... Akshita Shetty (56) MARKETING MANAGEMENT - I Brand Study - ASSIGNMENT Maggi Noodles is a brand of instant noodles manufactured by Nestlé. The brand is popular in Australia, India, South Africa, Brazil, Nepal, New Zealand, Brunei, Malaysia, Singapore, Sri Lanka, Bangladesh, Pakistan, and the Philippines. In several countries, it is also known as "Maggi mee" (mee is Indonesian/Malay/Hokkien for noodles). Nestle India LTD. (NIL), the Indian subsidiary of global FMGC major, Nestle SA, introduced Maggi brand in India in 1983. Maggi Noodles was launched in India in Jan’ 83. With the launch of Maggi Noodles, Nestle India Limited (NIL) created entirely new food category- instant noodles in Indian packaged food market. It was an instant hit thanks to ever overworked mothers and ever hungry kids. Maggi became phenomena. Because of its first mover advantage, NIL successfully managed to retain leadership in the instant noodles category until early 2000’s. In Malaysia, there are fried noodles made from Maggi noodles known as Maggi goreng. Over the years Nestle extended the Maggi brand to variety of culinary products like soups, sauces and ketchups, seasonings, etc. Ever since its launch in India, this brand has become synonymous with noodles. The bright red and yellow colors 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...
Words: 4259 - Pages: 18
...of Contents Executive Summary ................................................................................................................................ 4 Indian Noodles Market ........................................................................................................................... 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 ..................
Words: 9262 - Pages: 38
...Building Brands - Of the Consumers, By the Consumers, For the Consumers In July 2006, HUL (then HLL) launched India’s first community portal exclusively belonging to a brand – The Sunsilk “Gang of Girls”. The initiative was an instant success with the number of members crossing the half million mark within six months of launching. It was HUL’s attempt to revive the Sunsilk brand. Today with a member base of 7.5 lakh users (a mere 2.5 lakh users in four and a half years), the success of Sunsilk’s brand building exercise is debatable. But, what cannot be denied is HUL’s early recognition of a marketing channel – Conversational Marketing - that is moving towards becoming the trend for marketing and brand building in 2012. The launch of Orkut in 2004 (later in India in 2006) and the rise of Facebook’s usage as everyday’s must activity, paved the way for a new kind of a marketing channel which we all know as “Social Media”. Today almost each brand has their own Facebook page which is “liked” by fans, where the brand gets promoted each time the target segment logs onto Facebook. But, not all brands have sufficiently leveraged the true value of social media. Social Media have been extensively used for advertising and sales promotion. So much so that the value of communities like Facebook to marketers has been questioned as to whether it is the right place to reach your consumer. The regular argument is the fact that Facebook advertisements have critically low Click-Through-Rates...
Words: 2212 - Pages: 9
...Impact Factor 3.582 Case Studies Journal ISSN (2305-509X) – Volume 4, Issue 7 – July-2015 Maggi Stews in Lead and MSG Pot: Controversy over India’s favourite instant Noodles Author Details: Dr. Ramesh Sardar (Associate Professor) School of Management Studies, North Maharashtra University, Jalgaon (M.S) Abstract The Maggi imbroglio escalated to an unprecedented level with India's food regulator Food Safety and Standards Authority of India (FSSAI) ordering a total recall of all nine variants of the best-selling instant noodles brand. This is the first ever recall of a popular food product in India. The transformation of Maggi from being staple food for students and bachelors to being declared unfit for consumption has been quite instant. The Nestlé’s maggi noodles were banned across states after samples of it were found to contain excess amounts of lead and MSG— a flavor enhancer. The recent controversy around Maggi noodles that has every household in an uproar. The dispute has placed the processed food industry, regulators, government, and even consumers in uncharted territory.This dispute has raised serious questions about processed food industry, What caused such a vehement reaction against what was adjudged as the Most Powerful Brand in recent times and to answer this questions, the research cum case study paper would like to explore the controversy surrounding around Nestlé’s maggi in particular and food industry in general and highlight the shortcomings of food safety apparatus...
Words: 3905 - Pages: 16
... | |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 ...
