... * 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 India Ltd (NIL) offered a variety of culinary products such as instant noodles, soups, sauces and ketchups, cooking aids (seasonings)...
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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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...Executive summary 4 1.0 Introduction 5 1.1 Problem statement 6 1.2 Delimitations 6 1.3 Report structure 6 1.4 Methodology 7 2.0 Market research 8 2.1 Background for Research 8 2.2 Research questions: 10 2.3 Information needs / Variables 10 2.4 Delimitation/Scope 11 2.5 Research Design 11 2.6 Research Question Outcome 13 2.7 Statistical analysis 18 3.0 Culture 19 3.1 National Culture 19 3.2 Organizational culture: 22 4.0 Marketing 25 4.1 Introduction 25 4.2 Defining the Market 26 4.3 SWOT Analysis - Strength, Weaknesses, Opportunities and Threats of the chosen market 27 4.4 PEST factors - Political, Economic, Social and Technological Factors 28 4.5 Segmentation - Defining the target group 31 4.6 Five Forces Model 33 4.7 Conclusion - Final Analysis 35 5.0 Discussions 36 6.0 Conclusions 36 7.0 Bibliography 37 8.0 Appendices 40 8.1 Questionnaire 40 8.2 Statistical analysis example 42 8.4 Boston growth share matrix 45 8.5 Ansoff Matrix 47 8.6 Daloon Portofolio 47 8.7 Social Contract 49 8.8 Log book 50 Executive summary Daloon A/S, henceforth just Daloon, was formed in 1960 with the name of Van’s Product by the founder Sai-Chiu Van. Mr. Van started his business in his private cellar where he produced spring rolls that he later sold in Tivoli garden in Copenhagen. In 1964 the company changed their name to Daloon which means “the big dragon” in Chinese since dragons are known for being friendly towards humans...
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...CAN INDIA BE THE FOOD BASKET FOR THE WORLD? N.VISWANADHAM Indian School of Business Hyderabad-500032 n.viswanadham@gmail.com Abstract India can become the food supplier of the world. It has the cultivable land, all the seasons for production of all varieties of fruits and vegetables, an agribusiness system that works although it needs to be vastly improved. The single most important problem facing the Indian agricultural industry is the highly inefficient supply chain. Because of lack of cold chain infrastructure and also a food processing industry about 20 per cent of all foods produced in India (Rs. 500 b) are wasted. By building an efficient and effective supply chain using state of the art techniques it is possible to serve the population with value added food while simultaneously ensuring remunerative prices to the farmers. The surplus of cereals, fruits, vegetables, milk, fish, meat and poultry can be processed as value added food products and marketed aggressively both locally and internationally. Investments in cold chain infrastructure, applied research in post harvest technologies, installation of food processing plants in various sectors and development of food retailing sector are mandatory for achieving gains in this sector. Strategic growth plans for achieving both national and international competitiveness of the food industry are essential. 1. OUTLINE OF THE PAPER In this paper we identify emerging opportunities in the food and cold chain...
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...Our Profile | | ITC is one of India's foremost multi-business enterprise with a market capitalisation of US $ 40 billion and a turnover of US $ 8 billion. ITC is rated among the World's Best Big Companies, Asia's 'Fab 50' and the World's Most Reputable Companies by Forbes magazine and as 'India's Most Admired Company' in a survey conducted by Fortune India magazine and Hay Group. ITC also features as one of world's largest sustainable value creator in the consumer goods industry in a study by the Boston Consulting Group. ITC has been listed among India's Most Valuable Companies by Business Today magazine. The Company is among India's '10 Most Valuable (Company) Brands', according to a study conducted by Brand Finance and published by the Economic Times. ITC also ranks among Asia's 50 best performing companies compiled by Business Week. Multiple Drivers of Growth ITC’s aspiration to create enduring value for the nation and its stakeholders is manifest in its robust portfolio of traditional and greenfield businesses encompassing Fast Moving Consumer Goods (FMCG), Hotels, Paperboards & Specialty Papers, Packaging, Agri-Business, and Information Technology. This diversified presence in the businesses of tomorrow is powered by a strategy to pursue multiple drivers of growth based on its proven competencies, enterprise strengths and strong synergies between its businesses. The competitiveness of ITC’s diverse businesses rest on the strong foundations of institutional strengths...
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...Case Study Chapter 1 1. Why has India been able to build a thriving software industry? What are the country’s advantages in this market? What are the country’s disadvantages? Answer: India has been able to build a thriving software industry due to its good educational system which has enabled India to produce a large number of well and highly qualified software engineers. India’s low labor cost has also contributed to the growth of the software industry by increasing the demand for software experts by foreign firms. E.g. USA and European firms import Indian software experts due to the low wages (labor cost). The country’s advantages in the market include the economic reforms which has made industry a powerful force for modernizing Indian’s economy, the industry has also improved India’s economy inform of increased GDP through foreign direct investments, However, India's lack of infrastructure and low standard of living make it difficult for programmers to remain working in India and the economic policies have failed to fully utilize the increasing talent from the University graduates which has led to increased brain drain or influx of It experts into America and the European countries, this high influx may affect India’s economy negatively in the long run, another disadvantage is the India’s overburdened telecommunication infrastructure and electrical grid which has made most industries look for alternative sources of energy, the software industry high depends/cannot...
