Introduction of Nestle Company: Nestlé Is..

Page | 1
1. INTRODUCTION OF NESTLE COMPANY

Nestl is...
...the world's leading nutrition, health and Wellness Company. Their mission of
"Good Food, Good Life" is to provide consumers with the best tasting, most
nutritious choices in a wide range of food and beverage categories and eating
occasions, from morning to night.
They believe that leadership is about behaviour, and they recognise that trust is
earned over a long period of time by consistently delivering on their promises.
Nestl believes that it is only possible to create long-term sustainable value for
their shareholders if their behaviour, strategies and operations also create value
for the communities where they operate, for their business partners and of
course, for their consumers. They call this 'creating shared value'.
TheNestl Corporate Business Principlesare at the basis of their companys
culture, developed over 140 years, which reflects the ideas of fairness, honesty
and long-term thinking.
Nestl can trace its origins back to 1866, when the first European condensed
milk factory was opened in Cham, Switzerland, by the Anglo-Swiss Condensed
Milk Company. One year later, Henri Nestl, a trained pharmacist, launched one
of the worlds first prepared infant cereals Farinelacte in Vevey, Switzerland.
The two companies merged in 1905 to become the Nestl we know today,
with headquarters still based in the Swiss town of Vevey. They employ around
328 000 people and have factories or operations in almost every country in the
world. Nestl sales for 2011 were almost CHF 83.7 bn.
"Good Food, Good Life" is the promise they commit to everyday, everywhere
to enhance lives, throughout life, with good food and beverages.
Sydenham College Of Commerce& Economics
Page | 2
Ever since Henri Nestl invented FarineLacte to alleviate infant mortality,

Nestl has been dedicated to enhancing lives. They strive to help consumers
care for themselves and their families by offering tastier and healthier choices.
Their dedication to great tasting, healthier and trusted products is tied to their
respect for the environment and the people they work with.
Business of the Nestle

Nestle is the largest food company in the world. It is present in all five
continents,has an annual turnover of 74.7 billion Swiss Frances. There are 509
factories arerunning in 83 countries, having 231,000 employs
Company Mission
At Nestle, they believe that research can help them to make better food,
so thatpeople live a better life.
Good food is the primary source of good health, so they are trying to
make good food.To provide fresh and pure products to the customers,
they introduced (SHE) Safety,Health and environment policy to protect
health of their employs and keep clean their surrounding environment.
Company Vision
Vision of Nestle Milkpak Company is to expand business according to
theincreasing demand of market.
As per their company vision in 2020 production capacity of all plants
workingin Pakistan is being increased.So extension of Kabirwala Plant is
the example of their company vision.
Page | 3
2. INTRODUCTION TO MAGGI NOODLES

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 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 a formula to
bring added taste to meals in 1863. Soon after he was commissioned by the
Swiss Public Welfare Society, he came up with two instant pea soups & a
bean soup- the first launch of Maggi brand of instant foods in 188283.Towards the end of the century, Maggi company was producing not just
powdered soups, but bouillon cubes, sauces and other flavourings.
Page | 4
However in India (the largest consumer of Maggi noodles in the world!) it

was launched in 1980 by Nestle group of companies. Maggie had merged
with Nestle family in 1947. When launched it had to face a stiff competition
from the ready to eat snack segments like biscuits, wafers etc. Also it had
other competitor the so called home made snacks which are till today
considered healthy and hygienic. Hence to capture the market it was
positioned as a hygienic home made snack, a smart move. But still this
didnt work, as it was targeted towards the wrong target group, the working
women. After conducting an extensive research, the firm found that the
children were the biggest consumers of Maggi noodles. Quickly a strategy
was developed to capture the kids segment with various tools of sales
promotion like pencils, fun books, Maggi clubs which worked wonders for
it. No doubt the ads of Maggi have shown a hungry kid saying Mummy
bhookhlagihai to which his mom replies Bas do minute! and soon he is
happily eating Maggie noodles.
Further the MAGGI 2-MINUTE Noodles has been renovated to provide 20%
of the RDA1 of Calcium and Protein for the core target group building on
the nutrition proposition Taste bhi health bhi. The company could have
easily positioned the product as a meal, but did not, as a study had shown
that Indian mentality did not accept anything other than rice or roti as meal.
made it a easy to cook snack that could be prepared in just two minutes. The
formula clicked well and Maggi became a brand name.
Page | 5
3. PRODUCT MIX, BRANDS AND PRODUCT

