Maggi Project

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  • Topic: Maggi, Sapporo Ichiban, Koka noodles
  • Pages : 7 (1486 words )
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  • Published : November 16, 2010
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Project On
Advertising & sales Promotions
nestle ” Maggi 2 Minute Noodles ”

PROJECT SUBMITTED BY: -------------------------------------------------

MANDAR BANSODE (PG20090107) -------------------------------------------------

Nestle Mission:

“Nestle is dedicated in providing the best foods to people throughout their day, throughout their Lives, throughout the world. With our unique experience of anticipating consumers' needs and Creating solutions, Nestle contributes to your well-being and enhances your quality of life.”

Nestle Objective:

1) Good to know: Factual information on nutrition content
2) Good to Remember: Tips for healthy lifestyle, cooking and diet 3) Good to Talk: Consumers call to their consumer services teams or log on to their website.

About Nestle:

Nestle India is a subsidiary of Nestle S.A. of Switzerland. Nestle India manufactures a variety of food products such as infant food, milk products, beverages, prepared dishes & cooking aids, and chocolates & confectionary. Some of the famous brands of Nestle are NESCAFE, MAGGI, MILKYBAR, MILO, KIT KAT, BAR-ONE, MILK MAID, NESTLE MILK, NESTLE SLIM Milk, NESTLE Fresh 'n' Natural Dahi and NESTLE Jeera Raita.

About Maggi:

Maggi was launched in India in the early 1980s. 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 homemade 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. Nestlé 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 the implied understanding to the consumer that it was a ‘between meals’ snack. The company could have easily positioned the product as a meal, either lunch or dinner. But, it chose not to do so, because the Indian consumer mindset did not accept anything other than rice or roti as a meal. Hence they tried to substitute it with noodles would have been futile. The firm did not position it as a ‘ready-to-eat’ meal either, as the housewife prefers to ‘make’ a meal for her kids rather than buy it for them. And if she can make it in two minutes with very little effort, then...
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