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 2minute 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 ofinstant foods in 1882-83.Towards the end of the century, Maggi company was producing notjust powdered soups, but bouillon cubes, sauces and other flavourings.However in India (the largest consumer of Maggi noodles in the world!) it was launched in1980 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 likebiscuits, wafers etc. Also it had other competitor the so called home made snacks which aretill today considered healthy and hygienic. Hence to capture the market it was positioned as ahygienic home made snack, a smart move. But still this didnt work, as it was targetedtowards the wrong target group, the working women.After conducting an extensive research, the firm found that the children were the biggestconsumers of Maggi noodles. Quickly a strategy was developed to capture the kids segmentwith various tools of sales promotion like pencils, fun books, Maggi clubs which workedwonders for it. No doubt the ads of Maggi have shown a hungry kid saying Mummy bhookhlagi hai to which his mom replies Bas do minute! and soon he is happily eating Maggienoodles. Further the MAGGI 2-MINUTE Noodles has been renovated to provide 20% of theRDA 1 of Calcium and Protein for the core target group building on the nutrition propositionTaste bhi health bhi. The company could have easily positioned the product as a meal, butdid not, as a study had shown that Indian mentality did not accept anything other than rice orroti as meal. They 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.1 Recommended Dietary Allowances for children of 79 years as per Nutritive Value of Indian Foods, published by IndianCouncil of Medical Research, Reprinted 04.

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1. Nestle around the Globe

Nestle is a Swiss company founded in 1866 by Henri Nestle. Nestle market its products in 130 countries across the world.

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Nestle sells over a billion product every day. Nestle put the nutrition as the core of their business, Nestle main focus is on health and wellness. The main consideration of Nestle is Good Food, Good Life to all consumer.

2. Core of Nestle Business

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Good Food, Good Life Food and beverages plays a important role in peoples life- not only because of enjoyment and social pleasure of eating together, but more in more terms of personal health and nutrition. Nestle is committed to provide their customer, consistent quality, safety as well as value for money and convenience. Great taste is the fundamental of their products and consumer appreciation of good food. Priority on nutrition, health and wellness.

3. Objective of Nestle
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Good to know Factual information on nutrition content Good to remember Tips for healthy lifestyle, cooking and diet Good to talk Consumers call to their consumer services teams or log on to their website.

4. Maggi in India
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Maggi noodles is a brand of instant noodles made by Nestle. It was founded by the Maggi family in Switzerland in the 19th century. Maggi is the iconic brand of Nestle. Maggi has been Nestles flagship culinary brand not only in India, but globally as well.

5. Maggi in India
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Maggi in India is best known for its flagship product of instant noodles with its various desi sub-segments such as the traditional dal atta , veg atta and rice noodles along with their various variants, Curry, Masala, Tomato, Chicken in the traditional and Shahi Pulao, Lemon Masala and Chilly Chow in the rice noodle segments. Nestle unleashed Brand Maggi in India almost 25 years ago in 1983 with the launch of its traditional 2-minute noodles in its masala , tomato and chicken flavours, followed by its curry flavour some years down the line.

6. Maggi in India

Maggi launched in India at a time when the instant noodle was not that well known a category. When Nestle India launched Maggi in the 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. //////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////////// 1. Introduction

Nestle introduced the Maggi brand in India in 1982. With its launch of Maggi 2 Minute Noodles. With the launch of Maggi noodles, NIL created an entirely new food category in the Indian packaged food market. The brand is very popular in several countries. The brand Maggi is also known as Maggi Mee". Maggi is a brand of instant soups and noodles. Maggi noodles recently introduced a new variety of its noodles, to cater the health conscious customers like 'Less Salt' and 'No Trans fat'. Over the years, in India Maggi noodles became a popular snack food product.

2. Introduction
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In May 2006, Nestle launched a new instant noodles product called Maggi Dal Atta Noodles. Nestle positioned that instant as a Health product that provide 20% extra protein for a child aged between 7 - 9. This is the addition to the range of Healthy products of NIL had been launching over the early 2000s. NIL offered a variety of culinary products such as instant noodles, soups, sauces and ketchups, cooking aids etc, under the Maggi brand.

3. Introduction
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In 1990, the sale of Noodles declined. The resign behind decline the sale was growing popularity of Top Ramen another instant noodles product. In 1997, NIL changed the formulation of Maggi Noodles. That was the big mistake of NIL because the customer didnt like the taste of new noodles.

4. Introduction
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In 1999, NIL reintroduced the old formulation of noodles for increasing their sales. Over the years NIL introduced several other products like soups and cooking adds under the Maggi brand. In 2000, Maggi was the leader in the branded instant noodles.

5. Introduction
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In 2005, NIL launched another instant Maggi Vegetable Atta Noodles. A healthy instant noodles product made of whole wheat flour and vegetables. In 2006, NIL launched another instant Maggi Dal Atta Noodles. Another healthy instant noodles but as a consumer didnt like the taste of new noodles.

