PROJECT DISSERTATION

ON
“ANALYSIS OF MARKETING STARATEGIES OF NESTLE
MAGGI”
SUBMMITED IN THE PARTIAL FULFILLLMENT FOR THE AWARD
OF DEGREE OF BACHELOR OF COMMERCE HOUNOURS 2023-26

Management Education and Research Institution

Affiliated To Guru Gobind Singh Indraprastha University

Sector 16-C, Dwarka, New Delhi

Submitted To: Submitted By:

DR. S.S MISRA JIYA VISHWAKARMA
(ASSOCIATE PROFESSOR) (35315188823)

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 ACKNOWLEDGEMENT

I would like to express our sincere gratitude to all those who contribute to the
successful completion of this minor project title ANALYSIS OF MARKETING
STARATEGIES OF NESTLE MAGGI.

Firstly, I extend my heartfelt thanks to my project guide, DR.S.S. MISRA,

ASSOCIATE PROFESSOR IN THR DEPARTMENT OF
MANAGEMENT at MERI COLLEGE. whose guidance and encouragement
were invaluable throughout the project duration.

I also extend our appreciation to MERI COLLEGE for providing me with the
necessary and facilities to carry out this project. Specially I am grateful to my
family and friends for their unwavering support, understanding, and patience
throughout this academic journey.

JIYA VISHWAKARMA
B.Com (Honors), Semester 2
MERI College

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 STUDENT DECLARATION

I, JIYA VISHWAKARMA , hereby declare that the project titled " An Analysis
of Marketing Strategy" is my original work and has been carried out under the
supervision of DR.S.S. MISRA.

The purpose of this project is to critically examine the marketing strategies

employed by NESTLE MAGGI with the aim of assessing their effectiveness in
achieving the company's objectives.

All sources of information used in this project have been duly acknowledged
and referenced. Any external assistance received during the course of this
project has been appropriately cited.

I attest that this project represents my own efforts and does not contain any
material that has been submitted for academic credit elsewhere.

JIYA VISHWAKARMA

12APRIL,2024

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 CERTIFICATE
This is to certify that the project dissertation titled ‘ANALYSIS OF
MARKETING STRATEGIES OF NESTLE MAGGI’ is an academic work done by
JIYA VISHWAKARMA submitted in the partial fulfillment of the requirement
for the award of the degree of “Bachelor of Commerce (Honours)” from
“Management Education and Research Institute, New Delhi” under my
guidance and direction. To the best of my knowledge and belief the data
and information presented by her in the project has not been submitted
earlier elsewhere.

DR. SS MISRA

Associate Professor

MERI COLLEGE

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 INDEX
S.NO. DESCRIPTION
1. CERTIFICATE
2. ACKNOWLEDGEMENT
3. STUDENT’S DECLARATION
4. TABLE OF CONTENT
5. EXECUTIVE SUMMARY
6. CHAPTER-1 INTRODUCTION TO THE PROJECT
7. CHAPTER-2 MARKETING AND PROMOTIONAL
STRATEGIES
8. CHAPTER-3 ANALYSIS AND INTERPRETATION
9 STP ANALYSIS, SWOT ANALYSIS
10. CHAPTER-4 CONCLUSION AND
RECOMMENDATION

11. BIBLIOGRAPHY

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 EXECUTIVE SUMMARY

The project aims at understanding the Marketing strategies of nestle

Maggie. Research has demonstrated conclusively that it is far more
costly to win a new customer than it is to maintain an existing one.
And there is no better way to retain a customer than to exceed his
expectation. For this purpose, it is essential to know the level of
customer satisfaction.

The focus of my research was the measurement of customer

satisfaction provided by nestle Maggi. There can be no better
opportunity to interact with the external as well as the internal
customer of an organization. Finally, the results of the research
verify the fact that keeping the customer satisfied is the best strategy
to not only retains the existing customers but also to expand the
business to new horizons.

Fast moving consumer goods (FMCG) – or consumer packed

goods (CPG) are products that are sold quickly and at relatively low
cost. Examples include non-durable goods such as soft drinks,
toiletries, and grocery items. Though the absolute profit made on
FMCG products is relatively small, they generally sell in large
quantities, so the cumulative profit on such products can be
substantial.

