JANIKIDEVI BAJAJ INSTITUTE OF MANAGEMENT STUDIES
A STUDY OF
MAGGI NOODLES POSITION IN MARKET
S U B J E C T
G R O U P M E M B E R S :
M I T T A L I P A N C H A L
N A M R A T A S H R I V A S T A V A
L A T A D U B E Y
S U B M I T T E D T O
Prof.:- S H A L I N I M A M
We hereby regard our sincere thanks to Prof. SHALINI MAM under whose guidance this project was undertaken.
We would like to thanks 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
MAGGI BRAND IN INDIA 1
BRAND STORY 2.
PRODUCT VARIENTS 2.
MARKET SHARE 3.
RESEARCH METHODOLOGY 3.
RESEARCH PLAN 4.
DATA COLLECTION PLAN 4.
SURVEY RESULT 6.- 8
SWOT ANALYSIS OF MAGGI NOODLES 9
FUTURE PLAN 12
MAGGI BRAND IN INDIA
Maggi Comes to India – teething troubles Maggi noodles was launched in India in the early1980s. Carlo M. Donati, the present Chairman and Managing Director of Nestle India Ltd, brought the instant noodle brand to India during his short stint here in the early eighties. At that time, there was no direct competition. The first competition came from the ready-to-eat snack segment which included snacks like samosas, biscuits or maybe peanuts, that were usually ‘the bought out’ type. The second competition came from the homemade snacks like pakoras or sandwiches. So there were no specific buy and make snack! Moreover both competitors had certain drawbacks in comparison. Snacks like samosas are usually bought out, and outside food is generally considered unhygienic and unhealthy. The other competitor, ‘homemade’ snacks overcame both these problems but had the disadvantage of extended preparation time at home. Maggi was positioned as the only hygienic home made snack! Despite this, Nestlé faced difficulties with their sales after the initial phase. The reason being, the positioning of the product with the wrong target group. Nestle had positioned Maggi as a convenience food product aimed at the target group of working women who hardly found any time for cooking. Unfortunately this could not hold the product for very long. In the course of many market researches and surveys, the firm found that children were the biggest consumers of Maggi noodles. Quickly they repositioned it towards the kids segment with various tools of sales promotion like colour pencils, sketch pens, fun books, Maggi clubs which worked wonders for the brand.
Maggi was positioned as ‘2-minute noodles’ with a punch line that said ‘Fast to cook! Good to eat!’ And this gave...
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