maggi

1. BRAND STORY
Launched in 5 flavors initially – Masala, chicken, Capsicum, sweet & sour, and Lasagna
– Maggi had to fight hard to be accepted by Indian consumers with their hard-to-change
eating habits. The packaged food market was very small at this time, Nestle had to
promote noodles as a concept, before it could promote Maggi as a brand. It therefore
devised a two-pronged strategy to attract mothers on the ‘convenience’ plank and lure
kids on the ‘fun’ plank. Gradually, the market for instant noodles began to grow. The
company also decided to focus on promotions to increase the brand awareness. In the
initial years, Nestle promotional activities for Maggi included schemes offering
gifts( such as toys and utensils) in return for empty noodles pack.
According to analysits the focus on promotion turned out to be the single largest factor
responisible for Maggi’s rapid acceptance. Nestle’s Managers utilized promotions as
measured to meet their sales target. Gradually, sales promotion became a crutch for
Maggi noodles sales. Later many of the Maggi’s extensions also made considerable use
of promotional schemes. The focus of all Maggi’s extensions was more on below the line
activities rather than direct communication. In addition to promotional activities, Maggi
associated itself with main stream television programme and advertised heavily on kids
programme and channels. After its advertisements with taglines like “mummy bhookh
lagi hai, bas do minute” and fast to cook good to eat Maggi’s popularity became highly
attributed to its “extremely high appeal to children”. As a result, Maggi’s annual growth
reportedly touched 15% during its initial years.
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2. VARIOUS PRODUCTS
The product mix of Maggi is divided into various categories defined below. The company
has launched various products under each category as mentioned below.
1. Noodles
• Maggi 2-Minute Noodle ( Masala , Chicken, Curry
and Tomato)
• Maggi Dal Atta Noodles ( Sambhar taste)
• Vegetable Atta Maggi Noodles
• Maggi Rice Noodles (Lemon Masala, Chilly Chow
and Shahi Pulao)
• Maggi Cuppa mania (Masala yo, Chilli chow yo)
2. Sauces
• Teekha masala
• Tomoto chatpat
• Imli khata mitha
• Tomato ketchup
• Hot and sweet
• Tomato pudina
• Ginger, Garlic & Coriander
• Maggi Oriental Chilli Garlic
• Ginger, Garlic & Coriander
3. Maggi Pichko
4. Soups Healthy
• Chef Style
- Cream Mushroom
- Sweet Sour Tomato Noodles
- Tangy Tomato Vegetables
• Home Style
- Creamy Chicken
- Mixed Vegetable
- Rich Tomato
• Chinese Style
- Chinese Hot Sour Chicken
- Chinese Sweet Corn Chicken
- Chinese Sweet Corn Vegetables
- Chinese Hot & Sour Vegetables
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3. 5.Maggi soup sanjivni
• Amla
• Badam
• Spinach
• Dal
• Tomato
6. Maggi bhuna masala
• Bhuna masala for gravy dishes
• Bhuna masala for vegetable dal
7.Maggi magic cubes
• Chicken
• Vegetarian masala
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4. TASTE AND PREFERENCES OF CONSUMERS
Health is the flavour of the season. Food companies in India are growing aware of the
increasingly changing consumption trends and taste preferences among the Indian junta.
No surprises, but this is the reason more and more companies are coming up (or are
actually re-marketing) with products that are healthy. Take for example Coke and Pepsi;
both have already started looking into the non-carbonated drinks category section. Maggi
first introduced in the market Maggi Atta Noodles – which it claimed was a healthy food
as it was made of wheat flour followed by soups.
Nestle India, in an effort to carry on with its trend of providing the Indian consumers
healthy food recently introduced a range of Healthy Soups. The entire range consists of
the following; maggi tomato, mixed vegetable, tomato vegetable, mushroom, chicken,
sweet corn chicken and hot and sour vegetable. The product is priced at Rs 25 for 70
grams.
