Maggi

Topics: Brand, Maggi, Brand management Pages: 24 (7094 words) Published: August 31, 2013
A
Project Report On

MARKETING MANAGEMENT OF MAGGI.

By

Shreya.N.Shetty

UNDER THE GUIDANCE OF
Prof. Mrs Nithya

SUBMITTED TO

PILLAI’S COLLEGE OF ARTS, COMMERCE AND SCIENCE.

PANVEL

INDEX
Sr. No.| Particulars| Page No.|
1| Acknowledgement| |
2| Background of Nestle India| |
3| The Company’s History| |
4| CSR Activities| |
5| Introduction of the Project| |
6| Brand Story| |
7| Maggie Brand Extension| |
8| Brand Name| |
9| Brand Logo| |
10| Jingles and Taglines| |
11| Brand Equity| |
12| Brand Product folio| |
13| Management Strategiesi)4P’S Evaluationii) Integrated Mass Communicationiii) STPD Analysisiv) SWOT Analysis| | 14| Positioning of the product Maggi.| |
15| Promotion of the product Maggi.| |
16| Distribution Channel| |
17| Demography and Psychograph of consumers| |
18| Taste and Preferences of Consumers| |
19| Success Factors of Maggi.| |
20| Conclusion| |

ACKNOWLEDGEMENT

Behind every study there stands a myriad of people whose help and contribution make it successful. Since such a list will be a prohibitively long. I may be excused for important missions. I hereby regard our sincere thanks to coordinator Mrs. Prerna, under whose guidance this project was undertaken.

.

EXECUTIVE SUMMARY
The report entitled a Study of “Brand Maggi” 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. 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
Background –Nestle India ltd:-
Nestle India ltd:- Nestle India Limited (NIL) is the Indian subsidiary of the global FMCG major, Nestle SA. Nestle India Ltd. introduced Maggi Brand to the Indian consumers with the launch of Maggi 2 Minute Noodles, an instant food product, in 1982. With the launch of Maggi noodles, Nestle India Ltd. created an entirely new food category - instant noodles - in the Indian packaged food market. Nestlé, which world knows as cautious and conservatory company is a Swiss originated 140 years old Multinational.

The man at the helm is Swiss national Carlo Donati, an all inspiration and image of the company. His philosophy is bottom line dictating top line‘ based on delegation and decentralization. It resulted from a merger in 1905 between the Anglo-Swiss Milk Company for milk products established in 1866 by the Page Brothers in Cham, Switzerland and the Farine Lactée Henri Nestlé Company set up in 1867 by Henri Nestlé to provide an infant food product. Nestlé India‘s business objective and that of its management and employees is to manufacture and market the Company‘s products in such a way as to create value that can be sustained over the long term for consumers, shareholders, employees, business partners. The product mix of Nestle India consists of milk products and baby products (42.5%),beverages (29.3 %), processed foods (14.4 %), chocolate and confectionary (13.8 %).

THE COMPANY’S HISTORY:-

Year 1870- The Swiss Julius Michaël Johannes Maggi (1846-1912) inherited the family business: a mill in Kemptal, near Zurich.

Year 1886 - Several women were factory workers, thus the time available for house work and the preparation of meals was considerably reduced, and working class families suffered from poor nutrition. In view of this state of affairs, the doctor Schuler recommended the wide use of dried vegetables: peas and beans, given their rich nutritive value. Julius Maggi produced appliances for roasting and grinding these vegetables, to make flour from peas, beans, lentils etc., and enabling housewives to make a quick...
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