OFFERING
4.1 PRODUCTS MIX OF NESTLE:
A product mix is the set of all products and items, a particular seller offers
for sale. A product mix consists of various product lines. A companys
product mix has a certain width, length, depth and consistency.
Nestle is a well-known company all over the world and Pakistan. The
company basically deals in food products as their logo says Good Food,
Good Life.
The width of a product mix refers to how many different product lines the
company carries.
The length of a product mix refers to the total number of items in the mix.
The depth of a product mix refers to how many variants are offered of
each product in the line.
Nestls major products lines:

Milk Products: Nestle Milkpak UHT Milk
Milkpak Butter
Milkpak UHT Cream
MilkpakDesi Ghee
Nestle Everyday
Nestle Nido
Page | 6
Chocolate Drinks: Milo power

Milo RTD
Coffee: Nescafe Classic
Fruit Drinks: Frost

Nestle Orange Juice
Dietetic & Infant Products: Lactogen

Cereals
Nestle Rice
Nestle Wheat
Neslac
Culinary Products: Maggi Noodles

o Maggi Vegetable Multigrainz Noodles
Page | 7
o Maggi 2-Minute Noodles

o Maggi Vegetable Atta Noodles
o Maggi Cuppa Mania
Maggi Cold Sauces
Confectionery: Nestle Milkpak

PoloMint
Kitkat
Water: Nestle Pure Life
4.2 BRANDS OF NESTLE

Nestl offers quality culinary and beverage products through a portfolio of
brands operators and consumers count on for great taste, consistency, and
convenience.
Major Brands of Nestle are as follows:
MINOR'S
HOT POCKETSCHEF-MATE
Page | 8
STOUFFER'S
NESTL HOT COCOA
STOUFFER'S LEAN CUISINE
NESCAF
COFFEE-MATE
NESTEA
MAGGI
NESTL TOLL HOUSE
LIBBY'S
NESTL CARNATION
Page | 9
NESTL DESSERT INGREDIENTS
TRIO
4.3 PRODUCTS OFFERING BY MAGGI
MAGGI Vegetable Multigrainz Noodles

MAGGI 2-Minute Noodles
MAGGI Vegetable Atta Noodles
MAGGI Cuppa Mania
MAGGI Healthy Soups

Sanjeevni MAGGI Healthy Cup Soup
P a g e | 10
MAGGI Sauces
MAGGI Pichkoo
MAGGI MAGIC Cubes

MAGGI Bhuna Masala
MAGGI Coconut Milk Powder
MAGGI Pizza Mazza
MAGGI Masala-ae-Magic
MAGGI NUTRI-LICIOUS PAZZTA
P a g e | 11
4. MARKET SEGMENTATION, TARGETING

AND POSITIONING
Segmentation is the process of grouping people or
organizations within a market according to similar needs,
characteristics, or behaviours.
Targeting is the actual selection of the segment you want to
serve the target market is the group of people or organizations
whose needs a product is specifically designed to satisfy
Positioning is the use of marketing to enable people to form a
mental image of your product in their minds (relative to other
products)
P a g e | 12
5.1 Bases for Segmenting Consumer Markets

