....................................... 4 Current Market Scenario .................................................................................................................... 5 Nestle Maggi Products ........................................................................................................................ 6 Competitors ........................................................................................................................................ 8 Research Premise and Methodology .................................................................................................... 10 Preliminary Research ............................................................................................................................ 11 Maggi Strategy .................................................................................................................................. 12 Early Strategy and launch ............................................................................................................. 12 Marketing Strategy – Exploring Value Creation Opportunities .................................................... 13 Marketing strategy – Company Analysis Details .......................................................................... 13 Marketing Strategy – Choosing Value...
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...MANAGEMENT STUDUES MAGGI CUPPA MANIA Sub: CUSTOMER ACQUISITION AND RETENTION FT MBA- B RESEARCHED BY: Prachi Chandgothia 16 Company profile: - Nestle Nestle was founded in 1867 in Geneva, Switzerland by Henri Nestle. Nestlé’s first product was "Farine Lactee Nestle", an infant cereal. In 1905, Nestle acquired the Anglo-Swiss Condensed Milk Company. Nestlé’s relationship with India started 1912, when it began trading as The Nestle Anglo-Swiss Condensed Milk Company (Export) Limited, importing and selling finished products in the Indian market. After independence, in response to the then economic policies, which emphasized local production, Nestle formed a company in India, namely Nestle India Ltd. Today, Nestle is the world's largest and most diversified food company. It has around 2,50,000 employees worldwide, operated 500 factories in approximately 100 countries and offers over 8,000 products to millions of consumers universally. NESTLE PRODUCTS: A) MILK Product and Nutrition -Nestle Milk -Nestle Milkmaid -Nestle Dahi -Nestle EVERYDAY dairy whitener -Nestle EVERYDAY Ghee B) Beverages -Nescafe Classic -Nescafe Milo C) Prepared Dishes & Cooking Aids -MAGGI 2-Minute Noodles -MAGGI vegetable Atta Noodles -MAGGI Dal Atta Noodles -MAGGI Rice Noodles Mania -MAGGI Cuppa Mania -MAGGI Sauces -MAGGI Pichkoo -MAGGI Pizza Mazza -MAGGI Bhuna Masala -MAGGI Magic Cubes ...
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...Model Maggi Noodles (Nestle India Ltd). About Nestle Nestlé India is a subsidiary of Nestlé S.A. of Switzerland. With eight factories and a large number of co-packers, Nestlé India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction. The Company insists on honesty, integrity and fairness in all aspects of its business and expects the same in its relationships. This has earned it the trust and respect of every strata of society that it comes in contact with and is acknowledged amongst India's 'Most Respected Companies' and amongst the 'Top Wealth Creators of India' Define Business (Purpose, Accomplish Authority) T.G. Earlier TG • Working Women • Children Recent Changes in TG • All age group People Fast and Hygiene Meal Company: Nestle India ltd. Brand Name: Maggi “Two Minutes Noodles” Products • MAGGI Vegetable Multigrainz Noodles • MAGGI 2-Minute Noodles • MAGGI Vegetable Atta Noodles • MAGGI Cuppa Mania Logo Taglines • Two minutes noodles • Taste Bhi Health Bhi (2005 To Current) • Mummy I am Hungry • Happiness is homemade • Cook different • Make the Most of it • Har do minute me khusiyan • Ready to cook • Fast to cook, good to Eat (1980) Current Tagline • Taste Bhi Health Bhi Brand Ambassadors Amitabh Bachchan Rohit Sharma Unmukt Chand Collateral Online Presence Website of Nestle and Maggi Noodles ...
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...Positioning Strategy: By creating product, service, channel, people and image differentiation Nestle reach the consumer touch point more effectively & efficiently in comparing with their competitors in the highly competitive food processing sector. Product Differentiation: Nestle brings a lot of product for target customers. They provide 25 types of minerals in Nido for children. It also provides Cerelac and Lactogen1 &3 for newly born baby exclusively. Now the doctors prescribe these products for babies to their parents for high nutrition Nescafe is a product which contains 4 types of categories. They offer Nescafe ice for hot weather, classic for all 3 in 1 for those who are busy. They provide Maggi including Maggi instant; Maggi 2 minutes which contain various minerals, vitamins and nutritions.Maggi also provide magi healthy soup and Maggi corn soup but charge the same price. Channel Differentiation: Nestle reach their products to the customers through their expert market salesman and transportation. So that their products are much available to their respective customers. Image differentiation: Nestlé’s logo is totally different from its competitors that are greatly accepted by its customers. For that reason customer easily identify them in the market which is another effective advantage for Nestle. People differentiation: Nestle has a large number of employees that are highly educated and trained. In Bangladesh, 400 employees are working in market Company chairman;...