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Introduction A brand of Nestle Launched in the year 1983 Initially targeted at Working Women Then repositioned itself to target Kids Market Driver in the Instant Noodles Category Currently enjoys a market share of about 80% ///////////////////////////////////////////////////////////////////// Maggi (pronounced [mai]) is a Nestl brand of instant soups, stocks, bouillon cubes,ketchups, sauces, seasonings and instant noodles. The original company came into existence in 1872 in Switzerland, when Julius Maggi took over his father's mill. It quickly became a pioneer of industrial food production, aiming at improving the nutritional intake of worker families. It was the first to bring protein-rich legume meal to the market, which was followed by readymade soup based on legume meal in 1886. In 1897, Julius Maggifounded the company Maggi GmbH in the German town of Singen where it is still established today. In parts of Europe, Mexico, Malaysia, and Brunei, In German-speaking countries as well as the Netherlands, Czech Republic, Slovenia, Slovakia, Poland and France, "Maggi" is still synonymous with the brand's "Maggi-Wrze" (Maggi seasoning sauce), a dark, hydrolysed vegetable protein based sauce which is very similar to East Asian soy saucewithout actually containing soy.[1] It was introduced in 1886, as a cheap substitute formeat extract. It has since become a well-known part of everyday culinary culture in Switzerland, Austria and especially in Germany. It is also well known in Poland. The bouillon cube or "Maggi cube" was introduced in 1908, which was another meat substitution product. Because chicken and beef broths are so common in the cuisines of many different countries, the company's products have a large worldwide market. In 1947, following several changes in ownership and corporate structure, Maggi's holding company merged with the Nestl company to form Nestl-Alimentana S.A., currently known in its francophonehomebase as Nestl S.A.. Today, Maggi is particularly well known in the Baltic states for its dry soups, Bangladesh, India,Australia, New

Zealand, Brazil, Philippines, Malaysia, Pakistan, Nigeria, Indonesia and Singapore fo r its instant Maggi noodles (Maggi Mee). In West Africa, Maggi cubes are used as part of the local cuisine. Throughout Latin America, Maggi products, especially bouillon cubes, are widely sold with some repackaging to reflect local terminology. In the German, Dutch and Danish languages, lovage has come to be known as "Maggi herb" (Ger.Maggikraut, Du. maggikruid or Da. maggiurt), because it tastes similar to Maggi sauce, although, paradoxically, lovage is one of the few herbs not present in the sauce. In Indonesia, Vietnam and Thailand Maggi seasoning sauce is a popular condiment used in flavouring meals, and the bottles are familiar sights on restaurant tables.

////////////////////////////////////////////////////////////////////////// Maggi noodles is a brand of instant noodles manufactured by Nestl. 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). Maggi noodles are part of the Maggi family, a Nestl brand of instant soups, stocks, and noodles. In Malaysia, there are fried noodles made from maggi noodles known as Maggi goreng. Maggi noodles recently 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. In fact, "Maggi" has become a well-known brand for instant noodles in India and Malaysia. Nestl India Ltd (NIL) offered a variety of culinary products such as instant noodles, soups, sauces and ketchups, cooking aids (seasonings), etc., under the Maggi brand (Refer to Exhibit II for Maggi's product portfolio as of mid-2006). Of these, instant noodles had been NIL's main product category in the culinary segment since the launch of Maggi 2 Minute Noodles (Maggi noodles) in 1982. Over the years, Maggi

noodles became a popular snack food product in India. In fact, the word "Maggi" has become a common term for any brand of noodles in India. In mid 2008, New Zealand supermarkets introduced replacement formulations for its Beef, Oriental, and Curry flavours. A new feature is an extra sachet containing dehydrated vegetables. Maggi claims the new range contains 88% less total fat and 86% less saturated fat than the average of top-three (unnamed) 2-minute-noodle competitors. The new Maggi range also has considerably lower fat than its own previous formulation. However, the salt content has been increased by 31 percent. Consumers have not reacted well to the new formulations, complaining that they want the original chicken flavour back.[citation needed] In the Philippines, packs of Maggi noodles were recalled by Nestle Philippines after it was said to be contaminated with salmonella. Maggi noodles also contain the additives E150d and E627.[1] E150d is sometimes made from maize.[2] Claimed to be "2 minute noodles", The Maggi noodle cake and seasoning is added into boiling water for two minutes and it is ready for consumption. Egg, seaweed, boiled vegetables or lemon can also be added to the noodles for a better flavour. ////////////////////////////////////////////////////////////////////////////////////// Introduction to Noodle Market Noodles are a value added item made from flour. Amongst processed cereal products in India, noodles have a share of output and constitute the largest segment in this sector of the processed food market. Noodles can be classified according to type of raw materials used in their manufacture, the type of manufacturing method used, and the form of the product on the market and the size of the noodle strands. The most popular especially in Southeast Asia is the rice vermicelli; mi fen or mee fun in China, bifun or maifun in Japan, beehoon in Singapore and Malaysia, sen mee in Thailand, bahn hoi in Vietnam and bihon in the Philippines. China, Indonesia & Japan are the biggest market for noodles Production equipments have been improved, modernized, and up-graded to