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The term FMCG refers to those retail goods that are generally
replaced or fully used up over a short period of days, weeks, or
months, and within one year. This contrasts with durable goods or
major appliances such as kitchen appliances. Which are generally
replaced over a period of several years?

FMCG have a short shelf life, either as a result of high consumer

demand or because the product deteriorates rapidly. Some FMCGs
– such as meat, fruits and vegetables, dairy products and baked
goods – are highly perishable.

Other goods such as alcohol, toiletries, pre-packed foods, soft

drinks and cleaning products have high turnover rates.

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 CHAPTER-1

INTRODUCTION TO THE PROJECT

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 NESTLE MAGGIE
• The MAGGI brand was founded by Swiss entrepreneur Julius Maggi in
Switzerland(1884).
• He first invented a pea and bean ready-to-use soup powder, to provide nutritious
and easy to prepare food for busy women who worked in factories and didn't
have time to prepare healthy meals.
• The first MAGGI product was followed two years later with the invention of
ready-to-use soups.
• Maggi was later acquired by Nestle in the year 1947.

OBJECTIVES OF THE PROJECT:

 To Understand the Marketing and Promotional Strategies

adopted by Nestle Maggie.

 To understand the brand performance of Maggie product.

 To achieve compatibility with intemational

voluntary standards on environmental
management studies.

 To build mutual trust with consumers, governmental

authorities and business partners

 Brand extension of Maggie in terms of product diversity.

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 Fig. 1

4
 COMPANY PROFILE
INTRODUCTION TO NESTLE:

Fig 1.1

Nestle S.A. is among the largest consumer packed goods

companies in the world, founded and headquartered in Vevey,
Switzerland. Nestle originated in a 1905 merger of the Anglo-
Swiss milk company, which was established in 1866 by brothers
George page and Charles page, and the farine lactee henri nestle
company, which was founded in 1866 by Henri Nestle, whose
name meant “little nest”. The company grew significantly
during the First World War and following the Second World
War, eventually expanding its offering beyond its early
condensed milk and infant formula products. Today, the
company operates in 86 countries around the world and employs
nearly 283,000 people.

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  HISTORY OF NESTLE MAGGI

YEAR 1870- The Swiss Julius Michael Johannes magi

(1846-1912) inherited the family business: a mill in kemptal,
near Zurich.

YEAR 1886- several women were factory workers, thus the time
available for housework preparation of a meal was considerably
reduced, and working-class families suffered from poor nutrition. In
view of this state of affairs, the doctor Schuler recommended the
wide use of dried vegetables: peas and beans, given their rich
nutritive value. Julius Maggi produced appliances for roasting and
grinding these vegetables, to make flour from peas, beans, lentils,
etc., enabling housewives to make a quick nourishing soup.

YEAR 1900- At the Universal exhibition, Maggi won

several medals and grand prizes. Jules‟s magi setup home
in Paris. The French head office was on the place de l
Opera, and the factory on the Boulevard Arago. Maggi
now had Depositories in Paris, Berlin, Germany, Vienna
and Austria. A number of advertising texts written by
Franck wed kind had strong military undertones:

YEAR 1947- Maggi merged with the Nestle India firm.

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 YEAR1948- Sopad took over from nestle to handle
production and marketing for nestle and Maggi products in
France. Maggi now had eleven factories throughout the
world.

YEAR 1982- Nestle India ltd. Introduced Maggi to the

Indian consumers with the launch of Maggi 2-minute
noodles, an instant food product, in 1982. With the launch
of Maggi Noodle. Nestle India ltd. Created an entirely new
food categories- instant noodles- in the Indian packaged
food market.

MAGGI – INDIA:
Nestle India Limited (NIL) is the market leader in Indian
Noodle Market with its Maggi Brand of Noodles which
was pioneer brand launched in 1983 in the packaged food
market of India. It took the challenge and established
Maggi in Indian market considered to be conservative and
typical about food consumption. It‟s appropriate
realization of target.

