1. Maggi takes the health route Submitted to:- Ms. Mamta Rampal Program Manager, ISMC.

TAT-6
2. Nestle around the Globe
o Nestle is a Swiss company founded in 1866 by Henri Nestle.
o Nestle market its products in 130 countries across the world.
o Nestle sells over a billion product every day.
o Nestle put the nutrition as the core of their business, Nestle main focus is on health and
wellness. The main consideration of Nestle is Good Food, Good Life to all consumer.
3. Core of Nestle Business
o Good Food, Good Life
 Food and beverages plays a important role in people’s life- not only because of
enjoyment and social pleasure of eating together, but more in more terms of personal health and
nutrition.
 Nestle is committed to provide their customer, consistent quality, safety as well
as value for money and convenience.
 Great taste is the fundamental of their products and consumer appreciation of
good food.
 Priority on nutrition, health and wellness.
4. Objective of Nestle
o Good to know
 Factual information on nutrition content
o Good to remember
 Tips for healthy lifestyle, cooking and diet
o Good to talk
 Consumers call to their consumer services teams or log on to their website.
5. Maggi in India
o Maggi noodles is a brand of instant noodles made by Nestle.
o It was founded by the Maggi family in Switzerland in the 19th century.
o Maggi is the iconic brand of Nestle.
o Maggi has been Nestle’s flagship culinary brand not only in India, but globally as well.
6. Maggi in India
o Maggi in India is best known for its flagship product of instant noodles with its various desi
sub-segments such as the traditional dal atta , veg atta and rice noodles along with their various variants,
Curry, Masala, Tomato, Chicken in the traditional and Shahi Pulao, Lemon Masala and Chilly Chow in the
rice noodle segments.
o Nestle unleashed Brand Maggi in India almost 25 years ago in 1983 with the launch of its
traditional ‘2-minute noodles’ in its masala , tomato and chicken flavours, followed by its curry flavour some
years down the line.
7. Maggi in India
o Maggi launched in India at a time when the instant noodle was not that well known a
category.
o When Nestle India launched Maggi in the country, it used the tagline, ‘Fast to cook and
good to eat’, to not only promote the product, but also to educate the ever growing aspirant consumer
about the advantages of using it.
8. Need recognition of Indian Consumer
o There was a key need for a product that provides good quality food and at the same time
was convenient.
o Maggi visualized that there should be a product which take less time to cook and consumer
uses that product to get fast relief from hunger.
o First, Maggi targeted at the kids, because they know these segment want such kind of
product from which they can get relief, whenever they feel hungry.
o As the result, they came up with Maggi- 2minute Noodles.
9. Products of Maggi
o Maggi Stocks
 White Rice Seasoning
 Chicken Stock
 Chicken Stock- less salt
 Beef Stock& Vegetables Stock
o Soups
 Cook up Soups
 Instant Soups
10. Products of Maggi
o 2 minute Noodles
 Chicken flavor
 Vegetables flavor
 Pizza flavor
  Curry flavor
 Cheese flavor
o Ketchups
 Tomato
 Chilli Garlic
 Chilli
 Extra-Hot Chilli
11. STP Analysis
o Segmentation:
 Age
 Life style
 Eating habits of urban families
o Targeting
 Kids
 Youth
 Office Goers
 Working women
12. STP Analysis
o Positioning
 Easy to cook, Good to Eat
 2-minute Noodles
13. SWOT Analysis
o Strength
 Market leader in their segment
 Strong brand loyal consumer base
 wide range of distribution channel
 Product according to the need of indian consumer
 innovative product
o Weakness
 Product are dependent on each other
 Not so much presence in rural market
14. SWOT Analysis
o Opportunity
 Increasing number of working youth
 Product has been acceptable in youth category
 Shift to rural market
 Changing preference of consumer toward Chinese food and fast food.
o Threat
 Price war with competitors
 Strong presence of regional competitors
15. Market Penetration Strategies Of Maggi Noodles
o Promotional campaigns in schools
o Advertising Strategies
 Focusing on Kids
o Availability in different pack sizes
 Packing is the biggest plus point of Maggi market penetration
 They have product available in all sizes to tap the categories of consumer
o New product innovations
16. According to BCG Matrix
17. Problem
o Maggi sales is declining in 1990s
o Competition increased in noodles segment
o New product in market but rejected by consumers, due to taste.
o Maggi launched some new products under their brand, but these product were not so
successful.
18. Question 1.
o Discuss the strategies undertaken by Nestle India Ltd. to create and establish a new
product category.
19. Solution
o Nestlé SA, introduced the Maggi brand in India in 1982, with its launch of Maggi 2 Minute
Noodles, an instant noodles product.
o With the launch of Maggi noodles, NIL created an entirely new food category - instant
noodles - in the Indian packaged food market. Because of its first-mover advantage, NIL successfully
managed to retain its leadership in the instant noodles category even until the early 2000s.
20. Solution