Maggi

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PRODUCT ND BRAND MANAGEMENT
TERM PAPER PROPOSAL

A STUDY OF
MAGGI BRAND
EXTENSION AND REPOSITIONING

INTERNATIONAL MANAGEMENT INSTITUTE, NEW DELHI
EXECUTIVE POST GRADUATE DIPLOMA IN MANAGEMENT

SUBMITTED TO:
Prof. S. Balasubramanian

SUBMITTED BY:
ALOK GUPTA (08XPGDM05)
MODAK PRIY (08XPGDM31)
SATENDRA TOKAS (08XPGDM46)
SUDEEP KUMAR KUNDU (08XPGDM50)
VINEET DIXIT (08XPGDM59)

ACKNOWLEDGEMENT

We hereby regard our sincere thanks to Prof. S. Balasubramanian , IMI New Delhi under whose guidance this project was undertaken.

We would like to thank our friends for their generous support and the respondents who gave their valuable piece of time for participating in the survey to complete the study.

TABLE OF CONTENTS

1. EXECUTIVE SUMMARY……………………………………………………………….…04 2. INTRODUCTION…………………………………………………………………………...05 3. MAGGI BRAND IN INDIA………………………………………………………………….05 4. BRAND STORY……………………………………………………………………………..06 5. PRODUCT VARIENTS……………………………………………………………….…….10 6. MARKET SHARE…………………………………………………………………………....11 7. RESEARCH METHODOLOGY…………………………………………………………....12 8. OBJECTIVE………………………………………………………………………………….12 9. RESEARCH PLAN…………………………………………………………………………..12 10. DATA COLLECTION PLAN…………………………………………………………………13 11. METHODOLOGY……………………………………………………………………………..13 12. SURVEY RESULT…………………………………………………………………………….14 13. SWOT ANALYSIS OF MAGGI BRAND……………………………….……………………19 14. STPD ANALYSIS OF MAGGI BRAND………………………………….…………………..20 15. CUSTOMER-BASED BRAND EQUITY PYRAMID (CBBE)………………………..……..21 16. BRAND PRISM OF MAGGI…………………………………………………………………..22 17. CONCLUSION………………………………………………………………………………….23 18. RECOMMENDATION………………………………………………………………………….23 19. FUTURE PLAN………………………………………………………………………………….24 20. LIMITATION…………………………………………………………………………………......24 21. APPENDIX-1(QUESTIONAIRE)……………………………………..……………………….25

EXECUTIVE SUMMARY

The report entitled “A study of Maggi Brand Repositioning and Extension” deals with the study of Maggi brand that was launched in India in the year 1983, by Nestle India Limited, which became synonymous with noodles. This research paper tries to find a solution to a real life problem of Maggi to launch its products as a Healthy Product. The introduction provides the company background, operational & other important information provided by the company which would assist in taking the decision for the right brand extension strategy for Maggi.

INTRODUCTION

The industrial revolution in Switzerland in the late 1800s created factory jobs for women, who were therefore left with very little time to prepare meals. This wide spread problem grew to be an object of intense study by the Swiss Public Welfare Society. As a part of its activities, the Society asked Julius Maggi miller to create a vegetable food product that would be quick to prepare and easy to digest. Born on October 9, 1846 in Frauenfeld, Switzerland, Julius Michael Johannes Maggi was the oldest son of an immigrant from Italy who took Swiss citizenship. Julius Maggi became a miller and took on the reputation as an inventive and capable businessman. In 1863, Julius Maggi came up with a formula to bring added taste to meals. Soon after he was commissioned by the Swiss Public Welfare Society, he came up with two instant pea soups and a bean soup - the first launch of the Maggi brand of instant foods in 1882 - 83. Towards the end of the century, Maggi & Company was producing not just powdered soups, but bouillon cubes, sauces and other flavourings. The Maggi Company merged with Nestlé in 1947. Today, Maggi is a leading culinary brand and part of the NESTLÉ family of fine foods and beverages. Under the Maggi brand, which is today known world wide for quality and innovation, Nestle offers a whole range of products, such as packaged soups, frozen meals, prepared sauces and flavourings.

MAGGI BRAND IN INDIA

Maggi Comes to India – teething troubles Maggi noodles was launched in India in the...
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