guarantee efficient productivity. Certification under the PFA Act is necessary. The BIS has specified standards. 1.2 Introduction of Maggi Noodles NIL introduced the Maggi brand to Indian consumers when it launched Maggi 2 Minute Noodles, an instant food product, in 1982. At that time, Indian consumers were rather conservative in their food habits, preferring to eat traditional Indian dishes rather than canned or packaged food. In fact, NIL was trying to create an entirely new food category, instant noodles, in India. Initially, the company targeted working women on the premise that Maggi noodles... ////////////////////////////////////// Introduction to Case This case looks at the various phases in the product life cycle of Maggi noodles in India. It talks about the various measures taken by NIL to keep the Maggi brand fresh in the minds of Indian consumers. The case also talks about the various extensions of the Maggi brand and tries to analyze why only the sauces and ketchups category, among all the other product extensions, managed to succeed. It further discusses the measures taken by NIL to reposition Maggi as a 'health product'. The case ends with a discussion whether NIL would be successful in sustaining this new image for Maggi in the market.

Maggi in India Nestl India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestl SA, introduced the Maggi brand in India in 1982. With the launch of Maggi noodles, NIL created an entirely new food category - instant noodles - in the Indian packaged food market. Being the first-mover, NIL successfully managed to retain its leadership in the instant noodles category even until the early 2000s. In 2005, NIL started offering a range of new 'healthy' products under the Maggi brand, in a bid to attract health-conscious consumers. ///////////////////////////////////////////////////////////

What is the brand name that comes to your mind when, you hear the word NOODLES?: What is the brand name that comes to your mind when, you hear the word NOODLES?

Introduction of Maggi 2 minute Noodles : Introduction of Maggi 2 minute Noodles Its a brand of Instant Noodles made by Nestle India ltd. It was found by the Maggi family in Switzerland in the 19th century. Nestle launched Maggi for the first time in India in the 1982. Nestle wanted to explore the potential for such an instant food among the Indian market.

The Brand is popular in :: The Brand is popular in : India Australia Malaysia New Zealand Singapore South Africa ////////////////////////////////////////////////////////////////////

CONCLUSION

Final conclusion: The plant must operate at the minimum efficiency of 71.66% in order to reach break-even analysis point i.e. not to suffer any loss.5.1.3 GRAPHICAL BREAK-EVEN ANALYSIS The result obtained above can be verified by plotting a graph between the total cost and Quantity of Maggi produced. The graph is shown below. Break Even Analysis 20 Rupees (in millions) 15 10 Variable Cost Revenue 5 Cash Balance 0 0 20 40 60 80 100 120 -5 Sales (in tonnes)5.2 SALES FORECAST5.2.1 MAGGI INSTANT NOODLESSales by value For the year 2007 Projected value of instant noodles category (Refer Appendix B)= Rs.8,611.1 millionThe desired market share by value = 80%Therefore, projected value the sales need to be 80% * Rs.8611.11 = Rs. 6888.88 million.Sales by volumeAverage retail price per 100 gms of Maggi (across all SKUs) = Rs.9Price for one thousand Tonnes of Maggi = 9 * 10^7 rupeesProjected value of sales = Rs. 6888.88 millionTherefore, Projected volume sales = (Projected Value of Sales / Price per thousand Tonnes) = 76.5 thousand Tonnes.For year 2007 projected category sales = 96.9 thousand Tonnes.Therefore, volume market share of 78.95 % for the year 2007 is projected.

,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,, Focus on creating distinctive image, based on twin benefits of instant & health

Conduct promotion campaign in schools in small towns Launch new advertising campaign with brand ambassador ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

Brand Recall and Future Trends

Introducing a fictitious character who can connect with kids for better brand recall Organizing contests , games and industrial visits for school kids to further strengthen the brand image Invite Housewives to send new innovative recipes made from Maggi and introduce rewards for the same Foray into the Chinese food segment by introducing branded products for chowmeen, schezwan and hakka noodle

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Health claims controversy

Nestl have faced criticism over their advertising of the Maggi brand, adhering to marketing regulations in developed countries, but making misleading claims in developing countries where regulation permits it. For example, in October 2008 Nestl mistakenly aired an advert meant for Bangladeshi TV on British TV. The advert made false claims that the noodles would "help to build strong muscles, bone and hair". The British Advertising Standards Authority said that the advert did not abide by the new EU consumer protection legislation, by which advertisers have to provide proof of health claims.[3]
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New Positioning Strategy NIL shifted its focus from working women and targeted children and their mothers through its marketing. NIL's promotions positioned the noodles as a 'convenience product', for mothers and as a 'fun' product for children. NIL aggressively promoted Maggi noodles through several schemes like: distributing free samples. giving gifts on the return of empty packs.