A. Geographic Segmentation:
Division of the market into different geographical units such as nations, cities,
states, regions, neighbourhoods etc.
Region: South India, Western Region, North, East
City: Class
Rural, urban, semi urban areas
B. Demographic Segmentation:
The market is divided on the basis of variables such as age, family size, family
life cycle, gender, income, occupation, education, religion etc. Demographic
variables are easy to measure and are directly associated with customer.
P a g e | 13
C. Psychographic Segmentation:
Here buyers are divided into different groups on the basis of
psychological/personality traits, lifestyles or values.
Lifestyle: Culture-oriented, sports oriented, outdoor oriented.
Classification is done on three parameters: AIO Activities, lifestyles or
values.
Personality: Compulsive, gregarious, authoritarian, ambitious
D. Behavioural segmentation:
Buyers are divided on the basis of their knowledge of attitude toward, use of, or
response to a product. The behavioural variables are as follows:
Usage rate: Light, Medium, Heavy

Loyalty status: None, medium, strong, absolute
Readiness stage: Unaware, aware, informed, desirous, intending to buy
Attitude toward product: Enthusiastic, positive, indifferent, negative,
hostile
Evaluating and Selecting Market Segments

Five patterns of target market selection that can be followed are:
Single Segment Concentration: Concentrated Marketing where the
firms gain a can strong knowledge of segments needs and acquires a
strong market presence.
Selective Specialization: A firm selects a number of segments. Each
objectively attractive and appropriate, there may be little or no synergy
between the segment.
Product Specialization: The firm makes a certain product that it sells to
several different market segments.
Market Specialization: The firm concentrates on serving many needs of
a particular customer.
P a g e | 14
Full Market Coverage: The firm attempts to serve all customer groups
with all products they may need.
5.2Target segmentof Maggi noodles

Maggi 2 Minute Instant Noodles is already associated with convenience and
taste and is currently accepted as a valid filling snack between meals. Maggi
will continue to leverage its brand equity and target the following segments for
this product.
Children and Teenagers: This is a large segment and is Maggis
stronghold. The age group between 4 and 14 years has largely similar
tastes and is traditionally targeted by Maggi. These segments perceive
Maggi instant noodles as a welcome change in taste from the regular
Indian fare and they are fascinated by the curly shaped noodles. For
these segments innovative products also have novelty value, however,
certain dominant preferences emerge. Realizing this early, Maggi
shifted focus from the lady of the house to the end consumer i.e.
P a g e | 15
children themselves ending up as the market leader of the instant

noodles segment. Early buy in of this segment will help Maggi to sell
in other segments in future.
Studying Age: The studying age segment though not traditionally
targeted specifically has been devouring Maggi 2 minute noodles. The
proposition of convenience of cooking as well as that of a tasty filling
snack attracts this segment which due to erratic schedules keeps
missing their regular meals.
Office Goers and working women: The Company also targeted this
segment people because they were the one who needs refreshment
time to time because of hectic schedule and with would take their
minimal time. So by keeping this aspect into consideration, the
company introduce the Cuppa mania, which is a type of noodle which
takes less time to cook and satisfy the hunger as well.
Health Conscious People: The Company is also focusing on the
heath aspect. They introduce Veg atta noodle for health conscious
people. So they also launch Health Awareness campaign to educate
consumers about the benefits of health food. They also sponsor health
camps, publish health information and build awareness among the
masses.
5.3 Positioning of Maggi

Maggi 2 Minute Noodles will continue with its current positioning of
convenience and as a fast to cook, good to eat snack as this seems to be
working well.
To prevent Top Ramen, the main competitor, from eating into its market share
some product innovation is required as otherwise Maggi may get stereotyped as
an unexciting product.Top Ramen is following a cost differentiation technique.
To deal with this Maggi has to position itself as a differentiated product. The
market is very sensitive to taste and rejects any flavour it dislikes with Maggi
P a g e | 16
having learnt it the hard way, thus the product cannot be greatly differentiated
with on basis of taste.
On the other hand Maggi has to deal with the negative perception of Maggi has
of being unhealthy in an increasingly health conscious market, a major threat in
the current scenario.
Both these problems can be tackled by positioning Maggi as a snack with
nutritional value. The recent launch of Veg Atta Noodles and Dal Atta
Noodles with the promise of good nutritional value ventures in this area.
5. FOUR Ps OF MARKETING MIX

