Marketting Plan of Maggi Ketchup
CHAPTER – 1
INTRODUCTION
1.1. BACKGROUND OF THE STUDY:
Nestlé Bangladesh Limited is a leading Food company with lots of global strategic brands operating in Bangladesh. MAGGI is one of the strategic brands of Nestlé Bangladesh Limited. Worldwide MAGGI brand is used for Nestlé's Soup, Noodles, Seasonings, Recipe Mixes and Sauces.
In Bangladesh, MAGGI brand has two product categories under this strategic brand name: Noodles and Soups. As part of the brand extension and value creation objective of the company, Nestlé now is going to launch MAGGI Ketchup in Bangladeshi market. Ketchup and Sauce business of Nestle under the brand name MAGGI is very much profitable and successful in other countries specially South Asian regions like in Nestle India (10,000 tons per annum) and Nestle Malaysia (12,000 Tons per annum). In most of the countries, where MAGGI has launched its ketchup range, it has become the market leader in this category.
Following this heritage and business excellence in ketchup business, Nestlé Bangladesh is also interested to explore the business in local market. Moreover, in Bangladesh, there's a huge market for Ketchup and sauces. A very good number of players including some very strong local players are operating successfully in this market.
Now Nestle would like to launch in this segment and making a five years marketing plan.
1.2. OBJECTIVE OF THE STUDY:
1.2.1. Broad Objective:
To plan of launching MAGGI Ketchup in Bangladesh to grasp a major portion of market share.
1.2.2. Specific Objectives:
❑ To see the market situation and have an overview of the ketchup industry ❑ To analysis opportunity and issue ❑ To set the objectives ❑ To set marketing strategy ❑ To set financial projection and implementation controls. 3. SCOPE:
1.3 SCOPE:
Our particular report all most covers the marketing plan on MAGGI Ketchup in Bangladesh for the next five years. It shows the feasibility of
INTRODUCTION
1.1. BACKGROUND OF THE STUDY:
Nestlé Bangladesh Limited is a leading Food company with lots of global strategic brands operating in Bangladesh. MAGGI is one of the strategic brands of Nestlé Bangladesh Limited. Worldwide MAGGI brand is used for Nestlé's Soup, Noodles, Seasonings, Recipe Mixes and Sauces.
In Bangladesh, MAGGI brand has two product categories under this strategic brand name: Noodles and Soups. As part of the brand extension and value creation objective of the company, Nestlé now is going to launch MAGGI Ketchup in Bangladeshi market. Ketchup and Sauce business of Nestle under the brand name MAGGI is very much profitable and successful in other countries specially South Asian regions like in Nestle India (10,000 tons per annum) and Nestle Malaysia (12,000 Tons per annum). In most of the countries, where MAGGI has launched its ketchup range, it has become the market leader in this category.
Following this heritage and business excellence in ketchup business, Nestlé Bangladesh is also interested to explore the business in local market. Moreover, in Bangladesh, there's a huge market for Ketchup and sauces. A very good number of players including some very strong local players are operating successfully in this market.
Now Nestle would like to launch in this segment and making a five years marketing plan.
1.2. OBJECTIVE OF THE STUDY:
1.2.1. Broad Objective:
To plan of launching MAGGI Ketchup in Bangladesh to grasp a major portion of market share.
1.2.2. Specific Objectives:
❑ To see the market situation and have an overview of the ketchup industry ❑ To analysis opportunity and issue ❑ To set the objectives ❑ To set marketing strategy ❑ To set financial projection and implementation controls. 3. SCOPE:
1.3 SCOPE:
Our particular report all most covers the marketing plan on MAGGI Ketchup in Bangladesh for the next five years. It shows the feasibility of
Bibliography: 1. Kotler Philip, Marketing Management, 11th edition, Prentice Hall, 2003 2. Kotler Philip & Armstrong Gary, Principles of Marketing, 11th edition, Prentice Hall, 2006 3. http://www. Nestle .com 4. http://www.nutrition.nestle.com ----------------------- Manufacturer Distributor Retailer Final consumer [pic]