Maggi became successful because it understood consumers . The brand never wanted to
change Indian consumer's habit. It did not had ambitions about changing Indian's
breakfast or dinner preferences. What Maggi did was to slowly attach itself to Indian
consumer's need without disruption.
Maggi was also closely watching consumer preferences.When consumers wanted healthy
food, Maggi launched Atta Noodle variants that was healthy . More importantly this
move addressed the concerns of Homemakers. The brand extended itself to multiple
segment but without diluting the core brand equity.
Maggi over these years have made lot of mistakes. It made mistakes because the brand
was willing to experiment. More importantly the brand learned from those mistakes and
corrected itself.
Maggi also invested heavily in brand building. The campaigns for one of Maggi's
products were always there in the media which kept the brand fresh in the mind of the
consumers. Maggi personifies the basic principles of understanding consumers,
innovating and investing in the brand.
Maggi is one packaged food brand that has only seen its popularity grow in the past many
years and the secret to the success is that instead of trying to change the food habits of
consumers, it has tried to align itself with local tastes and preferences with the ‘fast to
cook and good to eat’ promise.
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5. To commemorate its successful journey through a quarter of a century in the world’s
largest consumer market, the brand, last year, launched an innovative campaign inviting
its loyalists to share with it their Maggi stories and promised to broadcast them to the
world at large, thereby, making them the superstars overnight. Along with television
commercials, which aired individual consumer stories of their lasting memories of
Maggi, the brand displayed pictures of these loyal customers on the Maggi packs. Nestle
also introduced a website Meandmerimaggi.in for engaging with them.
The company also rewarded its consumers by adding to the Maggi portfolio, that hitherto
had sauces and soups in various flavours, a range of prepared dishes and cooking aids
such as Maggi Bhuna Masala and Maggi Pazzta. So far focussed on urban consumers, the
company also made a pitch for rural consumers by launching Maggi Rasile Chow
noodles at an inviting price of Rs4. Again, local tastes and recipes have been at the core
of all these marketing innovations.
“Creating delight and happiness in everyday meals is not just about providing tasty food.
It is about providing taste and health in a convenient combination,” says Shivani Hegde,
general manager, foods.
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6. DEMOGRAPHY AND PSYCHOGRAPHY OF
CONSUMERS
Demography:-
1) Age and sex: Maggi products are consumed by people of different age groups.
They are consumed by children, teenagers, adults as well as old people. They are
consumed by both genders male and female.
2) Income :- Maggi products are available at reasonable prices. So they are
consumed by the lower, middle as well as the higher class.
3) Religion and nationality:- Maggi products are famous and are consumed by
people of all religions and nationality.
Psychography:-
1) Attitude:- Consumers of maggi have a positive attitude towards the
product which makes it the leader in the market. Maggi dominates the market.
2) Lifestyle:- Lifestyle determines the way of living of people. It describes how a
consumer leads his life. Maggi products are consumed by all.
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7. MARKET SHARE
Maggi
has a
market share of 45% which is a high percentage. It dominates the market in the
ketchup segment.
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Maggi's Market Share in Ketchup
Category
45%
55%
Maggi
Others

8. Maggi's Market Share in Noodles
Category
80%
20%
Maggi
Others
Maggi has a market share of as high as 80% in the noodles segment. It
dominates the market. It is the leader in this segment.
SWOT ANALYSIS OF MAGGI BRAND
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9. The SWOT analysis of Maggi brand clearly indicates the strengths of Maggi as a Brand
in Indian market. The Brand was found to be a leader in its category of Noodles, with
strong customer loyalty. Intensive distribution of Maggi as a Brand was seen in urban
areas of the country. The major threats of the brand as shown in the figure below
indicates that Maggi has made several attempts to revamp itself as a ‘Healthy Product”
but till date its perseverance towards the tag line is low by the consumers. The brand is in
the growth stage of product life cycle with a strong inclination towards the maturity
stage.