4
 Fig.1.3

To fulfill novelty needs of customers and revitalize Maggi

noodles Brand NIL made different attempts by introducing
new formulation to new taste but customers resisted
change and Maggi had to reintroduce Maggi noodles in
same taste. Maggi noodles had till 2005 five product lines
on noodles with four variants in Maggi 2 minutes noodles.
In 2006 in compliance with NIL target to be “health and
Wellness Company” Maggi repositioned it has taste and
health food product. NIL has also introduced with taste
and product line in sauces and soup market under Maggi
to catch new segment, revitalize brand, compete with
others producers and fulfill expectation of customers.

In 2005 Maggi brand worth was 3.7 billion from 1.7

billion market worth in 1.7 billion in 2003. Maggi noodles
is the market leaders with around 80% market shares in
noodles/pasta and Maggi sauce is market leader

4
 with almost 37% of market share in 2005 in 1.8 billion
market of India. Knorr has taken over Maggi in soup
market recently.

In 2005 Maggi was the highest spender in the promotion

and Sales in the Indian market in the noodle category.

Maggi is competing with Heinz sauce and ketchup, knoor

soup, Kissan sauce and ketchup, top ramen, Sunfeast pasta
in corresponding of products and variants.

MAGGI TODAY:

Of course, being a first-mover or even a market dominator

counts for nothing if marketers let their guard down. Maggi
noodles, which built itself on the taste-and-convenience
platform through the 80s and early 90s, started facing the heat
from Indo Nissin‟s Top Ramen Brand around 1995. The latter
began pushing forward aggressively on a combination of taste
variants, smart audience segmentation and Shahrukh khan‟s
brand endorsement.

Nestle promptly re-jigged its offering with a new taste – which

didn‟t go down well with the customer. In1999, Maggi was
relaunched with its original taste, and sustained efforts saw the
4
 brand reclaiming lost ground. Since then, the brand has been
innovating constantly to keep share. “Maggi adapted to local
tastes and with stood competition over the years and has
continuously sensitized itself to the evolving Indian consumers”
says Martial Rolland, chairman and managing director, Nestle
India.

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 MARKETING MIX:

Fig.1.4

PRODUCT OF MAGGI:

 NOODLES:

MAGGI 2 – MINUTE NOODLES

MAGGI 2- MINITUE NOODLES is one of the largest and

most loved food brands that define instant Noodles in India.

Continuing to spread joy as it has done for the last 25 years,

your favorite MAGGI Noodles is as tasty as ever and even
provides essential nutrients for all stages of your life. With the
goodness of Protein and Calcium, MAGGI Noodles is available
in 4 delectable flavors – MASALA, CHICKEN, TOMATO
and CURRY.

4
 MAGGI VEGETABLE ATTA:

An offering that exemplifies “Taste Bhi Health Bhi”, MAGGI

Vegetable Atta Noodles is tasty because it is loaded with everyone„s
favorite MAGGI “Masala” and healthy because it now has more real
vegetables and is packed with the power of fiber.

MAGGI VEGETABLE ATTA NOODLES

Fig.1.6

 MAGGI CUPPA MANIA:

Each offering of MAGGI Noodles has been developed keeping

in mind the Indian palate and what you like. Since in today fast-
paced busy life, multitasking is a reality, you need something
that fits with your rushed lifestyle a product which is tasty and
healthy, is convenient to prepare and eat and also satiates your
4
 hunger.

MAGGI Cuppa Mania is a combination of all the above! In an

easy to carry on-the-go Cup format, MAGGI Cuppa Mania
comes in two mouth watering variants -Masala Yo! And Chilly
Chow Yo! Packed with real vegetables and the goodness of
Calcium, just add garam paani*to the Noodles and voila! A
cupful of delicious MAGGI Cuppa Mania is ready for you to
carry on jaani!

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  SOUPS:

1. MAGGI HEALTHY SOUPS:

MAGGI was the pioneer of Instant Soups in India. The new

MAGGI Healthy Soups have been carefully prepared through
the Research and Development efforts of Nestlé Group and are
even more delicious, quick to prepare, convenient and healthy.
Taste Bhi, Health Bhi.