Marketing Mix
A mixture of several ideas and plans followed by a marketing representative to
promote a particular product or brand is called marketing mix.
The marketers task is to device marketing activities and assembles fully
integrated marketing programs to create, communicate, and deliver value for
consumers. Marketing activities come in all forms. McCarthy classified these
activities as marketing mix tools of four broad kinds, which he called the four
Ps of marketing; product, price, place and promotion.
Elements of Marketing Mix
P a g e | 17
6.1 PRODUCT
Definition:
A product is anything that can be offered to the market to satisfy a want or need,
including physical goods, services, experiences, events, persons, places,
properties, organizations, information and ideas.
Maggi noodles Products In India:
Nestle unleashed brand maggi in India Almost 25 years ago in 1983 with launch
of its traditional 2 minutes noodles in its masala, tomato and chicken flavours,
followed by its curry flavour some years down the line.
Maggi was launched in India at the time when instant noodle was not that well
known a category.
P a g e | 18
When nestle India launched maggi in country, it used the tagline, fast to cook
and good to eat, to not only promote the product but also to educate the ever
growing aspirant consumer about the advantages of using it.
Products of Maggi Noodles:
A. MAGGI-2 minute noodles
B. MAGGI Vegetable atta Noodles
C. MAGGI Cuppa Mania
D. MAGGI Vegetable Multigrainz Noodle
MAGGI 2-MINUTE Noodles is one of the largest & most loved snack food
brands that define the Instant Noodles category in India. Weve recently
launched two new flavors in the short space of two months Thrillin Curry &
Tricky Tomato Noodles. Blending Emotions with ingredients, the two new
flavors deliver strongly on Taste Bhi Health Bhi. It is now available in 5
delectable flavours: Masala, Chicken, Tricky Tomato, Thrillin Curry &
Romantic Capsica.
P a g e | 19
An offering that exemplifies taste bhi health bhi, MAGGI vegetable atta
noodles is tasty because it is loaded with everyones favourites MAGGI
masala and healthy because it now has more real vegetables and is packed
with the power of fibre. 85g of maggi vegetable atta noodles provides dietary
fibre equal to 3 prepared ratios, 20g each.
MAGGI, the pioneer and creator of Taste Bhi Health BHi has introduced another great
testing and healthy variant in its popular range of MAGGI Noodles.
MAGGI
Vegetable
MultigrainzNoodle
is
made
with
Ragi,Corn,Jowar and Wheat.It offers the consumer multi-gun
as it is a source of Protein,Calcium and Fibre and has added
vegetables. It also provides the spicy test to their customers.
The inspiration for the product comes from the growing
P a g e | 20
consumer preference for a healthier lifestyle and the deep

understanding that magi has developed about Indian food
habits and culture.
Since in todays fast-paced busy life, multitasking is a reality,

you need something that fits with your rushed lifestyle a
product which is tasty and healthy, is convenient to prepare
and eat and also satiates your hunger.
Maggi cuppa mania is a combination of all the above. In an
easy to carry on-the-go cup format, MAGGI cuppa mania comes
in two mouth watering variants masala yo! And chilly chow
yo!
It is packed with real vegetables and the goodness of
calcium, just add garampaanito the noodles and voila! A cupful
of delicious MAGGI cuppa mania is ready for you to eat.
6.2 PRICE
Introduction:
P a g e | 21
Price of the companys product is considered as one of the 4 ps of marketing. It

is the most important aspect for any company in terms of decision making as it
directly affects the sales and profit of the company.
These are the prices which are set by the company for the different flavours of
MAGGI Noodles.
MAGGI 2 Minute Noodles
Masala
Masala
Masala
Masala
Masala
Masala
Chicken
Curry
Tomato
Vegetable Atta Noodles
Vegetable Atta Noodles
Pack Size (gm)