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...[pic] FACULTY OF SCIENCE & TECHNOLOGY MAY 2015 EBTD 4103 NEW PRODUCT DEVELOPMENT MATRICULATION NO. : 850919085881001 IDENTIFICATION NO. : 850919-08-5881 TELEPHONE NO. : 012-278 1322 E-MAIL : mnoridham@oum.edu.my LEARNING CENTRE : Shah Alam Learning Centre TABLE OF CONTENTS PAGE NUMBER 1. INTRODUCTION OF THE SELECTED COMPANY ................... 2 2. LITERATURE REVIEW ON THE VARIOUS STAGES IN A PRODUCT LIFE CYCLE …………………………………………………......... 3 3. ANALYSIS OF THE SELECTED PRODUCT ACCORDING TO THE STAGES IN THE PRODUCT LIFE CYCLE .......................................................................................... 5 4. RECOMMENDATIONS TO THE COMPANY ON HOW THE COMPETITIVENESS OF THE SELECTED PRODUCT CAN BE IMPROVED ................................. 8 5. CONCLUSION ......................................................................................... 8 6. REFERENCES ......................................................................................... 9 1. INTRODUCTION OF THE SELECTED COMPANY 1. The Nestlé company history The history begins back in 1866, when the first European condensed milk factory was opened in Cham, Switzerland, by the Anglo-Swiss Condensed Milk Company. In Vevey, Switzerland, our founder Henri Nestlé, a German pharmacist, launched his Farine lactée, a combination of cow’s...
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...MANAGMENT | September 17 2012 | * Introduction to Nestle, * Maggie-Brief History, * Brand Extension,Repositioning * Maggi Products * Segmentation,Targeting,positioning * Promotional Strategy * SWOT Analysis * Success story * Improvements | Maggi Case Study | Harpreet Kaur INTRODUCTION TO MAGGI Maggi noodles is a brand of instant noodles manufactured by Nestlé. The brand is popular in Australia, India, South Africa, Brazil, New Zealand,etc Maggi noodles are part of the Maggi family, a Nestlé brand of instant soups, stocks, and noodles. In Malaysia, there are fried noodles made from maggi noodles known as Maggi goreng. Maggi noodles also introduced a new variety of its noodles, to cater for the health conscious like 'No MSG', 'Less Salt', and 'No Trans fat'. A wholewheat flour based noodle variation marketed by the name "Vegetable Atta Noodles" has been introduced in India (Atta flour is used in preparing most forms of wheat based breads in India) and caters to health conscious buyers wary of the refined flour used in the regular Maggi noodles. This move helps the brand in India as suburban mothers, who feed the noodles to children as an afterschool snack, are the primary customers of the brand. Recently, a line of rice noodles and whole wheat with pulses, carrots, beans, and onions has also been introduced in India. "Maggi" has become a well-known brand for instant noodles in India and Malaysia such as curry and chicken flavoured noodle soup. Nestlé...
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...market of 950 million people. But India is a diverse country where different states have different consumption patterns and customs. Thus competition has become the key word in today’s scenario. Till 1970’s and 80’s Maggie and Kissan were the major ketchup brands but after liberalization Heinz entered Indian market which offered tough competition. These major giants are also facing competition from many local players like Tops, Cremica and other local brands. Through this project we have studied 4 P’s of marketing mix which includes PRODUCT, PRICE, PLACE and PROMOTION for Maggi Tomato Ketchup. Product highlights various attributes of the product. Price helps us in analyzing whether it is competitively priced or not. Promotions showcases which mode of promotion is most effective and how do consumers respond to various celebrity endorsements. Place focuses on efficiency of distribution network of Maggi Tomato Ketchup. We have also drawn out some inferences by applying various statistical tools like ‘SIGN TEST’. Towards the end we have suggested some recommendations as a group on how can we improve the marketing mix of the product. Nestlé, which world knows as cautious and conservatory company is a Swiss originated 140 years old Multinational. The man at the helm is Swiss national Carlo Donati, an all inspiration and image of the company. His philosophy is ‘bottom line dictating top line’ based on delegation and decentralization. It resulted from a merger...
