PRESENTATION ON MARKET POTENTIAL OF nestle MAGGIE NOODLES

INTRODUCTION TO THE STUDY The objective of modern marketing is to make profits through satisfying consumer’s needs & wants . Hence, the marketers have to understand the real needs ,wants, beliefs & attitudes of the consumers towards their products & services.

NESTLE MAGGIE NOODLES Nestlé India Ltd. is the Indian subsidiary of the global FMCG major, Nestlé SA. Nestle introduced the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles product.

MAGGI Maggi is an over 100-year-old Nestlé brand of instant soups, stocks, bouillons, ketchups, sauces, seasonings and instant noodles. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father's mill. It quickly became a pioneer of industrial food production, aiming at the improvement of the nutrition of worker families.

Maggi is the brand for 2-minute noodles, Chinese noodles, ketchups and sauces for Nestle. As per the latest available data, sales of Maggi 2-minute noodle in India are highest among all other Nestle products worldwide. Analysts say Nestle, which faced one of the most challenging years in the FMCG industry in 2003, has realised that unless it continuously innovates in an endeavour to provide value-for-money to consumers, the company's bottom line may be impacted in the long run.

STATEMENT OF THE PROBLEM The present study is concerned with market potential for Nestle Maggie noodles in ottapalam, pallakkad. It constitutes the market potential of the Maggi noodles of Nestle India Ltd.

MARKET POTENTIAL DEFINITION Market potential is the limit approached by market demand as industry marketing expenditure approach infinity for a given marketing environment. Companies interested in market potential have a special interested in the product penetration percentage, which is the percentage of ownership or use of product or service in a population.

OBJECTIVES OF STUDY Primary objective- Secondary objectives- To assess the market potential of Nestle maggi noodles. Secondary objectives- To analyze the awareness of maggi noodles. To analyze the market demand for the product. To know the different factors influencing the purchase decision.

RESEARCH METHODOLOGY Research is the scientific & systematic search for pertinant information on a specific topic. It is the systematized effort to gain new knowledge.

Type of research - Descriptive Sampling design - Probability, convenient sampling Sampling population - 500 Sampling unit - 50 Tools for data collection- Questionnaire Sample scale - semantic scale

DATA COLLECTION Primary data - Questionnaire. Secondary data- Internet websites, magazines, journals.

LIMITATIONS OF THE STUDY The result of the study may not be accurate as the sampling unit is much smaller compare to the population. Time provided for the study is relatively too short to analyze the market potential.

LITERATURE REVIEW The potential market is the set of customers who profess a sufficient level of interest in the market offer. However consumer interest is not enough to define a market for a marketers unless they also have sufficient income and access to the product.

Nestle decided to introduce Maggi brand in India in the same product category. This noodles was initially test marketed in 1974 in Kerala. The response was not encouraging. Having then realized that the dietary habits of Keralites are not conductive to the idea of having noodles. Test marketing of the brand extended to Goa with the idea that Goan food habits have some similarity with western habits. Fortunately for the company, the test turned out to be positive and Maggi became an accepted brand in India.

The steps involved in the research are : 1. SURVEY METHODS Customer survey for primary data: We asked the customers to rank the various attributes on a scale of very important, important and not very important to find-out the brand perception. 2. QUESTIONNAIRE DESIGN In designing the questionnaire we paid particular attention to the content and wording of the questions. There were some questions which could be easily framed. The same scale of yes/no and very important, moderately important and least important was used to make the respondents comfortable.

SAMPLE COPY OF THE QUESTONNAIRE PERSONAL DETAILS- NAME - ………………………………. OCCUPATION - ……………………………………… LOCATION - ……………………………………………. AGE 15-25 25-35 35-45 45 & ABOVE FAMILY MONTHLY INCOME 10000-20000 200000-30000 30000-50000 ABOVE 50000

Are you aware of the brand maggi noodles? Yes No FAMILY TYPE JOINT NUCLEAR CONSUMPTION DETAILS Are you aware of the brand maggi noodles? Yes No Do you consume Maggi noodles? If no,it is because- lack of awareness lack of availability find it expensive don’t like the product other reasons (specify)…………………………….

You came to know about maggi noodles from- Newspaper television word of mouth radio Point of sale Magazines others ……………………….. Which pack you usually purchase? 5Rs 10Rs 20Rs 40Rs 80Rs 6. . How frequently you purchase Maggi noodles? Every week Every forth night Every month Occasionally

What do you feel about the availability the product? very easy easy moderate difficult very difficult Which other noodles brand you prefer most? Knorr Foodles Top Raman Yippee How do you find the taste of maggi taste maker? Very good Good Average Poor Very poor Which flavour of maggi noodles you prefer most? Vegetable noodles Chicken noodles Masala noodles Dal Atta noodles

11. How do you find the packaging of maggi noodles 11. How do you find the packaging of maggi noodles? Excellent good satisfactory not satisfactory 12. From where do you usually purchase maggi? Nearby shops retailors Malls Super market Bakery Wholesellers 13. Why do you prefer Maggi noodles? Price Taste Flavour Brand Image Availability 14.Do you know that Maggi is From the house of NESTLE? Yes No

15. Tick the level of importance you give while buying noodles- Attribute Very imp Important Moderate Least imp Price Taste Healthiness Advertisement

16.Which age group do you think prefer maggi most? 4-12 13-25 26-35 above 35 17.Do you think attractive advertisement helpe maggi to increase its sales? Yes No 17. Which time you would like to have magi noodles? Breakfast Lunch Heavy tea Dinner 18.Any suggestions- ……………………………………………………………………..

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