RESEARCH METHODOLOGY:-
SWOT
ANALYSIS
STRENGTH
Market leader in their segment
Strong brand loyal consumer base
Wide range of distribution channel
Product according to the need of
Indian consumer
Innovative Product
WEAKNESS
Product are dependent on each
other
Not so much presence in rural
market
OPPORTUNITY
Increasing number of working youth
Product has been acceptable in youth
category
Shift to rural market
Changing preference of consumer
towards Chinese food and fast food.
Can foray into other food markets with
its strong Brand name
THREAT
Price war with competitors.
Strong presence of regional
competitors
Consumers don’t perceive it as
a “Healthy Product”
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10. OBJECTIVES OF QUESTIONNAIRE
 To understand the influence of Maggi as a brand on consumers mind set.
 Sources of Brand equity of Maggi like Brand awareness, Brand image, Brand
association, Brand recall.
 To understand the Brand performance of Maggi products.
 To understand Brand Imagery, Brand Quality perceived by customers, Brand
credibility, consideration, superiority and feelings.
 To know the medium of media through which they became aware of Maggi.
METHOLODOGY
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11. The research will be carried out in the form of a survey. This will include primary
research in addition to secondary research as stated below. The survey research method
will be descriptive research design. Each respondent will be interviewed through a
Questionnaire. The sample will be selected by a simple random sampling method.
The survey will address the following information area:
Information Areas:
The objective as spelt out can be elaborated into specific information areas to be studied.
 How do customers perceive Maggi as a stable brand, their perception of noodles
and how do they associate themselves with Maggi?
 Are the consumers aware of Maggi Brand or they associate noodles with some other
brand?
 Which product from the entire basket of Maggi products do the consumers consider
as the best selling product for Maggi and to which the consumers frequently buy?
 Are the consumers willing to accept Maggi brand extensions to some other products
like chocolate, juices, chips etc?
QUESTIONNAIRE
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12. Q 1) Are you a consumer of Maggi?
□ Yes □ No
Q 2) What comes first in your mind when you hear the word Maggi ?
• Noodles
• Fast food
• Snacks
• None of these
Q 3) what is the brand that comes to your mind when we say the word noodles?
• Maggi
• Top Ramen
• Surya Noodles
• Anil Noodles
Q 4) Rank the following Maggi products w.r.t. frequency of purchase with 1 being the
highest rank RANK
• Noodles _________
• Ketchup _________
• Soup _________
• Pickles _________
• Cubes _________
Q 5) With what products would you associate the brand Maggi?
• Ketchup
• Noodles
• Soup
• Masala
Q 6) On a scale of 1 to 5 rate Maggi on the following parameters
• Taste ____________
• Variety/Flavours ____________
• Hygiene/Purity ____________
• Availability ____________
• Packaging (SKUs) ____________
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13. Q 7) Rank the categories which Maggi should look in future in order of your importance :
• Chocolates _____________
• Salted Potato Chips _____________
• Fruit Juices _____________
• Processed foods(Ready to use pastes, masalas) ____________
• Others ( Please mention) _____________
Q 8) How do you perceive Maggi products?
• Good for health.
• Ready to eat.
• Junk food
• Tasty / Fun eating
Q 9) Which Maggi products in noodles category do you regularly buy? (Repositioning
awareness)
• Maggi masala
• Maggi vegetable atta noodles
• Maggi dal atta noodles
• Maggi rice noodles mania
• Others
Q 10) You came to know about Maggi from:
• Newspapers
• Radio
• T.V advertisements
• Word of mouth
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14. • Other source
Q 11) Do you remember any of the T.V. advertisements of Maggi Tomato Ketchup?
□ Yes □ No
Q 12) Do you perceive Maggi noodles as a healthy product?
• Yes
• No
Q 13) If No then your suggestions for improvement as a healthy product?
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
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15. ANALYSIS OF THE QUESTIONNAIRE
Q 1) Are you a consumer of Maggi?