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...BINGO Since its launch period in March, 2007, BINGO as a brand has been though a lots of ups and downs. Both Branding and sales and Distribution aspects of marketing for BINGO have been explored and matured to a large extent. Though the product itself is considered to be in a growth stage with a market share of 16% in the branded snacks food category, it has been successful to a large extent in creating the required Brand recall for the category INDIAN SNACK INDUSTRY: Snacks are a part of Consumer Convenience/ Packaged Foods segment. Snack is describes as a small quantity of food eaten between meals or in place of a meal. Snack food generally comprises bakery products, namkeen, ready-to-eat mixes, chips and other light processed foods. According to Ministry of food processing, the snack food industry is worth Rs 100 billion in value and over 4,00,000 tonnes in terms of volume. Though very large and diverse, the snacks industry is dominated by the unorganized sector. According to a survey almost 1,000 snacks items and 300 types of savouries are sold across India. The branded snacks are sold at least 25% higher than the unbranded products. Though there is no particular time for snacks, normally they are consumed at teatime. There is large no. of varieties with specialities from all regions, which have gained national acceptance. The industry has been growing around 10% for the last three years, while the branded segment is growing around 25% per annum to stand at Rs.6000-Rs...
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...EXECUTIVE SUMMARY: Nestle India is a subsidiary of Nestle S.A. of Switzerland. With six factories and a large number of co-packers. Nestle 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 is known for its brand in the Milk Products & Nutrition, Prepared Dishes & Cooking Aids, and 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...
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...Introduction: U.S based Kellogg’s is a world leader and the most successful cereal manufacturer in the world. Kellogg’s entered India in 1994 and it took them a good 15 years for stability in the Indian markets facing initial problems and trying to change the Indian consumer’s mentality about the morning breakfast http://www.kelloggs.co.uk/company/history/howitallbegan.aspx About the assignment: (Refer Appendix 1) Growth strategy by Kellogg’s in India: Kellogg’s were successful to create a need for the product which was never a necessity for an Indian household. We will now discuss how the company managed to establish themselves with a dominant market share in the Indian market. 1.) Ansoff Matrix Ansoff Matrix was introduced to address the corporate strategy of the future. It delivers the perspective of growth options on the horizontal level and introduces the possibility of diversification. (Kotler, Berger & Bickhoff, 2010) http://www.ansoffmatrix.com/ Market Development: Market Development is capturing new markets with your existing products or services. (Lester, 2009) In a new market or to a new consumer, it will be a quiet a task to have them to believe in your product on launching (Meldrum, M & McDonald, M., 2007) especially, when a country is so fond of their traditional recipes. With the help of extensive market research Kellogg’s found out that there was no breakfast cereal trend in the Indian market. Hence they launched their flagship...
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...A Study of Production and Operation Management Of McDonald's Submitted to: Prof. Vivek Raina Submitted by: Mahesh Kumar Meena (M00220) Ajay Patel (M00226) McDonald's Himalaya Mall Location Gurukul › Ground Floor, Himalaya Mall, Gurukul, Ahmedabad Cuisines Fast Food Opening hours 10 AM to 12 Midnight World's largest chain of fast food restaurants. The Golden Arches—the corporate emblem, symbolized pleasant, fast service and tasty, inexpensive food. Serve around 68 million customers daily in 119 countries. Operates over 34,000 restaurants worldwide, employing more than 1.7 million people. Between 1990 and 1991, sales per unit had slowed down. Reasons: Consumers were changing management to wonder whether the company’s operating system, suited to the new circumstances the company faced McDonald’s was gathering flak from environmentalists who decried all the litter and solid waste its restaurants generated each day to counter some of the criticism, McDonald’s partnered with the Environmental defense fund to explore new ways to make its operations more friendly to the environment. INTRODUCTION McDonald’s is a limited menu restaurant is characterized by speed of operations. McDonald’s is the world leading retailer with more than 33,000 restaurants in 118 countries serving more than 67 million customers each day. In India, the first outlets of the chain threw open their doors to the public in Delhi and Mumbai in 1996 within one month of each other. McDonald’s...
