales Promotion Interactive Marketing

13. Company Brand
Vs.
Competitors Brand
Consumption of different noodle brand by consumers:-
Maggi
Yippee
Patanjali
Knorr
Top Ramen
Cup Noodles
Scoopies
Wai Wai

14.  Focus on creating distinctive image, based on twin
benefits of “INSTANT” and “HEALTHY” with emphasis
on health conscious
and rural market.
 Conduct promotional campaigns at schools in small
towns.
 Strengthen the distribution channel of the rural areas.
Suggestion & Recommendations

15. Interesting @Maggi
• Who is the Man behind Maggi?
• Maggi destroyed 550 tonnes
worth 54 crores of its noodles
due to lead controversies.
• The person who filed the case
on Maggi is Sudhir Kr. Ojha
• Nestle’s 30% revenue came
from Maggi noodles in 2014
• Instant and quick date with
Maggi