NIL's advertising too played a great role in communicating the benefits of the product to target consumers

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Current scenario of Maggi : Current scenario of Maggi leading brand in India as well as world. Reasonable competitive pricing. Focus mainly on health benefits. ,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,,

Future plans

Nestl Indias objective is to manufacture and market the companys products in such a way soas to create value that can be sustained over the long term for consumers, shareholders, employees and business partners. Nestle aims to create value for consumers that can be sustained over the long term by offering a wide variety of high quality, safe food product sat affordable prices. The company continuously focuses its efforts to better understand the changing lifestyles of modern India and anticipate consumer needs in order to provide convenience, taste, nutrition and wellness through its product offerings

2. BGC matrix
Stars - Stars are high growth businesses or products competing in markets where they are relatively strong compared with the competition. Often they need heavy investment to sustain their growth. Eventually their growth will slow and, assuming they maintain their relative market share, will become cash cows. Cash Cows - Cash cows are low-growth businesses or products with a relatively high market share. These are mature, successful businesses with relatively little need for investment. They need to be managed for continued profit - so that they continue to generate the strong cash flows that the company needs for its Stars. Question marks - Question marks are businesses or products with low market share but which operate in higher growth markets. This suggests that they have potential, but may require substantial investment in order to grow market share at the expense of more powerful competitors. Management have to think hard about "question marks" - which ones should they invest in? Which ones should they allow to fail or shrink? Dogs - Unsurprisingly, the term "dogs" refers to businesses or products that have low relative share in unattractive, low-growth markets. Dogs may generate enough cash to break-even, but they are rarely, if ever, worth investing in.
BCG MATRIX METHOD The BCG Matrix method is the most well-known portfolio management tool. It is based on product life cycle theory. It was developed in the early 70s by the Boston Consulting Group. The BCG Matrix can be used to determine what priorities should be given in the product portfolio of a business unit. To ensure long-term value creation, a company should have a portfolio of products that contains both high-growth products in need of cash inputs and low-growth products that generate a lot of cash. The Boston Consulting Group Matrix has 2

dimensions: market share and market growth. The basic idea behind it is: if a product has a bigger market share, or if the product's market grows faster, it is better for the company.

The BCG matrixThe four segments of the BCG Matrix MARKET GROWTH LOW ............................................HIGH HIGH MARKET SHARE LOW ---------------------------------------------------------------------------------------Placing products in the BCG matrix provides 4 categories in a portfolio of a company: 1. * Stars (high growth, high market share) o Stars are using large amounts of cash. Stars are leaders in the business. Therefore they should also generate large amounts of cash. o Stars are frequently roughly in balance on net cash flow. However if needed any attempt should be made to hold your market share in Stars, because the rewards will be Cash Cows if market share is kept. ---------------------------------------------------------------------------------------2.* Cash Cows (low growth, high market share) o Profits and cash generation should be high. Because of the low growth, investments which are needed should be low. o Cash Cows are the foundation of a company -------------------------------------------------------------------------------------3.* Dogs (low growth, low market share) o Avoid and minimize the number of Dogs in a company. o Watch out for expensive rescue plans. o Dogs must deliver cash, otherwise they must be liquidated. ------------------------------------------------------------------------------------------4. * Question Marks (high growth, low market share) o Question Marks have the worst cash characteristics of all, because they have high cash demands and generate low returns, because of their low market share. o If the market share remains unchanged, Question Marks will simply absorb great amounts of cash. o Either invest heavily, or sell off, or invest nothing and generate any cash that you can. Increase market share or deliver cash. -----------------------------------------------------------------------

3. BCG MATRIX
4. 5.

STARS
The stars are the high relative market share and high market growth. Nestle beverages i.e. are somewhat the stars in their business, because with the high quality and new designs which comes every now and then makes them more popular among the customers, because customer with upper class wants the quality and nestle offers the best quality food items.

6. 7. 8. 9. 10. 11.

CASH COWS
The cash cows are their baby food items i.e. nestle cerelace and other baby food products. Company has to take measures to make these products as stars.

DOGS
The pharmaceutical products are nestle Dog, because it has low-share business with low growth market especially when we talk about Pakistani market. The company has to think on what it can do by improving the low share and growth market.

12.

13. 14. 15.

QUESTION MARKS
The question marks are the breakfast cereals. They have high market growth but low market share. The company has to decide about which question mark they should try to build into the stars and which one of these should be phased out.

16. 17. 18. 19. 20. 21. 22. 23.

24. BGC matrix 25. STARS:- Maggi Noodles is the market leader with 80% market share in noodles market & maggi sauces & ketchup is leader with 37% market share. The products are producing cash for the company consistently. The market is growing by 15% in the product category of noodles. 26. 27. Questions :- Maggi soups is the category which is in question mark as the market is growing & the brand as less market share then market leader knorr brand of Hindustan lever limited. There are more chance for maggi soups to go to dog it does not stay competitive & increase market share in the category.
28. 29. 30. 31. 32. 33. 34.

35.

PESTLE
Economic
Economic growth (overall; by industry sector) Monetary policy (interest rates)

Political / Legal
Environmental regulation and protection Taxation (corporate; consumer)

Social
Income distribution (change in distribution of disposable income; Demographics (age structure of the population; gender; family size and composition; changing nature of

Technological
Government spending on research Government and industry focus on technological effort

occupations)

International trade regulation Consumer protection

Government spending (overall level; specific spending priorities) Policy towards unemployment (minimum wage, unemployment benefits, grants) Taxation (impact on consumer disposable income, incentives to invest in capital equipment, corporation tax rates) Exchange rates (effects on demand by overseas customers; effect on cost of imported components) Inflation (effect on costs and selling prices) Stage of the business cycle (effect on shortterm business performance) Economic "mood" consumer confidence

