Marketing Plan for Maggie

Topics: Ketchup, Marketing, Maggi Pages: 22 (5072 words) Published: May 19, 2009

In 1991 we opened our country to foreign brands. As per this liberalization policy many a foreign players ventured into our country finding it a lucrative large mass market. India’s market potential lures foreign companies. Many international companies that ventured in after 1991 are tallying their profits and losses and wondering what the future holds for this market of 950 million people. But India is a diverse country where different states have different consumption patterns and customs. Thus competition has become the key word in today’s scenario. Till 1970’s and 80’s Maggie and Kissan were the major ketchup brands but after liberalization Heinz entered Indian market which offered tough competition. These major giants are also facing competition from many local players like Tops, Cremica and other local brands. Through this project we have studied 4 P’s of marketing mix which includes PRODUCT, PRICE, PLACE and PROMOTION for Maggi Tomato Ketchup. Product highlights various attributes of the product. Price helps us in analyzing whether it is competitively priced or not. Promotions showcases which mode of promotion is most effective and how do consumers respond to various celebrity endorsements. Place focuses on efficiency of distribution network of Maggi Tomato Ketchup. We have also drawn out some inferences by applying various statistical tools like ‘SIGN TEST’. Towards the end we have suggested some recommendations as a group on how can we improve the marketing mix of the product.

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. The first Nestlé factory to begin production in the United States was opened in Fulton, Oswego County, New York.

Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestlé SA, introduced the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles 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 and the national economy.

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 %). Nestle India plans to expand business into similar and diversified product categories. The management wants to leverage all the hard work done to establish a particular brand by extending the brand in some other areas, where it sees an opportunity to make further money. In other words to derive the maximum benefit from having established the brand Nestle did exactly, what it wanted with one of their brands- Maggi.

Objective of the study
In this project, our main focus was to analyze Tomato Ketchup taking into consideration the 4 P’s of the marketing mix. • To analyze various product attributes of Ketchups & Sauces and its management in the current scenario. • To study the entire distribution mix of the product line. • To critically comment on the pricing strategy adopted by the company. • Lastly our study will also focus on the various promotional aspect of the brand in lieu of ketchup and also promotional mix of the product line. All these objective were to analyze the performance of a particular product line of a brand followed by the suggestions which we as a group have given in order to improve...
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