Keywords: maggi noodles analysis
Background - Maggi Noodles
"Within the last 20 years we have Just asked 2 minutes of your time". The Brand which plainly comes to brain on first recall is Maggi Noodles. Maggi Noodles is produced by Nestle under instant noodles portfolio. It was created with Maggi 2 Minute Noodles in India in 1982 when the only destination to get noodles was Chinese restaurants. Maggi has certainly has been the lifeline of several teens when in home or away from home. Maggi, as a brand, has seen many competitions in its Lifecycle. The brand has also varied itself with unveiling of product amounts like soups, tomato sauce, seasoning, cup noodles, various flavours of maggi noodles like atta, rice, mized grains etc. Nestle remains its market leader position with 59. 84% of retail sales in India, 2009 (Source: Euromonitor International). But its market share is continually eroded by new entrants like GlaxoSmithKline Consumer Health with Foodles, Capital Foods with Smith&Jones Instant noodles, HUL releasing its Soupy Noodles under Knorr Brand umbrella.
Brand Identification - Kapferers Model
Picture of Sender
Physique - Yellow Coloured Load up, 2 minute Noodles, fast to prepare food good to consume, Maggi Brand, Healthy Treat between meals
Relationship - Preference bhi Health Bhi, providing convenient food within 2 minutes with health insurance and hygiene factor, caring and nurturing
Reflection - Health Conscious person that is Challenged for time, Young and Entertaining, living with family
Personality - Enthusiastic, simple, uncomplicated, easily accessible, Fun loving, carefree, On the road, busy schedule
Culture - Reliable, Innovative, Aspirant Lifestyle for rural areas, Writing happiness, responsible
Self-Image - Young, trendy, fun loving, Independent, Healthy inspite of Sedentary Urban Lifestyle
Picture of Recipient
Stages in PLC
Maggi Noodles is currently in growth stage after transferring through maturity stage for quick period in middle 1990s.
Introductory and Preliminary Growth Stage
Maggi Noodles brand is at introductory and growth stage in 1982 - 1990s. Maggi got advantage of its early on movers edge in closed current economic climate circumstance prevalent in India during 1980s. The brand faced less competition as a consequence to few similar products available for sale. Brand Maggi made best use of that time period to increase its brand awareness by focussing on product advert. The communication that was initially mis-directed towards women was shifted rightly towards children <16 years generation. Strong brand personal information was made through iconic Yellow presentation. The pictorial representation of noodles with added vegetables helped strengthen the health factor. Umbrella brand Nestle provided the hygiene factor guarantee.
Maggi Noodles sponsored 'Hum Log', India's first indigenous soap opera which commenced telecast on July 7, 1984. Maggi premiered with total advertisement slot machines of just five minutes through the breaks of serial which ran for over 156 shows. This helped Maggi to determine as a popular breakfast and snack food in the united states. This is also one the first instances of introduction of Fast Food in India.
Maggi Noodles brand was at their growth level in 1990s till later 2006 with brief period of declining sales scheduled to defective product development and formulae differ from regular maggi noodles in the form of launch of Dal Atta Maggi Noodles to noodles similar to TopRamen Noodles, noodles from secure of IndoNissinFoodLtd. Maggi was quick to revert again the original formulae to reduce damage.
New Product Variations like Atta Noodles, Mixed Grain Noodles and Rice Mania were introduced
Source: http://www. maggi. in/maggi_multigrainz_noodles. aspx
There was change in packaging for different variants of the noodles and release of new variants
Image Source: http://www. maggi. in/two_minutes_maggi_noodles. aspx
Image Source: http://www. maggi. in/vegetables_atta_noodles. aspx
Price was retained competitive with other launches in the market like Nissin's Top Ramen
Maggi was launched in different deals of 50 and 100 gms to boost the consumer foundation and attract the first time consumers
Variants like Cuppa mania was launched to cater to mobile human population, office goers
Source: http://www. maggi. in/cuppamania. aspx
Offering freebies like collectible overseas stamps, other freebies with maggi packs
Post 2009, there has been number of new entrants in the moment noodles market in India. ITC Launched its instant noodles under Sunfeast brand. GlaxoSmithKline consumer health and HUL also introduced instant noodles this year 2010. The communication from Maggi has shifted from 2 minute noodles to Flavor bhi Health bhi through introduction of deviation in instant noodles.
