An in-DEPTH MARKETING STUDY OF ONE OF INDIA’s most loved brands Soups An in-DEPTH MARKETING STUDY OF ONE OF INDIA’s most loved brands Team Members : Sumita (C002) Ankit Chowdhary(C013) Ayush Jain (C023) Vivek Kuruvilla (C035) Venkat Pogaru(C045) Sharan Sistla(C056) Sharanya H Yaradi(C066)

Soup Industry.. Revenue and Sales for Soup variants in the Indian Market Among the variants only 2 present in Indian market , with Dehydrated soups having 90% share.

Soup Industry.. Canned/Preserved Soup Chilled Soup Tomato Dehydrated Soup Frozen Soup Instant Soup UHT Soup Variants of Soups available Internationally Tomato Sweet Corn Vegetable Chicken Mushroom Hot & Sour Chicken Noodles Flavors of Soups available in India

Competitor Analyses More than 15 flavors Positioned as ideal snack option before dinner Heavy expenditure on marketing with Kajol as brand ambassador Strategically messaging itself as ‘light, healthy, tasty, easy to prepare’ Primary target audience-kids & office goers Extensive digital marketing Piggy riding on the strong distribution network of HUL Various local variants Single serve packs at lower price Positioned as a pre dinner snack Heavy expenditure on marketing and advertisement Messaging of ‘taste bhi, health bhi’ Primary target audience-kids Not much presence in digital media Piggy riding on the huge brand value and emotional connect with Maggi Noodles Variety of Chinese flavored soups-very different from the previous two Positioned as provider of authentic Chinese soups Very strong distribution channel across 250 cities with more than 900 C&FA Only domestic brand that is giving competition to international brands Coming up with an extensive advertising campaign which is discussed later A small basket of selected Indian flavors Positioned as a local delicacy Weak distribution channel in North India Poor messaging with just “Tasty Delights” Low budget for marketing activities High scope for growth as it has not penetrated much into the market High brand equity and awareness of MTR in RTE segment which can be used

CONSUMER PERCEPTION Indian Consumer still thinks Soup is not Food. They Still prefer Noodles as Instant food. Suggestion would be to increase consumer awareness and knowledge about health and nutrient aspects of Soups.

Consumer Perception CONSUMER PERCEPTION People perceive Maggi to be “2-minute Product”. BUT Maggi Promotes its product as Healthy. Suggestion to improve this would be to increase product awareness through digital campaign and increase in advertising.

Consumer Perception Suggestions Introduce Variants in Soup like Frozen or Chilled Soup. Increase awareness about health aspects of Soups and increase awareness about Maggi Soups. Increase Depth of Soup variants with respect to Packet size as they did for Maggi 2 minute noodles. Do Aggressive advertising campaign to promote Maggi soups as a healthy instant soup

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