1. 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)

2. 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.

3. 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

4. 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

5. 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.

6. 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.

7. 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

8. THANK YOU!!