Labour / social mobility

New discoveries and development Speed of technology transfer

Lifestyle changes (e.g. Home working, single households) Attitudes to work and leisure

Employment law

Rates of technological obsolescence

Government organisation / attitude

Education

Energy use and costs

Competition regulation

Fashions and fads Health & welfare

Changes in material sciences Impact of changes in Information technology

Living conditions (housing, Internet! amenities, pollution)

36.
37. Each offering of MAGGI noodles has been developed keeping in mind the Indian palate & what the consumer likes and dislikes. Since in todays fast paced busy life, multitasking is a reality, the consumer wants something that fits with such a rushed lifestyle. He/she seeks a product which in addition to being tasty and healthy is convenient to prepare, eat and at the same time is also filling. New MAGGI CUPPA MANIA has been launched keeping exactly all this in mind as MAGGI CUPPA MANIA can be had anytime on the go. MAGGI CUPPA MANIA:

Offers delicious taste combined with goodness of real vegetables Comes in two mouth watering variants Is convenient to make Only boiling water needs to be added Has a fork inside for on- the- go usage Comes packed with Power of Calcium In addition to the delicious new product, MAGGI CUPPA MANIA comes in attractive sleeved

cups MAGGI CUPPA MANIA is an ideal offering for the new generation pressed hard for time trying to juggle multiple roles all at once. Therefore the line Just add garam paani Carry on jaani

Celebrating 25 Years of Presence! Maggie Noodles!

"Mummy! Bhuk Lagi hai!" "Buss 2 minutes!" I have been hearing(actually watching) this advertisement for years now. This simple, sort of tagline symbolizes a brand name of a food product, in FMCG market, which is perhaps the most widely bought & eaten food product across country among all ages of people. It boasts to have added value to your life without taking more than "2-Minutes" of your daily life and that too for last 25 years!

It's Maggie Noodles! One of the most respected & trusted fast food item in India. In fact, if you play the jingle of Maggi anywhere anytime, 9/10 children & 10/10 grown up adults would recognize it without fail. It could be perhaps the No.1 Top of Minds brands in India and nothing has changed actually in last 25 years of its presence in Indian FMCG market. In fact there is no other product exists in Instant Noodles category in the market, and even if something other than Maggie exists, it is too little to take note of it.
The best part of Brand Maggie is its adaptability to local food habits. In fact it is the secret of success of Brand Maggie. For Example, with growing health conscious class of people, it has recently introduced the "Ata Noodles" made of wheat flour instead of much widely used refined flour in other noodle products. This has created a positive impact among particular class of subscribers such as health conscious mothers who prefer Maggi as afterschool snacks for kids at home. Recently it has also introduced "Rice Noodles", but they have to still grab the attention of people. And when you are living a fast pace life, you find Maggi more and more suitable to your pace. It is just synchronized to your life. That could be another reason of its immense popularity. Creating a fast food industry was never easy. No one could actually speculate it. It's something different. Cooking something in just "2-

minutes"without taking any outside ingredient except water could be compared to idea of innovation of Internet Search Engine. It looks trivial now. But we could hardly think of efforts & belief of people who created the very idea of Instant Food with great perseverance; that it would be the one of the most successful ideas ever introduced in market.

Maggie is just not a food product. It is more than it. It is original concept. It is lifestyle. It is a new food habit. It is a great idea. It is the cheapest branded food item available in market. It is the most widely eaten food product among all class of people. It is omnipresent. Forget about its omnipresence & our dependency on it, can we imagine our daily life without Maggie? Replacing something like Maggie may not be possible, as there is nothing like Maggie available in the market. It is irreplaceable! It is the default food item an urban subscriber buys blindly while shopping in bazaars. I never had a single doubt about the authenticity of the product ever purchasing it. And many of us agree with me. We simply trust it. So what is the recipe of creating such a great food product? They say, "Creating a superb taste needs a vision of adding value to food habits of people, it is just more than satisfying crave". Maggie is the perfect example of it.

Maggie Noodles a 25 year journey in the Indian Market

In the early 1990s the entry many multinationals into the country triggered the debate of the long term view many companies were willing to take in a developing economy.

The often quoted exam invest in changing the eating habits of Indians.

ple use t

o be that of Kellogg's

Corn Flakes, and how the company had a 25 year plan wherein they were willing to

One company which has achieved a reasonable success in introducing a more or less alien food and succeeding is that of Maggi Noodles... To check out the success of the

brand check out the following it has among the Kids, there is even a orkut community on Maggie Lovers.

It is a far cry from the initial launch days when Maggi was distributed free in schools to promote trial , I am talking about 1980s during the launch period. The company made an attempt in the mid-90s to change the formulation of the product , which was outright rejected by the consumers and the company had to go back to it old formulation and the company had to do a massive communication campaign ..... Today India is the largest market for Maggi Noodles. But the brand has turned profitable just recently, so it has been a long haul for the company in the Indian market.

After remaining a single variant (Miada one with variants) for close to two decades, the last couple of years has seen many new launches coming in. It all was triggered by the successful launch of Maggi Attaa Noodles... Now we have the rice noodles in Maggi and the most of recent of all the cup variant. The journey and success of Maggi Noodles is some thing worth noticing for a marketer, as one can learn a lot , the oft ignored reality that brand building is a long term business ....