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...Sector Coverage A pril 15, 2008 Indian Processed Food Industry Opportunities Galore Industry Overview Global Processed Food Industry Indian Processed Food Industry Processed Food Industry - A Sunrise sector Where the opportunity lies- areas for investment Industry Analysis Driving Forces Major Challenges Indian Food Processing Industry by sectors Diary Fruits and Vegetable Grains Meat and Poultry Fish Packaged/Convenience Food Aerated Soft Drinks, Packaged drinking water Exports FDI in Food Processing Government Regulation and support Regulatory framework Outlook Initiating Coverage Lakshmi Energy & Foods Ruchi Soya Analyst - Nisha Harchekar nishaharchekar@way2wealth.com Sectors - FMCG, Pharma, Entertainment WAY2WEALTH Securities Pvt. Ltd., 15/A Chander Mukhi, Nariman Point, Mumbai - 400 021. Tel: +91 22 4019 2900 email: research@way2wealth.com website: www.way2wealth.com Indian Processed Food Industry Sector Coverage Opportunities Galore Executive Summary The size of global processed food industry is estimated to be valued around US $3.6 trillion and accounts for three-fourth of the global food sales. Despite its large size, only 6% of processed foods are traded across borders compared to 16% of major bulk agricultural commodities. Indian food-processing industry is miniscule in comparison and is estimated to be US $40 billion and is likely to grow at over 10%, on the basis of an expected GDP growth rate of...
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...The company under study is the FMCG behemoth Hindustan Lever Limited (HLL). A partially owned subsidiary of Unilever, HLL was set up in India in 1931. Today it has gained the status of the biggest FMCG player in the country. With a wide product base and a mass market focus, HLL touches the lives of people all over India. In the 70-odd years that HLL has been in India, it has adopted several different strategies to leverage its strengths and gain the success it currently enjoys. Backed by a very able management team and the support of its parent company, it has achieved enormous success that few other companies its size and age have managed in India. However, the recent years have seen many challengers to HLL’s previously undisputed status. The market is saturated and sales have stagnated. HLL has responded to this challenge by studying its shortcomings, identifying failing strategies, and adopting new and innovative methods to re-gain market share. Some of the strategies it has adopted are moving to the low margin mass market, pruning it’s brand portfolio, and strengthening it’s distribution network. One of the key strategies is shift in target segment to the relatively unexplored rural markets. While most MNCs wrote off this segment as difficult to reach and unprofitable, HLL learned from success stories such as that of Nirma and Cavin Care and used it scale up on core competencies to enter and succeed in the market. HLL’s growth has been both organic and inorganic...
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...MINOR PROJECT REPORT ON “TO STUDY AND ANALYZE THE CONSUMER BUYING BEHAVIOR WHILE EATING OUT AT KFC AND TO STUDY THE MARKETING STRATEGIES OF KFC FROM THE PERSPECTIVE OF STRATEGIC MARKETING” PROJECT SUPERVISOR SUBMITTED BY:- Amity School Of Business (ASB) Sector 125, Noida, Uttar Pradesh Phones: 0120 244 5252 Website: www.amizone.net CERTIFICATE This is to certify that Mr.___________, Roll No.________, has completed his research project and has submitted this project report entitled “To study and analyze the consumer buying behavior while eating out at KFC and To study the marketing strategies of KFC from the perspective of Strategic Marketing” towards part fulfillment of the requirements for...
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...and solutions: 13 9. Conclusion: 15 10. Reference list 16 1. Abstract McDonald’s is the largest chain of global foodservice retailer, their global operation strategy calls “plan to win” which means focus on improving existing food and service rather than overextension. Therefore, there are 3 factors need be concerned: supply chain management, operation management and potential waste of operation. Firstly, the objectives of supply chain management are that: control the quality of suppliers, ensure the logistic work efficiently, and monitor the information flow between each process, hence to make customers satisfied with our food. Secondly, we analyse the process of producing a Big Mac meal, then we found that, due to the high volume of production and low variation in demand, McDonald’s order qualifying factors are low price and quick service. Moreover, to attract more customers, the order winning factors are better quality with valued price of food and higher flexibility of choice. And managers also need to ensure all staff receive specific skill training, especially those work in high visible sector, like casher and French fries station. Finally, avoiding potential waste is also important to improving operation results. In this case, we main focus on Muda of overproduction, inventory and waiting. And we provide some suggestion to help manager estimate waste, such as giving accurate sale predict to suppliers,...
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...After years of great success he purchased Starbucks name and all of its assets. Their coffee service system was built on three principles, which were: hospitality, education, and production. The company is now considered “a premier roaster and retailer of specialty coffee, and operates in more than 50 countries through its company-owned stores as well as licensed retail stores” (Datamonitor, 2011 p. 4). Through a SWOTT analysis, we will see some highs as well as lows of Starbuck along its journey of being a Fortune 500 company. Strengths Diverse product portfolio Knowledgeable employees Brand Image and presence in other distribution channels Customer bond through value-added services Opportunities Entry into the health food market Emerging international retail markets Expanding in the single-serve coffee market Weaknesses High sales costs Weakening US segment Brand image affected recalls Threats Competition Rising prices of supplies and commodity Economic state of US Trends Technological advancement Continued geographical expansions Healthy sales growth Strengths Starbucks’ strengths include their well-established logo and developed brand, visible locations for the attraction of customers, good relationship with their suppliers, loyalty to customers, and their knowledge base. Also included as strengths would be: Diverse product portfolio...
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