Essay on Maggi

Essay on MaggiBackground Maggi NoodlesIn the last 20 historic period we turn out Just asked 2 proceedings of your time. The place which clearly comes to mind on first recall is Maggi Noodles. Maggi Noodles is manufactured by Nestle under trice noodles portfolio. It was introduced with Maggi 2 Minute Noodles in India in 1982 when the only place to get noodles was Chinese restaurants. Maggi has undoubtedly has been the life place of many teenagers when in home or aside from home. Maggi, as a brand, has seen many competitions in its Lifecycle. The brand has also diversified itself with launch of product ranges care soups, tomato sauce, seasoning, cup noodles, various flavours of maggi noodles like atta, rice, mized grains and so forth Nestle remains its market leader position with 59.84% of retail sales in India,2009 (Source Euromonitor International). But its market share is constantly eroded by newfound entrants like GlaxoSmithKline Consumer Health with Foodles,Capital Foods with SmithJones Instant noodles, HUL found its Soupy Noodles under Knorr Brand umbrella.Brand Identity Kapferers Model get a line of SenderPhysique Yel downcast Coloured Pack, 2 minute Noodles, fast to cook good to eat, Maggi Logo, Healthy Snack between mealsRelationship Taste bhi Health Bhi, providing convenient food within 2 minutes with wellness and hygiene factor, caring and nurturingReflection Health Conscious individual who is Hard pressed for time, Young and delight loving, living with familyPersonality Enthusiastic, simple, uncomplicated, easily accessible, Fun loving, carefree, On the move, busy scheduleCulture Reliable, Innovative, Aspirant Lifestyle for rural areas, Sharing happiness, responsibleSelf- cipher Young, trendy, fun loving, Independent, Healthy inspite of Sedentary Urban LifestylePicture of RecipientStages in PLCMaggi Noodles is currently in growth stage after passing through maturity stage for brief period in mid(prenominal) 1990s.Introductory and Init ial Growth StageMaggi Noodles brand was in introductory and growth stage in 1982 1990s.Maggi took advantage of its early movers advantage in unkindly economy scenario prevalent in India during 1980s. The brand faced less competition due to a couple of(prenominal) similar products available in the market. Brand Maggi made trump use of the time to increase its brand awareness by focussing on product advertisement. The communication which was initially mis-directed towards women was shifted rightly towards children Maggi Noodles sponsored Hum Log, Indias first natural soap opera which began telecast on July 7, 1984. Maggi was launched with total advertisement slots of just 5 minutes during the breaks of serial which ran for over 156 episodes. This helped Maggi to establish as a habitual breakfast and snack food across the country. This was also one the first instances of introduction of Fast Food in India.Growth StageMaggi Noodles brand was in their growth stage in 1990s till lat e 2006 with brief period of declining sales due to faulty product innovation and formulae change from stuffy maggi noodles in the form of launch of Dal Atta Maggi Noodles to noodles similar to TopRamen Noodles, noodles from stable of IndoNissinFoodLtd. Maggi was quick to revert back the original formulae to minimize damage.ProductNew Product Variants like Atta Noodles, Mixed Grain Noodles and Rice Mania were introducedSource http//www.maggi.in/maggi_multigrainz_noodles.aspxThere was change in packaging for different variants of the noodles and launch of new variantsImage Source http//www.maggi.in/two_minutes_maggi_noodles.aspxImage Source http//www.maggi.in/vegetables_atta_noodles.aspxPricePrice was kept competitive with other launches in the market like Nissins Top RamenPromotionMaggi was launched in different packages of 50 and light speed gms to increase the consumer base and attract the first time consumersVariants like Cuppa mania was launched to cater to mobile population, o ffice goersSource http//www.maggi.in/cuppamania.aspxOffering freebies like collectable foreign stamps, other freebies with maggi packsMaturity StagePost 2009, there has been host of new entrants in the instant noodles market in India. ITC tack togethered its instant noodles under Sunfeast brand. GlaxoSmithKline consumer health and HUL also introduced instant noodles in 2010. The communication from Maggi has shifted from 2 minute noodles to Taste bhi Health bhi through introduction of variation in instant noodles.The competition has conduct to gradual fall in market share