MAGGI Healthy Soups contain real vegetables, are low fat, low
cholesterol and free from synthetic colors‟ and added MSG.
These superior healthy soups are now available in an enhanced
range of 12 delicious variants:

 Healthy Style
 RICH TOMATO
 MIXED VEGETABLE
 CREAMY CHICKEN

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  MASALA NOODLE

 Chinese style
- Hot & sour vegetable
- Sweet corn vegetable
- Sweet corn chicken
- Oriental Thai noodles

 Chef style
- Cream of mushroom
- Tangy tomato vegetable
- Sweet n sour tomato Noodles
- Palak corn

SAUCES:

. MAGGI SAUCE

MAGGI Sauces have been an integral part of the Indian

consumer‟s household for decades now. To cater to the
diverse Indian palate, MAGGIE has a host of variants like:

. The quit essential Rich Tomato Ketchup and Rich Tomato Sauce.

.The unique Hot & Sweet Tomato Chili Sauce and Oriental Chili
Garlic sauce

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 . The Indian style tomato chat pat sauce.

Lip smacking tastes and vibrant packaging make MAGGI

Sauces true to its slogan -It's different!

MAGGI PICHKOO:

Pichkoo is a small day pack which makes MAGGI Tomato

ketchup affordable to a host of new consumers. And now,
MAGGI makes the delight "Bigger' by introducing a Bada
Pichkoo. A large Tomato Ketchup Day pack which ensures that
the fun goes on and on.
It's endearing name, packaging and great taste evoke a
resounding reaction."New MAGGI Pichkoo -It's different!

PASTA
. MAGGIE PAZZTA

To further delight the consumer, MAGGI now launches

another range of products for tasty and healthy eating NUTRI-
LICIOUS PAZZTA. This quick

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 cooking pasta can be conveniently prepared in just 5 minutes, at
any time of the day that you want a tasty and healthy light meal.
MAGGINUTRI-LICIOUS PAZZTA is made from 100% Suji,
and is a source of Protein and Fiber. It has been launched in two
delicious flavors „MASALA PENNE‟ and „CHEESE
MACRONI‟.

MAGGIE PAZZTA

Fig.1.10
 COOKING
AIDS:

MAGGI MAGIC CUBES:

MAGGI Magic Cubes enhance the taste of your everyday dish,
making it a special for the entire family. Available in two
variants-Vegetarian Masala& Chicken- MAGGI Magic Cubes
are an ideal seasoning for a variety of dishes such as Veg
4
 Biryani, Chicken Biryani, and Chicken Curry etc. And it‟s so
easy to use!
MAGGI BHUNA MASALA:

MAGGI is revolutionizing the Indian kitchen with its latest

offering - MAGGI Bhuna Masala. It is any mother„s ally for
conveniently cooking great tasting, wholesome food for the
family every day. Based on intensive research and in
-depth understanding of Indian food habits and cooking
practices, MAGGI.

Bhuna Masala allows the housewife to prepare a large variety of

tasty dishes without the hassle of chopping and frying. The dishes
retain that „special touch‟ of the housewife as she adds her own
spices…. Standing strong on its promise of ―Taste Bhi, Health
Bhi‟, MAGGI Bhuna Masala comes with” no added
preservatives", "contains only 1 tbsp* of oil" and "tastes just
like homemade."Gives you a perfect dish in three simple steps:
- Open the pack & pour contents in the pan
- Add vegetables/paneer/chicken/rajma etc.
- Add spices and cook

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CHAPTER-2
MARKETING AND
PROMOTIONAL STRATEGIES

OBJECTIVES &
METHODOLOGY

4
Qualitative method will be used in the study. Qualitative method
strives on understanding data through giving emphasis on determining
people words and actions.

This project titled as mentioned involves the study of

Marketing &promotional strategy of Nestle Maggi is
completed by collecting data from the below mentioned two
sources-

Sources of Data collection

 Primary source

The primary data used in this report include the

questionnaire in which the consumer/customer data is
collected regarding their views towards nestle Maggi.

 Secondary source

This will include data collection from various websites and

books. It also includes data from company and other referral
sites and sources.

LIMITATION OF THE REPORT

Every attempt will be taken to obtain the error free and

4
 meaningful result but as nothing in this world is 100% perfect, I
believe that there will still the chance for error on account of
following limitations-

(1) Time pressure and fatigue on the part of respondents and

interviewer.

