There was a key need for a product that provides good quality food and at the same time

was convenient. Maggi visualized that there should be a product which take less time to cook and consumer uses that product to get fast relief from hunger. First, Maggi targeted at the kids, because they know these segment want such kind of product from which they can get relief ,whenever they feel hungry. As the result,they came up with Maggi- 2minuteNoodles. Prepared dishes and cooking aids: Nestle India Limited is the market leader in Indian Noodle Market with its Maggi Brand of Noodles which was pioneer brand launched in 1983 in the packaged food market of India. NIL had introduced sauces, ketchups and soups under Maggi brand to reap benefit of brand popularity and image and contribute to financial gains by 1990.Maggi also became successful in sauces, ketchups and soups Market in India. Though NIL tried to extend to other ready to eat products like pickles, cooking aids and paste, It was unsuccessful so dumped those products. Today this segment contributes around 27% of nestles total sales which earlier used to vary around 15%. So it has almost doubled its contribution within a short span of 10 years. The segment is growing around 15% today which verifies that it is one of the biggest pillars in nestles success. Here is the data: Prepared dishes and cooking aids (fiures in rs. Thousand) sales total sales % to total sales 27,64,335 1,91,96,805 14.40 35,03,183 2,04,75,213 17.11 40,94,043 2,27,89,541 17.96 42,06,099 2,37,26,318 17.73 50,17,250 2,64,36,359 18.98 59,80,120 2,94,41,963 20.31 78,11,377 3,64,71,832 21.42 1,05,19,346 4,47,10,625 23.53 1,33,50,493 5,22,24,214 25.56 1,72,50,400 6,37,65,800 27.05

year 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

Prepared dishes and cooking aids 20000000

15000000 10000000 5000000 0 1 2 3 4 5 6 7 8 9 10

% to total sales
30 25 20

year sales

15 10 5 0 1 3 5 7 9

% to total sales

Products under the category: Maggi in India is best known for its flagship product of instant noodles with its various desi sub-segments such as the traditional dal atta , veg atta and rice noodles along withtheir various variants, Curry, Masala, Tomato, Chicken in the traditional and Shahi Pulao, Lemon Masala and Chilly Chowin the rice noodle segments Products: Soups: Cook up Soups Instant soups Products of Maggi 2 minute Noodles: Chicken flavor Vegetables flavor Pizza flavor Curry flavor Cheese flavor Maggi Stocks White Rice Seasoning Chicken Stock Chicken Stock-less salt Beef Stock& Vegetables Stock

Ketchups Tomato Chilli Garlic Chilli Extra-Hot Chilli

In 2005 Maggi brand worth was 3.7 billion from 1.7 billion market worth in 1.7 billion in 2003. Maggi Noodle is Market leader with around 80% market share in Noodles/Pasta and Maggi Sauce is market leader with almost 37% of market share in 2005 in 1.8 billion market of India. Knorr has taken over Maggi in Soup market recently. Maggi is competing with Heinz Sauces and Ketchup, Knoor Soups, Kissin Sauces and Ketchup, Top Ramen, Sunfeast Pasta Wai Wai and 2 PM in corresponding categories of products and variants