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Nayomi Mehta Nirjara Vyas Puneet Tandon Rohit Singh Siddharth Dikhale Sumitabh Swarnakar Vani Bandhu
Nestle introduced the maggi brand in India in 1982. With its launch of Maggi 2 minute noodles, NIL created an entirely new food category in the Indian packaged food market.The brand is very popular in many countires.Maggi is a brand of instant soups and noodles. It recently introduced a new varities of its noodles to carter to the health conscious customers like less salt and no trans fats.Over the years, in Inida maggi noodles became a popular snack food product. NIL offered a variety of culinary products such as instant noodles,soups,sauces and ketchups,cooing aids etc under the maggi brand
TARGET MARKETS
MARKET DEMOGRAPHICS
Region: urban, semi-urban, rural (recent) Occupation: Housewives, working professionals, selfemployed Sex : Unisex Family life cycle: Young, single, married with children
Behavioural:
Occasions: Regular, Everyday user-urban, rural-depends on the temporal aspects of the consumers life(varied usage in terms of time of time of day, week, month, year) User status: first time user-rural, potential users-semi-urban, heavy users-urban Usage rate: Heavy user-urban, light-rural, medium-semi-urban Loyalty status: hard core and shifting loyals Buyer-Readiness Stage: rural-some are aware, semi-urban:some intend to buy(aware, informed),urban: informed(some desire,some intend to buy) Attitude toward product: Enthusiastic, positive
EXISTING MARKETS
NEW PRODUCTS MARKET PRODUCT PENETRATION DEVELOPMENT (Upgrade existing variants of (Introduce new variants of
MAGGI) MAGGI)
EXISTING PRODUCTS
NEW MARKETS
DIVERSIFICATION
(Launch totally new variants of
MAGGI in totally new markets)
STARS
HIGH
(MAGGI Chicken, Dal Atta Noodles) CASH COW DOGS (MAGGI masala flavour) (MAGGI tomato, Curry flavours)
HIGH LOW
QUESTION MARKS
TOP RAMEN
'Don't be a noodle, be a Smoodle,' was the ad that brought the Top Ramen brand into limelight when it was launched in 1991. Market share FY 2005-2006: 14% Variety: a) Packet Noodles: Macho Masala, Funky Chicken, Oye Tomato, Curry Smoodles. b) Cup Noodles: Spicy Vegetable, Tangy Chicken
100g
200g 400g
Rs. 10
Rs. 2o Rs. 40
170g
270g 480g
Rs. 18
Rs.35 Rs. 50
Nissin 2%
Private Label 1%
Maggi 81%