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... | |Introduction of Nestle Company |5 | |3. | |Introduction to Maggi Noodles |7 | |4. | |Product Mix, Brands and Product Offering |9 | | |4.1 |Product Mix of Nestle |9 | | |4.2 |Brands of Nestle |12 | | |4.3 |Product Offering by Maggi |14 | |5. | |Market Segmentation, Targeting and Positioning |16 | | |5.1 |Bases for Segmenting Consumer Markets |17 | | |5.2 |Target segment of Maggi Noodles |19 | | |5.3 |Positioning of Maggi |20 | |6. | |Four P’s of marketing Mix ...
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...R M PA P E R P R O P O S A L A STUDY OF MAGGI BRAND EXTENSION AND REPOSITIONING I N T E R N AT I O N A L M A N A G E M E N T I N S T I T U T E , N E W D E L H I E X E C U T I V E P O S T G R A D U AT E D I P L O M A I N M A N A G E M E N T SUBMITTED TO:S U B M I T T E D B Y: 1 2. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management ACKNOWLEDGEMENTWe hereby regard our sincere thanks to Prof...................., IMI New Delhi under whoseguidance this project was undertaken.We would like to thank our friends for their generous support and the respondents who gavetheir valuable piece of time for participating in the survey to complete the study. 2 3. TITLE: Maggi’s Brand Extension and Repositioning Subject: Product And Brand Management TABLE OF CONTENTS1. EXECUTIVE SUMMARY……………………………………………………………….…042. INTRODUCTION…………………………………………………………………………...053. MAGGI BRAND IN INDIA………………………………………………………………….054. BRAND STORY……………………………………………………………………………..065. PRODUCT VARIENTS……………………………………………………………….…….106. MARKET SHARE…………………………………………………………………………....117. RESEARCH METHODOLOGY…………………………………………………………....128. OBJECTIVE………………………………………………………………………………….129. RESEARCH PLAN…………………………………………………………………………..1210. DATA COLLECTION PLAN…………………………………………………………………1311. METHODOLOGY……………………………………………………………………………..1312. SURVEY RESULT…………………………………………………………………………….1413. SWOT ANALYSIS OF MAGGI BRAND……………………………….……………………1914. STPD ANALYSIS OF MAGGI BRAND………………………………….…………………..2015. CUSTOMER-BASED...
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...Maggi case. Will Maggi Bounce Back? Would Nestle be able to Leverage the crisis and Gamble on the Indian Market? Prepare a case study. It should include the following: Summary/ Introduction/Background/ Situation/ Impact/ Discussion/ Recommendations/Way forward Summary Nestle India’s popular 2-minute noodles Maggi accounted for 60% of the noodle sales in 2014. In 2015, Nestle faced the biggest hit after Maggi was recalled by FDI, after tests showed high levels of lead and MSG in the noodle. The tests conducted in other countries did not find the levels unsafe and recently the Bombay High Court struck down the nationwide ban questioning the test results. By analysing the situation it’s hard to say where the fault lies. Were there really unsafe amount of lead and MSG in the noodle? Were they framed? The way Nestle responded to the situation, was it wrong? What else could Nestle have done? What should Nestle do bring Maggi back? This case study will show how the situation developed, how Nestle dealt with it, and also how Nestle handled the customer’s queries. The case will also have recommendations on how to bring back Maggi to the customers’. Introduction Background Nestle first entered the Indian market by setting up a milk factory in 1961. Nestle India Limited introduced the Maggi brand to Indian consumers by launching Maggi 2 Minute Noodles, an instant food product in 1982. At that time they were trying to create a new food category of instant noodles especially targeting...
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...BRAND MANAGEMENT ASSIGNMENT ON CASE STUDY ‘COOKING UP MAGGI NOODLES’ Submitted To: Prof. R. Ravi Sir Submitted by:Group No. 6 Anubhav Gupta (Group Leader) 14 Abhay Rathod 33 Dhrupal Patel 27 Meenakshi Mathpal 04 Manikandan B. 43 Amit Sharma 80 Q.1 How did Maggi climb the ladder of success through its branding activities in its initial years? Ans.NESTLE introduced Maggi brand in INDIA in 1982. Maggi also good substitution of chinese noodles in India Indian like spicy food habit so Maggi launched masala flavor to attract indian consumers. With the launch of Maggi noodles, NIL created a new food category in Indian packaged food market. In India, Maggi became a popular snack food product. In fact, "Maggi" has become a generalized name for instant noodles in India Maggi brand replaced favourite Indian desi snack such as samosa and kachoris with hot bowl of maggi noodles. Maggi brand make image of instant and convenience for housewife and working women. Maggi used tagline “fast to cook, good to eat” which support to indian audience. It helps mothers with the promise of fast to cook and good to eat snacks. „convenience savvy time misers‟ Power of Maggi Maggi belongs to brand Nestle It never uses Nestle name in its advertisements. It has become a brand in its own name Dominates Nestle brand Tagline Taglines like 'Mummy, bhookh lagi hai' (Mom, I'm hungry) 'Bas 2-Minute,' (Only 2 minutes) 'Fast to Cook Good to Eat' effectively communicated the...