50
100
200
400
600
800
100
100
100
100
400
Price (Rs)
5
10
20
38
54
72
10
10
10
13
50
As we talk about maggi, it is very popular now a day in all over the world and
its main customers are children and youngsters. As we know that MAGGI
Noodles price is not very high, but there are so many competitors in the market
so company can not set price different from their competitors. Currently
company is having the tough competition with Sun feast Yuppie Noodles and
Foodles. One advantage of the company is that noodles packets are available
in different size comparing it with the brand called Top Ramen.
6.3 PLACE
Place refers to the location where the products are available and can be sold or
purchased. Buyers can purchase products either from physical markets or from
virtual markets. In a physical market, buyers and sellers can physically meet and
interact with each other whereas in a virtual market buyers and sellers meet
P a g e | 22
through internet. Thus with the ease and options through which you make your
product or service available to your customers will have an effect on your sales
volumes.
Physical Distribution of Maggi noodles:
To keep up with the growing trends in the Noodles sector, an intensive dealerdistributor network is desired. Maggi has a well established distribution
network.
Maggi Distribution Network Maggi Factory
Factory
Warehouse
Agent
Distributors
Wholesalers
Direct Retailers
End Consumers
Thus from the chart it can be said that the distribution network is well spread
almost everywhere in India, as it is easily available in all local stores, retail store
etc.
But in order to strengthen the distribution, NIL should expand its market to
Rural India with products targeted to the market. Thus this can be one of the
P a g e | 23
way by which they can increase its volume of sales.So major focus should be
done to this market as well.
6.4 PROMOTION
Promotion refers to the various strategies and ideas implemented by the
marketers to make the end - users aware of their brand. Promotion includes
various techniques employed to promote and make a brand popular amongst the
masses.
Promotion can be through any of the following ways:
Advertising
Print media, Television, radio are effective ways to entice customers and
make them aware of the brands existence.
Billboards, hoardings, banners installed intelligently at strategic locations like
heavy traffic areas, crossings, railway stations, bus stands attract the passing
individuals towards a particular brand.
Taglines also increase the recall value of the brand amongst the customers.
Word of mouth
One satisfied customer brings ten more customers along with him whereas
one dissatisfied customer takes away ten more customers. Thats the
importance of word of mouth. Positive word of mouth goes a long way in
promoting brands amongst the customers.
Initial Strategies of Maggi

Maggi has faced lot of hurdles in its journey in India. The basic problem the
brand faced is the Indian Psyche.Initially Nestle tried to position the Noodles in
the platform of convenience targeting the working women. However, the sales
of Maggi was not picking up despite of heavy Media Advertising.
To overcome this NIL conducted a research. NIL's promotions positioned the
noodles as a 'convenience product', for mothers & as a 'fun' product for children.
The noodles' tagline, 'Fast to Cook Good to Eat' was also in keeping with this
positioning.
P a g e | 24
Print Ads
Maggi does not focus heavily on print media during its launch since its initial
target audience was mothers and kids. But later on some advertisements in the
print media were used to highlight the convenience factor of Maggi.
Events and Experiences

Hold the Online Maggie Recipe Challenge, wherein innovative recipes with
Maggi Noodles as a base are invited. Winning entries are compiled into an ecookbook which is published online
Sales promotion
The company also adopted sales promotion activity in order to achieve
following mentioned objectives.
To introduce new products
To attract new customers and retain the existing ones
P a g e | 25
To maintain sales of seasonal products

To meet the challenge of competition
Various Tools used

Exchange schemes
Price-off offer
Coupons
Scratch and win offer
Money Back offer
Several initiatives were also taken by Maggi Noodles or Retailers sales

promotion. This can be as follows
Maggi was distributed free in schools and offices to promote trial
Return gifts on empty packs
Maggi fun book and stickers with funky animal facts.
Public relation
The Maggi Club - the children under 14 were invited by press

advertisements and distribution of leaflets to become a member of maggi
club by sending logos cut from 5 empty maggi wrappers. Maggi
P a g e | 26
projected it as maggi clubbers are fun lovers and intended to use it as

reference group.
Benefits offered to maggi-clubbers are various games like Snap safari
game, Cap and mask sets, travel India game, Disney today comic. To
obtain each gift the member has to send 5 wrappers as purchase proof.
Some special privileges were given to regular members time to time.
The company also Organized Maggi school quizzes and sketching.
RESULTS OF PR ACTIVITY:
Getting closer to regular customer.
Boosted the sales.
Making valuable direct marketing database.
Recently, again, they have started Maggi fan club. This time it is
operating online and they are providing user name and password.
Displays
P a g e | 27
6.5 The Portfolio Matrix applied in MAGGI Noodles

