MA8kL1 LnL18A1lCn

S18A1LC? Cl MACCl nCCuLLS

lnLroducLlon
A brand of nesLle
Launched ln Lhe year 1983
lnlLlally LargeLed aL Worklng Women
1hen reposlLloned lLself Lo LargeL klds
MarkeL urlver ln Lhe lnsLanL noodles
CaLegory
CurrenLly en[oys a markeL share of
abouL 80

Time
G
r
o
w
t
h
a: Introduction
a-b: Growth
b-c: Reduction in sales
c: Re-Launch
c-d: Market re-capture
d: Introduction of new variants
a
b
c
d
MarkeL 8esearch
Cb[ecLlve
1o flnd ouL Lhe markeL peneLraLlon of Maggl noodles
8esearch meLhodology
(l) 1argeL Area Andherl uadar arel
(ll) Shopkeeper Sample SelecLlon Mall Ceneral
SLore Medlcal SLore 8akery aan8ldl Shop
(lll) CusLomer Sample SelecLlon School klds
Pouse Wlves Cfflce Coers
(lv) Shopkeeper Sample Slze 30
(v) CusLomer Sample Slze 30
8esearch llndlngs
0 5 10 15 20 25 30
Sales(in packs of Rs. 5,10,20)
Customer(Kids,House Wives,Office Goers)
Flavour(Masala,Atta,Rice,Dal)
Availability of Competitor's Products(Top Ramen,Others)
Shopkeeper Survey
0 10 20 30 40 50
Easy and convenient to use
Gives different varieties
Allows to cook in a fast and easy way
s very handy when there is shortage of time
Gives value for money
Consumer Survey
SWC1 Analysls
Strengths Weaknesses Cpportun|t|es 1hreats
MarkeL leader Peavlly
dependenL on
Cne flavour
unexplolLed rural
markeLs
SLrong presence of
reglonal
compeLlLors
8rand loyalLy Mlnor
dlsLrlbuLlon
problems
lncreaslng
number of
worklng youLh
CompeLlLlve prlclng
(1op 8amen)
ulsLrlbuLlon
channels
PealLh
relaLed lssues
AfflnlLy of lndlans
Lo Chlnese food
lnnovaLlve
flavours for
lndlan LasLe
buds
AdverLlslng
sLraLegy
S1u Analysls
SegmenLaLlon 8ased on llfesLyle and hablLs
of urban famllles
1argeLlng klds Cfflce goers
oslLlonlng WlLh sLaLemenLs such as 2
mlnuLe noodles" and Lasy Lo cook good Lo
eaL"
ulfferenLlaLlon 1asLe llavours ackaglng
8CC MaLrlx
Mlchael orLer's llve lorces Model
Industrial
Rivalry
Top Ramen ,
Chowmeen etc.
0ntrants
No potential
threat oI new
entrants Ior
maggi noodles
Buy0rs
Customer
Mind set,
Brand Image
Suppli0rs
Distributors
Raw material
suppliers,
Packaging
Substitut0s
Chowmeen,
Fast Iood,
Pasta
MarkeL eneLraLlon SLraLegles Cf
Maggl noodles
romoLlonal campalgns ln schools
AdverLlslng SLraLegles
ower of 3
AvallablllLy ln dlfferenL pack slzes
new producL lnnovaLlons
8rand 8ecall and luLure 1rends
lnLroduclng a flcLlLlous characLer who can
connecL wlLh klds for beLLer brand recall
Crganlzlng conLesLs games and lndusLrlal vlslLs
for school klds Lo furLher sLrengLhen Lhe brand
lmage
lnvlLe Pousewlves Lo send new lnnovaLlve
reclpes made from Maggl and lnLroduce rewards
for Lhe same
loray lnLo Lhe Chlnese food segmenL by
lnLroduclng branded producLs for chowmeen
schezwan and hakka noodles