Essay on Maggi

Essay on MaggiBackground Maggi NoodlesIn the last 20 years we have Just asked 2 winks of your magazine. The betray which distinctly comes to mind on startle recall is Maggi Noodles. Maggi Noodles is manufactured by cling to under instant noodles portfolio. It was introduced with Maggi 2 Minute Noodles in India in 1982 when the scarcely place to get noodles was Chinese restaurants. Maggi has undoubtedly has been the lifeline of many teenagers when in home or away from home. Maggi, as a reproach, has seen many controversys in its Lifecycle. The cross has standardisedwise diversified itself with lay out of harvest ranges desire soups, tomato plant sauce, seasoning, cup noodles, various thunders of maggi noodles like atta, rice, mized grains and so forthteratera Nestle remains its trade leader position with 59.84% of retail sales in India,2009 (Source Euromonitor International). But its mart place assign is constantly eroded by spic-and-span entrants like GlaxoSmit hKline Consumer wellness with Foodles,Capital Foods with SmithJones Instant noodles, HUL launching its Soupy Noodles under Knorr defect umbrella.Brand Identity Kapferers exercisePicture of SenderPhysique Yellow Coloured Pack, 2 minute Noodles, fast to cook good to eat, Maggi Logo, Healthy Snack between meals race understanding bhi Health Bhi, providing convenient food within 2 transactions with health and hygiene fixings, caring and nurturingReflection Health Conscious man-to-man who is Hard pressed for time, Young and Fun loving, living with familyPersonality Enthusiastic, simple, uncomplicated, good accessible, Fun loving, carefree, On the move, busy scheduleCulture Reliable, Innovative, Aspirant modus vivendi for rural areas, Sharing happiness, responsibleSelf-Image Young, trendy, fun loving, Independent, Healthy inspite of Sedentary urban LifestylePicture of Recipient power points in PLCMaggi Noodles is currently in exploitation stage after passing through maturit y stage for abbreviated period in mid 1990s.Introductory and Initial Growth StageMaggi Noodles brand was in introductory and offshoot stage in 1982 1990s.Maggi took vantage of its early movers advantage in closed economy scenario prevalent in India during 1980s. The brand faced less competition due to few connatural products available in the foodstuff. Brand Maggi made best 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 indigenous sludge 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 usual breakfast and pungency food across the country. This was also one the first instances of introduction of Fast Food in India.Growth StageMaggi No odles brand was in their growth stage in 1990s till posthumous 2006 with brief period of declining sales due to faulty product groundwork and formulae change from conventional maggi noodles in the form of launch of Dal Atta Maggi Noodles to noodles resembling to glide byRamen Noodles, noodles from stable of IndoNissinFoodLtd. Maggi was quick to revert back the original formulae to minimize damage. harvest-tideNew Product Variants like Atta Noodles, Mixed Grain Noodles and Rice monomania were introducedSource http//www.maggi.in/maggi_multigrainz_noodles.aspxThere was change in box for dissimilar 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.aspx tollPrice was kept competitive with early(a) launches in the market like Nissins Top RamenPromotionMaggi was launched in different packages of 50 and 100 gms to increase the consumer motif and win the first time consumersVariants like Cuppa mania was launched to supply to mobile population, office goersSource http//www.maggi.in/cuppamania.aspxOffering freebies like collectible extraneous stamps, other freebies with maggi packsMaturity StagePost 2009, there has been host of new entrants in the instant noodles market in India. ITC Launched 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 led to gradual fall in market appropriate twin other new entrants. New players are innovating in product forwarding like launching noodles in circular shape so as to enable users to enjoy their noodles in full length.mart Scenario/ChallengesMajor contest is to maintain the market leadership of Brand Maggi in increasing market with varied new entrants having strong market pr esence in other product variants.To be increasingly viewed as the most preferred snack by new generationStrategy to increase Rural market circumstances through launch of Maggi Rasile Chow targeting low income population transmit 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 children necessity for elaborate Market research for Maggi Brand on attributes like Brand Image, Prefered Price, Taste, packaging, Health, Availability, Ingredients, product variety etc.Steps taken at different stagesExtensive media advertising to increase the consumers familiarity with new product launchesWider flavours/varients being offered to append to wide range of consumersIncreased product penetration through accessibility 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 . submission 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 heartinessSummaryThe Brand Maggi is strongly established as a Family B rand with crisp brand equity in Indian market. The brand has unendingly been known to have the first movers advantage in the portfolios like noodles, ketchups, soups, sauce, etc. The parent brand Nestle has been the strong symbol of family, shelter and fancy which brand Maggi has innovatively capitalized.Evolution in communicationBrand Maggi has changed its communication from thingamajig 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 Point 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 introdu ced contests for board best recipes to be made with Maggi.The future of noodles arenas seem good with growth in retail sales of 19% in 2010 in hold dear 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 BigBazaar 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 pricing of Maggi Noodles through investment in Market ResearchLaunching health awareness campaigns, publish health information, sponsor health camps etc. to educate the customers about 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.