4. MAGGI as an international culinary brand
ā¢ Worldwide leader in flavor and
meal enhancement.
ā¢ Internationally as the trusted
brand in consumer and
professional kitchens.
ā¢ Almost 89 percent of chefs in
Hong Kong-the center of
Chinese culinary excellence-use
Maggi products in their meal
creations.
ā¢ The market leader in People's
Republic of
China, Philippines, India, Vietn
am, Malaysia and Thailand.
5. MAGGI-INDIA
ļ±NESTLE introduced MAGGI brand in INDIA in
1982.
ļ±With the launch of maggi noodles, NUL created
a new food category in indian packaged food
market.
ļ±Over in india, maggi became a popular snack
food product.
ļ±In fact, "Maggi" has become a genericized
name for instant noodles in India and Malaysia.
6. MAGGI-PRODUCT
length
ļ± Maggi stocks
White rice seasoning
Chicken stock
Chicken stock-less salt
Vegetable stock and beef stock
ļ± Soups
Cook up soups
Instant soups
ļ± 2 minute noodles
Chicken
Vegetable
Pizza
Curry
Cheese
Dal and aata
7. PRICE :
ā¢ Considering the price points in the market for Maggi, it should
continue to position itself in the "snacks" category itself, since few would
be willing to accept it as a meal (Indian Consumption Habits - Noodles
still arent taken as proper food item).
ā¢ Affordable by all income groups.
PLACE:
ā¢ The distribution network is well spread
ā¢ Easily available in all kirana stores, retail store etc.
ā¢ Market share
8. PROMOTION
:
Changed their advertising
campaign- focus on health and
nutrition.
Celebrity endorsements. Eg .
Javed Jafferi
Sales promotion in schools and
offices, as the exercise of brand
call.
Market research exercise-regards
of taste and health
issues. This helped maggi to think
about the customer.
Distributed free samples-period of
new launches.
9. ā¢ Maggi's first product extension was Maggi instant soups
launched in 1988. With the launch of Maggi soups, NIL had
become a pioneer in the organized packaged soup market in
India...
Taglines like 'Mummy, bhookh
lagi hai' (Mom, I'm hungry),
'Bas 2-Minute,' (Only 2
minutes) and
'Fast to Cook Good to
Eat' effectively communicated
the product's benefits to target
consumers
10.
11. STP of MAGGI
SEGMENTATION:
ā¢ Segmented the market on the basis of
lifestyle and eating habits of the indian
consumer.
ā¢ Focus mainly on age and appetite of
the urban families.
13. POSITIONING:
ā¢ Positioned their product with the
well known slogan
ā¢ ā2minute noodlesā
ā¢ ātaste bhi health bhiā
ā¢ āEasy to cook, good to eatā
ā¢ Positioned their product as to get
fast relief from hunger.