Products:
The Boston consulting group developed the business portfolio
matrix-shows the linkage between the growth rate of the firm
and relative competitive position of the firm, identified by the
market share.
The Boston Consulting Groups

Porfolio Matrix
High
Market
Growth
Rate
STARS
(MAGGI Veg Atta Noodles)
CASH COWS
(MAGGI Masala Flavour)
QUESTION MARKS
(MAGGI Dal Atta Noodles)
DOGS
(MAGGI Tomato ,curry
flavour)
LowLowHigh
P a g e | 28
Relative Market Share
STARS:
Stars is the portion of the market where the market position and growth both are
very high thus it is very good position of the company addressed by the productMAGGI Veg Atta Noodles.
QUESTION MARKS:
Business in these areas states the weak market share with high growth rate. Here
it requires the high cash requirement to come into the stars areas. Thus we can
take the product is MAGGI Dal Atta Noodles.
CASH COWS:
Cash cows are with the strong market position and low growth rate. Such
markets are usually in a position to make their product favourite with the low
price in the market. Here the example is MAGGI Masala Flavours which is very
popular in todays market.
DOGS:
Here the marketing position and market growth rate both are very low and it is
not profitable for the company. Thus company must have to stop the production
of the products coming under this area.
P a g e | 29
P a g e | 30
6 . CONTROVERESY
What is the controversy around Maggi? What have tests
shown?
A officer of the UP Food Safety and Drug Administration based

in Barabanki ordered tests on a dozen samples of Nestles
Maggi instant noodles at the state laboratory in Gorakhpur, and
repeat tests at the Central Food Laboratory in Kolkata, a referral
lab.
The Gorakhpur lab tested for monosodium glutamate (MSG) to
check Nestles claim that Maggi had none. Both tests found
MSG; in addition, the Kolkata lab found very high quantities of
lead 17.2 parts per million according to UP authorities.
Must read: Nestles Maggi noodles faces heat across India, fails
tests in Delhi
Based on the findings, UP FDA filed a complaint in a Barabanki
court. On Monday, Food Minister Ram Vilas Paswan directed the
statutory regulator, Food Safety and Standards Authority of
India (FSSAI), to conduct nationwide tests on Maggi. Consumer
Affairs Additional Secretary G Gurucharan said all parameters,
not just lead and MSG, would be tested.
What rules govern instant noodles (such as Maggi) under
FSSAI?
According to Food Safety and Standards Rules, 2011, MSG, a
flavour enhancer, should not be added to food for infants
below 12 months. MSG is not permitted in over 50 items,
including Pastas and noodles (only dried products), but is
allowed in the seasoning used for noodles and pastas.
Under Food Safety and Standards (Contaminants, Toxins and
Residues) Regulations, 2011, permissible levels of lead range
P a g e | 31
from 0.2 parts per million in infant milk substitute and infant
foods to 10 ppm in categories like baking powder, tea,
dehydrated onions, dried herbs and spices flavourings. For
instant noodles included in the foods not specified category,
the permitted level of lead is 2.5 ppm.
Also read: Centre framing new law to deal with Maggi-like
cases, says Paswan
Instant noodles like Maggi are identified under food category
code 6.4.3, which includes pre-cooked pastas and noodles and
like products that are pre-gelatinised, heated and dried prior
to sale. These categories of food are governed by Codex
international standard 249, standards of food safety recognised
by WHO. The masala used in these noodles is identified in code
12.2, which includes herbs, spices, masalas, seasonings, and
condiments (eg., seasoning for instant noodles), where the use
is intended to enhance the aroma and taste of food,
according to FSSAI regulations.
Why do noodles have MSG and lead?
MSG stimulates the nervous system and makes food appear
tastier. It is widely used in Indian Chinese food. The US FDA
says MSG is generally recognized as safe, the same as salt,
pepper, vinegar and baking powder. Glutamate is present in
many natural foods including tomato, mushroom, fungi and
cheese. In extreme cases, MSG may cause some reactions in
the body; however, researchers have found no definitive
evidence of a link between MSG and these symptoms,
according to a Mayo Clinic note on allergies.
The time and frequency of exposure has a bearing too. Even if
a product is satisfying MSG limits, and one is consuming it in
large quantities or very frequently, it may be harmful, said Dr
Uday Annapure of Institute of Chemical Technology, Mumbai.
Read full report on Maggi row here
The lead, according to scientists, may come from the raw
P a g e | 32
materials water or flavouring material or packaging, or the