The competition has led to gradual fall season in market share vis-a-vis other new entrants. New players are innovating in product packaging like releasing noodles in round shape in order to enable users to enjoy their noodles in full length.
Major task is to keep the marketplace leadership of Brand Maggi in increasing market with different new entrants having strong market existence in other product variants.
To be ever more viewed as the most accepted treat by new generation
Strategy to increase Rural market talk about through unveiling of Maggi Rasile Chow concentrating on low income population
Change of consumer flavour from style to health conscious
Masala Flavour is the leading flavour in instant noodles in India
All new players have also launched masala flavour in their brand
Chicken is the next favoured flavour followed by veg and tomato
Horlicks Foodles claim to provide five essential vitamin supplements in their noodles which causes the major market players to stress heavily on the health factor associated with the brands
HUL Knorr Soupy Noodles claim to be healthy snack between food for children
Need for complex General market trends for Maggi Brand on features like Brand Image, Prefered Price, Taste, packaging, Health, Availability, Elements, product variety etc.
Steps considered at different stages
Extensive marketing advertising to raise the consumer's knowledge of new product launches
Wider flavours/varients on offer to cater to wide range of consumers
Increased product penetration through supply in supermarkets, hypermarkets and kirana stores
Product series extensions and repositioned products launched to activate new and changing consumer demographics
Market Research was conducted to understand the
General promotional strategies were put in place to increase brand visibility
Events - Online Maggi formula Challenge, impressive entries were compiled into e-cookbook
Launch of 'Me and Meri Maggi' Plan - enable consumers to talk about their experience with Maggi and setting up a nostalgic result by permitting them to share their moments with Maggi.
Launching Maggi goodies like Computer Wallpapers and ScreenSavers to increase Brand recall, Website- http://www. maggi. in/
Preity Zinta was roped set for brand endorsement. Maggi was tried out to put it as lively brand with zing
The Brand Maggi is highly established as a family group Brand with crisp brand equity in Indian market. The brand has always been known to contain the first movers advantage in the portfolios like noodles, ketchups, soups, sauce, etc. The parent brand Nestle has been the strong sign of family, shelter and warmth which brand Maggi has innovatively capitalized.
Evolution in communication
Brand Maggi has improved its communication from convenience factors ie "Bas 2 Minute" to "Flavor Bhi Health Bhi" to stress on health factors along with flavor and convenience.
There was a switch from TG from women to children as their consumers.
To improve the Point of Purchase Sales, Maggi innovated in Shelf positioning by inserting Maggi in lower shelfs to raise the presence by Kids who go along with their moms to shopping.
Maggi has launched Chota Maggi well worth Rs 5/- to increase product trail.
Maggi was situated as " treats for between foods" to boost sales and appeal to clients without changing their traditional food habits during meals time.
Maggi also launched contests for publishing best formulas to be produced with Maggi.
The future of noodles areas seem good with progress in retail sales of 19% in 2010 2010 in value conditions and forecasted to develop at12% CAGR over next couple of years. Being truly a sector with low admittance barrier, the section share is susceptible to new entrants like in-house brands of BigBazaar retail chains of Future group, More of Birla Group, Celebrity Bazaar from TataGroup etc. and host of foreign players entering the marketplace lately.
Major Noodles creation firm's market talk about: (Source: EuromonitorInternational Record)
Figure : Market Forecast for Noodles market in India
Recommendations for Brand Maggi
Proliferation into untapped rural marketplaces through strong syndication route available in India
Product line expansion with variants for diverse markets
Innovation in Product, presentation and rates of Maggi Noodles through investment in Market Research
Launching health awareness promotions, publish health information, sponsor health camps etc. to educate the customers about great things about health foods
To participate customers more through changing mediums like communal networking sites etc. This would allow the Maggi Brand Professionals to listen to reviews from other customers and improvise some other suggestions if needed.
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