MAGGI MANIA!

Presented by: Group 10

Palghat S Hitesh - 13161
Riddhi Jaini - 13166
Shreyas R Naik - 13171
S. Shubhanjali - 13176
Vinay Kulkarni - 13181
Case Facts Instant Noodle Industry in India
Instant Noodle Industry during the year 2011 - 1300 CR

Market growth rate - 30 % per annum

Estimated to reach Rs.3000-3500 CR by 2015

Indians consume about 90,000 tons of Noodles every year

Major players Nestle Maggi, ITC Sunfeast Yippee!, GSK Foodles, Knorr
Soupy Noodles, Top ramen and other private brands


Case Facts - Nestle
Founded in 1867 and entered Indian market in 1912 as Nestle India, a
subsidiary of Nestle Switzerland

Worlds largest and diversified food company

281000 Employees, 540 Factories across 118 countries, 8000 products

Adopted PPP (Popularly Priced Products) strategy

Chairman and MD of Nestle India Antonio Helio Waszyk


Case Facts Maggi
Launched in India in the year 1983

Market Leader in instant noodles category with 85% market share as of 2011

First mover advantage

Most-loved Noodle brand in India

Dominated the Instant noodles industry for nearly 3 decades, synonymous
to noodles in Indian market


Noodle Market
(Market Share)
Maggie, 85
Top Ramen, 3.1
Tasty Treat, 1.8
Yippee!, [VALUE]
Foodles, 3.2 Others, 2.6
Maggi Positioning
Maggi 2-minutes Noodles
Fast to Cook Good to Eat (1980s & 90s)
Just add garam Paani and carry on Jaaani! (2008)
Maggi Cuppa Mania.
Taste bhi, Health bhi (2000 till date)
Me and meri maggi





Maggi Products
(Noodle Category)
Maggi Masala

Maggi Vegetable Atta Noodles

Maggi Rasile Chow

Problems
Decreasing Market Share






Increased Competition from major brands like HUL, ITC, GSK etc.
Variety Seeking Attitude Among Youngsters Reduced Customer
Loyalty




92.3
91.9
91
88.1
89
85.7
85
80
82
84
86
88
90
92
94
2005 2006 2007 2008 2009 2010 2011
MARKET
SHARE
Competitors Analysis
Yippee!
Owned by ITC, was launched in Sep 2010
Good Distribution Network across the country
Mainly targeted towards Kids and Teenagers
Stands different in taste
First to introduce noodles in a round shape
Market Share 4.3%
Most aggressive competitor of Maggi.

Foodles
Owned by GlaxoSmithKline (GSK)
Has a strong hold in South and East India with 6% market share
It sources its noodles from Indo-Nissin but banks on its own branding and distribution
USP- Multi Grain noodles
Market Share- 3.2%



Competitors Analysis(2)
Knorr Soupy Noodles
Introduced in March 2010
Owned by HUL
Good Distribution Network
Healthy alternative for junk food-Evening snack for kids
Market Share < 1%
Sends out a clear message to Kids and Mothers why choose one when you can get
both
Aggressive product push strategies through shelf buying and bundle selling

Top Ramen
Oldest competitor of Maggi, has been around since 1991
Owned by Indo- Nissin
Has a bunch of loyalists who prefer its spice factor
Initially lacked a strong distribution network, but later tied up with Mudra Maxx to
improve the same.


Competitors Analysis (3)

Tasty Treat
Owned By Future Group.
Second biggest instant noodles brand in Big Bazaar stores after Maggi
Has increased number of variants from 3 to 9

Other competitors include Aditya Birlas Feasters, Capital Foods Chings Secret,
CG Foods Wai-Wai and Smith & Jones




Solutions
Competitive Strategies
Launch of New Products in different exciting flavors and enhancing the
health proposition such as
oMaggi Soupy Noodles (in different flavors)
oSchezwan Maggi
oNutri-Egg Maggi
For promoting, use bundling with Maggi Masala and other Maggi products such
as Ketchup, Soups
Provide Dealer incentives for bulk buying
Target Schools and spread awareness among kids and mothers
Introduce Nestle outlets at bus stands and Railway stations





Campaigns That Can Be Used:
Maggi to run campaigns in schools and advertise the same through print and
electronic media to promote their healthy and nutritious products such as
Vegetable Atta Noodles and Nutri-Egg Maggi

Using anecdotes to start a campaign as Baarishwali Maggi and Padhai wali
Maggi to attract Youth and Teenagers
Hum aur Hamari Maggi
Padhai bole to Maggi
Health aur Taste ka Asli Naam Maggi !

Maggi to come up with various new flavours and run a campaign such as
Vote for your Favourite Flavour in which the public can vote for their
favourite flavour through phones and social media
Thank You!