(2) Courtesy bias.

(3) The project undertaken needs a lot of secondary data so the

availability and precision of this data forms the major limitation
as the biasness has to be minimized.

(4) The results and conclusions of the project cannot be

generalized in all area of an organization.

(5) There was a shortage of time and resources for the

functioning the operation.

(6) The data in this study is maximum taken from the primary
sources .so; these data are not fully exact.

(7) There was a hurdle in the collection of data from primary

sources i.e. risky as well as in complete.

4
(8) There was a shortage of time and resources for the
functioning the operation.

(9) The data in this study is maximum taken from the primary
sources .so; these data are not fully exact.

(10) There was a hurdle in the collection of data from

primary sources i.e. risky as well as in complete.

Page 28 of 58
 CHAPTER – 3

ANALYSIS AND
INTERPRETATION

Q1. What come first in your mind when you

hear the word MAGGIE?

Page 29 of 58
 Noodles 35

Fast food 10

Snacks 5

None of these 0

40

35

30

25

20
Series 1

15

10

Noodles fast food Snacks none of these

FIG: 1.14

Interpretation:
Out of 50 around 35 agree that when they hear the word MAGGI
first noodles comes in their mind & 10% said fast food and other
said snacks.

Q2. what is the brand that comes to your mind when we

Page 30 of 58
Maggie 38

Yippee 10

Top Ramen noodles 2

Anil noodles 0

say the word noodles?

40
35
30
25
20
15
10
5
0 Column2
Column1

Maggie survey
Yippee
Topramen
Page 31 of 58
anil noodles
noodles
 Interpretation

Out of 50 approx. 38% of people said when they talk about

noodles Maggie comes first in their mind & 10% said yippee
noodles come in their mind & other said Top Ramen.

Page 32 of 58
Q .3rank of the following Maggie products w.r.t frequency of
purchases with being the highest rank

Noodles 1 Rank

Ketchup 2 Rank

Soup 4 Rank

Pickles 5 Rank

Cubes 3 Rank

INTERPRETATION

No. of customers given rank 1 to the noodles in purchase of

Maggi product, rank 2 to the ketchup, rank 3 to the cubes,
rank 4 to the soup &rank 5 to pickles in purchase of Maggi
product.

Q .4 with what product would you associates the brand,

Maggie?

Ketchup 12%

Noodles 75%

Page 33 of 58
Soup 10%

Masala 3%

Page 34 of 58
 Product

ketchup Noodles Soup Masala

Interpretation
75% of consumers associate the noodles with Maggi, 12%
consumers associate the ketchup, 10% consumers associate with
soup & 3% associate the Masala with brand Maggi.

Q. 5 on a scale 1 to 5 rate Maggie on the following parameter

Taste 5
Hygiene/purity 4

Variety / flavor 3

Page 35 of 58
 5
Availability
Packaging 4

Chart Title
6

3
Series 1
Series 2
2

0
tastehyginevarietyavailabilitypackaging

FIG.:1.18

 INTERPRETATION

From the scale 1 to 5 the consumers gave 5(highest rate) to the

taste and availability, 4 rates to the hygiene/ purity &packaging
& 3(lower rate) to the variety & flavor. So, the company needs
to introduce Maggi in different variety & flavor.

Page 36 of 58
Q .6 ranks the categories which Maggi should look in future
in order of your importance:
Chocolate 7
Salted potato chips 15
Fruit juice 3
Processed foods 20
Others 5

RANK

chocolate
salted potato chips fruit juice processed foods others

FIG.:1.19

INTERPRETAION:
Here the consumers ranked the Maggi should look in future
their importance & 20% of people said it should be in processed
food, 15% of people said it should be in salted potato chips, 7%
said it should be in chocolate, 3% in fruit juice & remaining said

Page 37 of 58
others. So, company should take the action to fulfill the
consumer demand according to their importance.

