maggi
TRANSCRIPT
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April 8, 2023 1
New Product DevelopmentMaggi
By : Prerna Goyal
IIPM,BangaloreSS 09-11
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Journey • First launch: 1882-83 , Switzerland • By: Julius Maggi
• Maggi- Nestle merger: 1947
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Nestle • Nestle is a Swiss company founded in 1986 by
Henri Nestle• It market its products in 130 countries acroos
the world• Nestle put nutrition as the core of their
business • Main focus is on health and wellness• Good Food, Good Life to All Consumers
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In India
• Nestle launched Maggi for the first time in India in the year 1982
• Launched in different falvour:• Masala• Chicken• Sweet&sour• Capsicum
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• The Brand(Maggi) is popular in:• India • Australia • Malaysia• New Zealand• Singapore• South Africa
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• Nestle wanted to explore the potential for such an instant food among the Indian market
• Nestle enjoys around 90% market share in this segment
• India is the largest consumer of Maggi
Noodles in the world
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Initial Scenario• Competition: • Ready to eat snacks segments• Home made snacks
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Cont.• Positioned as: hygienic home made snack• Targeted for: women ( wrong target group)• Research shows: Children as the biggest
consumer• Repositioned as:• ‘convenience product’ for mothers &• ‘fun’ product for kids• Using sales promotions & smart advertising
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Journey Cont.
• During 1977:• Change in formulation • Change in taste of Maggi
• In 1999:• Relaunched with the original taste• “ 2 minutes” proposition
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• Maggi’s first product extension: 1988• Maggi instant soup
• In 2001: • Maggi became core brand of Nestle
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Cont. • In 2005:• Launching of “Maggi Atta noodles”• Baseline: “Taste bhi Health bhi”• Product well received by the Indian Consumer
• Recent launch: Rice noodles
• Maggi: A brand that knows the customer and willing to learn from the mistakes
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Range
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Variants
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SWOTstrengths
Market leader
Brand loyalty
Distribution channel
Innovative falvours
Advertising strategy
Opportunities
Unexploited rural market
Increasing no. of working youth
Affinity of indians to chinese food
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Market penetration strategies• Promotional campaign in schools• Advertising strategy: focusing on kids• New product innovation:• Veg. Atta noodles• Dal Atta noodles• Cuppa mania
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Cont.• Availability in different packaging:• 50 gm• 100gm• 200 gm• Family packs(400 gm)
• Conducting regular market research
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Hurdles faced • Sales saw a decline in 1990’s: • Formulation changed from fried base to air
dried base• Competition increased in market-palce:• Top Ramen-Indo Nissin ( Japanese co.)
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Cont. • New product launched in market but failed:• Dal Atta noodles sambhar falvour
• Maggi launched some products under their brand, but these products were un-successful
• Ketchups, Soups, Tastemakers etc.
• Latest threat to Maggi: Knorr
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Current Scenario
94%
4% 2%
world market share
Maggi Top ramenother local
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Cont. • Leading brand in India as well as World• Reasonable competitive pricing• Creative interaction blogs for customers:• www.maggi-club.in• Focus mainly on health issues.
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Suggestive promotion strategies
• Focus on creating distinctive image, based on twin benefits of “instant” & “health”
• Conduct promotion campaign in schools in small towns
• Launch new advertising campaign with brand ambassador
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Thank
You