Maggi Marketing Presentation 2016
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Full Presentation on Maggi Marketing including Product development and business model and about brand repositioning Ashis Kyal
Maggi Marketing Presentation 2016
- 1. Presented By:- Meghna P Goldy Hirawat Manish Negi Ashis Kyal Deepak Rai Poonam Mishra 2-Minutes Noodles
- 3. Nestle Motto is Teamwork with responsible leadership Nestle is people & product oriented. Nestle practiced * Transformational Leadership style. * Transactional Leadership style. Leadership Style
- 4. Logo Evolution 1868 1868 1938 196619881995 2015 2016
- 5. Introduction of Maggi Swiss Public Welfare Society asked Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest. In 1863, Julius Maggi developed a formula to add taste to meals, which later paved the way for Maggi and other easy to make food products. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his fathers mill. However, in India it was launched in 1980s by Nestle group of companies. Maggie had merged with Nestle family in 1947.
- 6. Branding Strategy Maggi comes with Line Extension strategy for its product NoodlesLine Extension with different Variants Line Extension with different Pack Size
- 7. Market Penetration Strategies Campaigns in school Advertising strategies: Focusing on kids Focusing on Working Women Conducting regular market research
- 8. SUPPLIERS Distributors, Raw material suppliers, Packaging INDUSTRIAL RIVALRY Yippe, Patanjali etc. NEW ENTRANTS Foodles, Soupy Noodles SUBSTITUTES Chowmein, fast Food, Pasta BUYERS Customer of Mind-set, Brand image Porters Five Force Model
- 9. Market Development Strategies Customer Relations Capturing New Customer Price Incentiv es Continuous process innovation Strong dealer vendor relation Good Packing
- 10. Brand Positioning Nestle Unleashed Maggi in India in 1982 Nestles iconic brand: they have 57% of market share. First-mover advantage in the instant noodles segment helped Maggi to retain their market leadership over the years. Advertising taglines like Mummy, bhookh lagi hai, Bas 2-Minute and Fast to Cook Good to Eat (in 1990s) easily positioned Maggi in the minds of target consumers. NIL has started to offer aggressive discounts and incentives to retailers on Maggi.
- 11. Brand Repositioning After the company was banned from selling the product in India, Maggi had to undergo tests in three government-accredited laboratories in Jaipur, Hyderabad and Mohali, as ordered by the Bombay High Court prior to commencing sales in the market. The Swiss food major has also partnered with online marketplace Snapdeal for selling Maggi. They promoted Maggi by providing free samples from their web site. This time they didnt came with any brand ambassador, they use emotions of their costumers for repositioning their brand. #WeMissYouToo
- 12. Brand Communication Advertisement Public Relationship Sales Promotion Interactive Marketing
- 13. Company Brand Vs. Competitors Brand Consumption of different noodle brand by consumers:- Maggi Yippee Patanjali Knorr Top Ramen Cup Noodles Scoopies Wai Wai
- 14. Focus on creating distinctive image, based on twin benefits of INSTANT and HEALTHY with emphasis on health conscious and rural market. Conduct promotional campaigns at schools in small towns. Strengthen the distribution channel of the rural areas. Suggestion & Recommendations
- 15. Interesting @Maggi Who is the Man behind Maggi? Maggi destroyed 550 tonnes worth 54 crores of its noodles due to lead controversies. The person who filed the case on Maggi is Sudhir Kr. Ojha Nestles 30% revenue came from Maggi noodles in 2014 Instant and quick date with Maggi