MARKETING STRATEGIES

INTRODUCTION
Nestl India is a subsidiary of Nestl S.A. of Switzerland. With six factories and a large number of co-packers, Nestl India is a vibrant Company that provides consumers in India with products of global standards and is committed to long-term sustainable growth and shareholder satisfaction. The company is known for its brands in the Milk Products & Nutrition, Prepared Dishes & Cooking Aids, and Chocolates & Confectionery segments.

Fast to Cook and Good to Eat

Nestl leads the value sales of noodles in India with a market share of 79.3%. A testament to Nestl's domination of the sales of plain noodles is the fact that for its instant noodles brand Maggi, among all its global offices, India accounts for the highest level of volume sales for the company. The 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.

MAGGI IN INDIA

PRIMARY TARGET
Initially the primary target were the children below the age of 16. But recently its roots has taken place in the hearts of other age group also making it successful world wide in every way.

SWOT ANALYSIS

STRENGTHS Strong brand recall and the product is almost eponymous to the brand. Market leader with 79.3% market share in terms of value. Highest advertising share Emotional relationship with the consumer.
WEAKNESS

Tagged as a product having no health value. The product features have remained almost constant since inception in 1983 with any trial of innovation misfiring. Market share has fallen from the 80% in 1998-99 to 79.3% in 2005-06.

OPPURTUNITIES
The instant noodles segment is projected to grow at a tremendous rate with the market size doubling by 2010. Increase in the potential consumer base i.e. single working professionals and student population Rapid economic growth and rising disposable incomes make a strong case for a premium brand like Maggi. Upward trend of convenience food consumption. Huge untapped serviceable upward class rural base.

THREATS
Competition is increasing with established competitors in other segments are foraying into the noodles segment seeing the capacity of growth. Top ramen the prime competitor has come up with new exciting instant noodle offerings like cup noodles and mug noodles which threatens to eat into Maggis market share. Foreign players like Wai Wai and Rum Pum have forayed into the noodles market and have made their brand presence in eastern markets while indigenous Parle is threatening to offer their distribution network to international noodle brands wishing to make an entry.

MARKETING STRATEGIES
To be considered as the number one snacking option of India combining the values of convenience, taste and health.
Increase value market share to 80% in the instant noodles market by 2007-08 from the current 79.3%. To promote Maggi noodles as a healthy ready to eat convenient food among mothers and single working professionals. To upgrade the existing product features viz. packaging, ingredients, special additives based on consumer feedback.

Current Scenario Of Maggi

Current World Market Share

Product Life Cycle

THANK You
PRESENTED BY KANIKA JAISWAL 2225 PRAKRITI JAIN 2273