Page 38 of 58
Q .7 how do you rate Maggi brand in terms of following
parameters:

Expertise 4

Trustworthiness 5

Liability 3

None of these 1

3
Series 1

0
Expertise Trustworthiness liability None of these

FIG.:1.19

Page 39 of 58
 INTERPRETATION:

The consumers rate the Maggi in the parameter expertise,

trustworthiness, liability and none of these. They gave
5(highest) to the trustworthiness, 4 to expertise, and 3 to liability
& 1(lowest) to the other factors.

Q .8 how do you perceive Maggie products?

Good to health 15
Ready to eat 25
Junk food 3
Tasty/ fun eating 7

Tasty/ fun eating

junk foods

ready to eat

goodto health

0 5 10 15 20 25 30

FIG.:1.20
Page 40 of 58
 INTERPRETATION

25% of people perceive the Maggi product ready to eat, 15 of

people perceive good to health, 7% of people perceive it as junk
food & 3% perceive it as tasty/ fun eating.

Q. 10 Which Maggi products in noodles category do you

regularly buy?

Maggie Masala 25

Maggi vegetable atta noodles 10

Maggie dal atta noodles 5

Maggi rice noodles mania 8

Others 2

30

25

20

15

10
categories

maggi masala maggi maggi dal atta maggi rice others

vegetable atta noodles noodles

Page 41 of 58
 INTERPRETATION

Out of 50 halves of consumers consume Maggie Masala, 10

consumers consume Maggi vegetable atta noodles, 8 consume
Maggi rice noodles mania, 5 consumers consume dal atta
noodles & remaining consumes other. So, the marketing & sale
of Maggie Masala noodle is more as compared to another Maggi
noodle.1

Q .10 do you perceive Maggi noodles as a healthy product?

Yes 35

No 15

Sales

yes no

FIG.:1.22

Page 42 of 58
INTERPRETATION

Out of 100%, 75% of consumes agreed that Maggi noodles is a

healthy product & 25% of consumers said that Maggi noodles is
not a healthy product.

Page 43 of 58
 SWOT ANALYSIS:

Fig.3

 STRENGTH:

 Established Family Brand.

 Strong Global Corporate Brand (NIL).
 Specialization in food processing category marketing and
distribution in urban market.
 Presence of other product segments of food category:
dairy product, chocolate, infant foods.
 Pioneer and leader so mover advantage in Noodles,
Sauces, Ketchup sand Soup market.
 Nestle symbolization of warm, family & shelter.
 Research and development division in India.
Page 44 of 58
 New Noodles plant in Uttaranchal.

 WEAKNESS:

 Generic brand to Noodles in India.

 Low rural market presences constraints.
 Uniform brand for all food categories.
 Brand proliferation.

 OPPORTUNITY:

 Growing package and canned food market in India

by15% annually.
 High brand awareness of Indian consumers.

 Other product category like Biscuits, Chips and

ready to eat market still unexplored.
 Opportunities to be substitute to other snacks
category of food products.

 THREATS:

Page 45 of 58
 Competitors with long history in product category
internationally like Heinz sauce and Ketchups of
Heinz Indian, Top Ramen in Noodles and Knorr
soups.
 Less entry barriers in the market segment for product
category.
 ITC„s strong base in Indian market.
 Substitute product to product segment.

Page 46 of 58
 CHAPTER – 4

CONCLUSION AND RECOMMENDATIONS

 CONCLUSION:

The food processing business in India is at a nascent stage.

Currently, only about 10% of the output is processed and
consumed in packaged form thus highlighting huge potential for
expansion and growth. Traditionally, Indians believe in
consuming fresh stuff rather than packaged or frozen, but the
trend is changing and the new fast-food generation is slowly
changing.

Riding on the success of noodles, Nestle India, tried to make

extensions of the Maggi brand to a number of products like,
sauces, ketchups, pickles, soups, tastemakers and macaroni in
the mid-1990s. Unfortunately, the macaroni and pickles didn‟t
pick up as expected. The soups and sauces did somewhat fine,
gathering considerable sales volumes and have a satisfactory

Page 47 of 58
 presence even today. “Maggi Noodles” itself faced a bit of
difficulty with respect
to “taste”, and nearly lost its position in the minds of Indian
consumers in the late 1990s. When nestle changed the
formulation of its tastemaker, the ominous packet that came
along with Maggie Noodles, a major chunk of consumers were
put-off and sales started dropping. Also, Maggi„s competitor “Top
Ramen”

Page 48 of 58
took advantage of the situation and started a Parallel aggressive
campaign to eat into Maggi„s market share. But the company
quickly realized this and went back into making the original
formula coupled with a free sampling campaign. This helped
Maggi to win back its lost consumers and pushed up its sales
volumes again!

