“A Study on of Effective Marketing Strategy of Nestle MAGGI”
THE BRAND MAGGI (NESTLE) 2 - Copy
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Transcript of THE BRAND MAGGI (NESTLE) 2 - Copy
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OUTLINE OF THE PRESENTATION.
Profile of Nestle company.
Introduction of Maggi noodles.
Research Objective.
Analysis and Interpretation.
Conclusion & Recommendation.
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ABOUT NESTLE.
The company dates to 1967 when 2 separates
Swiss enterprise were founded that would later
form the core of nestle.
Basically the company started to meet the
need of the milk in world war one.
Henri Nestle developed a milk based baby foodand soon began marketing it was the
1stproduct of nestle.
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NESTLE AND ITS WORKS.
Nestle and the international red cross have
announced a partnership deal for interventions
in the HIV crisis in Africa.
Nestle continues to violate the world health
assembly marketing requirements for baby
foods in a systematic and institutionalized
manner.
Nestle encourages the use of dangerous whole
milks.
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NESTLE PRODUCT LIST
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Type
Founded :-
Founders :-
Head quarters :-
Area served :-
Industry :-
Revenue :-
Operating Income:-
Profit :-
Total :-
Total Equity:-
Public
Switzerland 1866
Henri Nestle
Vevey
World Wide
Food Processing 109.9 Billion(2008)
15.68 Billion (2008)
18.04 Billion (2008)
Asset 106.2 Billion(2008)
54.92 Billion (2008)
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WHICH BRAND NAME COMES TO YOUR
MIND WHEN I SAY THE WORD NOODLES
?
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INTRODUCTION TO MAGGI 2 MINUTENOODLES
o Its a brand name of instant noodle made by Nestle
India Ltd.
It was found by the Maggi family in Switzerland in the
19th century.
Nestle launched Maggi for the 1sttime in India in the
year 1984.
The brand is popular in India, Malaysia, New
Zealand, Singapore, South Africa, Australia etc.
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MARKET SHARE:-
94%
4% 2%
Market share
MAGGI TOP RAMEN OTHERS
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INITIAL STRATEGIES OF MAGGI
It has faced lot of hurdles in its journey in India.
Indian psychology.
Initially nestle tried to position the noodles in the
platform of convenience targeting the working
women.
Heavy media advertising did not work.
To overcome this NIL conducted a research
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CONT
Convenience product for mothers and as a fun
for children.
o
The noodles tagline fast to cook, good to eatwas also in keeping with this positioning.
o Free samples were given as gifts on return of
empty Packets Effective taglinecommunication.
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PRODUCT PROTECTION IN MARKET
The word noodles has been registered in the
year 1984 by nestle India.
Maggi is the trademark for the noodlescategory products from the year 1984.
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RESEARCH OBJECTIVE
To find out the consumer behavior towards
maggi noodles.
To know the Os ofmarket i.e.Object, Objective, Occasions, Outlets &
Occupant.
To know the perception of the consumer.
To know the brand loyality of the
consumer.
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RESEARCH METHODOLOGY
QUANTITAIVE METHOD :
QUESTTIONNAIRE :
SAMPLE SIZE: 15
QUALITATIVE TECHNIQUES :
INTERVIEW
OBSEVATIONAL METHOD
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CONSUMER BEHAVIOR
ANALYSIS OBSERVATION
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PREFERENCE SCALE OF CONSUMER
VERY GOOD
46%
GOOD
47%
AVERAGE
7%
POOR
0%VERY POOR
0%
BRAND IMAGE
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PREFERENCE SCALE OF CONSUMER
VERY GOOD
46%
GOOD
27%
AVERAGE27%
POOR
0%
VERY POOR
0%
Flavor
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PREFERENCE SCALE OF CONSUMER
VERY
13%
40%
AVERA E
40%
P R
7%VERYP R
0%
PRICE
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PREFERENCE SCALE OF CONSUMER
VERY
GOOD29%
GOOD
26%
AVERAGE
22%
POOR%
VERY POOR
0%
TASTE
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IF PREFERED BRAND IS NOT AVAILABLE
13%
20%
67%
0%
10%
20%
30%
40%
50%
60%
70%
POSTPONE SWITCH
OVER
MOVE TO
OTHER
SHOP
RESPONSE
RESPONSE
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WHAT QUANTITY DO YOU BUY?
SMALL
33%
MEDIUM
67%
LARGE
0%
PACK SIZE
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WHY TO STAY WITH OLD BRAND?
0.00%
10.00%
20.00%
30.00%
40.00%
0.00%
60.00%
70.00%
80.00%
PERCENTAGE
V.IMP
IMP
NEUTRAL
L.IMP
NULL
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CONCLUSION
Consumers are APOSTELS & highly DOGMATIC
in case of purchasing the other flavors
Perception towards maggi is good. Consumers are happy with the price .
Consumers purchase maggi because of its
convenience
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RECOMMENDATION
Go for PilotTesting.
Show advertisements that reflects the other
flavor of Maggi.
Try to change the perception of people towardsMaggie.
Focus on enhancing the image of other
products.
Aerated packaging (large packs).