Maggi- Marketing Mix
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Transcript of Maggi- Marketing Mix
MARKETING MIX OF
Taste Bhi Health Bhi
NOODLES
Presented by:Gracefull
Hari Mohan
Joe
Kushagra
Raja Mukesh
The Story of Maggi 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.
• Nestlé India Ltd. (NIL), the Indian subsidiary of the global FMCG major, Nestlé SA, introduced the Maggi brand in India in 1982, with its launch of Maggi 2 Minute Noodles, an instant noodles product.
The Birth in India
Launched in five flavors initially –
• Masala
• Chicken
• Capsicum
• Sweet & Sour
• Lasagna
The 4 P’s
The four marketing decision variables are:
Price variables• Allowances and deals• Distribution and retailer mark-ups• Discount structure
Promotion variables• Advertising• Sales promotion• Personal selling• Publicity
The 4 Ps of marketing classify the controllable elements ofmarketing plan.
Product variables• Quality• Models and sizes• Packaging• Brands• Service
Place variables• Channels of distribution• Outlet location• Sales territories• Warehousing system
MAGGI-Product mix
• MAGGI 2-MINUTE Noodles
• MAGGI Vegetable Atta Noodles
• MAGGI CUPPA MANIA • MAGGI Vegetable Multigrain
Noodles
**FCL: Full Container Load; Full Carload
PRODUCT LEVELS: CUSTOMER VALUE
HIERARCHY• There are five segments in customer value
hierarchy that is:1. Core benefit2. Basic product benefit3. Expected product benefit4. Augmented product benefit5. Potential product benefit.
PRODUCT LEVELS(contd.)• Core benefit - “FAST TO COOK & GOOD TO
EAT”.
• Basic product benefit - good taste with proper nutrition levels and good health.
“TASTE BHI HEALTH BHI”
• Expected product benefit - proper and a good package & fully packed seasoning tastemaker & affordable prices. (Competition)
MAGGI-PricingMaggi 2-Minute Noodles(Chicken)
95 gms 12.00
Maggi 2-Minute Noodles(Curry)
100 gms 13.00
Maggi 2-Minute Noodles (Masala - spicy)
100 gms 12.50
Maggi Rice Noodles 95 gms 15.00
Maggi 2-Minute Noodles (Veg atta)
200 gms 30.00
Maggi Dal Atta Noodles 100 gms 13.00
The Economic Times, Aug12, 2010
Nestle had extended
Maggi noodles and seasoning to the
bottom-of-the-pyramid segment by selling
Rs 4 and Rs 2 packs
at select low-income markets like Mumbai's Dharavi.
MAGGI: Placement• The distribution network is well spread
almost everywhere in India,as it is easily available in all kirana stores, retail store etc.
Whenever, Wherever, However
• Connecting with Customers out of home…on the move
• Maggi Fun spots
• Supply in other nestle kiosks
• ITES/BPO employees
MAGGI: PromotionSales PromotionExchange schemes
Price-off offer
Coupons
Scratch n Win Offers
Advertisement
Effective Taglines
Any questions