Case Study Shashank
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Transcript of Case Study Shashank
BY SHASHANK SINGH RATHORESUROBHI BOSSANGLE OLIVER
ANAMIKA HALDARRAVINDRA LAL
Worldwide leader in flavor and meal enhancement.
Internationally as the trusted brand in consumer and professional kitchens.
Almost 89 percent of chefs in Hong Kong-the center of Chinese culinary excellence-use Maggi products in their meal creations.
The market leader in People's Republic of China, Philippines, India, Vietnam, Malaysia and Thailand.
Nestlé is Swiss Company founded in 1866 by Henri Nestle. Nestlé started to meet the need of milk in World War I. Nestlé market its product in 130 countries across the world. Nestlé sells a billion product every day. Nestlé put Nutrition as the core of their business as their main focus on ‘Health and Wellness’.Nestlé Alimentana SA was taken as a result of the acquisition of Fabrique de Produits Maggi SA (founded 1884)Maggi was a major manufacturer of soup mixes and related foodstuffs(1977)
NESTLE introduced Maggi brand in INDIA in 1982.With the launch of Maggi noodles, NUL created a new
food category in Indian packaged food market.Over in India, Maggi became a popular snack food
product.In fact, "Maggi" has become a generalized name for
instant noodles in India and Malaysia
Kids YouthWorking women
It helps mothers with the promise of fast to cook and good to eat snacks.
‘convenience savvy time misers’
Noodles : Sauces :1. Top Ramen 1. Kissan2. Wai Wai 2. Del Monte3. Del Monte
Soups : Pasta:1. Knorr 1. Sun Feast2. Top Ramen3. Kissan
Maggi belongs to brand Nestle It never uses Nestle name in its advertisements. It has become a brand in its own name Dominates Nestle brand
Taglines like 'Mummy, bhookh lagi hai' (Mom, I'm hungry)
'Bas 2-Minute,' (Only 2 minutes) 'Fast to Cook Good to Eat' effectively communicated the
product's benefits to target consumers ' Health bhi taste bhi ' communicated it is healthy ' Me and meri maggi ' its one of your food ' Guess the taste ' gives curiousity to buy n guess more
Noodles
Pasta(Masala Penne, Cheese Macaroni)Tomato Sauce
Pickles
Bhuna Masala
Cuppa Mania
Soups
‘Convenience product’ for mothers and ‘fun product’ for children.
New products innovation- Veg Atta Noodles,Dal Atta Noodles,Cuppa Mania.
Availability in different packs. Conducting regular market research.
Leading BrandReasonable pricingDiversificationCreative interaction blogs for customers
www.maggi-club.in / www.meandmerimaggi.in
Focus mainly on health benefits.
1. Are you aware of Maggi? Yes No
2. If yes, which product of Maggi do you prefer the most?
Noodles Pasta Sauces Soups Cuppa Mania
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Yes
Yes
No
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Noodles
Pasta
Sauces
Soups
Cuppa Mania
3. Why do you prefer it? Price Brand image Taste
4. Do you think attractive advertisement helped Maggi to increase their sales
Yes No
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Price
Bramd Image
Taste
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Yes No
Yes
NO
5.Do you think prices of Maggi products are affordable?
Yes No
6. According to you which age group prefers Maggi most?
4– 12 13– 26 27– 40 41– above
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Yes No
Yes
No
7. Do you think Maggi is a healthy product?
Yes No
8. According to you who is the biggest competitor for Maggi products?
Noodles: Sauces: Soups: Pasta:
00.5
11.5
22.5
33.5
44.5
5
Yes No
Yes
No
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TopRamen
Wai Wai
Top Ramen
Wai Wai
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Kissan
Del Monte
Local Sauces
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Knorr SunFeast
Knorr
Sun Feast
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SunFeast
HomeMade
Sun Feast
Home Made
Noodles Sauces
Pasta Soups
9. Which Maggi slogan do you relate yourself to the most?
1 Just 2 minutes Maggi noodles
2 Maggi taste bhi health bhi3 Me aur meri Maggi4 Easy to cook, good to eat
10. Why do you eat Maggi? Because: Its affordable Its healthy Its easy and quick to cook Its tasty
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Affordable
Healthy
Easy Cook
Tasty
IN THE LAST 29 YEARS WE HAVE ASKED
JUST FOR 2 MINUTES
OF YOUR TIME