Words: 4963 - Pages: 20
...Brief Introduction of Nestlé: Nestlé was founded in 1866 by Henri Nestlé and is today the world's biggest food and beverage company. Nestlé has employed around 2,50,000 people from more than 70 countries and has factories or operations in almost every country in the world. The history of Nestlé began in Switzerland in 1867 when Henri Nestlé, the pharmacist, launched his product Farine Lactée Nestlé, a nutritious gruel for children. Henri used his surname, which means ’little nest’, in both the company name and the logotype. The nest, which symbolizes security, family and nourishment, still plays a central role in Nestlé’s profile. Since it began over 130 years ago, Nestlé’s success with product innovations and business acquisitions has turned it into the largest Food Company in the world. As the years have passed, the Nestlé family has grown to include chocolates, soups, coffee, cereals, frozen products, prepared dishes and cooking aids, yoghurts, mineral water and other food products. Beginning in the 70s, Nestlé has continued to expand its product portfolio to include pet foods, pharmaceutical products and cosmetics too. Today, Nestlé markets a great number of products, all with one thing in common: the high quality for which Nestlé has become renowned throughout the world. The Company's strategy is guided by several fundamental principles. Nestlé's existing products grow through innovation and renovation while maintaining a balance in geographic activities and product...
Words: 7939 - Pages: 32
...MAGGI CRISIS RISK MANAGEMENT & HACCP ESS 101 Managerial Economics Group 12 Pushpdeep Bahade Shreya Madhur Bajpai Manasa Rajbarath KR TABLE OF CONTENTS Contents Background _______________________________________________________________________________________________ 1 Beginning ___________________________________________________________________________________________________________ 1 Recent crisis and effects ___________________________________________________________________________________________ 1 Objective of the report_____________________________________________________________________________________________ 1 Financial analysis _________________________________________________________________________________________ 2 Monopoly power ___________________________________________________________________________________________________ 2 Substitution effect & Reverse Bandwagon effect ________________________________________________________________ 2 Impact on share price _____________________________________________________________________________________________ 3 Manufacturing Process ___________________________________________________________________________________ 4 Risk management ________________________________________________________________________________________ 5 Hazzard Analysis & Critical Control Points _____________________________________________________________ 6 Overview ____________________________________________________...
Words: 4714 - Pages: 19
...RoNW RoCE CY10 53.0 59.9 35.3 51.9 7.1 95.7 131.2 CY11 43.6 51.0 29.2 34.8 5.9 75.5 62.3 CY12E 37.7 41.7 24.7 24.2 5.0 64.1 64.6 CY13E 31.7 35.0 20.8 18.1 4.3 57.1 67.0 Stock Data Bloomberg/Reuters Code Sensex Average volumes Market Cap (| crore) 52 week H/L Equity Capital (| crore) Promoter's Stake (%) FII Holding (%) DII Holding (%) NEST.IN / NEST.BO 17,361.7 6,515.0 44,389.8 4588 / 3501 96.4 62.8 10.9 8.0 Comparative return matrix (%) Return % HUL ITC GSK Nestle 1M 2.9 4.6 5.3 2.9 3M 9.1 (3.1) 7.8 9.8 6M 5.8 19.3 15.1 4.8 12M 25.2 47.9 29.2 22.7 Nestlé India Limited (NIL), the undisputed leader of instant noodles (~88% share by volume in FY11) and milk products segment in India, is largest food company in country. Its strong brands, ‘Maggi’, ‘Cerelac’, ‘Nescafe’ and ‘KitKat’ have become synonymous with the respective categories. Despite increasing competition in the segments (noodles, milk products and chocolate), NIL’s strong brand value has helped it to consistently maintain its volume growth (~12% CAGR FY04-11). Going ahead, with slew of new launches and aggressive promotion campaigns, we expect the sales growth by volumes to be at 13.1% CAGR and revenue growth to be 17.8% CAGR (CY11-13E). Growth in profitability would continue to be impressive at ~20.7% CAGR (CY1113E), in spite of the huge capex undertaken by the company. We initiate coverage on the stock with BUY rating. Volumes growth to remain robust Nestlé...
Words: 11244 - Pages: 45