curling agent. Lead is not an essential component of noodles.
Raw materials are not periodically evaluated in India; before
FSSAI introduced new regulations in 2011, we were following
the PFA Act of the 1950s. Regular checks of raw materials will
help generate a database of possible toxic components for
every ingredient, we will know where these are coming from.
Such tests should be conducted at least every five years, Dr
Annapure said.
What does Nestle say?
Nestle India said on May 21, We do not add MSG to our Maggi
noodles sold in India and this is stated on the concerned
product. However, we use hydrolysed groundnut protein, onion
powder and wheat flour to make Maggi noodles sold in India,
which all contain glutamate. We believe that the authorities
tests may have detected glutamate, which occurs naturally in
many foods.
FSSAI-approved testing methods for MSG only test for glutamic
acid, which is a component of several foods, including
hydrolised vegetable proteins. Tests in India are not as
sensitive as those in developed countries, where individual
sources of every component can be identified, Dr Annapure
said.
Must read: Court directs FIR against Amitabh, Madhuri, Preity
Nestle India has also said it regularly monitors for lead,
including testing by accredited laboratories. On June 1, the
company said it had submitted samples from almost 600
product batches to an external laboratory for an
independent analysis, but did not identify the lab. It also said
it had conducted in-house tests on 1,000 samples at its
accredited laboratory. These samples represent around 125
million packets. All the results of these internal and external
tests show that lead levels are well within the limits specified
by food regulations and that Maggi noodles are safe to eat. We
P a g e | 33
are sharing these results with the authorities, Nestle said.

Are brand ambassadors culpable too?
Consumer Affairs official Gurucharan said on Monday said
brand ambassadors and retailers who sold Maggi with
knowledge about their side effects would be liable for action
if FSSAI identified irregularities. They would be liable for action
if the advertisements are found to be misleading. It becomes a
misleading advertisement if it is found that the product does
not have the attributes that the manufacturer professed. And if
the brand ambassador has promoted that product and said
specifically that the product has those attributes, they are also
certainly liable for action, Gurucharan said. Courts in
Muzaffarpur and Barabanki on Tuesday ordered FIRs against
Madhuri Dixit, Amitabh Bachchan and Preity Zinta for endorsing
Maggi.
P a g e | 34
7.CONCLUSION
Maggi though has been able to differentiate itself from other Noodles, Maggi
Being taken as generic to Noodles is hampering other extended product
category.Competitors have high grounds to capture the market differentiating
then from beingMaggi. It makes others possible product category vulnerable if
lunched under Maggi.So to avoid proliferation of brand and introduce new
products to capture opportunitiesin other snacks and ready to eat product
category NIL has to introduce new brandingstrategy.By doing so, NIL could
avoid the draw backs associated with the Maggi brand. Itcould position new
brand in competition with other competitors brand where there isno fit of
product with the Maggi brand.
P a g e | 35
8. BIBLIOGRAPHY
http://www.nestle.in/brands/pdca/Pages/MAGGICUPPAMANIA.aspx
http://virtualaccuracy.com/2007/10/definition-of-marketing-mix-productprice-place-promotion/
http://www.managementstudyguide.com/marketing-mix.htm
http://www.maggi.in/maggi_multigrainz_noodles.aspx
http://www.maggi.in/two_minutes_maggi_noodles.aspx
http://www.maggi.in/vegetables_atta_noodles.aspx
http://www.maggi.in/cuppamania.aspx
www.maggi.in/maggi_multigrainz_noodles.aspx
www.slideshare.net/parves190/maggi-noodles-8279990
http://www.scribd.com/doc/10552265/Nestle
http://www.maggi.in/range.aspx
http://www.nestleprofessional.com/unitedstates/en/BrandsAndProducts/Pages/default.aspx
http://www.maggi.in/maggi_multigrainz_noodles.aspx
http://www.maggi.in/two_minutes_maggi_noodles.aspx