vis-a-vis other new entrants. New players are innovating in product packaging like launching noodles in circular shape so as to enable users to enjoy their noodles in full length.Market Scenario/ChallengesMajor challenge is to maintain the market leading of Brand Maggi in increasing market with varied new entrants having strong market presence in other product variants.To be increasingly viewed as the most prefer red snack by new generationStrategy to increase Rural market share through launch of Maggi Rasile Chow targeting low income populationChange of consumer taste from taste to health consciousMasala Flavour is the leading flavour in instant noodles in IndiaAll new players have also introduced masala flavour in their brandChicken is the second favoured flavour followed by vegetable and tomatoHorlicks Foodles claim to provide five essential vitamins in their noodles which forces the major market players to stress heavily on the health factor associated with their brandsHUL Knorr Soupy Noodles claim to be healthy snack between meal for childrenNeed for polish Market research for Maggi Brand on attributes like Brand Image, Prefered Price, Taste, packaging, Health, Availability, Ingredients, product variety and so forthSteps taken at different stagesExtensive media denote to increase the consumers familiarity with new product launchesWider flavours/varients being offered to cater to wide range of consumersIncreased product penetration through availability in supermarkets, hypermarkets and kirana storesProduct line extensions and repositioned products launched to engage new and changing consumer demographicsMarket Research was conducted to understand theGeneral promotional strategies were implemented to increase brand visibilityEvents Online Maggi recipe Challenge, innovative entries were compiled into e-cookbookLaunch of Me and Meri Maggi Campaign enable consumers to share their experience with Maggi and creating a nostalgic effect by letting them share their moments with Maggi .Launching Maggi goodies like Computer Wallpapers and ScreenSavers to increase Brand recall , Website- http//www.maggi.in/Preity Zinta was roped in for brand endorsement. Maggi was tried to position it as lively brand with zingSummaryThe Brand Maggi is strongly established as a Family Brand with crisp brand equity in Indian market. The brand has always been known to have the first movers ad vantage in the portfolios like noodles, ketchups, soups, sauce, etc. The parent brand Nestle has been the strong symbol of family, shelter and warmth which brand Maggi has innovatively capitalized.Evolution in communicationBrand Maggi has changed its communication from convenience factors ie Bas 2 Minute to Taste Bhi Health Bhi to stress on health factors along with taste and convenience.There was a shift from TG from women to children as their consumers.To increase the auspicate of Purchase Sales, Maggi innovated in Shelf placing by placing Maggi in lower shelfs to increase the visibility by Kids who accompany their mothers to shopping.Maggi has launched Chota Maggi worth Rs 5/- to increase product trail.Maggi was positioned as snacks for between meals to boost sales and attract new customers without changing their conservative food habits during meal time.Maggi also introduced contests for posting best recipes to be made with Maggi.The coming(prenominal) of noodles sectors seem good with growth in retail sales of 19% in 2010 in value terms and forecasted to grow at12% CAGR over next few years.Being a sector with low entry barrier, the segment share is vulnerable to new entrants like in-house brands of Bigfair retail chains of Future group, More of Birla Group, Star Bazaar from TataGroup etc. and host of foreign players entering the market lately.Major Noodles manufacturing firms market share (Source EuromonitorInternational Report)Figure Market Forecast for Noodles market in IndiaRecommendations for Brand MaggiProliferation into untapped rural markets through strong distribution channel available in IndiaProduct line extension with variants for varied marketsInnovation in Product, packaging and set of Maggi Noodles through investment in Market ResearchLaunching health awareness campaigns, publish health information, sponsor health camps etc. to educate the customers slightly benefits of health foodsTo engage customers more through evolving mediums like social networking sites etc.This would enable the Maggi Brand Managers to listen to reviews from their customers and improvise any other suggestions if needed.