Marketing Plan

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Executive Summary


1.0Current Marketing Situation

1.1Introduction to Noodle Market
1.2Introduction to Maggi Noodles
1.3SWOT Analysis
1.4STPD Analysis
1.5BGC Matrix
1.6Michael Porters’s Five Forces Model
1.7Brand Recall Value & Future Trends

2.0Marketing Strategy

2.1Marketing Targets from the financial year 2008-2009
2.2The 4 P’s
2.3Marketing Research

3.0Marketing Budget

4.0Implementation Controls

1.0Current Marketing Situation

1.1Introduction to Noodle Market

Noodles are a value added item made from flour. Amongst processed cereal products in India, noodles have a share of output and constitute the largest segment in this sector of the processed food market.

Noodles can be classified according to type of raw materials used in their manufacture, the type of manufacturing method used, and the form of the product on the market and the size of the noodle strands.

The most popular especially in Southeast Asia is the rice vermicelli; mi fen or mee fun in China, bifun or maifun in Japan, beehoon in Singapore and Malaysia, sen mee in Thailand, bahn hoi in Vietnam and bihon in the Philippines.

China, Indonesia & Japan are the biggest market for noodles

Production equipments have been improved, modernized, and up-graded to guarantee efficient productivity.

Certification under the PFA Act is necessary. The BIS has specified standards.
1.2Introduction of Maggi Noodles

NIL introduced the Maggi brand to Indian consumers when it launched Maggi 2 Minute Noodles, an instant food product, in 1982. At that time, Indian consumers were rather conservative in their food habits, preferring to eat traditional Indian dishes rather than canned or packaged food. In fact, NIL was trying to create an entirely new food category, instant noodles, in India. Initially, the company targeted working women on the premise that Maggi noodles were fast to cook and hence offered convenience However, this approach failed as was evident from the fact that the sales of Maggi noodles were not picking up despite heavy media advertising. To get to the root of the problem, NIL conducted a research, which revealed that it was children who liked the taste of Maggi noodles and who were the largest consumers of the product. After this, NIL shifted its focus from working women and targeted children and their mothers through its marketing. NIL's promotions positioned the noodles as a 'convenience product', for mothers and as a 'fun' product for children. The noodles' tagline, 'Fast to Cook Good to Eat' was also in keeping with this positioning. NIL aggressively promoted Maggi noodles through several schemes like distributing free samples, giving gifts on the return of empty packs, etc. NIL's advertising too played a great role in communicating the benefits of the product to target consumers. Through its ads, NIL positioned Maggi as a 'fun' food for kids which mothers could prepare easily. Taglines like 'Mummy, bhookh lagi hai' (Mom, I'm hungry), 'Bas 2-Minute,' (Only 2 minutes) and 'Fast to Cook Good to Eat' effectively communicated the product's benefits to target consumers.

These ads had become so popular that the tagline 'Bas 2-Minute' immediately reminded Indian consumers of Maggi noodles even several years after the ads were taken off the TV. Maggi's first product extension was Maggi instant soups launched in 1988. With the launch of Maggi soups, NIL had become a pioneer in the organized packaged soup market in India. NIL offered a variety of culinary products such as instant noodles, soups, sauces and ketchups, cooking aids (seasonings), etc., under the Maggi brand. Of these, instant noodles had been NIL's main product category in the culinary segment since the launch of Maggi 2 Minute Noodles (Maggi noodles) in 1982. Over the years, Maggi noodles became a popular snack food product in India. During the...
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