Chinese Spinach Noodles : lets get healthy !!!

Who said Maggie noodles arent good for u ... Give them a thumbs down coz ur dietician says yes to noodles ... Come lets make it healthy P.s. if ur Dietician can eat it then u can simply be ignorant of

any n everyone who says no to noodles ... After all we just dont wana be healthy but deliciously healthy ;-) All u need is .. Noodles .... Multigrain ( p.s. We r avoidng the unhealthy maida generally there in original maggi n similar noodles) 1 packet for a single serve Onions 2 big .. Chopped Tomatoes 2 medium sized .. Chopped Spinach .. 1 bunch .. Remove the non edible portion .. Wash entirely .. Kitchen king masala Chilli powder Jeera Salt to taste Now v r all set to prepare Popeye's recommendation ... Healthy Noodles... With the goodness of Iron and lycopene ... Take a pan ... Pour water ..let it boil.. Add noodles ... Take another non stick pan with minimal olive pomace oil .. Put jeera ... Let it splutter Add onions .. Mix until golden brown Then add the masalas to it ... Add tomatoes .. Cook for 2 mins on low flame Add spinach to it ... Cook for 3-4 mins ... Add the masala of the noodles ... Then cover the pan and let it cook ... Drain off the water from the noodles pan ... Add noodles to the veggie pan and toss it up ... The healthier yummier and tastier version of noodles is all set to sizzle!!!

Enjoy !!!

Maggi noodles
Maggi noodles is a brand of instant noodles manufactured by Nestl. 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). Maggi noodles are part of the Maggi family, a Nestl brand of instant soups, stocks, and noodles. In Malaysia, there are fried noodles made from maggi noodles known as Maggi goreng. Maggi noodles recently 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. In fact, "Maggi" has become a wellknown brand for instant noodles in India and Malaysia. Nestl India Ltd (NIL) offered a variety of culinary products such as instant noodles, soups, sauces and ketchups, cooking aids (seasonings), etc., under the Maggi brand (Refer to Exhibit II for Maggi's product portfolio as of mid-2006). Of these, instant noodles had been NIL's main product category in the culinary segment since the launch of Maggi 2 Minute Noodles (Maggi noodles) in 1982. Over the years, Maggi noodles became a popular snack food product in India. In fact, the word "Maggi" has become a common term for any brand of noodles in India. In mid 2008, New Zealand supermarkets introduced replacement formulations for its Beef, Oriental, and Curry flavours. A new feature is an extra sachet containing dehydrated vegetables. Maggi claims the new range contains 88% less total fat and 86% less saturated fat than the average of top-three (unnamed) 2-minute-noodle competitors. The new Maggi range also has considerably lower fat than its own previous formulation. However, the salt content has been increased by 31 percent. Consumers have not reacted well to the new formulations, complaining that they want the original chicken flavour back.
[citation needed]

In the Philippines, packs of Maggi noodles were recalled by Nestle Philippines after it was said to be contaminated with salmonella. Maggi noodles also contain the additives E150d and E627.
[1]

E150d is sometimes made from maize.

[2]

Claimed to be "2 minute noodles", The Maggi noodle cake and seasoning is added into boiling water for two minutes and it is ready for consumption. Egg, seaweed, boiled vegetables or lemon can also be added to the noodles for a better flavour.

Flavours
Maggi Noodles are available in a large assortment of different flavours. They are: Original Flavour Chicken Curry (a healthier alternative is also sold in supermarkets) Kari Letup ("Explosive" Curry) in Malaysia Laksa Lemak (discontinued) Tom yam Chicken & Corn Beef Oriental Masala Prawn Dal Sambar (whole wheat noodles) Dal Atta noodles Asam Laksa Cheese Pizza (only in Saudi Arabia and South Africa, was available for a period of time in Australia and New Zealand) Sup Tulang (bone soup) (in Malaysia) Chatpata Tomato Ruhi Dashi Koki Kapi Stronger Chicken Crispy Chicken Vegetable Atta Noodles (whole wheat noodles) Shahi Pulao (rice noodles)

Chilly Chow (rice noodles) Lemon Masala (rice noodles) Mi Goreng Char Mee Mi Goreng Kicap Bawang Mi Goreng Pluz Asli Capsica Itik (duck) Mi Udang Pulau Pinang' (was available in Malaysia) Maggi goreng sedap Boerewors (in South Africa)

DAL ATTA NOODLE

To provide the family with more good food, Nestl India has now launched yet another innovative product MAGGI Dal Atta Noodles, further building on the nutrition proposition of TASTE BHI HEALTH BHI. In addition to the wholesome nutrition of Dietary Fibre contained in whole wheat ( 'Atta'), the new product offers the goodness of protein coming from the unique combination of 'Atta' and 'Dal'. Every serve of MAGGI Dal Atta Noodles provides over 20% of a child's* daily requirement of dietary fibre and protein, therefore making it a healthy choice. MAGGI Dal Atta Noodles is available with the delicious taste of SAMBAR. Each offering of MAGGI noodles has been developed keeping in mind the Indian palate & what the consumer likes and dislikes. Since in todays fast paced busy life, multitasking is a reality, the consumer wants something that fits with such a rushed lifestyle. He/she seeks a product which in addition to being tasty and healthy is convenient to prepare, eat and at the same time is also filling.

