1. Nestle Good food good life
The Brand Maggi
Nestle
Good food good life

2. Outline of the presentation
Nestle company profile and basic product category
Maggi noodles
Market share, initial strategy
Product protection
PLC,SWOT,STPD Analysis
Market penetration strategies and hurdles
Current scenario and suggestive promotional Strategies

3. About Nestle The company dated to 1967
Henry Nestle developed a milk based baby food and soon began marketing which was the first product of nestle

4. Nestles product list Nestle milk maid Magi pickup Magi pizza maze
Magi sauces
Nestle munch
Nestle Milo
Nestle ice tea
Nestle natural dahlia etc

5. What brand name comes to your mind when I say the word Noodles
Magi

6. Market share
Magi has 94% Market share
Top Ramen has 4%
Others 2%

7. Initial Strategies of Magi
It has faced lot of hurdles in India
The major being Indian psyche
Initial Targeting was working women in the platform of convenience
However despite heavy media advertising sale of magi was not picking up
Hence NIL conducted a Research

8. Cont………..
NIL promotions positioned the noodles as convenience to mothers and fun for kids
Tagline “ Fast to cook, good to eat” in line with the positioning
They promoted further by distributing free samples, giving gift on return of empty packets
Effective tagline communication “2 minute noodles, Taste phi health phi”

9. Product protection in market
The word “Noodles” was registered By Nestle India in 1984
Magi is the trademark for noodles category products from the year 1984

10. Product life stages

11. SWOT ANALYSIS Strength Market leader Brand loyally
Distribution channels
Innovative flavors
Weakness
Heavily dept on one flavor
Health related issues
Opportunities
Unexploited rural market
Increasing no. of working youths
Affinity of Indians to Chinese food
Threats
Strong presence of regional competitors
Competitive pricing (top Ramen)

12. DSTP Differentiation : Taste,Flavor,packaging
Segmentation : Based on lifestyle and habit
of urban Families
Targeting : Kids.Office goers
Positioning : With Statements such as 2 minute Noodles and easy to cook and good to eat

13. DSTP Analysis Differentiation : Taste.Flavor,packaging
Segmentation : Age,Eating habit,lifestyle of urban families
Targetting : kids,youth,office goers,working women,health conscious people
Positioning : easy to cook good to eat,2 min noodles,taste bhi health bhi

14. Market penetration Strategy
Promotional stratergy in school
Advertising straight focus on kids
Innovative new products – veg atta noodles,dal atta noodles,cuppa mania
Availability of diff packages- 50,100,200gms,400gms-family pack
Conducting regular market survey

15. Hurdles Faced
Saw decline in formulation changed from fried base to air dried base
competition in noodle market – top ramen
New product failer – dal atta noodle in sambhar flavor

16. Current scenario of maggi
Leading brand in india and world over
Reasonable competitive pricing
Creative interactive blogs for customers

17. Suggestive promotion
Focus on creating distinctive image, based on twin benefit of instant and healthy with emphasis on health conscious and rural market
Conduct promotional campaigns at schools in small towns with population not more than 1000
Strengthen the distribution channel of rural areas within 100 km of all the metros

18. Some more …………
New advertising campaign (tv,radio,print,media commercials)
Conduct market research to find out the market penetration of the product in the rural areas covered
Packaging to be tweaked to accommodate the pictures of consumers chosen by the company If the consumer has a story to tell about maggi,putting him or her on packaging,print or tv
Brand extentions –like maggi bhuna masala,maggi cupa mania instant noodles