Maggi The year 2008 saw India leading in worldwide Maggi

sales. The brand has grown to an estimated value of Rs 160-170
crores and contributes at least 8-9% to Nestle India„s top line. All
the same, some FMCG analysts feel that the brand has not done
much to expand the noodles category. Even after 25 years of its
launch, the size of the instant noodles market is yet quite small
at Rs 300 crores. But yes, the parent company, Nestle India
Limited has certainly encouraged the brand to enter into other
culinary products.

RECOMMENDATION:

 Foray into the other food products like chips, chocolates

etc. under its sole brand name Maggi as Maggi is a brand
in itself which has been well recognized by the masses.

 Maggi should focus on creating a product that does not

need any cooking.

Page 49 of 58
 It should conduct promotional campaigns at schools in
small towns with population not more than 1000
 It should strengthen the distribution channel of the rural
areas within 100km of all the metros.
 It should launch new advertisement campaign (TV,
radio, print media commercials) with a brand ambassador
or mascot

Page 50 of 58
 ANNEXURE

QUESTIONNAIRE

Q.1 whatproduct would you associate with the tag line

mentioned below?
 It‟s different………………
 Don‟t is a noodle, be a snoodle………………
 2-minute noodles / bas 2
minute…………………
 Jitna tasty, utna
healthy…………………………
 Mummy bhook lagi h……………………
 Try it with a twist……………
 Hearty soups warm you from inside………….
 Fast to cook, good to eat…………………

Q .2 what comes first in your mind when you hear the

word MAGGI?

 Noodles
 Fast foods
 Snacks
 None of these

Page 51 of 58
Q .3 what is the brand that comes to your mind when we say
the word noodles?

Page 52 of 58
  Maggi
 Top Ramen
 Wai Wai Noodles
 Anil noodles

Q .4 rank the following Maggie products w.r.t frequent of

purchase with being the highest rank

 Noodles
 Ketchup
 Soup
 Pickles
 Cubes

Q .5 with what product would you associates the brand,

Maggie?
 Ketchup
 Noodles
 Soup
 Masala

Q .6 on a scale of 1 to 5 rate Maggi of the following parameters

 Taste-
 Hygiene/ purity
Page 53 of 58
  Variety/ flavors
 Availability
 Packaging

Q .7 ranks the categories which Maggi should look in future

in order of your importance:

 Chocolates-

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  Salted potato chips-
 Fruit juices-
 Processed foods –
 Others- (please mention)

Q .8 how do you rate Maggi brand in terms of following

parameters

Q .9 how do you perceive Maggi products?

 Good to health
 Ready to eat
 Junk food
 Tasty/ fun eating

Q .10 which Maggi products in noodles category do you

regularly buy?
 Maggi Masala
 Maggi vegetable atta noodles
 Maggi dal atta noodles
 Maggi rice noodles mania
 others

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Q .11 do you perceive Maggi noodles as a healthy product?
 Yes
 No

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 BIBLIOGRAPHY

 BOOKS:

GUPTA C.B., Marketing Management, Sultan Chand & Sons,

2004.

CHABRA T.N. & GROVERS S.K., Marketing Management,

Dhanpat Rrai & Co., 2010.

 WEB SITES:

http://www.scribd.com/doc/19730142/MAGGI-2

http://www.scribd.com/doc/36716132/2195079-MAGGI-
Project- FInal

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http://www.scribd.com/doc/13487983/The-Maggi-Brand-in-
India- Case-Analysis

http://en.Wikipedia.org/wiki/Nestle

http://en.Wikipedia.org/wiki/Maggi

http://en.wikipedia.org/wiki/fast-moving_consumer_goods

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 NEWSPAPER AND MAGAZINE:

 Economic Times- “Brand Equity Supplement”

 4p‟s of Marketing Magazine
 Marketing Today Magazine

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