New MAGGI CUPPA MANIA has been launched keeping exactly all this in mind as MAGGI CUPPA MANIA can be had anytime on the go. MAGGI CUPPA MANIA:

Offers delicious taste combined with goodness of real vegetables Comes in two mouth watering variants Is convenient to make Only boiling water needs to be added Has a fork inside for on- the- go usage Comes packed with Power of Calcium In addition to the delicious new product, MAGGI CUPPA MANIA comes in attractive sleeved cups MAGGI CUPPA MANIA is an ideal offering for the new generation pressed hard for time trying to juggle multiple roles all at once. Therefore the line Just add garam paani Carry on jaani

MAGGI 2-MINUTE Noodles is one of the largest & most loved food brands in India. Continuing forth our innovation & consumer engagement, we have recently come out with the new Guess the Taste Noodles, where consumers have to taste the product and name it for us!! This innovation comes on the back of three new successful launches last year ie Thrillin Curry, Tricky Tomato, & Romantic Capsica Noodles.

Product Life Cycle

Introduction of product. When the product is first introduced, sales are smaller in number due to a majority of consumers being hesitant to purchase a new or unproven product; resellers not wanting to take large amounts of unproven product because they dont want to be caught with stock they may not be able to sell; and the manufacturers may not be able to produce the product at full speed to start with. Financial losses are usual at this stage. The marketing mix strategies that would be used at this stage are: product quality level and branding would be determined; promotion would be heavy (maybe giving something extra on purchase of the new product) or some kind of convincing publicity. Heavy advertising in newspapers, magazines, radio, television; pricing may be reduced or be put on special in order to get consumers to try the product and build market share; distribution would be selective until customers show acceptance of the product. Growth. Market acceptance of the product hasnow been obtained and sales and profits are rising, along with increased promotional costs due to the increased demand for the product. Competitors launch products to compete with yours Production costs are down due to production now running at full capacity. Marketing mix strategies that would be used at this stage: Product quality continued, any tweaking to improve it or add extra

features is done, pricing is maintained or made slightly lower due to competitors launching products to compete with yours. Distribution is now more intensive as customers accept the product and demand increases. Promotion is still heavy and aimed at a wider audience. Maturity. Strong sales growth slows down. Market share has to be retained while still trying to make a good profit. Low profit sellers pull out of the market. Marketing mix strategies for this stage: Product features may be modified in order to differentiate the product from those of your competitors.

products - product life cycle

We define a product as "anything that is capable of satisfying customer needs. This definition includes both physical products (e.g. cars, washing machines, DVD players) as well as services (e.g. insurance, banking, private health care). Businesses should manage their products carefully over time to ensure that they deliver products that continue to meet customer wants. The process of managing groups of brands and product lines is called portfolio planning. The stages through which individual products develop over time is called commonly known as the "Product Life Cycle". The classic product life cycle has four stages (illustrated in the diagram below): introduction; growth; maturity and decline

Introduction Stage At the Introduction (or development) Stage market size and growth is slight. it is possible that substantial research and development costs have been incurred in getting the product to this stage. In addition, marketing costs may be high in order to test the market, undergo launch promotion and set up distribution channels. It is highly unlikely that companies will make profits on products at the Introduction Stage. Products at this stage have to be carefully monitored to ensure that they start to grow. Otherwise, the best option may be to withdraw or end the product. Growth Stage The Growth Stage is characterised by rapid growth in sales and profits. Profits arise due to an increase in output (economies of scale)and possibly better prices. At this stage, it is cheaper for businesses to invest in increasing their market share as well as enjoying the overall growth of the

market. Accordingly, significant promotional resources are traditionally invested in products that are firmly in the Growth Stage. Maturity Stage The Maturity Stage is, perhaps, the most common stage for all markets. it is in this stage that competition is most intense as companies fight to maintain their market share. Here, both marketing and finance become key activities. Marketing spend has to be monitored carefully, since any significant moves are likely to be copied by competitors. The Maturity Stage is the time when most profit is earned by the market as a whole. Any expenditure on research and development is likely to be restricted to product modification and improvement and perhaps to improve production efficiency and quality. Decline Stage In the Decline Stage, the market is shrinking, reducing the overall amount of profit that can be shared amongst the remaining competitors. At this stage, great care has to be taken to manage the product carefully. It may be possible to take out some production cost, to transfer production to a cheaper facility, sell the product into other, cheaper markets. Care should be taken to control the amount of stocks of the product . Ultimately ,depending on whether the product remains profitable stocks of the product . Ultimately ,depending on whether the product remains profitable , a company may decide to end the product

What Is PESTLE Analysis

PESTLE analysis is a useful tool for understanding the big picture of the environment in which you are operating, and the opportunities and threats that lie within it. By understanding the environment in which you operate (external to your company or department), you can take advantage of the opportunities and minimize the threats. Specifically the PEST or PESTLE analysis is a useful tool for understanding risks associated with market growth or decline, and as such the position, potential and direction for a business or organization. For the purposes of this page we will focus on the PESTLE variation of the acronym. The PESTLE Analysis is often used as a generic orientation tool, finding out where an organization or product is in the context of what is happening out side that will at some point effect what is happening inside an organization. A PESTLE analysis is a business measurement tool, looking at factors external to the organization. It is often used within a strategic