□ Yes □ No
Analysis: The survey suggested that out of 20 consumers all 20 are consumers of maggi
products. Maggi is quite famous with the different types of consumers in the market. Our
survey took the sample of consumers in general.
Q 2) What comes first in your mind when you hear the word Maggi ?
• Noodles
• Fast food
• Snacks
• None of these
Analysis: The survey suggested that 14 out of 20 consumers associated maggi with
noodles. 3 for snacks and masala each. People are familiar with maggi as a brand for
noodles in majority.
Q 3) what is the brand that comes to your mind when we say the word noodles?
• Maggi
• Top Ramen
• Surya Noodles
• Anil Noodles
Analysis: The survey suggested that Maggi is the most popular brand with consumers
of noodles. It suggests that 18 out of 20 consumers associate noodles with maggi.
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16. Q 4) Rank the following Maggi products w.r.t. frequency of purchase with 1 being the
highest rank RANK
• Noodles _________
• Ketchup _________
• Soup _________
• Pickles _________
• Cubes _________
Analysis: Most of the consumers have ranked noodles as 1. People purchase maggi
noodles in majority. The frequency of the purchase of maggi noodles is high.
Q 5) With what products would you associate the brand Maggi?
• Ketchup
• Noodles
• Soup
• Masala
Analysis: The survey suggested that 12 out of 20 people associated the brand maggi with
noodles. 6 consumers associated it with masala. 2 consumers associate the brand with
soup and 1 with ketchup.
Q 6) On a scale of 1 to 5 rate Maggi on the following parameters
• Taste ____________
• Variety/Flavours ____________
• Hygiene/Purity ____________
• Availability ____________
• Packaging (SKUs) ____________
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17. Analysis: The products of maggi have been rated well above 3 in the above parameters
by most of the consumers.
Q 7) Rank the categories which Maggi should look in future in order of your importance :
• Chocolates _____________
• Salted Potato Chips _____________
• Fruit Juices _____________
• Processed foods(Ready to use pastes, masalas) ____________
• Others ( Please mention) _____________
Analysis: According to the survey, maggi should look for salted potato chips in future as
it is highly demanded by the people in the market.
Q 8) How do you perceive Maggi products?
• Good for health.
• Ready to eat.
• Junk food
• Tasty / Fun eating
Analysis: The survey suggests that most of the consumers perceive maggi products as
being good for health.
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18. Q 9) Which Maggi products in noodles category do you regularly buy? (Repositioning
awareness)
• Maggi masala
• Maggi vegetable atta noodles
• Maggi dal atta noodles
• Maggi rice noodles mania
• Others
Analysis: The survey suggested that most of the consumers regularly buy maggi
vegetable atta noodles while a few of them preferred maggi masala noodles.
Q 10) You came to know about Maggi from:
• Newspapers
• Radio
• T.V advertisements
• Word of mouth
• Other source
Analysis: The survey suggested that a majority of the people came to know about maggi
through television advertisements. Maggi advertisements are quite famous with the
consumers.
Q 11) Do you remember any of the T.V. advertisements of Maggi Tomato Ketchup?
□ Yes □ No
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19. Analysis: The survey suggested that the advertisement of maggi tomato ketchup is
remembered by the consumers. 12 out of 20 consumers remember the advertisement of
tomato ketchup.
Q 12) Do you perceive Maggi noodles as a healthy product?
• Yes
• No
Analysis: The survey suggested that majority of the consumers perceive maggi noodles as
a healthy product. The survey suggests that 20 out of 20 consumers perceive maggi
noodles as a healthy product.
Q 13) If No then your suggestions for improvement as a healthy product?
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ __ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Analysis: The survey suggests that 20 out of 20 consumers perceive maggi noodles as a
healthy product and need no improvement as a healthy product.
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21. BIBLIOGRAPHY
www.google.com
www.wikipedia.com
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