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...Chocolates & Confectionary segments. Nestle leads the value sales of noodles in India with a market share of 79.3%. A testament to Nestle’s domination of the sales of plain noodles is the fact that for its instant noodles brand Maggi, among all its global offices. India accounts for the highest level of volume sales for the company. The Company goal is to get 85% of the market share by 2014. The marketing plan analyses; the current marketing mix of Maggi Noodles, studies the popularity of the Maggi, its situation, Its Marketing Strategy, and to obtain the break even analysis of it. 1. INTRODUCTION: Ever since its launch in India in 1983, this brand has become synonymous with noodles. The bright red and yellow colours of the packet with the brilliant blue”2-minute Noodles” printed on it has found a place on every kitchen. Over the years, Maggi has grown as a brand and positioned itself as a “fast to cook! Good to Eat!” food product. The history of this brand traces back to the 19th century when the industrial revolution in Switzerland created factory jobs for women, who were therefore left with very little time to prepare meals. Due to this growing problem Swiss Public Welfare Society asked a miller named Julius Maggi to create a vegetable food product that would be quick to prepare and easy to digest, Julius the son of an Italian immigrant came up with the formula to bring added taste to meals in 1863. Soon after he...
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...Ahmed” honorable Senior lecture, Department of Business Administration, East West University whose enthusiastic guidance and help during the entire study period made it possible for us to prepare this report. We are grateful to some prominent authors worldwide whose book I have consulted in the preparation of the assignment. We also thank to our course mates for their advice and comments to the success of the report. Thank You, Jahid Hasan Rajib Id- 2010-3-13-059 On Behalf of the Group September 28, 2012 Kashfia Ahmed Senior Lecture Department of Business Administration East West University 43 Mohakhali C/A, Dhaka- 1212, Bangladesh. Subject: Submission of Assignment on “Marketing Strategy of Nestle. Dear Madam, With due respect, we are please to submit herewith the assignment on “Marketing Strategy of Nestle” that you are assigned us to prepare by August 4, 2011. Thank you for assignment us such...
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...Ahmed” honorable Senior lecture, Department of Business Administration, East West University whose enthusiastic guidance and help during the entire study period made it possible for us to prepare this report. We are grateful to some prominent authors worldwide whose book I have consulted in the preparation of the assignment. We also thank to our course mates for their advice and comments to the success of the report. Thank You, Jahid Hasan Rajib Id- 2010-3-13-059 On Behalf of the Group September 28, 2012 Kashfia Ahmed Senior Lecture Department of Business Administration East West University 43 Mohakhali C/A, Dhaka- 1212, Bangladesh. Subject: Submission of Assignment on “Marketing Strategy of Nestle. Dear Madam, With due respect, we are please to submit herewith the assignment on “Marketing Strategy of Nestle” that you are assigned us to prepare by August 4, 2011. Thank you for assignment us such...
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...are meant for daily of frequent consumption and have a high return.. Maggi instant noodle is the major Nestle flagship brand which dominated the Indian instant noodles market for nearly three decades, according to data by market research firm Nielsen. Maggi products have been loved by Malaysia family generations. Malaysia is a melting pot of cultures united through their love for food. Through home-cooked food, families come together and share simple joys of life. In today’s fast-paced lifestyle, the struggle for times has made such occasions rare, slowly dissipating the beauty of homemade meals and togetherness. Maggi’s mission is to bring back the charm and wonders of cooking and sharing by offering a wide range of products and solutions to support mothers to prepare tasty and balanced meals for their family everyday. All Maggi products are locally produced in Malaysia are halal. Initially Nestle tried to position the noodles to working women since it was more convenient. Top Ramen is the second largest Noodles brand in India trying hard for the past 18 yeaers to be at Maggi Noodles, Top Ramen is a global brand from Nissin. Launched in 1991, Top Ramen has been trying all possible marketing tools to dethrone Maggi. Maggi has many competitors, the brand loyalty of Maggi is very low and thee is a high chance of shifting to a competitor’s product. So Nestle needs to increase its advertisements portraying Maggi as a healthy product and also need to come up with flavours that are...
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