SWOT analysis (Strengths, Weaknesses, Opportunities and Threats analysis). The PESTLE analysis headings are a framework for reviewing a situation, and can also be used to review a strategy or position, direction of a company, a marketing proposition, or idea. There are many variants on this model including PEST analysis and STEEPLE analysis. Completing a PESTLE analysis can be a simple or complex process. It all depends how thorough you need to be. It is a good subject for workshop sessions, as undertaking this activity with only one perspective (i.e. only one persons view) can be time consuming and miss critical factors. Use PESTLE analysis for business and strategic planning, marketing planning, business and product development and research reports.

Factor in PESTLE Analysis

Political: what is happening politically with regards to tax policies employment laws, trade restrictions, tariffs

Economic: what is happening within the economy i.e economic growth/ decline, minimum wage, unemployment (local and national), credit availability, cost of living, etc. Sociological: what is occurring socially i.e cultural norms and expectations, health consciousness, population growth rate, career attitudes,. Technological: new technologies are continually being developed. There are also changes Political: what is happening politically with regards to tax policies employment laws, trade restrictions, tariffs to barriers to entry in given markets Legal: changes to legislation. This may impact employment, access to materials, resources, imports/ exports, taxation etc. Environmental: what is happening with respect to ecological and environmental aspects.

PESTLE
A PEST analysis is sometimes expanded to incorporate legal and environmental factors; this is known as a pestle analysis. There are many statutes books containing company law as almost every aspect of an organisations operation is controlled through legislation from treatment of employees through to health and safety. Legal factors are important as organisations have to work within legislative frameworks. Legislation can hinder business by placing onerous obligations on

organisations. On the other hand legislation can create market conditions that benefit business.

Diagram: PEST analysis and the marketing mix.

Political factor
The first element of a PEST analysis is a study of political factors. Political factors influence organisations in many ways. Political factors can create advantages and opportunities for organisations. Conversely they can place obligations and duties on organisations. Political factors include the following types of instrument:

- Legislation such as the minimum wage or anti discrimination laws. - Voluntary codes and practices - Market regulations - Trade agreements, tariffs or restrictions - Tax levies and tax breaks - Type of government regime eg communist, democratic, dictatorship Non conformance with legislative obligations can lead to sanctions such as fines, adverse publicity and imprisonment. Ineffective voluntary codes and practices will often lead to governments introducing legislation to regulate the activities covered by the codes and practices.

Economical factor
The second element of a PEST analysis involves a study of economic factors. Stage of a business cycle Current and projected economic growth, inflation and interest rates Unemployment and supply of labor Labor costs Levels of disposable income and income distribution Impact of globalization Likely impact of technological or other changes on the economy Likely changes in the economic environment

social
The third aspect of PEST focuses its attention on forces within society such as family, friends,Aolleagues, neighbours and the media. Social forces affect our attitudes, interest s and opinions. These forces shape who we are as people, the way we behave and ultimately what we purchase Population changes also have a direct impact on organisations. Changes in the structure of a population will affect the supply and

demand of goods and services within an economy. Falling birth rates will result in decreased demand and greater competition as the number of consumers fall. Conversely an increase in the global population and world food shortage predictions are currently leading to calls for greater investment in food production. Due to food shortages African countries such as Uganda are now reconsidering their rejection of genetically modified foods. In summary organisations must be able to offer products and services that aim to complement and benefit peoples lifestyle and behaviour. If organisations do not respond to changes in society they will lose market share and demand for their product or service.

Technological
Unsurprisingly the fourth element of PEST is technology, as you are probably aware technological advances have greatly changed the manner in which businesses operate. Technology has created a society which expects instant results. This technological revolution has increased the rate at which information is exchanged between stakeholders. A faster exchange of information can benefit businesses as they are able to react quickly to changes within their operating environment. However an ability to react quickly also creates extra pressure as businesses are expected to deliver on their promises within ever decreasing timescales.. For example the Internet is having a profound impact on the marketing mix strategy of organisations. Consumers can now shop 24 hours a day from their homes, work, Internet cafs and via 3G phones and 3G cards. Some employees have instant access to e-mails through Blackberrys but this can be a double edged sword, as studies

have shown that this access can cause work to encroach on their personal time outside work. The pace of technological change is so fast that the average life of a computer chip is approximately 6 months. Technology is utilised by all age groups, children are exposed to technology from birth and a new generation of technology savvy pensioners known as silver surfers have emerged. Technology will continue to evolve and impact on consumer habits and expectations, organisations that ignore this fact face extinction.

Legal:
current home market legislation, future legislation European/international legislation regulatory bodies and processes environmental regulations, employment law, consumer protection industry-specific regulations, competitive regulations

Environmental:

Ecological environmental issues, environmental regulations customer values, market values, stakeholder/ investor management style, staff attitudes, organizational culture, staff engagement