Need: Maggi understood that there was a need of a product that took less time to cook and was also good to eat.
Brand: Maggi as a brand has become synonymous with instant noodles. Due to its good taste, wide range of products, affordability and attractive packaging and promotional strategies, Maggi has an extensive mass appeal.
Segmentation: Maggi has segmented its market as below:
Age group: Since the eating habits and preferences have a direct relation to the age of consumers Maggi has segmented the market as tweens(10-14), teenagers(14-19),young adults(15-29), middle aged adults (30-59) and old age.
Behavioral: Maggi has segmented its market on the basis of product usage rate, its occasional usage characteristic, willingness of the buyer to purchase and the product benefits they sought.
Psychographic: Segmentation of market by Maggi has been done also keeping in mind the lifestyle of urban families, office-goers, working women, health consciousness of people and children’s need for taste and fun.
Targeting: Initially Maggi targeted the children and working class women .Later it extended its reach to the young college students, professionals. Now it has also represented itself as a food product for all age groups and hence including the old age.
Positioning: In the beginning Maggi positioned itself as a convenience product for mothers and fun product for children. Keeping in mind that people are becoming more and more health-conscious it has become a health product as well. Maggi stands strongly in instant food market.
Product: Maggi is a nestle brand of instant food products right from instant noodles, ketchups, sauces, cubes, seasonings etc. It was introduced in India in 1982. Some of the major products of maggi are: Maggi 2-minute Noodles, Vegetable atta noodles, Maggi Sauces, Maggi Masala, and Maggi Soups.
Price: Understanding that Maggi is a snack and only some would be willing to pay more, it has