case study maggie
TRANSCRIPT
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SUBMITTED TO:
PROF.MISS DIPIKA AGRAWAL
SUBMITTED BY:
SHRADDHA AGRAWAL
ASHUTOSH KHANDELWAL
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Contents:History of maggi
Maggi in INDIA
Maggi- 4P’S
Maggi- SWOT ANALYSIS
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History of maggi• Maggi is an over 100-year-old Nestlé brand of instant soups,
stocks, bouillons, ketchups, sauces, seasonings and instant noodles.
• The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father's mill.
• Marked the beginning of the Maggi® brand and its lines of convenient food products.
• In 1882, the Swiss Public Welfare Society commissioned Maggi to create a vegetable food product that would be quick to prepare and easy to digest to help with the problem of women having less time to prepare meals as more and more worked outside the home.
• Maggi merged with Nestlé in 1947.
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Maggi-INDIA
NESTLE introduced maggi brand in INDIA in 1982.
With the launch of maggi noodles, NUL created a new food category in indian packaged food market.
Over in india, maggi became a popular snack food product.
In fact, "Maggi" has become a genericized name for instant noodles in India and Malaysia.
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4 p’s of MARKETING
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Maggi –PRODUCT
Maggi SAUSES Tomato ketchups Tamrind sauses Soya sauses Soups Cook up soups Instant soups 2 minute noodles Chicken Vegetable Pizza Curry Cheese Dal and aata
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PRICE :• Considering the price points in the market for Maggi, it
should continue to position itself in the "snacks" category itself, since few would be willing to accept it as a meal (Indian Consumption Habits - Noodles still arent taken as proper food item).
• Affordable by all income groups.
PLACE:• The distribution network is well spread• Easily available in all kirana stores, retail store etc.• Market share
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PROMOTION:Changed their advertising
campaign- focus on health and nutrition.
Celebrity endorsements. Eg . Javed Jafferi
Sales promotion in schools and offices, as the exercise of brand call.
Market research exercise-regards of taste and health
issues. This helped maggi to think about the customer.
Distributed free samples-period of new launches.
Invited housewives to send new innovative recipes.
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Product extention
• Maggi's first product extension was Maggi instant soups launched in 1988. With the launch of Maggi soups, NIL had become a pioneer in the organized packaged soup market in India…
Taglines like 'Mummy, bhookh lagi hai' (Mom, I'm hungry), 'Bas 2-Minute,' (Only 2 minutes) and
'Fast to Cook Good to Eat' effectively communicated the product's benefits to target consumers
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SWOT ANALYSISS – STRENGTH
W – WEAKNESS
O – OPPORTUNITY
T – THREATS
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STRENGTH
Leader Loyal consumers Wide distribution Innovation
WEAKNESS One Flavour Health related issues Rural market
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OpprtunitiesRural marketIncreasing working youthPreference for Chinese food
and fast food
threats
Competitive pricing Strong presence of regional
competitors
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