Introduction of Nestle Company: Nestlé Is..

Hochgeladen von

Dokumentinformationen

Originaltitel

Copyright

Verfügbare Formate

Dieses Dokument teilen

Dokument teilen oder einbetten

Freigabeoptionen

Stufen Sie dieses Dokument als nützlich ein?

Sind diese Inhalte unangemessen?

Copyright:

Verfügbare Formate

Introduction of Nestle Company: Nestlé Is..

Hochgeladen von

Copyright:

Verfügbare Formate

Page | 1

1. INTRODUCTION OF NESTLE COMPANY

Sydenham College Of Commerce& Economics

Ever since Henri Nestl invented FarineLacte to alleviate infant mortality,

Business of the Nestle

Sydenham College Of Commerce& Economics

2. INTRODUCTION TO MAGGI NOODLES

Sydenham College Of Commerce& Economics

However in India (the largest consumer of Maggi noodles in the world!) it

Sydenham College Of Commerce& Economics

3. PRODUCT MIX, BRANDS AND PRODUCT

Nestls major products lines:

Chocolate Drinks: Milo power

Coffee: Nescafe Classic

Fruit Drinks: Frost

Dietetic & Infant Products: Lactogen

Culinary Products: Maggi Noodles

o Maggi 2-Minute Noodles

Confectionery: Nestle Milkpak

Water: Nestle Pure Life

4.2 BRANDS OF NESTLE

Sydenham College Of Commerce& Economics

NESTL HOT COCOA

STOUFFER'S LEAN CUISINE

NESTL TOLL HOUSE

Sydenham College Of Commerce& Economics

NESTL DESSERT INGREDIENTS

4.3 PRODUCTS OFFERING BY MAGGI

MAGGI Vegetable Multigrainz Noodles

MAGGI Healthy Soups

Sydenham College Of Commerce& Economics

MAGGI MAGIC Cubes

MAGGI NUTRI-LICIOUS PAZZTA

Sydenham College Of Commerce& Economics

4. MARKET SEGMENTATION, TARGETING

Sydenham College Of Commerce& Economics

5.1 Bases for Segmenting Consumer Markets

Usage rate: Light, Medium, Heavy

Evaluating and Selecting Market Segments

5.2Target segmentof Maggi noodles

children themselves ending up as the market leader of the instant

5.3 Positioning of Maggi

5. FOUR Ps OF MARKETING MIX

Elements of Marketing Mix

Sydenham College Of Commerce& Economics

Sydenham College Of Commerce& Economics

consumer preference for a healthier lifestyle and the deep

Since in todays fast-paced busy life, multitasking is a reality,

Sydenham College Of Commerce& Economics

Price of the companys product is considered as one of the 4 ps of marketing. It

Pack Size (gm)

Sydenham College Of Commerce& Economics

Initial Strategies of Maggi

Sydenham College Of Commerce& Economics

Events and Experiences

To maintain sales of seasonal products

Various Tools used

Several initiatives were also taken by Maggi Noodles or Retailers sales

The Maggi Club - the children under 14 were invited by press

Sydenham College Of Commerce& Economics

projected it as maggi clubbers are fun lovers and intended to use it as

Sydenham College Of Commerce& Economics

6.5 The Portfolio Matrix applied in MAGGI Noodles