Product life cycle of Nestle Maggie and Sunfeast Yippee noodles

Product life cycle of Nestle Maggie and Sunfeast Yippee Noodles

BYGaurav sain 58Anirudh Bhakshi 35Abhsishek Kakkar 04Aman Gupta 409Akash Sunny 19

About Nestle FMCG industry provides a wide range of consumables The competition among FMCG manufactures is also growing and as a result of this, investment in FMCG industry is also increasing, specifically in India.

It market its products in 130 countries across the world..

Nestle put nutrition as the core of their business..

Nestle is a Swiss company founded in 1986 by Henri Nestle

Basically the company started to meet the need of the milk in world war I..

3MAGGI-Product mixMAGGI 2-MINUTE Noodles

MAGGI Vegetable Atta Noodles

MAGGI CUPPA MANIA

MAGGI Vegetable Multigrain Noodles 4

Whenever, Wherever, However Connecting with Customers out of homeon the moveMaggi Fun spotsSupply in other nestle kiosksITES/BPO employees

MAGGI-PLACEMENT

The distribution network is well spread almost everywhere in India,as it is easily available in all kirana stores, retail store etc.5 MAGGI-PricingMaggi 2-Minute Noodles (Chicken) 95 gms12 now 10Maggi 2-Minute Noodles (Curry) 100 gms13.00Maggi 2-Minute Noodles (Masala - spicy) 100 gms12 now 10Maggi Rice Noodles95 gms15.00Maggi 2-Minute Noodles (Veg atta) 200 gms30.00

Maggi Dal Atta Noodles 100 gms20.006PRODUCT LEVELS: CUSTOMER VALUE HIERARCHY

Core benefit - FAST TO COOK & GOOD TO EAT.

Basic product benefit - good taste with proper nutrition levels and good health. TASTE BHI HEALTH BHI

Expected product benefit - proper and a good package & fully packed seasoning tastemaker & affordable prices.

MAGGI: PromotionSales PromotionExchange schemesPrice-off offerScratch n Win OffersMoney back offer..Sponsor school quiz..Awareness campaign..

8Advertisement

Effective Taglines

9SWOT analysisStrength Market leaderUSP- Easy to cook & tastyVarietyBrand loyaltyAdvertising strategy..Distribution channels

WeaknessPerceived as made up of Maida not good for health and calories..Heavily dependent on one flavor ..

OpportunitiesAvailability of New segments (e.g. old age people)Increasing level of income of consumers and fast life.Unexploited rural market..ThreatsITC, the competitor provides higher margins to its distributors and growing fast.Top Raman has adopted the strategy of reducing the price of its product.

IntroductionThe course of a products sales and profits over its lifetime of Maggie is called the Product Life Cycle of it

Product life cycle is a concept that provides a way to trace the stages of a productsacceptance , from its introduction (birth) toits decline..

STAGES IN PLCIntroduction Stage..

Growth Stage..

Maturity Stage..

Decline Stage..

PLC OF MAGGI

TIMEIntroduction Stage..Sales growth tends to be slow at this stage.

Cost per customer is high.

Negative profits.

Competitors are few.

The marketing objective is to create product awareness.

14. INTRODUCTORY STAGE OF MAGGI

The product launched keeping in mind the working women and children

No competition

It was the pioneer in the instant noodle market.

Distribution channel Producer -- Distributor --Retailer -- Consumer

15INTRODUCTION CONTPRICING The initial pricing strategy was low pricing strategy to make product affordable.

PROMOTION Promotion focuses on awareness and information Promoted with the tag line BAS 2 MINUTE. Promotion done by - Giving gifts on empty packets.

16Growth StageRapidly rising sales.

Rising profits.

Unit manufacturing cost declines.

The marketing objective is to maximize market share.

17MAGGI GROWTH STAGE Sales increased.50% market share.No.1 brand.PRICE- prices were kept normal.

PRODUCT- no any new changesPROMOTION-GOOD TO EAT FAST TO COOK

Entry of Competitor18Maturity StageSales are at peak.Profits are high.Cost per customer low.The marketing objective is to maintain or extend the market share.

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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: -50 gms -100 gms -200 gms -family packs(400 gms)

MAGGI MATURITY STAGEIntroduced new Variety.Price Rs. 5 Onwards.Big Time Promotional Offers.Slow Down In Sales.Market Saturation.

22MATURITY CONT PRODUCT - Maggi introduced wide variety of products like Dal atta noodles, Chicken maggi, Maggi cuppa mania. PRICE - Maggi still comes in very affordable prices starting from Rs. 5, they reduced the quantity instead of increasing price. DISTRIBUTION - Distribution became more intensive. Adopted various intensive programme for encouraging the product over their competitors in the market.

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Segmentation To Differentiation Classic Noodles - 5 to 10 yrs..

Veg. Atta Noodles - health conscious.

Rice Mania teenagers..

Cuppa Mania - office goers.MAGGI DECLINE STAGESales saw a decline in 1990s. Formulation changed from fried base to . air dried base.

New product launched but failed. -Dal atta noodles of sambur flavour. Tough competition from TOP RAMEN. 25Reintroduction of MAGGI NoodleReintroduced in 1999Increased DistributionFocus on new segments of SocietyNew & Interesting TV Commercial

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