Maggi 2-minute noodles has enjoyed market dominance in India since being introduced in 1982 by Nestle. It currently holds around 90% market share. Maggi went through the typical product lifecycle stages of introduction, growth, maturity, and decline when Nestle changed the formulation in 1997. However, in 1999 Maggi was relaunched and recaptured the market through new advertisements and focusing on its benefits of being instant and healthy. The document suggests promotional strategies for Maggi like test marketing new products, strengthening rural distribution, and launching new ad campaigns with a brand ambassador.

1. Maggi
Product : Maggi 2-minutes NoodlesProduct : Maggi 2-minutes Noodles
AASHISH SINGH
ABHISHEKH PANJA
AKASH SHUKLA
AKASH PATIL
ASHISH HIRAWAT

2. IntroductionIntroduction
 Maggi- International brand of Instant soups, ketchups,
sauces, instant noodles, etc.
 Owned by -Nestle
 Nestle launched Maggi for the first time in India in the year
1982.
 Now it enjoys around 90% market share in this segment.

3. World Market Share
Maggi 94%
Top Ramen
4%
Other Local
2%
Maggi 94% Top Ramen 4% Other Local 2%

4. PRODUCT LIFE CYCLE
Source:

5. PLC – Maggi- 2mins noodles
 a : Introduction
 a-b : Growth
 b-c : Reduction In Sales
 c : Re-Launch
 c-d : Market Re-Capture
 d : Introduction to new Variants

6. Introduction stage of Maggi Noodles:(1982)
 Introduced in India in the year- 1982
 First-mover in the instant noodles category
Growth stage of Maggi Noodles: (1983-1997)
 It enjoyed around 50% market share valued at 250cr in this segment
Maturity stage of Maggi Noodles: ( through out 1990’s)
 During 1990’s the market became saturated.
 Maggi faced tough competition from Top Ramen and Hakka Noodles.

7. Decline stage of Maggi Noodles: (1997)
 NIL changed the formulation of Maggi noodles in 1997.
However, this proved to be a mistake.
 New product launched failed in the market, eg. Dal Atta
Noodles of Sambur flavor.
Relaunch stage of Maggi Noodles: (1999)
 In 1999 company again changed the formation of its products.
 Company came up with various interesting advertisements.

8. BCG Matix
 According to this matrix, business could be classified as high or
low according to their industry growth rate and relative market
share.

9. 19821983-97 and
2000-
till date
19971999

10. Suggestive Promotional
Strategies1. They should conduct test marketing before
launching new product.
2. Focus on creating distinctive image, based on twin
benefits of “INSTANT” and “HEALTHY”.
3. Conduct promotional campaigns at schools in small
towns with population more than 10,000.
4. Strengthen the distribution channel of the rural
areas within 100 KM of all the metros.
5. Launch new advertisement campaign (T.V., Radio
and print media commercials) with the brand
ambassador.

11. References
 https://cb.hbsp.harvard.edu/cbmp/product/IM
D601-PDF-ENG -Bala Chakravarthy, Harvard
Business Publishing
 http://www.worldfoodhistory.com/2014/03/hi
story-of-maggi-brand-of-nestle.html
 http://articles.economictimes.indiatimes.com
/2012-11-28/news/35408963_1_instant-
noodles-upy-noodles-maggi-noodles -Preethi
Chamikutty

12. Thank you